How to Drive More Sales Ready Leads with Digital

#123webinar | @webmarketing123

Drive More Sales-Ready

Leads with Digital Think quality over quantity.

Live Webinar Tuesday, 6/24 @ 10AM PT


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.


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


/Optimize to Work Smarter Not Harder

Sales is hungry for leads. More leads!



Sales is hungry for leads. More leads!

More and better leads!



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)


/ 9 Steps to Drive More Sales-Ready Leads

1 Know your Digital Sales Funnel!



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



Track your Campaigns to Revenue. 2

It’s not enough to measure leads alone.


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!


3


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



Let the best leads find you 4

Mobile

Enterprise

SMB

Mobile SMB Enterprise

…And map keywords wisely.




Mobile

Enterprise

SMB


When a prospect searches a long-tail vs. broad keyword, where are they most likely to land?

4




Mobile

Enterprise

SMB


Tip: Map your content to match prospect research phase.

4



Make it easy to convert. 5

Treat each page as an entry point.



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



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.



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


Nurture leads with smart content.


7


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*


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



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


96%

70%





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


96%

70%





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



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



Track Beyond the Last Click. 9

Evaluate success by tying digital campaigns to revenue in CRM.



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


LIVE SITE ANALYSES


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”

Date post:	06-May-2015
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