Digital Marketing 
                       
Quantifying Digital Marketing Investments from!                      "         ...
Marketing & Marathons:
      Two Passions that Require Planning & Perseverance!Established career in!         USWebMarketi...
Overview of Presentation"        PART I: Evolution of digital marketing strategy        with a focus on connecting marketi...
Reaching customers has never been!More Difficult."
Many marketers treat “the Web” as a single      medium like “print” or “TV” or “radio”."                                  ...
The fastest growing      segment of the web is"     Mobile."C A R PAT H I A . C O M        THINKP YX L.COM
Mobile Web growth has outpaced Desktop      Web growth 10x"                                                               ...
Mobile Introduces new complexity for      digital marketing"                                   Tablet                     ...
Resulting in another evolution of Digital      Marketing"              V1"             V2"                V3"             ...
What is Integrated Engagement?"Reach"Tailor webproperties toDesktops, Tablets &Smartphones.!                              ...
Integrated Engagement Campaigns" Social Media"             PR"                                     Landing Page"          ...
4 Best Practices for Integrated      Engagement Campaigns"                          1." Creating Checklists to Ensure Effic...
Best Practice: Campaign Checklists!          q       Key Messaging Doc"                                 q Email Template...
Best Practice: Designing Campaigns to Cash!                                                                     Download P...
Best Practice: Digital Marketing Dashboards!Goals"Tailor yourspecific goals.!Tracking"Set up trackinglinks & goals.!       ...
Best Practice: Integrated Engagement; Design for Mobile!                                                  Tablet:"        ...
CASE STUDY!
Carpathia Hosting Overview"        •  Leading provider of complex, compliant managed hosting &           cloud services to...
Snapshot of Carpathia Marketing on Day 1"                          AWARENESS"   TRAFFIC"                             ?"   ...
Current Digital Marketing Model"                          Identify"                          Capture"                     ...
Detailed Process & Systems Model"C A R PAT H I A . C O M                   THINKP YX L.COM
Dashboard to Measure Results"                                Q1 2011   Q2 2011   Q3 2011   Q4 2011   Total 2011   Q1 2012 ...
Focus on Driving to Web Properties"C A R PAT H I A . C O M                     THINKP YX L.COM
Optimize for Desktops, Tablets &      Smartphoness"C A R PAT H I A . C O M                  THINKP YX L.COM
Infographics to Engage & Drive Traffic"                          Pure	  Infographics	                            megafilesga...
Micro-sites/Weblets to Drive Targeted,      Deeper Engagement"                                        Services Focus"     ...
Continuous impressions to activate      prospects"                                                                        ...
Result: Significant Growth in Awareness      & Traffic to Web Properties"                                  900.0!           ...
Result: Direct Link from Marketing      Investment to Sales Results"                             25% of all sales         ...
Ultimate Result: Quantifiable Marketing ROI"                          $       $                          $                 ...
So Where Did We Start Back on Day 1?"                          AWARENESS"   TRAFFIC"                             ?"       ...
And Where Are We Four Years Later?"                          AWARENESS"         TRAFFIC"                          4B +"   ...
Define, Track & Drive Linkage between      Marketing Investment and Sales Results"                          Define & Evolve ...
See something you want? Send email to:"                                     "                               Brian Winter" ...
Upcoming SlideShare
Loading in...5
×

Quantifying Digital Marketing Investments from Awareness through Sales

1,552

Published on

A two-part presentation given by Brian Winter, owner of Pyxl and CMO of Carpathia Hosting, that provides real-world ideas on the evolution of digital marketing strategy. With a focus on connecting marketing investment with sales results, the presentation provides a case study on how Carpathia drove 3x ROI using digital marketing techniques.

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,552
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Quantifying Digital Marketing Investments from Awareness through Sales

  1. 1. Digital Marketing 
 
Quantifying Digital Marketing Investments from! " Awareness through Sales! Presented by Brian Winter"Chief Marketing Officer, Carpathia Hosting! Owner, Pyxl!
  2. 2. Marketing & Marathons:
 Two Passions that Require Planning & Perseverance!Established career in! USWebMarketing" Corporation 1995" 2000" 2004" 2008" 2012"20 Marathons"in 17 states!C A R PAT H I A . C O M THINKP YX L.COM
  3. 3. Overview of Presentation" PART I: Evolution of digital marketing strategy with a focus on connecting marketing investment with sales results." PART II: Case Study on how Carpathia executed on an integrated digital marketing strategy and drove 3x ROI."C A R PAT H I A . C O M THINKP YX L.COM
  4. 4. Reaching customers has never been!More Difficult."
  5. 5. Many marketers treat “the Web” as a single medium like “print” or “TV” or “radio”." TV" Print " Web?" Radio"C A R PAT H I A . C O M THINKP YX L.COM
  6. 6. The fastest growing segment of the web is" Mobile."C A R PAT H I A . C O M THINKP YX L.COM
  7. 7. Mobile Web growth has outpaced Desktop Web growth 10x" Mobile Internet" 10B+" Desktop" PC" Internet" 100M+ Units" 1B+" 1990" 2000" 2010" 2020" Source: ITU, Mark Lipacis, Morgan Stanley Research.!C A R PAT H I A . C O M THINKP YX L.COM
  8. 8. Mobile Introduces new complexity for digital marketing" Tablet " Desktop" Smartphone"C A R PAT H I A . C O M THINKP YX L.COM
  9. 9. Resulting in another evolution of Digital Marketing" V1" V2" V3" V4" Online
 Broad
 Targeted Integrated Presence" Engagement" Engagement" Engagement" Basic information More information— Specific content for Specific content for with limited depth.! expanding on existing specific audiences. specific audiences on content & adding new Deeper engagement.! specific devices.! content areas.!C A R PAT H I A . C O M THINKP YX L.COM
  10. 10. What is Integrated Engagement?"Reach"Tailor webproperties toDesktops, Tablets &Smartphones.! Content" Optimize content for Desktops, Tablets & Smartphones.! Context" Content + Reach = Context ! ! Context = Better Engaged & Qualified Prospects!C A R PAT H I A . C O M THINKP YX L.COM
  11. 11. Integrated Engagement Campaigns" Social Media" PR" Landing Page" Micro-site" Email" Landing Page" Banners"C A R PAT H I A . C O M THINKP YX L.COM
  12. 12. 4 Best Practices for Integrated Engagement Campaigns" 1." Creating Checklists to Ensure Efficiency & Consistency" 2." Designing Campaigns to Cash" 3." Using Dashboards to Drive ROI" 4." Designing for Desktops, Tablets & Phones"C A R PAT H I A . C O M THINKP YX L.COM
  13. 13. Best Practice: Campaign Checklists! q  Key Messaging Doc" q Email Template(s)" q  PR/Social Media" q  Copy/Stats! q  Copy! q  Press release(s)! q  q  Key Marketing Goals! Branding Guidelines – solo or co-branded! q  q  C2As! Header Image! q  q  SM Plan Overview! Dashboard Get targeted q  Microsite" q  q Fact Sheet" Marketo Implementation! q  Creation! AdWords Creation! engagement q  CMS! q  Copy! q  Copy! q  Tracking Links! with Microsites" q  C2As! q  Header Image! q  SM postings! q  Additional graphics! q  Facebook! q  Design! q  Images from outside vendors! q Spec Sheet" q  Twitter! q  Co-Branding! q  Copy! q  LinkedIn! q  Google+! q  Live Chat! q  Header Image! q Case Study/Studies" q  Advertising! q  Marketo forms! q  Copy! q  CPC! q  Analytics Code! q White Paper" q  Banner Ad(s)! q  Favicon! q  Copy! q  Size! q  Landing Page(s)" q  Additional Graphics! q  Word count! q  CMS! q  Copy! q Video" q  Copy! q  Print Ads! q  Size! Go viral with q  q  C2As! Design! q  Design! q  Word count! interesting q  Music! q  PowerPoint Presentations" q  Images from outside vendors! q  Animation! q  Copy! Infographics" q  Co-Branding! q  Blog Posts" q  Design! q  Live Chat! q  Co- q  Copy! q  Marketo Forms! Branding! q  Analytics Code! q  q  Featured Image! Infographics" q  Reporting" Guarantee your q  Homepage Slider" q  Weekly/Monthly! q  Copy! q  Copy! audience can q  Design! q  Design! q  Images from outside vendors! q  Test All Platforms" q  Desktops! reach you with" q  Co-Branding! q  Tablets! Integrated q  Smartphones! Campaigns!C A R PAT H I A . C O M THINKP YX L.COM
  14. 14. Best Practice: Designing Campaigns to Cash! Download Page" Awareness & 
 Conversion %" Qualified " Lead Generation" Landing Page" Leads" Banners" Conversion %" Conversion %" Sales" Emails" Conversion %" Funnel" Conversion %" Social Media" Win %" Print" Wins!" Contact Form"C A R PAT H I A . C O M THINKP YX L.COM
  15. 15. Best Practice: Digital Marketing Dashboards!Goals"Tailor yourspecific goals.!Tracking"Set up trackinglinks & goals.! Calculate ROI" Weekly Reviews" Understand how the Meet with stakeholders campaign is tracking to weekly to review ROI targets weekly.! performance.!C A R PAT H I A . C O M THINKP YX L.COM
  16. 16. Best Practice: Integrated Engagement; Design for Mobile! Tablet:" Less real estate, but increasingly more likelyDesktop:" access point. WebMore real estate browsing still a part offor content the experience.!display, longertime on site, butless frequentaccess.! Smartphone:" Least real estate, focused, methodical! Web browsing. Hunting for specific information.! C A R PAT H I A . C O M THINKP YX L.COM
  17. 17. CASE STUDY!
  18. 18. Carpathia Hosting Overview" •  Leading provider of complex, compliant managed hosting & cloud services to Enterprises & Federal Agencies! •  Headquartered in Dulles, Virginia! •  Global Data Center footprint including significant presence in Los Angeles, Northern Virginia, Amsterdam, London & Hong Kong! •  Clients include Symantec, Cisco, Department of Defense, Gilt Groupe, Spotify" •  One of the fastest growing managed hosting companies in the United States; in run-rate revenue! •  Invested in marketing in 2007; Investing in marketing in 2012!C A R PAT H I A . C O M THINKP YX L.COM
  19. 19. Snapshot of Carpathia Marketing on Day 1" AWARENESS" TRAFFIC" ?" LEADS" SALES" ?" ?"C A R PAT H I A . C O M THINKP YX L.COM
  20. 20. Current Digital Marketing Model" Identify" Capture" Engage" Activate" Grow" QUALIFIED LEADS"C A R PAT H I A . C O M THINKP YX L.COM
  21. 21. Detailed Process & Systems Model"C A R PAT H I A . C O M THINKP YX L.COM
  22. 22. Dashboard to Measure Results" Q1 2011 Q2 2011 Q3 2011 Q4 2011 Total 2011 Q1 2012 Q2 2012 YTD 2012 AWARENESSS Number of Press 2 1 5 – 8 6 5 11 Releases PR, Article & Social Media 123 50 48 16 237 3,122 6,244 9,366 Impressions (mm) Banner Impressions (mm) – – – – – – 1 1 Total Impressions (mm) 123 50 48 16 237 3,122 6,245 9,368 ENGAGEMENT Number of Campaigns 5 7 5 1 18 6 6 12 Email Clicks 358 431 89 2 880 265 179 444 Banner Clicks – – – – – – 1,583 1,583 Website Traffic (000s) 38 29 26 22 115 117 41 159 Filled out Form 50 48 61 90 249 151 221 372 MARKETING LEADS Total New Marketing 169 349 111 98 571 254 367 621 Leads % of New Customers from 98% 63% 35% 94% 63% 69% 100% 93% Marketing ProgramsC A R PAT H I A . C O M THINKP YX L.COM
  23. 23. Focus on Driving to Web Properties"C A R PAT H I A . C O M THINKP YX L.COM
  24. 24. Optimize for Desktops, Tablets & Smartphoness"C A R PAT H I A . C O M THINKP YX L.COM
  25. 25. Infographics to Engage & Drive Traffic" Pure  Infographics   megafilesgarden  C A R PAT H I A . C O M THINKP YX L.COM
  26. 26. Micro-sites/Weblets to Drive Targeted, Deeper Engagement" Services Focus" Compliant " Hosting" Cloud" Services Focus" Computing" Equinix" Partnership" Partner Focus" Carpathia" Government " Vertical Focus" Solutions" Phoenix" Data Center " Geographical Focus"C A R PAT H I A . C O M THINKP YX L.COM
  27. 27. Continuous impressions to activate prospects" Microsite! White Paper &! Landing Pages! Emails! Fact Sheet! Video! Infographics! Print & Banner Ads! Website Slider!C A R PAT H I A . C O M THINKP YX L.COM
  28. 28. Result: Significant Growth in Awareness & Traffic to Web Properties" 900.0! 3,122.2" 800.0! Spotify 700.0! Compliant Hosting Announcement" Services Announcement" 754.6" ServerVault Millions of Mentions" 600.0! Acquisition" Vertical & IBX 500.0! Vault Marketing" 4,197.3" Equinix Strategic Alliance" 400.0! Release of 2nd 3,442.7" Generation Cloud " 320.6" 304.1" 300.0! 257.8" 206.5" 200.0! 88.1" 118.3" 100.0! 50.3" 31.4" 38.6" 1.0" 11.5" 15.4" 51.3" 46.3" 37.9" 1.0" 10.5" 3.8" 16.0" 7.1" 11.8" 16.4" 0.0! Q2 2009! Q3 2009! Q4 2009! Q1 2010! Q2 2010! Q3 2010! Q4 2010! Q1 2011! Q2 2011! Q3 2011! Q4 2011! Q1 2012! Q2 2012! Cumulative Mentions! Mentions! Traffic!C A R PAT H I A . C O M THINKP YX L.COM
  29. 29. Result: Direct Link from Marketing Investment to Sales Results" 25% of all sales tracked back to marketing sources"C A R PAT H I A . C O M THINKP YX L.COM
  30. 30. Ultimate Result: Quantifiable Marketing ROI" $ $ $ 3 $ Margin" Every $1 Invested in Marketing " Yields nearly " $9 in Revenue & " $ $ 1 $ $ $3 in Margin" Marketing"C A R PAT H I A . C O M THINKP YX L.COM
  31. 31. So Where Did We Start Back on Day 1?" AWARENESS" TRAFFIC" ?" LEADS" SALES" ?" ?"C A R PAT H I A . C O M THINKP YX L.COM
  32. 32. And Where Are We Four Years Later?" AWARENESS" TRAFFIC" 4B +" impressions " # 2" trafficked site in industry" LEADS" SALES" $ M+" 25 % in pipeline " of sales "C A R PAT H I A . C O M " THINKP YX L.COM
  33. 33. Define, Track & Drive Linkage between Marketing Investment and Sales Results" Define & Evolve Your! 1." DIGITAL MARKETING MODEL" KEY MEASUREMENTS 2." Identify the to measure the success of your model! MARKETING Constantly evaluate success by linking 3." INVESTMENTS to SALES RESULTS"C A R PAT H I A . C O M THINKP YX L.COM
  34. 34. See something you want? Send email to:" " Brian Winter" bwwinter@gmail.com! Carpathia Hosting Inc. " Pyxl Inc." 21000 Atlantic Boulevard, Suite 500 ! 2099 Thunderhead Road, Suite 301! Dulles, Virginia 20166 ! Knoxville, Tennessee 37922! Carpathia.com! ThinkPyxl.com! ! ! ! ! ! ! ! ! !
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×