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Zenprise case study : inbound marketing summit

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Align & Thrive: Zenprise and Webmarketing123 Win Dramatic SEO/PPC Results Via Deep Partnership

Align & Thrive: Zenprise and Webmarketing123 Win Dramatic SEO/PPC Results Via Deep Partnership

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  • Introductions.
  • “Paralysis by analysis” “Perfection is not your friend in Silicon Valley”.
  • (Paul)Analyze and understand your business. (Analysis)Establish meaningful KPIs and benchmarks. (Planning)Execute, measure results and optimize. (Execution)“Immerse ourselves in your business”With Danaher, we found that it’s important to talk to Sales Managers to best understand the voice of the customer… and Product Managers to understand the voice of the Product.
  • (Paul)Analyze and understand your business. (Analysis)Establish meaningful KPIs and benchmarks. (Planning)Execute, measure results and optimize. (Execution)“Immerse ourselves in your business”With Danaher, we found that it’s important to talk to Sales Managers to best understand the voice of the customer… and Product Managers to understand the voice of the Product.
  • (Paul)Analyze and understand your business. (Analysis)Establish meaningful KPIs and benchmarks. (Planning)Execute, measure results and optimize. (Execution)“Immerse ourselves in your business”With Danaher, we found that it’s important to talk to Sales Managers to best understand the voice of the customer… and Product Managers to understand the voice of the Product.
  • Question:What can you tell me about the analysis process, keywords that performed well, how Zenprise decided to allocate their budget to PPC vs organic search?  Answer: Analysis was based on Zenprise subject matter expertise, WM123 research/recommendations which was partially driven from previous campaign data points and insight from website analytics as well as their ability to jump in and understand the business. Budget allocation: from a PPC perspective we worked with WM123 to assess how the existing campaigns were setup, which provided insight into the upside potential as it related to CPL. This allowed us to make assertions about how much we could spend while still achieving the desired CPL. Since PPC allows achievement of results in a quicker timeframe vs. SEO and increasing lead volume is the top goal, a disproportional allocation of our budget was immediately dedicated to PPC in agency fees and media. Now we're constantly trimming the sails to find the best wind. From an SEO perspective we allocated an appropriate amount to do the heavy lifting needed for our targeted keywords and now are working at a steady pace to continually achieve results while not breaking the bank.
  • (Scott starts)
  • Slide 13 was easily the most meaningful (rank 17 to 3 for most important keyword) — it was the early win that allowed the team to breath for a second and go after others in a methodical way. After that, the $1 spent to $8 in pipeline creation found on slide 15 is good. We're constantly analyzing our mix and while PPC isn't necessarily the most efficient pipeline generator, it gets high marks because of it's steady drip characteristics and ability to titrate up or down (within reason, of course).
  • (Scott)Discuss SEO Tactics here:AnalysisIdentified competitors and contested keywordsScorecard assessment Collaborative keyword selectionOff-Page OptimizationInbound Link Building on “Mobile Device Management”Syndicated articles on Publication SitesCreated business listingsOn-Page OptimizationFresh On-Page contentQuick to generate content based on recommendationsPage titles Internal linking HeadersMeta Data: Meta keywords and descriptions
  • (Scott)Jamie to remove
  • Month 1, 2, 3, 4
  • For every dollar invested, we saw 8 dollars in opportunity, and this was the KPI that was most important for us. (Scott)We’re so happy with out results that we’re expanding efforts to UK and already seeing similar results. (Scott)
  • Transcript

    • 1. Align Staff and Agency to Accelerate Success:Zenprise and Webmarketing123 SEO/PPC Case StudyInbound Marketing Summit | June 12, 2012
    • 2. About Webmarketing123Providing: › Search Engine Optimization › Pay-Per-Click Management › Social Media Marketing Custom KPI-based Scorecards Hundreds of Educational Webinars Proprietary Attribution Tool 120+ Clients
    • 3. About ZenpriseThe leader in securemobile device managementZenprise gives IT peace of mind, letsexecutives take their businesses mobile, andmakes 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)
    • 4. Zenprise’s ChallengeFiercely Competitive Industry  Web-savvy competitors Skyrocketing adoption of  Hotly contested keywords smartphones and tabletsSmall (but mighty!) Marketing Department  Lacked bandwidth for campaign mgmt + Bring Your Own Device & Consumerization of IT =  No time or tolerance for delaysSought an Agency Partner with: Carpe Diem Mode of  Metrics-focused track record Operations  Ability to move fast and scale
    • 5. 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
    • 6. The Webmarketing123 Approach Analyze and understand your business Establish meaningful KPIs and benchmarks Execute, measure results and optimize
    • 7. 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
    • 8. The Webmarketing123 Approach Establish meaningful KPIs and benchmarks  Collaborated to establish performance benchmarks and timelines  Utilized scorecard to create realistic roadmap
    • 9. The Webmarketing123 Approach Execute, measure results and optimize  Leveraged domain expertise and strengths of in-house team  Immediate steps taken in on-page and off-page optimizations
    • 10. The Webmarketing123 Approach and Why This Worked for Zenprise Analyze and understand your business Don’t skimp here, but leverage in-house strength and build agency strength over time. Establish meaningful KPIs and benchmarks Know how you’re going to be judged. Get early wins under your belt and don’t try to boil the ocean. Execute, measure results and optimize Avoid analysis paralysis and take calculated risks when pushing to move faster. Establish search as a company-wide endeavor.
    • 11. Results In 90 Days60
    • 12. SEO From #17 to #3 on Google 1 2152% Increase inOrganic Traffic for 3Most ImportantKeyword
    • 13. SEOSEO 23% Increase 51% increase in in Organic Traffic Non-Branded Organic Traffic
    • 14. SEO 66% Increase in 95% of all Number of Keywords clicks happen on Page 1 of Google on Page 1 (Forrester) 15 13 12 9 Before After 60 Days
    • 15. PPC Doubled Conversion Volume Cut Cost Per Conversion in HalfCost Per ConversionConversion Volume November December March April
    • 16. 5x Improvement in Pipeline Generatedfor Every Dollar Invested in SEM $ = $

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