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Tame The Marketing Beast Digital Marketing. David DeCamillis VP Marketing and Sales Platte River Networks

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Tame The Marketing Beast

“Digital Marketing”

David DeCamillis

VP Marketing and Sales

Platte River Networks

(2)

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

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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

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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

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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

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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?

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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

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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

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Marketers Investing More in Digital

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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?

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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.

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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

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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…

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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

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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.

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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.

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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

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“You need company wide-departmental buy-in.”

“Focus on strategy rather than content.”

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1. Affordable

2. Simple and Quick

3. Personal and Customizable

4. Relationship Focused

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5. Action Oriented

6. Measureable

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Texting

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SMS Text + Call Center

Reduce your call center cost by

25%

Increase customer satisfaction by

65%

Increase sale intervals

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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

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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.

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David DeCamillis

Platte River Networks

References

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