B2B Marketing Meetup
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A talk given by Brent Harrison of SmokeJumper Strategy to the founders, CEO's and marketing leads of a Silicon Valley venture firm's portfolio of B2B and biotech companies.
B2B Marketing Meetup
- 1. Marketing Meetup February, 2010 Strictly confidential
- 2. Who . . . . . . has a website? . . . optimized for search? . . . knows where traffic comes from? . . . knows the most popular content? . . . how much a visit costs? . . . visitor to lead conversion rate? 2 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential
- 3. And who . . . . . . published a white paper? . . . a customer success story? . . . posts to a blog? . . . issued a 2.0 Press Release? . . . is on Twitter? . . . uses bit.ly? . . . moderates a forum on LinkedIn? . . . syndicates video online? 3 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential
- 4. Intro . . . Brent Harrison ≒ Founder & President, SmokeJumper Strategy Over 30 projects in Marketing Strategy, Product Innovation and Online Marketing B2B: Ariba, Emerson, MerchantCircle, VeriSign B2C: MyWire, Veoh, Yahoo!, Yakima Biotech: BD Biosciences Development: M7 (BEA) Education: McGraw-Hill, SchoolLoop, SunGard Public Sector ≒ Founder, Savvy Cellar Wines & Organic Wine Review ≒ Vice President, Marketing @ Apple ≒ Executive Director & GM @ AOL and Netscape ≒ Smokejumper, parachuting into forest fires 4 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential
- 5. Marketing . . . Then & Now Limited Dynamic Access Predefined Maturing Fixed Infinite Consumption Controlled Open Measurement Impressions ROI 5 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential
- 6. . . . Challenges Still Abound ≒ Great if you are a consumer company but what about enterprise markets? ≒ Markets are fractured how best to access them in a scalable or cost-efficient manner? ≒ Prospects seem to have ADD how do we engage? ≒ We have a website, issue whitepapers and press releases periodically isnt that enough? ≒ How to focus those that provide greatest impact? ≒ Online marketing wont work for me - I still need a salesperson to sell and close deals. ≒ How do I embrace marketing analytics and measurement as core to how we function (when I didnt come from that world)? 6 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential
- 7. Situation: Top 25 Search Terms Search Volume (Avg. Per Month) - 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 0 antivirus software antivirus Rank in Organic Search Results virus scan antivirus firewall 20 antivirus firewall software 40 virus adware 60 80 100 120 spyware 140 160 180 spam compliance viruses phish firewall risk 200 7 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential
- 8. SEO Report Card & Action Plan Report Card Action Plan ≒ Overall Grade F 1. Drive keyword rankings ≒ Drive top 10 rankings into top ≒ Keyword Selection F 3 ≒ Drive top 200 to page 1 (top 10) ≒ Keyword Density D 2. Focus on priority ≒ Webpage Titles C webpages ≒ Meta Descriptions F ≒ Top of funnel (product and information pages) ≒ Headers (H1 | H2) D 3. Change page-by-page ≒ Inbound Links C ≒ Titles, descriptions and headers ≒ Quality inbound link building 8 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential
- 9. Improvement Opportunity (Top 10) Avg. 4Q09 4Q09 1Q10 1Q10 Keyword Searches Rank CTR Traffic Rank CTR Traffic virus 11,100,000 43 1.27% 140,970 69 1.01% 112,110 viruses 11,100,000 >200 0.00% - >200 0.00% - antivirus 7,480,000 3 4.60% 344,080 3 4.60% 344,080 spyware 6,120,000 121 0.19% 11,628 16 1.54% 94,248 risk 5,000,000 >200 0.00% - >200 0.00% - firewall 4,090,000 >200 0.00% - 7 1.90% 77,710 spam 4,090,000 >200 0.00% - 20 1.50% 61,350 antivirus software 2,740,000 1 23.00% 630,200 1 23.00% 630,200 phish 2,240,000 >200 0.00% - >200 0.00% - anti virus 1,830,000 3 4.60% 84,180 3 4.60% 84,180 2.17% 1,211,058 2.52% 1,403,878 9 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential
- 10. Results (1Q) Rank CTR Traffic 24% Increase in Visitors $200k+ Additional Revenue >10x ROI 10 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential
- 11. SEO As Foundation Malware Virus Spam Protection Spyware Antivirus Endpoint Data Security Compliance Driving Force Site Design Understand search content ecosystem 11 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential
- 12. Self-Assessment / What Can I Do? Content as Community Site as Nexus Accelerant Predominance Use free keyword tools to Calendar blog posts based Establish a presence on understand search volumes on your understanding of Twitter, Facebook, LinkedIn & competition keywords Forum start by observing Assess your site with Invest in authoring industry Advocate issues (not website grader, SEO X-ray best practices guides and products) that are relevant & address deficiencies customer case studies to your space and cause Invest in CMS or savvy Transition as much content Actively support others developer to optimize for to video: how-tos, product customers, followers, search demos, exec. message, etc. analysts, media, etc. Invest in search marketing Syndicate your content Experiment with social to drive relevant traffic; user (e.g. YouTube, Technorati, campaigns / promotions conversion tracking Digg, Reddit, etc.) Use analytics to understand Use analytics to understand Measure engagement with visitor behavior (attraction, which keywords, content you via free tools such as navigation, conversion, exit) forms and 3 rd party sites are URL shorteners or social 息2010 driving attractive customers Confidential (Tweetdeck, Hootsuite) apps 12 SmokeJumper Strategy Inc. Proprietary and
- 13. Brents Contact Info Web: smokejumperstrategy.com Blog: smokejumperstrategy.com/blog Twitter: @SmokeJumper Email: brent@smokejumperstrategy.com Phone: 650.868.0212 13 息2010 SmokeJumper Strategy Inc. Proprietary and Confidential