integrated engagement: content, reach & context in a mobile world
DESCRIPTION
Learn about integrated engagement and how your web presence can and should be the cornerstone of your company's integrated engagement.TRANSCRIPT
THINKPYXL.COMCARPATHIA.COM
Integrated Engagement!Content, Reach and Context in a Mobile World!
Brian Winter!Owner, Pyxl!Chief Marketing Officer, Carpathia Hosting!
THINKPYXL.COMCARPATHIA.COM
Unique Experience & Perspective!
Delivering !Digital Marketing Services!
Personal Passions & Pursuits!
USWeb/CKS!
Consuming!Digital Marketing Services!
Global Speaker!
Whiteboard Fanatic!
22 Marathons! Digital Marketing!for Entrepreneurs, CEOs, VPs of Sales, VPs of Marketing and Marketing Managers for Small and Large Businesses!
THINKPYXL.COMCARPATHIA.COM
Reaching customers has never been!
more difficult.!
THINKPYXL.COMCARPATHIA.COM
Evolution of Digital Marketing!
V1! V2! V3! V4!
OnlinePresence!Basic information with limited depth.!
Broad Engagement!More information—expanding on existing content & adding new content areas.!
Targeted Engagement!Specific content for specific audiences. Deeper engagement.!
Integrated Digital Engagement (IDE)!Specific content for specific audiences on specific devices.!
THINKPYXL.COMCARPATHIA.COM
What is Integrated Digital Engagement (IDE)?!
Reach!Tailor web properties to Desktops, Tablets & Smartphones.!
Content!Optimize content for Desktops, Tablets & Smartphones.!
Context!Content + Reach = Context !!Context = Better Engaged & Qualified Prospects!
THINKPYXL.COMCARPATHIA.COM
thinkpyxl.com
Your Web Presence is the Cornerstone of Integrated Digital Engagement!
Desktop:!More real estate for content display, longer time on site, but less frequent access.!
Tablet:!Less real estate, but increasingly more likely access point. Web browsing still a part of the experience.!
Smartphone:!Least real estate, focused, methodical!Web browsing. Hunting for specific information.!
THINKPYXL.COMCARPATHIA.COM
7 Keys to SuccessfulIntegrated Digital Engagement!1.!2.!3.!4.!5.!6.!7.!
Set Measurable Goals!
Optimize for Integrated Engagement!
Develop Relevant Content!
Create Content Rich Pages!
Nurture Leads Intelligently!
Measure Marketing to Sales!
Manage & Modify Campaigns!
THINKPYXL.COMCARPATHIA.COM
Step 1: Set Measurable Goals!
Impressions!
Clicks!
Visits!Click-throughs!
Opens!
Views!Comments!
Downloads!Shares!Leads!
Inbound Emails!
Forms!
Calls !
Chats!
THINKPYXL.COMCARPATHIA.COM
Step 2: Optimize Website for “IDE”!
Desktop!Tablet!
Smartphone!!
Informationhierarchy!
Ratio and scale of imagery!
Readability!
“The fold” is dead!
Orientation: horizontal and
vertical!
Less is More! Test!Test!Test!
THINKPYXL.COMCARPATHIA.COM
Step 3: Develop Relevant Content!
Key Messaging Document!
Press Releases!
Fact Sheets!
Videos!
Blogs!Checklists!
White Papers!
Case Studies!
THINKPYXL.COMCARPATHIA.COM
Step 4: Create Content Rich Pages!
Asset Download!LANDING PAGE!
Request Info!LANDING PAGE!
Registration!LANDING PAGE!
SOCIAL!CPC!
Google, Bing, LinkedIn!
EMAIL TEMPLATE!
WEBSITE!Demand Gen Assets!
2-4 Blog Posts/week!1 White paper / ebook / guide / checklist every other month!1 infographic every other month!1 On demand Webinar/Qtr.!Add ons: PPT, Videos, Web Tools!
SEO!
BLOG!
Frequency of Content!• 2-4 Blog posts/week!• 1 White paper/ebook/guide/ checklist every other month!• 1 Infographic every other mo.!• 1 On-demand Webinar/Qtr.!• Add ons: PPT, Videos, Web Tools!
THINKPYXL.COMCARPATHIA.COM
Step 5: Nurture Leads Intelligently!
Marketing Leads!(from web forms)!
Registration!LANDING PAGE!
HUBSPOT POWERED!Biz Intelligence!
DOMESTIC!
?Profile!
2 visits!10 pages!20 minutes!General Motors!
INTERNATIONAL!
?Profile!
1 visit!3 pages!5 minutes!Siemens!
Jim Bower!General Motors!Downloaded 2 WP!
Simona Bills!Siemens!Downloaded 1 Checklist!
(Plus original Profile data)!
Hubspot! CRM!
LEAD!Nurturing!
Repurposed content from Phase 1, personalized based on usage & behavior!
Tradeshows!Phone Calls!
Emails!
SALES!
Asset Download!LANDING PAGE!
Request Info!LANDING PAGE!
Registration!LANDING PAGE!
SOCIAL!CPC!
Google, Bing, LinkedIn!
EMAIL TEMPLATE!
WEBSITE!Demand Gen Assets!
2-4 Blog Posts/week!1 White paper / ebook / guide / checklist every other month!1 infographic every other month!1 On demand Webinar/Qtr.!Add ons: PPT, Videos, Web Tools!
SEO!
BLOG!
THINKPYXL.COMCARPATHIA.COM
Step 6. Measure Marketing to Sales!
Landing Page!
Download Page!
Contact Form!
Banners!
Emails!
Social Media!
Wins!!
%! Sales!Funnel!
Win %!
Awareness & Lead Generation! Qualified !
Leads!
Conversion %!
Conversion %!
Conversion %!
Print!
%! %!
Devices!
THINKPYXL.COMCARPATHIA.COM
Step 7. Manage & Modify Campaigns!
Goals!Tailor your specific goals.!
Tracking!Set up tracking links & goals.!
Calculate ROI!Understand how the campaign is tracking to ROI targets weekly.!
Weekly Reviews!Meet with stakeholders weekly to review performance.!
THINKPYXL.COMCARPATHIA.COM
CASE STUDY!
THINKPYXL.COMCARPATHIA.COM
Carpathia Hosting Overview!
LOS ANGELES, CA
TORONTO, CANADA
ASHBURN, VA
NEW YORK, NY
AMSTERDAM, NETHERLANDS
LONDON, ENGLAND
ATLANTA, GA
SAN JOSE, CA
SILICON VALLEY, CA
SYDNEY, AUSTRALIA
HONG KONG
2011! 2012! 2007 2013
$20,000
$2,000,000
Global Company Diverse Clients
Significant Growth Marke;ng Investment
THINKPYXL.COMCARPATHIA.COM
Integrated Engagement in Action!
Every $1 in Marketing Yields!
$3 in Margin!
LEADS!
$36M+! in pipeline!
TRAFFIC!
#2! trafficked site in industry!
AWARENESS!
4B +!impressions!
SALES!
25% !of sales!
Marketing ROI!
THINKPYXL.COMCARPATHIA.COM
Setting Targets Top Down!
2013 Bookings!
% of Total Bookings!
% from Marketing!
Bookings from! Marketing!
Commercial! 1,425! 75%! 35%! 499!
Federal! 475! 25%! 50%! 238!
Total! 1,900! 39%! 736!
Cost per Lead! Avg. Deal Size! # of Mktg
Deals! Leads:Deals! # of Leads! Lead Gen 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!
THINKPYXL.COMCARPATHIA.COM
Building Plans Bottoms Up!
Commercial Lead Gen. Activities! Total Cost! Cost of!Media Buys!
Cost of!Production!
Cost of !Content!
# of Leads!
Lead Generation Activities! ! ! ! ! !Banner Ads (Infoweek, Datacenter Knowledge, Whir)! $164,905! $135,000! $20,355! $9,550! 300!Newsletter Sponsorships (InfoWeek - 336x280) 3 newsletters! $21,905! $0! $15,355! $6,550! 50!
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!
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!
Briefing Center 3 month program $52,650 $32,400 $11,855 $8,395 150
2270
THINKPYXL.COMCARPATHIA.COM
Execute IDE Campaigns!
Infographics!Video!
Print & Banner Ads! Website Slider!
Microsite!
Emails!White Paper &!Fact Sheet!Landing Pages!
THINKPYXL.COMCARPATHIA.COM
Everything Rolls to a Central Dashboard!
Total YTD Spend Commercial Cost Averages
$27,495.52 Per Impression $0.02
Per Click $25.74 Per Lead $235.00
Total YTD Spend Federal Cost Averages
$27,495.52 Per Impression $0.03
Per Click $49.09 Per Lead $91.88
THINKPYXL.COMCARPATHIA.COM
Dashboard Delivers End-to-End View!
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5,000
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20,000
25,000
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
Lead
s
Total Clicks
Week Ending
Clicks & Leads from IBX Vault Campaign
Leads
Clicks
THINKPYXL.COMCARPATHIA.COM
Summary!
1.!2.!3.!4.!!
Recognize Mobile is the Future!
Embrace Integrated Engagement!
Follow the 7 Keys to Success!
Download Integrated Engagement & the Mobile Web!
THINKPYXL.COMCARPATHIA.COM
Follow the 7 Steps and…!
ROI!Every $1 in Marketing
Yields!$3 in Margin!
LEADS!
$36M+! in pipeline!
TRAFFIC!
#2! trafficked site in industry!
AWARENESS!
4B +!impressions!
SALES!
25% !of sales!
THINKPYXL.COMCARPATHIA.COM
Download the free e-book!
Visit:!landing.thinkpyxl.com/mobile-web-ebook!
THINKPYXL.COMCARPATHIA.COM
Carpathia Hosting Inc. !21000 Atlantic Boulevard, Suite 500 !
Dulles, Virginia 20166 !Carpathia.com!
[email protected]!!!!!
Pyxl Inc.!21 E. 6th Street, Suite 114!
Tempe, Arizona 85281!ThinkPyxl.com!
[email protected]!!!!!!