ExtraHop Digital Advertising Results
Increase quantity and quality of net-new customer leads that turn into opportunities and pipeline value compared to vendors from the past -- with the exact same PPC budget that the previous vendors received.
Increased pipeline value by 74% Year-over-Year, a $1.7 million improvement, with the same budget.
How we got there: The key drivers that led to our collective success were:
- Audience Segmentation & Targeting: Instead of remarketing general creative to a broad audience, we began to segment visitors to the website into different campaign buckets based on engagement, content viewed and number of visits to extrahop.com
- Early Access to Bid Strategies for Display Advertising: As a Google Premier Agency Partner, MKG Marketing has access to a dedicated Account Development Representative as well as an Account Strategist. Our Account Strategist was able to grant early access (before any other advertiser!) to Google’s Smart Display tactic, a tactic that had extremely economically CPC pricing and high CTR’s, driving efficient clicks that converted to leads on ExtraHop.com
- Shift in measurement model: ExtraHop lost their in-house digital analyst and, as a result, needed support to model their measurement strategy across different process, people and systems. We led the charge to integrate their marketing stack; from web analytics (Google Analytics) all the way through to Salesforce pipeline reporting
Adam is one of our digital advertising experts, specializing in paid social, search, and display. He prides himself on testing constantly, always looking for the best combination of audience, messaging, and keywords.
Christian has over 11+ years of digital marketing experience and specializes in SEO - specifically front end website optimization to make sure you content resonates with your audience and search engines. It's a balance he has mastered.
Jenna has over 8+ years of experience in account direction. She leads the team in projects balancing between clients needs and her team's well being. She puts her people first and sets clear expectations with the clients so they know exactly what they're getting and when.
Jessica Ward is an Account Director with a specialty in Digital Advertising which helps her lead her team in not only project management and process, but also in strategy allowing her to support the PPC team in full understanding of what they need to accomplish and guidance on how.
As a Digital Marketing Strategist Karl works across the entire team supporting each member in whatever they need from keyword research, to pulling reports, to writing messaging for both digital advertising and SEO. A jack of all trades who is looking to hone his skills a Omnichannel Expert.
Kerry has been in digital marketing for 11+ years. Having started the agency in 2011 she wanted to put her focus on building a flat organization to mitigate overhead costs and red tape as well as build a culture where her people's needs really are put first.
Mike Krass started in digital advertising pulling the levers for digital advertising and realized there is a big disconnect between the strategy and business outcomes. In starting MKG his focus has been to ensure brands are using their marketing dollars to meet real measurable KPIs.
Spencer's number one concern is accuracy. The source of truth for all your marketing efforts. He believes that if you're analytics must be set up properly to really know what is generating revenue and meeting your business outcomes.
Tammy digs deep into any website she touches to make sure that Google is ranking her client's websites properly. She believes without a good technical foundation all the work and effort you put into being ranked is not meeting it's full potential.