madrid, october 2013 - lead generation and nurture

Demand and Lead Generation

Digital and Social Media

Madrid, October 2013

Agenda •  SEO strategy

•  Social media, content generation and planning

•  Demand Generation

•  Coffee Break

•  Lead Nurture program

•  Coffee Break

•  Group Exercise

MD/Owner Head of Search & Social

•  Global MSB

•  Worked with Microsoft for five years

•  Audited more than 100 Partner websites

•  Manage Microsoft Western Europe Social Media

•  Set up Global Digital Marketing Program

•  Setting up Partner Empowerment Program

“If you can’t explain it simply you don’t understand it well

enough”

Albert Einstein

Traditional sales and marketing overview

Demand Generation Lead Nurture

The Complete Lead Engine

Demand Lead Nurture

Measure return on investment

People decide over a time span

Bringing it all together The Balanced Scorecard

§  By Robert S.Kaplan and David P Norton (1996)

§  “A Landmark Achiement” Michael Hammer

The online marketing balanced scorecard

Audit Plan Action Measure Results

SEO

PPC

Content

Social

Email

The perfect balanced scorecard

Audit Plan Action Measure Results

SEO

PPC

Content

Social

Email

Windows 1.01 (1985) Windows 3.1 (1992)

Change.

Windows 95 (1995) Windows 2000 (2000)

The perfect balanced scorecard

Windows XP Windows 7

The perfect balanced scorecard

The perfect balanced scorecard

Mobile Search

Is your website mobile ready?

Change, convergence is with us

Technology continues to evolve

Behaviour  is  changing  

Geo-location continues to increase

And video is now huge and growing

Channels

Free Guide 42 Tips on how to generate more business from your website

http://business.whitehatmedia.com

1 • Collateral

2 •  Telemarketing

3 •  Events

Change in sales and marketing

1

2

3

8

7

6

5

4

Collateral

Telemarketing

Events

Email SEO

PPC

Social Media

Content

Change in sales and marketing

Challenges

More resources

New strategies

Measurement

What does this mean to you

More people are needed

You can outsource to specialists

White Hat Media are specialists

Work with 70 Partners

Focus on lead generation

Microsoft approved

Global program

Value measurement

The integration of all teams is vital

sales marketing development Process finance logistics human resources

Demand Generation, let’s look at some channels

Channels

Steven Gradidge Head of Search and

Social

Brighton & Hove Albion FC Fan

Search Engine Optimisation (SEO) Factors

Competitors

On-page

Off-page

Importance Of Off-Page

The SEO Customer Journey

1) Search

2) Results

3) Landing Page

4) Calls To Action

5) Purchase

The Triangle of Trust

Universal Search

Now, a strong linking strategy is required

Benchmark Keywords Competitors On-Page Off-Page Measure

The SEO Process

Seasonality: The Problems of Measuring Traffic

Source: Google Insights

Seasonality: Take a guess what key phrase this is:

Gareth Bale

Benchmark early

Check and monitor positions

Keywords: Search can be confusing

Search Engine Results Pages for ‘Windows’

If I Wanted Apples…To Eat

Target Phrases: Generic Vs. Long Tail

Very generic e.g. CRM

Retail System

Best

SMB

Social

Cloud

KPI’s Analytics

Reputation management applications

Market Data

Other applications

Internal Systems

Sources of Data For SEO

Measure Where You Are

Key-phrase 1

Key-phrase 2

Key-phrase 3

Key-phrase 4

Key-phrase 5

Positions, then why?

Competitors You

You cannot win a Grand Prix with one of these

Digital Marketing – Search Engine Marketing |

The right highly tuned ‘vehicle’ is needed

On-page

Code

Content

Structure

1

2

3

Three Areas to Consider:

Landing pages: Must be Optimised for Search

•  Title tags • H1, H2, H3 •  Link text •  Alt image text •  URLs

Back Links: Online PR

Bank Link Quality

Specialist, PR

Blog, forum

Directories, paid, low quality article

Social media, influence, trusted Better quality, more difficult to achieve

Link directly from Social Media

…and encourage others to do so through shares, re-tweets etc.

Support supporting content

§ Best liaised directly

§ Offer exclusives stories or content

Online Press and PR

Invite guests bloggers

Their networks will link to the post

Guest Post Post

Link

Guest post on other sites and link back

And not what they don’t

But share what they want

§  Four months campaign

§  Traffic has increased 43%

§  Organic traffic has increased 134%

§  42 targeted keywords now on the first page

Global Dynamics Partner

Sales

Based on relationships and supports the concept of ‘Trusted Advisor’

Best for B2B

Social Media

Search and social together create trust

Trust SEO Social Media

•  High positions •  Easy access •  Visibility

•  Good content •  Mention •  Visibility

People belong to tribes

People belong to tribes

Doctor Danah Boyd PHD, Microsoft Research Centre

“Choice is and continues to be dictated by social relations. People choose to go where their friends are”

Social Media is not a Cure

Update

The Network effect

22,500 150

Network Virality

What’s in it for me?

Content has become centre stage

Trusted

Expert

Interesting

Valuable

Well written

Shareable

Funny

Educational

What is good content?

Content has become centre stage

Polls Competitions Photography

Blog Videos Discounts

Content: Give Them What They Want

These are where the leads are!

Want

Need

Humanise Your Content

eat chocolate, hate Monday mornings, free lunches, good music, sleeping in on a rainy day, love finding money down the sofa, skinny dipping, get excited when they receive their Amazon delivery, laugh when people fall over, hate getting caught by red lights, like that fresh bed sheet smell, enjoy an unexpected compliment, Inter/AC Milan

Good Content Takes Time

“The amount of time required to develop a presentation is directly proportional to how high the stakes are”

Nancy Duarte Slideology

Content Calendar

Augu

st

FB

FB FB

FB

FB G+

G+

G+ Tw

Tw

Tw Pi

Pi

IG

IG

Tips For Successful Social/Content

J Seamless sign-off process

J Minimal stakeholder involvement

J Accountability

J Great content

J Measure, benchmark and report

Be where the people are

Good Content is not always found. Make it shareable!

Blog Success

•  B2B companies that blog generate 67% more leads per month than those who do not

•  66% of marketers say their company blog is “critical” or “important” to their business

•  77% of Internet users read blogs

Source: KBK Communications

Reasons Why Blogs Fail

•  Self promotional •  Too ‘salesy’ •  No clear purpose •  No accountability •  No plan

White Hat Media Blog

Facebook Algorithm: EdgeRank

Affinity

Weight

Decay

Edge

EdgeRank

Brother Old Friend

Brand

Brother

Brand

•  Heavy WEIGHT •  High AFFINITY •  Low DECAY

•  Low WEIGHT •  Low AFFINITY •  High DECAY

High EDGE

Low EDGE

Facebook: Brand Pages

HIGH

LOW

HIGH

Social Media Crisis

1

2

3

Social Media Crisis

•  All stakeholders within any given crisis to know their role within the process (chain-of-command)

•  Each stakeholder understands their accountability within online and offline communication channels

•  Each crisis level has a clearly defined response time

•  A social media crisis document should be developed before an actual crisis occurs

•  Confirmed channels: Email? Telephone? SMS?

Tools to measure ROI

KPI’s: Which ones?

Traditional sales and marketing overview

Demand Generation Lead Nurture

The Complete Lead Engine

Demand Lead Nurture

Measure return on investment

Build a Lead Engine

More than 100 Microsoft Partners’ sites audited in the last five months

‘After our site was audited and recommendations by White Hat Media our traffic and enquiries quadrupled’ Comment made in public at a Microsoft event in Berlin to 60+ Partners by Sander Schoneveld, General Manager, K3.

Free Digital Marketing Gap Analysis for 8 Partners ü  Identify areas which can be improved ü Multiple recommendations ü More website business

Q: Who are your leads today?

People who…

•  Read your blogs? •  Respond to your email? •  Download your eBooks? •  Attend your webinars? •  Watch your videos? •  Visit your website?

Tele-market through content

Create content

Share on social media

Email Call

Follow up download

A continuous source of enquiries and prospects.

Training and consultancy

Example,  LinkedIn  inbound  content  

Example,  LinkedIn,  Slideshare  combo  

Case study; content marketing

Content marketing

Content marketing

Monitor Listening Posts Anticipate Respond rapidly

Customer Services

Support customer services

Set up communities

Listen

Respond Customer becomes advocate

Customers share in her

network

What do you think?

What do you think?

Content creation

•  eBooks, white papers

•  Blogs

•  Video

•  Polls, surveys

•  Webinars

Example,  reaching  out  lead  nurture  

Data capture and squeeze pages

Drive  leads  through  content  

Content schedule Track and monitor

Why Lead Nurture?

4 types of Lead Nurture

•  Introduction • Opt in to something else Welcome

• Engage to further profile • Educate about value prop Education

• Differentiate • Re-iterate value prop Why us?

• Provide decision tools Accelerate

Segment  and  personalise  

Why people unsubscribe

Know and trust the sender: 59.2%

Subject Line: 41.1% Previously opened and thought valuable: 30.1%

(source: ReturnPath)

Routes to ROI – get yourself seen

Top 3 factors that affect opening rates

The most impactful change; the subject line. What do you think of the following?

‘Net Results Newsletter’

‘78% of SAPs customers are SME’

‘6 Online Community Tips You Should Steal Today’

‘How to Build an All-Star Social Media Team’

Why people unsubscribe

But what is the best frequency?

Test

Gather feedback

Test again

Plan Your content calendar

Who?

When?

What?

Track success with analytics

A few more tips

n Always personalise

n Never use capitals

n Auto-complete forms

n Always offer an un-subscribe option

n Nurture and follow up

Personalise  

Progressively  profile  

Learn  more  

Automated Marketing

Automation

AutomaAcally  track  acAvity  

‘Downloaded; Best Practices for Creating a Content Marketing Strategy’

Automate  and  score  

TOFU MOFU BOFU

Time  

Ready  To  Buy  

Building  Readiness  to  Buy  

Clearly  idenAfy  and  measure  your  goals  

•  Increase number of

leads

•  Increase volume of

sales

•  Reduce CCA

•  Reduce lead time

The Complete Lead Engine

Demand Lead Nurture

Measure return on investment

What  The  Lead  Engine  means  to  sales  

talktome@whitehatmedia.com  subject:  lead  engine  

  You have joined a software solution provider as the Marketing Director. To date, the company has enjoyed limited success marketing and selling.   To support growth plans, the business needs to invest more time and money in digital marketing. This is to be done through creating and implementing a successful demand generation, and lead and customer nurture plan.   Elements that need to be considered are: Objectives Planning Resources Channels and tactics for (i) lead nurture and (ii) customer nurture programmes Content Impact and value of digital marketing Delivering value to your customer’s customers Measurement

Business Case - Proposal

Company 1

•  Business to business •  Software for retail •  Target market Austria •  Consider strategy, demand

generation, channels, nurture

Business Case - Proposal

Company 2

•  Business to business •  Software for financial services •  Target Market Western Europe •  Consider strategy, demand

generation, channels, nurture

Let’s  sum  it  all  up…  

Make  sure  your  site  is  as  good  as  it  can  be  

Q:  How?                                    A:  Audit  and  acAon  

Drive  Demand  to  your  website  

Build  your  Lead  Engine  

Nurture  and  build  trust  through  content  

talktome@whitehatmedia.com  

Segment,  personalise,  profile  

Automate  and  measure,  ROI  

Track     Score   Goals  

Enjoy  your  success  

We  can  help…  

Call  0044  1273  704771  

www.whitehatmedia.com  

talktome@whitehatmedia.com  subject:  lead  engine