Description of a model for success for using search as a marketing channel when the product sales cycle is long and complex. Presented by Tracy Earles, VP marketing at Parallel Path Corp., at SMX West 2011.

1. Search and the Complex Sale A Model for Success © Parallel Path Corp. 2011

2. The Challenge of the Online Agency Agencies rely on their client’s performance to ensure success With long, complex sales cycles, agencies need help from client’s sales operations Many such markets are still relatively new to search as a lead gen tool © Parallel Path Corp. 2011

3. Keys to Success Short term feedback: Identify early indicators of likely high-quality leads Use this to optimize campaigns Long term feedback: Study past leads to see which turned in to sales Use this to re-optimize and adjust channel mix © Parallel Path Corp. 2011

4. The Complex Sale Optimization Loop Marketing Campaigns Short-Term Qualification Long-Term Validation Optimization Optimization This model is appropriate for ALL marketing channels, not just search. © Parallel Path Corp. 2011

5. Possible Short-Term Qualification Criteria Unsophisticated Not competitor Not personal email domain (comcast.net, hotmail.com) Valid phone number or email? How much contact information provided? Sophisticated What actions did prospect take on website? Multiple interactions? © Parallel Path Corp. 2011

6. Long-Term Validation Challenges Time-to-sale means traceability is impaired Tools change, staff evolves Leads for complex sales often go through a variety of sales channels Resellers, manufacturer’s reps, distributors, consultants … Channels have little motivation to help the agency Leads from different marketing channels have different nurturing needs © Parallel Path Corp. 2011

7. The Sales Organization Must Participate They must qualify leads They must define a search-specific qualification process Trade shows, inbound calls, email, direct mail leads all have their own characteristics and must be handled differently Some leads are perishable and need immediate follow-up, others long-term nurturing © Parallel Path Corp. 2011

8. Case Study 1: Database Software Marketing Campaigns Short-Term Qualification Long-Term Validation Performance improvement software for large database users Small company in big search environment PASS All leads immediately qualified with email or phone contact Optimization  Optimization © Parallel Path Corp. 2011

9. Case Study 1: Database Software Marketing Campaigns Short-Term Qualification Long-Term Validation Performance improvement software for large database users Small company in big search environment PASS Detailed review of past leads led to conclusion: invest in search exclusively Optimization  Optimization © Parallel Path Corp. 2011

10. Case Study 2: Logistics Software Marketing Campaigns Short-Term Qualification Long-Term Validation Logistics software for large shippers 1000 target firms worldwide Disqualified prospects using personal email addresses FAIL Optimization  Optimization © Parallel Path Corp. 2011

11. Case Study 3: CAD Software Design software tools, up to $2M purchase price Very complicated purchase process Marketing Campaigns Short-Term Qualification Long-Term Validation PASS Search leads optimized for “visit-interactions”; interactions given score based on presumed correlation to sale Optimization  Optimization © Parallel Path Corp. 2011

12. Case Study 3: CAD Software Design software tools, up to $2M purchase price Very complicated purchase process Marketing Campaigns Short-Term Qualification Long-Term Validation PASS Leads are tracked throughout their lifecycle, and acceptable CPA is established by source channel Optimization  Optimization © Parallel Path Corp. 2011

13. Success Requires Commitment Validation can take up to a year Requires long-term commitment to channel validation Successful search campaigns in these markets require a commitment to this model before campaigns begin. © Parallel Path Corp. 2011

14. Thank You