Flood Your Sales Pipeline with Qualified Search Marketing Leads

Flood Your Sales Pipeline

with Qualified Search

Marketing Leads

© 2013 Marketo, Inc.

Today’s Speakers: Jon Miller, VP Marketing and Co-Founder Marketo @jonmiller

Paul Taylor, Founder and CEO Webmarketing123

@webmarketing123

#FloodYourPipeline

#RevEngine © 2013 Marketo, Inc. #FloodYourPipeline

Topics

• Search Marketing Role in Lead Generation

• Quantify Search Opportunity: “Cost Of Not Ranking”

• Client Success Stories

• The Conversion of Search Leads

• How To Nurture and Score

Search Marketing

Role in Lead

Generation

Fast growing. Award winning.

Top 10 in Bay Area’s 100

Fastest Growing Companies Top 500 Fastest Growing

Private US Companies

Who are we? /

Global digital marketing agency providing:

Search Engine Optimization

Paid Search Advertising

Display Advertising

Social Media

Website Design

Content Creation

Custom Measurement and Attribution

* We’re heavy Marketo and marketing automation advocates

Who are we? /

Experts at growing revenue for

clients with cost-effective

digital marketing.

Clients /

When compared to Social

Media and Paid Search,

SEO has the biggest impact on

Lead Generation

Top objective for B2B: Generate Leads

Top objective for B2C: Generate Awareness

We surveyed 500+ marketers In our 2012 State of Digital Marketing Survey

4 Billion Daily Searches on Google

*SEOmoz

4 Billion (2012)

2.4 Billion (2010)

3 Billion (2011)

But that’s no surprise.

90% of clicks happen on Page 1

Optify Study, 2011

Position CTR

1 45.46%

2 15.69%

3 10.09%

4 5.49%

5 5.00%

6 3.94%

7

2.51%

Eye tracking data from official Google blog

90% of people now use search engines during their purchase process

How has SEO evolved?

4 results (0.20 seconds)

Buyers are moving further through the purchase process

Buyers are 57-70% of the way through the purchase process before they contact you (Google)

They’re visiting your site, reading reviews, checking pricing, etc.

More emphasis on unique, timely, and quality content

Are you creating it and syndicating it through multiple channels? Complement with Social.

Social Media signals play a bigger role Google+ impacts your natural ranking

From 2010-2012, 163% growth in mobile share of total traffic worldwide (Pingdom)

Mobile search growing rapidly

Algorithm changes require a more agile SEO program

The jury is still out on what impact will come from “social search”

Surprisingly, only 10% of websites are optimized for mobile users (Mongoose Metrics)

What does this mean for you?

Potentially a HUGE and

quantifiable opportunity

for you to acquire qualified leads through Search.

…but just how big?

The Cost of Not

Ranking

For a B2B Software Provider, The Cost of Not Ranking on

Page 1 of Google is:

$32 million/year

Factors to consider:

• Monthly traffic volume

• Analytics data

• Competitor rankings

• Conversion rate

First, identify your primary keywords Make sure to include a mix of high volume as well as high converting.

Next, determine the average CTR of Page 1 Results Page 1 averages range from 2-35%, based on position. Let’s use a conservative 7%.

Now, multiply total monthly searches by CTR to get

potential monthly visitors

1,024,700 monthly searches

x 7% average CTR

___________________________

=71,729 new website visitors

71,729 new website visitors

Now, we calculate the number of potential monthly leads


71,729 monthly visitors

x 3% conversion rate

___________________________

=1,793 new leads

Using the Google B2B average visitor-to-lead conversion rate of 3%.

1,793 new leads

* For a more accurate number, insert

your conversion rate.

Now, we calculate the number of potential qualified leads Lead to qualified lead percentage varies, but in our example, we’ll use 15%.


1,793 new leads

x 15% qualfication rate

___________________________ =269 new leads

1,793 new leads

269 new qualified leads

* For a more accurate number, insert your

qualification rate.

Now, we calculate the number of potential closed deals Qualified lead to closed deal percentage varies business to business. We’ll use 10%.



x 10% close rate

___________________________ =27 new deals

1,793 new leads

* For a more accurate number, insert

your close rate.


27 new deals

Now, calculate the amount of potential monthly revenue For this client, the average value of a new customer is $100,000.


27 new deals

x 100,000 avg. sales price

___________________________

= $2,700,000

1,793 new leads


27 new deals

$2,700,000 monthly revenue

Now, calculate the amount of potential monthly revenue For this client, the average value of a new customer is $100,000.


1,793 new leads


27 new deals

$2,700,000 monthly revenue

$32,400,000 annual revenue

2.7 million monthly revenue

x 12 months ___________________________

= $32,400,000

Step-by-Step Calculation

of the Cost of Not Ranking on Page 1 of Google

1. Keyword Search Volume

2. CTR on Search Results (New Visitors)

3. Visitor Lead Rate

4. Raw Lead Qualified Lead Rate

5. Qualified Lead Closed Deal Rate

6. Average Deal Size

7. (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential

Knowing the opportunity is step 1. Are you closing the loop?

Success Stories

Zenprise doubled lead flow by leveraging an

integrated Paid and Organic Search Marketing program

RESULTS In less than 60 days, #17 to #3 on Google for the primary keyword behind Apple and Wikipedia.

Acquired by

• Extremely competitive keywords

• Lacked bandwidth to manage SEO and Paid Search campaigns

Goals: Increase lead volume (maintain quality), outrank competition, and speed up execution of

search marketing campaigns.

PROBLEM

• Set unique KPIs and benchmarks, as well as established Search as a company-wide endeavor

• Developed action plan to leverage in-house strengths and identify obstacles to fast results

SOLUTION: SEO, PPC

RESULTS

51% Increase in non-branded organic traffic

8x Return on Search Marketing investment

2x conversions volume, ½ cost per conversion

273% Increase in online sales revenue for

Camille La Vie by targeting “Homecoming” related keywords

• Relied heavily on in-store sales revenue

• Minimal site traffic and online sales

Goals: Boost traffic and conversions, as well as visits to product pages, online sales,

catalog downloads, and “Find a store” on-site searches.

PROBLEM

• Developed a strategic SEO program targeted around high opportunity keywords

• Recommended and executed content strategy – creation and syndication

SOLUTION: SEO

RESULTS

283% Increase in overall organic traffic

3,265% Increase in traffic (YOY) for “homecoming dress” (july-sept.)

273% Increase in revenue from organic traffic

The Conversion of

Search Leads


Search Is Marketo’s Top Driver of Pipeline

Screenshot: Marketo Revenue Cycle Analytics Top programs (all time) as of 1/7/2013

@jonmiller


<25% of All Names Are Ready To Go To Sales

Source: Marketo actual data

50%

25%

25%

Marketo Data:

•% new Prospects not MQL-ready: 81%

•Prospect to MQL time: 123 days avg.

•% Slow Leads: 66%

Source: RainToday

@jonmiller


Marketo Data by Source

Source: Marketo Revenue Cycle Analytics, February 2013

@jonmiller

How To Nurture

and Score


Lead Scoring Defined

“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”

Nurture Nurture Disqualify Pass to Sales

Pass to Sales

Fit Interest Buying Stage

@jonmiller


Hard ROI of Lead Scoring

We pass everything

to sales and let them cherry

pick

We score leads

based on fit

We score leads

based on fit as well as interest

0%

5%

10%

15%

20%

25%

30%

35% Revenue Growth vs Peers

We pass everything

to sales and let them cherry

pick

We score leads

based on fit

We score leads

based on fit as well as interest

0%

10%

20%

30%

40%

50%

60%

70% Sales Time Spent Selling

Source: Marketo Benchmark on Revenue Performance as of May 10, 2012 (N=300)

@jonmiller


A Framework for Lead Scoring

Explicit What the prospect tells you

Inferred What you observe or infer

Fit Are you interested in them?

• Demographics

• Firmographics

• BANT

• Data append

• Data quality

• Corporate email

• Location

Interest Are they interested in you?

• BANT

• Latent behaviors (engagement)

• Active behaviors (sales readiness)

Get The “Definitive Guide to Lead Scoring”

http://bit.ly/DGtoLS

@jonmiller

http://bit.ly/DGtoLS


Behavioral Scoring: Examples

• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10

• Pricing pages:

• +10 regular, +15 detailed • Watch demos:

• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8

@jonmiller


One Way to Identify Marketing Qualified Leads

21+ Super-Target

Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20+ 45+ 90+

Buying Intent <6 6+ 13+ 19+

Fit

Inte

rest

@jonmiller


Sales Development Reps (SDRs) Pass The

Baton from Marketing to Sales

• Faster, more consistent, & better quality follow-up on leads

• Better economics

• The human touch enhances lead nurturing

• Better data and more metrics

• Talent development for sales

Best place for dramatic improvements in business performance are handoffs between functions

@jonmiller


All N

am

es

Pro

spect

&

Recycle

d

Engaged

Lead

Nurturing

Lead Nurturing for the 97% Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

Opportunity

Sale

s Lead

MQL

SAL SQL

“The art of maintaining permission to stay in front of your buyers as

they educate themselves”

@jonmiller


The Value of Lead Nurturing

Fast Leads

( MQL <1 mo)

Slow Leads

(MQL >1 mo)

Total Leads

(MQL)

Cost / Lead

(MQL)

Without

Nurturing 20% 6.67% 26.67% $206.00

With

Nurturing 20% 20.0% 40.0% $137.50

Source: Actual Marketo data; assumes $55 per target

Marketo ROI Results

Results: 50% more marketing qualified leads from lead nurturing

@jonmiller


Lead Nurturing Relevance 1. BUYING STAGES

• Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer

2. PERSONA • Molly Marketer • Sam Sales • Jack Executive

Get The “Definitive Guide to Lead Nurturing”

http://bit.ly/DGtoLN

3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization

4-1-1 cadence

for content

@jonmiller

http://bit.ly/DGtoLN


Key Takeaways

1. Search done correctly is one of the most effective drivers of lead generation

2. Quantify your revenue opportunity from Search

3. Attribute opportunities and closed deals back to search campaigns

4. Use interest (behaviors) as well as fit to qualify sales leads

5. Nurture relationships with the 98% of targets that are not sales ready


More Resources: www.marketo.com/resources

The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM

Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark

Marketing Attribution for Dummies Visit our homepage – webmarketing123.com

2012 State of Digital Marketing Report bit.ly/wm123report

http://www.marketo.com/resources

http://bit.ly/DG2MM

http://www.marketo.com/benchmark

Questions?

Jon Miller @jonmiller

[email protected] Subscribe to blog.marketo.com

Paul Taylor @webmarketing123

[email protected]

Thank you!

Flood Your Sales Pipeline with Qualified Search Marketing Leads

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