First 90 Days Launch
DEMAND GENERATION PLAN
GOAL BREAKDOWNS
222,222 Visitors 6% Signed Up for Intro
13,333 Intro Plan Users 15% Converted to Small
2,000 Small Plan Users 80% Retained Users
1,600 Retained Customers
0.9%
Conversion Rate from Visitors > Paid Users Sources: Kellblog, SaaS Digital Marketing Metrics, SaaS Sales Metrics
GOAL BREAKDOWNS
Creative Testing
Segments Testing
Channel Optimization
Phase 1 (3 weeks)
Phase 2 (3 weeks)
Phase 3 (7 weeks)
Total
% of Goal
3.5%
3.5%
8%
15%
Visitors
7,778
7,778
17,778
33,333
Intro Plan Users
467
467
1,067
2,000
Small Plan Users
70
70
160
300
Phase
TARGET AUDIENCES
• 25-54 • CA, IL, NY, GA, TX, FL, DC, MA, MO, VA, OR, WA, CO, MN • Perform Social Media Advertising, SEM, Marketing
MARKETERS
Analytics, Manage Social Media Pages • Always absorbing new information about marketing business trend, marketing best practices and tactics • Want to Measure KPIs and ROI • Innovators and Early Adopter
Sources: Accomplice Facebook Insight, Google Analytics, Twitter Analytics, Secondary Research
BUYER’S JOURNEY
Be a Better Marketer
Why Do You Need Marketing Optimization
Why Accomplice
Awareness
Research
Consideration
Purchase
Channels: PR Blog Articles Display Social Media Retargeting
Channels: PPC Email Field Guide Webinar
Channels: Demo Email Sales
Customer Success: - Implementation Plan - Product-Oriented Webinar
Content & Material: Educational Content
Content & Material: Testimonials Product Benefits Field Guide
Content & Material: Case Studies Buyer’s Guide Product Features
CHANNELS
PPC (AdWords) Facebook Twitter LinkedIn AdRoll Display AdRoll Facebook News Feed Content Syndication
PPC (ADWORDS) 40%
60%
Campaign: Brand Awareness & Education (Traffic)
Campaign: Product Signup (Conversion)
AdGroups: Accomplice Blog & Article Case Studies Guide Insight & Trend Marketing Resource & Tips White paper . . .
AdGroups: Analytics Attribution & Tracking Conversion Digital Advertising Integration & Multi-Channel Marketing Technology/So!ware/Tool Optimization Performance Marketing Reporting SEM Social Media Advertising/Marketing . . .
Weekly Budget $560
3 Target Groups +
6 Campaigns
MarTech Users
HootSuite, Unbounce, Nanigans…
Agencies
AKQA, Ogilvy & Mather, JWT…
Publication/ Influencers
AdAge, Social Media Examiner…
Content Field Guide
40%
Product Signup
60%
+
18-20 Variations Daily Budget $120
3 Target Groups
MarTech Users
HootSuite, Unbounce, Nanigans…
Agencies
AKQA, Ogilvy & Mather, JWT…
+
Publication/ Influencers
6 Campaigns
AdAge, Social Media Examiner…
Content Field Guide
40%
Product Signup
60%
+
18-20 Variations Daily Budget $300
3 Target Groups
Analyst
Google Analytics, Marketing Analytics…
Media Buyer/ Advertiser
SEM, Media Buying, Online Advertising…
+
Community Manager
6 Campaigns
Content Field Guide
40%
Product Signup
60%
+
18-20 Variations CPM $20
Social Media, Digital Marketing…
ADROLL (FACEBOOK DESKTOP & DISPLAY) 60%
40%
Product-Interest Group
Content-Interest Group
So!ware
Blog
or
or
Solutions
Marketing Resource
didn’t visit
didn’t visit
Signup Page
Download Page
Product Signup Ads
Field Guide Ads
Daily Budget $80
CONTENT SYNDICATION
RFP + Content
Syndication Partners
Detail Quote
Promised Leads
CREATIVE COPIES
Field Guide • Book-look v.s. Full-page Illustration
Product Signup • You x Accomplice - ‘we are your great supporter’ • Reach the summit - ‘achievement’ & ‘discovery’
• Image v.s. Illustration
• Industry-focused - ‘the best programmatic for social’ -a vendor I can trust • Aggressive - Don’t go the wrong way! ‘Make the right choice’ • Promotional - ‘Free to sign up’ ‘Stress-free'
FLIGHT SCHEDULE
Phase 1 5/11
5/18
Channel Optimization
Segments Testing
Creative Testing
Phase 2 5/25
6/1
6/8
Phase 3 6/15
6/22
6/29
7/6
7/13
Content Syndication Google AdWords Facebook Twitter LinkedIn AdRoll - Display AdRoll - FB Desktop
New Creatives
New Creatives
New Creatives
7/20
7/27
8/3
BUDGET ALLOCATION
Vehicle/ Publication Google Adwords
Impressions 1,500,000
CTR 2.00%
Content Syndication Facebook
CPC/ CLC
Total Cost
New Visitors/ Leads
CPM
$1.43
$7,280
$5
30,000
$30.00
$1,500
-
50
1,680,000
0.20%
$1.00
$6,720
$4
3,360
378,000
0.40%
$3.00
$7,560
$20
315
504,000
0.50%
$1.50
$10,080
$20
2,520
AdRoll - FB Desktop
52,000
0.6%
$640
$12
312
AdRoll - Display
52,000
1.4%
$1,040
$20
728
Grand Total
4,166,000
$34,820
37,285
Sources: SaaS Digital Marketing Metrics, Google Keywords Planner, Facebook, Twitter, and AdRoll Native Campaign Builder
PROJECTION
Projection for first 13 weeks
Goal for first 13 weeks
Visitors
37,285
33,333
Intro Users (6%)
2,237
2000
336
300
Small Users (15%) Cost
$34,820
Gross Sales
$83,556
CPA
$104
ROMI
1.40
MEASUREMENT
Awareness & Engagement Metrics
Financial Metrics
Impressions
MQLs & SQLs
Visitors (Clicks to Site)
CPL
CTR
CPA
Social Media Engagements
CAC
Email Opens
Opportunities
Email Click-Throughs
Closed-Won Opportunities
Field Guide Downloads
Revenue
DIRECT MARKETING LISTS
List
Size
CPM
Marketing Professionals by Job Title/Function Mailing List
122,920
$100.00/M
Marketing Managers and Media Directors Mailing List
108,332
$100.00/M
Advertising Agencies Mailing List
20,781
$100.00/M
Advertising Professionals Email Database Mailing List
20,458
$200.00/M
MarketingProfs Email Database - Social Media Email List
112,000
$300.00/M
SocialMarketingWeek.com Email Email List
174,288
$250.00/M
Advertising Industry Source from OmniChannelBase Email Email List
38,398
$375.00/M
APPENDIX INSIGHT’S PERIODIC TABLE OF B2B DIGITAL MARKETING METRICS
SEO
FREE TRIALS & FUNNEL
44%
17%
18%
SaaS Firms with Freemium Model
SaaS Firms with 14 Day Trial
CTR, 1st Result Organic Search
SEM
WEBSITE
20%
6-7%
41%
16%
41%
CTR, 2nd Result Organic Search
CTR - Google Adwords
Traffic From Organic Search
Traffic From Paid Search & Refferal
SaaS Firms with 30 Day Trial
8%
0.1-0.2%
50%
10%
CTR, 3rd Result Organic Search
CTR - Google Display Network
Drop-Off Rate
Website Visitor To Free Trial Conv. Rate
3-4
25%
EMAIL MARKETING
24%
10-15% 20-25%
Gross Open Rate - Unique Open Rate Unique Open Rate - CustomerLists Prospect Lists - Prospect Lists
7-9% 0.9-1.0% 0.9%
SOCIAL 65% vs. 25%
0.21% 0.9-1.3% .025-.04%
1st vs. 3rd Email Open Rate Drip Campaign
Facebook CTR
B2B Promoted Tweets Eng. Rate
LinkedIn CTR
$1.70 vs. $4.89
2%
20-40%
8%
$5
$0.55-1.00
Organic Search to RL Conv. Rate
CTR - Mobile Banner Ads
Bounce Rate Prospect Lists
CTR - Prospect Lists
CTR - Customer Lists
CTR - Drip Campaigns
Facebook CPM
B2B Promoted Tweets CPE
Promoted Tweet Cost per Follower UK vs. USA
Page Views Per Visit
Free Trial to Subscription Conv. Rate
# Backlinks
$4-13
13%
21%
7%
2-3
$4
0.02%
0.16-0.23%
2-3
26%
CPC - Paid Search
CTOR Prospect Lists
Desktop CTOR Prospect Lists
Mobile CTOR Prospect Lists
Touches Per Month - Drip Campaigns
Facebook CPC
Facebook Like Rate
Promoted Tweets Follow Rate
Minutes Spent On Website Per Visit
Overall MQL to SQL Conv.Rate
7-9%
9%
5%
0.7%
2.2%
0.8%
24 Mo.
41%
Name to MQL Conv. Rate
Form Submits From Email
Form Submits From Social Media
Facebook RL Conv. Rate (Organic & Paid)
Twitter RL Conv. Rate (Organic & Paid)
LinkedIn RL Conv. Rate (Organic & Paid)
Website Complete Refresh Cycle
Pipeline Sourced By Marketing
34%
40-50%
20%
34%
4%
20%
6%
13%
Companies Using Content Syndication
Webinar Attendance as a % of Registrants
DMP Spent on SEO
DMP Spent on Search Ads
DMP Spent on Social Marketing
DMP Spent on Website
13%
22%
14%
8%
DMP Spent on Email Marketing
DMP Spent on Display Ads
DMP Spent on Marketing Automation
Other DMP Spend (SMS, Digital Events, Mobile Ads)
Largest Non-Social Driver of Rank
22-27% 2-4% 18-23% Form Submits from Paid Search to RL Conv. Rate Organic Search
Form Submits from Paid Search & Refferal
Legend: Conv. Rate: Conversion rate CPC: Cost per click CPE: Cost per engagement CPM: Cost per thousand impressions CTR: Click through rate CTOR: Click-to-open rate (unique clicks as a % of unique opens) Eng. Rate: Engagement rate DMP: Digital marketing program budget RL: Raw Lead MQL: Marketing-qualified lead SQL: Sales-qualified lead
10-15% 20-30% White Paper Conv. Rate
Webinar Conv. Rate
Program Budget Program Budget Spent on Content Spent On Marketing Digital Marketing
44%
7-10%
Firms Partially Outsourcing Content Creation
Program Budget
CONTENT MARKETING
Spent on New Lead Gen Tactics
BUDGET
c Insight Venture Partners 2014