From segmentation and personalisation to PPC and social Media, this webinar has it all. Check out expert ways to attract and engage more leads through inbound and outbound marketing.
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Ray Coppinger
Senior Marketing Manager,
EMEA
Marketo
Today’s Twitter
#mktgnation
@marketo
3. • Rethinking Inbound Marketing
• PPC
• SEO
• Content, Content, Content…
• The Role of Personalisation
• Inbound Marketing Analytics
Agenda
5. From Interruption to Inbound
Source: Moz Blog
Inbound marketing
earns the attention of
customers and makes
the company easy to
be found.
Traditional Inbound
Marketing was:
1. Focused on lead
generation/acquisition
2. Very broad.
6. Attract Engage Close
Drive more
inbound
website traffic
Convert web
visitors to
leads
Right message
Right person
Right time
Accelerate the sales cycle
Increase quality leads
to sales
Win more deals
Inbound marketing needs to leverage valuable content
to attract and retain customers throughout their entire
lifecycle, not just before they are a customer, but even
after they become one.
52. Attract Engage Close
Drive more
inbound
website traffic
Convert web
visitors to
leads
Right message
Right person
Right time
Accelerate the sales cycle
Increase quality leads
to sales
Win more deals
Inbound marketing needs to leverage valuable content
to attract and retain customers throughout their entire
lifecycle, not just before they are a customer, but even
after they become one.
Hello – welcome everyone. Excited to be here to introduce the Era of Engagement Marketing and how marketers like yourself are embracing technology in today’s dynamic world to rise above the noise to drive engagement with people
I’m one of you, not to sell you anything (small commercial on the back end) , but to talk about some of the cutting edge marketing that members of our Marketing Nation have been able to achieve with some of these best practices.
Over the last ten years, Ray has worked in a range of marketing roles in some of the worlds largest and most innovative technology companies such as Marketo, SAP and PGi. He is responsible for all online marketing in EMEA for Marketo and looks after PPC, SEO, website development and social.
No, not really. But these are the foundation and should be nailed first, so start here.
At it’s core SEO really just boils down to a set of guidelines that make sure your website provides an easy and valuable user experience for your visitors.
What exactly does the algorithm take into account? No one who know will ever tell. It’s Google’s secret blend of 16 herbs and spices.
Keywords
You want to target particular keyword themes by aligning the broader content of your site to those target keywords
Website performance
Performance (site speed, server errors, code errors, mobile support)
Configuration (META tags, OG/Twitter tags, robots.txt, sitemaps, crawl-able code)
User experience
When a user does find your website in a search and clicks on the listing your site should load quickly, without errors, and present a clear and focused user experience.
Content
Finally, the content on the site should satisfy the intent of the user’s search. Whether that’s looking for a information, or a service, or a product.
This slide should look familiar to everyone
Many of the same considerations go into selecting your SEO keywords as your PPC keywords
The only other factor added to the SEO equation is how difficult a keyword term is to rank for. That is how much competition is there and how long will it take to challenge that competition.
Difficulty shouldn’t exclude a keyword term, but it may affect the priority that you assign to it
Again, it’s all about balancing your needs, resources, and expected return
SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet.
It’s everyone’s job, not just the SEO manager.
It takes discipline across departments and buy-in from all levels.
SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet.
It’s everyone’s job, not just the SEO manager.
It takes discipline across departments and buy-in from all levels.
Really, these are the big 3 for B2B.
Twitter, Facebook, and LinkedIn offer the most advertising options at the moment.
But the questions remains, should I invest in PAID social media advertising?
If this is where my target audience can be found, I’ll spend some money to get in front of them.
And yes, they do work for B2B lead generation.
LinkedIn is the obvious choice due to the very granular targeting options and business information
However Facebook and Twitter are surprisingly effective as well. Especially Facebook.
SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet.
It’s everyone’s job, not just the SEO manager.
It takes discipline across departments and buy-in from all levels.
SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet.
It’s everyone’s job, not just the SEO manager.
It takes discipline across departments and buy-in from all levels.
SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet.
It’s everyone’s job, not just the SEO manager.
It takes discipline across departments and buy-in from all levels.
SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet.
It’s everyone’s job, not just the SEO manager.
It takes discipline across departments and buy-in from all levels.
After you have mapped out your persona’s buyer’s journey – you then want to think about the story you want to be able to tell
So it is essential to start with a point of view and be consistent with that viewpoint.
Your customer is the hero – not YOU.
Storytelling is not intended to be a “selling” tool; it’s a method of building strong relationships with your customers and potential customers over time. Your story identifies what your passions are and serves as the foundation for all your future content developments. Think thought leadership not talking about your products and services.
I like to think about it in 3 phases:
Compile your data (should have this from the persona exercise)
Create a narrative
Have a unifying theme- have a point of view- this should be present across all your assets
If you want more details or even templates -> CMI is a great resource
Map your content to the right buying stage.
Ask yourself – is your content findable??? It is like if a tree falls in a forest and no one is around to hear it, does it make a sound?" - you can have the best content ever and if no one can find it – so what!
Social promotion
H1 Tag
>2 H2 Tags
Metadata – including title, descriptors, keywords
Links to related content
Alt tags for images
This is a very important topic and something to make sure you or folks on your team are current on.
Keep in mind, content is not just white papers or eBooks!
Can be simple and short blog posts, 4 minute videos, infographics, etc.
Divide and Conquer
Revise & Update
Find your Community
Find internal writers
Hire freelancers
Think about visual content!
Every piece of content should have a limited shelf life
Ask yourself:
How is this content piece performing?
Could we rewrite or redesign?
Obvious content to retire:
Reports that are dated
Assets around an event
Topic is no longer relevant
So this is great and all – you have now optimized getting all these amazing new names into your database, but how do you know whether or not these new people will actually buy your product.
First, you need to make sure you are tracking and measuring the right metrics. This will set you up for success.
If you are tracking the right metrics, the analysis part will be 10x easier.
Here are some of the important things we track at Marketo:
Lead Source – tracks the channel in which a lead enters our database – this could be PPC, Social, Sponsored Email or even the website
Acquisition Program – tracks the specific program that brought the lead into our database, for example if a new lead was brought in via PPC, the lead source would be PPC and the acquisition program would be the specific program that brought it in whether that is a keyword or geography
Successes – measure engagement within each channel. We classify successes differently for each channel. For example, if someone registers for a webinar – they are not a success, but if they attend, they are a success. Successes track how much our leads are engaging with us directly.
Cost – you want to constantly track cost so you can keep track of how much each channel and program is costing you
Revenue – by tracking revenue, you can track which programs and channels are contributing the most revenue to your business
Once you have tracked each of those metrics you can start to analyze each program and each channel on how it performs at the top of the funnel including the number of new names, number of qualified new names, cost per new name and % of new names.
The top performing programs will bring in a large number of new names and qualified new names at a very low cost. Also, channels that bring in a high percentage of new names shows that you are targeting the right audience that you haven’t reached yet.
And at the bottom of the funnel, you can track the performance by measuring the amount of pipeline and the number of opportunities each channel brings in. Also, seeing how fast these channels are generating opportunities is important to track. And finally how much real revenue is generated from each channel.
Once you have figured out your top programs and channels for ROI – how are you to decide where to invest.
The first piece of advice I can give you is don’t stick to a single channel or program. Even if some channels and programs aren’t very top performers, you’ll still need to include them and optimize them. This is because your audience consumes content in different ways – some of your potential buyers prefer facebook and others will prefer browsing marketing sites where they will see your content.
But how do you figure out where to put your money in each channel and program at the top of the funnel?
Here at marketo, we determine how to split our budget based on the opportunity performance for each channel. However, you can choose which ever metric is most important for your business. It could be subscriptions, trial sign ups, etc. In this example, Content syndication brought in 24% of all opportunities for top of the funnel programs, so they will get 24% of my budget.
And with that, we’ll head into a quick summary and then into questions.
A quick look back at the funnel – so today we have been focusing on the attract part of the funnel. But we want to make sure these visitors and leads actually close the deal with you. I will give you some tricks on how you can track each of your top of the funnel programs to the end of the sales cycle to the bottom of the funnel.