Quantifying Digital Marketing Investments from Awareness through Sales

Digital Marketing    Quantifying Digital Marketing Investments from! " Awareness through Sales! Presented by Brian Winter"Chief Marketing Ofﬁcer, Carpathia Hosting! Owner, Pyxl!

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

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

Reaching customers has never been!More Difﬁcult."

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

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 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

Mobile Introduces new complexity for digital marketing" Tablet " Desktop" Smartphone"C A R PAT H I A . C O M THINKP YX L.COM

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

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

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

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

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

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

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

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

CASE STUDY!

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

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

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

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 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

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 megaﬁlesgarden C A R PAT H I A . C O M THINKP YX L.COM

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

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

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

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

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

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

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

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

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! ! ! ! ! ! ! ! ! !

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Quantifying Digital Marketing Investments from Awareness through Sales

by Pyxl on Sep 14, 2012

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Quantifying Digital Marketing Investments from Awareness through Sales Presentation Transcript