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

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

2 History Timeline Founded in Denver Started offering cloud services Created Intuition Started Managed Services Migration 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 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

3 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 Fastest Growing Companies 2012 Small Business of the Year - Denver Metro Chamber of Commerce 2012 Top 10 Best Places to Work - Denver Business Journal 2012 & 2011 Top Cloud Provider- 10 State Western Region - Ingram Micro

4 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? 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 Despite these hurdles, marketing professionals have managed to increase spend in nearly every digital channel for the third year running.

5 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

6 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? Only 25% is spent Online while 75% is spent offline

7 Companies still struggling to measure ROI 83% are unclear of ROI with SEO 71% with SEM 88% with Social 64% with The top 3 obstacles to budget increase 1. Proving ROI 2. Lack of overall company revenue growth 3. Lack of buy-in from management

8 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 Social Media Matures

9 Which channels create the most ROI

10 Marketers Investing More in Digital Yet-Half of Marketers spend only 25% or less of their budget online

11 Where do I start?

12 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?

13 Build your audience

14 Content is still King

15

16 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.

17 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

18 Keep it Why Good Web Design is so important Simple Responsive Mobile Optimized In order to Make yourself accessible to your customers Generate, Track and Capture Traffic Increase Sales

19 The average customer decides in only one second whether they like a website or not. 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

20

21 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.

22 Social Media 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.

23 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 tool for marketing.

24 You need company wide-departmental buy-in. Focus on strategy rather than content.

25 Marketing 1. Affordable 2. Simple and Quick 3. Personal and Customizable 4. Relationship Focused

26 5. Action Oriented 6. Measureable 7. Mobile and Global

27 Know your audience-don t lose them

28 The Value of Video

29 Texting The most Ubiquitous communication Channel

30 Text Possibilities

31 SMS Text + Call Center Reduce your call center cost by 25% Increase customer satisfaction by 65% Increase sale intervals Increase brand awareness

32 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

33 Seven Types of Effective Retargeting

34

35 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.

36 Is Digital Marketing worth it?

37 Cost per Lead goes down

38 Return on Investment

39 David DeCamillis Platte River Networks

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