Upgrade to Pro — share decks privately, control downloads, hide ads and more …

SEARCHLOVE DAN DIEGO 2013-Lauren Vaccarello

Sponsored · Ship Features Fearlessly Turn features on and off without deploys. Used by thousands of Ruby developers. →
Avatar for Distilled Distilled
September 30, 2013
Business
310
0

SEARCHLOVE DAN DIEGO 2013-Lauren Vaccarello

From Search to Online to Marketing

Avatar for Distilled

Distilled

September 30, 2013

More Decks by Distilled

See All by Distilled
Wil Reynolds — Paid Search Strategies SEOs will Love
Avatar for Distilled distilled
0
160
Rand Fishkin — Search Ranking Factors in 2015 What Data, Opinions, and Testing Reveal
Avatar for Distilled distilled
0
220
Larry Kim — The Top 10 Facebook & Twitter Advertising Hacks of All Time
Avatar for Distilled distilled
0
180
Will Critchlow - Practical Tips for the Future of Search II
Avatar for Distilled distilled
0
300
Tom Anthony - New Paradigms: Five Fundamental Changes in Search II
Avatar for Distilled distilled
0
350
Aaron Friedman — ‘Google's Predictable Content Preference’
Avatar for Distilled distilled
0
310
Aleyda Solis — ‘Unlocking Growth Opportunities with Search Analytics’
Avatar for Distilled distilled
0
260
Anum Hussain — ‘Topics Over Keywords: An SEO-Driven Approach to Content Marketing’
Avatar for Distilled distilled
0
310
Casie Gillette — ‘21 Must-Have PR Tools and Tactics’
Avatar for Distilled distilled
0
200

Other Decks in Business

See All in Business
税理士法人マネイジブレーン採用のご案内.pdf
Avatar for 税理士法人マネイジブレーン yukawamoee
0
2.6k
Goods-N採用広報資料
Avatar for Goods-N goodsn
PRO
0
450
Matlantis株式会社 Company Deck
Avatar for Matlantis matlantis
0
520
【新卒・若手必見！】「会議で成果を出すための3つの実践ワザ」を公開！
Avatar for COPILOT Inc. copilot
PRO
0
350
爆速で組織になじみ “Work is Fun” を体現するIVRyのオンボーディング
Avatar for Kazunori Jo itochan
1
300
株式会社リブに興味がある方へ
Avatar for 株式会社リブ/LiB,Inc. libinc
2
74k
【テックファームホールディングス】中途採用向け会社説明資料
Avatar for Techfirm techfirm
0
620
DATUM STUDIO_新卒向け会社紹介資料.pdf
Avatar for DATUM STUDIO Co. Ltd. datumstudio
0
260
チームライク会社紹介資料 / Teamlike Introduction
Avatar for 株式会社チームライク teamlike
0
340
supateam - DevOpsDaysTokyo 2026 投影資料
Avatar for aisaac inc. aisaac
PRO
0
240
PM一人で抱え込まない。事業メンバーの「肌感」を、確かな「プロダクトの意思決定」へ変えるための試行錯誤
Avatar for "doiko" chiaki_yamaguchi doiko123
0
150
子育てとキャリアのビルディングブロック
Avatar for 荒木 ARK news_it_enj
2
110

Featured

See All Featured
jQuery: Nuts, Bolts and Bling
Avatar for Doug Neiner dougneiner
66
8.4k
Claude Code どこまでも/ Claude Code Everywhere
Avatar for nwiizo nwiizo
64
54k
Design of three-dimensional binary manipulators for pick-and-place task avoiding obstacles (IECON2024)
Avatar for konakalab konakalab
0
400
Technical Leadership for Architectural Decision Making
Avatar for Kenny Baas-Schwegler baasie
3
320
Building AI with AI
Avatar for Ines Montani inesmontani
PRO
1
890
The Straight Up "How To Draw Better" Workshop
Avatar for Dennis Kardys denniskardys
239
140k
From Legacy to Launchpad: Building Startup-Ready Communities
Avatar for Dug Song dugsong
0
190
Keith and Marios Guide to Fast Websites
Avatar for Keith Pitt keithpitt
413
23k
Are puppies a ranking factor?
Avatar for Jono Alderson jonoalderson
1
3.3k
[SF Ruby Conf 2025] Rails X
Avatar for Vladimir Dementyev palkan
2
950
The SEO identity crisis: Don't let AI make you average
Avatar for Varn varn
0
440
The Illustrated Children's Guide to Kubernetes
Avatar for Chris Short chrisshort
51
52k

Transcript

  1. 8,000+ Customers 97% Retention Rate The First-Party Data Platform! ROI

    Focused $$ From Search to Online to Marketing Success and Failure In Becoming a Grown Up Marketer Lauren Vaccarello, VP Marketing

  2. 1.  A little bit about me 2.  Communication 3.  Holistic

    marketing 4.  Know your business 5.  Business goals 6.  Budgets Agenda

  3. Who Am I?

  4. DON’T LET YOUR ROLE DEFINE YOUR INFLUENCE

  5. KNOW HOW TO COMMUNICATE

  6. WHAT EXACTLY IS A LEAD?

  7. WHAT IS A CONVERSION RATE?

  8. LEARNED TO THINK HOLISTICALLY

  9. What Happens When Search Volume Drops?

  10. What Happens When SEO Traffic Goes Down? You’re a Hero

    •  Traffic  down  12%   •  SEO  conversions  20%+   •  Leads  up  30%+   •  Pipeline  up  40%+  

  11. KNOW YOUR BUSINESS

  12. Testing Messaging in SEM

  13. KNOW HOW SALES GETS PAID

  14. ALIGN WITH BUSINESS GOALS

  15. How I Screwed This Up

  16. MONEY IS POWER

  17. My Conversation with Neil Young WINNING MINDSHARE AND MY CONVERSATION

    WITH NEIL YOUNG

  18. Takeaways: 1.  Learn how to communicate 2.  Use SEM for

    message testing 3.  Know how sales gets paid 4.  Learn every step of the marketing funnel 5.  Think about marketing across channels

  19. Thank You! Lauren Vaccarello, VP Marketing AdRoll @LaurenV