Flood Your Sales Pipeline
with Qualified Search
Marketing Leads
© 2013 Marketo, Inc.
Today’s Speakers: Jon Miller, VP Marketing and Co-Founder Marketo @jonmiller
Paul Taylor, Founder and CEO Webmarketing123
@webmarketing123
#FloodYourPipeline
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
Topics
• Search Marketing Role in Lead Generation
• Quantify Search Opportunity: “Cost Of Not Ranking”
• Client Success Stories
• The Conversion of Search Leads
• How To Nurture and Score
Search Marketing
Role in Lead
Generation
Fast growing. Award winning.
Top 10 in Bay Area’s 100
Fastest Growing Companies Top 500 Fastest Growing
Private US Companies
Who are we? /
Global digital marketing agency providing:
Search Engine Optimization
Paid Search Advertising
Display Advertising
Social Media
Website Design
Content Creation
Custom Measurement and Attribution
* We’re heavy Marketo and marketing automation advocates
Who are we? /
Experts at growing revenue for
clients with cost-effective
digital marketing.
Clients /
When compared to Social
Media and Paid Search,
SEO has the biggest impact on
Lead Generation
Top objective for B2B: Generate Leads
Top objective for B2C: Generate Awareness
We surveyed 500+ marketers In our 2012 State of Digital Marketing Survey
4 Billion Daily Searches on Google
*SEOmoz
4 Billion (2012)
2.4 Billion (2010)
3 Billion (2011)
But that’s no surprise.
90% of clicks happen on Page 1
Optify Study, 2011
Position CTR
1 45.46%
2 15.69%
3 10.09%
4 5.49%
5 5.00%
6 3.94%
7
2.51%
Eye tracking data from official Google blog
90% of people now use search engines during their purchase process
How has SEO evolved?
4 results (0.20 seconds)
Buyers are moving further through the purchase process
Buyers are 57-70% of the way through the purchase process before they contact you (Google)
They’re visiting your site, reading reviews, checking pricing, etc.
More emphasis on unique, timely, and quality content
Are you creating it and syndicating it through multiple channels? Complement with Social.
Social Media signals play a bigger role Google+ impacts your natural ranking
From 2010-2012, 163% growth in mobile share of total traffic worldwide (Pingdom)
Mobile search growing rapidly
Algorithm changes require a more agile SEO program
The jury is still out on what impact will come from “social search”
Surprisingly, only 10% of websites are optimized for mobile users (Mongoose Metrics)
What does this mean for you?
Potentially a HUGE and
quantifiable opportunity
for you to acquire qualified leads through Search.
…but just how big?
The Cost of Not
Ranking
For a B2B Software Provider, The Cost of Not Ranking on
Page 1 of Google is:
$32 million/year
Factors to consider:
• Monthly traffic volume
• Analytics data
• Competitor rankings
• Conversion rate
First, identify your primary keywords Make sure to include a mix of high volume as well as high converting.
Next, determine the average CTR of Page 1 Results Page 1 averages range from 2-35%, based on position. Let’s use a conservative 7%.
Now, multiply total monthly searches by CTR to get
potential monthly visitors
1,024,700 monthly searches
x 7% average CTR
___________________________
=71,729 new website visitors
71,729 new website visitors
Now, we calculate the number of potential monthly leads
71,729 new website visitors
71,729 monthly visitors
x 3% conversion rate
___________________________
=1,793 new leads
Using the Google B2B average visitor-to-lead conversion rate of 3%.
1,793 new leads
* For a more accurate number, insert
your conversion rate.
Now, we calculate the number of potential qualified leads Lead to qualified lead percentage varies, but in our example, we’ll use 15%.
71,729 new website visitors
1,793 new leads
x 15% qualfication rate
___________________________ =269 new leads
1,793 new leads
269 new qualified leads
* For a more accurate number, insert your
qualification rate.
Now, we calculate the number of potential closed deals Qualified lead to closed deal percentage varies business to business. We’ll use 10%.
71,729 new website visitors
269 new qualified leads
x 10% close rate
___________________________ =27 new deals
1,793 new leads
* For a more accurate number, insert
your close rate.
269 new qualified leads
27 new deals
Now, calculate the amount of potential monthly revenue For this client, the average value of a new customer is $100,000.
71,729 new website visitors
27 new deals
x 100,000 avg. sales price
___________________________
= $2,700,000
1,793 new leads
269 new qualified leads
27 new deals
$2,700,000 monthly revenue
Now, calculate the amount of potential monthly revenue For this client, the average value of a new customer is $100,000.
71,729 new website visitors
1,793 new leads
269 new qualified leads
27 new deals
$2,700,000 monthly revenue
$32,400,000 annual revenue
2.7 million monthly revenue
x 12 months ___________________________
= $32,400,000
Step-by-Step Calculation
of the Cost of Not Ranking on Page 1 of Google
1. Keyword Search Volume
2. CTR on Search Results (New Visitors)
3. Visitor Lead Rate
4. Raw Lead Qualified Lead Rate
5. Qualified Lead Closed Deal Rate
6. Average Deal Size
7. (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential
Knowing the opportunity is step 1. Are you closing the loop?
Success Stories
Zenprise doubled lead flow by leveraging an
integrated Paid and Organic Search Marketing program
RESULTS In less than 60 days, #17 to #3 on Google for the primary keyword behind Apple and Wikipedia.
Acquired by
• Extremely competitive keywords
• Lacked bandwidth to manage SEO and Paid Search campaigns
Goals: Increase lead volume (maintain quality), outrank competition, and speed up execution of
search marketing campaigns.
PROBLEM
• Set unique KPIs and benchmarks, as well as established Search as a company-wide endeavor
• Developed action plan to leverage in-house strengths and identify obstacles to fast results
SOLUTION: SEO, PPC
RESULTS
51% Increase in non-branded organic traffic
8x Return on Search Marketing investment
2x conversions volume, ½ cost per conversion
273% Increase in online sales revenue for
Camille La Vie by targeting “Homecoming” related keywords
• Relied heavily on in-store sales revenue
• Minimal site traffic and online sales
Goals: Boost traffic and conversions, as well as visits to product pages, online sales,
catalog downloads, and “Find a store” on-site searches.
PROBLEM
• Developed a strategic SEO program targeted around high opportunity keywords
• Recommended and executed content strategy – creation and syndication
SOLUTION: SEO
RESULTS
283% Increase in overall organic traffic
3,265% Increase in traffic (YOY) for “homecoming dress” (july-sept.)
273% Increase in revenue from organic traffic
The Conversion of
Search Leads
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
Search Is Marketo’s Top Driver of Pipeline
Screenshot: Marketo Revenue Cycle Analytics Top programs (all time) as of 1/7/2013
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
<25% of All Names Are Ready To Go To Sales
Source: Marketo actual data
50%
25%
25%
Marketo Data:
•% new Prospects not MQL-ready: 81%
•Prospect to MQL time: 123 days avg.
•% Slow Leads: 66%
Source: RainToday
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
Marketo Data by Source
Source: Marketo Revenue Cycle Analytics, February 2013
@jonmiller
How To Nurture
and Score
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
Lead Scoring Defined
“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”
Nurture Nurture Disqualify Pass to Sales
Pass to Sales
Fit Interest Buying Stage
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
Hard ROI of Lead Scoring
We pass everything
to sales and let them cherry
pick
We score leads
based on fit
We score leads
based on fit as well as interest
0%
5%
10%
15%
20%
25%
30%
35% Revenue Growth vs Peers
We pass everything
to sales and let them cherry
pick
We score leads
based on fit
We score leads
based on fit as well as interest
0%
10%
20%
30%
40%
50%
60%
70% Sales Time Spent Selling
Source: Marketo Benchmark on Revenue Performance as of May 10, 2012 (N=300)
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
A Framework for Lead Scoring
Explicit What the prospect tells you
Inferred What you observe or infer
Fit Are you interested in them?
• Demographics
• Firmographics
• BANT
• Data append
• Data quality
• Corporate email
• Location
Interest Are they interested in you?
• BANT
• Latent behaviors (engagement)
• Active behaviors (sales readiness)
Get The “Definitive Guide to Lead Scoring”
http://bit.ly/DGtoLS
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
Behavioral Scoring: Examples
• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10
• Pricing pages:
• +10 regular, +15 detailed • Watch demos:
• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
One Way to Identify Marketing Qualified Leads
21+ Super-Target
Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20+ 45+ 90+
Buying Intent <6 6+ 13+ 19+
Fit
Inte
rest
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
Sales Development Reps (SDRs) Pass The
Baton from Marketing to Sales
• Faster, more consistent, & better quality follow-up on leads
• Better economics
• The human touch enhances lead nurturing
• Better data and more metrics
• Talent development for sales
Best place for dramatic improvements in business performance are handoffs between functions
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
All N
am
es
Pro
spect
&
Recycle
d
Engaged
Lead
Nurturing
Lead Nurturing for the 97% Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Lead
Opportunity
Sale
s Lead
MQL
SAL SQL
“The art of maintaining permission to stay in front of your buyers as
they educate themselves”
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
The Value of Lead Nurturing
Fast Leads
( MQL <1 mo)
Slow Leads
(MQL >1 mo)
Total Leads
(MQL)
Cost / Lead
(MQL)
Without
Nurturing 20% 6.67% 26.67% $206.00
With
Nurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per target
Marketo ROI Results
Results: 50% more marketing qualified leads from lead nurturing
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
Lead Nurturing Relevance 1. BUYING STAGES
• Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer
2. PERSONA • Molly Marketer • Sam Sales • Jack Executive
Get The “Definitive Guide to Lead Nurturing”
http://bit.ly/DGtoLN
3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization
4-1-1 cadence
for content
@jonmiller
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
Key Takeaways
1. Search done correctly is one of the most effective drivers of lead generation
2. Quantify your revenue opportunity from Search
3. Attribute opportunities and closed deals back to search campaigns
4. Use interest (behaviors) as well as fit to qualify sales leads
5. Nurture relationships with the 98% of targets that are not sales ready
#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline
More Resources: www.marketo.com/resources
The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM
Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark
Marketing Attribution for Dummies Visit our homepage – webmarketing123.com
2012 State of Digital Marketing Report bit.ly/wm123report
Questions?
Jon Miller @jonmiller
[email protected] Subscribe to blog.marketo.com
Paul Taylor @webmarketing123
Thank you!