how to get better results from integrated efforts with your digital marketing dollars by william...

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

Some Strategies &

Tactics for Better

Integrated Digital

(a.k.a., Getting Far More of the

Good Stuff from Your Digital $$)

William LeakeCEO, Apogee Results

leake@ApogeeResults.com

On Twitter, follow me @marketing_bill

2 October, 2013

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

Once Upon A Time…

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Yeah, right.

Wanna buy my bridge?

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

CRM

Integrated Marketing Methodology

Most companies still

optimize to yield the

largest number of visitors

or lead form submissions

per dollar spent.

Look both further down the

sales funnel AND across the

funnel to maximize your ROI

based on lead quality or

closed opportunities.

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

More Arrows are Generally Good

VS

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

Deep Thoughts? What does your company really

want from your (online) marketing efforts?

• Sales?

• Top Line Revenue?

• Bottom Line Earnings?

• Margin?

• ROI?

• Brand (building, maintenance and/or defense)

Most Likely, NOT WEB FORMS

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IMPRESSION VISITOR WEB FORM

• Just as different keywords require different ad copy (because different keywords denote different stages in the

“sale” from impression to website visitation

• So different types of keywords require different landing pages, as there is a whole new “close” that needs to take

place to get from visitation to web inquiry …. And from web inquiry to SQL

POST WEB

Marketing/Sales Optimization Funnel

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For Each Micro-Conversion…

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Post-Inquiry Funnel

Inquiries

Marketing Qualified Leads (MQL)

Sales Accepted Leads (SAL)

Sales Qualified Leads (SQL)

Closed/Deals

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

HORRENDOUS Attrition

Lead Stage Conversion

Rate

Required 1

New

Customer

Lead Value

Inquiries 351.4 $333

Marketing Qualified

Leads

4.4% 15.5 $7,568

Sales Accepted Leads 66.0% 10.2 $11,466

Sales Qualified Leads 49.0% 5.0 $23,400

New Customers 20.0% 1.0 $117,000

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

Some Integrated Tactics

1. Integrate Search (Paid & Natural) with “earned

media” or “owned media” for better results and /

or shelf space

2. Consider Event- and Name-driven SEM / PPC

3. Use SEM traffic with web analytics for list building

4. Integrate SEM data with other datasets,

especially CRM and your customer purchase

history list (e.g. down funnel optimization)

5. Argue about attribution

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

Paid + Earned is Better

Than Peanut Butter + Jelly

Integrate Paid Search with “earned media” or even with more “paid media” for

better results + shelf space

• Online favorable articles / analyst pieces

• Press release mentions

• Promote 3rd party blog post

Paid + Earned

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

PPC to Paid Sponsorship – CFO.com

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Consider Rich Media

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

PUT

YOUR

AD

HERE?

Event Driven Social + Search

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

OR

HERE?

Event – Driven Paid Media

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

17

House List / Direct Mail Tie-insIntegrate online marketing with more traditional focused direct marketing:

(think online mail-merge)

• Develop DB-driven microsite to dynamically generate offer

• Offer can be specific to person who types it in

• We’ve built this technology -- you can use ours or build your own

• Buy high priority names in Google so when they search their name, they get a specialized offer

• Google Paid Seach Ad will take them, upon click-thru, to the microsite, and preferably to the specific page on that website tailored for them

• Direct Mail campaign could also direct people to Google their name to enhance effectiveness of this campaign

• THIS IS GREAT FOR VERY FOCUSED MARKETS / MARKETING

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

More Integrated Search

Use SEM traffic with web analytics + your

lead forms for list building & enhanced

lead generation

- DemandBase

- Jigsaw

- Other list building

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

Key Integrated Search Strategies

Integrate SEM data with other datasets,

especially CRM, Marketing Automation,

and your customer purchase history list

(Focus on down-funnel wins)

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

• One of our B2B clients was spending 12K per month in PPC, with a new product category, and was struggling to achieve critical mass of visibility and inquiries

• We initiated Display and other Content-based advertising on an ad exchange, growing spend to over 30k a month, and REDUCED PPC to 4-6k per month focused on brand / product terms

• RESULT: 300 percent uplift in website visits, 77 percent track-able sales uplift

Improve ROI by Using

Integrated Pre-Click Display

Brand-Building Campaigns

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

• One of our B2B clients was spending 85K per month, with well understood and optimized CPL metrics

• We started doing Display Retargeting, spending about 15-20% of the PPC budget

• RESULT: 33 percent increase in website forms, 25 percent software sales uplift

Improve ROI by Using

Integrated Post-Click Display Retargeting Campaigns

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

ARGUE about Attribution!

1. First-touch No

2. Last-touch Better, but no

3. Straight-line Better, but ….

4. Most important:

HAVE THE DISCUSSION

1. Best-practice: Track, and allocate

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

• CEO of ApogeeResults.com, award-winning search-driven digital

marketing agency with national presence

• Former McKinsey & Co. consultant

• Authored the Wiley book, “Complete B2B Online Marketing”

• Consulted for 100’s of private equity backed B2B startups, and dozens of

F500 B2B giants, including ….

Who The Heck Is Bill?

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B2B Technology & Services

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eCommerce & Retail(partial list)

Apogee Results Confidential. Copyright 2010www.apogeeresults.com

eCommerce & Retail(partial list)