Manage. Measure. Monetize Simplifying Online Marketing In A Web 2.Overwhelmed World

Have You Noticed – We’re Getting Busy? © 2008 CrownPeak Technology. All rights reserved. Online Marketing Works! But you’ve got more to do? Measure deep into the pipeline But now we’re responsible? Web 2.0 Hype says “understand” But apparently we’re losing control? Let’s get beyond believing the hype First page of Google results does not equal our brand Back to basics…

Online Marketing Works!

But you’ve got more to do?

Measure deep into the pipeline

But now we’re responsible?

Web 2.0 Hype says “understand”

But apparently we’re losing control?

Let’s get beyond believing the hype

First page of Google results does not equal our brand

Back to basics…

© 2008 CrownPeak Technology. All rights reserved.

It’s A New – Flattened World… © 2008 CrownPeak Technology. All rights reserved. More Is Not Better We Have To Tell A Better Story Internally & Externally

More Is Not Better

We Have To Tell A Better Story

Internally & Externally

How About a New “NO RULES’ Rule of Online Marketing? © 2008 CrownPeak Technology. All rights reserved.

| 1978 | 1980 | 1982 | 1984 | 1986 | 1988 | 1990 | 1992 | 1994 | 1996 | 1998 | 2000 | 2002 | 2004 | 2006 | 2008 | A Little Bit Of History © 2008 CrownPeak Technology. All rights reserved. Email Marketing Web Sites Banner Ads SEO Blogs Wikis Web 2.0 SEM/PPC Social Networking Content Marketing Mobile? Global?

| 1978 | 1980 | 1982 | 1984 | 1986 | 1988 | 1990 | 1992 | 1994 | 1996 | 1998 | 2000 | 2002 | 2004 | 2006 | 2008 |

Manage. Measure. Monetize. You’re 4 clicks, 1 Form and $0 away from the technology of Web 2.0 Blogs, Wikis, Social Networking Email Campaign Management You can start search engine marketing in less than 20 minutes It’s not about technology – it’s the story you tell It’s the content you manage It’s the call to action on your landing pages Go beyond keeping up with the digital Jones’ Change everything you now, but not everything you d © 2008 CrownPeak Technology. All rights reserved.

You’re 4 clicks, 1 Form and $0 away from the technology of Web 2.0

Blogs, Wikis, Social Networking

Email Campaign Management

You can start search engine marketing in less than 20 minutes

It’s not about technology – it’s the story you tell

It’s the content you manage

It’s the call to action on your landing pages

Go beyond keeping up with the digital Jones’

Change everything you now, but not everything you d

Manage. Content Marketing A platform of authenticity It’s The Passion You Bring To Your Product of Service. It’s The “Why” You’re better than everyone else So… How Do We Deploy A Content Marketing Strategy? © 2008 CrownPeak Technology. All rights reserved.

Content Marketing

A platform of authenticity

It’s The Passion You Bring To Your Product of Service.

It’s The “Why” You’re better than everyone else

So… How Do We Deploy A Content Marketing Strategy?

Manage – The First Element: An Easy Way To Manage Create. Manage. Publish. Repeat. Good CMS is essential. Don’t Build a CMS From Scratch Don’t forget life after launch Build a Platform – not a product Goal: Redesign by process, not project. © 2008 CrownPeak Technology. All rights reserved.

Create. Manage. Publish. Repeat.

Good CMS is essential.

Don’t Build a CMS From Scratch

Don’t forget life after launch

Build a Platform – not a product

Goal: Redesign by process, not project.

Manage – The Second Element: Listen The platform should listen as well as speak… The process of content management much more important than the technology here. Spend time on your quality and internal workflow process… You’ve got to react to the content coming into your site… © 2008 CrownPeak Technology. All rights reserved.

The platform should listen as well as speak…

The process of content management much more important than the technology here. Spend time on your quality and internal workflow process…

You’ve got to react to the content coming into your site…

Manage – The Third Element: A New Online Structure © 2008 CrownPeak Technology. All rights reserved. Home Page Main Section Main Section Main Section Main page Main Page Main page

Manage: The Fourth Element: Understand Who Who… Not How Many… What is the relationship of our content to our users © 2008 CrownPeak Technology. All rights reserved.

Who… Not How Many…

What is the relationship of our content to our users

Measure. Web sites should get everything they deserve, not everything they “need”. Marketers hate math, so do it rarely… 90% of Companies feel measurement is important and only 14% feel like they have a handle on it Your web site should be an online marketing platform – in short you should be able to measure everything.. And then.. Don’t. © 2008 CrownPeak Technology. All rights reserved.

Web sites should get everything they deserve, not everything they “need”.

Marketers hate math, so do it rarely…

90% of Companies feel measurement is important and only 14% feel like they have a handle on it

Your web site should be an online marketing platform – in short you should be able to measure everything.. And then.. Don’t.

What Is Important? Knowing which half of the budget is effective isn’t good enough anymore KPI’s Are unique to your organization… Or at least organizations like yours What KPI’s are important to you – strive for 8-10 © 2008 CrownPeak Technology. All rights reserved.

Knowing which half of the budget is effective isn’t good enough anymore

KPI’s Are unique to your organization… Or at least organizations like yours

What KPI’s are important to you – strive for 8-10

Here Are My Reports ….Well At Least Today 1. Number of Raw Leads (aggregate and also separated by tactic) 2. Conversion Rate Raw Leads Into Opps (aggregate and also separated by tactic) 3. Conversion Rate Opportunities into Qualified Deals (aggregate and separated by tactic) 4. Cost Per Lead/Opportunity/Qualified Deal (and separated by tactic) © 2008 CrownPeak Technology. All rights reserved.

1. Number of Raw Leads (aggregate and also separated by tactic)

2. Conversion Rate Raw Leads Into Opps (aggregate and also separated by tactic)

3. Conversion Rate Opportunities into Qualified Deals (aggregate and separated by tactic)

4. Cost Per Lead/Opportunity/Qualified Deal (and separated by tactic)

Monetize Monetize Mon"e*tize, v. t. To convert into money. - Webster's Revised Unabridged Dictionary Where we will apply dollars to what we are doing for our online marketing platform Consider an ROI SLA © 2008 CrownPeak Technology. All rights reserved.

Monetize

Mon"e*tize, v. t. To convert into money.

- Webster's Revised Unabridged Dictionary

Where we will apply dollars to what we are doing for our online marketing platform

Consider an ROI SLA

4 Safety Tips For Monetizing Your Marketing Platform Pick Vendors that understand that life begins after launch Match your tactics, tools, and your metrics Leverage the tools and the success metrics Actually measure the effectivness. © 2008 CrownPeak Technology. All rights reserved.

Pick Vendors that understand that life begins after launch

Match your tactics, tools, and your metrics

Leverage the tools and the success metrics

Actually measure the effectivness.

Let’s Put It All Together This is the new “no rules” rules of online marketing Establish your framework of process.. Apply technology to that process © 2008 CrownPeak Technology. All rights reserved.

This is the new “no rules” rules of online marketing

Establish your framework of process.. Apply technology to that process

Manage. Measure. Monetize. Manage – Your site, your content- tell your story Measure – Your key performance indicators – measure only what’s important Monetize – Your process.. Looking beyond ROI of tactics and toward how technology and process help you to meet a strategic objective Technology is Easy. Marketing Isn’t. It’s an effective balance of creative and analytical thought © 2008 CrownPeak Technology. All rights reserved.

Manage – Your site, your content- tell your story

Measure – Your key performance indicators – measure only what’s important

Monetize – Your process.. Looking beyond ROI of tactics and toward how technology and process help you to meet a strategic objective

Technology is Easy. Marketing Isn’t. It’s an effective balance of creative and analytical thought

Thank You!!! Robert Rose Vice President, Marketing & Strategy CrownPeak [email_address] © 2008 CrownPeak Technology. All rights reserved.

Robert Rose

Vice President, Marketing & Strategy

CrownPeak

[email_address]