A talk given by Brent Harrison of SmokeJumper Strategy to the founders, CEO's and marketing leads of a Silicon Valley venture firm's portfolio of B2B and biotech companies.

1. Marketing Meetup
February, 2010
Strictly confidential

2. Who . . .
. . . has a website?
. . . optimized for search?
. . . knows where traffic comes from?
. . . knows the most popular content?
. . . how much a visit costs?
. . . visitor to lead conversion rate?
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©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

3. And who . . .
. . . published a white paper?
. . . a customer success story?
. . . posts to a blog?
. . . issued a “2.0” Press Release?
. . . is on Twitter?
. . . uses bit.ly?
. . . moderates a forum on LinkedIn?
. . . syndicates video online?
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©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

4. Intro . . . Brent Harrison
• Founder & President, SmokeJumper
Strategy
– Over 30 projects in Marketing Strategy, Product
Innovation and Online Marketing
– B2B: Ariba, Emerson, MerchantCircle, VeriSign
– B2C: MyWire, Veoh, Yahoo!, Yakima
– Biotech: BD Biosciences
– Development: M7 (BEA)
– Education: McGraw-Hill, SchoolLoop, SunGard Public Sector
• Founder, Savvy Cellar Wines & Organic Wine Review
• Vice President, Marketing @ Apple
• Executive Director & GM @ AOL and Netscape
• “Smokejumper”, parachuting into forest fires
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©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

5. Marketing . . . Then & Now
Limited Dynamic
Access
Predefined Maturing
Fixed Infinite
Consumption
Controlled Open
Measurement Impressions ROI
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6. . . . Challenges Still Abound
• Great if you are a consumer company – but what
about enterprise markets?
• Markets are fractured – how best to access them in
a scalable or cost-efficient manner?
• Prospects seem to have ADD – how do we engage?
• We have a website, issue whitepapers and press
releases periodically – isn’t that enough?
• How to focus those that provide greatest impact?
• Online marketing won’t work for me - I still need a
salesperson to “sell” and close deals.
• How do I embrace marketing analytics and
measurement as core to how we function (when I
didn’t come from that world)?
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7. Situation: Top 25 Search Terms
Search Volume (Avg. Per Month)
- 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000
0 antivirus software antivirus
“Rank” in Organic Search Results
virus scan antivirus firewall
20 antivirus firewall software
40 virus
adware
60
80
100
120 spyware
140
160
180 spam
compliance viruses
phish firewall risk
200
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©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

8. SEO Report Card & Action Plan
Report Card Action Plan
• Overall Grade F 1. Drive keyword rankings
• Drive top 10 rankings into top
• Keyword Selection F 3
• Drive top 200 to page 1 (top
10)
• Keyword Density D
2. Focus on priority
• Webpage Titles C webpages
• Meta Descriptions F • “Top of funnel” (product and
information pages)
• Headers (H1 | H2) D 3. Change page-by-page
• Inbound Links C • Titles, descriptions and
headers
• Quality inbound link building
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©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

9. Improvement Opportunity (Top 10)
Avg. 4Q09 4Q09 1Q10 1Q10
Keyword Searches Rank CTR Traffic Rank CTR Traffic
virus 11,100,000 43 1.27% 140,970 69 1.01% 112,110
viruses 11,100,000 >200 0.00% - >200 0.00% -
antivirus 7,480,000 3 4.60% 344,080 3 4.60% 344,080
spyware 6,120,000 121 0.19% 11,628 16 1.54% 94,248
risk 5,000,000 >200 0.00% - >200 0.00% -
firewall 4,090,000 >200 0.00% - 7 1.90% 77,710
spam 4,090,000 >200 0.00% - 20 1.50% 61,350
antivirus
software 2,740,000 1 23.00% 630,200 1 23.00% 630,200
phish 2,240,000 >200 0.00% - >200 0.00% -
anti virus 1,830,000 3 4.60% 84,180 3 4.60% 84,180
2.17% 1,211,058 2.52% 1,403,878
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©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

10. Results (1Q)
Rank
CTR
Traffic
24% Increase in Visitors
$200k+ Additional Revenue
>10x ROI
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©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

11. SEO As Foundation
Malware Virus
Spam Protection
Spyware Antivirus
Endpoint Data Security
Compliance
Driving Force
Site Design
Understand search
“content” ecosystem
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©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

12. Self-Assessment / What Can I Do?
Content as Community
Site as Nexus
Accelerant Predominance
Use free keyword tools to Calendar blog posts based Establish a presence on
understand search volumes on your understanding of Twitter, Facebook, LinkedIn
& competition keywords Forum – start by observing
Assess your site with Invest in authoring industry Advocate issues (not
website grader, SEO X-ray best practices guides and products) that are relevant
& address deficiencies customer case studies to your space and cause
Invest in CMS or savvy Transition as much content Actively support others –
developer to optimize for to video: how-to’s, product customers, followers,
search demos, exec. message, etc. analysts, media, etc.
Invest in search marketing “Syndicate” your content Experiment with social
to drive relevant traffic; user (e.g. YouTube, Technorati, campaigns / promotions
conversion tracking Digg, Reddit, etc.)
Use analytics to understand Use analytics to understand Measure engagement with
visitor behavior (attraction, which keywords, content you via free tools such as
navigation, conversion, exit) forms and 3 rd party sites are URL shorteners or social
©2010 driving attractive customers Confidential (Tweetdeck, Hootsuite)
apps
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13. Brent’s Contact Info
Web: smokejumperstrategy.com
Blog: smokejumperstrategy.com/blog
Twitter: @SmokeJumper
Email: brent@smokejumperstrategy.com
Phone: 650.868.0212
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©2010 SmokeJumper Strategy Inc. Proprietary and Confidential