C3 2012 Inbound & SEO Strategies for the Best Lead Conversions - John Fernandez

#C3ny #C3ny | September 19-‐20 | New York City

Inbound and SEO Strategies for the Best Lead Conversions John C. Fernandez Director, Online MarkeGng, IntraLinks (NYSE:IL)

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Who am I?

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+  John C. Fernandez +  TwiQer: @JFernandez +  Director, Online MarkeGng +  IntraLinks (NYSE: IL) +  13 Years Experience, Formerly At:

•  Accoona

•  X3D

•  Chessclub.com

+  Searchlight Customer Since 3/12

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About IntraLinks (NYSE: IL)

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+  3,500+ clients +  90,000+ organizaGons +  2,000,000+ global users +  55,000+ transacGons + Users include 800 of the Fortune 1000

+  2011 revenue: $213M +  Total transacGons valuing: $19T

Industrial Consumer Pharma Energy

Legal Financial Trans. Fed./State

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Today’s Agenda

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1 2 3 4

The Challenge

How We Fixed Infrastructure (… and our website)

How We Fixed Search (… and our website, and how Searchlight helped)

What Happened & Next Steps

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Our Challenge

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+  In Online MarkeGng in 2009, our challenge was to re-‐design the website, but there was a problem…

•  Company had over $100 million in revenue

•  Inbound Pipeline (not even revenue!) was very low!

vs.

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How Low?

MQLs

SQLs

Pipeline $4.62M

424

$10.9K

4,992

Avg. $

2008 = Any lead passed to sales (Includes every

gated form, webform, phone call, email)

= Sales validated opportunities

= Avg. Dollar Value of Opps

= Total Value of Opps

8%

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How the Inbound World Looked in 2008

E-‐mail Web-‐to-‐lead

Manual Manual

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+ No Trackability +  Very Manual + No Consistent Process

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Steps to Our Solu\on

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+  Clean Up The Website! •  Used to take 3 clicks to get to a form, made it 1

•  Used to take 4 clicks to get to a phone number, made it 0

•  Un-‐gated all of our content (Whitepapers, Webcasts) o  Had been sending all gated form fill-‐outs directly to Sales as “MarkeGng Qualified Leads”

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Your Contact Form

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+  Ask 3 QuesGons: •  1) What does MarkeGng really need?

•  2) What does Sales really need?

•  3) And, more importantly…What does the user really need to give you?

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Does Marke\ng REALLY Need This Info?

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Form Analy\cs Are Cri\cal

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+ Google AnalyGcs Funnel! •  Cost us about $2,500 to build and

implement

•  Gives us clear data on how users proceed through the Contact Us form, where they abandon, and where they go to upon leaving

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Let’s See The Numbers

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+ We lost 7 people in this month that had already filled out First Name, Last Name, Title, Company, E-‐mail, Phone and Country

+ … and MarkeGng wasn’t leveraging this data!

Easy Decision: Remove the field!

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Pop Quiz

What % of Sales Requests Check this box on our form?

46% What % of Non-‐Sales Request Check this box?

83% We were completely misrou\ng everything!

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+  Pick up the phone! •  Check every phone number on your website, collateral, etc.

o  Who picks it up during office hours? Off hours? Weekends?

o  Made sure to have either:

–  24/7 Coverage

–  Message-‐taking capabiliGes, and reference to 24/7 number

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+ No more e-‐mail! •  Created Eloqua Forms in plain HTML for

internal Customer Service representaGves to create leads in Salesforce that can be tracked

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Live Dashboards

•  Dashboards for every region and segment •  Reports for delinquency, broken processes

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+ Dashboards for every region and segment

+  Reports for delinquency, broken processes

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What About Sales???

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+ No, we did not have any SLAs with Sales…

•  SLAs to us are magical unicorns which do not exist in our universe…

+  But, we can try a few things: •  Decide to focus on very key to-‐dos for

Sales, and creaGng reports for Sales Management, even if they do not have SLAs, can bring about very posiGve Sales behavior!

•  Mailed directly by Salesforce to Sales!

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Report #1 – 24 Hour Delinquency

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+ Great way to create “SLA” behavior:

•  MarkeGng Qualified Leads where status was sGll “MarkeGng Qualified” and Lead Age Hours > 24 Hours

•  Sales will more quickly respond to leads as to not get on this report!

o  Hence…Sales will respond to leads faster than they

used to

•  Sent daily (Monday-‐Friday) @7:30AM

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Report #2 – $0 Opportuni\es

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+  $0 OpportuniGes Are Awful •  Means that Sales has not fully validated

opportunity

•  Weakens MarkeGng Metrics by reducing average opportunity value

•  Might cause Sales to “miss” opportunity

o  CreaGng new, non-‐tracked opp!

•  Sent twice weekly (Monday & Friday)

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Report #3 – Leads with Inac\ve Sales

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+  Sales people come and go… •  …but Sales Management must re-‐assign

leads to other sales people!

•  This is criGcal in any organizaGon which has a significant amount of Sales turnover

•  Sent weekly (Friday)

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Report #4 – Convert Without Opportunity

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+  Salesforce’s biggest hole •  The only Gme Salesforce writes the

campaign code to an opportunity is when it is converted via a Lead èContact conversion process

•  This poses major challenges for exisGng customers

•  This report helps us plug one of the “leaks” in the conversion process

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One Thing You Should Do Tomorrow

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+ Go to your company’s website. •  Call every phone number, ask to talk to someone in Sales.

•  Fill out every form, and ask for an immediate response.

•  Wait… o  Keep waiGng…

–  S\ll wai\ng? »  Then you have a problem.

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What we achieved…

$31.64M

2,845

2011

$11.1K

-‐33%

571%

586%

2%

3,348

$4.62M

424

$10.9K

4,992

2008

MQLs

SQLs

Pipeline

Avg. $

8% 86%

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…And now for my next trick…

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What was missing?

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+ NoGce that there were a lot of things I didn’t talk about!

•  Where was the MarkeGng?

o  Traffic GeneraGon?

o  Search?

–  PPC?

–  SEO???????

+  All I was doing was infrastructure!

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Let’s give an example…

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+  A very important keyword for us is “Virtual Data Room”

•  “A virtual data room is an online repository of informaGon that is used for the storing and distribuGon of documents.” -‐ Wikipedia

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“Virtual Data Room” Compared to Soda…

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+  Brand Leader IntraLinks

+  Brand Follower V-‐Rooms

+ Generic Virtual Data Room

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Paid Search Conversions: 1/2010 -‐ 2/2012

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+  In looking at paid search, Virtual Data Room and its family dominates all non-‐IntraLinks brand in keywords where a conversion (Form Fill-‐Out to Sales) took place.

Rank Keyword

#1 IntraLinks

#2 IntraLink

#3 Virtual Dataroom

#4 Virtual Data Room

#5 InterLinks

#6 Document Repository

#7 Data Room Services

#8 IntraLinks Data Room

#9 Online Data Rooms

#10 Intra Links

#11 Electronic Data Room

#12 IntraLinks Com

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Organic Search Traffic: 1/2010 -‐ 2/2012

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+ However, in looking at Natural Search (non-‐Paid), the keywords skew very much towards our brand, but Virtual Data Room only ranks #88 in terms of traffic

Rank Keyword

#1 IntraLinks

#2 IntraLinks.com

#3 www.IntraLinks.com

#4 IntraLink

#5 IntraLinks Login

#6 InterLinks

#7 IntraLinks Designer

#8 Intra Links

#9 InterLinks.com

#10 ww.IntraLinks.com

#11 www.IntraLinks.cm

#88 Virtual Data Room

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Here’s what I had…

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+  Tons of B2B Websites talk like this!

•  No Images

•  Tons and tons of boring text

+ Where was my “Virtual Data Room” keyword?

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Here’s what I have now!

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+  With the new website on March 1st, we were, for the first Gme, able to have a page dedicated to “Virtual Data Room.” In fact, we never had this in our content to begin with!

+  Also added: •  SoluGon Descriptors

•  SoluGon-‐Specific Images

•  SoluGon Infographic

•  Case Studies

•  Contact Form

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Who here gets e-‐mails like this?

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But Why Is This?

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On-‐Site AnalyGcs Off-‐Site AnalyGcs

Banners

E-‐mail

Social

PPC

SEO

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We have Searchlight now!

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Conductor Recommenda\ons

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+  Searchlight had idenGfied many issues on the keyword “Virtual Data Room” which we needed to address:

o  The keyword not being included in ALT text

o  Meta DescripGon Too Long

o  Numerous Images with missing ALT AQributes

o  MulGple H1 Tags

o  Etc…

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How has our rank gone up?

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1-‐Ap

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r 15-‐Apr

22-‐Apr

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Rank

Rank

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Does our traffic confirm this?

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0

50

100

150

200

250

January February March April May June July August

Visits

Visits

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This helps our PPC, also!

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$0.00

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00

$1,400.00

$1,600.00

January February March April May June July August

Cost/Conversion

Cost/Conversion

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So what’s next for us?

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1 2 3 4

ConGnue using Searchlight to build out keywords!

ConGnue using Searchlight to resolve issues in content/technology!

Remember to focus on the user behavior!

Measure, Measure, Measure!

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Marketing

C3 2012 Inbound & SEO Strategies for the Best Lead Conversions - John Fernandez