A two-part presentation that provides real-world ideas on the evolution of digital marketing strategy. With a focus on connecting marketing investment with sales results, the presentation provides a case study on how Carpathia drove 3x ROI using digital marketing techniques.

1. Digital Marketing
Quantifying Digital Marketing Investments from!
"
Awareness through Sales!
Presented by Brian Winter"
Chief Marketing Officer, Carpathia Hosting!
Owner, Pyxl!

2. Marketing & Marathons:
Two Passions that Require Planning & Perseverance!
Established career in! USWeb
Marketing" Corporation
1995" 2000" 2004" 2008" 2012"
20 Marathons"
in 17 states!
C A R PAT H I A . C O M THINKP YX L.COM

3. Overview of Presentation"
PART I: Evolution of digital marketing strategy
with a focus on connecting marketing investment
with sales results."
PART II: Case Study on how Carpathia executed
on an integrated digital marketing strategy and
drove 3x ROI."
C A R PAT H I A . C O M THINKP YX L.COM

4. Reaching customers has never been!
More Difficult."

5. Many marketers treat “the Web” as a single
medium like “print” or “TV” or “radio”."
TV"
Print
" Web?"
Radio"
C A R PAT H I A . C O M THINKP YX L.COM

6. The fastest growing
segment of the web is"
Mobile."
C A R PAT H I A . C O M THINKP YX L.COM

7. Mobile Web growth has outpaced Desktop
Web growth 10x"
Mobile Internet"
10B+"
Desktop"
PC" Internet"
100M+ Units" 1B+"
1990" 2000" 2010" 2020"
Source: ITU, Mark Lipacis, Morgan Stanley Research.!
C A R PAT H I A . C O M THINKP YX L.COM

8. Mobile Introduces new complexity for
digital marketing"
Tablet
"
Desktop"
Smartphone"
C A R PAT H I A . C O M THINKP YX L.COM

9. Resulting in another evolution of Digital
Marketing"
V1" V2" V3" V4"
Online Broad Targeted Integrated
Presence" Engagement" Engagement" Engagement"
Basic information More information— Specific content for Specific content for
with limited depth.! expanding on existing specific audiences. specific audiences on
content & adding new Deeper engagement.! specific devices.!
content areas.!
C A R PAT H I A . C O M THINKP YX L.COM

10. What is Integrated Engagement?"
Reach"
Tailor web
properties to
Desktops, Tablets &
Smartphones.!
Content"
Optimize content for
Desktops, Tablets &
Smartphones.!
Context"
Content + Reach = Context !
!
Context = Better Engaged &
Qualified Prospects!
C A R PAT H I A . C O M THINKP YX L.COM

11. Integrated Engagement Campaigns"
Social Media" PR"
Landing Page"
Micro-site"
Email"
Landing Page"
Banners"
C A R PAT H I A . C O M THINKP YX L.COM

12. 4 Best Practices for Integrated
Engagement Campaigns"
1." Creating Checklists to Ensure Efficiency
& Consistency"
2." Designing Campaigns to Cash"
3." Using Dashboards to Drive ROI"
4." Designing for Desktops, Tablets & Phones"
C A R PAT H I A . C O M THINKP YX L.COM

13. Best Practice: Campaign Checklists!
q Key Messaging Doc" q Email Template(s)" q PR/Social Media"
q Copy/Stats! q Copy! q Press release(s)!
q
q
Key Marketing Goals!
Branding Guidelines – solo or co-branded!
q
q
C2As!
Header Image!
q
q
SM Plan Overview!
Dashboard
Get targeted
q Microsite" q
q Fact Sheet"
Marketo Implementation!
q
Creation!
AdWords Creation!
engagement
q CMS!
q Copy! q Copy! q Tracking Links! with Microsites"
q C2As! q Header Image! q SM postings!
q Additional graphics! q Facebook!
q Design!
q Images from outside vendors! q Spec Sheet" q Twitter!
q Co-Branding! q Copy! q LinkedIn!
q Google+!
q Live Chat! q Header Image!
q Case Study/Studies" q Advertising!
q Marketo forms!
q Copy! q CPC!
q Analytics Code!
q White Paper" q Banner Ad(s)!
q Favicon!
q Copy! q Size!
q Landing Page(s)"
q Additional Graphics! q Word count!
q CMS!
q Copy!
q Video"
q Copy!
q Print Ads!
q Size!
Go viral with
q
q
C2As!
Design!
q Design!
q Word count! interesting
q Music! q PowerPoint Presentations"
q Images from outside vendors!
q Animation!
q Copy! Infographics"
q Co-Branding!
q Blog Posts" q Design!
q Live Chat! q Co-
q Copy!
q Marketo Forms! Branding!
q Analytics Code!
q
q Featured Image!
Infographics"
q Reporting" Guarantee your
q Homepage Slider" q Weekly/Monthly!
q Copy! q Copy! audience can
q Design!
q Design!
q Images from outside vendors!
q Test All Platforms"
q Desktops!
reach you with"
q Co-Branding! q Tablets! Integrated
q Smartphones!
Campaigns!
C A R PAT H I A . C O M THINKP YX L.COM

14. Best Practice: Designing Campaigns to Cash!
Download Page"
Awareness & Conversion %" Qualified "
Lead Generation" Landing Page" Leads"
Banners"
Conversion %" Conversion %" Sales"
Emails" Conversion %" Funnel"
Conversion %"
Social Media"
Win %"
Print"
Wins!"
Contact Form"
C A R PAT H I A . C O M THINKP YX L.COM

15. Best Practice: Digital Marketing Dashboards!
Goals"
Tailor your
specific goals.!
Tracking"
Set up tracking
links & goals.!
Calculate ROI" Weekly Reviews"
Understand how the Meet with stakeholders
campaign is tracking to weekly to review
ROI targets weekly.! performance.!
C A R PAT H I A . C O M THINKP YX L.COM

16. Best Practice: Integrated Engagement; Design for Mobile!
Tablet:"
Less real estate, but
increasingly more likely
Desktop:" access point. Web
More real estate browsing still a part of
for content the experience.!
display, longer
time on site, but
less frequent
access.!
Smartphone:"
Least real estate,
focused, methodical!
Web browsing.
Hunting for specific
information.!
C A R PAT H I A . C O M THINKP YX L.COM

17. CASE STUDY!

18. Carpathia Hosting Overview"
• Leading provider of complex, compliant managed hosting &
cloud services to Enterprises & Federal Agencies!
• Headquartered in Dulles, Virginia!
• Global Data Center footprint including significant presence in Los
Angeles, Northern Virginia, Amsterdam, London & Hong Kong!
• Clients include Symantec, Cisco, Department of Defense, Gilt
Groupe, Spotify"
• One of the fastest growing managed hosting companies in the
United States; in run-rate revenue!
• Invested in marketing in 2007; Investing in
marketing in 2012!
C A R PAT H I A . C O M THINKP YX L.COM

19. Snapshot of Carpathia Marketing on Day 1"
AWARENESS" TRAFFIC"
?"
LEADS" SALES"
?" ?"
C A R PAT H I A . C O M THINKP YX L.COM

20. Current Digital Marketing Model"
Identify"
Capture"
Engage"
Activate"
Grow"
QUALIFIED LEADS"
C A R PAT H I A . C O M THINKP YX L.COM

21. Detailed Process & Systems Model"
C A R PAT H I A . C O M THINKP YX L.COM

22. Dashboard to Measure Results"
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Total 2011 Q1 2012 Q2 2012 YTD 2012
AWARENESSS
Number of Press
2 1 5 – 8 6 5 11
Releases
PR, Article & Social Media
123 50 48 16 237 3,122 6,244 9,366
Impressions (mm)
Banner Impressions (mm) – – – – – – 1 1
Total Impressions (mm) 123 50 48 16 237 3,122 6,245 9,368
ENGAGEMENT
Number of Campaigns 5 7 5 1 18 6 6 12
Email Clicks 358 431 89 2 880 265 179 444
Banner Clicks – – – – – – 1,583 1,583
Website Traffic (000s) 38 29 26 22 115 117 41 159
Filled out Form 50 48 61 90 249 151 221 372
MARKETING LEADS
Total New Marketing
169 349 111 98 571 254 367 621
Leads
% of New Customers from
98% 63% 35% 94% 63% 69% 100% 93%
Marketing Programs
C A R PAT H I A . C O M THINKP YX L.COM

23. Focus on Driving to Web Properties"
C A R PAT H I A . C O M THINKP YX L.COM

24. Optimize for Desktops, Tablets &
Smartphoness"
C A R PAT H I A . C O M THINKP YX L.COM

25. Infographics to Engage & Drive Traffic"
Pure
Infographics
megafilesgarden
C A R PAT H I A . C O M THINKP YX L.COM

26. Micro-sites/Weblets to Drive Targeted,
Deeper Engagement"
Services Focus"
Compliant "
Hosting"
Cloud" Services Focus"
Computing"
Equinix"
Partnership" Partner Focus"
Carpathia"
Government " Vertical Focus"
Solutions"
Phoenix"
Data Center
"
Geographical Focus"
C A R PAT H I A . C O M THINKP YX L.COM

27. Continuous impressions to activate
prospects"
Microsite!
White Paper &!
Landing Pages! Emails!
Fact Sheet!
Video!
Infographics! Print & Banner Ads! Website Slider!
C A R PAT H I A . C O M THINKP YX L.COM

28. Result: Significant Growth in Awareness
& Traffic to Web Properties"
900.0!
3,122.2"
800.0!
Spotify
700.0! Compliant Hosting Announcement"
Services
Announcement" 754.6"
ServerVault
Millions of Mentions"
600.0!
Acquisition" Vertical & IBX
500.0! Vault Marketing" 4,197.3"
Equinix Strategic
Alliance"
400.0! Release of 2nd 3,442.7"
Generation Cloud " 320.6"
304.1"
300.0! 257.8"
206.5"
200.0!
88.1" 118.3"
100.0! 50.3"
31.4" 38.6"
1.0" 11.5" 15.4" 51.3" 46.3"
37.9"
1.0" 10.5" 3.8" 16.0" 7.1" 11.8" 16.4"
0.0!
Q2 2009! Q3 2009! Q4 2009! Q1 2010! Q2 2010! Q3 2010! Q4 2010! Q1 2011! Q2 2011! Q3 2011! Q4 2011! Q1 2012! Q2 2012!
Cumulative Mentions! Mentions! Traffic!
C A R PAT H I A . C O M THINKP YX L.COM

29. Result: Direct Link from Marketing
Investment to Sales Results"
25% of all sales
tracked back to
marketing sources"
C A R PAT H I A . C O M THINKP YX L.COM

30. Ultimate Result: Quantifiable Marketing ROI"
$ $
$
3 $
Margin"
Every $1 Invested
in Marketing "
Yields nearly "
$9 in Revenue & "
$
$
1
$
$
$3 in Margin"
Marketing"
C A R PAT H I A . C O M THINKP YX L.COM

31. So Where Did We Start Back on Day 1?"
AWARENESS" TRAFFIC"
?"
LEADS" SALES"
?" ?"
C A R PAT H I A . C O M THINKP YX L.COM

32. And Where Are We Four Years Later?"
AWARENESS" TRAFFIC"
4B +"
impressions
"
# 2"
trafficked
site in
industry"
LEADS" SALES"
$ M+" 25 %
in pipeline
" of sales "
C A R PAT H I A . C O M
" THINKP YX L.COM

33. Define, Track & Drive Linkage between
Marketing Investment and Sales Results"
Define & Evolve Your!
1." DIGITAL MARKETING MODEL"
KEY MEASUREMENTS
2." Identify the
to measure the success of your model!
MARKETING
Constantly evaluate success by linking
3." INVESTMENTS to SALES RESULTS"
C A R PAT H I A . C O M THINKP YX L.COM

34. See something you want? Send email to:"
"
Brian Winter"
bwwinter@gmail.com!
Carpathia Hosting Inc. " Pyxl Inc."
21000 Atlantic Boulevard, Suite 500 ! 2099 Thunderhead Road, Suite 301!
Dulles, Virginia 20166 ! Knoxville, Tennessee 37922!
Carpathia.com! ThinkPyxl.com!
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