SlideShare una empresa de Scribd logo
1 de 26
Descargar para leer sin conexión
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
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
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
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
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
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
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
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
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
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
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
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
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
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
CASE STUDY!




C A R PAT H I A . C O M                 TH IN K P Y X L.C OM
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
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
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
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
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
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
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
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
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
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
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

Más contenido relacionado

Similar a Measuring Digital: How to Track Digital Marketing & Quantify ROI

Az tech council integrated engagement preso v final
Az tech council integrated engagement preso v finalAz tech council integrated engagement preso v final
Az tech council integrated engagement preso v finalBrian Winter
 
Kama measuring digital marketing v final
Kama measuring digital marketing v finalKama measuring digital marketing v final
Kama measuring digital marketing v finalBrian Winter
 
48 west mobile presentation v final
48 west mobile presentation v final48 west mobile presentation v final
48 west mobile presentation v finalBrian Winter
 
Quantifying Digital Marketing Investments from Awareness through Sales
Quantifying Digital Marketing Investments from Awareness through SalesQuantifying Digital Marketing Investments from Awareness through Sales
Quantifying Digital Marketing Investments from Awareness through SalesBrian Winter
 
Quantifying Digital Marketing Investments from Awareness through Sales
Quantifying Digital Marketing Investments from Awareness through SalesQuantifying Digital Marketing Investments from Awareness through Sales
Quantifying Digital Marketing Investments from Awareness through SalesPyxl
 
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesRe-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesPyxl
 
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesRe-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesBrian Winter
 
How to improve Grocery Shopping Experience of Consumers
How to improve Grocery Shopping Experience of ConsumersHow to improve Grocery Shopping Experience of Consumers
How to improve Grocery Shopping Experience of ConsumersOliver Kuhn
 
The Street View of Real-Time Marketing: Lessons from the Boulevard of Broken ...
The Street View of Real-Time Marketing: Lessons from the Boulevard of Broken ...The Street View of Real-Time Marketing: Lessons from the Boulevard of Broken ...
The Street View of Real-Time Marketing: Lessons from the Boulevard of Broken ...FM Signal
 
Applications for Oblique Aerial Imagery
Applications for Oblique Aerial ImageryApplications for Oblique Aerial Imagery
Applications for Oblique Aerial ImageryRobert Carroll
 
Integration of Digital Social and Mobile
Integration of Digital Social and MobileIntegration of Digital Social and Mobile
Integration of Digital Social and MobileGaurav Mishra
 
Critical Mass 'Adaptive Brands'
Critical Mass 'Adaptive Brands' Critical Mass 'Adaptive Brands'
Critical Mass 'Adaptive Brands' iStrategy
 
Phizzle Platform Overview 2012
Phizzle Platform Overview 2012Phizzle Platform Overview 2012
Phizzle Platform Overview 2012Craig Nobles
 
What is datavisualization?
What is datavisualization?What is datavisualization?
What is datavisualization?Stephane Nardin
 
Where is my Customer?
Where is my Customer?Where is my Customer?
Where is my Customer?Blackbay
 
#SMI12: Make your brand a social sensation with paid, owned and earned media
#SMI12: Make your brand a social sensation with paid, owned and earned media#SMI12: Make your brand a social sensation with paid, owned and earned media
#SMI12: Make your brand a social sensation with paid, owned and earned mediaSustainly
 
Continuous innovation hkie present
Continuous innovation hkie presentContinuous innovation hkie present
Continuous innovation hkie presentErwin Huang
 
Structure vs Freedom - Point-Blank
Structure vs Freedom - Point-BlankStructure vs Freedom - Point-Blank
Structure vs Freedom - Point-BlankMerlien Institute
 
MDW NY | Chloe Gottleib_The Shift from Designing Websites to Digital Eco-Systems
MDW NY | Chloe Gottleib_The Shift from Designing Websites to Digital Eco-SystemsMDW NY | Chloe Gottleib_The Shift from Designing Websites to Digital Eco-Systems
MDW NY | Chloe Gottleib_The Shift from Designing Websites to Digital Eco-SystemsBoulder Digital Works at CU
 
Fingerprint Biometrics - The link between the analog and digital you - IDEX
Fingerprint Biometrics - The link between the analog and digital you - IDEXFingerprint Biometrics - The link between the analog and digital you - IDEX
Fingerprint Biometrics - The link between the analog and digital you - IDEXIDEX ASA
 

Similar a Measuring Digital: How to Track Digital Marketing & Quantify ROI (20)

Az tech council integrated engagement preso v final
Az tech council integrated engagement preso v finalAz tech council integrated engagement preso v final
Az tech council integrated engagement preso v final
 
Kama measuring digital marketing v final
Kama measuring digital marketing v finalKama measuring digital marketing v final
Kama measuring digital marketing v final
 
48 west mobile presentation v final
48 west mobile presentation v final48 west mobile presentation v final
48 west mobile presentation v final
 
Quantifying Digital Marketing Investments from Awareness through Sales
Quantifying Digital Marketing Investments from Awareness through SalesQuantifying Digital Marketing Investments from Awareness through Sales
Quantifying Digital Marketing Investments from Awareness through Sales
 
Quantifying Digital Marketing Investments from Awareness through Sales
Quantifying Digital Marketing Investments from Awareness through SalesQuantifying Digital Marketing Investments from Awareness through Sales
Quantifying Digital Marketing Investments from Awareness through Sales
 
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesRe-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
 
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesRe-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
 
How to improve Grocery Shopping Experience of Consumers
How to improve Grocery Shopping Experience of ConsumersHow to improve Grocery Shopping Experience of Consumers
How to improve Grocery Shopping Experience of Consumers
 
The Street View of Real-Time Marketing: Lessons from the Boulevard of Broken ...
The Street View of Real-Time Marketing: Lessons from the Boulevard of Broken ...The Street View of Real-Time Marketing: Lessons from the Boulevard of Broken ...
The Street View of Real-Time Marketing: Lessons from the Boulevard of Broken ...
 
Applications for Oblique Aerial Imagery
Applications for Oblique Aerial ImageryApplications for Oblique Aerial Imagery
Applications for Oblique Aerial Imagery
 
Integration of Digital Social and Mobile
Integration of Digital Social and MobileIntegration of Digital Social and Mobile
Integration of Digital Social and Mobile
 
Critical Mass 'Adaptive Brands'
Critical Mass 'Adaptive Brands' Critical Mass 'Adaptive Brands'
Critical Mass 'Adaptive Brands'
 
Phizzle Platform Overview 2012
Phizzle Platform Overview 2012Phizzle Platform Overview 2012
Phizzle Platform Overview 2012
 
What is datavisualization?
What is datavisualization?What is datavisualization?
What is datavisualization?
 
Where is my Customer?
Where is my Customer?Where is my Customer?
Where is my Customer?
 
#SMI12: Make your brand a social sensation with paid, owned and earned media
#SMI12: Make your brand a social sensation with paid, owned and earned media#SMI12: Make your brand a social sensation with paid, owned and earned media
#SMI12: Make your brand a social sensation with paid, owned and earned media
 
Continuous innovation hkie present
Continuous innovation hkie presentContinuous innovation hkie present
Continuous innovation hkie present
 
Structure vs Freedom - Point-Blank
Structure vs Freedom - Point-BlankStructure vs Freedom - Point-Blank
Structure vs Freedom - Point-Blank
 
MDW NY | Chloe Gottleib_The Shift from Designing Websites to Digital Eco-Systems
MDW NY | Chloe Gottleib_The Shift from Designing Websites to Digital Eco-SystemsMDW NY | Chloe Gottleib_The Shift from Designing Websites to Digital Eco-Systems
MDW NY | Chloe Gottleib_The Shift from Designing Websites to Digital Eco-Systems
 
Fingerprint Biometrics - The link between the analog and digital you - IDEX
Fingerprint Biometrics - The link between the analog and digital you - IDEXFingerprint Biometrics - The link between the analog and digital you - IDEX
Fingerprint Biometrics - The link between the analog and digital you - IDEX
 

Más de Pyxl

Pyxl Webinar: Inbound Marketing for Healthcare
Pyxl Webinar: Inbound Marketing for HealthcarePyxl Webinar: Inbound Marketing for Healthcare
Pyxl Webinar: Inbound Marketing for HealthcarePyxl
 
Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016
Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016
Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016Pyxl
 
Creating the Perfect Healthcare Digital Marketing Campaign
Creating the Perfect Healthcare Digital Marketing CampaignCreating the Perfect Healthcare Digital Marketing Campaign
Creating the Perfect Healthcare Digital Marketing CampaignPyxl
 
Pyxl Webinar - Building Your 2016 Inbound Marketing Strategy
Pyxl Webinar - Building Your 2016 Inbound Marketing StrategyPyxl Webinar - Building Your 2016 Inbound Marketing Strategy
Pyxl Webinar - Building Your 2016 Inbound Marketing StrategyPyxl
 
Pyxl Webinar: Getting Started with Inbound Marketing
Pyxl Webinar: Getting Started with Inbound MarketingPyxl Webinar: Getting Started with Inbound Marketing
Pyxl Webinar: Getting Started with Inbound MarketingPyxl
 
Pyxl Webinar: Content Amplification
Pyxl Webinar: Content AmplificationPyxl Webinar: Content Amplification
Pyxl Webinar: Content AmplificationPyxl
 
Mapping Content to the Buyer's Journey
Mapping Content to the Buyer's JourneyMapping Content to the Buyer's Journey
Mapping Content to the Buyer's JourneyPyxl
 
How to Build Your Inbound Marketing Strategy
How to Build Your Inbound Marketing StrategyHow to Build Your Inbound Marketing Strategy
How to Build Your Inbound Marketing StrategyPyxl
 
Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Custo...
Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Custo...Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Custo...
Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Custo...Pyxl
 
Social Media for Non-Profits: Effective Tactics to Build Awareness, Share You...
Social Media for Non-Profits: Effective Tactics to Build Awareness, Share You...Social Media for Non-Profits: Effective Tactics to Build Awareness, Share You...
Social Media for Non-Profits: Effective Tactics to Build Awareness, Share You...Pyxl
 

Más de Pyxl (10)

Pyxl Webinar: Inbound Marketing for Healthcare
Pyxl Webinar: Inbound Marketing for HealthcarePyxl Webinar: Inbound Marketing for Healthcare
Pyxl Webinar: Inbound Marketing for Healthcare
 
Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016
Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016
Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016
 
Creating the Perfect Healthcare Digital Marketing Campaign
Creating the Perfect Healthcare Digital Marketing CampaignCreating the Perfect Healthcare Digital Marketing Campaign
Creating the Perfect Healthcare Digital Marketing Campaign
 
Pyxl Webinar - Building Your 2016 Inbound Marketing Strategy
Pyxl Webinar - Building Your 2016 Inbound Marketing StrategyPyxl Webinar - Building Your 2016 Inbound Marketing Strategy
Pyxl Webinar - Building Your 2016 Inbound Marketing Strategy
 
Pyxl Webinar: Getting Started with Inbound Marketing
Pyxl Webinar: Getting Started with Inbound MarketingPyxl Webinar: Getting Started with Inbound Marketing
Pyxl Webinar: Getting Started with Inbound Marketing
 
Pyxl Webinar: Content Amplification
Pyxl Webinar: Content AmplificationPyxl Webinar: Content Amplification
Pyxl Webinar: Content Amplification
 
Mapping Content to the Buyer's Journey
Mapping Content to the Buyer's JourneyMapping Content to the Buyer's Journey
Mapping Content to the Buyer's Journey
 
How to Build Your Inbound Marketing Strategy
How to Build Your Inbound Marketing StrategyHow to Build Your Inbound Marketing Strategy
How to Build Your Inbound Marketing Strategy
 
Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Custo...
Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Custo...Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Custo...
Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Custo...
 
Social Media for Non-Profits: Effective Tactics to Build Awareness, Share You...
Social Media for Non-Profits: Effective Tactics to Build Awareness, Share You...Social Media for Non-Profits: Effective Tactics to Build Awareness, Share You...
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
  • 15. CASE STUDY! 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