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

—

makiko@totalproductmarketing.com

Call 1.855.646.8662

1.855.6.GOTOMARKET

www.totalproductmarketing.com