Lauren Vaccarello_SearchLove San Diego_From Search to Online to Marketing

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Lauren Vaccarello_SearchLove San Diego_From Search to Online to Marketing

  1. 1. 8,000+ Customers97% Retention Rate The First-Party Data Platform! ROI Focused $$ From Search to Online to Marketing Success and Failure In Becoming a Grown Up Marketer Lauren Vaccarello, VP Marketing
  2. 2. 1.  A little bit about me 2.  Communication 3.  Holistic marketing 4.  Know your business 5.  Business goals 6.  Budgets Agenda
  3. 3. Who Am I?
  4. 4. DON’T LET YOUR ROLE DEFINE YOUR INFLUENCE
  5. 5. KNOW HOW TO COMMUNICATE
  6. 6. WHAT EXACTLY IS A LEAD?
  7. 7. WHAT IS A CONVERSION RATE?
  8. 8. LEARNED TO THINK HOLISTICALLY
  9. 9. What Happens When Search Volume Drops?
  10. 10. What Happens When SEO Traffic Goes Down? You’re a Hero •  Traffic  down  12%   •  SEO  conversions  20%+   •  Leads  up  30%+   •  Pipeline  up  40%+  
  11. 11. KNOW YOUR BUSINESS
  12. 12. Testing Messaging in SEM
  13. 13. KNOW HOW SALES GETS PAID
  14. 14. ALIGN WITH BUSINESS GOALS
  15. 15. How I Screwed This Up
  16. 16. MONEY IS POWER
  17. 17. My Conversation with Neil Young WINNING MINDSHARE AND MY CONVERSATION WITH NEIL YOUNG
  18. 18. Takeaways: 1.  Learn how to communicate 2.  Use SEM for message testing 3.  Know how sales gets paid 4.  Learn every step of the marketing funnel 5.  Think about marketing across channels
  19. 19. Thank You! Lauren Vaccarello, VP Marketing AdRoll @LaurenV

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