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

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

Once Upon A Time…

Yeah, right.
Wanna buy my bridge?

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.

More Arrows are Generally Good
VS

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

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

For Each Micro-Conversion…

Post-Inquiry Funnel
Inquiries
Marketing Qualified Leads (MQL)
Sales Accepted Leads (SAL)
Sales Qualified Leads (SQL)
Closed/Deals

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

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

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

PPC to Paid Sponsorship – CFO.com

Consider Rich Media

PUT
YOUR
AD
HERE?
Event Driven Social + Search

OR
HERE?
Event – Driven Paid Media

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

More Integrated Search
Use SEM traffic with web analytics + your
lead forms for list building & enhanced
lead generation
- DemandBase
- Jigsaw
- Other list building

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)

• 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

• 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

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

• 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?

B2B Technology & Services

eCommerce & Retail(partial list)

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

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