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Massachusetts Software & Internet Council
Annual Membership Meeting
Marriott Copley, Boston
Monday, January 28, 2002
BOSTON, MA - Good morning, I'm Greg Jarboe, the Vice President
and Chief Marketing Officer of Backbone Media. Founded in 1996, Backbone
Media is an Internet marketing company that specializes in Web site promotion,
search engine optimization, and e-mail services. We've been profitable
for the last three years and 2001 was our best year ever.
In the next two minutes, I could tell you how to get more
qualified leads at a fraction of the cost of a 30-second spot on the Super
Bowl. <grin> Raise your hand if you've already figured out how to
do that. (I thought so.)
Then, let me set the bar a little higher and tell you how
one of Backbone Media's clients got a 767% return on its marketing investment
in 2001 - during a recession. That's right - every hundred dollars that
International Poster Gallery spent with us last year generated $867 in
online sales.
How did we achieve this?
If you understand industry jargon, Backbone Media used a
combination of site optimization, search engine positioning, permission-based
e-mail, and search engine advertising on Google.
If you prefer plain English, Backbone Media used a couple
of Internet marketing tactics that provide a bigger band for your buck
- because they help qualified prospects find you instead of the other
way around.
Can Backbone Media provide you with similar benefits? Generally,
the answer is "yes" - but there are a few exceptions. For example,
we can't help companies that compete with Netegrity - because Netegrity
is one of our clients and we only work for one company per category.
But, I'm confident that Backbone Media can help most of
the companies represented in this room. If you are interested in optimizing
your marketing and sales efforts in 2002, see me after the meeting.
Let me close by thanking the Massachusetts Software &
Internet Council for giving me this opportunity to speak. And let me also
thank Joyce Plotkin for selecting Backbone Media to optimize the Council's
Web site and improve its search engine positioning.
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