Reaching customers has never been more difficult. Tracking engagement is even more difficult. However, as this presentation covers, there are 7 keys to measurable success you can use to do just that.
Measuring Digital: How to Track Digital Marketing & Quantify ROIPyxl
Reaching customers has never been more difficult. Tracking engagement is even more difficult. However, as this presentation covers, there are 7 keys to measurable success you can use to do just that.
Rethinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesPyxl
Many treat the web as one medium, similar to TV, radio or print. However, as this presentation will tell you, it's really three very distinct mediums: desktop, tablet and smart phone. Learn about the four approaches to mobile and which might be best for you.
The Evolution of Digital Marketing Communications & What It Means For You in ...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff for a CNW Group Event in Toronto on Nov. 22, 2013. As we look towards the year ahead, all of us reflect on the pros and cons of the past year, and look forward to what we have to plan for. In the multi-dimensional world of public relations and marketing, there is much to consider – particularly at a time when communicators are acutely focused on integrated campaigns that will enable them to reach and foster an ongoing dialogue with relevant audiences across traditional, digital and social media. This presentation focused on: The components of the modern communications landscape; PR’s important role in content marketing; Why social media should be treated as a facet of an overall campaign; The importance of telling your story visually.
Bands & Brands: A Guide to Experiential Activations at Music FestivalsPBJS
Music festivals are a great opportunity not just for bands, but for brands to reach new audiences. So how do companies avoid getting lost in the crowd?
In our guide to experiential activations at music festivals, we cover the current landscape and our five keys to making a lasting impression at fests large and small, along with shout-outs to companies who've crushed it at events like Lollapalooza, Coachella, Outside Lands and SXSW.
This is the first presentation in a series exploring what makes ideas stick.
Measuring Digital: How to Track Digital Marketing & Quantify ROIPyxl
Reaching customers has never been more difficult. Tracking engagement is even more difficult. However, as this presentation covers, there are 7 keys to measurable success you can use to do just that.
Rethinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesPyxl
Many treat the web as one medium, similar to TV, radio or print. However, as this presentation will tell you, it's really three very distinct mediums: desktop, tablet and smart phone. Learn about the four approaches to mobile and which might be best for you.
The Evolution of Digital Marketing Communications & What It Means For You in ...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff for a CNW Group Event in Toronto on Nov. 22, 2013. As we look towards the year ahead, all of us reflect on the pros and cons of the past year, and look forward to what we have to plan for. In the multi-dimensional world of public relations and marketing, there is much to consider – particularly at a time when communicators are acutely focused on integrated campaigns that will enable them to reach and foster an ongoing dialogue with relevant audiences across traditional, digital and social media. This presentation focused on: The components of the modern communications landscape; PR’s important role in content marketing; Why social media should be treated as a facet of an overall campaign; The importance of telling your story visually.
Bands & Brands: A Guide to Experiential Activations at Music FestivalsPBJS
Music festivals are a great opportunity not just for bands, but for brands to reach new audiences. So how do companies avoid getting lost in the crowd?
In our guide to experiential activations at music festivals, we cover the current landscape and our five keys to making a lasting impression at fests large and small, along with shout-outs to companies who've crushed it at events like Lollapalooza, Coachella, Outside Lands and SXSW.
This is the first presentation in a series exploring what makes ideas stick.
Quantifying Digital Marketing Investments from Awareness through SalesBrian Winter
A two-part presentation that provides real-world ideas on the evolution of digital marketing strategy. With a focus on connecting marketing investment with sales results, the presentation provides a case study on how Carpathia drove 3x ROI using digital marketing techniques.
Quantifying Digital Marketing Investments from Awareness through SalesPyxl
A two-part presentation given by Brian Winter, owner of Pyxl and CMO of Carpathia Hosting, that provides real-world ideas on the evolution of digital marketing strategy. With a focus on connecting marketing investment with sales results, the presentation provides a case study on how Carpathia drove 3x ROI using digital marketing techniques.
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesPyxl
Reaching customers has never been more difficult, and while many marketers treat "the web" as a
single medium like “print” or “TV” or “radio," that's not the way it should be looked at, as shown in this presentation given by founder Brian Winter.
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesBrian Winter
Reaching customers has never been more difficult, and while many marketers treat "the web" as a
single medium like “print” or “TV” or “radio," that's not the way it should be looked at, as shown in this presentation.
#SMI12: Make your brand a social sensation with paid, owned and earned mediaSustainly
Luca Benini, the European MD of Buddy Media spoke at Social Media Influence 2012, detailing how brands can utilize the power of like to build visibility and community.
Chloe Gottleib, EDC for Interactive Design at R/GA, will explain how to think about UX when the digital experience is no longer limited to a website but instead includes social media, apps, and a brand's extensive online presence.
Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016Pyxl
Hear Chad Elmore, Pyxl’s director of digital communication, break down mobile, social media and video trends, discuss what you can expect from each in the coming year and give you ideas about how to use each to your advantage.
More Related Content
Similar to Measuring Digital: How to Track Digital Marketing & Quantify ROI
Quantifying Digital Marketing Investments from Awareness through SalesBrian Winter
A two-part presentation that provides real-world ideas on the evolution of digital marketing strategy. With a focus on connecting marketing investment with sales results, the presentation provides a case study on how Carpathia drove 3x ROI using digital marketing techniques.
Quantifying Digital Marketing Investments from Awareness through SalesPyxl
A two-part presentation given by Brian Winter, owner of Pyxl and CMO of Carpathia Hosting, that provides real-world ideas on the evolution of digital marketing strategy. With a focus on connecting marketing investment with sales results, the presentation provides a case study on how Carpathia drove 3x ROI using digital marketing techniques.
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesPyxl
Reaching customers has never been more difficult, and while many marketers treat "the web" as a
single medium like “print” or “TV” or “radio," that's not the way it should be looked at, as shown in this presentation given by founder Brian Winter.
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesBrian Winter
Reaching customers has never been more difficult, and while many marketers treat "the web" as a
single medium like “print” or “TV” or “radio," that's not the way it should be looked at, as shown in this presentation.
#SMI12: Make your brand a social sensation with paid, owned and earned mediaSustainly
Luca Benini, the European MD of Buddy Media spoke at Social Media Influence 2012, detailing how brands can utilize the power of like to build visibility and community.
Chloe Gottleib, EDC for Interactive Design at R/GA, will explain how to think about UX when the digital experience is no longer limited to a website but instead includes social media, apps, and a brand's extensive online presence.
Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016Pyxl
Hear Chad Elmore, Pyxl’s director of digital communication, break down mobile, social media and video trends, discuss what you can expect from each in the coming year and give you ideas about how to use each to your advantage.
Reach your audience with content that they want to see, when they want to see it. Map your content to the different stages of the buyer's journey - awareness, consideration and decision - to ensure you're showing relevant content to leads who are at different stages in the purchasing process.
Creating an inbound marketing strategy is a crucial first step that you need to take before setting out to execute your marketing efforts. This strategy must include your marketing goals, a detailed plan of attack and measurement and analytics tactics. In today’s market, it’s key that you reach and nurture your visitors with information that they want to see, when they want to see it.
Building your inbound marketing strategy is a complex process, and should include current brand and marketing analysis, analysis of your competition, development of your buyer personas and lifecycle stages, along with specific plans for your digital experience, content marketing, demand generation and lead nurturing. With a well thought-out strategy as your foundation, your marketing success will skyrocket. Join us as we take a look at how to build a strategy that will allow your organization to experience dramatic growth.
Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Custo...Pyxl
You have a nicely designed website, and you’ve done the hard work to get people to come to it. Now what? It’s time to convert those visitors into leads and those leads into customers! The question is, how? In this presentation, you’ll learn how to leverage lead capture and lead nurturing techniques to increase high-quality conversions and reduce your cost of customer acquisition.
Social Media for Non-Profits: Effective Tactics to Build Awareness, Share You...Pyxl
In the past few years, social media has revolutionized the way organizations communicate with their stakeholders, but it's not just businesses that can take advantage of this ever-changing medium; non-profits also have an opportunity - it's just a matter of altering the strategy. Using social media, non-profit organizations around the world are re-defining the way they build awareness, share their stories and raise support. But with a variety of social networks, where should an organization begin? This presentation touches on a variety of proven social media tactics that can easily be implemented to transform the way non-profits communicate with volunteers, donors and the community.
Social Media for Non-Profits: Effective Tactics to Build Awareness, Share You...
Measuring Digital: How to Track Digital Marketing & Quantify ROI
1. Measuring Digital!
How to Track Digital
Marketing & Quantify ROI!
Brian Winter!
Chief Marketing Officer, Carpathia Hosting!
Owner, Pyxl!
C A R PAT H I A . C O M
! TH IN K P Y X L.C OM
2. Reaching customers has never been!
more difficult.!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
3. Tracking
engagement!
is even more difficult.!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
4. Evolution of Digital Marketing!
V1! V2! V3! V4!
Online Broad Targeted Integrated Digital
Presence! Engagement! Engagement! Engagement (IDE)!
Basic information More information— Specific content for Specific content for specific
with limited depth.! expanding on existing specific audiences. audiences on specific
content & adding new Deeper engagement.! devices.!
content areas.!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
5. What is Integrated Engagement?!
Reach!
Tailor web
properties to
Desktops, Tablets &
Smartphones.!
Content!
Optimize content for
Desktops, Tablets &
Smartphones.!
Context!
Content + Reach = Context !
!
Context = Better Engaged &
Qualified Prospects!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
6. Measuring Integrated Engagement!
Download Page!
Awareness &
Lead Generation! Conversion %! Qualified !
Devices! Landing Page! Leads!
Banners!
Emails! %!
%! %! Sales!
Conversion %! Funnel!
Conversion %!
Social Media!
Print! Win %!
Wins!!
Contact Form!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
7. Seven Steps to
Successful Integrated
Engagement!
!
Step 1. ………… Step 7.!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
8. Step 1: Set Measurable Goals!
Opens! Calls !
Impressions!
Shares! Downloads! Forms!
Visits!
Clicks!
Click-throughs!Chats! Leads!
Comments! Views! Inbound Emails!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
9. Step 2: Optimize Website for “IDE”!
Desktop ! Information Ratio and scale Readability!
Tablet
! hierarchy! of imagery!
Smartphone !
!
“The fold” Orientation: Less is More! Test
!
is dead! horizontal and Test
!
vertical
! Test
!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
10. Step 3: Develop Relevant Content!
Key Messaging
Document!
Press Case
Releases! Studies!
Fact White
Sheets! Papers!
Videos!
Checklists!
Blogs!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
11. Step 4: Create Content Rich Pages!
Registration!
LANDING PAGE!
Frequency of Content!
WEBSITE!
• 2-4 Blog posts/week!
Demand Gen Assets! Asset Download!
LANDING PAGE! • 1 White paper/ebook/guide/
2-4 Blog Posts/week!
1 White paper / ebook / checklist every other month!
guide / checklist every
other month! • 1 Infographic every other mo.!
BLOG!
1 infographic every other
month! Request Info! • 1 On-demand Webinar/Qtr.!
LANDING PAGE!
1 On demand Webinar/Qtr.!
Add ons: PPT, Videos,
• Add ons: PPT, Videos, Web
Web Tools! Tools!
SEO!
EMAIL CPC!
SOCIAL! Google, Bing,
TEMPLATE! LinkedIn!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
12. Step 5: Nurture Leads Intelligently!
DOMESTIC! HUBSPOT POWERED!
Biz Intelligence! Registration!
? LANDING PAGE!
Jim Bower! Simona Bills!
General Motors! Siemens!
Profile! Downloaded 2 WP! Downloaded 1 Checklist!
2 visits! WEBSITE! (Plus original Profile data)!
10 pages! Asset Download!
20 minutes! Demand Gen Assets!
LANDING PAGE!
General Motors! Tradeshows!
2-4 Blog Posts/week! Marketing Leads! Phone Calls!
1 White paper / ebook / (from web forms)!
Emails!
guide / checklist every
other month!
1 infographic every other
BLOG! month! Request Info!
1 On demand Webinar/Qtr.!
LANDING PAGE!
Add ons: PPT, Videos,
Web Tools!
Hubspot! CRM!
INTERNATIONAL!
SEO! LEAD!
? Nurturing!
Repurposed content
from Phase 1,
Profile! CPC!
EMAIL personalized based
1 visit! SOCIAL! Google, Bing, on usage & behavior!
3 pages! TEMPLATE! LinkedIn!
5 minutes!
Siemens! SALE
S!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
13. Step 6. Measure Marketing to Sales!
Download Page!
Awareness &
Lead Generation! Conversion %! Qualified !
Devices! Landing Page! Leads!
Banners!
Emails! %!
%! %! Sales!
Conversion %! Funnel!
Conversion %!
Social Media!
Print! Win %!
Wins!!
Contact Form!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
14. Step 7. Manage & Modify Campaigns!
Goals!
Tailor your
specific goals.!
Tracking!
Set up tracking
links & goals.!
Calculate ROI! Weekly Reviews!
Understand how the Meet with stakeholders
campaign is tracking to weekly to review
ROI targets weekly.! performance.!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
16. Carpathia Hosting Overview!
Global
Company
Diverse
Clients
AMSTERDAM, NETHERLANDS
LONDON, ENGLAND
SILICON VALLEY, CA TORONTO, CANADA
SAN JOSE, CA NEW YORK, NY
LOS ANGELES, CA ASHBURN, VA
ATLANTA, GA
HONG KONG
SYDNEY, AUSTRALIA
Significant
Growth
Marke;ng
Investment
$2,000,000
$20,000
2011! 2012! 2007 2013
C A R PAT H I A . C O M TH IN K P Y X L.C OM
17. Integrated Engagement in Action!
AWARENESS! TRAFFIC! LEADS! SALES!
4B +! ! # 2!
trafficked
site in
industry!
$36M+! 25%!
impressions in pipeline
! of sales!
Marketing ROI
!
Every $1 in Marketing
Yields!
$3 in Margin!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
18. Setting Targets Top Down!
2013 % of Total % from Bookings from!
Bookings! Bookings! Marketing! Marketing!
Commercial! 1,425! 75%! 35%! 499!
Federal! 475! 25%! 50%! 238!
Total! 1,900! 39%! 736!
Cost per # of Mktg Lead Gen
Avg. Deal Size! Leads:Deals! # of Leads!
Lead! Deals! Budget!
Commercial! $500 ! 22.5! 22! 100! 2,217! $1,108,333 !
Federal! $300 ! 15.0! 16! 100! 1,583! $475,000 !
3800! $1,583,333 !
Sales Inputs!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
19. Building Plans Bottoms Up!
Cost of! Cost of! Cost of ! # of
Commercial Lead Gen. Activities! Total Cost!
Media Buys! Production! Content! Leads!
Lead Generation Activities! ! ! ! ! !
Banner Ads (Infoweek, Datacenter Knowledge, Whir)! $164,905! $135,000! $20,355! $9,550! 300!
Newsletter Sponsorships (InfoWeek - 336x280) 3
$21,905! $0! $15,355! $6,550! 50!
newsletters!
Must Read Promo (Infoweek)! $49,905! $31,500! $11,855! $6,550! 250!
Executive Roundtable! $44,300! $26,550! $11,855! $5,895! 25!
Editorial Webinar 1 day + 6 month archive! $51,025! $26,775! $15,355! $8,895! 160!
Briefing
Center
3
month
program
$52,650!
$$32,400!
$$11,855!
$8,395
150
Briefing Center 3 month program! $52,650
32,400
11,855
$8,395! 150!
Content Marketing! $69,550! $40,000! $15,355! $14,195! 250!
Networking Events (we attend)! $54,750! $35,000! $11,855! $7,895! 125!
Customer Events (we host)! $51,750! $29,000! $16,855! $5,895! 100!
Customer Conference! $61,250! $40,000! $15,355! $5,895! 35!
Carpathia.com Demand Gen! $125,750! $0! $56,855! $68,895! 300!
Cost-per-Click! $174,150! $150,000! $15,855! $8,295! 350!
Print Ads (Infoweek)! $97,750! $75,000! $16,855! $5,895! 75!
Ad Hoc on Demand Budget! $103,500! $60,000! $37,000! $6,500! 100!
Total! $1,123,140! $681,225! $272,615! $169,300! 2270
2270!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
20. Executing IDE Campaigns!
Microsite!
Landing Pages! White Paper &!
Fact Sheet! Emails!
Video!
Infographics! Print & Banner Ads! Website Slider!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
21. Managing & Modifying IDE Campaigns!
Total
YTD
Spend
Total
YTD
Spend
Commercial
Cost
Averages
Federal
Cost
Averages
Per
Impression
$0.03
Per
Impression
$0.02
$96,975.78
Per
Click
$36.44
$30,253.35
Per
Click
$39.96
Per
Lead
$114.36
Per
Lead
$59.44
C A R PAT H I A . C O M TH IN K P Y X L.C OM
22. Measuring from Sales to Marketing!
Clicks
&
Leads
from
IBX
Vault
Campaign
25,000
600
500
20,000
400
15,000
Total
Clicks
Leads
300
10,000
200
5,000
100
Leads
0
0
9/16
9/23
9/30
10/7
10/14
10/21
10/28
11/4
11/11
11/18
11/25
12/2
12/9
12/16
12/23
12/30
Week
Ending
Clicks
C A R PAT H I A . C O M TH IN K P Y X L.C OM
23. Follow the 7 Steps and…!
AWARENESS! TRAFFIC! LEADS! SALES!
4B +! ! # 2!
trafficked
site in
industry!
$36M+! 25%!
impressions in pipeline
! of sales!
ROI
!
Every $1 in Marketing
Yields!
$3 in Margin!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
24. How was Marketing ROI Calculated?!
Total
New
logo
MRR
×
%
AXributed
to
MarkeZng
Programs
=
AXributable
MRR
AXributable
Total
Margin
MRR
×
Avg.
Margin
×
Avg.
Term
=
Value
Total
Margin
Value
=
MarkeZng
ROI
Total
MarkeZng
Investment
C A R PAT H I A . C O M TH IN K P Y X L.C OM
25. Download
the free
e-book!
Visit:!
http://thinkpyxl.com/demand-gen-ebook!
C A R PAT H I A . C O M TH IN K P Y X L.C OM
26. Carpathia Hosting Inc. ! Pyxl Inc.!
21000 Atlantic Boulevard, Suite 500 ! 21 E. 6th Street, Suite 114!
Dulles, Virginia 20166 ! Tempe, Arizona 85281!
Carpathia.com! ThinkPyxl.com!
bwinter@carpathia.com! bwinter@thinkpyxl.com!
! !
! !
! !
! !
!
C A R PAT H I A . C O M TH IN K P Y X L.C OM