Date post: | 15-Apr-2017 |
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B2B Lead Generation in 2016Maximizing Success with Marketing Automation
Kathy Steele Steve Krull
AgendaGoalsThe Big Pictureo What is Marketing Automationo What is Doeso The Buy Decisiono Why You Need It
Opportunityo Strategyo Planningo Executiono Analysis
Creating a Winning StrategyThe Business CaseKey Takeaways
Goals • Help you determine that your company is ready for
Marketing Automation
• Provide ideas for how to improve your current
implementation
• Tips for maximizing your Marketing Automation ROI
• And of course, share thoughts on how to create a
winning campaign strategy
The Big Picture
What is marketing automation?
Market automation is not marketing at all. It is a software platform that streamlines, automates and measures the way we communicate with prospects and customers.
What marketing automation does:
The Buy Decision:
The “Why You Need It” List
• Sales is unhappy with lead quality
• The sales process is complicated
• Most new leads aren’t yet ready to buy from us
• Better date to drive Marketing decisions
• Personally contact all opportunities generated
• Better quantify Marketing value
• Sales & Marketing Efficiency
• Take advantage of limited Sales resources
Opportunity:Strategy, Planning, Execution, Analysis
10
Planning Overview:
Strategy
Planning
Execution
Analysis Output Exceeds Investment
Great Content... …Makes it Work!
• Starts with Content• Supported by Analytics &
Attribution• Enhanced through Marketing
Automation• Made possible by fluid Budgets
SocialAds
ContentMarketi
ngTV &Radio
DirectMail
EmailMarketi
ng
Ready?
Yes!No Conversion!Marketing Automati
on
PaidSearch
Site / Landing Page
Before We Talk Strategy
StrategyGoals?
Audience?• Where do they live?
• What are they interested in?
• Where do they communicate?
What channels have worked?
What channels should we test?
Awareness• Content Marketing• Product/Service Differentiators• Awards• Blogs• Articles• Infographics
Consideration• Webcasts• eBook• White Papers• Checklists
Conversion
Content for All Phases of the Marketing Funnel
Awareness• LinkedIn
• LinkedIn Pro ($$$$)• Google
• Display Advertising (GDN or other)
• Campaign Specific Ads
Consideration• LinkedIn
• Sponsored Content• Account Targeting
• Google• Remarketing• Customer Match
Driving Traffic
• It doesn’t count if you can’t count it!• Marketing Automation Suites all have Analytics• Google Analytics can be used as primary or complement• Leverage strong data to make improvements
Things we like to measure
Above the Line• ROI• CPNC• CPL
Below the Line• Conversion Rate• CPCs• CPM
Don’t Forget to Count Everything
Creating a winning campaign strategy
Case Study 1- Experiential Marketing
Step 1 - It all starts with a plan!Goal SettingSpecific. Measurable. Achievable. Relevant. Timely. (S.M.A.R.T.)
Create a TimelineTime Sensitive!
Who Will We TargetBuyer PersonasSegment ListsPast-Attendees, Current Leads, etc.
Identify TacticsPre-Event, During Event, Post-EventRoles & Responsibilities
Step 2 – Buyer Focused Messaging
General CounselLarge Pharmaceutical Company
Inside CounselManufacturing Company Event Speaker
Risk Manager/General Counsel/Inside Counsel/Show Attendee/Speaker
?
Step 3 – Buyer Focused Messaging
Step 4 – Marketing Automation Set-Up
Step 5 – Monitor, Measure, Report
SEO ElementResolution Priority
Status
Recommendations / Notes
XML Sitemaps
1Some Revision Needed XML Sitemap should be updated. XML sitemaps are essential and should be kept up-to-date in order to help
improve spiderability and ensure that all the important pages on your site are crawled and indexed.
Robots.txt
1Some Revision Needed The site has a Robots.txt file. Remove templates folder from Disallow so that Googlebot can correctly render
your pages. You should also add reference to the XML sitemap.
Mobile Audit
1Some Revision Needed The site is passing Google's mobile-friendly test; however, you should update your robots.txt so that Google
can properly view images and scripts.
Crawl Errors
1Some Revision Needed Crawl errors and broken pages are prime indicators of poor user experience on a website. No crawl errors
were found on the site.Canonicalization
1Some Revision Needed
Canonicalization is the process of finding the best URL when there are several URLs displaying the exact
same or similar content.
The canonical link element should be placed in the <head> section of each web page.
Duplicate Content
1Some Revision Needed
www and non-www versions are currently creating duplicate versions of your website. Resolve issue via 301
redirects. Furthermore, the https version of your site is also being crawled and indexed as a separate
website.Website Performance
2Some Revision Needed
Site speed and performance are factors that help determine how your site ranks in search engines.Eliminate render-blocking Javascript and CSS in above-the-fold content, optimize images, and leverage
browser caching.Relevant Content
3Some Revision Needed Create useful text content and provide readers with valuable information on homepage. Add on-page content
using keywords that describe what is on the page. Remove multiple H1s.
Brief Audit Summary: 13 SEO elements are marked "Some Revision Needed". Below is a discussion of some of these elements and what can be done to correct them:
Key Performance Indicators (K.P.I.)
Pre-ShowPre-show ConversionsWebsite TrafficEmail Open/Click-ThruSocial Media
DuringWebsite TrafficBooth VisitorsSocial MediaPress
Post-showLeadsWebsite TrafficMeetingsConversions to Client
Case Study 2 - Online Marketing
Step 1 - It all starts with a plan!
Goal SettingSpecific. Measurable. Achievable. Relevant. Timely. (S.M.A.R.T.)
Create a PlanMission Budget
Who Will We TargetBuyer Personas
Identify TacticsSearch EnginesLanding PagesAdvanced Content EmailOther
Step 2 – Buyer Focused MessagingReal Estate Agent Real Estate Broker Commercial Property Owner
Step 2 – Buyer Focused Messaging
Recruiting Top Agentswww.vhtstudios.com/gowithaproRecruit top agents and set them up for success with tools that will them win listings and sell properties faster.
Showcase Your Propertywww.vhtstudios.com/gowithaproShowcase your property in the best light possible with professional real estate photography. We capture the best shots so your property shines.
Step 4 – Marketing Automation Set-Up
Step 5 – Monitor, Measure, Report
SEO ElementResolution Priority
Status
Recommendations / Notes
XML Sitemaps
1Some Revision Needed XML Sitemap should be updated. XML sitemaps are essential and should be kept up-to-date in order to help
improve spiderability and ensure that all the important pages on your site are crawled and indexed.
Robots.txt
1Some Revision Needed The site has a Robots.txt file. Remove templates folder from Disallow so that Googlebot can correctly render
your pages. You should also add reference to the XML sitemap.
Mobile Audit
1Some Revision Needed The site is passing Google's mobile-friendly test; however, you should update your robots.txt so that Google
can properly view images and scripts.
Crawl Errors
1Some Revision Needed Crawl errors and broken pages are prime indicators of poor user experience on a website. No crawl errors
were found on the site.Canonicalization
1Some Revision Needed
Canonicalization is the process of finding the best URL when there are several URLs displaying the exact
same or similar content.
The canonical link element should be placed in the <head> section of each web page.
Duplicate Content
1Some Revision Needed
www and non-www versions are currently creating duplicate versions of your website. Resolve issue via 301
redirects. Furthermore, the https version of your site is also being crawled and indexed as a separate
website.Website Performance
2Some Revision Needed
Site speed and performance are factors that help determine how your site ranks in search engines.Eliminate render-blocking Javascript and CSS in above-the-fold content, optimize images, and leverage
browser caching.Relevant Content
3Some Revision Needed Create useful text content and provide readers with valuable information on homepage. Add on-page content
using keywords that describe what is on the page. Remove multiple H1s.
Brief Audit Summary: 13 SEO elements are marked "Some Revision Needed". Below is a discussion of some of these elements and what can be done to correct them:
Key Performance Indicators (K.P.I.)
Website Traffic
A/B Testing: Website, Landing PageAdvanced Content DownloadsForm Conversions
Orders
CampaignEmail Open/Click-ThruLeadsOrders
RemarketingDownloadsOrders
• 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa)
• Buyers can be 90 percent of the way through the buying process before they reach out to a salesperson. This change to the buyer’s journey has made nurturing even more important. (Source: VentureBeat)
Making the ROI Argument
Takeaways
• Know the target before you fire
• Test and optimize relentlessly
• You’re never finished
• Analytics, Attribution & Conversion
Optimization pay for themselves
Thank You!?