From SMX East 2013 - Pulling It All Together: Integrating Your Marketing Campaigns - Some Strategies & Tactics for Better Integrated Digital (a.k.a., Getting Far More of the Good Stuff from Your Digital $$) by William Leake- #SMX #32C
The Future of B2B Advertising is Here - WebinarDemandbase
Find out why 95% of B2B Marketers say Account-Based Advertising Drives Success
If you’re here, it’s because you’ve noticed that traditional display advertising isn’t proving the value necessary to drive sales growth and you’re ready to take your B2B ad campaigns to the next level.
Get ready to be the rock star on your team – in less than 45 minutes you’ll learn how Account-Based Advertising aligns marketing with sales and delivers the results your execs expect.
* A strategic overview of B2B Digital Advertising
* An exclusive look at the future of B2B Advertising in 2016
* How to deliver & measure full-funnel B2B ad experiences which drive growth
* Success stories from leading brands such as CSC, Veracode, and Plex
What the heck is EverString really? Find out how EverString helps you grow with predictive marketing, how the EverString Audience Platform works, and what you get out if it.
Check out the datasheet!
3 Strategies That Kick-Start your ABM using AIMarketo
Account-based marketing (ABM) has proven itself to be an effective strategy, but it’s not easy to start.
Check out the on demand webinar where two of our fearless Marketo Marketers share three strategies that will help Sales and Marketing kick-start their ABM for the first time using AI.
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
HeroConf LA - "How to Scale Facebook Ads with Automation", session with Sahil...AdStage
Facebook provides incredible reach for advertisers to find, engage with, and influence their ideal target audience. However, managing Facebook Ads has become increasingly more complex with new objectives, ad placements, and creative types emerging continually – placing strains on marketers’ already thin bandwidth. In this session we’ll cover how to apply elements of marketing ops and automation in order to create robust Facebook systems that drive better results, without the need for continual manual actions. You’ll learn how to:
1. Automate your most tedious & manual Facebook optimization tasks, freeing you up to think about strategy, audience refinement, and creative.
2. Create a set of rules to monitor and optimize your ad campaigns 24/7 based on the KPI metrics you care about.
3. Align your campaigns to be in better alignment the customer journey, showing the most relevant ad creative based on time or a sequence of actions.
Sahil Jain, CEO of AdStage's session presentation at HeroConf LA 2017
Align Marketing and Sales is the first step towards implementing the hottest B2B marketing strategy on today’s scene. Listen to Demandbase CMO Peter Isaacson & SalesLoft VP of Demand Generation Kevin O’Malley as they delve into the importance of aligning the two groups and how doing that will deliver the success your business seeks!
The Future of B2B Advertising is Here - WebinarDemandbase
Find out why 95% of B2B Marketers say Account-Based Advertising Drives Success
If you’re here, it’s because you’ve noticed that traditional display advertising isn’t proving the value necessary to drive sales growth and you’re ready to take your B2B ad campaigns to the next level.
Get ready to be the rock star on your team – in less than 45 minutes you’ll learn how Account-Based Advertising aligns marketing with sales and delivers the results your execs expect.
* A strategic overview of B2B Digital Advertising
* An exclusive look at the future of B2B Advertising in 2016
* How to deliver & measure full-funnel B2B ad experiences which drive growth
* Success stories from leading brands such as CSC, Veracode, and Plex
What the heck is EverString really? Find out how EverString helps you grow with predictive marketing, how the EverString Audience Platform works, and what you get out if it.
Check out the datasheet!
3 Strategies That Kick-Start your ABM using AIMarketo
Account-based marketing (ABM) has proven itself to be an effective strategy, but it’s not easy to start.
Check out the on demand webinar where two of our fearless Marketo Marketers share three strategies that will help Sales and Marketing kick-start their ABM for the first time using AI.
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
HeroConf LA - "How to Scale Facebook Ads with Automation", session with Sahil...AdStage
Facebook provides incredible reach for advertisers to find, engage with, and influence their ideal target audience. However, managing Facebook Ads has become increasingly more complex with new objectives, ad placements, and creative types emerging continually – placing strains on marketers’ already thin bandwidth. In this session we’ll cover how to apply elements of marketing ops and automation in order to create robust Facebook systems that drive better results, without the need for continual manual actions. You’ll learn how to:
1. Automate your most tedious & manual Facebook optimization tasks, freeing you up to think about strategy, audience refinement, and creative.
2. Create a set of rules to monitor and optimize your ad campaigns 24/7 based on the KPI metrics you care about.
3. Align your campaigns to be in better alignment the customer journey, showing the most relevant ad creative based on time or a sequence of actions.
Sahil Jain, CEO of AdStage's session presentation at HeroConf LA 2017
Align Marketing and Sales is the first step towards implementing the hottest B2B marketing strategy on today’s scene. Listen to Demandbase CMO Peter Isaacson & SalesLoft VP of Demand Generation Kevin O’Malley as they delve into the importance of aligning the two groups and how doing that will deliver the success your business seeks!
Despite recent advances in digital marketing, B2B marketers struggle to leverage advertising for attracting, engaging and converting their most valued accounts. Advertising dollars go to waste as non-buyers are targeted with irrelevant messages. Stop your ad waste; demand more from your marketing.
This one-hour webinar will reveal how to:
-Ensure that your ads reach the accounts you value most
-Measure the effectiveness of your ads and demonstrate ROI
-Optimize your media mix to drive awareness, engagement, and conversion within your target accounts
5 Essential Steps to Build Targeted Campaigns Across ChannelsDemandbase
Attendees of this webinar will gain insights into specific recommendations and tactics marketers can apply to their programs to improve their overall results, particularly among key accounts. Some of the topics covered would include:
-Account-Based Advertising & Retargeting
-Social Account Nurturing
-Personalization
-Email
-Analog (Direct & Field Marketing)
ABM Master Class: Market Segmentation for B2B SuccessDemandbase
Learn how to segment your accounts for customized Marketing, Sales, and Advertising campaigns that drive revenue.
Watch the webinar on-demand
https://www.demandbase.com/webinar/abm-master-class-market-segmentation/
6 Integrated ABM Considerations for 2020Demandbase
It is officially the year 2020, so what’s your vision?
No seriously — no pun intended. What is your 2020 vision?
When it comes to kicking off the new year with a full-funnel ABM campaign, there are quite a few things to consider.
In this webinar, ABM practitioners from Drift, ServiceNow and Demandbase will cover three of the biggest game changers in B2B marketing:
• Account-Based Marketing (ABM)
• Conversational Marketing, and
• Their combined superpower – Conversational ABM
Webinar: 5 ABM Mistakes Most Marketers MakeMarketo
The biggest challenge every marketer faces with ABM is balancing maintaining the campaign’s strategy while keeping sales informed and engaged.
This is why we have joined forces with PFL and Dynamic Signal to review the top 5 common mistakes marketers make when rolling out an ABM strategy and hear how to recover from them.
Taking control of your abm webinar consoleDemandbase
With B2B marketers in mind, Demandbase has introduced Self-Serve Targeting and Site Analytics — two new features that enable faster access to metrics and campaigns, providing marketing teams with next-level control over their ABM strategies.
Change Your ABM Game with Top Tips from the ExpertsMarketo
ABM is one of the hottest topics in B2B Marketing. Still, achieving success is no slam dunk. Watch special guest Matt Senatore, Service Director for ABM at SiriusDecisions, and Dave Rigotti, Marketo's Head of ABM, for their webinar, Change Your ABM Game with Top Tips from the Experts, where they dove into the current best practices and practical tips for success, no matter where you are on your account-based marketing journey.
From Market to Insights to Strategy. How SEO & Content Really Impact Business...Björn Darko
Looking at Keywords does help SEOs & Content Marketers to figure out how to target a user to a landing page and defines how to create content for it. But using Keyword Data to define an entire market incl. insights Market Trends, Market Demand Structure & Share of Voice is very rare. This will also lead decision makers beyond SEO & Content Marketing to greater business decisions and applications.
In this talk I am going to show you how a „Market Insights Report“ can define your entire market & industry like you never have seen before. I am going to show you, how to get meaningful Insights out of it which lets you create impactful strategies who really impact your business.
AdStage analyzed over 107 million clicks across Facebook, LinkedIn, and Twitter from January through June 2017. Here's The AdStage State of Paid Social benchmarks including CPC, CPM, and CTR metrics.
SEO leads cost 60% less & close 2x faster than any other digital channel. When it comes to lead generation, SEO is a no brainer. Yet, most marketers fumble at strategy implementation.
Check out “The Definitive B2B SEO Playbook” presentation to build a lead-gen focused organic search strategy.
Analog Strategies For ABM Success: Digital Channels And Integrated Programs G3 Communications
View the full webcast on demand here: https://dg-r.co/2H99YKt
Buying technology will not make you an account-based marketer. At its core, Account-Based Marketing (ABM) is the start of a conversation—one that extends across your entire marketing team—and ends with Sales. But which channels should that conversation include?
Join John Dering, Director of ABM Technology and Strategy at Demandbase, for two case studies showcasing how marketing fundamentals can quickly increase the efficiency and performance of your campaigns.
Gain insights in how to:
• Align your Marketing team to create a truly integrated campaign
• Apply analog strategies to digital channels like SEM
• Measure the results that count
Explore the new features HubSpot has to offer such as Shopify integration, Facebook video publishing and retargeting. Also, how to better manage your time with Meetings and Lead Flows.
The Power of SEO: Protect Your Bottom Line & Future Proof Your BrandCatalyst
The economic rollercoaster of 2020 has forced many marketers to pause paid media, scale back campaigns, and reevaluate future strategies. In the face of this rapid and unpredictable change, SEO has remained a tried and true way to generate cost efficiencies, own your brand, and future-proof your business. Catalyst, part of GroupM, is hosting a new SEO webinar with MediaPost to show you how and why. Tim Eschenauer, Head of SEO for GroupM, will discuss the SEO imperative, exploring how SEO can maximize performance regardless of economic climate.
Learn how SEO can help:
- Create efficiencies & save costs. Discover how SEO can prevent you from needlessly paying paid search premiums. We’ll discuss how SEO can increase your paid quality scores to maximize efficiencies and benefit your bottom line.
- Own your brand presence. Uncover how SEO can help you take control of your brand presence, fend off competition, and reach consumers.
- Future-proof your business (for the good times & bad). Learn how building a strong organic presence today can prepare your brand for future, regardless of what that future holds. Prioritizing SEO now can better prepare you for future disruptions or paid media reductions while also maximizing results when it’s business as usual.
Despite recent advances in digital marketing, B2B marketers struggle to leverage advertising for attracting, engaging and converting their most valued accounts. Advertising dollars go to waste as non-buyers are targeted with irrelevant messages. Stop your ad waste; demand more from your marketing.
This one-hour webinar will reveal how to:
-Ensure that your ads reach the accounts you value most
-Measure the effectiveness of your ads and demonstrate ROI
-Optimize your media mix to drive awareness, engagement, and conversion within your target accounts
5 Essential Steps to Build Targeted Campaigns Across ChannelsDemandbase
Attendees of this webinar will gain insights into specific recommendations and tactics marketers can apply to their programs to improve their overall results, particularly among key accounts. Some of the topics covered would include:
-Account-Based Advertising & Retargeting
-Social Account Nurturing
-Personalization
-Email
-Analog (Direct & Field Marketing)
ABM Master Class: Market Segmentation for B2B SuccessDemandbase
Learn how to segment your accounts for customized Marketing, Sales, and Advertising campaigns that drive revenue.
Watch the webinar on-demand
https://www.demandbase.com/webinar/abm-master-class-market-segmentation/
6 Integrated ABM Considerations for 2020Demandbase
It is officially the year 2020, so what’s your vision?
No seriously — no pun intended. What is your 2020 vision?
When it comes to kicking off the new year with a full-funnel ABM campaign, there are quite a few things to consider.
In this webinar, ABM practitioners from Drift, ServiceNow and Demandbase will cover three of the biggest game changers in B2B marketing:
• Account-Based Marketing (ABM)
• Conversational Marketing, and
• Their combined superpower – Conversational ABM
Webinar: 5 ABM Mistakes Most Marketers MakeMarketo
The biggest challenge every marketer faces with ABM is balancing maintaining the campaign’s strategy while keeping sales informed and engaged.
This is why we have joined forces with PFL and Dynamic Signal to review the top 5 common mistakes marketers make when rolling out an ABM strategy and hear how to recover from them.
Taking control of your abm webinar consoleDemandbase
With B2B marketers in mind, Demandbase has introduced Self-Serve Targeting and Site Analytics — two new features that enable faster access to metrics and campaigns, providing marketing teams with next-level control over their ABM strategies.
Change Your ABM Game with Top Tips from the ExpertsMarketo
ABM is one of the hottest topics in B2B Marketing. Still, achieving success is no slam dunk. Watch special guest Matt Senatore, Service Director for ABM at SiriusDecisions, and Dave Rigotti, Marketo's Head of ABM, for their webinar, Change Your ABM Game with Top Tips from the Experts, where they dove into the current best practices and practical tips for success, no matter where you are on your account-based marketing journey.
From Market to Insights to Strategy. How SEO & Content Really Impact Business...Björn Darko
Looking at Keywords does help SEOs & Content Marketers to figure out how to target a user to a landing page and defines how to create content for it. But using Keyword Data to define an entire market incl. insights Market Trends, Market Demand Structure & Share of Voice is very rare. This will also lead decision makers beyond SEO & Content Marketing to greater business decisions and applications.
In this talk I am going to show you how a „Market Insights Report“ can define your entire market & industry like you never have seen before. I am going to show you, how to get meaningful Insights out of it which lets you create impactful strategies who really impact your business.
AdStage analyzed over 107 million clicks across Facebook, LinkedIn, and Twitter from January through June 2017. Here's The AdStage State of Paid Social benchmarks including CPC, CPM, and CTR metrics.
SEO leads cost 60% less & close 2x faster than any other digital channel. When it comes to lead generation, SEO is a no brainer. Yet, most marketers fumble at strategy implementation.
Check out “The Definitive B2B SEO Playbook” presentation to build a lead-gen focused organic search strategy.
Analog Strategies For ABM Success: Digital Channels And Integrated Programs G3 Communications
View the full webcast on demand here: https://dg-r.co/2H99YKt
Buying technology will not make you an account-based marketer. At its core, Account-Based Marketing (ABM) is the start of a conversation—one that extends across your entire marketing team—and ends with Sales. But which channels should that conversation include?
Join John Dering, Director of ABM Technology and Strategy at Demandbase, for two case studies showcasing how marketing fundamentals can quickly increase the efficiency and performance of your campaigns.
Gain insights in how to:
• Align your Marketing team to create a truly integrated campaign
• Apply analog strategies to digital channels like SEM
• Measure the results that count
Explore the new features HubSpot has to offer such as Shopify integration, Facebook video publishing and retargeting. Also, how to better manage your time with Meetings and Lead Flows.
The Power of SEO: Protect Your Bottom Line & Future Proof Your BrandCatalyst
The economic rollercoaster of 2020 has forced many marketers to pause paid media, scale back campaigns, and reevaluate future strategies. In the face of this rapid and unpredictable change, SEO has remained a tried and true way to generate cost efficiencies, own your brand, and future-proof your business. Catalyst, part of GroupM, is hosting a new SEO webinar with MediaPost to show you how and why. Tim Eschenauer, Head of SEO for GroupM, will discuss the SEO imperative, exploring how SEO can maximize performance regardless of economic climate.
Learn how SEO can help:
- Create efficiencies & save costs. Discover how SEO can prevent you from needlessly paying paid search premiums. We’ll discuss how SEO can increase your paid quality scores to maximize efficiencies and benefit your bottom line.
- Own your brand presence. Uncover how SEO can help you take control of your brand presence, fend off competition, and reach consumers.
- Future-proof your business (for the good times & bad). Learn how building a strong organic presence today can prepare your brand for future, regardless of what that future holds. Prioritizing SEO now can better prepare you for future disruptions or paid media reductions while also maximizing results when it’s business as usual.
Thinking of upgrading from Pardot Standard to Pardot Pro? This presentation will walk you through features and benefits of Pardot professional as well as Engage Alerts and our new analytics platform Wave.
Features we will cover:
- AB Testing
- Dynamic Content
- Multivariate Testing
- Google AdWords Pardot Integration
- Social Media Profile Lookups
- Chat Support
- Engage Alerts
- Pardot Wave (Salesforce business analytics tool)
If you are looking for professional SEO services, or any website marketing service, including PPC, Press Releases and more, this White Paper will separate us from the crowd. showing how we can help you, even if no one else has.
Acquiring Users for Cheap - The Art and Science of Growth HackingRavi Trivedi
We use this presentation to guide a discussion around how to acquire users for cheap for your company. We share a process that guides you through how to discover Growth Hacks. Remember, knowing and targeting your target market, using contrarian and less used marketing methods and analytical numbers driven approach leads to true growth hacks. Growth hacks are short lived (often)
What's So Important About Search Engine Optimization (SEO)?B Line Marketing
This presentation outlines the benefits of investing in search engine optimization. For more information please contact B Line Marketing at 800-356-4319.
What's So Important About Search Engine Optimization (SEO)B Line Marketing
75% of Americans use search engines on a regular basis.
* Achieve top search engine rankings. Boost credibility.
* Qualified traffic and leads. Customers FIND YOU when they are ready.
* Increase click thru rate. Increase leads.
* Build advocates. Engage community.
* Uncover new niches. Appear as leader.
* Take market share from bigger competitors.
And more…
Hello!Thank you for visiting the SMX SlideShare page. Due to a new company policy, we will only be publishing and sharing conference speaker decks with those who attended. We hope to see you at a future SMX show!
From the #SMX East Conference in New York City October 23-25, 2018, we give you your #SMXInsights! Check out some of the best tidbits of SEO and SEM knowledge from this week!
Speaking at one of our SMX shows? Use these guidelines to help you as you go while creating your presentation. Thank you, and we look forward to having you at SMX!
Check out the results from our 2017 audience survey conducted during SMX East 2017's "AMP: Do or Die" session on October 23, 2017. Interested in joining us at the next SMX event? See what's coming up next by visiting https://marketinglandevents.com.
From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: Advanced Audience Testing Strategies & Tactics. PRESENTATION: Create for Someone, Not Just Anyone: Adobe's Audience Audit - Given by Maria Corcoran, @mariacorcoran - Adobe Systems, Search Marketing Program Manager. #SMX #21C3
From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: "Alexa, How Do I Do SEO For You?". PRESENTATION: "Alexa, How Do I Do SEO For You?" - Given by Navneet Virk - Isobar, Vice President, Data and Optimization. #SMX #22A2
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Consumer-Led Change: How To Stay Relevant & Build Success. PRESENTATION: Consumer Lead Change: How to Stay Relevant and Build Success - Given by Duane Forrester, @duaneforrester - Bruce Clay Inc., VP, Operations. #SMX #32C3
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: Create Powerful Custom Automations With AdWords Scripts - Given by Frederick Vallaeys, @siliconvallaeys - Optimyzer, Inc., CEO. #SMX #32B
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: Using AdWords Scripts to Create Your Own Ad Tech Landscape - Given by Mitch Larson, @mitchperclick - AimClear, Ad Operations Lead. #SMX #32B
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Solving SEO Issues In Google's Post-Update World. PRESENTATION: Busting Google's Black Box: Navigating Google Algorithms in a Post-Update World - Given by Kristine Schachinger, @schachin - SitesWithoutWalls.com, Owner. #SMX #31A
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Solving SEO Issues In Google's Post-Update World. PRESENTATION: Solving SEO Issues In Google's Post Update World: How To Track Unconfirmed Algorithm Updates - Given by Glenn Gabe, @glenngabe - G-Squared Interactive, President. #SMX #31A
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Attribution Success In A Cross-Device World. PRESENTATION: The Journey To Cross-Device Nirvana - Given by Mike Henderson, @innuhendo - SuretyBonds.com, Digital Marketing Director. #SMX #23C
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Taking The Brand/Agency Partnership To The Next Level. PRESENTATION: Dating Tips to Maximize the Brand / Agency Relationship - Given by Chad Gingrich, @chadgingrich - Seer Interactive, Senior SEO Manager and Sharon Conner, @anemptyroad, Search Marketing Strategist, Autodesk. #SMX #24A
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Use Event Tracking To Improve Marketing Performance. PRESENTATION: Let's Start Using Event Tracking For More Than Email Clicks - Given by Joe Martinez, @MilwaukeePPC - Granular, Senior Manager, Paid Media & Community. #SMX #22C2
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch. PRESENTATION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch - Given by Maggie Malek, @magsmac - MMI Agency, Head of Social Media. #SMX #21B
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Paid Search Fundamentals. PRESENTATION: Paid Search Fundamentals - Given by Matt VanWagner, @mvanwagner - FindMeFaster, President. #SMX #13D
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Dynamic Remarketing for the Google Display Network - Given by David Szetela, @szetela - FMB Media, Owner & CEO. #SMX #13B
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
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
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
How To Get Better Results From Integrated Efforts With Your Digital Marketing Dollars by William Leake
1. 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
4. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
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.
6. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
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
7. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
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
10. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
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
11. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
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
12. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
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
17. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
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
18. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
More Integrated Search
Use SEM traffic with web analytics + your
lead forms for list building & enhanced
lead generation
- DemandBase
- Jigsaw
- Other list building
19. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
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)
20. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
• 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
21. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
• 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
22. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
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
23. Apogee Results Confidential. Copyright 2010
www.apogeeresults.com
• 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?