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#123webinar | @webmarketing123
Drive More Sales-Ready
Leads with Digital Think quality over quantity.
Live Webinar Tuesday, 6/24 @ 10AM PT
#123webinar | @webmarketing123
1. Can I ask questions?
2. Can I have a copy of the slides?
Tweet @webmarketing123 or use #123webinar.
Yes! Email [email protected].
3. How do I get a live site analysis? Chat us your website and top 2 keywords.
FAQs
#123webinar | @webmarketing123 3
We are a digital marketing agency focused on demand generation.
Search Engine Optimization
Website Redesign
Paid Search & Display
Content Creation
Top 500 Fastest Growing Private US Companies.
#123webinar | @webmarketing123
1 Work Smarter Not Harder 9 Steps to Drive More Sales-Ready Leads
2 Get a Live Site Analysis Discover How Your Demand Gen Stacks Up
On the Agenda
#123webinar | @webmarketing123
/Optimize to Work Smarter Not Harder
Sales is hungry for leads. More leads!
#123webinar | @webmarketing123
/Optimize to Work Smarter Not Harder
Sales is hungry for leads. More leads!
More and better leads!
#123webinar | @webmarketing123
/Optimize to Work Smarter Not Harder
Recognize the importance of Online
88% of buyers research products they intend to purchase online. (source: Google)
15% Close rate of SEO leads compared to 2% for outbound leads. (source: Search Engine Journal)
#123webinar | @webmarketing123
/ 9 Steps to Drive More Sales-Ready Leads
1 Know your Digital Sales Funnel!
#123webinar | @webmarketing123
/ 9 Steps to Drive More Sales-Ready Leads
1 Know your Digital Sales Funnel!
Cost of NOT Ranking Click Through Rate (7%, Page 1 average)
Visitor to Lead Rate (1-3%, B2B 1 average)
Raw Lead to Qualified Rate (15%)
Lead to Sale Rate (10%)
Monthly Cost of Not Ranking
Annual Cost of Not Ranking
71,729 New website visitors
1,793 Leads
269 New qualified leads
27 New deals
$2.7M Monthly Revenue
$32.4M Annual Revenue
#123webinar | @webmarketing123
/ 9 Steps to Drive More Sales-Ready Leads
Track your Campaigns to Revenue. 2
It’s not enough to measure leads alone.
#123webinar | @webmarketing123
Set clear goals & get buy-in from Sr. Leadership.
Track progress of agreed upon KPIs and projections.
Build action plan and assign individual ownership with due dates!
/ 9 Steps to Drive More Sales-Ready Leads
3
#123webinar | @webmarketing123
Let the best leads find you
High cost & competition
Low CVR
Low cost & competition
High CVR
One word phrases
Two word phrases
Long-tail, descriptive phrases
Choose your keywords carefully!
4
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
Let the best leads find you 4
Mobile
Enterprise
SMB
Mobile SMB Enterprise
…And map keywords wisely.
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
Let the best leads find you
Mobile
Enterprise
SMB
Mobile SMB Enterprise
When a prospect searches a long-tail vs. broad keyword, where are they most likely to land?
4
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
Let the best leads find you
Mobile
Enterprise
SMB
Mobile SMB Enterprise
Tip: Map your content to match prospect research phase.
4
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
Make it easy to convert. 5
Treat each page as an entry point.
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
You only have 7 seconds to answer these 3 critical questions:
1 Where am I?
2 What can I do here?
Why should I do it? 3
Make it easy to convert. 5
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
Funnel Stage Content Piece Awareness
Evaluation
Purchase
Educate prospects on the value of digital marketing & 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.
Get sales
involved!
“The Definitive Guide to Display Advertising”
“How to Close More Deals via Digital Demand Gen”
“Digital Marketing Agency Buyers Guide”
6 Nurture leads with smart content.
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
Funnel Stage Content Piece Awareness
Evaluation
Purchase
Educate prospects on the value of digital marketing & 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.
“The Definitive Guide to Display Advertising”
“Why our Strategy is Better than the Other Guys”
“How to Close More Deals via Digital Demand Gen”
Repurpose Content
Segment & Nurture
Get Sales Involved!
6
/ 9 Steps to Drive More Sales-Ready Leads
Nurture leads with smart content.
#123webinar | @webmarketing123
7
/ 9 Steps to Drive More Sales-Ready Leads
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
Companies that automate lead management see 10% or greater increase in revenue within 6-9 months.
Source: Forrester Research; 2013 Source: Focus Research; 2013
Nurture leads to add
to the bottom line.
Implement marketing automation*
#123webinar | @webmarketing123
Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013
Companies that respond to leads within an hour after receiving them are 7x as likely to qualify the lead.
Most companies are slow to respond. Only 37% respond in less than an hour.
Implement marketing automation
Facilitate speedy
sales outreach!
7
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
Launch advanced remarketing 8 One visit is not enough to convert.
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
But one visit is typically not enough
96%
70%
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts without purchasing1
Leave a website without converting1
49% Typically visit 2-4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited) Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
But one visit is typically not enough
96%
70%
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts without purchasing1
Leave a website without converting1
49% Typically visit 2-4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
But one visit is typically not enough
96%
70%
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts without purchasing1
Leave a website without converting1
49% Typically visit 2-4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Source: Google New Opportunities for Remarketing Deck
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
Launch advanced remarketing 8
Remarketing produces results on search & display.
Google Adwords (RLSA) GDN (Display Remarketing)
3x Previous site visitors convert at a 3x higher rate.
450% Advertisers see a 450% increase in CTR.
Source: Google New Opportunities for Remarketing Deck
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
Track Beyond the Last Click. 9
Evaluate success by tying digital campaigns to revenue in CRM.
/ 9 Steps to Drive More Sales-Ready Leads
#123webinar | @webmarketing123
1 Work Smarter Not Harder 6 Steps to Drive More Sales-Ready Leads
2 Get a Live Site Analysis Discover How Your Demand Gen Stacks Up
On the Agenda
#123webinar | @webmarketing123
LIVE SITE ANALYSES
#123webinar | @webmarketing123
Schedule a free, 30 minute consultation!
Thank you!
Let’s Talk! Mike Turner, Director of Business Development
e: [email protected] t: 800. 619. 1570
Source: Synecore, “10 Examples of Amazing Responsive Design”