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www.act-on.com | @ActOnSoftware | #ActOnSW
Blurred Lines: Where does marketing end and sales begin?
Atri Chatterjee Chief Marketing Officer Act-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW
Great Success Stories
• Brands developed over decades around compelling products
• Franchises built using traditional techniques
www.act-on.com | @ActOnSoftware | #ActOnSW
Sales takes down deals
Traditional Marketing and Sales
Marketing provides air cover
www.act-on.com | @ActOnSoftware | #ActOnSW
But the Buyers Journey has Changed…
• Buyers are doing more research
before they call you
– 78% start the buying process with a web
search
– 50% turn to social media and peer
reviews
Source: DemandGen Report
1. Understand & build your strategy around this journey
2. Optimize your lead-to-revenue at each stage
3. Use buyer behavior to trigger actions
4. Tie marketing and sales closely together
5. Measure and improve
www.act-on.com | @ActOnSoftware | #ActOnSW
Reaching Today’s Buyer Requires a New Approach
Awareness Consideration Preference Purchase Loyalty
• Content
• Advertising
• PR & AR
• Social
• Events
(virtual & physical)
• Content
• Social
• Blog
• PPC
• Partners
• Trials
• Content
• Webinars
• Freemium
• Nurturing
programs
• Content for
customers
• Product
Training
• Customer
forums
• References
• Advocacy
• Social
• User groups
• Referrals
• Satisfaction
www.act-on.com | @ActOnSoftware | #ActOnSW
Content is Key to Awareness and Consideration
Develop a curriculum and content plan
that matches a buyer’s journey.
Become a trusted advisor by
educating before selling.
Get found by optimizing your content for
search engines.
Use paid advertising to bolster organic
search.
Reinforce content across multiple
channels.
Engagement is Essential in the New Journey
Multiple Channels
• Engagement through multiple
channels
• Follow the buyer’s journey
Continuous Process
• Engagement is a continuous
process
• Nurturing is essential
www.act-on.com | @ActOnSoftware | #ActOnSW
Flycast Partners provides IT Service Management consulting and implementation services.
Bill Doucette, Principal
Digital Footprints Show What Buyers Want
“Website visitor tracking shows you what buyers are interested in, by reporting what pages they visit and how much time they spend. If a prospect downloads a product brochure or whitepaper, we see that action and now have context for a conversation”
www.act-on.com | @ActOnSoftware | #ActOnSW
Online marketplace for voice talent and buyers
Ben Jackson, Director of Sales & Marketing
“I love drip campaigns. It’s like creating a ‘choose-your-own-adventure’ novel; your clients determine what information they want to receive… and we can keep all of our information relevant to the needs of each of our clients at that point in time…”
Drip and Nurture Campaigns Keep Prospects Engaged
www.act-on.com | @ActOnSoftware | #ActOnSW
Intelligence
• Use every engagement opportunity to learn more
• Build a profile that combines demographic and behavior information
• Gathering intelligence will save sales time and guide them to choose the right talk track
www.act-on.com | @ActOnSoftware | #ActOnSW
Cornerstone is a travel technology company helping creation, execution, and analysis of travel reservations.
Alan Minton, SVP, Sales & Marketing
Integrating Marketing & Sales Shows the Whole Picture
“Cornerstone integrates email marketing, customized landing pages, website visitor tracking, webinar management, and triggered campaigns. Cornerstone has seen a 22% increase in email open rates. The clickthrough rate has jumped from 1.4 to 2.6, an 86% increase. And total sales due to marketing programs are up over 7%...”
www.act-on.com | @ActOnSoftware | #ActOnSW
But Winning Customers is Only the Beginning
• Happy customers are inspired
customers!
– It costs 6 – 7 times more to sell to a
new customer than to an existing one1
• 70% of buying experiences are based
on how the customer feels they are
being treated2
• Organizations where marketing and
sales are aligned were 38% better at
winning customers than those that
were not3
Source: 1)Bain & Co.; 2) McKinsey & Co; 3) Marketing Profs research
www.act-on.com | @ActOnSoftware | #ActOnSW
And Measuring Your Results is Key…
www.act-on.com | @ActOnSoftware | #ActOnSW
Change the Process & See the Results
LEADS OPPORTUNITIES CUSTOMERS ENGAGED CUSTOMERS
ADVOCATE & FAN
Marketing Responsibility Sales Responsibility
Engagement throughout the customer lifecycle
www.act-on.com | @ActOnSoftware | #ActOnSW
1. Create a strategy
2. Start the dialogue with team
3. Start simple, but execute often
4. Measure and refine
5. Continue to streamline
processes with tools
Getting Started
www.act-on.com | @ActOnSoftware | #ActOnSW
Next Steps
Learn More
Call +1 (877) 530-1555
Email [email protected]
Web www.act-on.com