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Kathleen Brush, chief marketing officer of WebTrends, webtrends.com, has been the senior marketing executive at several enterprise software companies including WatchGuard Technologies, Stamps.com and Websense.

Brush has a Ph.D. in Management and International Studies and is a published author on business and marketing strategy.

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Want a 1,200% ROI Improvement? Read on …

Written on
April 25th 2008
Author
by Kathleen Brush  |
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Mid-September. Webcast 1 is executed and a recorded copy is placed on the landing page. An EDM is sent to the 3,000 registrants who have requested notification of the recorded webcast. Immediately following the webcast, a pop-up message asks if the prospect would like to receive product or pricing information; a second popup offers a link to a blog set up to discuss the content of Article 1/Webcast 1. The former will result in a lead placed in a sales person’s queue; the latter is a source of feedback for improving future webcasts and is also a good indicator of who was still seated at their desk when the webcast ended.

Any time the article is downloaded, the same popups appear. Whenever a visitor is presented with a registration page, if they do not complete the process, a final popup asks them to comment about why they have abandoned the process.

30-day Metrics for Phase 1:

(1) Landing page views and visitors: 10,000
(2) Article downloads: 3,000
(3) Engagement (i.e., average time spent on the website): five minutes
(4) Product-specific page views: 2,500
(5) Registrations for webcasts; sign-ups for mailing list; requests for product or pricing information: 1,000, 4,000, 50
(6) Webcast views; complete webcast views: 1,000, 750
(7) Paid search click thrus; conversions; ROAS: 2,000, 1,000, zero
(8) Organic search results: 1,000
(9) EDM 1 open rates; click-thru rates: 20%, 10%
(10) EDM 2 open rates; click-thru rates: 30%, 20%

In the first phase of this integrated campaign, there are six possible unique touch points. The true number of touch points is more than twice this amount, because: (1) the article is featured in a 3rd-party publication, as well as on the Web site. (2) The webcast is offered live and canned. (3) the article and the webcast are promoted through direct marketing, paid search, organic search, journal publication and blog posts.

If any of the metrics are not met, it’s time to review what is and isn’t working. For paid search, the evaluation of keywords is something that must be done early and often. Anytime keywords are not generating targeted conversions/ROAS, others should be tested. Google has enough money from people who don’t validate the results of their keywords. If article downloads or registrations are low, experiment by changing the creative content and headlines on the landing page. If webcast abandonment is high or article downloads are low, analyze blog posts to see if the materials are not being received well. If registration abandonment is high, review the comments by those that posted the reason for their early departure. If open and click thru rates are off, check the bounce rate and reevaluate the timing and test variations in the subject header and email content.



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Reader Comments.

Good article - but kathleen, you need a better picture taken!

Posted by Anonymous | 2:50 pm on April 25, 2008.

This article was an excellent plan and not the “advertoirial” I was expecting; it actually follows it’s own plan!

I am looking forward to the following phases, Webtrends deserves to “turn the corner” and if you follow your own advice I have high expectations.

Good luck Kathleen, with your experience you should nail it!

Posted by -FAN | 5:38 pm on April 25, 2008.

Where do I sign up for a “Kathleen Brush” feed?

Posted by Chris | 9:04 am on April 29, 2008.

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