Embed Size (px)
Citation preview
Stop Marketing in the Dark
You Can‟t Automate What You Can‟t See
August 17, 2011
Jeff Ogden, your presenter
STOP MARKETING IN THE DARK
A look back in time
Life used to be so simple
Changing technology
High-speed connections
Communication became electronic
New ways to connect
Result: Buyers are better informed than ever
• Buyers are overflowing with
information
• But:
• Fewer active buyers
• Longer buying cycles
• More people involved in buying
decisions
Exploding channels…yet stillmarketing in the dark
Marketing in the dark no longer works
** Sources: Sirius Decisions; Aberdeen Group
Only 20% of leads are followed up on
Only 16% of total
leads deemed sales-
ready, actually close
80% of “bad leads”
closed by
competitors within
24 months
Businesses struggle to find solutions to help them
with their outbound efforts
STOP MARKETING IN THE DARK
“Here to save the day!”
“Buy our software”
• 107% better lead conversion rate
• 40% greater average deal size
• 20% higher team attainment of quota
• 17% better forecast accuracy
Aberdeen Group - “Marketing Automation 101:
Ensuring Early Success with the Basics;
Maturing Your Deployment for Long‐Term ROI”
June 2010
It‟s really about visibility & people…
…Not MA SOFTWARE
“…B2B world slow to embrace marketing automation…analysts estimating less than 10% of companies currently utilize the technology.”– Marketing Sherpa
“We believe less than 25% of those who have marketing automation are taking full advantage of the system’s functionality.”– John Neeson, SiriusDecisions
Engage people – earn their trust
STOP MARKETING IN THE DARK
The problem:Visibility…or lack thereof
Website
Visitors there for a reason
• Who are you? For whom do
you work?
• Fill out our form please.
• Are you really a prospective
customer?
The problem:Access…visibility…focus
Social media
• Overwhelming # of
conversations
• Treat new-media like
old-media
• Wrong focus: followers/likes
vs. building relationships
• Limited ability to monitor/join
• Still untested waters
Missed opportunities
Website
It‟s your site, you should know:
• Why they came
• How to contact
Social media
You‟ll miss the party if you don‟t know:
• Who‟s talking about you
• Who‟s griping about something
you can solve
Results: Wasted opportunity to cultivate and convert those that are or could be interested in you!
Turning on the light – tools to make it happen
STOP MARKETING IN THE DARK
The opportunity:Turn on the lights!
• Know when leads,
customers are visiting;
what they‟re viewing
• Identify target contacts
from visiting companies
• Engage based on where
they‟re hanging out; how
interacting with you
It’s your site,
you should host it.
The opportunity:So many conversations…so little time
• Discover social media
conversations you should
be a part of
• Know appropriate party
behavior
• Engage based on
opportunities
How to engage:Put your best foot forward
Speak and Engage with
proper etiquette
• Be approachable, personable
• Leverage Influencers and
taste-makers
• Don‟t be pushy or overbearing
• Avoid prolonged silences
• Communicate on all channels
Insights about website visitors
Complete profiles of prospects
What you need to keep the lights on!
Turn visitors and conversations into conversions…
Must haves:
• Real-time website visitor visibility;
„they‟re here‟ alerts
• Conversation filters; quick posting
• Simultaneously post multiple channels
• Real-time lead profile; behavioral view
for sales engagement
Questions?
Stop Marketing in the Dark
Presented by:
• Jeff Ogden
• Aka The Fearless Competitor
• President, Find New Customers
• www.findnewcustomers.com
• (516) 495-9350
Stop marketing in the dark!Act-On marketing platform
World Class E-Mail
Marketing Core and
Deliverability
• 3rd Generation Email
• No Extra Cost for
Deliverability
Complete Set of Tools
on One Platform
• Drip, Web Analytics,
Landing Pages, Forms,
Scoring, CRM Integration,
Social Media, Reporting
and More…
• Focus Usability, Simplicity
and Manageability
Approach and Terms
that Work
• Start Simple, Automate
at Own Pace
• Affordable Pricing; Month-
to-Month Contracts
• Live Customer Support –
At No Additional Costs
Next steps:Tremendous opportunity
Learn more about Act-On
Join weekly demo: www.actonsoftware.com
Request 1x1 demo: [email protected] or
(877) 530.1555
Slides and recording will be made available.
