Presentation by Brian Winter, Chief Marketing Officer at Carpathia Hosting on Justifying Investments in Digital Marketing & Social Media including a case study on Carpathia Hosting marketing.
7. Digital Marketing Model; Driven by Social
Media & PR"
Driven by social media,
public relations, online
advertising
Quantified by traffic to
web properties, including
the company website &
focused microsites
Instilled through self-
paced and orchestrated
impressions
Fostered via web chat,
web form, email, phone
and/or social media
8. The Challenge, & Opportunity, is to Manage
the Gap in the Marketing & Selling Model"
9.
10. Carpathia Hosting Overview"
• Leading provider of complex, compliant & cloud hosting
services to Enterprises & Federal Agencies"
• Headquartered in Dulles, Virginia"
• Global Data Center footprint including significant presence
in Los Angeles, Northern Virginia & Amsterdam"
• One of the fastest growing managed hosting companies
in the United States; 75M+ in run-rate revenue"
• Clients include Symantec, Cisco, Department of Defense,
Gilt Groupe, Spotify"
• Acquired by Spire Capital in May 2008"
• Invested $20,000 in marketing in 2007 ($10,000 was on
shirts)"
22. The Ultimate ROI: Direct Link from
Marketing Investment to Sales Results"
25% OF ALL SALES
TRACKED BACK TO
MARKETING SOURCES"
23.
24. Identify the Purpose, Measure the Results"
Driven by social media,
public relations, online
advertising
Quantified by traffic to
web properties, including
the company website &
focused microsites
Instilled through self-
paced and orchestrated
impressions
Fostered via web chat,
web form, email, phone
and/or social media
25. Manage The Gap Between Awareness &
Sales—Few Direct Linkages "
27. Explore Kyoo: The First Web-based Tool that
Aggregates, Presents & Measures Social Media"
Account"
Time Frame"
Top Tweets
by reach" Mentions"
Most recent/
trending
feeds"
28. Define, Track & Drive Linkage between
Marketing Investment and Sales Results"
