Lauren Vaccarello_SearchLove San Diego_From Search to Online to Marketing

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The document is a presentation by Lauren Vaccarello, VP of Marketing at AdRoll, about lessons learned in becoming a grown up marketer. The presentation covers topics like communication, understanding business goals, knowing your business's marketing funnel, and thinking holistically across channels. It emphasizes learning how to communicate, using search engine marketing to test messages, understanding how sales teams get paid, and aligning marketing efforts with overall business goals.

8,000+ Customers97% Retention Rate
The First-Party Data Platform!
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From Search to Online to Marketing
Success and Failure In Becoming a Grown Up Marketer
Lauren Vaccarello, VP Marketing

1.  A little bit about me
2.  Communication
3.  Holistic marketing
4.  Know your business
5.  Business goals
6.  Budgets
Agenda

DON’T LET YOUR ROLE
DEFINE YOUR INFLUENCE

What Happens When SEO Traffic Goes
Down? You’re a Hero
•  Traﬃc
down
12%

•  SEO
conversions
20%+

•  Leads
up
30%+

•  Pipeline
up
40%+

My Conversation with Neil Young
WINNING MINDSHARE AND MY
CONVERSATION WITH NEIL YOUNG

Takeaways:
1.  Learn how to communicate
2.  Use SEM for message testing
3.  Know how sales gets paid
4.  Learn every step of the
marketing funnel
5.  Think about marketing across
channels

Thank You!
Lauren Vaccarello, VP Marketing AdRoll
@LaurenV

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SearchLove Boston 2019 - Rand Fishkin - Building Influence in 2019

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The document discusses major shifts impacting search, social media, content and advertising. It notes that search demand on Google has plateaued due to various factors like voice search cannibalizing queries and Google getting better at solving searches with one query. Alternatives like Facebook, Amazon and YouTube are also taking some market share. The document provides recommendations for marketers to focus on branded demand generation, control their brand with on-search engine optimization, leverage social media engagement streaks, and focus search engine optimization on longer tail keywords.

SearchLove Boston 2019 - Courtney Cox Wakefield - Voice Search and Instant An...

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The introduction of voice answers and featured snippets requires significant time investment for SEO teams that are already struggling to keep up with expanding scope. This session will help digital marketers scale their instant answer research and optimization to get quick results without stretching contributors too thin.The introduction of voice answers and featured snippets requires significant time investment for SEO teams that are already struggling to keep up with expanding scope. This session will help digital marketers scale their instant answer research and optimization to get quick results without stretching contributors too thin.

SearchLove Boston 2019 - Tom Anthony - Search in 2020: Technologies That Will...

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Signed exchanges? ITP? SEO is a constantly updating discipline, and to succeed we have to understand the technologies the web is running on. The current pace of change is high and there are a wealth of changes that are going to impact how we do effective SEO. Signed Exchanges mean Google can serve pages from your domain from their servers. Intelligent Tracking Prevention means that your analytics are about to be transformed. Googlebot updates may increase the pressure to adopt new web technologies to compete. In this session Tom is going to outline some of the important changes, help you understand what they mean for your SEO efforts, and show you how you can prepare.

SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Site...

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The document discusses various methods for benchmarking and measuring the performance of content, including creating a quartile dashboard to compare performance metrics to peers, using change-point analysis to identify growth periods and top performers, tracking brand search volume to measure progress towards goals, and calculating values like LAR (links above replacement) to control for differences in site strength. The key is developing a valid, relative and sustainable way to evaluate content beyond just individual metrics or shares to inform strategy and identify what drives the most engagement.

SearchLove Boston 2019 - Kameron Jenkins - The Modern Search Writer’s Toolkit

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A few minutes in your favorite keyword research tool, a few minutes reading top results in Google, and a few hours drafting... that post will perform, right? Not so fast. The landscape is more saturated and algorithms are more mature than ever before. We need to think bigger. In this talk, Kameron will share what tools are in her “full-stack writer” toolkit along with clear examples of what this looks like put into practice.

SearchLove Boston 2019 - Joy Hawkins - 10 Ways to Get Results with Local SEO

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