Quantifying Digital Marketing Investments from Awareness through Sales
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Digital Marketing Presented by Brian Winter Chief Marketing Officer, Carpathia Hosting Owner, Pyxl Quantifying Digital Marketing Investments from Awareness through Sales
description
A two-part presentation given by Brian Winter, owner of Pyxl and CMO of Carpathia Hosting, that provides real-world ideas on the evolution of digital marketing strategy. With a focus on connecting marketing investment with sales results, the presentation provides a case study on how Carpathia drove 3x ROI using digital marketing techniques.
Transcript of Quantifying Digital Marketing Investments from Awareness through Sales
Digital Marketing "
Presented by Brian Winter"Chief Marketing Officer, Carpathia Hosting!
Owner, Pyxl!
Quantifying Digital Marketing Investments from!Awareness through Sales!
THINKPYXL.COMCARPATHIA.COM
Marketing & Marathons:Two Passions that Require Planning & Perseverance!
Established career in!
Marketing"
20 Marathons"in 17 states!
USWeb Corporation
1995" 2000" 2004" 2008" 2012"
THINKPYXL.COMCARPATHIA.COM
Overview of Presentation"
PART I: Evolution of digital marketing strategy with a focus on connecting marketing investment with sales results."
PART II: Case Study on how Carpathia executed on an integrated digital marketing strategy and drove 3x ROI."
Reaching customers has never been!
More Difficult."
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Many marketers treat “the Web” as a single medium like “print” or “TV” or “radio”."
Web?"
TV"
Print"
Radio"
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Mobile."The fastest growing segment of the web is"
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Desktop"Internet"1B+"
Mobile Internet"
10B+"
PC"100M+ Units"
1990" 2000" 2010" 2020"
Mobile Web growth has outpaced Desktop Web growth 10x"
Source: ITU, Mark Lipacis, Morgan Stanley Research.!
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Mobile Introduces new complexity for digital marketing"
Desktop"
Tablet"
Smartphone"
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Resulting in another evolution of Digital Marketing"
V1" V2" V3" V4"
OnlinePresence"Basic information with limited depth.!
Broad Engagement"More information—expanding on existing content & adding new content areas.!
Targeted Engagement"Specific content for specific audiences. Deeper engagement.!
Integrated Engagement"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!
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Integrated Engagement Campaigns"
Social Media" PR"
Email"Banners"
Landing Page"
Landing Page"
Micro-site"
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4 Best Practices for Integrated Engagement Campaigns"
Creating Checklists to Ensure Efficiency & Consistency"
1."
2."
3."
4."
Designing Campaigns to Cash"
Using Dashboards to Drive ROI"
Designing for Desktops, Tablets & Phones"
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Best Practice: Campaign Checklists!
q Key Messaging Doc"q Copy/Stats!q Key Marketing Goals!q Branding Guidelines – solo or co-branded!
q Microsite"q CMS!q Copy!q C2As!q Design!
q Images from outside vendors!q Co-Branding!
q Live Chat!q Marketo forms!q Analytics Code!q Favicon!
q Landing Page(s)"q CMS!q Copy!q C2As!q Design!
q Images from outside vendors!q Co-Branding!
q Live Chat!q Marketo Forms!q Analytics Code!
q Homepage Slider"q Copy!q Design!
q Images from outside vendors!q Co-Branding!
q Email Template(s)"q Copy!q C2As!q Header Image!q Marketo Implementation!
q Fact Sheet"q Copy!q Header Image!q Additional graphics!
q Spec Sheet"q Copy!q Header Image!
q Case Study/Studies"q Copy!
q White Paper"q Copy!q Additional Graphics!
q Video"q Copy!q Design!q Music!q Animation!
q Blog Posts"q Copy!q Featured Image!
q Infographics"q Copy!q Design!
q PR/Social Media"q Press release(s)!q SM Plan Overview!q Dashboard
Creation!q AdWords Creation!q Tracking Links!q SM postings!
q Facebook!q Twitter!q LinkedIn!q Google+!
q Advertising!q CPC!q Banner Ad(s)!
q Size!q Word count!
q Print Ads!q Size!q Word count!
q PowerPoint Presentations"q Copy!q Design!
q Co-Branding!
q Reporting"q Weekly/Monthly!
q Test All Platforms"q Desktops!q Tablets!q Smartphones!
Guarantee your audience can reach you with"Integrated Campaigns!
Go viral with interesting Infographics"
Get targeted engagement with Microsites"
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Best Practice: Designing Campaigns to Cash!
Landing Page"
Download Page"
Contact Form"
Banners"
Emails"
Social Media"
Wins!"
Conversion %" Conversion %" Sales"Funnel"
Win %"
Awareness & Lead Generation"
Qualified "Leads"
Conversion %"
Conversion %"
Conversion %"
Print"
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Best Practice: Digital Marketing Dashboards!
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.!
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Best Practice: Integrated Engagement; Design for Mobile!
Desktop:"More real estate for content display, longer time on site, but less frequent access.!
Tablet:"Less real estate, but increasingly more likely access point. Web browsing still a part of the experience.!
Smartphone:"Least real estate, focused, methodical!Web browsing. Hunting for specific information.!
CASE STUDY!
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Carpathia Hosting Overview"
• Leading provider of complex, compliant managed hosting & cloud services to Enterprises & Federal Agencies!
• Headquartered in Dulles, Virginia!• Global Data Center footprint including significant presence in Los
Angeles, Northern Virginia, Amsterdam, London & Hong Kong!• Clients include Symantec, Cisco, Department of Defense, Gilt
Groupe, Spotify"• One of the fastest growing managed hosting companies in the
United States; in run-rate revenue!• Invested in marketing in 2007; Investing in
marketing in 2012!
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Snapshot of Carpathia Marketing on Day 1"
AWARENESS" TRAFFIC"
SALES"LEADS"
?"
?" ?"
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Current Digital Marketing Model"
Identify"
Capture"
Engage"
Activate"
Grow"
QUALIFIED LEADS"
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Detailed Process & Systems Model"
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Q1 2011 Q2 2011 Q3 2011 Q4 2011 Total 2011 Q1 2012 Q2 2012 YTD 2012AWARENESSS Number of Press Releases 2 1 5 – 8 6 5 11
PR, Article & Social Media Impressions (mm) 123 50 48 16 237 3,122 6,244 9,366
Banner Impressions (mm) – – – – – – 1 1Total Impressions (mm) 123 50 48 16 237 3,122 6,245 9,368
ENGAGEMENTNumber of Campaigns 5 7 5 1 18 6 6 12Email Clicks 358 431 89 2 880 265 179 444Banner Clicks – – – – – – 1,583 1,583Website Traffi c (000s) 38 29 26 22 115 117 41 159Filled out Form 50 48 61 90 249 151 221 372
MARKETING LEADS Total New Marketing Leads 169 349 111 98 571 254 367 621
% of New Customers from Marketing Programs 98% 63% 35% 94% 63% 69% 100% 93%
Dashboard to Measure Results"
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Focus on Driving to Web Properties"
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Optimize for Desktops, Tablets & Smartphoness"
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Infographics to Engage & Drive Traffic"
megafilesgarden
Pure Infographics
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Micro-sites/Weblets to Drive Targeted, Deeper Engagement"
Phoenix"Data Center"
Compliant"Hosting"
Cloud"Computing"
Equinix"Partnership"
Carpathia"Government"
Solutions"
Services Focus"
Partner Focus"
Vertical Focus"
Geographical Focus"
Services Focus"
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Continuous impressions to activate prospects"
Infographics!
Video!
Print & Banner Ads! Website Slider!
Microsite!
Emails!White Paper &!Fact Sheet!Landing Pages!
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Result: Significant Growth in Awareness & Traffic to Web Properties"
1.0" 10.5" 3.8" 16.0" 7.1" 11.8"37.9"
118.3"
51.3" 46.3"16.4"
3,442.7"
4,197.3"
1.0" 11.5" 15.4" 31.4" 38.6" 50.3"88.1"
206.5"257.8"
304.1" 320.6"
3,122.2"
754.6"
0.0!
100.0!
200.0!
300.0!
400.0!
500.0!
600.0!
700.0!
800.0!
900.0!
Q2 2009! Q3 2009! Q4 2009! Q1 2010! Q2 2010! Q3 2010! Q4 2010! Q1 2011! Q2 2011! Q3 2011! Q4 2011! Q1 2012! Q2 2012!
Mill
ions
of M
entio
ns"
Cumulative Mentions! Mentions! Traffic!
ServerVault Acquisition"
Release of 2nd Generation Cloud "
Compliant Hosting Services
Announcement"
Equinix Strategic Alliance"
Vertical & IBX Vault Marketing"
Spotify Announcement"
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Result: Direct Link from Marketing Investment to Sales Results"
25% of all sales tracked back to
marketing sources"
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Ultimate Result: Quantifiable Marketing ROI"
$ $
$ $1
$ $
$ $3
Margin"
Marketing"
Every $1 Invested in Marketing "Yields nearly "
$9 in Revenue & "$3 in Margin"
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So Where Did We Start Back on Day 1?"
AWARENESS" TRAFFIC"
SALES"LEADS"
?"
?" ?"
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And Where Are We Four Years Later?"
AWARENESS" TRAFFIC"
SALES"LEADS"
4B +"
$ M+" in pipeline"
25% of sales ""
#2" trafficked site in industry"impressions"
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Define, Track & Drive Linkage between Marketing Investment and Sales Results"
Define & Evolve Your!
DIGITAL MARKETING MODEL"
Identify the KEY MEASUREMENTS to measure the success of your model!
Constantly evaluate success by linking MARKETING INVESTMENTS to SALES RESULTS"
1."
2."
3."
Carpathia Hosting Inc. "21000 Atlantic Boulevard, Suite 500 !
Dulles, Virginia 20166 !Carpathia.com!
!!!!
Pyxl Inc."2099 Thunderhead Road, Suite 301!
Knoxville, Tennessee 37922!ThinkPyxl.com!
!!!!!
See something you want? Send email to:""
Brian Winter"[email protected]!
