Download - Kama measuring digital marketing v final
THINKPYXL.COMCARPATHIA.COM
Measuring Digital!How to Track Digital Marketing & Quantify ROI!
Brian Winter!Owner, Pyxl!Chief Marketing Officer, Carpathia Hosting!
THINKPYXL.COMCARPATHIA.COM
THINKPYXL.COMCARPATHIA.COM
THINKPYXL.COMCARPATHIA.COM
Reaching customers has never been!
more difficult.!
THINKPYXL.COMCARPATHIA.COM
Tracking engagement!
is even more difficult.!
THINKPYXL.COMCARPATHIA.COM
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.!
THINKPYXL.COMCARPATHIA.COM
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!!
Conversion %! Conversion %! Sales!Funnel!
Win %!
Awareness & Lead Generation!
Qualified !Leads!
Conversion %!
Conversion %!
Conversion %!
Print!
THINKPYXL.COMCARPATHIA.COM
7 Keys to Measurable Success!
1.!2.!3.!4.!5.!6.!7.!
Set Measurable Goals!
Build an Engaging Website!
Develop Relevant Content!
Create Targeted Destinations!
Nurture Leads Intelligently!
Measure Points of Engagement!
Manage & Modify Campaigns!
THINKPYXL.COMCARPATHIA.COM
Step 1: Set Measurable Goals!
Impressions!
Clicks!
Visits!Click-throughs!
Opens!
Views!Comments!
Downloads!Shares!Leads!
Inbound Emails!
Forms!
Calls !
Chats!
THINKPYXL.COMCARPATHIA.COM
Step 2: Build an Engaging Website!
CPC!Google, Bing,
LinkedIn!
EMAIL TEMPLATE!
WEBSITE!
SEO!
Request Info!LANDING PAGE!
THINKPYXL.COMCARPATHIA.COM
Step 3: Develop Relevant Content!
Key Messaging Document!
Press Releases!
Fact Sheets!
Videos!
Blogs!Checklists!
White Papers!
Case Studies!
THINKPYXL.COMCARPATHIA.COM
Step 4: Create Targeted Destinations!
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!
THINKPYXL.COMCARPATHIA.COM
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 Points of Engagement!
Marketing Activity! Measurement! Tools!
Social Media! Impressions, clicks, conversions, conversations!
Online Advertising! Impression, clicks, conversions!
PR! Impressions/Reach!
Email! Open rate, click-through-rate!
Site Traffic! Visits, bounce rate, avg. pages/visit, avg. time on site, rate of return visits!
Site Engagement! Views, comments, shares, downloads, form submissions, conversion rates!
Lead Scoring! Quantity, quality of leads; behavior!
THINKPYXL.COMCARPATHIA.COM
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!
THINKPYXL.COMCARPATHIA.COM
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
Diverse Client Base!
Fueled by Marketing!
2011! 2012! 2007 2013
$20,000
$2,000,000
Global Company !
Rapid Growth!
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!
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!
THINKPYXL.COMCARPATHIA.COM
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!
Briefing Center 3 month program $52,650 $32,400 $11,855 $8,395 150
2270
THINKPYXL.COMCARPATHIA.COM
Everything Rolls to a Central Dashboard!
Total YTD Spend Commercial Cost Averages
$27,495.52 Per Impression $0.02
Per Click $25.74 Per Lead $235.00
Total YTD Spend Federal Cost Averages
$27,495.52 Per Impression $0.03
Per Click $49.09 Per Lead $91.88
THINKPYXL.COMCARPATHIA.COM
Dashboard Delivers End-to-End View!
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
IBX Vault Campaign!
THINKPYXL.COMCARPATHIA.COM
IBX Vault Digital Marketing Assets!
Infographics!Video!
Print & Banner Ads! Website Slider!
Microsite!
Emails!White Paper &!Fact Sheet!
Landing Pages!
THINKPYXL.COMCARPATHIA.COM
Integrated Engagement for IBX Vault!
Email!
1105!Infographic! CPC!
Blog!
Blog!
Social!
1105!Video!
CPC! Email!
HP Slide!
NVTC!Blog!
Infographic!
CPC!
Email!
Social!
Contact!Webinar! Open House!
Contact!White Paper!Contact!White Paper!
Demand Generation!
Marketing Assets!
Lead Capture!
Social!
THINKPYXL.COMCARPATHIA.COM
IBX Vault Campaign Results!
Key Metrics…!!Total Impressions: 15,696,135!!Total Clicks/Visits: 21,665!!Total Leads: 536!
Resulting in...!!Cost Per Impression: $0.005!!Cost Per Click: $3.31!!Cost Per Lead: $231.39!
$1,000,000+ in Sales
OpportuniUes
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 % A[ributed to MarkeUng Programs
A[ributable MRR × =
× × = A[ributable MRR
Avg. Margin Avg. Term Total Margin
Value
=
Total Margin Value
Total MarkeUng Investment
MarkeUng ROI
THINKPYXL.COMCARPATHIA.COM
Remember the 7 Keys & Take Action Now!
Download the new e-book at:!h9p://landing.thinkpyxl.com/demand-‐generaFon-‐ebook!
1.!2.!3.!4.!5.!6.!7.!
Set Measurable Goals!Build an Engaging Website!Develop Relevant Content!Create Targeted Destinations!Nurture Leads Intelligently!Measure Points of Engagement!Manage & Modify Campaigns!
THINKPYXL.COMCARPATHIA.COM
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!
To Request Presentation Send Email to:!Shasta Broyles!
[email protected]!Subject: KAMA Measuring Digital Presentation !
Thank you.