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Leads, Leads, Leads: Get Me More Leads———Presented by
Makiko AraDirector of Digital Media
My Goal for 2015:
‘Lose 10 lbs’
It wasn’t easy but I was successful in losing 10 lbs!
It took a full-time commitment and focusing on a sustainable healthy lifestyle.This is me!
Makiko Ara
If I wanted to lose 10 lbs by next Monday, you could sell me a bottle of Lipozin BUT…- One bottle will only last you 10 days- You’ll need to take it for at least 3 months to
maintain results- You still need to combine it with a healthy
low fat/low carb diet, an healthy exercise regiment, and cleansing
So is it even worth it?Buy Lipozin for $22 a
bottle on Amazon.com
Health isn’t something you turn on and off.
There are no magic pills.
Like a Healthy Lifestyle… Healthy Marketing
Requires Commitment and a Regimented Plan
But I want to get everyone on a healthy marketing regiment that provides organic leads and leads to the healthy growth of your business.
We don’t have the magic pill to get leads
Lead Gen is the tip of the iceberg
Marketing is the mass below the surface
Leads
Marketing
This presentation is...
Boring
NOT sexy
But Achievable
And Effective
First, lets get on the same page
The “New Norm”- Phil Shih, Managing Director
Structure Research
The “New Norm” of Cloud and Hosting
• Consolidation (M&A)• Competition• Declining growth rates• AWS the Juggernaut• Not enough traffic and leads *
* Either you have poor web presence or
your traffic isn’t converting to leads.
Our journey to a healthier marketing strategy starts with traffic. Let’s talk about Google.
B2B Buying Cycle Happens Online
40 to 70% of purchase research done prior to contacting a sales person
So how do you get and nurture these nameless prospects along their Buyer’s Journey?
“Moment of Truth”The “Moment of Truth” in bull fighting is the moment when the matador goes in for the kill.
In sales, it’s when the customer and organization have a one-to-one engagement where the customer can either form or change their opinion about a product or company. It is when the salesman “makes the kill” or “closes the deal”.
The reality is that the “Moment of Truth” in the sales cycle has become insignificant.
Jeff in Sales doesn’t realize that he’s really just a formality. The customer has done all their research and made their decision even before they ever talked with him.
“We’re going to get this deal!”
“Zero Moment of Truth”
StimulusZMOT
Purchase Trial
The new critical moment is when a prospect recognizes a need or pain and goes online to gather information regarding a potential solution.
Your brand needs to show up in that search phase.
Who is your buyer?Meet Barry the IT Director.
Imagine Back Then (2005)
Barry the IT Director has too much corporate data.
He gets a list of providers but information is scarce.
Barry goes on Google…
He calls a few providers to get more information.
Fast Forward to Today (2015)
Barry the IT Director still has too much corporate data.
Barry educates himself on Google (2015)
“Cloud storage
”
“Cloud for Enterprise
”
“Cloud storage with auto sync
”
“Best cloud storage with auto sync for
SMB”
Barry learns about the Cloud. He never calls anyone.
How do we get in front of Barry?
Once in front of him, how do we control the sales process?
How do we move Barry down the funnel?
What’s the answer?
You’re in luck!Tech Buyers on average consume 14 pieces of online content before
making a purchase decision.
So what kind of content should you write?
42Years old
Who is Barry?
BrownUniversity
AcmeGlobalTrading
Fear of Downtime
The Buyer Journey
Buyer realizes they have a pain
or problem.
Buyer learns about solutions &
vendors.
Buyer shortlists solutions and
vendors.
Get to know your customers
Awareness Stage
Consideration Stage
DecisionStage
Your mission is this…
Be found by
during your prospect’s Buyer Journey
Google is Always trying To Understand User Intent
Users want to learn
something
Users want to find
something
Users want to do
something
What is the user’s intent and what content would be useful?
Google’s Rating System
1.Useful
2.Relevant
3.Slightly
Relevant
4.Useless
Common objections we hear/see about marketing
Marketing is something you turn
on and off
It takes too much of my time
My Engineers don’t have time
to write
We need leads but…
I haveno time.
We need a
CULTURE SHIFTto connect content product ion to the
bot tom l ine .
“We educate people about Cloud Storage.
And oh by the way, we also sell, implement and support companies that need cloud storage”.
CULTURE SHIFT
A Healthy Marketing Regiment6 Step Process
1. Understand unique value proposition
2. Identify buyer persona
3. Understand the buyer in their journey
4. Keyword analysis (volume, competition)
5. Intent of Keyword
6. Write useful content that addresses the buyers’ pains
The Buyers Journey
AWARENESS CONSIDERATION DECISION
Example Keywords
block dropbox group policy
block dropbox cisco asa
Example Keywords
corporate data storage policy
cloud vs on premise backup
Example Keywords
cloud storage cost comparison 2015
corporate data storage costs
Google wants the best for its users
• Google “knows all”
• clickthroughs
• time on page
• bounce rate
• mobile friendly
Free junk is getting harder to give away—
How about relying on PPC as a last ditch?
PPC is good as a part of anoverall marketing strategy.
NOT the answer when things are going bad or if you need a “jolt” of leads.
Put the money towards paying your Engineers to write some content.
Organic > Paid
• It’s there for a reason.
• it earned its way through your clicks and trust.
• it didn’t bulldoze its way there through money.
Paid vs. Natural Click Distribution
NaturalSearch
PaidSearch
Of the 1.4 billion successful search queries, the vast majority ended up with natural results being clicked.
- GroupM and Nielsons
When is the last time you clicked on a paid ad?
Paid – You turn off, it’s gone forever. Organic – Evergreen
Why Organic > Paid?
1. Make a Commitment- If that means changing the culture of your company, it may need to start there.
2. Understand Your Buyers- Really get to know your Barry.
3. Follow Our 6 Step Regimented Process- Write useful and relevant content that intersects with your buyer’s journey through Google.
Simply Put…
A Case Study
Cloud SpectatorThe insight you need to move with confidence to the Cloud
—
CL O U DSP E C TAT O R. C O M
CloudSpecator is a leading cloud benchmarking company that works with both the Enterprise for cloud adoption/migration projects; and with Hosting Providers that want to benchmark their performance against other leading providers.
We’ve know Kenny Li, CEO of CloudSpectator for several years now, but he wasn’t quite ready to commit to Marketing when we first met him. But about a year ago he came to us with his commitment to make marketing a part of his business plan in 2015, in order to move his business to the next level.
We began in earnest in late November of 2014. As with all engagements, we went through a process of understanding their business model, their goals, revenue streams, and the marketplace.
The new message we developed for CloudSpectator is:
The insight you need to move with confidence to the cloud.
Who were CloudSpectator’s Buyers?
ConsultantCharles
Enterprise CIORichard
Provider CEOPaul
The Annual Cloud Benchmark Report
In November, Ken Balazs, VP of Sales and Marketing for CloudSpectator, came to us with their annual analysis of the top 10 IaaS providers.
The goal was to extend their reach beyond the hosting and cloud industry and get in front of buyers like Charles the Consultant and Richard the Enterprise CIO.
Timeline of Process
Monday, Jan 5, 2015
• Lead Conversion
• Owned Media
• Earned shares from bloggers, news
• Email campaign
Dec 2014
• Keyword research and analysis
• Value proposition and target audience
• Cover and landing page design
KW = cloud vendor benchmark 2015 pdf download
Included more popular KW’s:• “Vendor benchmark”• “Cloud vendor benchmark”• “Cloud vendor benchmark 2015”
Not a penny was spent on PPC.
Ingredients for this campaign
High quality content
Understanding of Buyer Persona, Behavior, Buyer
Journey
+ +Key Word
Research andAnalysis
Results for January 2015
848Total Views
364Submissions
Graph of Page Views by Source in January
3430Total Views
Views over 20 WeeksGraph of Page Views by Source from January 5 to May 25, 2015 (20 weeks)
Leads from February 1 to May 25
30Leads per Week(previously 6-7/wk)
120Leads per Month(previously ~30/mo)
Analysis Where did the traffic come from?
Referral traffic dried up after 3 days
Social requires continuous feeding
Traffic Sources Other than Organic Search…
Referral traffic is critical, but dies down quickly as content is pushed down on 3rd party sites.
Social media traffic is also valuable but requires continued effort to keep it visible. Only new NEWS is NEWS.
Traffic Source Organic traffic is Evergreen
Organic traffic to the page
continues to grow
Evergreen Content Lead to More Organic Leads
#1 cloud vendor benchmark 2015 pdf download
#1 cloud benchmarking for enterprises
#1 cloud price performance benchmarking
#1 cloud benchmarking 2015
#1 best price performance cloud providers
#1 cloud benchmarking#2 cloud performance benchmarking
#3 cloud vendor pricing
#4 iaas price comparison
Keyword Page Rank Results
#1
Nurturing Buyers with custom follow-up emailsAwesomeopen rates!
Reaching the Enterprise Buyers
Implementing the 6 Step Process
Understand unique value proposition
Identify buyer persona
Understand the buyer’s needs in their
journey
Keyword Analysis
Intent of Keyword
Useful content that addresses buyer’s pains
C L O U D S P E C TAT O R . C O M
"TPM is more than a strategic partner, they are an extension of my team. They have
provided both strategic and tactical expertise to help drive growth. By fully understanding the
issues and trends around Cloud and Enterprise Hosting, they are able to provide deep insight
into the customer and have been a critical element, significantly increasing web traffic, leads
and sales through their online strategies and digital marketing programs.”
— Ken Balazs, VP Sales and Marketing, Cloud Spectator
Visit:
http://site.totalproductmarketing.com/offer
FREE Overview Guide On Lead Generation
Makiko Ara, Director of Digital Media
—
Call 1.855.646.8662
1.855.6.GOTOMARKET
www.totalproductmarketing.com