The B2B Digital Blueprint: How to Win More Sales-Qualified Leads
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Learn what it takes to win more sales-qualified leads from digital. Check out the webinar slides to get started.
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The B2B Digital Blueprint: How to Win More Sales-Qualified Leads
- 1. #123webinar THE B2B DIGITAL BLUEPRINT: How to Win More Sales-Qualified Leads Thursday, September 24th, at 1PM ET/10AM PT
- 2. #123webinar It’s all about sales-qualified leads. Not just clicks and traffic. Organic Search SEM & Display Advertising Social Media Advertising Conversion Optimization Content Creation ROI Reporting
- 3. #123webinar 1WHO IS THE NEW B2B BUYER?
- 4. #123webinar The new B2B buyer might surprise you. Business purchase decision makers are younger and native to digital.
- 5. #123webinar The new B2B buyer might surprise you. Cross-device fluency is key. 42% use mobile during the purchasing process. Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.
- 6. #123webinar The new B2B buyer might surprise you. Marketing to the C-Suite is not as critical.
- 7. #123webinar 71% of business purchase decisions start with a search engine. Source: Google/Millard Brown Digital, B2B Path to Purchase Study
- 8. #123webinar On average, B2B researchers do 12 searches before engaging on a brand’s site. The B2B buyer starts with SEO.
- 9. #123webinar 2ATTRACT HIGH-QUALITY LEADS WITH SMART SEARCH MARKETING
- 10. #123webinar Organic search success means mastering a staple in traditional marketing: Good content.
- 11. #123webinar Winning means designing relevant, interesting content. SaaS CRM Solution “How to Choose the Right CRM” “Compare the top SaaS CRM Platforms” “CRM Pricing” Holistic, relevant content trumps exact keyword presence. Be sure to include rich media. Word count matters! Top 10 results average 1,285 words.* *But, this varies from industry to industry! Content fuels organic search. Source: Searchmetrics: “SEO Ranking Factors 2015”
- 12. #123webinar Content fuels organic search. Take it a step further with buyer personas. 1 2 3 4 Job title Industry Skill level Company
- 13. #123webinar Do you have enough content to guide each persona down the funnel? Buyer Stage Awareness Evaluation Purchase Marketing Analyst/Mgr. Chief Marketing Officer “5 CRO Hacks to Lower Your PPC Cost Per Lead.” “7 Ways to Drive More Revenue with SEO this Quarter.” Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.” “How to Convince Your Boss SEO is Worth the Price Tag.” “Digital Marketing Agency Buyer’s Guide.” “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.” Content fuels organic search.
- 14. #123webinar Buyer Stage Awareness Evaluation Purchase Marketing Analyst/Mgr. Search Query Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.” Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. Webinar: “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.” Blog: “How to Convince Your Boss SEO is Worth the Price Tag.” “PPC best practices for lower CPL” What is your buyer searching for at each stage of the funnel? “drive more sales with digital marketing” “digital agency cost comparison” Match user intent to keywords.
- 15. #123webinar What do Google results pages show for these keywords? Analyze informational vs. transactional keyword themes. “cloud security” “cloud security solutions” Match user intent to keywords.
- 16. #123webinar Buyer Stage Awareness Evaluation Purchase Marketing Analyst/Mgr. Search Query “5 CRO Hacks to Lower Your PPC Cost Per Lead.” Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.” “How to Convince Your Boss SEO is Worth the Price Tag.” “PPC best practices for lower CPL” Line up call-to-action with anticipated intent. “drive more sales with digital marketing” “digital agency cost comparison” CTA Watch the how- to video. Join our webinar Talk to Sales to learn more. Match user intent to keywords.
- 17. #123webinar 3ACCELERATE THE FUNNEL WITH A NURTURE PLAN THAT GOES BEYOND EMAIL
- 18. #123webinar “Companies that excel in lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead.” Source: Wishpond,” The 2015 State of Marketing Automation.”
- 19. #123webinar A whopping 93% of B2B marketers use email marketing. Yet, just over half use paid search or display advertising. Source: Webmarketing123,” The 2015 State of Digital Marketing Report.” “Email is the one channel where the majority of marketers can prove ROI.”
- 20. #123webinar Buyer Stage Awareness Evaluation Purchase Marketing Analyst/Mgr. Search Query “5 CRO Hacks to Lower Your PPC Cost Per Lead.” Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.” “How to Convince Your Boss SEO is Worth the Price Tag.” “PPC best practices for lower CPL” Remember this? Accelerate the funnel with paid search. “drive more sales with digital marketing” “digital agency cost comparison” CTA Watch the how- to video. Join our webinar Talk to Sales to learn more. Build a nurture track beyond email.
- 21. #123webinar Get smart with retargeting. Meet your buyer in the funnel. Build a nurture track beyond email. Let’s say a lead visited our site and downloaded this eBook.
- 22. #123webinar Get smart with retargeting. Meet your buyer in the funnel. Build a nurture track beyond email. After downloading, this lead requested an appointment with Sales.
- 23. #123webinar Get smart with retargeting. Meet your buyer in the funnel. Build a nurture track beyond email. Now, we can serve our “Agency Buyer’s Guide” via search or social to this lead.
- 24. #123webinar 4OPTIMIZE SEARCH FOR SALES
- 25. #123webinar Optimize search for sales. B2B marketers still name “proving ROI” as their #1 digital marketing challenge. Source: Webmarketing123, 2015 State of Digital Marketing
- 26. #123webinar Here’s why you can’t afford to measure leads alone. Optimize search for sales. Sure, those marketing metrics are nice, but can you tie it to revenue? Lead volume is good but what about quality? Joe from Sales says we need more tradeshow leads.
- 27. #123webinar Optimize search for sales. Where does it all breakdown? Data silos are often the culprit. SEO data is in Google Analytics Social data is over here in Hootsuite. Email performance is over here in Marketo Ad data is over here in Marin. CRM Out of the box, Sales will most likely see each lead attributed to “Web”.
- 28. #123webinar Optimize search for sales. Here’s where cross-channel attribution comes in. Let’s say Suzie searches for “marketing automation software”. Google serves an organic listing for your site linking to your latest eBook. Suzie clicks on the link, but then decides to go to lunch. While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook. Suzie clicks on the ad and downloads the eBook. Sales gives Suzie a call a few hours later, and sets up a demo appointment. A month later Suzie buys your software!
- 29. #123webinar Optimize search for sales. Close the loop directly within your CRM Opportunity Name Revenue Commitment First Touch $100,000 Source: Organic Search Landing Page: /webinar San Francisco Startup – SEO Opportunity Last Touch Source: Event - Tradeshow Landing Page: N/A Suzie’s Software- Demand Gen Opportunity $75,000 Source: Organic Search Landing Page: /new-eBook Source: Paid Search Landing Page: /new-eBook Now you can truly optimize for ROI. Plus, you can tell Joe from Sales his tradeshow leads actually came from digital.
- 30. #123webinar800.619.1570 results@webmarketing123.com . Deliver more sales-qualified leads. Chat with our team and learn how we can help build a better pipeline today.
- 31. #123webinar QUESTIONS? ASK AWAY! Sabrina Gilmore, Webmarketing123 Business Development Manager Thanks!
Editor's Notes
- Hi Everyone! Thanks for joining us this morning. My name is Sabrina Gilmore, Business Development Manager here at Webmarketing123. Today we’ll be discussing “The B2B Digital Blueprint: How to Win More Sales-Qualified Leads.”
- Before we get started, I wanted to give a little background on us. Webmarketing123 is a B2B digital marketing agency based in the San Francisco Bay Area. We partner with our clients to drive more sales-qualified leads – not just clicks and traffic. Also, just a few notes on some of our frequently asked webinar questions. Yes, we will send out a link to the recording after the webinar this week. If you have questions, feel free to either type them in the Q&A chat or use #123webinar to chat with our team. We’ll also have a live Q&A session at the end of the discussion.
- So, without further ado, let’s talk about how to win more sales-qualified leads from digital. To do that, we first have to understand, “Who is the new B2B buyer?”
- There’s been a major shift in WHO the new B2B prospect is. According to a recent Google study, the majority of B2B decision-makers are young millennials and digital natives.
- Plus, the new B2B buyer is mobile. 42% use mobile during the B2B purchasing process, which completely defeats the myth that mobile is mainly a B2C thing. B2B can no longer afford to wait to get on the mobile band wagon. If you haven’t already, it’s time to invest in responsive design.
- Marketing to the C-Suite is not as critical as it once was. Sure, they still maintain most of the responsibility for final sign-off, but lower level employees heavily influence their decisions. Example: Let’s say you were shopping for a new marketing automation system. You would probably ask whoever uses the system hands-on to advise you on what features to look for and what brands to demo first. Decision makers rely on the experts when making purchase decisions. (Sabrina- Feel free to share your own example here!)
- Not to mention, search is critical for lead gen. 71% of business purchase decisions start with a search engine.
- On average, B2B researchers do 12 searches before engaging on a brand’s site. That means if your brand is not present for any one of those various searches, you’ve lost to the competition in the early research phase (and you don’t even know it!) Those prospects are dropping off before they even make contact with your brand or sales team.
- Now, that we understand B2B buyer behavior, let’s talk discuss tactics on how to land those leads. How exactly do we attract high-quality leads with smart search marketing?
- Search engines are getting better and better at predicting what humans want. That means marketing’s job boils down to one simple objective: delivering the right content, to the right person, at the right time. Organic search success means mastering a staple in traditional marketing: Good content.
- Winning means designing relevant, interesting content. Ultimately, organic search is now about pleasing humans, not bots. Writing for SEO does not mean keyword stuffing. Instead it means strategically writing to topics that are relevant, important, and interesting to your target buyer.
- (*This should be a quick transition slide.*) Buyer personas a great tool to truly understand your prospective clients.
- Run a site content analysis and evaluate whether you have enough content to guide each prospect type down the funnel. Here’s an example of content for two buyer personas for each stage of the buyer’s journey. (Review each row to contrast the difference in content between the personas.) Make a plan to create content for any gaps you find. When running a content audit, try to run through the website as if you are one of the personas you built out. Answer the questions: What additional content do we need to make the buyers journey more fluid? Can I easily access the right pages with limited knowledge of this brand? How many clicks until a conversion opportunity?
- Take this concept a step further with keywords. Ask yourself, “What is my audience searching for at each stage of the funnel?” Here ‘s an example of what that might look like. Use this as your guide when conducting actual keyword research.
- The easiest way to see if you’re on track is to research what Google search results pages show for that set of keywords. Be sure to analyze informational vs. transactional keyword themes. Here’s an example of the difference b between “cloud security” vs. “cloud security solutions.”
- Finally, match your CTAs to each stage of the buyer’s journey. Just because your prospect read a blog article does not mean they’re ready to talk to Sales. Guide them down the funnel, with relevant content offers.
- Next, let’s chat about how to accelerate the funnel with a nurture plan that goes beyond email.
- Why bother with nurturing leads? Companies that excel in lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead.
- Surprisingly, a large percentage of B2B marketers are not taking full advantage of this opportunity. While a whopping 93% of B2B marketers use email marketing, just over half use paid search and/or display advertising. So, why email over paid search and display? It’s not that email is more effective. According to our 2015 State of Digital Marketing Report, email is the one channel where the majority of marketers can prove ROI, thanks to marketing automation systems like Marketo or Eloqua for example. On the flip side, this marketing channel is pretty saturated. while paid search and display offers another alternative to nurture leads.
- Paid search and display offers another alternative to nurture leads. Remember the buyer funnel we talked about earlier? Accelerate the process by delivering the right content at the right time.
- Here’s an example of how you can do this with retargeting. Let’s say a lead visited our site and downloaded this eBook: How to Win the Only Metric That Matters: A B2B Guide to Revenue-Driven Marketing.
- After downloading, this lead requested an appointment with Sales.
- Then, let’s say for whatever reason we’re unable to get a hold of them right away. Since we know that this lead visited our site and asked to talk to Sales, we can safely assume they’re shopping around for an agency partner. Based on that behavior, we know they’re ready for a bottom of the content piece, like the “Digital Marketing Agency Buyer’s Guide”, and serve this content to them via paid search, display, and/or social advertising.
- And, finally, what we’ve all been waiting for: “How to Optimize Search Marketing for Sales.”
- The first step in optimizing search for sales is making sure you can measure ROI. B2B marketers still name “proving ROI” as their #1 digital marketing challenge. It’s particularly tough for them to measure ROI for organic search. 78% of B2B marketers practice SEO, but just 23% can prove ROI.
- The inability to measure ROI usually results in relying on other KPIs like raw lead volume and cost per lead. But, then this is what happens when the big boss starts asking questions: “Sure, those marketing metrics are nice, but can you tie it to revenue? Lead volume is good but what about quality? Joe from Sales says we need more tradeshow leads.”
- The question is, where does it all breakdown? In an era of where so many analytics solutions are available, why is it still so difficult to measure ROI? Data silos are often the culprit.
- Here’s an example of why cross-channel attribution is key (Let’s highlight why last-touch attribution alone is not enough to truly understand the impact of your digital campaigns.)
- Once you close the loop directly within your CRM, you can truly optimize for ROI. Plus, you can tell Joe from Sales his tradeshow leads actually came from digital.
- Before we kickoff Q&A, I wanted to invite everyone to chat with our team and learn how we can help build a better sales pipeline with digital today. If you’re interested, feel free to let us know in the GoToWebinar chat or drop us a line at “results@webmarketing123.com”, On our discovery call, we’ll analyze your current digital marketing strategy and cover: Actionable tips to drive more sales-qualified leads from digital. How to measure digital marketing ROI directly within your CRM. How you stack up against your competitors.
- Thank you! And with that, let’s start the Q&A. Lauren – Do we have any questions from the audience?