Grow your search engine marketing with the latest tips to optimize your martech stack, target users, and grow revenue with Travis Wright and QuanticMind.
4. ccpdigital.com/qm @teedubya
Who is this Travis Wright dude?
• Radio Disc Jockey at Age 13.
• Military Intelligence and Russian Linguist in the US Army.
• Stand-up comedian since 1995.
• Web developer since 1996.
• SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998.
• Former Global Social Media Strategist – Norton / Symantec
• Chief MarketingTechnologist – CCP Digital
• Tech Blogger for MarketingLand, CMO.com, Business.com & others
• Inc. Magazine Columnist –TechTools for Entrepreneurs
• Host ofVenture Beat’s “VB Engage” podcast eachTuesday.
19. ccpdigital.com/qm @teedubya
• Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Know your audience
• Recognize your customer
• Personalize customer journey
• Create a better user experiences
Data-Driven Marketing
Making Smarter & More Impactful Decisions
40. ccpdigital.com/qm @teedubya
Google Buy Button on SERPS
ccpdigital.com/pardot @teedubya
The PeriodicTable of SEO Success Factors – Search Engine Land
ccpdigital.com/qm @teedubya
45. ccpdigital.com/qm @teedubya
Harness data explosion for better ad predictions
Yesterday’s data
5 – 8 data points Every possible data point about a clickvs
Premature relationship of
page views to purchase
probability
15
10
5
-20 -10 10 20 30 40 50 60
In depth seasonality and
other insights
15
10
5
-20 -10 10 20 30 40 50 60
PUBLISHER PERFORMANCE EXTERNAL DRIVERS
Keyword Impressions Nasdaq Airport status
Match-type Clicks NYSE Sports calendar (US, UK)
Ads Minimum bid Fed interest rate Football
Placement Current bid Weather.com Soccer
Position Location Temperature Baseball
Slot Quality score Rain Basketball
Click-type Competition Humidity Holiday calendar
Landing page Zip code – demographic Events calendar
Time of day Tax Starbucks index
Day of week Education level Concerts (Live Nation)
Device Household income Competitive search
Marital status SEM Rush
Presence of children Keyword spy
Age SpyFu
Gender Google
ADVERTISER SEASONALITY
SCALING
FACTORS USER
Conversions Time Search engine Search query
Revenue Day of week Campaigns Device
LTV Month Keywords Geo/location
Revenue parameters Year Ad copy
Custom parameters Holidays
Business constraints
Other business metrics
Promotions
Today’s data
57. ccpdigital.com/qm @teedubya
Impact of Targeted Social Advertising
By targeting specific groups with paid ads, companies can
dramatically increase their Facebook audience.
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Social Affinity Targeting
Women aged 50+ who liked “American Doll” proved to an ideal
correlation for a children’s specialty furniture manufacturer.
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Geo
Target users
based on
geographic
location
Narrow in on key
markets
Search
Target users who
are searching
on relevant
keywords
Ensure
relevancy
Followers
Target your
Followers
Leverage brand
advocates
Interest
Target users
based on their
interests
Resonate with
users
Mobile
Target users
on the go
Reach at point-of-
purchase
Look-a-likes
Target users who
are similar to
your followers
Increase
potential reach
Gender
Target users
based on gender
Ensure Interest
relevancy
Twitter Targeting Tools
86. ccpdigital.com/qm @teedubya
Account-Based Marketing (ABM)
A strategic approach to sales and marketing where
you focus your efforts on a specific set of high-value
accounts with
personalized messaging
and campaigns.
88. ccpdigital.com/qm @teedubya
How To Execute ABM
1. Identify key verticals and technologies
2. Develop key buyer and influencer personas within the vertical
3. Identify accounts via Datanyze
4. Identify 2-3 individuals per account via LinkedIn & Datanyze
5. Target accounts by vertical via Terminus display advertising
6. Execute SDR cadence via SalesLoft, LinkedIn, & Velocify
96. ccpdigital.com/qm @teedubya
Key Findings of ABM Tactics
1. You can potentially double cold outreach response rates
2. Led to more internal intros within the prospects company
3. Clicks not necessarily needed. Impressions matter.
4. The larger the account target, the more effective the tactic
5. Don’t expect immediate revenue. Long term investment.
My name is Alex Ortiz, and I’ll be the moderator for this session. When I’m not moderating webinars, I lead marketing for QuanticMind. I bring 15-years experience in enterprise cloud software in product and marketing roles at category leading companies including: Salesforce.com and Rakuten/Linkshare. I earned a Bachelor’s Degree in Mechanical Engineering from Cal Poly, San Luis Obispo, and an MBA from the Haas School of Business at the University of California, Berkeley. I’m passionate about marketing and helping fellow-marketers succeed.
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Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.