How to Make the Most of Your Inbound Marketing
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How to Make the Most of Your Inbound Marketing

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Sure, inbound marketing is in vogue today but how do you get the most out of online prospects who scout the web for features, prices and reviews but stay anonymous and show little inclination to......

Sure, inbound marketing is in vogue today but how do you get the most out of online prospects who scout the web for features, prices and reviews but stay anonymous and show little inclination to engage?

Technology and data analytics are the secret to unmask these inbound prospects, turn them into paying customers, and make the entire marketing process more efficient, predictable and repeatable. In this presentation you'll learn how data and technology can help transform your entire marketing strategy. We will examine:

- Web optimizing best practices
- Top marketing metrics to review
- How to translate key metrics into actions that influence the rest of your marketing campaigns

More in: Business
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Transcript

  • 1. How to Get the Most Out of Your Inbound Marketing April 1, 2014
  • 2. Today’s Featured Speakers Rob Israch Vice President, Global Marketing Programs NetSuite Giles House CMO CallidusCloud
  • 3. Agenda • Industry Trends: Inbound Marketing • Key Tactics & Best Practices: • Attract • Engage • Convert • Key Metrics & Reporting • Open Panel
  • 4. Analyst Research 75% of all inquiries will be made online by 2015 32%of brands are spending less on outbound marketing to focus on content for inbound 62% less per lead than outbound leads Inbound leads cost 40% of reps say they need better leads 28% want to accelerate their pipelines
  • 5. Key Tactics to Engage & Convert
  • 6. Use Web Analytics to Improve Experience Understand which content people engage with most – Optimize content people show interest in, remove the noise Use IP web analytics to understand what visitors to your site look like – By employee size, industry, annual revenue, company name Learnings can often apply beyond your web pages
  • 7. Use Testing Tools to Optimize Site Use multivariate testing tools to improve yield of key web and landing pages Cuts through opinions by identifying variables that achieve end results Great way to counter rising CPCs
  • 8. Dynamically Service Relevant Web Content By Employee Size, Industry, Region, Annual Revenue, Company Name And Subsidiaries in 100+ Countries Qualcomm Land O’Lakes
  • 9. Use Inbound to Grow Outbound Use web retargeting to retarget traffic once they left your site Match site visitors by IP to strengthen your outbound database Target visitors via outbound with relevant content based on their web behavior Leverage and repurpose content across both inbound and outbound programs Use inbound intelligence to inform outbound programs
  • 10. Understand demand, customer language, and painpoints Use Search to Strengthen Messaging
  • 11. Help Sales Manage Their Lead Activity Help sales monitor new and nurtured leads activity Provide visibility to which leads clicked on emails and visited web site Help sales understand prospect’s business need Ecommerce ERP PSA
  • 12. Key Metrics & Reporting
  • 13. Real-Time KPI Reporting  Quickly monitor lead performance  By new lead, nurtured lead, employee size, conversion, sources, team, vertical, etc
  • 14. Real-time Lead Source Analysis Understand lead performance across your program mix Get data instantly Select date range Drill down to understand data
  • 15. Optimize with Program Revenue Contribution
  • 16. Playbooks
  • 17. #caldc3 5 Keynotes 50+ Breakout Sessions 1000+ Attendees Speakers from • Xirrus, RagingWire, nTelos, Juniper Networks, HealthNet, Cree • Aberdeen, Forrester, Gartner caldc3.com
  • 18. Q&A