Download - 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!!


Reaching customers has never been!

more difficult.!


Tracking engagement!

is even more difficult.!


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


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!


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!


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


Step 1: Set Measurable Goals!

Impressions!

Clicks!

Visits!Click-throughs!

Opens!

Views!Comments!

Downloads!Shares!Leads!

Inbound Emails!

Forms!

Calls !

Chats!


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!


Step 3: Develop Relevant Content!

Key Messaging Document!

Press Releases!

Fact Sheets!

Videos!

Blogs!Checklists!

White Papers!

Case Studies!


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!


Step 5: Nurture Leads Intelligently!

Marketing Leads!(from web forms)!


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!


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!


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!


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.!


CASE STUDY!


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

Significant Growth Marke;ng Investment


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!


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!


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


Executing IDE Campaigns!

Infographics!Video!

Print & Banner Ads! Website Slider!

Microsite!

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


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


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


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!


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


Download the free e-book!

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


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]!!!!!!

Download - Measuring digital webinar v final redacted

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