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Description
Update from Matt Nguyen and Leslie Stinson where we talk about:
- Tests running on paid social
- Localization campaigns being run
- Ad testing initiative for FY22
- Some updates about media spend for FY22 and the addition of non-brand SEM and Public Sector
- Digging into INQ to MQL conversion rate drop-off
- Webinar that David DeSanto led on ISSA https://www.brighttalk.com/webcast/17523/461041
- Using view-through conversions to show impact in display ads, outside of just direct response performance (Stack Overflow test case)
A
Hi
everyone
matt
nguyen
here
with
leslie
stinson,
just
giving
our
bi-weekly
update
on
the
digital
marketing
side.
So
we'll
try
to
do
these
videos
a
little
bit
more
often
to
kind
of
tell
you
how
things
are
going
on
the
paid
digital
side
on
demand
gen,
some
programs
that
we're
running
performance
and
whatnot
since
we're
starting
our
new
fiscal
year.
B
Cool
thanks,
matt
I'm
going
to
try
to
avoid
my
cat.
It's
like
keeps
rubbing
up
against
me.
So
I'll
start
off
with
an
update
on
some
tests
that
we
started
in
I'll
start
out
with
the
not
so
good
which
is
carousel
ads.
We
still
have
much
to
learn
so
we
tested
carousel
ads
with
ci,
and
I
worked
with
agnes
to
curate
a
selection
of
assets
to
feature
within
those
ads.
B
So
by
offering
a
variety
of
offer
types,
the
user
has
the
option
of
engaging
with
the
asset
that's
most
relevant
to
them.
Obviously
that
front
end
engagement
alone
gives
us
insight
into
which
offer
creates
more
of
a
response.
But
unfortunately
the
test
isn't
going
great.
Our
cpi
is
around
260,
whereas
our
paid
social
average
for
q4
was
around
90.
So
keeping
in
mind
that
one
of
the
offers
is
an
on-demand
webcast
and
bright
talk.
B
B
B
So
with
that
I'll
head
on
to
my
next
topic,
so
new
localized
campaigns
hold
on
okay.
Here
he
is
so.
We
recently
launched
two
campaigns
that
are
entirely
localized
for
their
specific
sub
region.
The
first
one
was
launched
in
january
for
japan.
It's
a
linkedin
legion
form
campaign
with
so
it's
the
creative
ad
copy,
the
offer
the
landing
page
the
nurture
all
of
it
is
within
japanese,
so
the
performance
has
been
less
than
optimal
compared
to
our
english
campaigns
in
other
regions.
B
So
stay
tuned
so
probably
have
more
new
developments
for
the
next
quarter.
The
next
localized
campaign
it
just
launched
this
morning
for
japan,
it's
going
to
be
an
end-to-end
localized
experience
for
our
french
audience,
focusing
on
the
ciu's
use
case.
My
cat
just
bit
me
it's
a
little
too
early
to
tell
since
it
just
launched
this
morning
how
the
performance
is
going.
B
B
Basically,
like
you
know,
what's
the
right
recipe
when
it
comes
to
composing
an
ad
that
really
sparks
a
response
and
we'd
really
love
to
share
our
insights
with
other
departments,
you
know
such
as
our
product
marketing
team,
so
more
of
us
can
see
what
our
audience
resonates
with
what
it
like
when
it
comes
to,
like
you,
know,
messaging
and
pain
points,
so
so
that's
a
q1
project
who
knows
when
it's
going
to
be
fully
complete
but
we'll
definitely
keep
you
updated.
The
last
thing
I
want
to
talk
about
is
really
brief.
B
It's
about
abm
and
demand
base
and
our
alignment.
So
we've
started
these
monthly
syncs
with
the
abm
team,
so
we
can
discuss
how
both
teams
can
fully
utilize
demand
based
moving
forward
that
supports
both
digital
marketings
prospecting
and
top
of
funnel
goals,
and
then
also
abn's
tiered
account
strategy
and
mql
the
sao
goals.
B
B
So
we're
really
excited
about
this
alignment
and
hopefully
we'll
be
able
to
share
more
detail
or
give
more
shape
to
this
alignment
on
our
next
update.
I
think
the
last
thing
is:
you
should
check
out
our
handbook
page
soon.
We've
made
so
many
changes
right
now,
it's
in
working
in
progress,
but
we
have
updated
it.
So
a
lot
of
outdated
information
is
out
of
there
and
we're
starting
to
add.
A
Sounds
good
thanks.
Leslie
thanks
for
the
update
so
often
running
fiscal
year
22
we
are
hitting
the
ground
running
on
the
paid
digital
dimension
side
of
things.
So
we
have
media
plans
set
up.
Pmg
is
up
and
going
there's
a
few
things
that
we're
adding
to
the
mix
that
we
weren't
necessarily
focused
in
too
much
on
last
year.
A
One
of
those
is
around
a
paid
search
so
sem
primarily
last
year
we
put
more
focus
on
our
brand,
a
paid
search
through
through
pmg
and
what
we're
running
and
now
that
we've
kind
of
tested
a
number
of
different
things.
We
decided
to
open
up
a
non-brand
again,
just
just
as
we're
looking
through
the
data
and
we're
noticing
that
there
is
a
good
influence
as
far
as
a
stronger
mql
to
seo
conversion
rate
when
paid
search
is
considered
in
the
in
the
mix.
A
So
we'll
see
how
that
aligns
with
the
the
gtm
motions,
but
so
far
so
good.
So
that's
one
of
the
areas
where
we're
spending
against
that
we
weren't
super
strong
in
spending
in
last
year.
The
other
area
is
actually
having
a
digital
budget
around
public
sector,
so
we're
connecting
pretty
closely
with
jenny
on
the
campaign's
team
on
trying
to
understand.
A
So
a
lot
of
great
ideas,
we're
looking
to
mdc
with
linkedin
in
february
to
get
started
and
see
how
things
play
out
from
there.
So
a
lot
of
great
things
happening
a
lot
of
things
we're
super
excited
about
when
the
go
to
go
to
market
motions,
roll
out
and
so
stay
tuned
as
we,
we
continue
to
grow
that
program.
A
One
of
the
areas
that
maybe
not
as
great
news
around
our
our
performance
with
with
dimension
is
we're
trying
to
chase
this.
This
issue,
where
we're
seeing
a
lower
inquiry
to
mql
conversion
rate
and
there's
a
lot
of
things
that
kind
of
played
into
that
right.
So
generally
pre,
I
think,
around
prior
to
november
our
average
inquiry
to
mql
conversion
rate
was
around
25
right
now
we're
running
about
17
starting
in
november,
and
we
see
a
little
bit
of
a
drop-off
happening.
Let's
say
a
little
bit
of
drop-off.
A
Like
what
like
out
of
those
things
like
what's
causing
like
this
drop
in
inquiry
to
mql
conversion
rate,
things
are
starting
to
come
back
like
we
saw
a
pretty
low.
I
think
we're
at
10
in
in
december,
or
coming
back
up
january,
was
around,
I
would
say,
18,
but
not
nearly
as
close
to
the
25
experience
previously,
so
we're
digging
into
that.
A
But
hopefully
we
have
better
news
next
in
the
next
update
that
we
give
some
things
that
we've
been
doing.
That's
exciting
is
getting
into
like
more
publisher
and
media
habitats,
where
developers
and
people
within
a
specific
segment
or
not
segment
discipline
or
are
hanging
out
and
doing
engagements
there.
One
of
those
being
issa,
which
is
a
security
organization,
it's
information
systems,
security
association,
so
we're
able
to
engage.
We
did
a
webinar.
A
I
believe
yes,
last
week
and
david
de
santo
on
the
security
team
was
the
presenter
and
so
primarily
focused
on
the
audience,
is
focused
around
security
professionals
and
individual
contributors
and
a
lot
of
great
engagement,
I'll
link
the
the
video
down
below
in
this
video,
so
that
you
all
can
see
it,
but
some
great
information.
His
topic
was
around
shifting
left
and
a
lot
of
great
engagement
from
that
audience.
A
From
that
engagement,
we
generated
488
inquiries
that
came
through
that
program
which
actually
came
out
to
about
32
dollars,
cost
per
inquiry,
which
is
probably
one
of
our
better
performing,
or
at
least
one
of
the
more
efficient
programs
that
we've
run
as
far
as
publisher.
We're
still
pushing
that
into
salesforce
to
understand
if
that's
going
to
generate
any
pipeline,
but
so
far
so
good.
A
The
other
thing
that
I
want
to
share
is
around
our
programmatic
display.
One
of
the
things
where
we
can
leverage
within
our
program
at
display
is
a
platform
called
campaign
manager,
and
what
that
allows
us
to
do
is
have
a
platform
where
we
can
serve
ads
from
a
central
location,
and
what
that
allows
us
to
do
is
actually
not
just
see
conversions
coming
through
from
a
direct
response.
A
So
somebody
clicking
on
an
ad
and
filling
out
a
form,
but
we
also
can
see
something
called
view
through
conversions,
which
is
essentially
the
concept
of
somebody
on
a
website,
and
they
see
a
gitlab
ad,
but
not
click.
But
then
they
come
back
to
gitlab
at
another
time
and
perform
a
conversion,
and
so
we're
able
to
track
things
like
that.
A
What
I'll
share
with
you
right
now
is
something
that
we're
doing
with
stack
overflow,
because
that's
a
media
habitat
where
awareness
is
really
important
for
us,
but
we
want
to
understand
the
efficacy
of
our
ads
being
there.
So
you
give
me
one.
Second,
I
will
share
my
screen
so
on
the
screen
here
of
stack
overflow.
A
So
you
can
see
here
this
very
interesting
data.
We
started
this
in
january
and
you
see
if
we
were
to
just
look
at
direct
response.
It
doesn't
look.
Great
conversions
are
pretty
low
in
four
conversions
comes
through
when
somebody
clicked
an
ad.
However,
the
interesting
part
is,
if
you
look
at
view
through
conversions,
there
is
an
impact
there,
somebody's
seeing
our
ad
and
they're
coming
independently,
going
to
gitlab
and
and
searching
around
the
site
and
for
performing
an
action.
A
The
other
interesting
thing
here
is,
as
we
look
at
the
total
conversions
free
trial
is
more
than
50
of
those
conversions
that
are
happening,
so
people
are
actually
interested
in
want
to
try
gitlab
out
so
some
very
interesting
data.
That's
coming
out
of
stack
overflow,
where
there's
a
bigger
influence.
A
That's
happening
there
versus
just
direct
response.
We
can
do
this.
We
can
use
a
campaign
manager
as
part
of
like
a
lot
of
our
display
engagements,
that
we
do
not
only
through
google
display,
network
and
db360,
but
then
also
publisher,
engagements,
where
we're
getting
ad
placements
as
well.
So
we're
trying
to
do
that
here
more
so
that
we
have
better
insights
of
like
the
impact
of
just
be
having
a
presence
on
these
websites.
A
The
other
part
of
this
is
like
I
know
what
some
some
of
you
may
be.
Thinking
is
like
okay,
great,
you
do
conversions,
but
how's
it
impacting
pipeline.
One
of
the
things
that
I
was
researching
is
that
there
is
an
integration
with
invisible
where
we're
able
to
add
view
through
conversions
through
campaign
manager
where
actually
apply
a
visible
touch
point
to
a
view
through
conversion.
A
So
I
have
an
issue
in
with
with
the
with
robert
to
figure
out
that
something
that
we
can
actually
incorporate
into
our
programs
and
integrate
into
visible.
So
we
can
see
the
impact
of
what
view
conversions
are
actually
doing
and,
if
that's
actually
generating
pipeline,
so
more
things
to
come
there.
The
things
that
were
making
me
nervous
was
this.
A
What
else
do
I
have
to
share?
I
think
that
is
it
from
my
end
again
we're
going
to
try
to
do
these
every
other
week
so
that
you
have
an
idea
what's
happening
on
the
the
digital
marketing
side.
If
you
have
any
questions,
feel
free
to
reach
out
in
the
demand
gen
on
slack
channel
or
you
can
hang
us
directly
but
I'll
share
some
of
the
the
key
links
in
the
in
the
comments
in
the
video.