CMB Content marketing performance review Episode 3: scorpionsoft

www.contentmarketingblueprint.com

Content Marketing Performance Review

Client: Scorpion SoftwareAgency: Innovative Marketing

ResourcesEvery Thursday @3pm Eastern



Max TraylorVP Business Development

Content Marketer’s Blueprint

+MaxTraylor

Linkedin/in/maxtraylor


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A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.

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or +ContentMarketersBlueprint


Today’s Schedule15 minutes: Scorpion Software performance overview

30 minutes: Team recommendations & deep diveTools: HubSpot & CMB Lead Quality Report


After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article


Quarter 1 ReportToday’s Client:

www.ScorpionSoft.com


Company Profile

Scorpion Software produces “user authentication” software that provides numerous for determining that a user is who they say they are.

Can sell globally.

Their software helps with a ton of industry compliance laws such as CJIS, HIPAA, and PCI DSS

The only sell through their channel partners.


Engine Snapshot (Blueprint)

Buyer Persona – IT Service/Managed Service Provider

Info Categories – Password security, multi-factor authentication, compliance

Awareness offers – Approx 15

Consideration offer – 10+

Decision offer – Product demo, assessment and pricing offers


Resource Center

Resources broken up by Buyer’s

Journey

Product Focused Section

Educational Section

Webinar Section


Industry Specific Assets


Two Blogs

Blog.scorpionsoft.com

Linked to on main site homepage

Technical and product focused

3x/week

Insights.scorpionsoft.com

Not linked to from main website

Educational & not technical

Focused on business owners

2x/weekLesson Learned:Don’t let your clients put your new blog on an island… it will take longer to get noticed when you should be able to leverage existing website traffic day 1.


Historical Results:Success

Phenomenal YOY growth in lead volume. Over 50% growth in leads generated per month. Many of our leads are sales qualified ( 25% request

pricing) Organic is our primary driver of SQLs (55%) and sales

(61%) Rounds of A/B testing have proven successful LinkedIn advertising campaigns convert at very high

rates (some above 20-40%) which means a low CPL


Historical Results: Lead Quality

C-Level Overview


(Lead Quality Report C-Level Overview)


Historical Results:Success Continued

Overall keyword performance has been strong since we started blogging in July 2013.

Our section of the blog “Insights in IT Security” has had long-term sustained growth It only grows “organically”. We pull in traffic from highly

targeted keywords. Traffic to Insights converts at higher rates than the same

sources to the main site. We’ve been able to push from 1.1% total conversion rate

(prior to working with us) to 1.5%+


Historical Results:Success Continued


Historical Results:Problem Areas

A few months ago, a new client contact took over. He was the VP of Sales and is now the VP of Sales and Marketing.

Our blog is “hidden” from view. You can’t find it from the main site. The only way to find it is through organic sources of traffic.

The site is built on wordpress, of which we don’t have access. There’s little we can do to adjust individual pages. They have yet to find an internal web dev after losing theirs in January.


Historical Results:Problem Areas Continued

Content demands are heavy. They require two whitepapers per month, and 12 blogs.

We’re working towards a 2% sitewide conversion rate, but 50% of their traffic goes to pages not meant for marketing. Software tutorials File downloads Help documents

Despite strong long-term growth, client will get concerned about monthly, and even weekly, fluctuations.

We are not hitting our Social Media KPIs


Q1 Insights

We’re up 6.5% in traffic and 4.16% in leads over last quarter. Paid search and AB testing has paid off. However,

conversion is down 0.03%. Content production has increased this quarter (10-12 per month) vs. much of last quarter (8 per month).

In the short-term, moving towards our goal of 2% conversion is heavily dependent on paid search due to it’s high conversion rate


Paid Visits and Conversions


Paid Lead Quality


Organic Visits and Conversions


Q1 Insights Continued

We’re not receiving the volume we need from paid search. If we can increase linkedin ad traffic, while maintaining a 10%+ conversion rate, that will really help in driving up our site-wide conversion rate.

How can we increase social media results along the following KPIs: Fan/follower counts Leads Customers


Q1 Insights Continued

Our hands are partially tied in regards to conversion rate. We have plenty of offers, we do A/B testing, but we’re subject to the following limitations: Can’t adjust internal site pages for conversion due to lack

of access Half of our traffic is not meant to convert (i.e. downloading

essential software files or accessing help documents

Despite these conditions, are there other things we could be doing to push conversion rates up?


Recommendations from Q1

Emphasis on Linkedin advertising to hit 2% conversion KPI

Premium link building campaign to increase organic traffic & overall lead quality.

Retargeter ads through Visiseek to help increase lead quality of paid search. This is somewhat of a hybrid because the ads will only be shown to previous organic, direct, referral visitors (historically high quality leads).


Next Session: Tuesday April 1st @3pm

“Retargeting with Visiseek”Featuring: Brant Chlebowski | Visiseek

Signup at: www.contentmarketingblueprint.com/2014-webinars

CMB Content marketing performance review Episode 3: scorpionsoft

Marketing

Transcript of CMB Content marketing performance review Episode 3: scorpionsoft