az tech council integrated engagement preso v final

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THINKPYXL.COM CARPATHIA.COM Integrated Engagement Content, Reach and Context in a Mobile World Brian Winter Owner, Pyxl Chief Marketing Officer, Carpathia Hosting

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  • 1. Integrated Engagement!Content, Reach and Contextin a Mobile World!Brian Winter!Owner, Pyxl!Chief Marketing Ofcer, Carpathia Hosting!C A R PAT H I A . C O M TH IN K P Y X L.C OM

2. Unique Experience & Perspective ! Personal Passions & Pursuits! 22 Marathons! Digital Marketing! for Entrepreneurs, CEOs,GlobalWhiteboard VPs of Sales, VPs of Speaker!Fanatic!Marketing and Marketing Managers for Small and Large Businesses!USWeb/CKS!Delivering !Consuming!Digital Marketing Services!Digital Marketing Services!C A R PAT H I A . C O M TH IN K P Y X L.C OM 3. Reaching customers has never been!more difcult.!C A R PAT H I A . C O MTH IN K P Y X L.C OM 4. Evolution of Digital Marketing!V1! V2!V3!V4!Online BroadTargeted Integrated DigitalPresence! Engagement! Engagement!Engagement (IDE)!Basic informationMore information Specic content for Specic content for specicwith limited depth.! expanding on existing specic audiences.audiences on specic content & adding newDeeper engagement.! devices.! content areas.!C A R PAT H I A . C O MTH IN K P Y X L.C OM 5. What is Integrated DigitalEngagement (IDE)?!Reach!Tailor webproperties toDesktops, Tablets &Smartphones.! Content! Optimize content for Desktops, Tablets & Smartphones.! Context! Content + Reach = Context ! ! Context = Better Engaged & Qualied Prospects!C A R PAT H I A . C O MTH IN K P Y X L.C OM 6. Your Web Presence is the Cornerstoneof Integrated Digital Engagement! Tablet:! Less real estate, but increasingly more likelyDesktop:!access point. WebMore real estate browsing still a part offor contentthe experience.!display, longertime on site, butless frequentaccess.!Smartphone:!Least real estate,focused, methodical!Web browsing.Hunting for specic thinkpyxl.com information.! C A R PAT H I A . C O MTH IN K P Y X L.C OM 7. 7 Keys to SuccessfulIntegrated Digital Engagement! 1.! Set Measurable Goals! 2.! Optimize for Integrated Engagement! 3.! Develop Relevant Content! 4.! Create Content Rich Pages! 5.! Nurture Leads Intelligently! 6.! Measure Marketing to Sales! 7.! Manage & Modify Campaigns!C A R PAT H I A . C O MTH IN K P Y X L.C OM 8. Step 1: Set Measurable Goals! Opens!Calls !Impressions!Shares!Downloads! Forms! Visits! Clicks! Click-throughs!Chats! Leads!Comments!Views! Inbound Emails!C A R PAT H I A . C O MTH IN K P Y X L.C OM 9. Step 2: Optimize Website for IDE!Desktop !InformationRatio and scale Readability! Tablet! hierarchy! of imagery! Smartphone ! ! The fold Orientation: Less is More! Test ! is dead! horizontal andTest !vertical !Test !C A R PAT H I A . C O M TH IN K P Y X L.C OM 10. Step 3: Develop Relevant Content! Key Messaging Document! PressCaseReleases! Studies!Fact WhiteSheets!Papers!Videos! Checklists!Blogs!C A R PAT H I A . C O MTH IN K P Y X L.C OM 11. Step 4: Create Content Rich Pages!Registration!LANDING PAGE!Frequency of Content! WEBSITE!2-4 Blog posts/week! Demand Gen Assets! Asset Download!LANDING PAGE! 1 White paper/ebook/guide/2-4 Blog Posts/week!1 White paper / ebook / checklist every other month!guide / checklist everyother month!1 Infographic every other mo.!BLOG!1 infographic every othermonth! Request Info!1 On-demand Webinar/Qtr.!LANDING PAGE!1 On demand Webinar/Qtr.!Add ons: PPT, Videos,Add ons: PPT, Videos, WebWeb Tools!Tools!SEO! EMAIL CPC!SOCIAL! Google, Bing, TEMPLATE!LinkedIn!C A R PAT H I A . C O MTH IN K P Y X L.C OM 12. Step 5: Nurture Leads Intelligently!DOMESTIC! HUBSPOT POWERED!Biz Intelligence! Registration!? LANDING PAGE!Jim Bower!Simona Bills!General Motors! Siemens! Prole!Downloaded 2 WP!Downloaded 1 Checklist!2 visits!WEBSITE! (Plus original Prole data)!10 pages! Asset Download!20 minutes!Demand Gen Assets!LANDING PAGE!General Motors!Tradeshows!2-4 Blog Posts/week!Marketing Leads! Phone Calls!1 White paper / ebook /(from web forms)!Emails!guide / checklist everyother month!1 infographic every otherBLOG! month! Request Info!1 On demand Webinar/Qtr.!LANDING PAGE!Add ons: PPT, Videos,Web Tools! Hubspot!CRM! INTERNATIONAL!SEO!LEAD!?Nurturing!Repurposed contentfrom Phase 1, Prole! CPC! EMAILpersonalized based1 visit!SOCIAL! Google, Bing, on usage & behavior!3 pages! TEMPLATE!LinkedIn!5 minutes!Siemens!SALE S!C A R PAT H I A . C O MTH IN K P Y X L.C OM 13. Step 6. Measure Marketing to Sales! Download Page! Awareness & Lead Generation!Conversion %! Qualied !Devices!Landing Page!Leads!Banners! Emails!%! %!%!Sales! Conversion %!Funnel! Conversion %! Social Media! Print!Win %!Wins!! Contact Form! C A R PAT H I A . C O MTH IN K P Y X L.C OM 14. Step 7. Manage & Modify Campaigns!Goals!Tailor yourspecic goals.!Tracking!Set up trackinglinks & goals.!Calculate ROI!Weekly Reviews!Understand how theMeet with stakeholderscampaign is tracking to weekly to reviewROI targets weekly.!performance.!C A R PAT H I A . C O MTH IN K P Y X L.C OM 15. CASE STUDY!C A R PAT H I A . C O M TH IN K P Y X L.C OM 16. Carpathia Hosting Overview! Global Company Diverse Clients AMSTERDAM, NETHERLANDS LONDON, ENGLANDSILICON VALLEY, CATORONTO, CANADASAN JOSE, CANEW YORK, NYLOS ANGELES, CA ASHBURN, VAATLANTA, GA HONG KONG SYDNEY, AUSTRALIA Signicant Growth Marke;ng Investment $2,000,000 $20,0002011!2012! 2007 2013C A R PAT H I A . C O MTH IN K P Y X L.C OM 17. Integrated Engagement in Action! AWARENESS!TRAFFIC! LEADS!SALES!4B +!!# 2! trafcked site in industry! $36M+! 25%! impressionsin pipeline! of sales!Marketing ROI!Every $1 in Marketing Yields!$3 in Margin!C A R PAT H I A . C O M TH IN K P Y X L.C OM 18. Setting Targets Top Down!2013% of Total% from Bookings from!Bookings! Bookings!Marketing!Marketing! Commercial! 1,425! 75%! 35%! 499! Federal! 475!25%! 50%! 238! Total!1,900!39%! 736!Cost per # of MktgLead Gen Avg. Deal Size!Leads:Deals! # of Leads! Lead! Deals!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!C A R PAT H I A . C O MTH IN K P Y X L.C OM 19. Building Plans Bottoms Up!Cost of! Cost of!Cost of !# of Commercial Lead Gen. Activities! Total Cost! Media Buys! Production! Content!Leads! Lead Generation Activities!! ! ! ! ! Banner Ads (Infoweek, Datacenter Knowledge, Whir)!$164,905!$135,000!$20,355! $9,550! 300! Newsletter Sponsorships (InfoWeek - 336x280) 3$21,905! $0! $15,355! $6,550!50! newsletters! 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!Brieng Center 3 month program $52,650! $$32,400! $$11,855! $8,395 150 Brieng 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 2270!C A R PAT H I A . C O MTH IN K P Y X L.C OM 20. Execute IDE Campaigns!Microsite!Landing Pages! White Paper &! Fact Sheet!Emails! Video! Infographics!Print & Banner Ads! Website Slider!C A R PAT H I A . C O M TH IN K P Y X L.C OM 21. Everything Rolls to a Central Dashboard! Total YTD Spend Total YTD Spend Commercial Cost Averages Federal Cost Averages Per Impression $0.02 Per Impression $0.03 $27,495.52 Per Click $25.74 $27,495.52 Per Click $49.09 Per Lead $235.00 Per Lead $91.88 C A R PAT H I A . C O MTH IN K P Y X L.C OM 22. Dashboard Delivers End-to-End View! Clicks & Leads from IBX Vault Campaign 25,000 600 500 20,000 400 15,000 Total Clicks Leads 300 10,000 200 5,000 100 Leads 0 0 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 Week Ending Clicks C A R PAT H I A . C O MTH IN K P Y X L.C OM 23. Summary! 1.!Recognize Mobile is the Future! 2.!Embrace Integrated Engagement! 3.!Follow the 7 Keys to Success! 4.!Download Integrated Engagement& the Mobile Web! !C A R PAT H I A . C O M TH IN K P Y X L.C OM 24. Follow the 7 Steps and! AWARENESS!TRAFFIC! LEADS!SALES!4B +!!# 2! trafcked site in industry! $36M+! 25%! impressionsin pipeline! of sales!ROI!Every $1 in Marketing Yields!$3 in Margin!C A R PAT H I A . C O M TH IN K P Y X L.C OM 25. Downloadthe freee-book!Visit:!landing.thinkpyxl.com/mobile-web-ebook!C A R PAT H I A . C O MTH IN K P Y X L.C OM 26. Carpathia Hosting Inc. !Pyxl Inc.!21000 Atlantic Boulevard, Suite 500 !21 E. 6th Street, Suite 114!Dulles, Virginia 20166 !Tempe, Arizona [email protected][email protected]! ! ! ! ! ! ! ! ! !C A R PAT H I A . C O M TH IN K P Y X L.C OM