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How ImprovCan Teach Youto Love Your Agency
Robin Francis
Director
Audience Development
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Bring paid advertising in-house
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Agency GeosExpertise
Infrastructure
Scale
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Go in-houseIt will be OK
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Voice your
ideas
Listen
intentionallyYes, and
Make your
teammate the
hero
Celebrate
mistakes
Be in the
moment
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Voice your
ideas
Listen
intentionallyYes, and
Make your
teammate the
hero
Celebrate
mistakes
Be in the
moment
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Be transparent
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Tell them up front
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Expect staff + service changes on your account
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Invite agency to scale new projects
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Be a willing reference for new clients
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Voice your
ideas
Listen
intentionallyYes, and
Make your
teammate the
hero
Celebrate
mistakes
Be in the
moment
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C:\agency\rep\autocadlt\shit\importantfiles
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Voice your
ideas
Listen
intentionallyYes, and
Make your
teammate the
hero
Celebrate
mistakes
Be in the
moment
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AutoCAD shortcuts
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Became the 4th Most Visited Page
SEO Direct Social Media Referring Domain Internal
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“Nice to have them all in one guide. Thxs
Autodesk!”–Google+
“Sending a copy to all at the office. Cheers!” –
“maya and max?” –Instagram
“First time seeing this in 20 years.” –Facebook
“@autodesk Been using your software for 23
yrs & you can never learn too much.” –Twitter
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Voice your
ideas
Listen
intentionallyYes, and
Make your
teammate the
hero
Celebrate
mistakes
Be in the
moment
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You think the Dev roadmaplooks like this
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The Dev roadmapactually looks like this
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• Add schema markup to HTML code on Autodesk’s global
and local sites and eStores
• Pilot schema on AEM-based eStore product pages that
use the same page templates (e.g., AutoCAD, AutoCAD LT
& Maya)
Description
• Enable current and potential customers to find detailed
product information directly in search results
• Improve brand visibility
• Reduce confusion, especially amongst paid search ads,
product ads and unauthorized trademark usage
Why
• Forgo 10% increase click-thru rate to ecommerce pages
• Forgo potential $x in revenue per incremental eStore
entry (this represents upwards of $x per month)
• High likelihood schema will become a search ranking
signal in the near future
Impact if we
don’t fund
Project Name: SEO SchemaBusiness Sponsor:
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+47% CTR+15% SEO
entries MoM
+72% SEO
entries YoY
+10% SEO
orders
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Voice your
ideas
Listen
intentionallyYes, and
Make your
teammate the
hero
Celebrate
mistakes
Be in the
moment
![Page 47: Seer Interactive · 2019. 12. 14. · mistakes Be in the moment. Be transparent. Tell them up front. Expect ... +10% SEO orders. Voice your ideas Listen intentionally Yes, and Make](https://reader035.vdocuments.us/reader035/viewer/2022070112/605888575292c77e56273b0d/html5/thumbnails/47.jpg)
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Voice your
ideas
Listen
intentionallyYes, and
Make your
teammate the
hero
Celebrate
mistakes
Be in the
moment
![Page 54: Seer Interactive · 2019. 12. 14. · mistakes Be in the moment. Be transparent. Tell them up front. Expect ... +10% SEO orders. Voice your ideas Listen intentionally Yes, and Make](https://reader035.vdocuments.us/reader035/viewer/2022070112/605888575292c77e56273b0d/html5/thumbnails/54.jpg)
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63
%
40
%
26
%
30
%
35
%
13
%
GENERA TING LEA D S ROI / CLOS ING D EA LS TECHNOLOGY
TOP CHALLENGES
Marketing Sales
Source: Hubspot The State of Inbound 2017
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Sales
SEO
Digital Advertising
SEER
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We need to predict intent
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Marketing that matches intent
SEE THINK DO CARE
All who imagine, design &
make things.
All who imagine, design &
make things and think they
might need software.
All who imagine, design &
make things, think they might
need software, and are
currently looking to buy.
Those who have
subscribed or renewed
with Autodesk.
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“Companies using an integrated marketing analytics approach can
free 15-20% of marketing spend
and
lift campaign conversions by 25%.”
McKinsey, Forrester, and Datorama 2017
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Voice your
ideas
Listen
intentionallyYes, and
Make your
teammate the
hero
Celebrate
mistakes
Be in the
moment
![Page 65: Seer Interactive · 2019. 12. 14. · mistakes Be in the moment. Be transparent. Tell them up front. Expect ... +10% SEO orders. Voice your ideas Listen intentionally Yes, and Make](https://reader035.vdocuments.us/reader035/viewer/2022070112/605888575292c77e56273b0d/html5/thumbnails/65.jpg)
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Do you love your agency?
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Robin Aguilar Francis
Director, Audience Development
@angelfood