get more leads from search with marketing automation
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@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
JANET DRISCOLL MILLERPRESIDENT AND CEOSEARCH MOJO
OCTOBER 18, 2012
GET MORE LEADS FROM SEARCH WITH MARKETING AUTOMATION
SEARCH-MOJO.COM@searchmojo #mojowebinar
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
– Content marketing creation
• Headquartered in Charlottesville, Va
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at Marketo User Summit, SMX, MarketingProfs, PubCon and more
• Work with multiple marketing automation tools, including Marketo, Eloqua,
Silverpop and Hubspot
SEARCH-MOJO.COM@searchmojo #mojowebinar
OUR CLIENTS
SEARCH-MOJO.COM@searchmojo #mojowebinar
AGENDA
• Search and the funnel• Forms– Lead update– Reducing form fields– Social and forms
• A|B testing• Marketing Gates
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SEARCH AND THE FUNNEL
SEARCH-MOJO.COM@searchmojo #mojowebinar
HOW SEARCH DRIVES LEADS
• 93% of B2B buyers use search to begin the buying process*
*Source: iMedia Connection
SEARCH-MOJO.COM@searchmojo #mojowebinar
HOW MARKETING AUTOMATION IMPROVES SALES
• 107% better lead conversion rate• 40% greater average deal size• 20% higher team attainment of
quota• 17% better forecast accuracy
Source: Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long-term ROI”, June 2010
SEARCH-MOJO.COM@searchmojo #mojowebinar
SEARCH AND THE SALES CYCLE
• Search puts leads in the funnel
• Marketing automation nurtures leads so they can become opportunities
Lead
Opportunity
Sale
Marketing Automation
SEARCH-MOJO.COM@searchmojo #mojowebinar
THE HANDSHAKE
• Search brings visitors• Marketing automation helps search efforts
convert visitors to leads• Marketing automation then takes the lead to
convert visitors to opportunities via nurturing
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
FORMS
SEARCH-MOJO.COM@searchmojo #mojowebinar
LEAD UPDATE
• Marketing automation UPDATES a lead’s profile instead of creating a new lead
Without Marketing Automation Without Marketing Automation
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHY REDUCE FORM FIELDS?
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHAT IS PROGRESSIVE PROFILING?
• Propagating a user’s profile over time• Marketers prioritize the fields to
capture
SEARCH-MOJO.COM@searchmojo #mojowebinar
USE PROGRESSIVE PROFILING
• Inside of the tool– Use the Progressive Profiling form
feature
• Outside of the tool– Use the API• Helpful for website pages, marketing
library logins
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHAT IS A CONVERSION PATH?
Initial Landing Page
Option 1
Option1a Option1b
Option 2
Option 2a
SEARCH-MOJO.COM@searchmojo #mojowebinar
EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
SEARCH-MOJO.COM@searchmojo #mojowebinar
EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
SEARCH-MOJO.COM@searchmojo #mojowebinar
EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
23% Increase
in Conversions(Downloads)
SEARCH-MOJO.COM@searchmojo #mojowebinar
RAXCO EXAMPLE
Initial Landing Page
Home Users Business Users
PC Virtualized Server Server
SEARCH-MOJO.COM@searchmojo #mojowebinar
EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
SEARCH-MOJO.COM@searchmojo #mojowebinar
EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
42.3% of Respondents
Fill Out Additional
Information
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHY SOCIAL?
Facebook LinkedInLikes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
SEARCH-MOJO.COM@searchmojo #mojowebinar
IMPLEMENTING SOCIAL LOGIN ON FORMS
• Marketing automation• Third-party tool• API
https://developer.linkedin.com/documents/sign-linkedinhttps://developer.linkedin.com/documents/profile-fields
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
A|B TESTING
SEARCH-MOJO.COM@searchmojo #mojowebinar
TESTING VERSIONS
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
MARKETING GATES
SEARCH-MOJO.COM@searchmojo #mojowebinar
MARKETING GATE
• Benefits– Gain more leads from content resources– Get more information from existing
leads
• Challenge–More form fields = lower conversion– Can be a barrier to content sharing
SEARCH-MOJO.COM@searchmojo #mojowebinar
SOLUTION: SOCIAL LOGIN
• Built in to several marketing automation tools– May need to use API to activate– Program separately if needed
• Benefits:– Fast signup– Likely leads to higher conversion– Learn additional information (demographics)– Spam reduction
SEARCH-MOJO.COM@searchmojo #mojowebinar
CAUTION! ALLOW FOR INDEXING BOTS
• Search engines cannot fill out forms– Same problem as seen with store
locators and other types of forms
• Ensure that you allow bots a way AROUND the form– Allows for content to still be indexed,
ranked– Allows for visitors to still receive wall
SEARCH-MOJO.COM@searchmojo #mojowebinar
MARKETING AUTOMATION TOOLS
• Marketo• Eloqua• Hubspot• InfusionSoft• Silverpop• Pardot• And many more…
SEARCH-MOJO.COM@searchmojo #mojowebinar
IN SUMMARY…
• Consider employing marketing automation
• Reduce form fields– Progressive profiling
• Try using social logins• Test to find your best options
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHAT’S NEXT?
• Interested in hearing more about Search Mojo’s services?• Reach out to Janet &
start a conversation! jmiller@search-mojo.com 800-939-5938 x101
SEARCH-MOJO.COM@searchmojo #mojowebinar
UPCOMING WEBINAR
• 9 Search and Social Media Marketing Tactics You Cannot Overlook in 2013
• November 1, 2012• 2:00 p.m. ET• Register today at
www.search-mojo.com/2013
SEARCH-MOJO.COM@searchmojo #mojowebinar
CONTACT
Janet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101
Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook:
www.facebook.com/SearchMojo
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