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!?