Inbound Marketing Summit | June 12, 2012

Align Staff and Agency to Accelerate Success:Zenprise and Webmarketing123 SEO/PPC Case Study

About Webmarketing123

Providing:› Search Engine Optimization

› Pay-Per-Click Management

› Social Media Marketing

Custom KPI-based Scorecards

Hundreds of Educational Webinars

Proprietary Attribution Tool

120+ Clients

About Zenprise

The leader in secure

mobile device management

Zenprise gives IT peace of mind, lets

executives take their businesses mobile, and

makes employees productive while on the go.

› Protects sensitive corporate data

› Shields networks from mobile threats

› Positioned as a leading innovator by Gartner

and Forrester

› Headquartered in Redwood City, California

› Backed by top VCs (e.g., GreylockPartners,

Ignite Partners)

Zenprise’s Challenge

Fiercely Competitive Industry Web-savvy competitors

Hotly contested keywords

Small (but mighty!) Marketing Department Lacked bandwidth for campaign mgmt

No time or tolerance for delays

Sought an Agency Partner with: Metrics-focused track record

Ability to move fast and scale

Skyrocketing adoption of smartphones and tablets

Bring Your Own Device & Consumerization of IT

+=

Carpe Diem Mode of Operations

Top Goals

Increase lead volume― but not at the price of quality

Improve PPC efficiency― CPL under previous management was not good

Outrank competition

Speed up execution

The Webmarketing123 Approach

Analyze and understand your business

Establish meaningful KPIs and benchmarks

Execute, measure results and optimize

The Webmarketing123 Approach

Analyze and understand your business Established relationship with Zenprise to understand their

business, their customer and initiate spirit of partnership

Evaluated existing SEO and PPC efforts

Conducted in-depth keyword and competitor analysis

The Webmarketing123 Approach

Collaborated to establish performance benchmarks and timelines

Utilized scorecard to create realistic roadmap

Establish meaningful KPIs and benchmarks

The Webmarketing123 Approach

Leveraged domain expertise and strengths of in-house team

Immediate steps taken in on-page and off-page optimizations

Execute, measure results and optimize

The Webmarketing123 Approachand Why This Worked for Zenprise

Analyze and understand your businessDon’t skimp here, but leverage in-house strength and build agency strength over time.

Know how you’re going to be judged. Get early wins under your belt and don’t try to boil the ocean.

Establish meaningful KPIs and benchmarks

Execute, measure results and optimizeAvoid analysis paralysis and take calculatedrisks when pushing to move faster. Establish search as a company-wide endeavor.

Results In 90 Days60/

152% Increase in Organic Traffic forMost Important Keyword

SEO From #17 to #3 on Google123

23% Increase in Organic Traffic

51% increase inNon-Branded Organic Traffic

SEOSEO

9

13 12

15

SEO

66% Increase in Number of Keywords on Page 1 of Google

95% of all clicks happen on Page 1 (Forrester)

Before After 60 Days

November December March April

Doubled Conversion VolumeCut Cost Per Conversion in Half

PPC

Cost Per Conversion

Conversion Volume

5x Improvement in Pipeline Generated for Every Dollar Invested in SEM

$ $=