digital demand from click to close: realigning search marketing for the b2b buyer

#123webinar

Digital Demand from Click to CloseRealigning Search Marketing for the B2B Buyer

Live: Tuesday, 8/11 @ 10AM PT

#123webinar

We drive sales-qualified leads.Not just clicks and traffic.

/ About Webmarketing123

Paid Search

SEO Content Creation

Website Design

#123webinar800.619.1570 [email protected]

.Get help from SEO experts.Sign up for a free digital marketing assessment today.

#123webinar

1 SEO and the New B2B BuyerThe Critical Role of Search in Demand Generation

2 Master Modern Inbound MarketingBuild Your Site for Maximum SEO Performance

3 Fine Tune the Conversion FunnelOptimize Search Strategy to Drive Revenue

4 Live Q&AAsk Alex Your Toughest SEO Questions.

On the Agenda

#123webinar

71% of business purchase decisions start with a search engine.

Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.

The B2B buyer starts with SEO.

/ SEO and the New B2B Buyer

#123webinar

On average, B2B researchers do 12 searches before engaging on a brand’s site.

The B2B buyer starts with SEO.


#123webinar

The new B2B buyer might surprise you.Business purchase decision makers are younger and native to digital.


#123webinar

The new B2B buyer might surprise you.Marketing to the C-Suite is not as critical.


#123webinar

The new B2B buyer might surprise you.Cross-device fluency is key. 42% use mobile during the purchasing process.

Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.


#123webinar





On the Agenda

#123webinar

Acquire leads. Nurture leads. Sell leads..

1 Build a great content strategy.

Effective content is the backbone of modern SEO.

/ Master Modern Inbound Marketing

#123webinar

Awareness

Evaluation

Purchase

Educate prospects on the value of your product & 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!

Create and optimize content for each stage of the buyer’s journey.



#123webinar

Take it a step further with buyer personas.



1

2

3

4

Job title

Industry

Skill level

Company

#123webinar


1 Build a great content strategy.Take it a step further with buyer personas.

Buyer Stage

Awareness

Evaluation

Purchase

Marketing Analyst/Mgr. Chief Marketing Officer

Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.”

Blog: “7 Ways to Drive More Revenue with SEO this Quarter.”




Webinar: “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.”

Blog: “How to Convince Your Boss SEO is Worth the Price Tag.”

eBook: “Digital Marketing Agency Buyer’s Guide.”

Webinar: “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.”

#123webinar

But, for example, do NOT do this!

Source: Codemakit.com

2 Attract the right leads with smart SEO.Keyword strategy still matters.


#123webinar

Search engines use

Latent Semantic Indexing

to determine whether it’s valuable, relevant

content or spam.


Instead, content should contain the keyword you’d like to rank for and related keywords.

2 Attract the right leads with smart SEO.

#123webinar

Make sure you’re optimizing for user intent.

A Google search for “laptop” delivers this. A search for “notebook” delivers this.

For Example:



#123webinar

Ask yourself: What is my buyer searching for at each stage of the funnel?



Awareness

Evaluation

Purchase




“The Definitive Guide to Display Advertising”

“Digital Marketing Agency Buyer’s Guide.”

“How to Close More Deals via Digital Demand Gen”

Repurpose Content

Segment & Nurture

Get Sales Involved!

Search Query

“best practices for the Google Display Network”

“drive more sales with digital marketing”

“digital agency cost comparison”

#123webinar

Use keyword mapping to capture the right leads and direct them to your most relevant landing page.

You must have a keyword mapping doc!



#123webinar

Make sure Google understands your site is mobile-friendly.


3 Deliver a top notch UX.

“…More Google searches take place on mobile devices than on desktop computers in 10 countries including the US and Japan.”

Source: Search Engine Land, “It’s Official: Google Says More Searches Now on Mobile Than on Desktop.”.

#123webinar

Make sure Google understands your site is mobile-friendly.


3 Deliver a top notch UX.

Source: Google Webmaster Central Blog

1 Check if your site has the mobile-friendly search label.

2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report.

3 Check individual pages with Google’s Mobile-Friendly Test.

4 If you have an app, implement indexing for search now.

#123webinar





On the Agenda

#123webinar

Optimize search for sales.

/ Fine Tune the Conversion Funnel

B2B marketers still name “proving ROI” as their #1 digital marketing challenge.

Source: Webmarketing123, 2015 State of Digital Marketing

#123webinar

Here’s why you can’t afford to measure leads alone.



Sure, those marketing metrics are nice, but can

you tie it to revenue?

Lead volume is good but

what about quality? Joe from Sales says we need more tradeshow

leads.

#123webinar



Where does it all breakdown? Data silos are often the culprit.

SEO data is in Google Analytics

Social data is over here in Hootsuite.

Email performance is over here in Marketo

Ad data is over here in Marin.

CRM

Out of the box, Sales will most likely see

each lead attributed to “Web”.

#123webinar



Here’s where cross-channel attribution comes in.

Let’s say Suzie searches for “marketing automation software”.

Google serves an organic listing for your site linking to your latest eBook.

Suzie clicks on the link, but then decides to go to lunch.

While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook.

Suzie clicks on the ad and downloads the eBook.

Sales gives Suzie a call a few hours later, and sets up a demo appointment.

A month later Suzie buys your software!

#123webinar



Close the loop directly within your CRM

Opportunity Name

Revenue Commitment

First Touch

$100,000 Source: Organic SearchLanding Page: /webinar

San Francisco Startup – SEO Opportunity

Last Touch

Source: Event - TradeshowLanding Page: N/A

Suzie’s Software- Demand Gen Opportunity

$75,000 Source: Organic SearchLanding Page: /new-eBook

Source: Paid SearchLanding Page: /new-eBook

Now you can truly optimize for ROI.

Plus, you can tell Joe from Sales his tradeshow leads actually came from digital.

#123webinar





On the Agenda

#123webinar800.619.1570 [email protected]

.Get help from SEO experts.Sign up for a free digital marketing assessment today.

#123webinar

QUESTIONS? ASK AWAY!

Alex Dunks, Webmarketing123Director of Product & Technical Development

Thanks!

digital demand from click to close: realigning search marketing for the b2b buyer

Marketing

new b2b buyer

b2b buyer live

b2b path

seo experts

buyer personas

b2b researchers

backbone of modern seo

webinar digital demand