Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
Some Strategies &
Tactics for Better
Integrated Digital
...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
Once Upon A Time…
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
Yeah, right.
Wanna buy my bridge?
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
CRM
Integrated Marketing Methodology
Most companies stil...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
More Arrows are Generally Good
VS
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
Deep Thoughts? What does your company really
want from y...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
IMPRESSION VISITOR WEB FORM
• Just as different keywords...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
For Each Micro-Conversion…
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
Post-Inquiry Funnel
Inquiries
Marketing Qualified Leads ...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
HORRENDOUS Attrition
Lead Stage Conversion
Rate
Required...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
Some Integrated Tactics
1. Integrate Search (Paid & Natu...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
Paid + Earned is Better
Than Peanut Butter + Jelly
Integ...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
PPC to Paid Sponsorship – CFO.com
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
Consider Rich Media
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
PUT
YOUR
AD
HERE?
Event Driven Social + Search
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
OR
HERE?
Event – Driven Paid Media
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
17
House List / Direct Mail Tie-ins
Integrate online mar...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
More Integrated Search
Use SEM traffic with web analytic...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
Key Integrated Search Strategies
Integrate SEM data with...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
• One of our B2B clients was spending 12K per month
in P...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
• One of our B2B clients was spending 85K per month,
wit...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
ARGUE about Attribution!
1. First-touch No
2. Last-touch...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
• CEO of ApogeeResults.com, award-winning search-driven ...
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
B2B Technology & Services
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
eCommerce & Retail(partial list)
Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
eCommerce & Retail(partial list)
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How To Get Better Results From Integrated Efforts With Your Digital Marketing Dollars by William Leake

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From SMX East 2013 - Pulling It All Together: Integrating Your Marketing Campaigns - Some Strategies & Tactics for Better Integrated Digital (a.k.a., Getting Far More of the Good Stuff from Your Digital $$) by William Leake- #SMX #32C

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How To Get Better Results From Integrated Efforts With Your Digital Marketing Dollars by William Leake

  1. 1. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com Some Strategies & Tactics for Better Integrated Digital (a.k.a., Getting Far More of the Good Stuff from Your Digital $$) William Leake CEO, Apogee Results leake@ApogeeResults.com On Twitter, follow me @marketing_bill 2 October, 2013
  2. 2. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com Once Upon A Time…
  3. 3. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com Yeah, right. Wanna buy my bridge?
  4. 4. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com CRM Integrated Marketing Methodology Most companies still optimize to yield the largest number of visitors or lead form submissions per dollar spent. Look both further down the sales funnel AND across the funnel to maximize your ROI based on lead quality or closed opportunities.
  5. 5. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com More Arrows are Generally Good VS
  6. 6. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com Deep Thoughts? What does your company really want from your (online) marketing efforts? • Sales? • Top Line Revenue? • Bottom Line Earnings? • Margin? • ROI? • Brand (building, maintenance and/or defense) Most Likely, NOT WEB FORMS
  7. 7. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com IMPRESSION VISITOR WEB FORM • Just as different keywords require different ad copy (because different keywords denote different stages in the “sale” from impression to website visitation • So different types of keywords require different landing pages, as there is a whole new “close” that needs to take place to get from visitation to web inquiry …. And from web inquiry to SQL POST WEB Marketing/Sales Optimization Funnel
  8. 8. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com For Each Micro-Conversion…
  9. 9. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com Post-Inquiry Funnel Inquiries Marketing Qualified Leads (MQL) Sales Accepted Leads (SAL) Sales Qualified Leads (SQL) Closed/Deals
  10. 10. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com HORRENDOUS Attrition Lead Stage Conversion Rate Required 1 New Customer Lead Value Inquiries 351.4 $333 Marketing Qualified Leads 4.4% 15.5 $7,568 Sales Accepted Leads 66.0% 10.2 $11,466 Sales Qualified Leads 49.0% 5.0 $23,400 New Customers 20.0% 1.0 $117,000
  11. 11. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com Some Integrated Tactics 1. Integrate Search (Paid & Natural) with “earned media” or “owned media” for better results and / or shelf space 2. Consider Event- and Name-driven SEM / PPC 3. Use SEM traffic with web analytics for list building 4. Integrate SEM data with other datasets, especially CRM and your customer purchase history list (e.g. down funnel optimization) 5. Argue about attribution
  12. 12. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com Paid + Earned is Better Than Peanut Butter + Jelly Integrate Paid Search with “earned media” or even with more “paid media” for better results + shelf space • Online favorable articles / analyst pieces • Press release mentions • Promote 3rd party blog post Paid + Earned
  13. 13. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com PPC to Paid Sponsorship – CFO.com
  14. 14. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com Consider Rich Media
  15. 15. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com PUT YOUR AD HERE? Event Driven Social + Search
  16. 16. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com OR HERE? Event – Driven Paid Media
  17. 17. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com 17 House List / Direct Mail Tie-ins Integrate online marketing with more traditional focused direct marketing: (think online mail-merge) • Develop DB-driven microsite to dynamically generate offer • Offer can be specific to person who types it in • We’ve built this technology -- you can use ours or build your own • Buy high priority names in Google so when they search their name, they get a specialized offer • Google Paid Seach Ad will take them, upon click-thru, to the microsite, and preferably to the specific page on that website tailored for them • Direct Mail campaign could also direct people to Google their name to enhance effectiveness of this campaign • THIS IS GREAT FOR VERY FOCUSED MARKETS / MARKETING
  18. 18. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com More Integrated Search Use SEM traffic with web analytics + your lead forms for list building & enhanced lead generation - DemandBase - Jigsaw - Other list building
  19. 19. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com Key Integrated Search Strategies Integrate SEM data with other datasets, especially CRM, Marketing Automation, and your customer purchase history list (Focus on down-funnel wins)
  20. 20. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com • One of our B2B clients was spending 12K per month in PPC, with a new product category, and was struggling to achieve critical mass of visibility and inquiries • We initiated Display and other Content-based advertising on an ad exchange, growing spend to over 30k a month, and REDUCED PPC to 4-6k per month focused on brand / product terms • RESULT: 300 percent uplift in website visits, 77 percent track-able sales uplift Improve ROI by Using Integrated Pre-Click Display Brand-Building Campaigns
  21. 21. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com • One of our B2B clients was spending 85K per month, with well understood and optimized CPL metrics • We started doing Display Retargeting, spending about 15-20% of the PPC budget • RESULT: 33 percent increase in website forms, 25 percent software sales uplift Improve ROI by Using Integrated Post-Click Display Retargeting Campaigns
  22. 22. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com ARGUE about Attribution! 1. First-touch No 2. Last-touch Better, but no 3. Straight-line Better, but …. 4. Most important: HAVE THE DISCUSSION 1. Best-practice: Track, and allocate
  23. 23. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com • CEO of ApogeeResults.com, award-winning search-driven digital marketing agency with national presence • Former McKinsey & Co. consultant • Authored the Wiley book, “Complete B2B Online Marketing” • Consulted for 100’s of private equity backed B2B startups, and dozens of F500 B2B giants, including …. Who The Heck Is Bill?
  24. 24. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com B2B Technology & Services
  25. 25. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com eCommerce & Retail(partial list)
  26. 26. Apogee Results Confidential. Copyright 2010 www.apogeeresults.com eCommerce & Retail(partial list)

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