ProblemStrategy Solution

Problem Slight decrease in sales Significant consolidation in industry Product 7-8x more expensive Little brand awareness-no prior marketing or budget Need to align business and marketing strategies and size the markets Analyze, evaluate and reallocate investments to most profitable, growth market

segments Web site is information clearinghouse-non revenue generating, non-converting No lead flow lifecycle management practices

Strategy Conduct feasibility study for integrating ERP, CRM and proprietary content

management systems Ensure CRM, marketing automation, lead management-CRM, and ERP systems

are integrated and positioned for growth Develop brand differentiation strategy (USP) for product messaging and value

proposition continuity Develop assets to support value proposition

ProblemStrategy Solution

Solutions Launching new web site integrated with Magento, Macola Synergy and Marketo Conducted primary and secondary research to identify customer perceptions

industry trends, demands and differentiation strategies Executed value proposition, brand and product messaging used product and

market segment marketing Developed performa’s to support fund reallocation to demand generation by

segmentation, direct marketing, asset development and sales organization growth Developed assets to support value proposition and demonstrate cost benefit and

performance value (10:1) Implemented performance guarantee Developing 5 market segment marketing and social media plans Developing user groups for prospect/lead conversion

Examples

Solution Examples Launching new web site. Site under construction. Executed value proposition, brand and product messaging used product and

market segment marketing Developed assets to support value proposition and demonstrate performance

(10:1). See CVAs and video demos Implemented performance guarantee Development of 5 market segment marketing and social media plans Development of user group communities for prospect/lead conversion Determined key words phrases for ranking and bidding (SEO and paid) Identified budget and ROI Developed integrated marketing automation and lead flow management practice

Website Revamp & Sizing of the Market

@pvolio

Site Feasibility and Needs Analysis• Prioritized and Ranked Objectives- Determined eCommerce Objectives • Identified Data Requirements- Desired vs. Required Content & Elements• ERP/CRM/Marketing/Content Integration • Frequency of Updates• Key Words Phrases for Ranking and Bidding (discovery,) • Success Criteria Weights• Reviewed Competitive Sites• Identified Budget

Organic vs. Paid $1200 per mo. budget

@pvolio

• Non converting Google Adwords PPC (keywords that didn’t convert with >=100 clicks)

• Under performance of PPC • Keyword Discovery- organic rankings• Helps target keywords that convert across both PPC & SEO.• Social Media Performance Report-social media sites the refer most traffic• Organic vs. pPaid-Isolates any keyword or keyword bucket to determine

which medium is responsible for the most traffic.• Top Converting, Higher Traffic Keywords Report

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TPC Organic vs. Paid $1200 per mo. budget

@pvolio

• Non converting Google Adwords PPC (keywords that didn’t convert with >=100 clicks)

• Under performance of PPC • Keyword Discovery- organic rankings• Helps target keywords that convert across both PPC & SEO.• Social Media Performance Report-social media sites the refer most traffic• Organic vs. Paid-Isolates any keyword or keyword bucket to determine

which medium is responsible for the most traffic.• Top Converting, Higher Traffic Keywords Report

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Lead Lifecycle Management

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• Market Segment Analysis• IIR- One Lead Source

Goal 2:1 (min. ROI)• No lead to close tracking via

CRM• New Multi-Channel Lead

SourcesGoal 5-10:1

Lead Lifecycle Management & Budget

@pvolio

• Closed Loop Lead Management Tracking• Budget

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ProblemStrategy Solution

Problem Launching two products at one time in highly competitive, fast growing and

leveraged market Needed to demonstrate sales and ROI to investors to expand product line Limited budget- Size and prioritize investment markets for marketing

investments, ROI and distribution Competitors outspending EyeScience 1000:1. Needed to position EyeScience as

leader in ocular nutrition on limited budget Needed retail distribution for reach and exposure No unique product positioning and messaging (ocular nutritional supplements) Needed justifiable product marketing plan and budget Generate revenue from all four channel in short timeframe

ProblemStrategy Solution

Strategy Utilize the AREDs Study to support formulation Distribute (B2B & B2C) Support CVS distribution, pricing, shipping and

marketing partnership Position EyeScience as thought leader and source point for answers to

ocular supplemental therapy Determine size of the market, geography for marketing investments Redesign packaging to respond to customer inquiries and needs Revamp website content to better educate customers and care givers,

support sales cycles, an support learning center Develop and execute an scalable, repeatable marketing formula to

anticipate investement and ROI by geography and demography Use marketing assets to educate, inform and motivate trial Implement a money back guarantee

Solution

Solution Examples

Published and marketed AREDs based book with television coverage Distributed both products via direct-to-consumer, online, direct to physician and OTC Completed investment analysis and projections of all US DMAs to determine top markets with

greatest penetration of 55+ female and 65+ male/female Developed and execute an scalable, repeatable marketing formula to ensure proportionate

investment for ROI by geography and demography Endorsed Dr. Samuel as well published and respected leading opthomologist as thought

leader and spokesperson Converted web site into into science-based source for answers to ocular supplemental

therapy via videos, testimonials, research results, and EyeLife blog Executed dosage tracker, money back guarantee and free 30 day trial to stimulte trial Redesigned packaging to be more readable, answer frequently asked questions, and include

1800 number for inquiries Revamped website with customer, care giver, physician educational content to include

science videos, statistics, formulation information, physician price profit calculator. Improved conversion 100% with improved SEO strategy

Generated a 3:1 return on investment

Solution

Solution Examples

Launch /Website

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Sizing & Prioritization of Markets for Distribution & Marketing Investments

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This represents states A-M only. The same sizing and and CMS overlay data analysis was completed for AMD product.

ProblemStrategy Solution

Problem A start-up launching 8 connectors (products in 6 months) Company still seeking investors Hundreds of software competitors- nChannel is cloud-based Few installed customers Significant customer backlog No marketing budget until 2013 Low site traffic and conversion Current webinars not driving registrants SEO is lacking/ no paid (PPC) Need for demand generation and lead nurturing (over 1200 active

prospects) Market still does not fully understand cost saving and operational

value of retail systems integration Subscriber pricing structure still not fully understood by prospects

ProblemStrategy Solution

Strategy Market centralized, cloud-based ability to connect and sync data from existing

systems Develop referral program Prioritize product marketing efforts based on market size and multi-channel master

system penetration Develop a theme (pain point) based social media SEO strategy to improve traffic and

conversion Convert live webinar content into shorter video series for more frequent promotion

and SEO improvement Develop white paper, checklists, case studies and user best practices-retail expert

content Develop relationships with Microsoft Dynamics, user groups reviewers and experts Become Microsoft ISV myERPcloud partner Develop ongoing prospect and reseller conversion and lead nurturing campaigns Create useful promotional kit content for use on reseller sites Market no monthly service or renewal fee subscriber benefits

Solution

Solution Educate prospects about the benefit of cloud-based solutions vs. legacy software

that will soon be obsolete via blogs, new website content and revised data sheets Deliver deferred payment option to current customers providing viable referrals Develop blog calendar to address ERP, eCommerce and POS issues regarding

expensive software, manual duplicate order, acuracy issues Segment prospects based on implementation projection, need and product demand

for email communications Unique landing pages for each campaign (tracking response, and conversion) Executed a series of short ERP and eCommerce videos to generate live demos Wrote and executed white papers, Microsoft guest articles and blogs posted on

Microsoft user group sites and ranked 1-2-3 by Google. Fulfilled Microsoft ISV myERPcloud partner industry and category portal with data

sheets, technical blogs, white papers and retail chain case studies Executed weekly prospect, reseller and prospective reseller campaigns focused on

Microsoft Dynamics POS, ERP and eCommerce (eBay, Magento and Amazon) integration business benefits.

Tracked and reported on Google analytics for improvements and corrections

ProblemStrategy Solution

Campaign Settings Geo Settings Dayparting Keywords Match Types 13 Month Trends of

Campaign, Ad group & Keyword Key Performance Indicators (KPIs)

Negatives Conversion Tracking Destination URLs Tracking Strings Budget Historical Non-Converting

Keywords Organic vs Paid KW

Performance

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KW = KeywordCatch top 10 Google mistakes is tremendous value

Solution

Account Set Up 13-Mos Historical Data Google Adwords KPI trends Google Analytics KPI trends PowerPoint

Identifies mistakes Recommendations

Ongoing: Monthly Performance Monitoring

Determine if once updates are made to Adwords campaign, key performance indicators (KPIs) are improved

Quarterly post-audit check up consultation included in performance monitoring & reporting

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Paula Volio

Phone – 614-4881429 (office) Cell – 614-432-1429 (cell) Linkedin.com/pvolio @pvolio

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