Presented at the Distilled PRO Boston Seminar. I run through things to keep in mind when scaling a team, building a successful marketing program, and adding revenue to your bottom-line.

1. Moving the Needle
The process behind finding your momentum
Joanna Lord
@joannalord
Director of Customer Acquisition

2. What the hell does “moving the needle”
mean in marketing?

3. Increased retention.
Foster relationships.
Saved money.
Set up processes.
Researching new moves.
Improved something.
Leverage successes for more.
Test new channels.
Made money.
Ramp a channel up.
Became more efficient.
Launched something.
Trained someone. Pause campaigns.
All sorts of good stuff.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

4. The SEOmoz marketing team’s CURRENT projects
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

5. Sad truth is: you can’t do them all at once full steam ahead.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Yeah I know…that math behind this is really complicated

6. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
So what can we do? Research and track our investments more effectively.

7. Myhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
goal as a marketer is to never make a decision…That’s what data is for.

8. So you mean going with my gut doesn’t
cut it as a process?!? WTF?!?

9. Well it does. But it doesn’t scale.

10. So what does this process look like?
Brainstorm Prioritize Action Track
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

11. Brainstorm the hell out of this.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

12. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
No need to reinvent the brightly colored marketing graphic wheel

13. Wisemapping.com Mindmeister
Bubbl.us Mindomo
Xmind.net
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
http://on.mash.to/kPUF0p

14. Personas Customer Value Business Value
Technical Value Technical Cost Strategic Value
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Learn What Buckets Matter to You

15. (Complex)
(Quick ‘n dirty)

16. Okay so now I have this beautifully
prioritized roadmap…
now what?

17. Just get started…

18. #PRO Tip: The part no one ever tells you about…be patient.

19. With that said, have Plan B ready. You should always know the substitute.

20. Track it, track it, track it
“The super duper important part”

21. Goal setting. Where do they meet, where do they overlap, how do they differ?

22. Bad assumptions happen in the absence of goal setting

23. Best practice:
Cover your ass
Repeat after me: Ranges are my friend. Ranges are my friend.

24. How do we track these effectively?
As marketers we must embrace multi-touch attribution.

25. It’s freaking hard to understand how all my inbound traffic plays off each other

26. Display buys
Paid search marketing Partnership buys
Revenue shares
Affiliate marketing
LinkedIn ad buys
Retargeting
Facebook ad buys
Not to mention all the paid advertising & performance media stuff….

27. Conference Donations
Display buys
Sponsorships
Paid search marketing Partnership buys
TV ads
Revenue shares
Affiliate marketing
Print collateral
Radio ads
LinkedIn ad buys
Retargeting
Facebook ad buys
Site sponsorships
And then all that offline craziness, I mean really?! #confusing

28. The Halo Effect:
When the positive trait or performance of one
channel influences another, causing subsequent
or compacted successes.
You always suspected this was out there but didn’t know what to call it

29. #mediocre #magical
The obligatory funnel comparison slide

30. Okay I’m sold. Attribution can be done!
What tools do I use?

31. NEW!! Google Analytics – Multi touch funnel tracking

32. o.m.g

33. Today’s freak out moment:
How confident are you in the data you are working off of?

34. More GA Fun:
Custom Variables: Leave no room for other opinions

35. More GA Fun:
Weighted Sort: Low hanging fruit taste so good #holla

36. More GA Fun:
Weighted Sort: Low hanging fruit taste so good #holla

37. Webtrends
HasOffers
KISSmetrics
Seriously friends, others are catching on

38. Whoa hold up.
Now I have all of this data in front of me, how do I focus?
SQUIRREL!

39. Know the number that matters to YOU today.

40. Improve the conversion rate for the PRO tour
Improve the site’s performance
Strengthen our CTR for PPC Increase our retargeting share of voice
Your tools should change over time.

41. At some point you have to call it.

42. How do you know if you are doing it right? Looks like this:

43. Remember that really scare neon post it slide at the beginning?

44. This process driven approach turns it into something much cooler.

45. Thank you!
Questions? Seriously harass me, I love this stuff.
Joanna Lord
@joannalord
Director of Customer Acquisition