B2B Optimization Secrets
Lee Odden, TopRankAnna Talerico, Ion InteractiveMaria Pergolino, Marketo
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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B2B Optimization
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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PRE CLICK OPTIMIZATION
Lee Odden @leeoddenTopRankMarketing.com
© 2009 Marketo, Inc. Marketo Proprietary and Confidential
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B2B Digital Marketing
NewslettersPPC
EmailSocial Media
White Papers
SEO
Webinars
SponsorshipsVideoVideo
Website
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Forrester Research:60% of marketers plan to take money away from traditional marketing and spend it on interactive ads instead59% of that interactive spend will go towards SEO and PPC
Digital Marketing Trends
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SEO = Increased Conversions
Source: Forbes Ad Effectiveness Survey June 2009
SEO is the most effective Online Marketing tacticfor conversions
62% of B2B Marketers to Increase SEM Budgets in 2010 *eMarketer
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Search marketing is an important step to create awareness, nurture and convert leads
Search marketing is an ongoing strategy that must be refined over time
Pre-Click SEO
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Case Study: Association
Increased competitionNew site platformSEO Audit & LinkingSearch referrals increased 450%Links increased 1,000%105+ #1 Rankings on Google
prsa.org
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Case Study: Manufacturer
New CMS & Site ContentSEO Audit, Migration Plan & Linking110+ #1 Rankings on GoogleEx: “flat panel mounts”Inbound link increase 44%Search Engine traffic has increased by 81%
chiefmfg.com
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What Happens With Poor SEO?
What we see
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What Happens With Poor SEO?
Page Title: Stratford Hall | StratfordHallMeta Description: No meta description!Meta Keywords: business holiday cards, business greeting cards, business birthday cards
Stratford HallSign In | Cart (0)Chat Now With a Rep Chat Now With a Rep! | Customer Service |Order Status
* Holiday Cards+ Best-Sellers+ New+ Recycled/Green* Spotlight Logo Holiday Cards+ Best-Sellers+ New+ Recycled/Green* Identity Greetings* Thanksgiving* Calendars
What search engines see:
Stratford Hall has no ranking for
“business holiday cards”
first 5 pages on Google
Account* Cart* My Account* My Saved Items* Order Status
Offers* Free Catalog* Sign-Up for Special Offers* Take Our Survey
Customer Service* Chat Now With a Rep!* About Us* Help & FAQ's* Contact Us* Sitemap Sitemap
SIGN UP FOR SPECIAL OFFERS! Privacy & Security Terms & Conditions ©2010 Stratford Hall. All rights reserved.
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What we see
What Happens With Good SEO?
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What we see
What Happens With Good SEO?
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What Happens With Good SEO?
What search engines see:Page Title: Business Greeting Cards - Corporate Holiday Christmas CardsMeta Description: Business Christmas cards and Corporate Holiday cards personalized with custom
imprint, company logos, printed photos, and more! Christmas Thank you cards for customers, clients, and family at discounted 10-40% off most retail prices.
Meta Keywords: greeting cards business christmas cards corporate holiday custom bulk company personalized xmas photo thank you seasons
HOME BIRTHDAY CARDS CHRISTMAS CARDS NEWYEARS CARDS PHOTO CARDS MORE...Assortment PacksBirth AnnouncementsBusiness Holiday CardsEaster CardsGraduation AnnouncementsHanukkah CardsInvitations - BirthdayInvitations - HolidayMoving AnnouncementsNew Years CardsRecycled CardsThanksgiving CardsValentine CardsCards - Quick Stick Env.(866) 700-5030( 7am-7pm Central )* Business Greeting Cards* Anniversary Cards* Birthday Cards* Business Appreciation Cards* Business Referral Cards* Congratulations Cards* Post Cards* Get Well Cards* Spanish Cards* See All
Greeting cards for business including Corporate Holiday cards and xmasSeason's Greetings Christmas cards. Welcome to CardsDirect Greetings!Looking for Holiday Greeting Cards for Business or Corporate use?CardsDirect is the Premier resource for Business Greeting Cardsincluding holiday themes such as Corporate Christmas cards,Thanksgiving cards and bulk discount Greeting cards for all yourbusiness commerce, corporate, and personal needs. The simple fact isthat Holiday Cards and Christmas seasons greetings with your companyname and logo are a great way to put your name in front of yourcustomers and clients, and a cost-effective way to advertise!Purchasing quality Holiday Christmas greetings for business fromCardsDirect is smart, economical, and hassle free. We canprofessionally imprint company greeting cards and Holiday Cards withyour business name and your company logo, choice of verse or a customverse, and envelope return address in a variety of inks and foil stampcolors. Save up to 40% off on Bulk Christmas cards this holiday season.Christmas Cards to share and express your warmest wishes and care thisholiday season. CardsDirect carries over 2,000 client Christmas cards.Offering personalized custom imprint, business logos, fast stickenvelopes, hot foil stamps, and much more. This year show yourcommitment to your dedicated employees, faithful customers and clients,friends and family with one of our personalized Christmas cards or fullcolor CardsDirect Photo cards. More Featured Cards: Business GreetingCards Sending custom Business Greeting Cards is an affordable andexcellent way to show your gratitude and acknowledge your customerswith the extra attention they deserve. Our custom Corporate Greetingcards and Business Christmas cards include Thank you cards, BusinessCorporate Birthday cards, and Sympathy cards. Show your customers andclients your commitment to quality by ordering CardsDirect BusinessGreeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Saveoff manufacturer retail prices.© 1999-2010 CardsDirect LLChome about us contact us customer service site map privacy policy bloggift directory wedding invitations
#1 on Google“holiday business cards”
#1 on Google“holiday business cards”
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Search Engine Optimization
Definition of SEO:
A set of methodologies that make it easier for search engines to find, index, categorize and rank web content.
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Using keywords important to you, not customers Content is not reachable by search bots New content is not added periodically Content is not organized logically – according to
themes/categories Keywords missing in content and text links Low quantity of relevant sites linking in Not monitoring KPIs and ongoing refinement
Most Common SEO Mistakes
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If it can be searched on
it can be optimized
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SEO Fundamentals
Keywords
SearchFriendly
Site
Link Building
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Keywords show intent: BroadBrandsSpecifics
Keywords
Research
Consider
Buy
Search Sales Funnel
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Find the keywords your customers use to find your products/services:Brainstorm based on solutions & customer needsInterview or survey customersReview current web analyticsPoll sales & customer service staffReview competitor content
Keywords
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• Category• Popularity• Competition• Relevance
Keyword Glossary
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Keyword Optimization
Optimize for 1-2 phrases
per page
• Title tags • Headings • Paragraph titles• Keywords in body copy• Anchor text in links• Image alt text
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Make it easy for search engines
Search Friendly Website
Easy to find
& revisitsite
Easy to crawl links
SiteArchitectur
e
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Search Friendly Website
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Avoid Crawling IssuesUnnecessarily complex URLs & session ids Multiple URLs to duplicate contentTemporary redirectsSite navigation with Ajax, Flash, JavaScript
Search Friendly Website
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Make URLs search & user friendly
Search Friendly Website
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Avoid site navigation with Flash, Ajax or JavaScript
Search Friendly Website
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Search Friendly Website
Fresh, themed contentLogical site structure: categories, sub-categoriesAdd new content regularly
Source: webmasterworld.com
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Digital Asset Optimization
Including Social Media
• Text• MS Office Docs• Images• Video• Blog/RSS• Media Coverage• Social News/Bookmark
Optimize & Promote
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Link Building Tips
Use keywords in link text Yes: red widget No: click here
Earn links with great content Promote on social networks Link up with marketing partners Cross link internally Embed links in news releases Social bookmark pickups Syndicate content via RSS
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Link Building Tactics
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Social Media Link Building
Blog
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KPIs to pay attention to:Pages indexedCrawling errors & Webmaster Tools ReportsRankings relative to your own site over timeInbound links: quantity, quality, longevityKeyword referrals from searchLink trafficSocial media citations & trafficGoal pages & conversions
Search Analytics
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POST CONVERSION OPTIMIZATION
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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…and ignite explosive revenue growth.
“In our second year of using Marketo, we now drive significantly more sales opportunities with the same budget and have increased sales-ready leads by 400%.“ - John Watton, ShipServ VP Marketing and B2B Magazine 2009 Marketer of the Year
...to change the way marketing and sales work together…
Prioritize and deliver high quality leads with less effort
Understand and interact with the hottest leads
Close more business faster Achieve smarter selling and
higher win rates
• Lowers risk and total cost of ownership
More than 400 mid-market and enterprise companies use…
• ‘Best Marketing Automation’ app by Salesforce customers, ‘08
… Marketo Lead Management and Marketo Sales Insight…
• Uncompromising solutions for marketing and sales effectiveness
Introduction to Marketo
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Email Marketing
RelevantBrandedPermissionTest First! Subject Lines Images Content Rendering
Call-to-Action
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Establish Permission
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Pros ConsCAN-SPAM Only
• Minimal effort • “Legal” in the eyes of
government regulations • Grows your database quickly
• Risks poor deliverability score and bad reputation
• Despite database growth, relationship quality will not improve
Single Opt-in Approach
• Demonstrates a proactive concern for permission
• Prospects might remember that they opted in
• Increases deliverability and sender reputation scores
• Still assumes that just because prospects requested information one time, they want to hear from you again
Double Opt-in Approach
• Demonstrates the most concern for privacy and relevancy
• Subscribers truly want to hear from you
• Increases deliverability rates and send reputation scores
• Adds another layer of complexity and communication with potential subscribers
• Risks losing subscribers in the confirmation process
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Content Mapping
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Profiles
Buying Stages
Content1.Map your existing content
2.Blank cells determine your content roadmap
3.Short content is good! (YouTube approach)
4.Test and optimize
5.Start small, think big and adapt quickly
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Call-to-Action
Lead Scoring on Click-throughs, not OpensNo Form or Pre-populated FormProgressive Profiling
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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What is Lead Nurturing?
“The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.”“The art of maintaining permission to stay in front of your buyers as they educate themselves.”
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
http://www.marketo.com/resources
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What Lead Nurturing is Not
Sending out an e-newsletter on a semi-regular basisRandomly calling leads every six weeks to see if they are ready to buyBlasting your entire database with a new case studyOffering content that promotes your company’s products and services
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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The ROI of Lead Nurturing
Passed to Sales (<1 mo)
Passed to Sales (>1 mo)
Total Passed to Sales
Cost per Sales Lead
Without Nurturing 25% 8% 33% $195
With Nurturing 25% 25% 50% $130
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Source: Actual Marketo data; assumes $65 per prospect
Marketo ResultsProspect to Sales-Ready Lead Conversion
Results: 50% more sales-ready leads from lead nurturing
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Four Kinds of Lead Nurturing
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Lead Nurturing & Social Media
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Listen Segment & Target
Notify & Score Interact
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Lead Scoring
Lead scoring is the process of ranking a lead’s level of interest and sales readiness according to a methodology agreed upon by both marketing and sales. “A 10% improvement in lead quality can result in a 40% improvement in sales productivity.” – Stu Schmidt, VP of Solution Sales at Cisco WebEx
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Lead Scoring
Demographic ScoringActivity Scoring Email Click-throughs Webinar views Website visits Social Media mentions + More
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Lead Scoring Optimization
Review scores of won and lost opportunitiesLook at leads that had high scores but did not turn into opportunitiesLook at scores by demographic segmentsReview online behaviors
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Question and Answer
Lee OddenPresident, TopRank
Maria PergolinoInbound Marketing, Marketo
Anna TalericoExecutive VP, Ion Interactive
© 2010 Marketo, Inc. Marketo Proprietary and Confidential