1. B2B Optimization Secrets Lee Odden, TopRank Anna Talerico, Ion Interactive Maria Pergolino, Marketo © 2010 Marketo, Inc.Marketo Proprietary and Confidential

2. Page 2 B2B Optimization © 2010 Marketo, Inc.Marketo Proprietary and Confidential Post- Conversion Communicating with your prospects Post- Click Creating conversions Pre-Click Driving people to your website

3. Page 3 PRE CLICK OPTIMIZATION Lee Odden @leeodden TopRankMarketing.com © 2009 Marketo, Inc. Marketo Proprietary and Confidential

4. Page 4 B2B Digital Marketing Newsletters PPC Email Social Media White Papers SEO Webinars Sponsorships Video Website

5. Page 5 Forrester Research: 60% of marketers plan to take money away from traditional marketing and spend it on interactive ads instead 59% of that interactive spend will go towards SEO and PPC Digital Marketing Trends

6. Page 6 SEO = Increased Conversions Source: Forbes Ad Effectiveness Survey June 2009 SEO is the most effective Online Marketing tactic for conversions SEO is the most effective Online Marketing tactic for conversions 62% of B2B Marketers to Increase SEM Budgets in 2010 *eMarketer

7. Page 7 Search marketing is an important step to create awareness, nurture and convert leads Search marketing is an ongoing strategy that must be refined over time Pre-Click SEO

8. Page 8 Case Study: Association Increased competition New site platform SEO Audit & Linking Search referrals increased 450% Links increased 1,000% 105+ #1 Rankings on Google prsa.org

9. Page 9 Case Study: Manufacturer New CMS & Site Content SEO Audit, Migration Plan & Linking 110+ #1 Rankings on Google Ex: “flat panel mounts” Inbound link increase 44% Search Engine traffic has increased by 81% chiefmfg.com

10. Page 10 What Happens With Poor SEO? What we see

11. Page 11 What Happens With Poor SEO? Page Title: Stratford Hall | StratfordHall Meta Description: No meta description! Meta Keywords: business holiday cards, business greeting cards, business birthday cards Stratford Hall Sign In | Cart (0) Chat Now With a Rep Chat Now With a Rep! | Customer Service | Order Status * Holiday Cards + Best-Sellers + New + Recycled/Green * Spotlight Logo Holiday Cards + Best-Sellers + New + Recycled/Green * Identity Greetings * Thanksgiving * Calendars What search engines see: Stratford Hall has no ranking for “business holiday cards” first 5 pages on Google Stratford Hall has no ranking for “business holiday cards” first 5 pages on Google Account * Cart * My Account * My Saved Items * Order Status Offers * Free Catalog * Sign-Up for Special Offers * Take Our Survey Customer Service * Chat Now With a Rep! * About Us * Help & FAQ's * Contact Us * Sitemap Sitemap SIGN UP FOR SPECIAL OFFERS! Privacy & Security Terms & Conditions ©2010 Stratford Hall. All rights reserved.

12. Page 12 What we see What Happens With Good SEO?

13. Page 13 What we see What Happens With Good SEO?

14. Page 14 What Happens With Good SEO? What search engines see: Page Title: Business Greeting Cards - Corporate Holiday Christmas Cards Meta Description: Business Christmas cards and Corporate Holiday cards personalized with custom imprint, company logos, printed photos, and more! Christmas Thank you cards for customers, clients, and family at discounted 10-40% off most retail prices. Meta Keywords: greeting cards business christmas cards corporate holiday custom bulk company personalized xmas photo thank you seasons HOME BIRTHDAY CARDS CHRISTMAS CARDS NEW YEARS CARDS PHOTO CARDS MORE... Assortment Packs Birth Announcements Business Holiday Cards Easter Cards Graduation Announcements Hanukkah Cards Invitations - Birthday Invitations - Holiday Moving Announcements New Years Cards Recycled Cards Thanksgiving Cards Valentine Cards Cards - Quick Stick Env. (866) 700-5030 ( 7am-7pm Central ) * Business Greeting Cards * Anniversary Cards * Birthday Cards * Business Appreciation Cards * Business Referral Cards * Congratulations Cards * Post Cards * Get Well Cards * Spanish Cards * See All Greeting cards for business including Corporate Holiday cards and xmas Season's Greetings Christmas cards. Welcome to CardsDirect Greetings! Looking for Holiday Greeting Cards for Business or Corporate use? CardsDirect is the Premier resource for Business Greeting Cards including holiday themes such as Corporate Christmas cards, Thanksgiving cards and bulk discount Greeting cards for all your business commerce, corporate, and personal needs. The simple fact is that Holiday Cards and Christmas seasons greetings with your company name and logo are a great way to put your name in front of your customers and clients, and a cost-effective way to advertise! Purchasing quality Holiday Christmas greetings for business from CardsDirect is smart, economical, and hassle free. We can professionally imprint company greeting cards and Holiday Cards with your business name and your company logo, choice of verse or a custom verse, and envelope return address in a variety of inks and foil stamp colors. Save up to 40% off on Bulk Christmas cards this holiday season. Christmas Cards to share and express your warmest wishes and care this holiday season. CardsDirect carries over 2,000 client Christmas cards. Offering personalized custom imprint, business logos, fast stick envelopes, hot foil stamps, and much more. This year show your commitment to your dedicated employees, faithful customers and clients, friends and family with one of our personalized Christmas cards or full color CardsDirect Photo cards. More Featured Cards: Business Greeting Cards Sending custom Business Greeting Cards is an affordable and excellent way to show your gratitude and acknowledge your customers with the extra attention they deserve. Our custom Corporate Greeting cards and Business Christmas cards include Thank you cards, Business Corporate Birthday cards, and Sympathy cards. Show your customers and clients your commitment to quality by ordering CardsDirect Business Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Save off manufacturer retail prices. © 1999-2010 CardsDirect LLC home about us contact us customer service site map privacy policy blog gift directory wedding invitations #1 on Google “holiday business cards” #1 on Google “holiday business cards”

15. Page 15 Search Engine Optimization Definition of SEO: A set of methodologies that make it easier for search engines to find, index, categorize and rank web content.

16. Page 16  Using keywords important to you, not customers  Content is not reachable by search bots  New content is not added periodically  Content is not organized logically – according to themes/categories  Keywords missing in content and text links  Low quantity of relevant sites linking in  Not monitoring KPIs and ongoing refinement Most Common SEO Mistakes

17. Page 17 If it can be searched on it can be optimized

18. Page 18 SEO Fundamentals Keywords Search Friendly Site Search Friendly Site Link Building

19. Page 19 Keywords show intent: Broad Brands Specifics Keywords Research Consider Buy Search Sales Funnel

20. Page 20 Find the keywords your customers use to find your products/services: Brainstorm based on solutions & customer needs Interview or survey customers Review current web analytics Poll sales & customer service staff Review competitor content Keywords

21. Page 21 Category Popularity Competition Relevance Keyword Glossary

22. Page 22 Keyword Optimization Optimize for 1-2 phrases per page Title tags Headings Paragraph titles Keywords in body copy Anchor text in links Image alt text

23. Page 23 Make it easy for search engines Search Friendly Website Easy to find & revisit site Easy to find & revisit site Easy to crawl links Site Architectur e Site Architectur e

24. Page 24 Search Friendly Website

25. Page 25 Avoid Crawling Issues Unnecessarily complex URLs & session ids Multiple URLs to duplicate content Temporary redirects Site navigation with Ajax, Flash, JavaScript Search Friendly Website

26. Page 26 Make URLs search & user friendly Search Friendly Website

27. Page 27 Avoid site navigation with Flash, Ajax or JavaScript Search Friendly Website

28. Page 28 Search Friendly Website Fresh, themed content Logical site structure: categories, sub-categories Add new content regularly Source: webmasterworld.com

29. Page 29 Digital Asset Optimization Including Social Media Text MS Office Docs Images Video Blog/RSS Media Coverage Social News/Bookmark Optimize & Promote

30. Page 30 Link Building Tips  Use keywords in link text  Yes: red widget No: click here  Earn links with great content  Promote on social networks  Link up with marketing partners  Cross link internally  Embed links in news releases  Social bookmark pickups  Syndicate content via RSS

31. Page 31 Link Building Tactics Profiles Article Submissions Unpaid Directories Paid Directories Widgets Conference Sponsorships Association Sponsorships Aggregated Content Research & Surveys Blog Reviews Job Listings Testimonials Letters to the Editor Contributed Articles RSS Feeds Blogroll Bookmarking Social Media Pages Squidoo Page Applications Optimized Press Releases Build and Host Useful Tools Awards (badge) Contest (badge) Cross link company-owned websites Write reviews Promote Content on Social Sites Blog/RSS Feed Directory Submissions Ads on Search Friendly Sites Classified Ads Post Ebook or Substantial Whitepaper Exchange links with marketing/business partners Post Surveys Write Guest Posts on Other Blogs Speak at events, offer PPT with links embedded Donate where a link of donors is published Transcribe video interviews to text as separate posts Apply for industry awards, web site and blog awards Ensure industry groups you’re involved with, link to you Create a wiki Create microsites for causes, events, specific purposes Affiliate program Become resource on Q/A websites like Yahoo Answers Slideshare and similar content hosting Monitor 404 stats and ask link sources to fix broken links Solicit links directly from sources Provide ‘link to us’ content on blog and/or web site Leverage publicity and media relations for links Digital asset submissions: images, audio, video

32. Page 32 Social Media Link Building Blog

33. Page 33 KPIs to pay attention to: Pages indexed Crawling errors & Webmaster Tools Reports Rankings relative to your own site over time Inbound links: quantity, quality, longevity Keyword referrals from search Link traffic Social media citations & traffic Goal pages & conversions Search Analytics

34. Page 34 Lee Odden, CEO TopRankMarketing.com TopRankBlog.com Twitter: @leeodden lee@toprankmarketing.com 1-877-872-6628 Thank you

35. Page 35 POST CONVERSION OPTIMIZATION © 2010 Marketo, Inc.Marketo Proprietary and Confidential

36. Page 36 …and ignite explosive revenue growth. “In our second year of using Marketo, we now drive significantly more sales opportunities with the same budget and have increased sales-ready leads by 400%.“ - John Watton, ShipServ VP Marketing and B2B Magazine 2009 Marketer of the Year...to change the way marketing and sales work together…  Prioritize and deliver high quality leads with less effort  Understand and interact with the hottest leads  Close more business faster  Achieve smarter selling and higher win rates Lowers risk and total cost of ownership More than 400 mid-market and enterprise companies use… ‘Best Marketing Automation’ app by Salesforce customers, ‘08 … Marketo Lead Management and Marketo Sales Insight… Uncompromising solutions for marketing and sales effectiveness Introduction to Marketo © 2010 Marketo, Inc.Marketo Proprietary and Confidential

37. Page 37 Email Marketing Relevant Branded Permission Test First!  Subject Lines  Images  Content  Rendering Call-to-Action © 2010 Marketo, Inc.Marketo Proprietary and Confidential

38. Page 38 Establish Permission © 2010 Marketo, Inc.Marketo Proprietary and Confidential ProsCons CAN-SPAM Only Minimal effort “Legal” in the eyes of government regulations Grows your database quickly Risks poor deliverability score and bad reputation Despite database growth, relationship quality will not improve Single Opt-in Approach Demonstrates a proactive concern for permission Prospects might remember that they opted in Increases deliverability and sender reputation scores Still assumes that just because prospects requested information one time, they want to hear from you again Double Opt-in Approach Demonstrates the most concern for privacy and relevancy Subscribers truly want to hear from you Increases deliverability rates and send reputation scores Adds another layer of complexity and communication with potential subscribers Risks losing subscribers in the confirmation process

39. Page 39 Content Mapping © 2010 Marketo, Inc.Marketo Proprietary and Confidential Profiles Buying Stages Content 1.Map your existing content 2.Blank cells determine your content roadmap 3.Short content is good! (YouTube approach) 4.Test and optimize 5.Start small, think big and adapt quickly Content 1.Map your existing content 2.Blank cells determine your content roadmap 3.Short content is good! (YouTube approach) 4.Test and optimize 5.Start small, think big and adapt quickly

40. Page 40 Call-to-Action Lead Scoring on Click-throughs, not Opens No Form or Pre-populated Form Progressive Profiling © 2010 Marketo, Inc.Marketo Proprietary and Confidential

41. Page 41 What is Lead Nurturing? “The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.” “The art of maintaining permission to stay in front of your buyers as they educate themselves.” © 2010 Marketo, Inc.Marketo Proprietary and Confidential http://www.marketo.com/resources

42. Page 42 What Lead Nurturing is Not Sending out an e-newsletter on a semi-regular basis Randomly calling leads every six weeks to see if they are ready to buy Blasting your entire database with a new case study Offering content that promotes your company’s products and services © 2010 Marketo, Inc.Marketo Proprietary and Confidential

43. Page 43 The ROI of Lead Nurturing Passed to Sales (<1 mo) Passed to Sales (>1 mo) Total Passed to Sales Cost per Sales Lead Without Nurturing 25%8%33%$195 With Nurturing 25% 50%$130 © 2010 Marketo, Inc.Marketo Proprietary and Confidential Source: Actual Marketo data; assumes $65 per prospect Marketo Results Prospect to Sales-Ready Lead Conversion Results: 50% more sales-ready leads from lead nurturing

44. Page 44 Four Kinds of Lead Nurturing © 2010 Marketo, Inc.Marketo Proprietary and Confidential

45. Page 45 Lead Nurturing & Social Media © 2010 Marketo, Inc.Marketo Proprietary and Confidential ListenSegment & Target Notify & ScoreInteract

46. Page 46 Lead Scoring Lead scoring is the process of ranking a lead’s level of interest and sales readiness according to a methodology agreed upon by both marketing and sales. “A 10% improvement in lead quality can result in a 40% improvement in sales productivity.” – Stu Schmidt, VP of Solution Sales at Cisco WebEx © 2010 Marketo, Inc.Marketo Proprietary and Confidential

47. Page 47 Lead Scoring Demographic Scoring Activity Scoring  Email Click-throughs  Webinar views  Website visits  Social Media mentions  + More © 2010 Marketo, Inc.Marketo Proprietary and Confidential

48. Page 48 Lead Scoring Optimization Review scores of won and lost opportunities Look at leads that had high scores but did not turn into opportunities Look at scores by demographic segments Review online behaviors © 2010 Marketo, Inc.Marketo Proprietary and Confidential

49. Page 49 Question and Answer Lee Odden President, TopRank Maria Pergolino Inbound Marketing, Marketo Anna Talerico Executive VP, Ion Interactive © 2010 Marketo, Inc.Marketo Proprietary and Confidential