This document discusses building a 2012 marketing budget including metrics, dashboards, KPIs and best practices. It recommends understanding your marketing landscape by mapping out your actions, channels, hubs and activities. It then discusses calculating the value of each action and channel, and the costs associated. Finally, it covers setting goals, tracking KPIs, making data accessible, comparing performance, and celebrating progress to measure marketing performance.
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
Seeking to hire Digital Marketing Agency in Noida?? we are at PegaLogics, offering various Digital Marketing Service Like SEO, SMO, PPC to rank your business 1st page. Get Pegalogics Business Plan and here!!! https://www.pegalogics.com/
Digital marketing and digital marketing strategy for start-up companiesIgor Jurčić
Digital marketing is and will be crucial in all business segments. Start-up companies, as well, have to create new products and services and inform their potential customes about them. In this presentation were shown basic details of digital marketing for start-up companies.
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
Seeking to hire Digital Marketing Agency in Noida?? we are at PegaLogics, offering various Digital Marketing Service Like SEO, SMO, PPC to rank your business 1st page. Get Pegalogics Business Plan and here!!! https://www.pegalogics.com/
Digital marketing and digital marketing strategy for start-up companiesIgor Jurčić
Digital marketing is and will be crucial in all business segments. Start-up companies, as well, have to create new products and services and inform their potential customes about them. In this presentation were shown basic details of digital marketing for start-up companies.
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
Know digital is important but don't know where to start or what tools to use? This presentation gives you a rundown of the top tools, how to use them most effectively and how to combine them in an effective campaign. You'll also get a peak at what's next with mobile, location-based marketing and social bridging.
Free Growth Marketing Plan Sample For a B2B AI Technology CompanyGrowth Channel
This free growth marketing plan is prepared by Growth Channel for a B2B AI technology company targeting eCommerce business owners in the Netherlands and Germany.
To learn more or create a marketing plan for your own business, go to https://growthchannel.io
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
Digital Strategy Template - For Startups Small Business & Ad AgenciesPiyush Agarwal
One of the biggest problems for any startup or small business is that there is no template for digital strategy available. In this document, I've tried to cover very practical approach on how to break down your digital strategy process into stages that cuts across identifying & segmenting your target audience, choosing the right digital marketing channels and creating the marketing metrics to track your performance.
The Essentials: ABCs of Inbound Marketing (by Hubspot Partners)Saiful Islam
WRITTEN BY HUBSPOT PARTNERS
26 Fundamental Inbound Marketing Topics, defined by 26 different marketing professionals
This entire alphabet book is a collaboration between 28 unique HubSpot Partner Agencies.
Each one submitted an entry for a letter of the alphabet,
provided detail on the topic and its relationship with Inbound Marketing. To learn more about the participating agencies, check out the rest of this ebook!
The PPC Essentials for Successful Lead Generation - Hero Conf Philly 2016AdStage
This session will walk through PPC strategies for driving new leads, including types of content, channels, and ad targeting strategies. Learn how to design and optimize for conversion by examining examples of ads and lead generation strategies for your landing pages. Additionally, you'll discover the importance of and tactics for conversion tracking. In this session, you'll learn:
- PPC must-haves for lead generation
- Landing page design and optimization
- How to implement conversion tracking
Speaker:
Sahil Jain
CEO, AdStage
@Sahilio
Product Marketing Fundamentals - Course Overview Carolyn Bao
Stats show that most businesses failed due to lack of product market fit. What is product market fit? How can an organization increase product market fit as it grows from 0 to 1 or scales from 1 to 100? What is the role of product marketing throughout the product life cycle that can help improve product market fit? The Clarity Product Marketing Fundamentals course will help you develop a holistic understanding of what PMM is and how it adds value to a company. You may have heard of these before, but how do they connect with each other and how can one utilize these: inbound product research and business cases, customer personas, product value proposition and messaging, product GTM planning and management, thought leadership content and more. (Course is currently taught in Chinese with English slides. Leave a comment if you'd like to have the course taught in English.)
Online Marketing, Google, Youtube and Facebook Advertising by ghanchimedia.comGhanchi Media
Ghanchi Media was established in 2012. Our specialization in Google, Facebook and youtube advertising, Media Planning, Media Designing, Media Advertising, Media Managing, Internet marketing, promotion, Graphic & Web Designing, Web development, 3D Interior/Exterior Designing and Wall painting Advertising of your products are key requirements to your exploration and entry strategies for markets. Our services include developing, multimedia presentation and websites. Our services facilitate you to communicate with your target market.
B2C and B2B advertisers view their audiences from two completely different perspectives even though they’re often both talking to the same people. The infographic below showcases how important it is for B2B marketers to ensure that they are using the right lens to identify, target and communicate with their potential customers online.
The Problems at Small Marketing Agencies & How to Fix ThemPeter Caputa
How small and mid sized agencies can fix common problems like acquiring new clients, cash flow, revenue per client, proving ROI, client retention, client upselling and profitability.
Verify Digital - Verified Lead GenerationMatthew King
Lead generation and verified leads from Verify Digital. Complete methodology from Understanding Brand & Target Audience through to Verified Leads. Visit www.verifydigital.me
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
We specialize in identifying, nurturing and qualifying B2B leads for high-tech companies wishing to expand into international markets and rapidly increase overseas sales.
How to Automate B2B Lead Generation. Describes two types of lead generation - Inbound Lead Generation and Outbound Lead Generation. Identifies tools you can use to automate lead generation - from pay-per-click ads to marketing automation systems.
Technical Skills for Marketers -- gaining the skills you need to be indispensable
There's been a lot of talk of roles like Growth Hackers, Marketing Ninjas and Technical Marketers in the past year; regardless of if you subscribe to these labels, technical marketing skills are becoming a requirement to be a successful in online marketing. The marketers who know SQL, can write code or use PivotTables in Excel will be the most desirable and productive individuals in our industry. In this talk, Jamie will discuss the technical skills every online marketer should be developing along with strategies and resources on how to get there.
Inside this guide, you'll learn an insiders tips and techniques to getting into the marketing industry - no job applications necessary.
You'll learn what marketing really is, why you'll find a job easily, what entry level marketing jobs look like and four actionable things you can try right now to help get you into the marketing industry.
Visit Inbound.org and the Inbound.org/jobs community jobs board to find opportunities and connect with professional marketers from all over.
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
Know digital is important but don't know where to start or what tools to use? This presentation gives you a rundown of the top tools, how to use them most effectively and how to combine them in an effective campaign. You'll also get a peak at what's next with mobile, location-based marketing and social bridging.
Free Growth Marketing Plan Sample For a B2B AI Technology CompanyGrowth Channel
This free growth marketing plan is prepared by Growth Channel for a B2B AI technology company targeting eCommerce business owners in the Netherlands and Germany.
To learn more or create a marketing plan for your own business, go to https://growthchannel.io
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
Digital Strategy Template - For Startups Small Business & Ad AgenciesPiyush Agarwal
One of the biggest problems for any startup or small business is that there is no template for digital strategy available. In this document, I've tried to cover very practical approach on how to break down your digital strategy process into stages that cuts across identifying & segmenting your target audience, choosing the right digital marketing channels and creating the marketing metrics to track your performance.
The Essentials: ABCs of Inbound Marketing (by Hubspot Partners)Saiful Islam
WRITTEN BY HUBSPOT PARTNERS
26 Fundamental Inbound Marketing Topics, defined by 26 different marketing professionals
This entire alphabet book is a collaboration between 28 unique HubSpot Partner Agencies.
Each one submitted an entry for a letter of the alphabet,
provided detail on the topic and its relationship with Inbound Marketing. To learn more about the participating agencies, check out the rest of this ebook!
The PPC Essentials for Successful Lead Generation - Hero Conf Philly 2016AdStage
This session will walk through PPC strategies for driving new leads, including types of content, channels, and ad targeting strategies. Learn how to design and optimize for conversion by examining examples of ads and lead generation strategies for your landing pages. Additionally, you'll discover the importance of and tactics for conversion tracking. In this session, you'll learn:
- PPC must-haves for lead generation
- Landing page design and optimization
- How to implement conversion tracking
Speaker:
Sahil Jain
CEO, AdStage
@Sahilio
Product Marketing Fundamentals - Course Overview Carolyn Bao
Stats show that most businesses failed due to lack of product market fit. What is product market fit? How can an organization increase product market fit as it grows from 0 to 1 or scales from 1 to 100? What is the role of product marketing throughout the product life cycle that can help improve product market fit? The Clarity Product Marketing Fundamentals course will help you develop a holistic understanding of what PMM is and how it adds value to a company. You may have heard of these before, but how do they connect with each other and how can one utilize these: inbound product research and business cases, customer personas, product value proposition and messaging, product GTM planning and management, thought leadership content and more. (Course is currently taught in Chinese with English slides. Leave a comment if you'd like to have the course taught in English.)
Online Marketing, Google, Youtube and Facebook Advertising by ghanchimedia.comGhanchi Media
Ghanchi Media was established in 2012. Our specialization in Google, Facebook and youtube advertising, Media Planning, Media Designing, Media Advertising, Media Managing, Internet marketing, promotion, Graphic & Web Designing, Web development, 3D Interior/Exterior Designing and Wall painting Advertising of your products are key requirements to your exploration and entry strategies for markets. Our services include developing, multimedia presentation and websites. Our services facilitate you to communicate with your target market.
B2C and B2B advertisers view their audiences from two completely different perspectives even though they’re often both talking to the same people. The infographic below showcases how important it is for B2B marketers to ensure that they are using the right lens to identify, target and communicate with their potential customers online.
The Problems at Small Marketing Agencies & How to Fix ThemPeter Caputa
How small and mid sized agencies can fix common problems like acquiring new clients, cash flow, revenue per client, proving ROI, client retention, client upselling and profitability.
Verify Digital - Verified Lead GenerationMatthew King
Lead generation and verified leads from Verify Digital. Complete methodology from Understanding Brand & Target Audience through to Verified Leads. Visit www.verifydigital.me
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
We specialize in identifying, nurturing and qualifying B2B leads for high-tech companies wishing to expand into international markets and rapidly increase overseas sales.
How to Automate B2B Lead Generation. Describes two types of lead generation - Inbound Lead Generation and Outbound Lead Generation. Identifies tools you can use to automate lead generation - from pay-per-click ads to marketing automation systems.
Technical Skills for Marketers -- gaining the skills you need to be indispensable
There's been a lot of talk of roles like Growth Hackers, Marketing Ninjas and Technical Marketers in the past year; regardless of if you subscribe to these labels, technical marketing skills are becoming a requirement to be a successful in online marketing. The marketers who know SQL, can write code or use PivotTables in Excel will be the most desirable and productive individuals in our industry. In this talk, Jamie will discuss the technical skills every online marketer should be developing along with strategies and resources on how to get there.
Inside this guide, you'll learn an insiders tips and techniques to getting into the marketing industry - no job applications necessary.
You'll learn what marketing really is, why you'll find a job easily, what entry level marketing jobs look like and four actionable things you can try right now to help get you into the marketing industry.
Visit Inbound.org and the Inbound.org/jobs community jobs board to find opportunities and connect with professional marketers from all over.
Making the Most of Your Event through SEOEmma Still
In a brief 20 minute lecture to Event Marketing students at SUNY Plattsburgh in Plattsburgh, NY, Emma outlines a few quick ways to use SEO to help make the most of your event through your web page, code, and promotion.
New York Social Media Meetup - 2/20/12 presentation
by AppAddictive, email questions to sasha@appaddictive.com
As Social Media evolves rapidly, marketers and businesses struggle with producing concrete results despite the hype. Devising insights from the massive amount of data that will ‘move the needle’ can be a challenge on its own. We will discuss a simple framework to measure success and help optimize your performance in Social Media Channels.
Simon Duffy, founder of Inclusion Glasgow, explains what inspired his original vision and what he's learned along the way. This talk was given at Inclusion's 20th Anniversary.
MVVM в WinForms – DevExpress Way (теория и практика)GoSharp
Из доклада вы узнаете о применении популярного паттерна MVVM для упрощения и ускорения процесса разработки desktop-приложений.
Будут рассмотрены общие проблемы этого паттерна и решения которые мы предлагаем в нашем кроссплатформенном MVVM фреймворке. Упор будет сделан на практические аспекты и техники в условиях использования платформы WinForms и контролов от DevExpress.
B2B Social Media marketing needs to monitor B2C and consumer marketing trends more than ever. Why? Because the social web has obliterated the differentiation between B2B and B2C marketing. The ability to drive direct connection with individuals is how B2B now needs to rethink its approach. In this presentation presented live at Click Z New York on April 1, 2014, Geoff Colon, Group Marketing Manager of Social Media at Microsoft explains how companies in the B2B space can use specific trends and tactics to your advantage.
This lecture will help you build a realistic financial plan for your startup. It‘s important to have a detailed plan that identifies how you spend money and how you make money. To do this, you need to be familiar with the basic tools of financial planning, including income statements, cash-flow forecasts, expense statements and balance sheets. We use case studies to examine the financial plans of both successful and failed companies, focusing on their ability to forecast realistic scenarios for business growth and cash flow.
View this webinar with HubSpot's Chief Marketing Officer, Mike Volpe, to find out how you can learn from what HubSpot did and get your company onto a future Inc 500 list and become one of the fastest growing companies: http://www.hubspot.com/how-to-make-the-inc-500-list/
Facebook Analytics: How to Measure 600 Million People for Fun and ProfitBlue Sky Factory
http://www.blueskyfactory.com/
Facebook Analytics: How to Measure 600 Million People for Fun and Profit: Christopher Penn, Vice President of Strategy and Innovation at Blue Sky Factory, discusses how to use a variety of analytics tools to measure your Facebook marketing efforts.
How To Strategically Transform and Grow Your Print Business (PIASC)interlinkONE
During this presentation, John Foley, Jr., CEO of interlinkONE and Grow Socially, shares strategies and steps that printers can take to grow their business.
John delivered this content at a PIASC event on June 8th, 2012.
During the 3-hour session, John covers items such as:
- Print: Today & Tomorrow… And What it Means to Offer Marketing Services to your Clients
- Transforming your Business from PSP to MSP
- Marketing Yourself to be the Best Service Provider Ever
And more!
Why You Can't Afford to Ignore Digital MarketingStoney deGeyter
It's no secret that buyers are doing more and more of their research online. In fact, for a vast majority of buyers, this is where they start. This means if you're not online you're missing out large segments of your buying audience. Over the past 20 years, the need for digital marketing has grown to a point that it can no longer be ignored. And more likely than not, your competitors are already there.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
7. 2000-2010 Attribution
What is a channel worth?
PPC = $55,000 of annual value
Affiliate = $35,000 of annual value
Display = $20,000 of annual value
8. 2012+ Attribution
What is a channel combination worth?
PPC = $55,000 of annual value
Affiliate = $35,000 of annual value
Display = $20,000 of annual value
Incremental value
PPC + Affiliate + Display = $20,000
9. Sponsorships Leads Offers
SEO Website Affiliate Blog
Revenue Twitter Promotions
Community Email CRO Events
Display Retention Tradeshows
Facebook Launches Reporting
Retargetting Branding PPC PR
Pricing Local Referral UGC
Videos Content Channel Leads
36. What are your activities?
Activities Supporting Time-bound
Sponsorships Design Launches
Content/UGC Development Events
Blogging CRO Webinars
PR Copy Tradeshows
Social Media Collateral Meetups
Community
Tradeshows
Branding
Offers/Pricing
Retention
37. Your landscape includes:
Actions that drive the business.
Channels that result in actions.
Hubs that require support.
(and can be optimized)
Activities that help boost everything.
38. Performance!
! PPC!
! Affiliate!
Influencers"
Bloggers" MARKETING!
Affiliate networks!
! Display media!
LANDSCAPE!
! Retargeting!
! SEO! ! Site sponsorships!
Accessibility/usability"
! Distribution partnerships!
Keyword research/targeting"
Link building" ! Paid social marketing! ! Customer Cohort
! Product Marketing!
! Social Media! Messaging"
Analysis!
Twitter" Landing pages" ! Retention Behavior!
Facebook" Product tiers and features! ! Targeted Programs!
New sites (Q&A)! ! Offers! ! Churn Reduction!
Free trials/deals"
! Email Marketing! ! Winback Programs!
Inbound!
Promotions!
Moz Top 10! 1. SaaS ! Conversion Rate ! Referral Programs!
! Community Marketing! Optimization!
Management! 2. Community! Conversion! Engagement! Retention!
YOUmoz"
Moderator development"
3. Education! ! Product Hand Off!
! Events! ! Training &
Meetups" Education!
Seminars" ! Nurture Email
Webinars" Program!
! Awesome Content! ! Proactive Customer
Blog" Service!
Guides"
Big content projects"
! Branding !
Video" ! Press Relations!
Infographics" Coverage "
" Industry experts"
Interviews"
"
! Event Sponsorships!
! Business Development!
! Word of Mouth!
! Roger!!
Awareness/Brand!
39. Take a deep breath
You now everything you need to budget.
41. Budget method
Bottom up
$5,000,000 in revenue
How many customers
or “actions” does that
require?
42. Budget method
Top down
$1,000,000 budget
What sort of
performance can we
expect from that?
43. Objectives of a budget
Channels
-What months are we doing this?
-How/who is managing (cost)?
-How much should we spend?
-Expected performance and return.
Activities
-What months are we doing this?
-How/who is managing (cost)?
-How much will it cost?
What our expected KPIs per month?
What are we ok not doing?
44. Channels & Activities Budget
Costs January 2012 February 2012
Who Media Exec. Mgmt. Notes Media Exec. Mgmt. Notes
Channels
Launch
PPC Chris $10,000 - - - $20,000 - -
boost
New
Affiliate Janet $1,000 - - - $1,200 $1,000 -
banners
Activities
Media
PR Illuminate $0 $500 $3,000 - $0 $5,000 $10,000
tour
Seattle
Events Emily - $5,000 -
meetup
- - - -
Return Signup CPA Rev. Notes Signup CPA Rev. Notes
Channels
Launch
PPC Chris 100 $100 $12,500 - 222 $90 $27,750
boost
New
Affiliate Janet 20 $50 $2,500 - 24 $50 $3,000
banners
45. Considerations
-Budget with padding and for rainy days.
-Do you have seasonality?
-Do you to include need staffing costs?
-Revenue is nice. Profit is better.
-Retention & repeat sales.
46. Performance!
! PPC!
! Affiliate!
Influencers"
Bloggers" MARKETING!
Affiliate networks!
! Display media!
LANDSCAPE!
! Retargeting!
! SEO! ! Site sponsorships!
Accessibility/usability"
! Distribution partnerships!
Keyword research/targeting"
Link building" ! Paid social marketing! ! Customer Cohort
! Product Marketing!
! Social Media! Messaging"
Analysis!
Twitter" Landing pages" ! Retention Behavior!
Facebook" Product tiers and features! ! Targeted Programs!
New sites (Q&A)! ! Offers! ! Churn Reduction!
Free trials/deals"
! Email Marketing! ! Winback Programs!
Inbound!
Promotions!
Moz Top 10! 1. SaaS ! Conversion Rate ! Referral Programs!
! Community Marketing! Optimization!
Management! 2. Community! Conversion! Engagement! Retention!
YOUmoz"
Moderator development"
3. Education! ! Product Hand Off!
! Events! ! Training &
Meetups" Education!
Seminars" ! Nurture Email
Webinars" Program!
! Awesome Content! ! Proactive Customer
Blog" Service!
Guides"
Big content projects"
! Branding !
Video" ! Press Relations!
Infographics" Coverage "
" Industry experts"
Interviews"
"
! Event Sponsorships!
! Business Development!
! Word of Mouth!
! Roger!!
Awareness/Brand!
50. Track metrics weekly
SEOmoz’s KPIs:
Membership Stats Site Traffic
Free Trials Visits
Paid Trials Search Visits
Signups Referral Visits
Voluntary Cancels Direct Visits
Involuntary Cancels Social Media Visits
Weekly Churn %
Paid Member Count
Social/Community
Paid PRO
Twitter Followers
Total PRO (including trialers)
Facebook Fans
Users in Free Trial
LinkedIn Followers
Subscribers by Tier
LinkedIn Group Members
RSS Subscribers
SEO Stats (many!) Blog Comments
51. Make it easily accessible
Using Google Spreadsheets, compare to the past,
and add commentary.
52. Make it easily accessible
Email to the company or department, each week
54. Comparing performance
3 primary ways:
1.Vs. Prior Period (week or month)
2.Vs. Rolling Average (6 or 12 week)
3.Vs. Peer, Competitor or Benchmark data
56. Twice yearly off-sites
- Deep dive on metrics and performance
- Brainstorm activities, based on your metrics:
- Brainstorm, estimate, develop, test, iterate, evaluate, repeat.
58. Employee performance
Don’t judge employee
performance on metrics alone.
Just as important are culture-fit, values
alignment, intuition and willingness/
ability to learn.
We make SEO software.\nSEOmoz isn't sophisticated with our FP&A.\nBut we do have a complex marketing operation.\nWe don’t have a sales team.\nMulti-discipline and multi-channel approach.\nYMMV- I’ve come up as an online-marketer, and affects this advice.\n
Before we begin.\nLet’s take a look at how:\nMarketing budgets (and projects) have changed, and what to expect in the coming year\n
If we got back to the old days.\nMost of the marketing we did was loosely attributable.\nBusinesses would do lots of forms of marketing, hope some of it works, and repeat the process.\n
But analytics changed that.\n
We can now know the direct ROI of most of the marketing we do.\n
For the last ten years we’ve been able to measure the ROI of individual channels.\n
The future is going to be about measuring the incremental lift of having multiple channels.\n
But it’s not just attribution that’s changed.\nThe activities of marketing have expanded dramatically.\nIt’s become an alphabet soup.\n
In preparing for this presentation, I got anxiety just thinking about preparing my budget for 2012.\n
Another thing that has changed is marketers themselves.\n
Marketers now need to be generalist specialists.\n
They also need to be what I call technical marketers.\nSelf-reliant. A one stop shop of kick ass.\nCan devise a campaign, estimate success, pull the list, create the email template, send it, and measure and report on it.\n
Marketers need to know how to prioritize their work-- and that requires data (and intuition).\n
And to cap it all off, some people dion’t even call it marketing anymore.\nSilicon Valley companies now call it “growth”.\nI don’t subscribe to that.\n
So what are we discussing today?\n
Before you build your budget, I’ve got a way make the process a little easier, and make sense of everything you can be doing next year.\nIt starts with understanding your marketing landscape.\nThe actions, channels, hubs and activities that power your efforts.\n
So let’s start with your actions.\nThese are the actions that make you money.\nThe actions might make you want to ring a bell.\n(now if you’re high volume you wouldn’t want a bell going off every 20 seconds)\n
Start with determining what makes you money?\nHow does the CEO judge marketing success?\n
And how much is each of those “actions” worth?\n
How you do calculate the value?\nBuild a simple funnel.\n
\n
Doesn’t consider the time value of money.\n
Doesn’t consider the time value of money.\n
Doesn’t consider the time value of money.\n
Doesn’t take into consideration the time value of money, or revenue over time.\nThat’s when you’re talking financial planning and analysis\n
Channels can be attributed to an action.\nYou have direct control over their performance.\nThey usually cost money.\n
Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
Hubs where transaction/conversion activity take place.\nHubs needs to be optimized or require assistance.\n
Might be a website, or a sales team.\nHubs needs support.\nOptimizing a hub has the best returns of any marketing optimization you do.\nIncrease the conversion rate of your website and boost all sales.\n\n
Activities aren’t attributable but that help the performance of your activities, but don’t necessarily have a direct ROI.\n
This includes standard marketing activities, supporting work, and things that are time bound like launches, events and webinars.\n
So in summary, your landscape includes:\n
SEOmoz visualized our landscape so we can explain how we do marketing.\n
Take a deep breath.\nYou now everything you need to budget.\n
Ok, let’s build a budget.\n
Start with if your going to be using either bottom up, or top down method.\n
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And even though you may have captured every possible marketing activity and channel with your marketing landscape, doesn’t mean you should be doing it.\n
Focus on what returns value.\nThis is where data & intuition come in.\nMarketing is managing opportunity– be confident with what you choose to as well as not to.\n
You’ve built your budget.\nNow you need to measure performance as the year progresses.\n
Review prior performance to and look at month to month performance growth.\nBase on activities you’re going to have in specific months.\nAssign owners for every metrics.\nFocus on the actionable.\n
These are our metrics.\n
In Google Docs.\nAdd commentary.\nCompare to prior periods.\n\n
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Dive deep on a channel and add all of the relevant metrics.\nFor PPC that would be: impressions, position, clicks, cost, ctr, cpc, conversion rate.\nUpdated each week, and roll metrics up monthly.\n
Agencies are great for benchmark data.\n
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Progress, not just success\n
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This process is not intended to be limit your efforts,\nbut instead provide two things:\n1) Direction on what performance you can expect.\n2) And on what’s working and what’s not.\n