Learn how to

1. Oct 13, 2010
Sept
B2B Online Marketing

2. Sept
Agenda
1. Online Objectives;
Overview, Lead Generation
2. Search Engine Marketing
Optimization, Adwords
3. ActiveConversion Marketing Automation;
Know who is visiting what, when
4. Thought Leadership Marketing;
Credibility, top of mind
5. Case Study;
ActiveConversion
6. Pricing
Phase 1, Phase 2

3. Lead Generation & Scoring
Sept
Lead Generation & Scoring
Convert
Inside sales
Inside sales uses appointments
sets
AcitveConversion, into customers
Capture visits to appointments
calling, and
your website with Outlook plugin to
Prospects ActiveConversion. qualify interest
click on your Increase form filling
ad, or click through thought
through on leadership and soft
Both search engine your email offers
marketing that
educates Google,
and email marketing
existing contact
lists, engages
qualified prospects
FoundPages and
to your message
ActiveConversion
measure what’s
working

4. Lead Generation
Sept

5. Sept
Search Engine Marketing Solution
B2B Focused Search Engine Marketing
• Search Engine Optimization
– Targeting a basket of researched Keywords, content
– Link building, conversion optimization, and website
optimization
– FoundPages as a technology partner for the fluid and evolving
landscape of SEM
• Online ad campaigns
– Multiple campaigns that address matrix of business verticals
and products/services offerings
– Scalable, flexible, testable solution

6. Sept
ActiveConversion
Marketing Automation
Know who is visiting your website
• Anonymous visits
Lead Generation
• Known individuals
Committee buying
Know what lead generation is working
• PPC, Blog, Email, Ads

7. Thought Leadership Marketing
Sept
Returning visits, sharing,
Video & Interactive credibility, relationship
Valuable selling
Downloadable Webinars &
Content:
Content Blogging
Case Studies,
Whitepapers

8. Sept
Case Study
Search Marketing Cloud Blog/Website “Conversion” through
And email marketing Thought Leadership marketing
bring qualified visitors
ActiveConversion
“Nurture” contacts
scores engagement
through
for sales
email marketing

9. Sept
Phase 1 focus is lead generation Pricing Phase 1
1. Capturing searches in geographic areas that use targeted keywords
2. Using ActiveConversion to identify companies interested in United Safety products
and services
3. Finding out which companies in your existing list are prospects via email marketing
Deliverable Cost
Search Engine Optimization and Marketing Program $4460
•Win natural and paid search
•Includes landing pages content (using Google translate for oversees visitors)
•Includes conversion optimization consulting
$300/mo
Monthly maintenance and reporting (12 months)
ActiveConversion (12 month cost) $5200
•Includes Outlook plugin, QuikStart program
Email marketing implementation; includes 4 email nurture campaign $2500
(ex. Webinar invite, case study, trade show invite)
•Re-useable for future campaigns

10. Sept
Phase 2 focus is thought leadership marketing
1. Longer term way to win with search engines
Pricing Phase 2
2. Blog becomes a repository of sales material; sales personnel lead prospects back to your blog
3. Over time a search engine optimized blog will be the most efficient way to compete online
4. Blogs are ideal for participating in social media, blogs leverage email marketing to the fullest
Deliverable Cost
Thought Leadership Blog set up $1300
•Graphical skin similar to UnitedSafetyWorld.com website
•Includes “soft offer” buttons that lead to contact forms
•Repository of thought leadership for sales, SEO benefit
SEOed Press Releases – 4 over 12 months $800
•Includes content but not wire fees
Total for 12 months $2100

11. FoundPages
Sept

12. Sept
Partial Customer List

13. Sept
Newsletters vs.
Blogging
For the same amount of effort,
leverage the content to the
SEO and social ecosystem
The blog becomes a
repository of Marketing
and Sales collateral

14. Sept
The Ecosystem Approach
Expertise Generates
Interest and Credibility Website
using Marketing Automation
Your Credibility
Blog
Prospects
Push content to Blog,
distribute via Social Push content to
Prospects via social
and email

15. Sept
LinkedIn
- Get a profile, follow SEO best practices, link to your home page
- Join Groups, participate in discussions (no sales pitch!), link to website assets
- Avoid “updates” that prospects would find useless
- Start a Group