Published on March 12, 2014
Branding and Messaging Jennie Treby Senior Marketing Manager Tribridge
It’s a Jungle out there... Be the Monkey! ü Find Comfort in the Trees: Know Your Place and Space. ü Use Your Tail: Be Unique and Have Fun. ü Check Regularly for Bugs: Measure and Tweak. ü Don’t Eat too Many Bananas: Everything in Moderation (this includes Social Media). ü Watch for Traps: Be on the Look-out for Shiny Objects.
#1: Start-up Company – Taking the Leap
#2: From “Mom & Pop” to Major Player
#3: Before – “Microsoft Shop”
#3: After – Discover the Difference
#3: After – Power through Change
#3: After – The Finish Line…
The 10 “Cs” of Effective Brand COMMUNICATION 1. CHARACTER: Who are you? 2. CUSTOMER: What do they want? 3. COMPETITION: Find out how you stack up. 4. CONCEPT: Never underestimate the power of differentiation! 5. CREATIVITY: Don’t be afraid to take risks. 6. CLARITY: The water is already murky… don’t make it a mud bath. 7. CONCISE: Get to the point – 10 to 5. 8. CONSEQUENCES: Can you back it up? 9. CONSISTENCY: 5,000 customers = 5,000 customers. 10. CONTINUITY: Have a Coke and a Smile!
Be the Monkey! Jennie Treby
Driving Bottom Line Results with Marketing Analytics Erica Santo Senior Analyst, Business Intelligence
Who am I?
ConnectWise: Professional Services Automation Software • Founded in 1982 • Headquartered in Tampa, FL • 135 Employees • 3,300 Partners • 38,500 Users
What’s all the buzz about? • Marketing Analytics ü A/B split testing ü Multivariate testing ü Predictive modeling ü Silos of data ü Web Analytics ü Customer Segmentation • Let’s separate the buzz from reality
Marketing Analytics isn’t that scary…
What is Marketing Analytics? Campaign Data Reports Business Intelligence Ac6onable Informa6on
Where does Marketing Analytics fit? Corporate Website Referral & Inbound Links Paid Search Organic Search CRM Database Lead Administration Display Advertising Business Intelligence Email Marketing Campaign Development & Messaging
Business Intelligence: A puzzle you can solve Customer Data ROI Reports Sales Data Web Metrics Campaign Sta9s9cs Business Intelligence
ROI Report • Ac6ve & Inac6ve Campaigns • ROI >100% • ROI <100% • Campaigns with No Cost • Campaigns with Nega6ve ROI • Summary by Type • Budget Tracking Web Metrics • Traﬃc & Visitor Sta6s6cs • Compe6tor Traﬃc Comparison • Top Pages: Visits, Entry, Exit & Bounced • Top Organic & Paid Keywords • Referral Sources • Conversion Rates • Bounce & Exit Rates • Inbound Links • Company Visitor Report • Search Rankings Campaign Metrics • Campaign Ac6vity • Campaign Touch Report • Rolling 30-‐day Lead Total • Leads by Channel • Lead Quality • Clickthrough Rates • Bounce Rates • Conversion Rates • Open Rates • Bounce-‐Back/ Opt-‐out Data Sales Data • Ac6ve Prospects • Sales Funnel Metrics • Revenue Reports • Number of New Partners • New Partners by Type • Sales Execu6ve Ac6vity • Add-‐on Sales • Win/Loss Rates • Average Sales Cycle • Average Time to Contact Customer Data • Number of Licenses & Types • Accoun6ng Package • MSP Package • Customer Proﬁle • Customer Conﬁgura6on • Pre-‐sales Informa6on • Annual Survey Informa6on
The ConnectWise ROI Report • A little over a year ago, all we had was a gut feeling • We knew that we needed to establish ROI for all marketing initiatives ü Which to feed and which to stop ü Needed to prove the value of certain campaigns ü Had the desire to test creative concepts • Let the “data dig” begin ü Multiple silos of data ü It was messy & dirty ü Needed to create a tracking system before we could begin to analyze any data ü Knew that other organizations had similar issues
The ConnectWise ROI Report
Putting Web Analytics to Work • You need to know: ü How people get to your site ü Where they go once they arrive ü How long they stay ü When they bounce ü Where they exit • Are your visitors navigating your site as intended? • Is the navigation scent too faint? • Number one goal: increase conversion rates
The ConnectWise Go-to Web Analytics Reports VisiStat Google Analy6cs HubSpot Crazy Egg
What does your funnel look like? Leads Prospects Opportuni9es Discoveries Wins Lead Administra6on Quality Score 1 Quality Score 2 Close Rate ConnectWise PSA (CRM)
Campaign Analytics: A Balancing Act Tes9ng Variables Ac9onable Informa9on Design Message Loca9on/Vehicle Frequency
Campaign Analytics: A Balancing Act Tes9ng Variables Ac9onable Informa9on Design Message Loca9on/Vehicle Frequency ROI
Campaign Analytics: A Balancing Act Tes9ng Variables Ac9onable Informa9on Design Message Loca9on/Vehicle Frequency ROI Data Trends
Campaign Analytics: A Balancing Act Tes9ng Variables Ac9onable Informa9on Design Message Loca9on/Vehicle Frequency ROI Data Trends Campaign Eﬀec9veness
Campaign Analytics: A Balancing Act Tes9ng Variables Ac9onable Informa9on ROI Data Trends Campaign Eﬀec9veness Customer Segmenta9on Design Message Loca9on/Vehicle Frequency
Campaign Analytics • How to begin? ü Start with known best practices ü Adapt to fit your specific needs ü Look at bounce rates, conversions and leads • Don’t tackle too many things at once • Test one variable at a time
Case Study: Help, paid search isn’t working! Situation: ü Not sure if paid search was working for us ü We spent money every month but unsure if we had a positive ROI What we knew: ü Our potential customers were searching for software online ü We have good search volume & clickthrough rates ü Google ads were sending visitors directly to our home page ü Our competitors were advertising Analysis: ü Tracking: Google Analytics & Adwords ü Results: Unknown Action Steps: ü Developed new landing pages for each campaign ü Began using tracking codes in addition to Google Analytics and Adwords
Let’s get tracking
Let’s get tracking Bounce Rate: 62.3% Clickthrough Rate: 0.6% ROI: -‐100% Conversion Rate: 4.3%
New creative gives campaign a kick!
New creative gives campaign a kick! Bounce Rate: 74.4% Clickthrough Rate: 0.8% ROI: 191% Conversion Rate: 6.36% Block Rate: 62%
Creative and enhanced search strategy raise the bar
Creative and enhanced search strategy raise the bar Clickthrough Rate: 0.3% Bounce Rate: 79.4% ROI: 104%* Conversion Rate: 5.8% Block Rate: 42%:
Lessons Learned • Establish your goals • Know your customers • Start small – crawl before you run • Don’t forget to analyze • Give it the “smell test” • Leave your Marketing ego at the door
Effective Online Marketing Michael Westafer CEO – Roger West Creative & Code
The Wheel of Marketing MIS-Fortune ü Social Goldrush ü Shotgun Marketing ü Follow the Leader ü Flash Flop ü Shiny Object Syndrome ü Chest-Pounding Propaganda
Marketing A.D.D. Can’t be cured with quick-fix pharmaceuticals. Side Effects include… ü Drowsiness & fatigue ü Loss of bonus or commission ü Lack of interest in job ü Frequent CEO meltdowns
Good News While everyone is distracted it’s your time to: ü Get focused ü Create a plan ü Capture more leads
Bad News You’re going to need to overcome some giants. ü Limited time ü Shrinking budgets ü Skeleton staff
“Why join the navy if you can be a pirate?” Steve Jobs
Branding & Identity Exercise One: ü List Several Well Known Brands
“Your premium brand had better be delivering something special, or it's not going to get the business.” Warren Buffett
What Is Your Story? Exercise Two: ü What makes your company different?
What Is Your Story? Exercise Two: ü What makes your company different? ü Is this obvious to your prospects?
“Good marketers tell a story.” Seth Godin
Tell Your Story Exercise Three: ü List different ways you can tell your story (online and offline apply)
How We See It… Marketing Tactics ü Customer-Centered ü Web Site Focused What is the focus for your company?
Let’s Talk Process How do we.. ü Build an effective Web Site? ü Attract Visitors? ü Convert Customers? ü Nurture and Retain? ü Measure & Adjust? Exercise Four: Process Worksheet
“Working without a plan may seem scary. But blindly following a plan that has no relationship with reality is even scarier.“ Rework
Marketing Pitfalls Beware of: ü Tools vs. Strategy ü Lease vs. Buy ü Buzz vs. Results ü Promise vs. Reality
Thank You What’s next? 1. Take the FREE marketing assessment: http://www.rogerwestcreative.com/assessment 2. Check out the budget worksheet 3. Schedule a meeting 4. Join us for golf: www.tampabayscramble.com
Any Questions? Michael Westafer firstname.lastname@example.org
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