Tame The Marketing Beast
“Digital Marketing”
David DeCamillis
VP Marketing and Sales
Platte River Networks
History
Founded
in Denver Started offering cloud services
Created Intuition Launched Intuition branded bundle + Telecom Division Grew revenue 30% Launched internal Help Desk/ IOC
Grew Revenue & Margins by 20%
David DeCamillis, VP, Sales & Marketing
■ 1990‟s Syndicate Manager and Private Equity Consultant
■ 2000-2007 Concert Promoter & Producer in partnership with MTV Asia
■ 2008 joined PRN and helped package, perfect and market Intuition
■ President of Colorado Technology Partners (CTP)
■ Member of the Ingram Micro Cloud Services Advisory Council
■ Chairman, Denver Business Tech Expo in partnership with Denver Chamber of Commerce serving 500+ companies
Started Managed Services Migration
Awards
2014 & 2013
Channel Partners 360° Award – Top 50 Convergent Providers
2013
CRN Fast 150 – Fastest Growing Solution Providers in North America
2013 & 2011
CRN Next-Gen 250 Top 250 Solution Providers in North America
2013
Innovator of the Year-Top 5 Finalist Level Platforms – North America
2013
SMB 500 Fastest Growing Tech Companies Ingram Micro
2013
Inc. 5000 Fastest Growing Companies
2012
Small Business of the Year - Denver Metro Chamber of Commerce
2012
Top 10 Best Places to Work - Denver Business Journal
Define the Beast
The "
uncomfortable necessity”
Increasing uncertainty with the proliferation
of new digital marketing channels
Increased pressure to deliver clear ROI
How do I manage it all?
Despite these hurdles, marketing professionals
have managed to increase spend in nearly
every digital channel for the third year running.
Email Blogs
Webcasts and Podcasts Magazines
Websites, Microsites, and Online Communities Social Media
SEO & SEM Events Newsletters White Papers Case Studies Video Mobile Apps Text Messaging
Top Marketing Challenges
Generating Enough Leads
Producing enough quality content
Converting Leads to Customers
Integrating content and messaging across channels
Measuring and proving ROI
Securing staff & Budget
Shifting Focus to Revenue
Top Digital Marketing Objectives for 2014
Generate Leads
Drive Sales
Improve Brand Awareness
Improve Website Traffic
Where are Marketers Investing now?
Companies still struggling to measure ROI
83%
are unclear of ROI with SEO
71%
with SEM
88%
with Social
64%
with Email
1. Proving ROI
2. Lack of overall company revenue growth
3. Lack of buy-in from management
How Marketers measure success
In 2011, 74% of marketers measured digital marketing success in
terms of website traffic; in 2013, this has dropped to a mere 23%
as the pressure to prove ROI and generate revenue increases.
Conversion rate
Traffic
Total lead volume
Total revenue
ROI
Marketers Investing More in Digital
Your Brand and Value Add
•
Ask your management
•
Ask your employees
•
Ask your customers
Once you know that:
•
What differentiates you from the competition?
•
Why do customers chose you?
Management Buy-In
73% of CEOs think marketers don‟t understand basic business
terminology and objectives.
Marketers still mistake metrics like net followers/fans, web traffic, and
social mentions for ROI. Less than 30% of them consider sales to be an
element of ROI.
Sales & Marketing,
Not Sales Versus Marketing
Sales and Marketing Departments clash when they do not understand
each other.
SALES –
1. Brand matters.
2. Marketing strategies work.
MARKETING –
1. Sales objectives matter.
2. Selling is harder than it looks
Marketing controls the messaging.
Sales executes that messaging to close deals.
Marketing creates an emotional connection to our brand.
Sales uses that emotional connection to influence buyers
Why Good Web Design
is so important
Simple
Responsive
Mobile Optimized
Make yourself accessible
to your customers
Generate, Track and
Capture Traffic
Increase Sales
In order to…
Keep it…
Layout plays a primary role – it needs to be attractive to be
effective- and easy to navigate
65% of visitors will not trust a website that looks unprofessional.
70% of visitors look at lists with bullet points
55% look at lists without bullet points
When was the last time you saw a „Black & White‟ website
Color scheme can affect user opinion and bounce rate
Trends, Gender, Class, Age, Cultural may prefer different colors.
Faster load times means lower bounce rates
40% users leave page if it takes more than 3 seconds to load
100% bounce rate jump if web page takes 8 seconds or more to
load
“The average customer decides in only
one
Why your Business Needs a Mobile Website
•
85% of adults think a
company‟s mobile
website should be as
good as or better than
their desktop website
•
66% of smart phone
and tablet users are
frustrated with page
load times.
•
16% said “if page loads
too slowly we give up”
•
62% Companies that
designed a website
specifically for mobile
devices had increased
sales.
Myth 1: Social media is just for kids and youngsters.
Truth : Social media is going
mainstream. Leading social network Facebook shows that the fastest growing segment is users above 30 years of age.
Myth 2: Social media doesn't apply to
B2B.
I am often asked this question by clients "Is it really for us, isn't it something which consumer companies should do?"
Truth: B2B Technology Marketing
Community on LinkedIn conducted a survey called "Social Media in B2B Marketing" and found that marketers have significantly increased their social media presence and related activities in the last three years.
Social Media
Myth 3: Social media is obscure, niche content.
Truth: Social media is a trusted source for many purchase decisions and product opinions, especially
in Business.
Myth 4: Social media is not relevant to conversion.
Truth: Social media has wide and broad applicability across the entire sales funnel.
Myth 5: It's too risky to be considered as part of the digital marketing mix.
Truth: More than 56 percent of B2B marketers that have tried social media, feel that it is an effective
“You need company wide-departmental buy-in.”
“Focus on strategy rather than content.”
1. Affordable
2. Simple and Quick
3. Personal and Customizable
4. Relationship Focused
5. Action Oriented
6. Measureable
Texting
SMS Text + Call Center
•
Reduce your call center cost by
25%
•
Increase customer satisfaction by
65%
•
Increase sale intervals
Retargeting
1. Generally only 2% of online visitors convert on the first visit. Retargeting brings back the other 98%.
2. The best performing retargeting creates a call to action.
3. One of the key best practices for retargeting is rotating the ads you show your retargeted users.
4. Inattentional brand blindness - Performance does decrease when you fail to update creative content
Hire Your Weakness
Marketers rely on agency expertise to supplement in-house teams on non-core business functions, with a whopping 50% YoY increase in outsourced SEO and SEM programs.