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!


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 Engagement!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!!

Conversion %! Conversion %! Sales!Funnel!

Win %!

Awareness & Lead Generation!

Qualified !Leads!

Conversion %!

Conversion %!

Conversion %!

Print!


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!


Step 1: Set Measurable Goals!

Impressions!

Clicks!

Visits!Click-throughs!

Opens!

Views!Comments!

Downloads!Shares!Leads!

Inbound Emails!

Forms!

Calls !

Chats!


Step 2: Build an Engaging Website!

CPC!Google, Bing,

LinkedIn!

EMAIL TEMPLATE!

WEBSITE!

SEO!

Request Info!LANDING PAGE!


Step 3: Develop Relevant Content!

Key Messaging Document!

Press Releases!

Fact Sheets!

Videos!

Blogs!Checklists!

White Papers!

Case Studies!


Step 4: Create Targeted Destinations!

Asset Download!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!



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 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!


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

Diverse Client Base!

Fueled by Marketing!

2011! 2012! 2007 2013

$20,000

$2,000,000

Global Company !

Rapid Growth!


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!


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


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


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


IBX Vault Campaign!


IBX Vault Digital Marketing Assets!

Infographics!Video!

Print & Banner Ads! Website Slider!

Microsite!

Emails!White Paper &!Fact Sheet!

Landing Pages!


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!


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


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 % 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


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!


Carpathia Hosting Inc. !21000 Atlantic Boulevard, Suite 500 !

Dulles, Virginia 20166 !Carpathia.com!

[email protected]!

Pyxl Inc.!2099 Thunderhead Road, Suite 301!

Knoxville, Tennessee 37922!ThinkPyxl.com!

[email protected]!

To Request Presentation Send Email to:!Shasta Broyles!

[email protected]!Subject: KAMA Measuring Digital Presentation !

Thank you.

kama measuring digital marketing v final

Documents

c o mthinkp yx

r pat h i

landing page

site engagement

tracking engagement

integrated engagement

marketing leads

newdeeper engagement