zenprise case study : inbound marketing summit
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Align & Thrive: Zenprise and Webmarketing123 Win Dramatic SEO/PPC Results Via Deep PartnershipTRANSCRIPT
Inbound Marketing Summit | June 12, 2012
Align Staff and Agency to Accelerate Success:Zenprise and Webmarketing123 SEO/PPC Case Study
About Webmarketing123
Providing:
› Search Engine Optimization
› Pay-Per-Click Management
› Social Media Marketing
Custom KPI-based Scorecards
Hundreds of Educational Webinars
Proprietary Attribution Tool
120+ Clients
About Zenprise
The leader in secure
mobile device management
Zenprise gives IT peace of mind, lets
executives take their businesses mobile, and
makes employees productive while on the go.
› Protects sensitive corporate data
› Shields networks from mobile threats
› Positioned as a leading innovator by Gartner
and Forrester
› Headquartered in Redwood City, California
› Backed by top VCs (e.g., GreylockPartners,
Ignite Partners)
Zenprise’s Challenge
Fiercely Competitive Industry
Web-savvy competitors
Hotly contested keywords
Small (but mighty!) Marketing Department
Lacked bandwidth for campaign mgmt
No time or tolerance for delays
Sought an Agency Partner with:
Metrics-focused track record
Ability to move fast and scale
Skyrocketing adoption of smartphones and tablets
Bring Your Own Device & Consumerization of IT
+=
Carpe Diem Mode of Operations
Top Goals
Increase lead volume― but not at the price of quality
Improve PPC efficiency― CPL under previous management was not good
Outrank competition
Speed up execution
The Webmarketing123 Approach
Analyze and understand your business
Establish meaningful KPIs and benchmarks
Execute, measure results and optimize
The Webmarketing123 Approach
Analyze and understand your business
Established relationship with Zenprise to understand their business, their customer and initiate spirit of partnership
Evaluated existing SEO and PPC efforts
Conducted in-depth keyword and competitor analysis
The Webmarketing123 Approach
Collaborated to establish performance benchmarks and timelines
Utilized scorecard to create realistic roadmap
Establish meaningful KPIs and benchmarks
The Webmarketing123 Approach
Leveraged domain expertise and strengths of in-house team
Immediate steps taken in on-page and off-page optimizations
Execute, measure results and optimize
The Webmarketing123 Approachand Why This Worked for Zenprise
Analyze and understand your businessDon’t skimp here, but leverage in-house strength and build agency strength over time.
Know how you’re going to be judged. Get early wins under your belt and don’t try to boil the ocean.
Establish meaningful KPIs and benchmarks
Execute, measure results and optimizeAvoid analysis paralysis and take calculatedrisks when pushing to move faster. Establish search as a company-wide endeavor.
Results In 90 Days60/
152% Increase in Organic Traffic forMost Important Keyword
SEO From #17 to #3 on Google
1
2
3
23% Increase in Organic Traffic
51% increase inNon-Branded Organic Traffic
SEOSEO
9
1312
15
SEO
66% Increase in Number of Keywords on Page 1 of Google
95% of all clicks happen on Page 1 (Forrester)
Before After 60 Days
November December March April
Doubled Conversion VolumeCut Cost Per Conversion in Half
PPC
Cost Per Conversion
Conversion Volume
5x Improvement in Pipeline Generated for Every Dollar Invested in SEM
$ $=