   Problem     Slight decrease in sales     Significant consolidation in industry     Product 7-8x more expensive    ...
   Solutions     Launching new web site integrated with Magento, Macola Synergy and Marketo     Conducted primary and s...
   Solution Examples     Launching new web site. Site under construction.     Executed value proposition, brand and pro...
Website Revamp & Sizing of the MarketSite Feasibility and Needs Analysis• Prioritized and Ranked Objectives- Determined eC...
Organic vs. Paid $1200 per mo. budget• Non converting Google Adwords PPC (keywords that didn’t convert with  >=100 clicks)...
TPC Organic vs. Paid $1200 per mo. budget• Non converting Google Adwords PPC (keywords that didn’t convert with  >=100 cli...
Lead Lifecycle Management• Market Segment Analysis• IIR- One Lead Source    Goal 2:1 (min. ROI)• No lead to close tracking...
Lead Lifecycle Management & Budget• Closed Loop Lead Management Tracking• Budget                          @pvolio         ...
Problem    Launching two products at one time in highly competitive, fast growing and      leveraged market    Needed to...
Strategy     Utilize the AREDs Study to support formulation     Distribute (B2B & B2C) Support CVS distribution, pricing...
Solution Examples      Published and marketed AREDs based book with television coverage      Distributed both products v...
Solution Examples
Launch /Website     @pvolio                  13
Sizing & Prioritization of Markets for Distribution &                      Marketing InvestmentsThis represents states A-M...
Problem    A start-up launching 8 connectors (products in 6 months)    Company still seeking investors    Hundreds of s...
Strategy Market centralized, cloud-based ability to connect and sync data from existing   systems Develop referral progr...
Solution Educate prospects about the benefit of cloud-based solutions vs. legacy software   that will soon be obsolete vi...
     Campaign Settings                           Negatives     Geo Settings                                Conversion ...
   Account Set Up                   Ongoing: Monthly   13-Mos Historical Data            Performance Monitoring   Goog...
   Phone – 614-4881429 (office)   Cell – 614-432-1429 (cell)   Linkedin.com/pvolio   @pvolio                          ...
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Plastic Suppliers Intro Data

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  • (Longer lasting cable, harsh environments, increased production time)
  • Non converting Google Adwords PPC (keywords that didn’t convert with >=100 clicks)Under performance of PPC Keyword Discovery- organic rankingsHelps target keywords that convert across both PPC & SEO.Social Media Performance Report-social media sites the refer most trafficOrganic vs. Paid-Isolates any keyword or keyword bucket to determine which medium is responsible for the most traffic.Top Converting, Higher Traffic Keywords Report
  • Objectives such as branding, ecommerce, lead gen. providing info to customers. Process orders, inventory management, content management , support sales education, Elements included assets, product info, experts, customer service, bios, case studies, new applications, testimonials links to social sites, literature, events webinars and ability to house seperate microsites and formsBased on google analytics conversion and trafficLooked at closest competitors such as Graybar, Anixter, Southwire, AmericanDESIGNED FOR YOUR ABUSIVE ENVIRONMENT TPC's long-lasting, dependable wire and cable products solve the most difficult application problems in the harshest environments resulting in lower overall costs and increased production time. TPC outperforms and outlasts ordinary cable 10:1.•Longer Lasting Cable •Harsh Environments •Increased Production Time
  • 1) Non-Converting Google Adwords PPC Keywords Report shows keywords that haven't converted with >=100 clicks Example report: $1634 in spend, non-converting keywords for ecommerce retailer2) Screenshot as well as PDF attached - Underperforming PPC campaigns Red highlights show campaigns failing 2% conversion rate, 2% click-thru rate, costing more than $25 per conversion, and worse than 3.0 average PPC position in Google Adwords 3) Bizwatch Keyword Discovery reportAnalyzes organic rankings in Google & BingCompares that to actual last month's traffic, leads/ecommerce transactions & conversion rates, then compares to predictive data from 3rd party keyword search volume. Helps to better target keywords that convert across both PPC & SEO.4) Social Media Performance ReportWhich social media sites refer the most traffic back to your site4) Bizwatch Top Converting, Higher Traffic Keywords Report you can't actually do this in Google Analytics Bizwatch has four combo filters >5 visits per keyword must have converted in past month >5% conversion rate select which goals in Google Analytics you want5) Last but not least, one of my favorite reports: Organic vs Paid Performance in Chart & Table View Isolate any keyword or keyword bucket to determine which medium is responsible for the most traffic.
  • 1) Non-Converting Google Adwords PPC Keywords Report shows keywords that haven't converted with >=100 clicks Example report: $1634 in spend, non-converting keywords for ecommerce retailer2) Screenshot as well as PDF attached - Underperforming PPC campaigns Red highlights show campaigns failing 2% conversion rate, 2% click-thru rate, costing more than $25 per conversion, and worse than 3.0 average PPC position in Google Adwords 3) Bizwatch Keyword Discovery reportAnalyzes organic rankings in Google & BingCompares that to actual last month's traffic, leads/ecommerce transactions & conversion rates, then compares to predictive data from 3rd party keyword search volume. Helps to better target keywords that convert across both PPC & SEO.4) Social Media Performance ReportWhich social media sites refer the most traffic back to your site4) Bizwatch Top Converting, Higher Traffic Keywords Report you can't actually do this in Google Analytics Bizwatch has four combo filters >5 visits per keyword must have converted in past month >5% conversion rate select which goals in Google Analytics you want5) Last but not least, one of my favorite reports: Organic vs Paid Performance in Chart & Table View Isolate any keyword or keyword bucket to determine which medium is responsible for the most traffic.
  • Objectives such as branding, ecommerce, lead gen. providing info to customers. Process orders, inventory management, content management , support sales education, Elements included assets, product info, experts, customer service, bios, case studies, new applications, testimonials links to social sites, literature, events webinars and ability to house seperate microsites and formsBased on google analytics conversion and trafficLooked at closest competitors such as Graybar, Anixter, Southwire, AmericanDESIGNED FOR YOUR ABUSIVE ENVIRONMENT TPC's long-lasting, dependable wire and cable products solve the most difficult application problems in the harshest environments resulting in lower overall costs and increased production time. TPC outperforms and outlasts ordinary cable 10:1.•Longer Lasting Cable •Harsh Environments •Increased Production Time
  • 1) Non-Converting Google Adwords PPC Keywords Report shows keywords that haven't converted with >=100 clicks Example report: $1634 in spend, non-converting keywords for ecommerce retailer2) Screenshot as well as PDF attached - Underperforming PPC campaigns Red highlights show campaigns failing 2% conversion rate, 2% click-thru rate, costing more than $25 per conversion, and worse than 3.0 average PPC position in Google Adwords 3) Bizwatch Keyword Discovery reportAnalyzes organic rankings in Google & BingCompares that to actual last month's traffic, leads/ecommerce transactions & conversion rates, then compares to predictive data from 3rd party keyword search volume. Helps to better target keywords that convert across both PPC & SEO.4) Social Media Performance ReportWhich social media sites refer the most traffic back to your site4) Bizwatch Top Converting, Higher Traffic Keywords Report you can't actually do this in Google Analytics Bizwatch has four combo filters >5 visits per keyword must have converted in past month >5% conversion rate select which goals in Google Analytics you want5) Last but not least, one of my favorite reports: Organic vs Paid Performance in Chart & Table View Isolate any keyword or keyword bucket to determine which medium is responsible for the most traffic.
  • PS intro data slide show

    1. 1.  Problem  Slight decrease in sales  Significant consolidation in industry  Product 7-8x more expensive  Little brand awareness-no prior marketing or budget  Need to align business and marketing strategies and size the markets  Analyze, evaluate and reallocate investments to most profitable, growth market segments  Web site is information clearinghouse-non revenue generating, non-converting  No lead flow lifecycle management practices Strategy  Conduct feasibility study for integrating ERP, CRM and proprietary content management systems  Ensure CRM, marketing automation, lead management-CRM, and ERP systems are integrated and positioned for growth  Develop brand differentiation strategy (USP) for product messaging and value proposition continuity  Develop assets to support value proposition
    2. 2.  Solutions  Launching new web site integrated with Magento, Macola Synergy and Marketo  Conducted primary and secondary research to identify customer perceptions industry trends, demands and differentiation strategies  Executed value proposition, brand and product messaging used product and market segment marketing  Developed performa’s to support fund reallocation to demand generation by segmentation, direct marketing, asset development and sales organization growth  Developed assets to support value proposition and demonstrate cost benefit and performance value (10:1)  Implemented performance guarantee  Developing 5 market segment marketing and social media plans  Developing user groups for prospect/lead conversion
    3. 3.  Solution Examples  Launching new web site. Site under construction.  Executed value proposition, brand and product messaging used product and market segment marketing  Developed assets to support value proposition and demonstrate performance (10:1). See CVAs and video demos  Implemented performance guarantee  Development of 5 market segment marketing and social media plans  Development of user group communities for prospect/lead conversion  Determined key words phrases for ranking and bidding (SEO and paid)  Identified budget and ROI  Developed integrated marketing automation and lead flow management practice
    4. 4. Website Revamp & Sizing of the MarketSite Feasibility and Needs Analysis• Prioritized and Ranked Objectives- Determined eCommerce Objectives• Identified Data Requirements- Desired vs. Required Content & Elements• ERP/CRM/Marketing/Content Integration• Frequency of Updates• Key Words Phrases for Ranking and Bidding (discovery,)• Success Criteria Weights• Reviewed Competitive Sites• Identified Budget @pvolio
    5. 5. Organic vs. Paid $1200 per mo. budget• Non converting Google Adwords PPC (keywords that didn’t convert with >=100 clicks)• Under performance of PPC• Keyword Discovery- organic rankings• Helps target keywords that convert across both PPC & SEO.• Social Media Performance Report-social media sites the refer most traffic• Organic vs. pPaid-Isolates any keyword or keyword bucket to determine which medium is responsible for the most traffic.• Top Converting, Higher Traffic Keywords Report @pvolio 5
    6. 6. TPC Organic vs. Paid $1200 per mo. budget• Non converting Google Adwords PPC (keywords that didn’t convert with >=100 clicks)• Under performance of PPC• Keyword Discovery- organic rankings• Helps target keywords that convert across both PPC & SEO.• Social Media Performance Report-social media sites the refer most traffic• Organic vs. Paid-Isolates any keyword or keyword bucket to determine which medium is responsible for the most traffic.• Top Converting, Higher Traffic Keywords Report @pvolio 6
    7. 7. Lead Lifecycle Management• Market Segment Analysis• IIR- One Lead Source Goal 2:1 (min. ROI)• No lead to close tracking via CRM• New Multi-Channel Lead Sources Goal 5-10:1 @pvolio 7
    8. 8. Lead Lifecycle Management & Budget• Closed Loop Lead Management Tracking• Budget @pvolio 8
    9. 9. Problem  Launching two products at one time in highly competitive, fast growing and leveraged market  Needed to demonstrate sales and ROI to investors to expand product line  Limited budget- Size and prioritize investment markets for marketing investments, ROI and distribution  Competitors outspending EyeScience 1000:1. Needed to position EyeScience as leader in ocular nutrition on limited budget  Needed retail distribution for reach and exposure  No unique product positioning and messaging (ocular nutritional supplements)  Needed justifiable product marketing plan and budget  Generate revenue from all four channel in short timeframe
    10. 10. Strategy  Utilize the AREDs Study to support formulation  Distribute (B2B & B2C) Support CVS distribution, pricing, shipping and marketing partnership  Position EyeScience as thought leader and source point for answers to ocular supplemental therapy  Determine size of the market, geography for marketing investments  Redesign packaging to respond to customer inquiries and needs  Revamp website content to better educate customers and care givers, support sales cycles, an support learning center  Develop and execute an scalable, repeatable marketing formula to anticipate investement and ROI by geography and demography  Use marketing assets to educate, inform and motivate trial  Implement a money back guarantee
    11. 11. Solution Examples  Published and marketed AREDs based book with television coverage  Distributed both products via direct-to-consumer, online, direct to physician and OTC  Completed investment analysis and projections of all US DMAs to determine top markets with greatest penetration of 55+ female and 65+ male/female  Developed and execute an scalable, repeatable marketing formula to ensure proportionate investment for ROI by geography and demography  Endorsed Dr. Samuel as well published and respected leading opthomologist as thought leader and spokesperson  Converted web site into into science-based source for answers to ocular supplemental therapy via videos, testimonials, research results, and EyeLife blog  Executed dosage tracker, money back guarantee and free 30 day trial to stimulte trial  Redesigned packaging to be more readable, answer frequently asked questions, and include 1800 number for inquiries  Revamped website with customer, care giver, physician educational content to include science videos, statistics, formulation information, physician price profit calculator. Improved conversion 100% with improved SEO strategy  Generated a 3:1 return on investment
    12. 12. Solution Examples
    13. 13. Launch /Website @pvolio 13
    14. 14. Sizing & Prioritization of Markets for Distribution & Marketing InvestmentsThis represents states A-M only. The samesizing and and CMS overlay data analysiswas completed for AMD product. @pvolio 14
    15. 15. Problem  A start-up launching 8 connectors (products in 6 months)  Company still seeking investors  Hundreds of software competitors- nChannel is cloud-based  Few installed customers  Significant customer backlog  No marketing budget until 2013  Low site traffic and conversion  Current webinars not driving registrants  SEO is lacking/ no paid (PPC)  Need for demand generation and lead nurturing (over 1200 active prospects)  Market still does not fully understand cost saving and operational value of retail systems integration  Subscriber pricing structure still not fully understood by prospects
    16. 16. Strategy Market centralized, cloud-based ability to connect and sync data from existing systems Develop referral program Prioritize product marketing efforts based on market size and multi-channel master system penetration Develop a theme (pain point) based social media SEO strategy to improve traffic and conversion Convert live webinar content into shorter video series for more frequent promotion and SEO improvement Develop white paper, checklists, case studies and user best practices-retail expert content Develop relationships with Microsoft Dynamics, user groups reviewers and experts Become Microsoft ISV myERPcloud partner Develop ongoing prospect and reseller conversion and lead nurturing campaigns Create useful promotional kit content for use on reseller sites Market no monthly service or renewal fee subscriber benefits
    17. 17. Solution Educate prospects about the benefit of cloud-based solutions vs. legacy software that will soon be obsolete via blogs, new website content and revised data sheets Deliver deferred payment option to current customers providing viable referrals Develop blog calendar to address ERP, eCommerce and POS issues regarding expensive software, manual duplicate order, acuracy issues Segment prospects based on implementation projection, need and product demand for email communications Unique landing pages for each campaign (tracking response, and conversion) Executed a series of short ERP and eCommerce videos to generate live demos Wrote and executed white papers, Microsoft guest articles and blogs posted on Microsoft user group sites and ranked 1-2-3 by Google. Fulfilled Microsoft ISV myERPcloud partner industry and category portal with data sheets, technical blogs, white papers and retail chain case studies Executed weekly prospect, reseller and prospective reseller campaigns focused on Microsoft Dynamics POS, ERP and eCommerce (eBay, Magento and Amazon) integration business benefits. Tracked and reported on Google analytics for improvements and corrections
    18. 18.  Campaign Settings  Negatives Geo Settings  Conversion Tracking Dayparting  Destination URLs Keywords  Tracking Strings Match Types  Budget 13 Month Trends of  Historical Non-Converting  Campaign, Ad group & Keywords Keyword Key Performance  Organic vs Paid KW Indicators (KPIs) PerformanceKW = KeywordCatch top 10 Google mistakes is tremendous value 18
    19. 19.  Account Set Up  Ongoing: Monthly 13-Mos Historical Data Performance Monitoring Google Adwords KPI trends  Determine if once updates are Google Analytics KPI trends made to Adwords campaign, PowerPoint key performance indicators  Identifies mistakes (KPIs) are improved  Recommendations  Quarterly post-audit check up consultation included in performance monitoring & reporting 19
    20. 20.  Phone – 614-4881429 (office) Cell – 614-432-1429 (cell) Linkedin.com/pvolio @pvolio 20

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