The document discusses a case study of Webmarketing123 providing SEO/PPC management services for Zenprise. Webmarketing123 took an approach of first analyzing Zenprise's business and existing efforts, then establishing key performance metrics and benchmarks. Webmarketing123 then executed the SEO and PPC campaigns, measuring results and optimizing. Within 90 days, results for Zenprise included ranking #3 for an important keyword, a 152% increase in organic traffic, doubling conversion volume from PPC while cutting costs per conversion in half, and a 5x improvement in pipeline generated for every dollar invested in SEM.

1. Align Staff and Agency to Accelerate Success:
Zenprise and Webmarketing123 SEO/PPC Case Study
Inbound Marketing Summit | June 12, 2012

2. About Webmarketing123
Providing:
› Search Engine Optimization
› Pay-Per-Click Management
› Social Media Marketing
 Custom KPI-based Scorecards
 Hundreds of Educational Webinars
 Proprietary Attribution Tool
 120+ Clients

3. About Zenprise
The leader in secure
mobile device management
Zenprise gives IT peace of mind, lets
executives take their businesses mobile, and
makes employees productive while on the go.
› Protects sensitive corporate data
› Shields networks from mobile threats
› Positioned as a leading innovator by Gartner
and Forrester
› Headquartered in Redwood City, California
› Backed by top VCs (e.g., GreylockPartners,
Ignite Partners)

4. Zenprise’s Challenge
Fiercely Competitive Industry
 Web-savvy competitors Skyrocketing adoption of
 Hotly contested keywords smartphones and tablets
Small (but mighty!) Marketing Department
 Lacked bandwidth for campaign mgmt
+
Bring Your Own Device &
Consumerization of IT
=
 No time or tolerance for delays
Sought an Agency Partner with:
Carpe Diem Mode of
 Metrics-focused track record Operations
 Ability to move fast and scale

5. Top Goals
 Increase lead volume
― but not at the price of quality
 Improve PPC efficiency
― CPL under previous management was not good
 Outrank competition
 Speed up execution

6. The Webmarketing123 Approach
Analyze and understand your business
Establish meaningful KPIs and benchmarks
Execute, measure results and optimize

7. The Webmarketing123 Approach
Analyze and understand your business
 Established relationship with Zenprise to understand their
business, their customer and initiate spirit of partnership
 Evaluated existing SEO and PPC efforts
 Conducted in-depth keyword and competitor analysis

8. The Webmarketing123 Approach
Establish meaningful KPIs and benchmarks
 Collaborated to establish performance benchmarks and
timelines
 Utilized scorecard to create realistic roadmap

9. The Webmarketing123 Approach
Execute, measure results and optimize
 Leveraged domain expertise and strengths of in-house team
 Immediate steps taken in on-page and off-page optimizations

10. The Webmarketing123 Approach
and Why This Worked for Zenprise
Analyze and understand your business
Don’t skimp here, but leverage in-house strength
and build agency strength over time.
Establish meaningful KPIs and benchmarks
Know how you’re going to be judged. Get early
wins under your belt and don’t try to boil the ocean.
Execute, measure results and optimize
Avoid analysis paralysis and take calculated
risks when pushing to move faster. Establish search
as a company-wide endeavor.

11. Results In
90 Days
60

12. SEO From #17 to #3 on Google
1
2
152% Increase in
Organic Traffic for 3
Most Important
Keyword

13. SEO
SEO
23% Increase 51% increase in
in Organic Traffic Non-Branded
Organic Traffic

14. SEO
66% Increase in 95% of all
Number of Keywords clicks happen
on Page 1 of Google on Page 1
(Forrester)
15
13
12
9
Before After 60 Days

15. PPC
Doubled Conversion Volume
Cut Cost Per Conversion in Half
Cost Per Conversion
Conversion Volume
November December March April

16. 5x Improvement in Pipeline Generated
for Every Dollar Invested in SEM
$ =
$