marketing automation and seo: advanced techniques - webmarketing123 webinar

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Marketing Automation + SEO: Advanced Techniques

Mike Turner SEO Expert & Director of Business Development Webmarketing123


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Webinar Agenda

1 Using Marketing Automation more effectively

2 Out-of-the-box value you’re missing

3 Custom reporting for Search ROI insights

4 Key Takeaways


There are many marketing automation and CRM systems, but today’s examples will focus on Marketo and Salesforce

Marketing Automation System CRM System

NOTE:


You’ve made the investment in Marketing Automation, but are frequently asked, “Are we getting the most out of it?”

You’re probably doing: •  Emails, Newsletters •  Nurture Program to stay top of mind •  Custom landing pages and offers •  Announcements

But marketing automation can be leveraged to improve Search Marketing and even measure ROI.

Using Marketing Automation more effectively


Traditionally, Marketing Automation and SEO have been seen as disconnected and serving different purposes

But there are fundamental tools within your CRM that you can use to power your SEO


PUSH LEADS THROUGH SALES FUNNEL ATTRACT NEW LEADS


Since Marketing Automation can access your CRM, there are valuable insights you can gain if you know where to look

DATA REPORTS STATS NUMBERS VISITORS ROI ROI



Webinar Agenda




4 Key Takeaways


Things you can get “out-of-the-box”:

•  Detailed reports on how people find you and where they are coming from •  When and where your open leads and opportunities are evaluating you


Know how prospects find you These are the key filters (default fields) to use in Marketo to identify what search phrases your prospects are using to find you.

Out-of-the-box Tip 1: Lead Origin


Know how prospects find you

Marketing value: Know which programs are performing (reports, keywords) Sales value: Know prospect’s intent and how to tailor your approach



But How do I close the Loop?

Marketing value: Out of the Box, Marketo & Other Marketing Automation Systems cannot access Opportunities and tie pipeline and closed won dollars to source and keywords


Closed Won Dollars

?

?

?

?

?

?


Out of the box you can’t get this:

Why is this important?: Shouldn’t the person in charge of getting more qualified visitors and leads from the website want this information?



If you’re not using Marketo and these fields don’t look familiar: Then reach out to Support team and ask: “How do I set-up a view or report that shows me a prospect’s original search phrase in finding my website?”



Using Sales Insight for at-a-glance insights

Out-of-the-box Tip 2: Arm your Sales Team


Arm your sales team with more information

Out-of-the-box Tip 2: Arm your Sales Team

With this view they will know prospects in their pipe that found them on certain keywords


70%

B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps.

Do you have alerts set up to know when contacts from open opportunities are visiting high value web pages?

A shift in the purchasing process

Out-of-the-box Tip 3: Alerts


Know when you’re being evaluated

Bob visits our “Pricing” and “Clients” page

Alert! Your opportunity, “Bob”, visited our “Pricing” and “Clients” page. May want to follow-up.

Sales Team


Tailor and time follow-up approach based on prospect’s behaviors

*


Alerts allow you to track down-the-funnel activities, as opposed to just tracking incoming leads.



Webinar Agenda




4 Key Takeaways


7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation.

Source: Webmarketing123 State of Digital Marketing Survey, 2012

Hundreds of SEO keywords get potential customers to your website, but only a handful of those keywords lead to closed deals.

Custom reporting for Search ROI Insights


In order to link search terms used to find you with closed deal revenue in your CRM, you need the following: -  Marketing Automation System

-  CRM System -  Missing Link: “Search behavior to CRM” connector tool

You already have the tools to track Search Marketing ROI (Just need to close the loop!)



From search to CRM, justify your SEO investment Custom reporting for Search ROI Insights

GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |


A Global Manufacturer worked with us to implement tracking for SEO attribution. In just 2 days, they began to connect keywords to closed deals within their CRM – and then view lead source data directly in their lead view.

Gaining Visibility into ROI

2 weeks later, client was able to attribute $1.5 million in revenue opportunity to 2 SEO keywords – more than justifying their initial investment in SEO.

KEYTOUCH CASE STUDY: GLOBAL MANUFACTURER


Example report



Close the loop, make data-driven decisions Start refining marketing program allocation based on actual revenue instead of just leads or conversions.

$85,000

$60,000

$275,000

$ $

$

$ $ $

Keyword Revenue

Opportunity Allocation

$

Keyword A

Keyword B

Keyword C



Webinar Agenda




4 Key Takeaways


Your marketing automation system gives you powerful insights, including: •  Original search terms that attract new prospects •  Alerting you when leads evaluate you on your site •  Informing you which keywords generate revenue

Use these insights to guide your marketing investments.

Key Takeaways


Use These Insights to Guide Your Investments SEO •  Run ranking reports on the keywords that are attracting the most leads

and closing the most deals •  Look for themes and identify opportunity areas

•  Small gains could mean big wins Ø  95% of Clicks Happen on Page 1 Ø  60% of Clicks are on Top 3 Results

Marketing Automation •  Use this information to fuel content creation and

focus all other marketing efforts as well

Key Takeaways


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