Measuring digital webinar v final redacted

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Transcript of Measuring digital webinar v final redacted

  • THINKPYXL.COMCARPATHIA.COM

    Measuring Digital!How to Track Digital Marketing & Quantify ROI!

    Brian Winter!Chief Marketing Officer, Carpathia Hosting!Owner, Pyxl!!

  • THINKPYXL.COMCARPATHIA.COM

    Reaching customers has never been!

    more difficult.!

  • THINKPYXL.COMCARPATHIA.COM

    Tracking engagement!

    is even more difficult.!

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    Evolution of Digital Marketing!

    V1! V2! V3! V4!

    OnlinePresence!Basic information with limited depth.!

    Broad Engagement!More informationexpanding on existing content & adding new content areas.!

    Targeted Engagement!Specific content for specific audiences. Deeper engagement.!

    Integrated Digital Engagement (IDE)!Specific content for specific audiences on specific devices.!

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    What is Integrated Engagement?!

    Reach!Tailor web properties to Desktops, Tablets & Smartphones.!

    Content!Optimize content for Desktops, Tablets & Smartphones.!

    Context!Content + Reach = Context !!Context = Better Engaged & Qualified Prospects!

  • THINKPYXL.COMCARPATHIA.COM

    Measuring Integrated Engagement!

    Landing Page!

    Download Page!

    Contact Form!

    Banners!

    Emails!

    Social Media!

    Wins!!

    %! Sales!Funnel!

    Win %!

    Awareness & Lead Generation! Qualified !

    Leads!

    Conversion %!

    Conversion %!

    Conversion %!

    Print!

    %! %!

    Devices!

  • THINKPYXL.COMCARPATHIA.COM

    Seven Steps to Successful Integrated Engagement!!Step 1. Step 7.!

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    Step 1: Set Measurable Goals!

    Impressions!

    Clicks!

    Visits!Click-throughs!

    Opens!

    Views!Comments!

    Downloads!Shares! Leads!Inbound Emails!

    Forms!

    Calls !

    Chats!

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    Step 2: Optimize Website for IDE!

    Desktop!Tablet!

    Smartphone!!

    Informationhierarchy!

    Ratio and scale of imagery!

    Readability!

    The fold is dead!

    Orientation: horizontal and

    vertical!

    Less is More! Test!Test!Test!

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    Step 3: Develop Relevant Content!

    Key Messaging Document!

    Press Releases!

    Fact Sheets!

    Videos!

    Blogs!Checklists!

    White Papers!

    Case Studies!

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    Step 4: Create Content Rich Pages!

    Asset Download!LANDING PAGE!

    Request Info!LANDING PAGE!

    Registration!LANDING PAGE!

    SOCIAL!CPC!

    Google, Bing, LinkedIn!

    EMAIL TEMPLATE!

    WEBSITE!Demand Gen Assets!

    2-4 Blog Posts/week!1 White paper / ebook / guide / checklist every other month!1 infographic every other month!1 On demand Webinar/Qtr.!Add ons: PPT, Videos, Web Tools!

    SEO!

    BLOG!

    Frequency of Content!2-4 Blog posts/week!1 White paper/ebook/guide/ checklist every other month!1 Infographic every other mo.!1 On-demand Webinar/Qtr.!Add ons: PPT, Videos, Web Tools!

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    Step 5: Nurture Leads Intelligently!

    Marketing Leads!(from web forms)!

    Registration!LANDING PAGE!

    HUBSPOT POWERED!Biz Intelligence!

    DOMESTIC!

    ?Profile!

    2 visits!10 pages!20 minutes!General Motors!

    INTERNATIONAL!

    ?Profile!

    1 visit!3 pages!5 minutes!Siemens!

    Jim Bower!General Motors!Downloaded 2 WP!

    Simona Bills!Siemens!Downloaded 1 Checklist!

    (Plus original Profile data)!

    Hubspot! CRM!

    LEAD!Nurturing!

    Repurposed content from Phase 1, personalized based on usage & behavior!

    Tradeshows!Phone Calls!

    Emails!

    SALES!

    Asset Download!LANDING PAGE!

    Request Info!LANDING PAGE!

    Registration!LANDING PAGE!

    SOCIAL!CPC!

    Google, Bing, LinkedIn!

    EMAIL TEMPLATE!

    WEBSITE!Demand Gen Assets!

    2-4 Blog Posts/week!1 White paper / ebook / guide / checklist every other month!1 infographic every other month!1 On demand Webinar/Qtr.!Add ons: PPT, Videos, Web Tools!

    SEO!

    BLOG!

  • THINKPYXL.COMCARPATHIA.COM

    Step 6. Measure Marketing to Sales!

    Landing Page!

    Download Page!

    Contact Form!

    Banners!

    Emails!

    Social Media!

    Wins!!

    %! Sales!Funnel!

    Win %!

    Awareness & Lead Generation! Qualified !

    Leads!

    Conversion %!

    Conversion %!

    Conversion %!

    Print!

    %! %!

    Devices!

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    Step 7. Manage & Modify Campaigns!

    Goals!Tailor your specific goals.!

    Tracking!Set up tracking links & goals.!

    Calculate ROI!Understand how the campaign is tracking to ROI targets weekly.!

    Weekly Reviews!Meet with stakeholders weekly to review performance.!

  • THINKPYXL.COMCARPATHIA.COM

    CASE STUDY!

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    Carpathia Hosting Overview!

    LOS ANGELES, CA

    TORONTO, CANADA

    ASHBURN, VA

    NEW YORK, NY

    AMSTERDAM, NETHERLANDS

    LONDON, ENGLAND

    ATLANTA, GA

    SAN JOSE, CA

    SILICON VALLEY, CA

    SYDNEY, AUSTRALIA

    HONG KONG

    2011! 2012! 2007 2013

    $20,000

    $2,000,000

    Global Company Diverse Clients

    Signicant Growth Marke;ng Investment

  • THINKPYXL.COMCARPATHIA.COM

    Integrated Engagement in Action!

    Every $1 in Marketing Yields!

    $3 in Margin!

    LEADS!$36M+!

    in pipeline!

    TRAFFIC!

    #2! trafficked site in industry!AWARENESS!

    4B +!impressions!

    SALES!

    25% !of sales!

    Marketing ROI!

  • THINKPYXL.COMCARPATHIA.COM

    Setting Targets Top Down!

    2013 Bookings!

    % of Total Bookings!

    % from Marketing!

    Bookings from! Marketing!

    Commercial! 1,425! 75%! 35%! 499!Federal! 475! 25%! 50%! 238!Total! 1,900! 39%! 736!

    Cost per Lead! Avg. Deal Size!

    # of Mktg Deals! Leads:Deals! # of Leads!

    Lead Gen Budget!

    Commercial! $500 ! 22.5! 22! 100! 2,217! $1,108,333 !Federal! $300 ! 15.0! 16! 100! 1,583! $475,000 !

    3800! $1,583,333 !

    Sales Inputs!

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    Building Plans Bottoms Up!

    Commercial Lead Gen. Activities! Total Cost! Cost of!Media Buys!Cost of!

    Production!Cost of !Content!

    # of Leads!

    Lead Generation Activities! ! ! ! ! !Banner Ads (Infoweek, Datacenter Knowledge, Whir)! $164,905! $135,000! $20,355! $9,550! 300!Newsletter Sponsorships (InfoWeek - 336x280) 3 newsletters! $21,905! $0! $15,355! $6,550! 50!

    Must Read Promo (Infoweek)! $49,905! $31,500! $11,855! $6,550! 250!Executive Roundtable! $44,300! $26,550! $11,855! $5,895! 25!Editorial Webinar 1 day + 6 month archive! $51,025! $26,775! $15,355! $8,895! 160!Briefing Center 3 month program! $52,650! $32,400! $11,855! $8,395! 150!Content Marketing! $69,550! $40,000! $15,355! $14,195! 250!Networking Events (we attend)! $54,750! $35,000! $11,855! $7,895! 125!Customer Events (we host)! $51,750! $29,000! $16,855! $5,895! 100!Customer Conference! $61,250! $40,000! $15,355! $5,895! 35!Carpathia.com Demand Gen! $125,750! $0! $56,855! $68,895! 300!Cost-per-Click! $174,150! $150,000! $15,855! $8,295! 350!Print Ads (Infoweek)! $97,750! $75,000! $16,855! $5,895! 75!Ad Hoc on Demand Budget! $103,500! $60,000! $37,000! $6,500! 100!Total! $1,123,140! $681,225! $272,615! $169,300! 2270!

    Brieng Center 3 month program $52,650 $32,400 $11,855 $8,395 150

    2270

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    Executing IDE Campaigns!

    Infographics!Video!

    Print & Banner Ads! Website Slider!

    Microsite!

    Emails!White Paper &!Fact Sheet!Landing Pages!

  • THINKPYXL.COMCARPATHIA.COM

    Managing & Modifying IDE Campaigns!

    Total YTD Spend Commercial Cost Averages

    $96,975.78 Per Impression $0.03

    Per Click $36.44 Per Lead $114.36

    Total YTD Spend Federal Cost Averages

    $30,253.35 Per Impression $0.02

    Per Click $39.96 Per Lead $59.44

  • THINKPYXL.COMCARPATHIA.COM

    Measuring from Sales to Marketing!

    0

    100

    200

    300

    400

    500

    600

    0

    5,000

    10,000

    15,000

    20,000

    25,000

    9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 12/2 12/9 12/16 12/23 12/30

    Lead

    s

    Total Clicks

    Week Ending

    Clicks & Leads from IBX Vault Campaign

    Leads

    Clicks

  • THINKPYXL.COMCARPATHIA.COM

    Follow the 7 Steps and!

    ROI!Every $1 in Marketing

    Yields!$3 in Margin!

    LEADS!$36M+!

    in pipeline!

    TRAFFIC!

    #2! trafficked site in industry!AWARENESS!

    4B +!impressions!

    SALES!

    25% !of sales!

  • THINKPYXL.COMCARPATHIA.COM

    How was Marketing ROI Calculated?!

    Total New logo MRR % AXributed to MarkeZng Programs AXributable MRR =

    = AXributable MRR Avg. Margin Avg. Term Total Margin

    Value

    =

    Total Margin Value

    Total MarkeZng Investment

    MarkeZng ROI

  • THINKPYXL.COMCARPATHIA.COM

    Download the free e-book!

    Visit:!http://thinkpyxl.com/demand-gen-ebook!

  • THINKPYXL.COMCARPATHIA.COM

    Carpathia Hosting Inc. !21000 Atlantic Boulevard, Suite 500 !

    Dulles, Virginia 20166 !Carpathia.com!

    [email protected]!!!!!

    Pyxl Inc.!21 E. 6th Street, Suite 114!

    Tempe, Arizona 85281!ThinkPyxl.com!

    [email protected]!!!!!!