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SEARCHLOVE DAN DIEGO 2013-Lauren Vaccarello

Sponsored · Ship Features Fearlessly Turn features on and off without deploys. Used by thousands of Ruby developers. →
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September 30, 2013
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SEARCHLOVE DAN DIEGO 2013-Lauren Vaccarello

From Search to Online to Marketing

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Distilled

September 30, 2013
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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