Crack the Code: Getting C-Suite Buy-In for Your Marketing Tech Purchases

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How to make the case for marketing automation.

Crack the Code: Getting C-Suite Buy-In for Your Marketing Tech Purchases Kristin Hambelton 04/21/2011

Elusive ROI Resources to Help You KPIs to Make the Case Finding the Money Wrap-Up Agenda Neolane confidential Copyright Neolane - 2011

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Exec Summary: Marketing organizations are facing unprecedented challenges. Traditional above the line techniques are producing diminishing returns; A host of new technologies are enabling a multitude of new engagement strategies; and economic conditions are mandating a commitment to demonstrable performance. While all of these must be addressed, the fundamental starting point needs to be with an analytical, continuous improvement program - one that embraces ROI and drives maximizing LTV. Ultimately, this will be accomplished by analyzing the interaction points and developing an optimal treatment path for high value segments.

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Search marketing continues to grow in importance as an advertising channel for businesses of all kinds. Even during the past 12 months, as the Great Recession has taken its toll on other advertising channels – from display to TV, and most decidedly to print – search advertising has continued to grow. As the paid search advertising market has grown and matured, the cost of entry for new players has increased, and for those who have been doing search for some time, the cost of being successful and driving optimal results from paid search continues to go up. The sophistication of the market requires constant investment. Advertisers have several choices as to how they choose to deal with building and maintaining their programs, each with different pros and cons: • Hire a search agency – according to Forrester Research, approximately 52% of companies elect to leverage agencies to do their paid search work, with that percentage increasing as more money is spent • Manage in-house – this is most common in retail and travel, as well as with small and mid-sized firms • Build-Operate-Transfer (BOT) – a hybrid model by which advertisers begin with an agency, with the intention of managing risk until the program can be brought in-house in order to manage costs more effectively The webcast will go through each model, as well as discuss the technology, skill sets, and processes needed to have a successful paid search program.

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