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SEARCHLOVE DAN DIEGO 2013-Lauren Vaccarello
Search
Distilled
September 30, 2013
Business
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300
SEARCHLOVE DAN DIEGO 2013-Lauren Vaccarello
From Search to Online to Marketing
Distilled
September 30, 2013
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Transcript
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
1. A little bit about me 2. Communication 3. Holistic
marketing 4. Know your business 5. Business goals 6. Budgets Agenda
Who Am I?
DON’T LET YOUR ROLE DEFINE YOUR INFLUENCE
KNOW HOW TO COMMUNICATE
WHAT EXACTLY IS A LEAD?
WHAT IS A CONVERSION RATE?
LEARNED TO THINK HOLISTICALLY
What Happens When Search Volume Drops?
What Happens When SEO Traffic Goes Down? You’re a Hero
• Traffic down 12% • SEO conversions 20%+ • Leads up 30%+ • Pipeline up 40%+
KNOW YOUR BUSINESS
Testing Messaging in SEM
KNOW HOW SALES GETS PAID
ALIGN WITH BUSINESS GOALS
How I Screwed This Up
MONEY IS POWER
My Conversation with Neil Young WINNING MINDSHARE AND MY CONVERSATION
WITH NEIL YOUNG
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
Thank You! Lauren Vaccarello, VP Marketing AdRoll @LaurenV