Digital Demand from Click to Close: Realigning Search Marketing for the B2B Buyer
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71% of B2B decision-makers begin their research with a search engine. Influencing the buyer’s journey at the first touch point is critical. So, the question is how can you leverage SEO to build your sales funnel? Catch our webinar and learn 3 tips to get started!
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Digital Demand from Click to Close: Realigning Search Marketing for the B2B Buyer
- 1. #123webinar Digital Demand from Click to Close Realigning Search Marketing for the B2B Buyer Live: Tuesday, 8/11 @ 10AM PT
- 2. #123webinar We drive sales-qualified leads. Not just clicks and traffic. / About Webmarketing123 Paid Search SEO Content Creation Website Design
- 3. #123webinar800.619.1570 results@webmarketing123.com . Get help from SEO experts. Sign up for a free digital marketing assessment today.
- 4. #123webinar 1 SEO and the New B2B Buyer The Critical Role of Search in Demand Generation 2 Master Modern Inbound Marketing Build Your Site for Maximum SEO Performance 3 Fine Tune the Conversion Funnel Optimize Search Strategy to Drive Revenue 4 Live Q&A Ask Alex Your Toughest SEO Questions. On the Agenda
- 5. #123webinar 71% of business purchase decisions start with a search engine. Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014. The B2B buyer starts with SEO. / SEO and the New B2B Buyer
- 6. #123webinar On average, B2B researchers do 12 searches before engaging on a brand’s site. The B2B buyer starts with SEO. / SEO and the New B2B Buyer
- 7. #123webinar The new B2B buyer might surprise you. Business purchase decision makers are younger and native to digital. / SEO and the New B2B Buyer
- 8. #123webinar The new B2B buyer might surprise you. Marketing to the C-Suite is not as critical. / SEO and the New B2B Buyer
- 9. #123webinar The new B2B buyer might surprise you. Cross-device fluency is key. 42% use mobile during the purchasing process. Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014. / SEO and the New B2B Buyer
- 10. #123webinar 1 SEO and the New B2B Buyer The Critical Role of Search in Demand Generation 2 Master Modern Inbound Marketing Build Your Site for Maximum SEO Performance 3 Fine Tune the Conversion Funnel Optimize Search Strategy to Drive Revenue 4 Live Q&A Ask Alex Your Toughest SEO Questions. On the Agenda
- 11. #123webinar Acquire leads. Nurture leads. Sell leads.. 1 Build a great content strategy. Effective content is the backbone of modern SEO. / Master Modern Inbound Marketing
- 12. #123webinar Awareness Evaluation Purchase Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “The Definitive Guide to Display Advertising” “Why our Strategy is Better than the Other Guys” “How to Close More Deals via Digital Demand Gen” Repurpose Content Segment & Nurture Get Sales Involved! Create and optimize content for each stage of the buyer’s journey. / Master Modern Inbound Marketing 1 Build a great content strategy.
- 13. #123webinar Take it a step further with buyer personas. / Master Modern Inbound Marketing 1 Build a great content strategy. 1 2 3 4 Job title Industry Skill level Company
- 14. #123webinar / Master Modern Inbound Marketing 1 Build a great content strategy. Take it a step further with buyer personas. Buyer Stage Awareness Evaluation Purchase Marketing Analyst/Mgr. Chief Marketing Officer Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.” Blog: “7 Ways to Drive More Revenue with SEO this Quarter.” Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. Webinar: “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.” Blog: “How to Convince Your Boss SEO is Worth the Price Tag.” eBook: “Digital Marketing Agency Buyer’s Guide.” Webinar: “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.”
- 15. #123webinar But, for example, do NOT do this! Source: Codemakit.com 2 Attract the right leads with smart SEO. Keyword strategy still matters. / Master Modern Inbound Marketing
- 16. #123webinar Search engines use Latent Semantic Indexing to determine whether it’s valuable, relevant content or spam. / Master Modern Inbound Marketing Instead, content should contain the keyword you’d like to rank for and related keywords. 2 Attract the right leads with smart SEO.
- 17. #123webinar Make sure you’re optimizing for user intent. A Google search for “laptop” delivers this. A search for “notebook” delivers this. For Example: / Master Modern Inbound Marketing 2 Attract the right leads with smart SEO.
- 18. #123webinar Ask yourself: What is my buyer searching for at each stage of the funnel? / Master Modern Inbound Marketing 2 Attract the right leads with smart SEO. Awareness Evaluation Purchase Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “The Definitive Guide to Display Advertising” “Digital Marketing Agency Buyer’s Guide.” “How to Close More Deals via Digital Demand Gen” Repurpose Content Segment & Nurture Get Sales Involved! Search Query “best practices for the Google Display Network” “drive more sales with digital marketing” “digital agency cost comparison”
- 19. #123webinar Use keyword mapping to capture the right leads and direct them to your most relevant landing page. You must have a keyword mapping doc! / Master Modern Inbound Marketing 2 Attract the right leads with smart SEO.
- 20. #123webinar Make sure Google understands your site is mobile-friendly. / Master Modern Inbound Marketing 3 Deliver a top notch UX. “…More Google searches take place on mobile devices than on desktop computers in 10 countries including the US and Japan.” Source: Search Engine Land, “It’s Official: Google Says More Searches Now on Mobile Than on Desktop.”.
- 21. #123webinar Make sure Google understands your site is mobile-friendly. / Master Modern Inbound Marketing 3 Deliver a top notch UX. Source: Google Webmaster Central Blog 1 Check if your site has the mobile-friendly search label. 2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report. 3 Check individual pages with Google’s Mobile-Friendly Test. 4 If you have an app, implement indexing for search now.
- 22. #123webinar 1 SEO and the New B2B Buyer The Critical Role of Search in Demand Generation 2 Master Modern Inbound Marketing Build Your Site for Maximum SEO Performance 3 Fine Tune the Conversion Funnel Optimize Search Strategy to Drive Revenue 4 Live Q&A Ask Alex Your Toughest SEO Questions. On the Agenda
- 23. #123webinar Optimize search for sales. / Fine Tune the Conversion Funnel B2B marketers still name “proving ROI” as their #1 digital marketing challenge. Source: Webmarketing123, 2015 State of Digital Marketing
- 24. #123webinar Here’s why you can’t afford to measure leads alone. Optimize search for sales. / Fine Tune the Conversion Funnel Sure, those marketing metrics are nice, but can you tie it to revenue? Lead volume is good but what about quality? Joe from Sales says we need more tradeshow leads.
- 25. #123webinar Optimize search for sales. / Fine Tune the Conversion Funnel Where does it all breakdown? Data silos are often the culprit. SEO data is in Google Analytics Social data is over here in Hootsuite. Email performance is over here in Marketo Ad data is over here in Marin. CRM Out of the box, Sales will most likely see each lead attributed to “Web”.
- 26. #123webinar Optimize search for sales. / Fine Tune the Conversion Funnel Here’s where cross-channel attribution comes in. Let’s say Suzie searches for “marketing automation software”. Google serves an organic listing for your site linking to your latest eBook. Suzie clicks on the link, but then decides to go to lunch. While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook. Suzie clicks on the ad and downloads the eBook. Sales gives Suzie a call a few hours later, and sets up a demo appointment. A month later Suzie buys your software!
- 27. #123webinar Optimize search for sales. / Fine Tune the Conversion Funnel Close the loop directly within your CRM Opportunity Name Revenue Commitment First Touch $100,000 Source: Organic Search Landing Page: /webinar San Francisco Startup – SEO Opportunity Last Touch Source: Event - Tradeshow Landing Page: N/A Suzie’s Software- Demand Gen Opportunity $75,000 Source: Organic Search Landing Page: /new-eBook Source: Paid Search Landing Page: /new-eBook Now you can truly optimize for ROI. Plus, you can tell Joe from Sales his tradeshow leads actually came from digital.
- 28. #123webinar 1 SEO and the New B2B Buyer The Critical Role of Search in Demand Generation 2 Master Modern Inbound Marketing Build Your Site for Maximum SEO Performance 3 Fine Tune the Conversion Funnel Optimize Search Strategy to Drive Revenue 4 Live Q&A Ask Alex Your Toughest SEO Questions. On the Agenda
- 29. #123webinar800.619.1570 results@webmarketing123.com . Get help from SEO experts. Sign up for a free digital marketing assessment today.
- 30. #123webinar QUESTIONS? ASK AWAY! Alex Dunks, Webmarketing123 Director of Product & Technical Development Thanks!
Notas do Editor
- Hello everyone! Welcome to today’s webinar, “Digital Demand from Click to Close: Realigning Search Marketing for the B2B Buyer.” My name is Alex Dunks, Director of Product & Technical Development here at Webmarketing123. I’ll be hosting our webinar today.
- Before we dive into the discussion, I wanted to give you a bit of background on us. We are a digital agency, founded in 2004 and headquartered in the San Francisco Bay Area. Our team is 100% focused on delivering SQLs and revenue growth from digital – not just clicks and traffic. We take pride in our metrics-driven approach to digital demand gen. Also, I wanted to take this time to run through a few of our frequently asked webinar questions. If you have any questions, we’d love to chat. Our Director of Marketing, Lauren, is standing by to answer questions via the GoToWebinar chat and Twitter. If you’d like to tweet us, just use #123webinar. Plus, we’ll be sending out a copy of the slides and webinar recording to all of our attendees. [Next Slide]
- Finally, we’re offering a free digital marketing assessment today for our webinar attendees. If you’re interested, feel free to let us know in the GoToWebinar chat, call us at 800-619-1570, or email us at results@webmarketing123.com. For those that sign up, our team will analyze your current digital marketing strategy and cover: How to measure your revenue opportunity from search Actionable tips to drive more sales-qualified leads from digital How you stack up compared to competitors Give us a shout if you’re interested!
- Here’s a quick look at what we’ll cover today: First, we’ll cover the importance of SEO and the new B2B Buyer. SEO is a critical digital channel and is only becoming more influential with the evolving behavior of the new B2B buyer. Next, we’ll discuss the 3 essential steps to maximizing your site’s SEO performance. Then, most importantly, we’ll run through how to optimize for ROI. Finally, we’ll conclude with a live Q&A session. Again, feel free to chat or tweet your questions.
- The B2B sales & marketing funnel has shifted. Before, customers had to talk to your sales team. Now, talking to sales is the last thing prospects do. Your prospects have changed how they make their decisions. The old linear sales funnel no longer applies. Back in the day, sales and marketing teams had the chance to mold the prospect’s decision-making process from the start. Now, the prevalence of digital and search has forever changed the traditional sales funnel as we know it. In fact, 71% of business purchase decisions start with a search engine.
- It’s critical to influence the buyer at the first step in their path to purchase. You best bet is SEO. On average, B2B researchers do 12 search before engaging on a brand’s site.
- Plus, there’s been a major shift in WHO the new B2B prospect is. The majority of B2B decision-makers are young millennials and digital natives.
- Marketing to the C-Suite is not as critical as it once was. Sure, they still maintain final sign-off, but lower level employees heavily influence their decisions. Example: Let’s say you were shopping for a new marketing automation system. You would probably ask whoever uses the system hands-on to advise you on what features to look for and what brands to demo first. Decision makers rely on the experts when making purchase decisions.
- Finally, the new B2B buyer is mobile. 42% use mobile during the B2B purchasing process, which completely defeats the myth that mobile is mainly a B2C thing. B2B can no longer afford to wait to get on the mobile band wagon. If you haven’t already, it’s time to invest in responsive design.
- Now, on to the 3 major strategy pieces you need to win modern SEO.
- #1 Build a great content strategy. Great content delivered to the right audience at the right time supports these basic steps: (1) Acquiring, (2) Nurturing and (3) Selling leads. These steps are probably not new to you, but exactly how content supports the new buyer’s journey might be. Effective content is the backbone of a successful inbound marketing strategy [Next Slide]
- Create and optimize content for each stage of the buyer’s journey.
- Take it a step further by defining your target audience. Build buyer personas to clearly define your audience. A buyer persona gives your team better understanding of your audience by inferring a prospect’s specific wants and needs via job title, industry, skill level and company. Here’s an example from our team. Based on this buyer persona we know Jane is probably more interested in hearing about ways to “Finally, Tie Marketing Performance to Revenue” than “6 Ways to Optimize Your Landing Page for Conversion.” The latter is more suitable for a Marketing Manager or Coordinator who reports to Jane. For example, when we are deciding to work with a new partner or are bringing on a new client, there are often 3-5 decision makers, each with different roles and goals, that need to be convinced of our value.
- Here’s an example of content for two buyer personas for each stage of the buyer’s journey. (Review each row to contrast the difference in content between the personas.)
- #2. Attract the right leads with smart SEO. Keyword strategy still matters, but the days of keyword stuffing are long gone. In fact, Google could punish you for this practice now. Here’s an example of what not to do. Instead you should aim to base your keyword strategy on user intent. Think about what prospects would search for at each stage of their research and attempt to answer those questions. This means keyword strategy is more about keyword themes than the number of times a specific keyword is included on the landed page.
- Content should contain the keyword you’d like to rank for AND related keywords. Related keywords are important because search engines use latent semantic indexing to determine whether it’s valuable, relevant content or spam. For example, we have a client in software security, and when the heart bleed update (a password security loophole) happened, it was very beneficial for them to write about this topic. While it’s not directly related to their product keywords, Google saw them as being more relevant to software security as a whole and lifted rankings across the board.
- Don’t make the mistake of optimizing for internal jargon! Here’s an examples from another one of clients who at first used the term notebook to describe their laptops. (Do a sample search of “notebook” to demonstrate this.)
- Ask yourself: What is my buyer searching for at each stage of the funnel? This is where you start thinking about long tail keywords. Usually you have a target list of 10 head match terms, and then you have a list of long tail keywords to guide your content creation strategy For example, when we were talking about laptops before, think of different ways to hint at your relevance to “best laptops.” A search for “reliable laptop” might indicate something the user is having a problem with their laptop.
- Capture the right leads and direct them to your most relevant landing page. You must have a keyword mapping document to do this! This also illustrates why keyword themes have become more important than individual keywords.
- #3. Deliver a notch UX. Make sure Google understand your site is mobile-friendly. More Google searches take place on mobile device now than on desktop computers. Mobile is actually here. We cannot afford to wait anymore. (Talk about the Driscoll’s example.)
- Here are 4 ways to check if your website is considered mobile-friendly. More on #4:
- Finally, let’s talk about how to drive more sales from SEO.
- The first step in optimizing SEO for sales is making sure you can measure ROI. B2B marketers still name “proving ROI” as their #1 digital marketing challenge. It’s particularly tough for them to measure SEO ROI. 78% of B2B marketers practice SEO, but just 23% can prove ROI.
- The inability to measure ROI usually results in relying on other KPIs like raw lead volume and cost per lead. But, then this is what happen when the big boss starts asking questions: “Sure, those marketing metrics are nice, but can you tie it to revenue? Lead volume is good but what about quality? Joe from Sales says we need more tradeshow leads.”
- The question is, where does it all breakdown? In an era of where so many analytics solutions are available, why is it still so difficult to measure ROI? Data silos are often the culprit.
- Here’s an example of why cross-channel attribution is key.
- Once you close the loop directly within your CRM, you can truly optimize for ROI. Plus, you can tell Joe from Sales his tradeshow leads actually came from digital.
- Ok! Before we move on to our Q&A session….
- I wanted to remind everyone to take advantage of our free digital marketing assessment. If you’re interested, feel free to let us know in the GoToWebinar chat, call us at 800-619-1570, or email us at results@webmarketing123.com. For those that sign up, our team will analyze your current digital marketing strategy and cover: How to measure your revenue opportunity from search Actionable tips to drive more sales-qualified leads from digital How you stack up compared to competitors ….
- And with that, let’s kickoff the Q&A. Lauren – Do we have any questions from the audience?