Integrating Search & Marketing

Transcription

1 Integrating Search & Marketing Jon Lisbin Principal Point It Terry Miller Managing Partner CRM Group February 18, 2009

2 Presentation About Point Agenda It Launched in April 2002 Seattle s largest independent search marketing firm 12 team members, 40+ yrs of SEM experience Servicing clients across all verticals and revenue models

3 Presentation Agenda Agenda Jon Lisbin Point It Search Engine Marketing Stats Stages of the Buying Cycle Increasing Search Lead Conversions Terry Miller CRM Group enurture Situation Analysis Sample enurture campaigns / Case Studies Q & A

4 Online Marketing ROI

5 Lead Generation and Nurturing

6 Buy Cycle `

7 Corporate Site

8 content Lead Gen LP Offer 1

9 content Lead Gen LP Offer II

10 Drip Marketing

11 About CRM Group Terry Miller Managing Partner 20+ years of experience in sales, marketing and operations for high technology companies Founder and EVP Mercata.com Responsible for marketing, merchandising, site content & design, operations and customer service VP of Sales SuperCede, Asymetrix, Softbank Senior Direct Response Positions Gupta, Broderbund Founder and General Manager Triton Products Company

12 Lead Generation and Nurturing Major Contribution to Lead Generation and Nurturing

13 enurture Situation Analysis Marketing generates leads from a number of sources Sales lacks the resources to follow up on every lead in a timely manner Problem: Finding an efficient way to further qualify leads in order to help prioritize sale s follow up activities Solution: Create an enurture campaign utilizing Get prospects to self-qualify themselves as they respond to a series of calls-to-action featuring differing bars to entry

14 enurture Campaign Benefits

15 enurture Campaign Goals Create a multi-installment nurture campaign that will provide a framework for effective customer communications centered around your company s unique value propositions Move prospects through the process to becoming qualified leads more quickly and in greater quantities Optimize open rates, click through rates and $ per generated

16 enurture Campaign Steps Evaluation - Current communication stream - Objectives - Form - Frequency Analysis - Sales cycle data - Conversion rate - Duration - Value Implementation - New customer contact strategy - Timing - Messaging - Calls-to-action 1 2 3

17 enurture Campaigns

18 enurture Campaigns

19 Case Study MNA.com enurturing registrations into paying customers with 36% 34% 32% 30% Account activation Key Factors Communication stream evaluation 28% 26% 24% 22% 20% Old contact stream New contact stream Data analysis Revised customer contact strategy

20 enewsletter Situation Analysis Not now doesn t mean not ever Some leads aren t ready to take action and don t respond to the calls-to-action from the enurture campaign Cost of acquisition already covered Problem: Finding an effective way to continue to communicate with non-responding leads after the enurture campaign Continue to present your value proposition without being annoying Solution: Create an Newsletter program Maintain mindshare with prospects Further qualify prospects into leads

21 enewsletter Benefits

22 enewsletter Campaign Goals Create a periodic enewsletter program that will continue to communicate your value propositions Position your organization as a credible supplier by providing information your prospects will value Non-sales approach Avoid self-promotion Deliver compelling content by allowing the recipients to vote with their clicks Continue to mine additional leads from your prospects

23 enewsletter Campaign Steps Strategy Content Creative Optimization - Objectives - Thought leadership - Leads - Mindshare - Categories - Quantity - Type - Voice/personality - Effective communication - Brand supportive - Reinforce personality - Test - Content type - Number of articles - Site traffic drivers - Images, Text, Links

24 Newsletter Campaigns

25 Newsletter Campaigns

26 Case Study Penner-Ash Winery B-to-C Newsletter Open Rates B-to-C Newsletter Click Rates Key Factors 50% 40% 30% 20% 10% 35% 30% 25% 20% 15% 10% 5% Highly qualified audience Compelling content 0% Average Penner-Ash 0% Average Penner-Ash

27 About CRM Group Founded May 01 Offices in Redmond, WA Help companies Acquire more customers Sell more to existing customers Improve their overall marketing efforts Strategy Content development Deployment

28 CRM Group Clients

29 Integrating Search & Marketing Q&A Jon Lisbin Point It Terry Miller CRM Group February 18, 2009