1. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 HOW NOT TO SUCK AT DIGITAL MARKETING JEFF PERKINS DIGITAL SUMMIT MAY 19, 2015 2. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 QAS Slide 3. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 4. About me Pic of kids 5. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 @jeffperkins8 www.linkedin.com/in/jeffperkins1 www.slideshare.net/JeffPerkins1 SingleMindedProposition.com 6. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 7. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 8. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 9. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 10. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 11. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 12. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 PGi BETTER COLLABORATION. BETTER RESULTS. 13. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 14. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 15. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 16. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 PGI HOMEPAGE 17. @jeffperkins8 #DSUM15 18. @jeffperkins8 #DSUM15 19. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 SITE WAS MANAGED BY IT WE WERE ON A PRODUCT RELEASE SCHEDULE 20. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 SITE WAS DOWN 8% OF THE TIME! 21. @jeffperkins8 #DSUM15 22. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 23. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 24. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 25. @jeffperkins8 #DSUM15 26. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 SEO PPC CPC CPA CPM SAL MQL CRM BOFU MOFU BR TOFU SQL TOFU CTA CLV KPI NPS LTV ROI RT SLA 27. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 WHERE DO WE GO NOW? 28. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 29. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 YOU CAN DO ANYTHING, BUT YOU CANT DO EVERYTHING. 30. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 ADOPT A QUICK WIN STRATEGY 31. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 AVOID BOTTLENECKS 32. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 MARKETERS TODAY HAVE A POWERFUL TOOL 33. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 34. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 35. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 BUILD THE RELATIONSHIP WITH SALES BUILD THE RELATIONSHIP WITH SALES 36. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 37. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 B2B organizations with tightly aligned sales and marketing operations achieved 24% faster 3-year revenue growth, and 27% faster 3-year profit growth. Source: http://gotypea.com/50-statistics-b2b-sales-marketing-misalignment/ 38. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 ONGOING FEEDBACK Gives daily feedback on leads Optimizes campaigns in real time Sales Manager Marketing Director RESULT: MARKETING SPENDS MORE EFFECITVELY AND SALES GETS HIGHER QUALITY LEADS 39. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 BE TRANSPARENT 40. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 WHAT FINANCE THINKS MARKETING DOES WITH MONEY 41. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 HELP NON- MARKETERS UNDERSTAND THE VALUE OF WHAT YOU ARE DOING. 42. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 testing T 43. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 DRIVE HIGHER CONVERSIONS 44. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 45. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 YOU CANT AUTOMATE MARKETING 46. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 ITS ALL ABOUT THE TEAM 47. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 WHEN YOU HAVE THE RIGHT TEAM, THERES NOTHING YOU CANT DO. 48. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 A MUCH IMPROVED PGI WEBSITE 49. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 BETTER METRICS Increased leads by 47% Decreased cost per lead by 20% Increased billed revenue by 100% 50. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 MONTHLY REVENUE GROWTH Jan-2013 Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014 Feb-2014 Mar-2014 Apr-2014 May-2014 Jun-2014 Jul-2014 Aug-2014 Sep-2014 Oct-2014 Nov-2014 Dec-2014 Jan-2015 Feb-2015 51. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 AND YOU CAN READ THE LOGO! 52. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 1. FOCUS 2. QUICK WINS 3. AVOID BOTTLENECKS 4. BUILD THE RELATIONSHIP WITH SALES 5. BE TRANSPARENT 6. TEST 7. BUILD THE RIGHT TEAM HOW TO NOT SUCK AT DIGITAL MARKETING 53. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 54. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 Thank You Atlanta! Jeff Perkins CMO, QASymphony www.linkedin.com/in/jeffperkins1 @JeffPerkins8