Get More Leads from Search with Marketing Automation

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

JANET DRISCOLL MILLERPRESIDENT AND CEOSEARCH MOJO

OCTOBER 18, 2012

GET MORE LEADS FROM SEARCH WITH MARKETING AUTOMATION

SEARCH-MOJO.COM@searchmojo #mojowebinar

ABOUT SEARCH MOJO

• Search engine marketing firm founded in 2005

– Search engine optimization (SEO)

– Pay-per-click advertising management (PPC)

– Social media advertising

– Online reputation management

– Content marketing creation

• Headquartered in Charlottesville, Va

– Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at Marketo User Summit, SMX, MarketingProfs, PubCon and more

• Work with multiple marketing automation tools, including Marketo, Eloqua,

Silverpop and Hubspot


OUR CLIENTS


AGENDA

• Search and the funnel• Forms– Lead update– Reducing form fields– Social and forms

• A|B testing• Marketing Gates

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

SEARCH AND THE FUNNEL


HOW SEARCH DRIVES LEADS

• 93% of B2B buyers use search to begin the buying process*

*Source: iMedia Connection


HOW MARKETING AUTOMATION IMPROVES SALES

• 107% better lead conversion rate• 40% greater average deal size• 20% higher team attainment of

quota• 17% better forecast accuracy

Source: Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long-term ROI”, June 2010


SEARCH AND THE SALES CYCLE

• Search puts leads in the funnel

• Marketing automation nurtures leads so they can become opportunities

Lead

Opportunity

Sale

Marketing Automation


THE HANDSHAKE

• Search brings visitors• Marketing automation helps search efforts

convert visitors to leads• Marketing automation then takes the lead to

convert visitors to opportunities via nurturing

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

FORMS


LEAD UPDATE

• Marketing automation UPDATES a lead’s profile instead of creating a new lead

Without Marketing Automation Without Marketing Automation


WHY REDUCE FORM FIELDS?

• Reduced 9 form fields to only 3

Landing Page Conversion

Long Checkout 0.26%

Short Checkout 1.04%

Increase 300%

Source: Marketing Experiments


WHAT IS PROGRESSIVE PROFILING?

• Propagating a user’s profile over time• Marketers prioritize the fields to

capture


USE PROGRESSIVE PROFILING

• Inside of the tool– Use the Progressive Profiling form

feature

• Outside of the tool– Use the API• Helpful for website pages, marketing

library logins


WHAT IS A CONVERSION PATH?

Initial Landing Page

Option 1

Option1a Option1b

Option 2

Option 2a


EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS





23% Increase

in Conversions(Downloads)


RAXCO EXAMPLE

Initial Landing Page

Home Users Business Users

PC Virtualized Server Server





42.3% of Respondents

Fill Out Additional

Information


WHY SOCIAL?

Facebook LinkedInLikes Industry

Gender Gender

Status Update Title and/or Function

Geographic Region Geographic Region

School Company Size

Age Seniority Level


IMPLEMENTING SOCIAL LOGIN ON FORMS

• Marketing automation• Third-party tool• API

https://developer.linkedin.com/documents/sign-linkedinhttps://developer.linkedin.com/documents/profile-fields

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

A|B TESTING


TESTING VERSIONS

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

MARKETING GATES


MARKETING GATE

• Benefits– Gain more leads from content resources– Get more information from existing

leads

• Challenge–More form fields = lower conversion– Can be a barrier to content sharing


SOLUTION: SOCIAL LOGIN

• Built in to several marketing automation tools– May need to use API to activate– Program separately if needed

• Benefits:– Fast signup– Likely leads to higher conversion– Learn additional information (demographics)– Spam reduction


CAUTION! ALLOW FOR INDEXING BOTS

• Search engines cannot fill out forms– Same problem as seen with store

locators and other types of forms

• Ensure that you allow bots a way AROUND the form– Allows for content to still be indexed,

ranked– Allows for visitors to still receive wall


MARKETING AUTOMATION TOOLS

• Marketo• Eloqua• Hubspot• InfusionSoft• Silverpop• Pardot• And many more…


IN SUMMARY…

• Consider employing marketing automation

• Reduce form fields– Progressive profiling

• Try using social logins• Test to find your best options


WHAT’S NEXT?

• Interested in hearing more about Search Mojo’s services?• Reach out to Janet &

start a conversation! [email protected] 800-939-5938 x101

mailto:[email protected]

mailto:[email protected]


UPCOMING WEBINAR

• 9 Search and Social Media Marketing Tactics You Cannot Overlook in 2013

• November 1, 2012• 2:00 p.m. ET• Register today at

www.search-mojo.com/2013


CONTACT

Janet Driscoll [email protected] x101

Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook:

www.facebook.com/SearchMojo

Documents

Get More Leads from Search with Marketing Automation