Marketing’s Missing Links: Calculating the Cost & Benefits of Integrating Channels, Campaigns & Reporting

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Marketing’s Missing Links:Calculating the Cost and Benefits of Integrating

Channels, Campaigns & Reporting

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About Demand Gen Report

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Panelists

Janelle JohnsonDirector, Demand Gen

Act-On Software

Andrew GaffneyEditor

Demand Gen Report

www.act-on.com | @ActOnSoftware | #ActOnSW

Marketing’s Missing Links:Calculating the Cost and Benefits of Integrating Channels, Campaigns & Reporting

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of best-in-class B2B marketers integrate their email and social media campaigns, compared to an industry average of just .

- Aberdeen Research

65%

51%


What B2B Marketers are doing today• Invest in campaign tools

• Use cutting-edge technology

• Gather data about their products

• Create libraries of marketing content


The Real Magic: What they need to do• Implement holistic marketing campaigns and solutions

• Synchronize methodologies and tactics

• Link marketing components seamlessly

• Ensure elements compliment one another


7 Key Areas of Integrated Marketing Tactics


Key #1 - EmailChallengeMarketers continue to struggle with:•Reaching the right audience•Creating compelling content


Pro Tip: Include social network buttons in your marketing email.

Solution: Social Sharing OptionsHigher share rates of Emails with social media links vs. those without:•370% higher with LinkedIn•190% higher with Twitter

Key #1 - Email


Key #2 – Social MediaChallengeSocial media is a peripheral player*•7% think it is mature•89% think it is not a major lead source

* 2012 eMarketer


Solution: Social Media’s StrengthAmplify marketing through SM• “Share” and “Like”• Live event hashtags (#)• Monitor conversations• Nurture relationships

Pro Tip: Keep social media posts “fresh” and “relevant” with choice bits of content.

Key #2 – Social Media


ChallengeGenerating buzz for webinars and webcasts•Most effective marketing resource•Valuable source of information

Key #3 – Online Events


Solution: Gift that keeps givingMake webinars• A source of useful content• Augment marketing campaigns• Fodder for blogs and social media• Compliment white papers• Available 24/7

Pro Tip: Use an online event management tool that provides detailed analytics on registrations, attendance and participation.

Key #3 – Online Events


ChallengeBlogging efforts seem uncoordinated•Marketing campaigns are disconnected•Posts are random and ineffective

Key #4 – Blogs


Solution: Relevant blog contentBlogging is a strong SEO tool • Update blog posts regularly• Reference integrated campaign

content• Include a call to action

Pro Tip: Create an editorial calendar and coordinate blogging with campaign efforts.

Key #4 – Blogs


ChallengeGeneric web pages are not effective• Leads go to wrong content• Prospects get lost or bored• Opportunities leave

Key #5 – Landing Pages


Solution: Dedicated landing pageSend prospects to campaign dedicated pages• Test and tune to boost conversion• Provide a specific offer• Create a call to action• Tie campaign elements together

Pro Tip: Use a tool that creates track-able, unique URLs to tie landing pages to specific campaigns or content.

Key #5 – Landing Pages


ChallengeWeb visitors are anonymous• Unable to tie to a specific campaign• Unknown which search term was used• Unclear how they found company

Key #6 – Web Site Intelligence


Solution: Track incoming visitorsCorrelate traffic to marketing campaigns• Unique URLs for email/social media• Enable cookies• Track referring URLs

Pro Tip: Use web site intelligence and analytics to identify individual leads and site activity.

Key #6 – Web Site Intelligence


ChallengeWeb intelligence tools are incomplete•Channel strength?•Channel effectiveness?•Prospect to qualified lead ratio?

Key #7 – Integrated Analytics


Solution: Use the right analyticsUnderstand your marketing campaigns:• Content you intend to use• Channels and platforms you will

employ• Results you want to get

Pro Tip: Know what you want to measure in your campaigns before finding a solution.

Key #7 – Integrated Analytics


Integrating your marketing efforts gives you a range of tools and tactics that work

together to amplify your results.


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Q&A // Submit Your Questions

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Q&A // Panelists

Janelle JohnsonDirector, Demand Gen

Act-On Software

Andrew GaffneyEditor

Demand Gen Report

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Marketing’s Missing Links: Calculating the Cost & Benefits of Integrating Channels, Campaigns & Reporting