Learn how to use marketing automation to power your SEO program and measure its contribution to revenue.

1. Marketing Automation + SEO:
Advanced Techniques
Mike Turner
SEO Expert & Director of Business Development
Webmarketing123
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3. Some Practical Matters
Yes! Just email
ü Are the slides available? seo@webmarketing123.com
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using #123webinar @webmarketing123
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ü Stay informed by
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ü Ready to take the next step with us?
Request a Complimentary SEO Assessment Today.
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4. Webinar Agenda
1 Using Marketing Automation more effectively
2 Out-of-the-box value you’re missing
3 Custom reporting for Search ROI insights
4 Key Takeaways
@webmarketing123 #123webinar

5. Webinar Agenda
1 Using Marketing Automation more effectively
2 Out-of-the-box value you’re missing
3 Custom reporting for Search ROI insights
4 Key Takeaways
@webmarketing123 #123webinar

6. NOTE:
There are many marketing automation and CRM systems,
but today’s examples will focus on Marketo and Salesforce
Marketing Automation System
CRM System
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7. Using Marketing Automation more effectively
You’ve made the investment in Marketing
Automation, but are frequently asked,
“Are we getting the most out of it?”
You’re probably doing:
• Emails, Newsletters
• Nurture Program to stay top of mind
• Custom landing pages and offers
• Announcements
But marketing automation can be leveraged to
improve Search Marketing and even measure ROI.
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8. Using Marketing Automation more effectively
Traditionally, Marketing Automation and
SEO have been seen as disconnected
and serving different purposes
PUSH LEADS THROUGH SALES FUNNEL
ATTRACT NEW LEADS
But there are fundamental tools within your CRM that you can use to power your SEO
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9. Using Marketing Automation more effectively
Since Marketing Automation can access your
CRM, there are valuable insights you can
gain if you know where to look
ROI
DATA
REPORTS
STATS
NUMBERS
VISITORS
RO
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10. Webinar Agenda
1 Using Marketing Automation more effectively
2 Out-of-the-box value you’re missing
3 Custom reporting for Search ROI insights
4 Key Takeaways
@webmarketing123 #123webinar

11. Things you can get “out-of-the-box”:
• Detailed reports on how people find you and where they are coming from
• When and where your open leads and opportunities are evaluating you
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12. Out-of-the-box Tip 1: Lead Origin
Know how prospects find you
These are the key filters (default fields) to use in Marketo to identify what
search phrases your prospects are using to find you.
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13. Out-of-the-box Tip 1: Lead Origin
Know how prospects find you
Marketing value: Know which programs are performing (reports, keywords)
Sales value: Know prospect’s intent and how to tailor your approach
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14. Out-of-the-box Tip 1: Lead Origin
But How do I close the Loop?
Closed Won Dollars
?
?
?
?
?
?
Marketing value: Out of the Box, Marketo & Other Marketing Automation
Systems cannot access Opportunities and tie pipeline and closed won
@webmarketing123 #123webinar
dollars to source and keywords

15. Out-of-the-box Tip 1: Lead Origin
Out of the box you can’t get this:
Why is this important?: Shouldn’t the person in charge of getting more
qualified visitors and leads from the website want this information?
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16. Out-of-the-box Tip 1: Lead Origin
If you’re not using Marketo and these fields
don’t look familiar:
Then reach out to Support team and ask:
“How do I set-up a view or report that
shows me a prospect’s original search
phrase in finding my website?”
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17. Out-of-the-box Tip 2: Arm your Sales Team
Using Sales Insight for at-a-glance insights
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18. Out-of-the-box Tip 2: Arm your Sales Team
Arm your sales team
with more information
With this view they will know prospects
in their pipe that found them on certain
keywords
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19. Out-of-the-box Tip 3: Alerts
A shift in the purchasing process
70%
B2B buyers are moving 60-70% of the
way through the sales funnel before
they engage directly with sales reps.
Do you have alerts set up to know when
contacts from open opportunities are
visiting high value web pages?
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20. Out-of-the-box Tip 2: Alerts
Know when you’re being evaluated
Bob visits our “Pricing”
and “Clients” page
*
Alert! Your opportunity,
“Bob”, visited our “Pricing”
and “Clients” page. May
want to follow-up.
Sales Team
Tailor and time follow-up approach based on prospect’s behaviors
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21. Out-of-the-box Tip 2: Alerts
Alerts allow you to track
down-the-funnel activities,
as opposed to just
tracking incoming leads.
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22. Webinar Agenda
1 Using Marketing Automation more effectively
2 Out-of-the-box value you’re missing
3 Custom reporting for Search ROI insights
4 Key Takeaways
@webmarketing123 #123webinar

23. Custom reporting for Search ROI Insights
Hundreds of SEO keywords get potential
customers to your website, but only a handful
of those keywords lead to closed deals.
7 in 10 marketers can’t attribute ROI from SEO
– the #1 channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
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24. Custom reporting for Search ROI Insights
You already have the tools to track Search
Marketing ROI (Just need to close the loop!)
In order to link search terms used to find you with closed deal
revenue in your CRM, you need the following:
- Marketing Automation System
- CRM System
- Missing Link: “Search behavior to CRM” connector tool
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25. Custom reporting for Search ROI Insights
From search to CRM, justify your SEO investment
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |
@webmarketing123 #123webinar

26. KEYTOUCH CASE STUDY: GLOBAL MANUFACTURER
Gaining Visibility into ROI
A Global Manufacturer worked with us to implement tracking for SEO
attribution. In just 2 days, they began to connect keywords to closed deals
within their CRM – and then view lead source data directly in their lead view.
2 weeks later, client was able to attribute $1.5 million in
revenue opportunity to 2 SEO keywords – more than justifying
their initial investment in SEO.
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27. Custom reporting for Search ROI Insights
Example report
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28. Custom reporting for Search ROI Insights
Close the loop, make data-driven decisions
Start refining marketing program allocation based on actual revenue
instead of just leads or conversions.
Revenue
Keyword
Allocation
Opportunity
Keyword A
$85,000
$
$
Keyword B
$60,000
$
Keyword C
$275,000
$
$
$
$
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29. Webinar Agenda
1 Using Marketing Automation more effectively
2 Out-of-the-box value you’re missing
3 Custom reporting for Search ROI insights
4 Key Takeaways
@webmarketing123 #123webinar

30. Key Takeaways
Your marketing automation system gives
you powerful insights, including:
• Original search terms that attract new prospects
• Alerting you when leads evaluate you on your site
• Informing you which keywords generate revenue
Use these insights to guide your
marketing investments.
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31. Key Takeaways
Use These Insights to Guide Your Investments
SEO
• Run ranking reports on the keywords that are attracting the most leads
and closing the most deals
• Look for themes and identify opportunity areas
• Small gains could mean big wins
Ø 95% of Clicks Happen on Page 1
Ø 60% of Clicks are on Top 3 Results
Marketing Automation
• Use this information to fuel content creation and
focus all other marketing efforts as well
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32. We invite you to…
Download:
2012 State of Digital Marketing Report
bit.ly/2012wm123
webmarketing123.com
Email Us for a Free Consultation:
ü SEO/PPC/Social Media Marketing
ü Measurement/Analytics Approach
ü Lead Gen Effectiveness
Mike.t@webmarketing123.com
seo@webmarketing123.com
NEXT WEEK’S WEBINAR:
How Your Website is
Working Against You
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