5 Ways to Master Search Marketing For Your Enterprise Business

5 WAYS TO MASTER
ENTERPRISE SEARCH MARKETING
Jim Kensicki, Managing Director, Search & Social
Meghan Lavin, Director of Marketing

CatalystDigital.Com
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CatalystDigital.Com
YOUR SPEAKERS
FACILITATOR SPEAKER
Meghan Lavin
Partner, Director of Marketing
Catalyst
Jim Kensicki
Managing Director, Search & Social
Catalyst

www.CatalystDigital.com
Organic Search | Paid Search | Paid Social Advertising
Ecommerce Marketing & Amazon Advertising | eShelf
WHAT WE DO
Business Results.
Powered by Advanced Marketing Strategy.

WHAT WE’LL COVER
The Keys to a Successful
Enterprise Search Program:
1. Define your search
landscape
2. Team
3. Technology
4. Process
5. Integration

EVOLUTION OF SEARCH
Search in 1998 Search in 2019

EVOLUTION OF SEARCH

EVOLUTION OF SEARCH
of consumers now begin
their product searches
directly on ecommerce sites50%
https://www.catalystdigital.com/era-of-ecommerce-whitepaper/

EVOLUTION OF SEARCH
PER YEAR
2 TRILLION GOOGLE SEARCHES
https://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247

PILLARS
TECHNOLOGYTEAM
INTEGRATION
PROCESS

TEAM: STRATEGY & EXECUTION
Sr. Director/Head of Search
Qualifications:
✓ 10+ Years Exp.
✓ Able to connect search
strategy with business
objectives
✓ Experience managing agency
and partner relationships
✓ Understanding of channel
integration
Search Director
Purpose: Tactical execution,
strategy implementation and
professional development of
team
Search Manager Search Associate
Purpose: “Hands on
keyboard” optimization,
creative, testing
Purpose: Basic tasks and
optimizations (bulk sheet
prep, negatives, etc.)
Purpose: Owns strategy and
business performance of
search
Qualifications:
✓ 5-20 Years Exp.
✓ Expert level of knowledge of
at least one channel with
proficient knowledge in
another
✓ Teaching / Coach mentality
✓ Experience managing team
Qualifications:
✓ 3-5 Years Exp.
✓ Proficient+ level
knowledge of one
channel
✓ Demonstrates ability to
teach / coach on process
and complex topics
✓ Data-driven analysis
Qualifications:
✓ 0-3 Years Exp.
✓ Interest in digital
marketing
✓ Certification in/or
basic understanding
of channel

TEAM: SHARED TECHNICAL RESOURCES
Developer/Engineer
Skillsets:
✓ Experience with APIs and your
existing tech stack
Data Analyst
Purpose: Surface cross-
channel insights and trends;
assists with visualizations
data
Project Manager Ad Ops Manager
Purpose: Create and own
project plan for always-on
search program and testing
matrices
Purpose: Setup and
management of marketing-
related tags
Purpose: Create systems
and tools to drive automation
Skillsets:
✓ Experience Tableau,
Datorama or similar
✓ Comfortable manipulating
large data sets
✓ SQL experience
Skillsets:
✓ Excel mastermind
✓ Experience in JIRA,
Trello, Asana, or similar
Skillsets:
✓ Prior agency / client
experience in Ad Ops
✓ Comfortable in
Google Tag Manager,
Tealium or similar

DO THESE TECHNOLOGIES INTEGRATE WITH
THE REST OF YOUR TECHNOLOGY STACK?
AD
SERVER
BID
MANAGEMENT
PLATFORM
SITE SIDE
ANALYTICS
TAG
MANAGEMENT
PLATFORM COMMUNICATION
DATA
VISUALIZATION

Full Stack BMP Engine Analytics Additional Data
Client Data Partner Data
INTEGRATING SEARCH TECHNOLOGY

HAVE A PLAYBOOK
Invest in creating a
Playbook for how your
program will operate:
• Outline of approach and
strategy
• Account Structure
• Approach to Optimization
• Testing
• Measurement Plan
• Glossary

ESTABLISH YOUR PROJECT MANAGEMENT TOOLKIT

“SEARCH” INTEGRATION

INTEGRATION CASE STUDY
There is a measurable lift in rate
which users convert when both
search and social channel’s are in
path verses a single channel path
4.8X lift
over search path engagement only
5.13X lift
over social path engagement only

LARGEST AVAILABLE CONSUMER PANEL

INTEGRATION SOLVES FOR:
FUNNEL
BLINDNESS
Benefits: Lower CPA and
shorten conversion time
by reengaging with the
prospects in a meaningful
way
LAST CLICK
ATTRIBUTION
MODEL
Benefits: 360 view of
the path to conversion
MISALLOCATED
BUDGET
Benefits: Lower CPA
and increased
conversion volumes
INCONSISTENT
MESSAGING
ACROSS
CHANNELS
Benefits: Increase
brand recognition;
leverage search
insights for social
creative message
optimization

Unoptimized Basic Intermediate Advanced
TEAM
• One individual responsible
for channel strategy,
implementation and
communication
• Some division in responsibility
between strategy and implementation
across channels
• Tiered reporting structure with Director,
Manager, Associate and with some access to
supporting resources
• Tiered reporting structure with dedicated
support teams for data analytics, project
management and development
PROCESS
• Desire to implement
process and organization
• Some use of tools like JIRA, Asana or
Slack for organization and
communication
• Project Manager/Director exists with
dedicated project management system to
communication, testing and organization
• Some documentation around processes and
ways of working
• Playbook with clear documentation on
approach to search, testing,
measurement and integration with other
channels
TECHNOLOGY
• Search is managed
without any tools /
automation manually in the
UI
• Some technology such as bid
management platform being
leveraged with access to 3rd party
tools/data such as SEM Rush or
Jumpshot
• Automation and technology leveraged for
channel management, reporting and insights
with suite of 3rd party tools and data sets
• Some integration exists between channels for
ad serving, attribution or reporting
• Technology fully aligned and integrated
across marketing organization for
analytics, tag management, reporting
and attribution
• Performance forecasted with high
degree of accuracy
INTEGRATION
• No communication with
other channels
• Some sharing of data and reporting
between channels
• Integrated channel reporting
• Some cross-channel testing occurs, but no
formal plan
• Fully integrated cross-channel media
plan with always-on testing framework
• Audience-first approach to media-buying
with fully aligned messaging across
channels
SEARCH BRAND MATURITY MODEL

MORE SEARCH MARKETING THOUGHT-LEADERSHIP
https://www.catalystdigital.com/
company/digital-marketing-
webinars/

HAPPY HOUR IN NYC – MARCH 28th
SEO HOT TRENDS HAPPY HOUR
What are the need-to-know trends for SEO in 2019?
Where is SEO headed in 2020 and beyond? Join
Catalyst as we explore these questions and more
during our complementary SEO Hot Trends Happy
Hour.
Date: March 28th, 6:30pm – 8:30pm
Location: 3 World Trade Center, New York, NY
Register: http://bit.ly/2UkLsvX

CATCH US AT SXSW
The Age of AI Powered Search
Join this panel session where we discuss how search,
programmatic and native based buying are converging
around data on intent, and audience based buying.
Date: March 10th, 10:30am
Location: Drinks Lounge
Register: https://beat.thedrum.com/thedrumarms-austin-
19-bing

CatalystDigital.Com
QUESTIONS?
Q&A
info@catalystdigital.com

THANK YOU
CatalystDigital.com | info@CatalystDigital.com | 617-663-1247

5 Ways to Master Search Marketing For Your Enterprise Business

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