Measuring Digital Marketing Success with Integrated Engagement Metrics
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The document discusses how to measure digital marketing and quantify return on investment through integrated engagement. It recommends setting measurable goals, building an engaging website, developing relevant content, creating targeted destinations, nurturing leads intelligently, measuring points of engagement, and managing and modifying campaigns. It provides an example of how Carpathia Hosting achieved success through an integrated digital marketing campaign for its IBX Vault product that generated over 15 million impressions and 500+ leads.
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Measuring Digital Marketing Success with Integrated Engagement Metrics
- 1. Measuring Digital! How to Track Digital Marketing & Quantify ROI! Brian Winter! Owner, Pyxl! Chief Marketing Officer, Carpathia Hosting! C A R PAT H I A . C O M THINKP YX L.COM
- 2. C A R PAT H I A . C O M THINKP YX L.COM
- 3. C A R PAT H I A . C O M THINKP YX L.COM
- 4. Reaching customers has never been! more difficult.! C A R PAT H I A . C O M THINKP YX L.COM
- 5. Tracking engagement! is even more difficult.! C A R PAT H I A . C O M THINKP YX L.COM
- 6. Evolution of Digital Marketing! V1! V2! V3! V4! Online Broad Targeted Integrated Presence! Engagement! Engagement! Engagement! Basic information More information— Specific content for Specific content for with limited depth.! expanding on existing specific audiences. specific audiences on content & adding new Deeper engagement.! specific devices.! content areas.! C A R PAT H I A . C O M THINKP YX L.COM
- 7. 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 THINKP YX L.COM
- 8. Measuring Integrated Engagement! Download Page! Awareness & Conversion %! Qualified ! Lead Generation! Landing Page! Leads! Banners! Conversion %! Conversion %! Sales! Emails! Conversion %! Funnel! Conversion %! Social Media! Win %! Print! Wins!! Contact Form! C A R PAT H I A . C O M THINKP YX L.COM
- 9. 7 Keys to Measurable Success! 1.!Set Measurable Goals! 2.!Build an Engaging Website! 3.!Develop Relevant Content! 4.!Create Targeted Destinations! 5.!Nurture Leads Intelligently! 6.!Measure Points of Engagement! 7.!Manage & Modify Campaigns ! C A R PAT H I A . C O M THINKP YX L.COM
- 10. 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 THINKP YX L.COM
- 11. Step 2: Build an Engaging Website! WEBSITE! Request Info! LANDING PAGE! SEO! EMAIL CPC! Google, Bing, TEMPLATE! LinkedIn! C A R PAT H I A . C O M THINKP YX L.COM
- 12. 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 THINKP YX L.COM
- 13. Step 4: Create Targeted Destinations! Registration! LANDING PAGE! Frequency of Content! WEBSITE! Asset Download! • 2-4 Blog posts/week! Demand Gen Assets! 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 THINKP YX L.COM
- 14. 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 THINKP YX L.COM
- 15. Step 6. Measure Points of Engagement! Marketing Activity! Measurement! Tools! Impressions, clicks, conversions, Social Media! conversations! Online Advertising! Impression, clicks, conversions! PR! Impressions/Reach! Email! Open rate, click-through-rate! Visits, bounce rate, avg. pages/visit, Site Traffic! avg. time on site, rate of return visits! Views, comments, shares, downloads, Site Engagement! form submissions, conversion rates! Lead Scoring! Quantity, quality of leads; behavior! C A R PAT H I A . C O M THINKP YX L.COM
- 16. 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 THINKP YX L.COM
- 17. CASE STUDY! C A R PAT H I A . C O M THINKP YX L.COM
- 18. Carpathia Hosting Overview! Global Company ! Diverse Client Base! 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 Rapid Growth! Fueled by Marketing! $2,000,000 $20,000 2011! 2012! 2007 2013 C A R PAT H I A . C O M THINKP YX L.COM
- 19. Integrated Engagement in Action! 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 THINKP YX L.COM
- 20. 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 THINKP YX L.COM
- 21. 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! Content Marketing! $69,550! $40,000! $15,355! $14,195! 250! Briefing Events (we attend)! Networking Center 3 month program $52,650 $32,400 $$11,855! $54,750! $35,000! 11,855 $$7,895! 1125! 8,395 50 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 THINKP YX L.COM
- 22. Everything Rolls to a Central Dashboard! Total YTD Spend Total YTD Spend Commercial Cost Averages Federal Cost Averages Per Impression $0.02 Per Impression $0.03 $27,495.52 Per Click $25.74 $27,495.52 Per Click $49.09 Per Lead $235.00 Per Lead $91.88 C A R PAT H I A . C O M THINKP YX L.COM
- 23. Dashboard Delivers End-to-End View! 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 Clicks Week Ending C A R PAT H I A . C O M THINKP YX L.COM
- 24. IBX Vault Campaign! C A R PAT H I A . C O M THINKP YX L.COM
- 25. IBX Vault Digital Marketing Assets! Microsite! Landing Pages! White Paper &! Emails! Fact Sheet! Video! Infographics! Print & Banner Ads! Website Slider! C A R PAT H I A . C O M THINKP YX L.COM
- 26. Integrated Engagement for IBX Vault! Video! Demand 1105! HP Slide! Generation! 1105! Blog! Social! CPC! Email! Infographic! Infographic! CPC! NVTC! Blog! Blog! CPC! Social! Social! Email! Email! Marketing Assets! White Paper! Contact! White Paper! Contact! Lead Webinar! Open House! Contact! Capture! C A R PAT H I A . C O M THINKP YX L.COM
- 27. IBX Vault Campaign Results! Key Metrics…! !Total Impressions: 15,696,135! !Total Clicks/Visits: 21,665! !Total Leads: 536! $1,000,000+ Resulting in...! in Sales !Cost Per Impression: $0.005! OpportuniUes !Cost Per Click: $3.31! !Cost Per Lead: $231.39! C A R PAT H I A . C O M THINKP YX L.COM
- 28. 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 THINKP YX L.COM
- 29. How was Marketing ROI Calculated?! Total New logo MRR × % A[ributed to MarkeUng Programs = A[ributable MRR A[ributable Total Margin MRR × Avg. Margin × Avg. Term = Value Total Margin Value = MarkeUng ROI Total MarkeUng Investment C A R PAT H I A . C O M THINKP YX L.COM
- 30. Remember the 7 Keys & Take Action Now! 1.! Set Measurable Goals! 2.! Build an Engaging Website! 3.! Develop Relevant Content! 4.! Create Targeted Destinations! 5.! Nurture Leads Intelligently! 6.! Measure Points of Engagement! 7.! Manage & Modify Campaigns! Download the new e-book at:! h9p://landing.thinkpyxl.com/demand-‐generaFon-‐ebook! C A R PAT H I A . C O M THINKP YX L.COM
- 31. Thank you. Carpathia Hosting Inc. ! Pyxl Inc.! 21000 Atlantic Boulevard, Suite 500 ! 2099 Thunderhead Road, Suite 301! Dulles, Virginia 20166 ! Knoxville, Tennessee 37922! Carpathia.com! ThinkPyxl.com! bwinter@carpathia.com! bwinter@thinkpyxl.com! To Request Presentation Send Email to:! Shasta Broyles! sbroyles@thinkpyxl.com! Subject: KAMA Measuring Digital Presentation ! C A R PAT H I A . C O M THINKP YX L.COM