1. Integrated Engagement!
Content, Reach and Context
in a Mobile World!
Brian Winter!
Owner, Pyxl!
Chief Marketing Officer, Carpathia Hosting!
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2. Unique Experience & Perspective !
Personal Passions
& Pursuits!
22 Marathons! Digital Marketing!
for Entrepreneurs, CEOs,
Global Whiteboard
VPs of Sales, VPs of
Speaker! Fanatic! Marketing and Marketing
Managers for Small and
Large Businesses!
USWeb/CKS!
Delivering ! Consuming!
Digital Marketing Services! Digital Marketing Services!
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3. Reaching customers has never been!
more difficult.!
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4. Evolution of Digital Marketing!
V1! V2! V3! V4!
Online Broad Targeted Integrated Digital
Presence! Engagement! Engagement! Engagement (IDE)!
Basic information More information— Specific content for Specific content for specific
with limited depth.! expanding on existing specific audiences. audiences on specific
content & adding new Deeper engagement.! devices.!
content areas.!
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5. What is Integrated Digital
Engagement (IDE)?!
Reach!
Tailor web
properties to
Desktops, Tablets &
Smartphones.!
Content!
Optimize content for
Desktops, Tablets &
Smartphones.!
Context!
Content + Reach = Context !
!
Context = Better Engaged &
Qualified Prospects!
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6. Your Web Presence is the Cornerstone
of Integrated Digital Engagement!
Tablet:!
Less real estate, but
increasingly more likely
Desktop:! access point. Web
More real estate
browsing still a part of
for content the experience.!
display, longer
time on site, but
less frequent
access.!
Smartphone:!
Least real estate,
focused, methodical!
Web browsing.
Hunting for specific
thinkpyxl.com
information.!
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7. 7 Keys to Successful
Integrated Digital Engagement!
1.! Set Measurable Goals!
2.! Optimize for Integrated Engagement!
3.! Develop Relevant Content!
4.! Create Content Rich Pages!
5.! Nurture Leads Intelligently!
6.! Measure Marketing to Sales!
7.! Manage & Modify Campaigns!
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8. Step 1: Set Measurable Goals!
Opens! Calls !
Impressions!
Shares! Downloads! Forms!
Visits!
Clicks!
Click-throughs!Chats! Leads!
Comments! Views! Inbound Emails!
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9. Step 2: Optimize Website for “IDE”!
Desktop ! Information Ratio and scale Readability!
Tablet
! hierarchy! of imagery!
Smartphone !
!
“The fold” Orientation: Less is More! Test
!
is dead! horizontal and Test
!
vertical
! Test
!
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10. Step 3: Develop Relevant Content!
Key Messaging
Document!
Press Case
Releases! Studies!
Fact White
Sheets! Papers!
Videos!
Checklists!
Blogs!
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11. Step 4: Create Content Rich Pages!
Registration!
LANDING PAGE!
Frequency of Content!
WEBSITE!
• 2-4 Blog posts/week!
Demand Gen Assets! Asset Download!
LANDING PAGE! • 1 White paper/ebook/guide/
2-4 Blog Posts/week!
1 White paper / ebook / checklist every other month!
guide / checklist every
other month! • 1 Infographic every other mo.!
BLOG!
1 infographic every other
month! Request Info! • 1 On-demand Webinar/Qtr.!
LANDING PAGE!
1 On demand Webinar/Qtr.!
Add ons: PPT, Videos,
• Add ons: PPT, Videos, Web
Web Tools! Tools!
SEO!
EMAIL CPC!
SOCIAL! Google, Bing,
TEMPLATE! LinkedIn!
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12. Step 5: Nurture Leads Intelligently!
DOMESTIC! HUBSPOT POWERED!
Biz Intelligence! Registration!
? LANDING PAGE!
Jim Bower! Simona Bills!
General Motors! Siemens!
Profile! Downloaded 2 WP! Downloaded 1 Checklist!
2 visits! WEBSITE! (Plus original Profile data)!
10 pages! Asset Download!
20 minutes! Demand Gen Assets!
LANDING PAGE!
General Motors! Tradeshows!
2-4 Blog Posts/week! Marketing Leads! Phone Calls!
1 White paper / ebook / (from web forms)!
Emails!
guide / checklist every
other month!
1 infographic every other
BLOG! month! Request Info!
1 On demand Webinar/Qtr.!
LANDING PAGE!
Add ons: PPT, Videos,
Web Tools!
Hubspot! CRM!
INTERNATIONAL!
SEO! LEAD!
? Nurturing!
Repurposed content
from Phase 1,
Profile! CPC!
EMAIL personalized based
1 visit! SOCIAL! Google, Bing, on usage & behavior!
3 pages! TEMPLATE! LinkedIn!
5 minutes!
Siemens! SALE
S!
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13. Step 6. Measure Marketing to Sales!
Download Page!
Awareness &
Lead Generation! Conversion %! Qualified !
Devices! Landing Page! Leads!
Banners!
Emails! %!
%! %! Sales!
Conversion %! Funnel!
Conversion %!
Social Media!
Print! Win %!
Wins!!
Contact Form!
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14. Step 7. Manage & Modify Campaigns!
Goals!
Tailor your
specific goals.!
Tracking!
Set up tracking
links & goals.!
Calculate ROI! Weekly Reviews!
Understand how the Meet with stakeholders
campaign is tracking to weekly to review
ROI targets weekly.! performance.!
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15. CASE STUDY!
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16. Carpathia Hosting Overview!
Global
Company
Diverse
Clients
AMSTERDAM, NETHERLANDS
LONDON, ENGLAND
SILICON VALLEY, CA TORONTO, CANADA
SAN JOSE, CA NEW YORK, NY
LOS ANGELES, CA ASHBURN, VA
ATLANTA, GA
HONG KONG
SYDNEY, AUSTRALIA
Significant
Growth
Marke;ng
Investment
$2,000,000
$20,000
2011! 2012! 2007 2013
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17. Integrated Engagement in Action!
AWARENESS! TRAFFIC! LEADS! SALES!
4B +! ! # 2!
trafficked
site in
industry!
$36M+! 25%!
impressions in pipeline
! of sales!
Marketing ROI
!
Every $1 in Marketing
Yields!
$3 in Margin!
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18. Setting Targets Top Down!
2013 % of Total % from Bookings from!
Bookings! Bookings! Marketing! Marketing!
Commercial! 1,425! 75%! 35%! 499!
Federal! 475! 25%! 50%! 238!
Total! 1,900! 39%! 736!
Cost per # of Mktg Lead Gen
Avg. Deal Size! Leads:Deals! # of Leads!
Lead! Deals! Budget!
Commercial! $500 ! 22.5! 22! 100! 2,217! $1,108,333 !
Federal! $300 ! 15.0! 16! 100! 1,583! $475,000 !
3800! $1,583,333 !
Sales Inputs!
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19. Building Plans Bottoms Up!
Cost of! Cost of! Cost of ! # of
Commercial Lead Gen. Activities! Total Cost!
Media Buys! Production! Content! Leads!
Lead Generation Activities! ! ! ! ! !
Banner Ads (Infoweek, Datacenter Knowledge, Whir)! $164,905! $135,000! $20,355! $9,550! 300!
Newsletter Sponsorships (InfoWeek - 336x280) 3
$21,905! $0! $15,355! $6,550! 50!
newsletters!
Must Read Promo (Infoweek)! $49,905! $31,500! $11,855! $6,550! 250!
Executive Roundtable! $44,300! $26,550! $11,855! $5,895! 25!
Editorial Webinar 1 day + 6 month archive! $51,025! $26,775! $15,355! $8,895! 160!
Briefing
Center
3
month
program
$52,650!
$$32,400!
$$11,855!
$8,395
150
Briefing Center 3 month program! $52,650
32,400
11,855
$8,395! 150!
Content Marketing! $69,550! $40,000! $15,355! $14,195! 250!
Networking Events (we attend)! $54,750! $35,000! $11,855! $7,895! 125!
Customer Events (we host)! $51,750! $29,000! $16,855! $5,895! 100!
Customer Conference! $61,250! $40,000! $15,355! $5,895! 35!
Carpathia.com Demand Gen! $125,750! $0! $56,855! $68,895! 300!
Cost-per-Click! $174,150! $150,000! $15,855! $8,295! 350!
Print Ads (Infoweek)! $97,750! $75,000! $16,855! $5,895! 75!
Ad Hoc on Demand Budget! $103,500! $60,000! $37,000! $6,500! 100!
Total! $1,123,140! $681,225! $272,615! $169,300! 2270
2270!
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20. Execute IDE Campaigns!
Microsite!
Landing Pages! White Paper &!
Fact Sheet! Emails!
Video!
Infographics! Print & Banner Ads! Website Slider!
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21. Everything Rolls to a Central Dashboard!
Total
YTD
Spend
Total
YTD
Spend
Commercial
Cost
Averages
Federal
Cost
Averages
Per
Impression
$0.02
Per
Impression
$0.03
$27,495.52
Per
Click
$25.74
$27,495.52
Per
Click
$49.09
Per
Lead
$235.00
Per
Lead
$91.88
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22. Dashboard Delivers End-to-End View!
Clicks
&
Leads
from
IBX
Vault
Campaign
25,000
600
500
20,000
400
15,000
Total
Clicks
Leads
300
10,000
200
5,000
100
Leads
0
0
9/16
9/23
9/30
10/7
10/14
10/21
10/28
11/4
11/11
11/18
11/25
12/2
12/9
12/16
12/23
12/30
Week
Ending
Clicks
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23. Summary!
1.!Recognize Mobile is the Future!
2.!Embrace Integrated Engagement!
3.!Follow the 7 Keys to Success!
4.!Download Integrated Engagement
& the Mobile Web!
!
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24. Follow the 7 Steps and…!
AWARENESS! TRAFFIC! LEADS! SALES!
4B +! ! # 2!
trafficked
site in
industry!
$36M+! 25%!
impressions in pipeline
! of sales!
ROI
!
Every $1 in Marketing
Yields!
$3 in Margin!
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25. Download
the free
e-book!
Visit:!
landing.thinkpyxl.com/mobile-web-ebook!
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26. Carpathia Hosting Inc. ! Pyxl Inc.!
21000 Atlantic Boulevard, Suite 500 ! 21 E. 6th Street, Suite 114!
Dulles, Virginia 20166 ! Tempe, Arizona 85281!
Carpathia.com! ThinkPyxl.com!
bwinter@carpathia.com! bwinter@thinkpyxl.com!
! !
! !
! !
! !
!
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