All posts by Kelsey Moen

SEO is consistently one of the top lead generating sources for B2B marketers. And it’s a no brainer why. Without showing up in the top three results on Google, it’s likely your website (and products or services) will never be found by your prospects. 

But it’s not enough to know that SEO is important, write a few more blog posts, and call it a day. Integrating good SEO into your wider lead generation strategy is hard work. It takes time to improve your rankings, and it’s equal parts art and science to do so. 

In this post, we’ll review a few of the best practices for optimizing lead gen with SEO, to help you start (or continue on) the journey to better demand generation with your SEO marketing. 

1) Know your baselines

As with any marketing strategy, you need to begin with an audit of where you’re starting, to know where you’re going. Use Google Analytics for a full picture of what’s working, and what’s not, on your website. Then, go deeper into whether you’re following the SEO basics. Do your pages have meta titles, descriptions, and keywords? Use an audit tool like SEOmater for a quick and easy way to get a picture of your SEO successes (and challenges). 

2) Use Pillar Content

You spend a lot of time or resources on content marketing – make sure you’re getting every benefit out of that content! Creating long form content like e-books, blog post series and videos are great for your SEO content. So make sure you’re breaking those up into bite sized chunks like infographics and worksheets that can help you support your lead generating efforts!

3) Repurpose Existing Successful Content

Have a piece of content that did really well at driving leads but is dated? Update it! Re-release it with a “mid-year update” or any other spin on it to refresh for your audience. There’s a reason it performed well the first time and you want to make sure to take advantage of that to again streamline your work as much as possible. 

4) Let Your Competition Be Your Guide

One of the biggest barriers to optimizing SEO is the time it can take to build your foundational strategy. Bypass some of the research and go straight to seeing what’s working well for your competition, using tools like SEMrush. Take the best of their strategy and build your own campaigns from those keywords. 

5) Align Across Marketing

It’s clear that SEO isn’t just about your website content. It’s also about social, your advertising landing pages, your email marketing strategy driving traffic, the list goes on. Foster collaboration across the entire marketing team (including linking together your agencies) by providing clear, overarching project objectives, using collaboration and project management tools to stay in sync, and reporting on common held metrics so the entire team is driving to the same goal. By combining forces, your lead generation tactics will only be stronger. 

SEO marketing is a top marketing strategy for any business looking to amp up lead generation. Looking for guidance on integrating your SEO more strategically into your lead generation efforts? Contact Leadous and let us lead you!

All posts by Kelsey Moen

The landscape of marketing is constantly changing. Being able to keep up with the pace of martech is vital to not only your career success, but the success of your company as a whole! Not a week (or a day!) goes by where we’re not learning something new.

Thankfully, you’re not alone on that journey. In the Minneapolis/St Paul area especially, we’re lucky to have a vibrant community for continued, supportive marketing learning. Supporting these communities and events isn’t only good for your career (hello, future promotion!) but it helps you streamline your day to day, expand your network, and improve your self confidence with your work. It’s a win – win – win!

Here’s just a few of our favorite ways to get involved and start boosting up your marketing education locally.

Minneapolis Marketo User Group

The Marketo User Group in the Twin Cities meets regularly as a community of Marketo users to share common learnings, collaborate and solve challenges face to face. Not local to the Twin Cities? Marketo User Groups exist in 50+ cities globally. There are even virtual groups you can join!

Hands On Marketo Workshops

If you’re ready to take it a step further and really hone in on the continuing Marketo education, Marketo holds deep dive workshops prepping for their certification exams. A Marketo expert will be in the Twin Cities to lead a 2-day interactive MCSA preparation workshop this summer. Learn how to use Marketo to solve real customer use cases and solution for the future. If you’re already a Marketo expert and are looking to take a dive into advanced uses of Marketo features and functions you should definitely check it out!

BMA Minnesota

The BMA Minnesota is a gathering of local B2B marketers to network, learn from each other and share best practices. They meet regularly around the cities for events, and our very own CEO, Tracey, volunteers as president of the Twin Cities chapter!

These are just a few of the many many ways to take part in building up the community of marketers (and Marketo users) locally in the Twin Cities.

Whether it’s joining the Minneapolis Marketo User Group, joining an upcoming workshop like the MCSA training, saying hi to Tracey at an upcoming BMA event, or even signing up for a Marketo training class at Leadous, we hope you’ll take advantage of the many opportunities to connect, learn and improve on your Marketo skills right here in the Twin Cities.

Are there other organizations or events that you’re a part of that we should know about? Let us know in the comments below, we’d love to hear more!

All posts by Kelsey Moen

At Leadous we love marketing. We love Marketo. And we love our local Twin Cities community.

That’s why we’re so excited to announce our new initiative, Leadous Loves, where we’ll be giving back to our local community, with a twist of Leadous orange.

Leadous Loves

Kicking off in June, our team members are regularly going out into the community to volunteer our time and talents. We’re starting with Hearts and Hammers, which provides exterior home improvement assistance for Senior Citizens, Disabled Adults, and Veterans of the United States Armed Forces or their Surviving Spouse so that they may continue to live independently. Read more about their amazing mission here.

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Leadous will also be supporting The American Red Cross and Union Gospel Mission Twin Cities at future community giving events this summer.

We’d love for you to join us at a future volunteering event, suggest your favorite nonprofit, or just send some positive encouragement our way as we step a little outside of our comfort zones and trade in our keyboards for power tools!

If you are interested in partnering with Leadous and being a part of giving back with a twist of orange love, please reach out today.  

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All posts by Kelsey Moen

Are you considering outsourcing a portion of your marketing automation operations? You’re not alone.

According to a study conducted by Marketo & Ascend2, 75% of successful marketing automation software users outsource a portion of their marketing automation strategy.

And it’s no surprise why. In today’s market, it’s difficult to find and retain top marketing talent. It takes serious skill to manage marketing automation operations, and not every organization has the time and budget to recruit and train for those skills.

That’s where Lead Generation as a Service (LG-AAS) comes in.

LG-AAS changes the way marketers look at the world. At Leadous, we partner with Marketo to bring best in class automation into organization’s hands, so you can see results from your lead generation strategy without the headache.

Our LG-AAS process takes a crawl, walk, run mentality. We give organizations the ability to fill all of the gaps, test, refine and plan for an expanded use of Marketo and its powerful features to drive digital demand generation.

What type of organizations see value from LG-AAS?

We work with organizations from B2B to B2C to maximize their marketing automation systems and drive results without the hassle of managing operations day in and day out.

  • Are you finding it difficult to recruit the right team in your budget to manage marketing automation operations?
  • Would you like to focus more of your time and efforts on results instead of processes?
  • Do you need to get tools setup quickly so you can start seeing results?
  • Are your revenue goals closely tied to your marketing demand generation?
  • Are you having difficulty scaling up your marketing operations to meet sales goals?
  • Do you often work with agencies or other vendors and have experience managing them?
  • Do you want to implement marketing automation, but need to take a methodical approach?

If you’re nodding to one of these scenarios, LG-AAS is for you! The key to success in marketing automation is driving results. So if your organization isn’t in a spot to drive those on your own quite yet, LG-AAS could be a fit.

Let us lead you to better lead generation. Contact Leadous today to learn more about our LG-AAS offering.

All posts by Kelsey Moen

Close your eyes (metaphorically). Imagine your perfect, home run of a customer. The one in that industry that looooves the value you bring to the table. With the size, location, business model, pain points, etc that sit smack dab in the middle of your sweet spot.

Now imagine you had the chance to talk to that prospect, with a message that speaks directly to who they are and their pain points. Seems like a no brainer situation, right? That’s every sales and marketing person’s dream! Making that fantasy a reality is what Account Based Marketing (ABM) is all about, and why it’s become the new hero of marketing strategies.

ABM is a strategy that finitely targets your marketing tactics to your highest value, best fitting, prospects. And it works. In fact, more than 87% of B2B marketers say that ABM sees a higher ROI compared to other demand gen tactics.

So, how can you use tools like Marketo to reap the benefits of an ABM strategy? In this post, we’ll look at four key steps to get you on your way to implementing ABM using Marketo.

1. Select target accounts

ABM centers on knowing and targeting those “perfect fit” customers. Look at your ideal customers and their geographical and behavioral data that you can target. Get finite into industries, technologies, or any other distinct niches. This will help you focus your ABM campaigns with more personalized messages that are likely to convert those leads.

2. Establish effective goals

It’s ok to start small with your ABM strategy, as long as you know where you’re going. Make sure you’re working closely with Sales on what success looks like for your ABM campaigns, what data you’re going to collect to tell you if you’re reaching that success, and setting time constraints around that data.

3. Plan out your campaigns

ABM doesn’t replace all of your marketing channels, it enhances them. So make sure you’re thinking through both the personalized content for your accounts, but also what channels you’ll be using to make sure you have a unified, cohesive message that your prospects can’t ignore!

4. Evaluate success and optimize for the future

Check in with your sales team periodically and see if any of your account lists need to be retooled. Use marketing automation tools like Marketo to build, track, optimize and report on results so you can continue to tweak your strategy as you go!

Interested in implementing an ABM strategy for your business? Join us for our ABM Deep Dish with Marketo Consultant, Freida Bou, on May 15th. Or contact us here and let us lead you to success with ABM!

All posts by Kelsey Moen

It feels like just yesterday we were at Adobe Summit, traveling back in time to the 90’s ad agency and getting the scoop on the latest and greatest updates coming to Marketo and Adobe. In case you missed it, we’ve compiled a quick rundown of our three most important takeaways from the Marketing Nation Summit!

  1. B2B & B2C are gone, but not forgotten… B2E is where it’s at!

Steven Lucas, Senior VP of Digital Experience at Adobe had a very interesting message for marketers. Traditionally we have looked to B2B & B2C when delivering a marketing experience. Lucas cracked that concept wide open to reframe how marketers create the ultimate digital experience. B2E (Business-to-Everyone) is where it’s at!

Find out what B2E means for your business.

  1. Develop your inner CLO (Chief Listening Officer)

We all have work to do that sometimes distracts us from what our real business purpose is, like what our customers REALLY need. It’s crucial to always have our ears and eyes open to purposefully listen to what the market is telling us. Leadous can help you deliver the energy and expertise needed to maximize every one of your customer’s marketing automation experiences with your brand.

Explore today!

  1. Personalization is the ultimate digital experience.

We know that all our marketing efforts center on the customer, but now we have the right tools and much more knowledge to personalize each customer experience with your brand. Marketo has made it even easier to build automated marketing campaigns across all channels, tacking the full customer journey and utilizing Marketo’s innovative AI solution to create a personalized experience.

Take personalization to the next level.

Looking for more Marketing Nation takeaways? We sent a team of Marketo experts there, drop us a line for more info!

All posts by Kelsey Moen

You’ve (hopefully) seen the emails. Tomorrow, August 15, 2018, Marketo’s updated data retention policy goes into effect.

But what does this mean for you and your Marketo data?

The new data retention policy has two parts, high volume activities will now only be retained for 90 days and then deleted. Other lead activities will be retained for 25 months and then deleted. The only exception to this is new lead activity – you will always be able to see in your activity log when and how a lead was created.

Here is the data that will be deleted in Marketo after 90 days (same as today):

  • Add to List
  • Change Score
  • Change Data Value*
  • Visit Webpage
  • Click Link on Webpage
  • Sync Lead to SFDC
  • Sync Lead to Microsoft
  • Sync Lead Updates to SFDC
  • Update Opportunity
  • Request Campaign

Here is the data that will be deleted via Marketo after 25 months:

Activities Retained for 25 Months

If you need to retain more of this data beyond the specific time constraints you have a couple of options. You can bulk extract the data periodically and store in another system (see here for more information on the bulk extract API). The main limitation to the bulk extract API is a daily export allocation of 500 MB. If you plan to export extremely large files, an upgrade in export size will be necessary. The date range filter also maxes out at 31 days, depending on how far back you want the data to cover.

Your other option is to upgrade to Marketo’s premium Extended Data Retention subscription, which will extend your 25 months worth of data to 37 months.

Overall, the effect of the data retention is two fold. Beyond ensuring that your data is compliant with GDPR, you could see speedier load time in Marketo with less data to sift through. Depending on usage, you may see faster email sends, faster smart list processing, and faster campaign execution overall.

The other area where you’re going to see changes are smart list filters and flow steps where you can filter by an activity within a certain time period – those actions will only apply within the data retention period. Similarly, for engagement programs and smart campaigns, you will only be able to see membership within the data retention period.

To workaround these limitations, think through specific activities you want to record and try creating static lists or trigger campaigns (with custom fields) to update when specific activities occur. That way you can still segment based on this activity after the data retention period is over.

Have questions about how to retain your data? Need help exporting high value data so your reports stay clean? Contact Leadous, we can help!

All posts by Kelsey Moen

Marketing automation has changed the way marketers look at the world.  Leadous has Partnered with Marketo to bring best in class automation into the hands of those that are resource and fund constrained to leverage automation for lead generation so that everyone can experience the value of automation.

This model works best for companies that see a vision for marketing automation but want to take a step by step approach to ensuring they have all of the components in place to fully leverage marketing automation.  MA-AAS gives organizations the ability to fill all of the gaps, test, refine and plan for an expanded use of Marketo and its powerful features that drive digital demand generation.

The three options below are based on organizational and database size and are priced to provide the resources, time and investment necessary to drive results and prove ROI.

LEVEL I LEVEL II LEVEL III
Client Company Size Small/Med Med/Large Enterprise
Contacts Database Size <5,000 5,000-10,000 10,000–30,000
Content Portfolio Count 12 18 24
RES2L Included Included Included
Content Plan Included Included Included
Campaign(s) 1 2 4
Campaign Plan(s) Included Included Included
Emails Per Month 4 8 16
Reports 2 2 4
Alert(s) 1 2 4
Leadous Modular Template Included Included Included
Weekly Meeting/Metrics Included Included Included
Standard Technical Set-Up Included Included Included
Lead Scoring Included Included
Lead Lifecycle Included
MA-AAS VISION PLAN Included Included Included
Monthly Investment $4,500 $6,500 $8,250
Total Investment $54,000 $78,000 $99,000
Commitment Expiration 12 Months 9 Months 6 Months

 

Includes Marketo Workspace License fee.  Does not include content development or copywriting.

Additional items may be added to any of the above packages and will affect the monthly fee.

At the expiration client agrees to rollover their workspace to a stand alone Marketo instance.

 

DELIVERABLES BY MONTH

LEVEL I | 12 Months

 

DELIVERABLES 1 2 3 4 5 6 7 8 9 10 11 12
RES2L 𐑎
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
MA-AAS VISION PLAN 𐑎

LEVEL II | 9 Months

 

DELIVERABLES 1 2 3 4 5 6 7 8 9
RES2L 𐑎
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
MA-AAS VISION PLAN 𐑎

LEVEL III | 6 Months

 

DELIVERABLES 1 2 3 4 5 6
RES2L 𐑎
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎
Best Practice Lead Lifecycle Model 𐑎 𐑎 𐑎 𐑎 𐑎
MA-AAS VISION PLAN 𐑎

 

Months equate the first 30, 60, 90 days, etc.  And do not line up to a calendar month.

Got questions? Contact us for more details!

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