Your SlideShare is downloading. ×
0
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase

815

Published on

ExactTarget and Demandbase have stopped in multiple cities across the country to talk about the latest trends in Customer Lifecycle Marketing. In short, you need to be relevant to your audience to …

ExactTarget and Demandbase have stopped in multiple cities across the country to talk about the latest trends in Customer Lifecycle Marketing. In short, you need to be relevant to your audience to make your marketing effective.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
815
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • Transcript

    • 1. Welcome • 8:30-9:00 Breakfast • 9:00-9:45 Mathew Sweezey – Manager, Marketing Research & Education • 9:45-10:30 Chris Golec – CEO, Demandbase • 10:30-11:00 Q&A
    • 2. State of Demand 2013 EMAIL MARKETING LEAD NURTURING CONTENT MARKETING DEMAND GENERATION INBOUND MARKETING
    • 3. Overview Research on Consumers Current State1: Research on Companies2: 3: STATE OF DEMAND/OVERVIEW/2013
    • 4. STATE OF DEMAND/INTRO/2013 - Mathew “Sweezey” @msweezey
    • 5. STATS 2013 CONTENT CONSUMER BEHAVIOR SETH GODIN SUPPLY AND DEMAND INCREASE IN CHANNELS
    • 6. STATE OF DEMAND/STATS/2013 NASA MORE POWER IN A GOOGLE SEARCH, T HAN ALL OF NASA HAD IN TO PUT A MAN ON THE MOON @msweezey
    • 7. STATE OF DEMAND/STATS/2013 Attention Span seconds @msweezey
    • 8. STATE OF DEMAND/STATS/2013 Consumer Executive Board @msweezey
    • 9. CONTENT CONTENT STATE OF DEMAND/STATS/2013 - Seth Godin (1999)
    • 10. Current Best Content Marketing is king in the age of the internet
    • 11. STATE OF DEMAND/STATS/2013 1960 5 marketing Channels 2013 60+ marketing Channels2020 100’s of marketing Channels Print Radio Television DirectMail Fax Telemarketin g Internet Email Facebook
    • 12. Current Best Having strategies which reach across multiple mediums.
    • 13. STATE OF DEMAND/STATS/2013 294 Billion Emails 2 Million Blog Posts 250 Million Photos PER DAY
    • 14. RELEVANT ENGAGING STATE OF DEMAND/STATS/2013 -Jay Baer (2012)
    • 15. Current Best Relevance is the name of the content marketing game
    • 16. SHORT FORMS STATE OF DEMAND/STATS/2013 - Seth Godin (1999)
    • 17. Current Best Use forms to protect your content
    • 18. TRACK P E O P L E STATE OF DEMAND/STATS/2013 - Seth Godin (1999)
    • 19. STATE OF DEMAND/CONSUMERS/SURVEY Prospects Marketer
    • 20. STATE OF DEMAND/CONSUMERS/SURVEY Prospects Marketer Read 50 pages, and downloaded a white paper Read 3 pages, and downloaded a white paper Has not done anything in 60 days Read 3 pages, and downloaded a white paper
    • 21. Current Best Track individuals with Marketing Automation to be relevant on a 1-1 basis
    • 22. STATE OF DEMAND/STATS/2013 1960 5 marketing Channels 2013 60+ marketing Channels Content Convert using forms Inboundsearch Tools Strategy Who’s doing it Best? Relevance
    • 23. COMP ANIES 2013 FORTUNE 500 MID MARKET SMB FASTEST GROWING
    • 24. STATE OF DEMAND/COMPANIES/FOURTUNE-500 500 Fortune
    • 25. STATE OF DEMAND/COMPANIES/FOURTUNE-500 Enterprise
    • 26. STATE OF DEMAND/COMPANIES/MID-MARKET MidMark
    • 27. MidMarket STATE OF DEMAND/COMPANIES/MID-MARKET
    • 28. STATE OF DEMAND/COMPANIES/SMB Small Busines
    • 29. STATE OF DEMAND/COMPANIES/SMB Small Business
    • 30. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies
    • 31. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies Sales+ Marketing + Technology = Winner
    • 32. STATE OF DEMAND/COMPANIES/FOURTUNE-500 SaaS Companies $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$ $$$ SaaS
    • 33. STATE OF DEMAND/COMPANIES/FOURTUNE-500 SaaS Companies 1000’s1-100 SaaS
    • 34. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies
    • 35. BestPractices Forms Marketing Automation Best Practices Enterprise MidMarket SmallBusinesses STATE OF DEMAND/COMPANIES/OVERVIEW SaaS SaaS SaaS
    • 36. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies
    • 37. CONS UMER 2013 RESEARCH CYCLE LEGNTH OF CONTENT EMAIL WANTS NEEDS
    • 38. Prospects 400
    • 39. STATE OF DEMAND/CONSUMERS/SURVEY How do you engage?
    • 40. STATE OF DEMAND/CONSUMERS/SURVEY ResearchofPurchase Of survey respondents start their searches on Google. 96%
    • 41. STATE OF DEMAND/CONSUMERS/SURVEY ResearchofPurchase Agree: “As my search deepens on a subject, my search terms usually become more refined as well.” 99%
    • 42. STATE OF DEMAND/CONSUMERS/SURVEY 76% go back to Google ContentEngagement times to research a purchase
    • 43. Life Cycle Understanding how consumers find information to make informed decisions
    • 44. STATE OF DEMAND/CONSUMERS/SURVEY DiagramofResearch
    • 45. STATE OF DEMAND/CONSUMERS/SURVEY Higher Price = More Stages of Research ContentEngagement 91%Agree: Price and Amount of research are directly correlated.
    • 46. Research Understanding how consumers gather information to make informed decisions
    • 47. STATE OF DEMAND/CONSUMERS/SURVEY Of survey respondents said they want different content at each stage of research. 77%ContentEngagement
    • 48. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content
    • 49. New Best Understand “RESEARCH” and creating content to support your lifecycle
    • 50. ContentEngagement STATE OF DEMAND/CONSUMERS/SURVEY Batc hResear ch Consumers goal is to obtain enough information to make an informed decision. Multiple documents at one time.
    • 51. New Best Understand “Casual Reading ” and creating content to support rapport building and SEO
    • 52. STATE OF DEMAND/CONSUMERS/SURVEY Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages. 71%ContentEngagement
    • 53. Email Nurturing Understanding how consumers engage with disruptive marketing
    • 54. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Copy
    • 55. EmailNurturing STATE OF DEMAND/CONSUMERS/SURVEY Subject Copy CTA
    • 56. STATE OF DEMAND/CONSUMERS/SURVEY 2 BestPractices SubjectLines 1 3
    • 57. STATE OF DEMAND/CONSUMERS/SURVEY Research BestPractices Content
    • 58. New Best Understand Secondary CTA’s to help move people through the stages
    • 59. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content John, Here is an case study from Comscore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it. Or if you’d here is a worksheet they used to help them start on their process. Best, Mathew Sweezey 2 3
    • 60. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content Blog Articles Industry Blogs -Any content about how to do their job better Case Study Video Interviews -Any content about how others benefited Buyers Guide Comparisons Sales Sheets -Any content about why you are the best choice
    • 61. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content
    • 62. New Best
    • 63. STATE OF DEMAND/CONSUMERS/SURVEY
    • 64. Marketing Innovation for B2B August, 2013 Chris Golec Founder & CEO Demandbase, Inc.
    • 65. Slide 65Confidential | © Demandbase 2013 All rights reserved. Innovation
    • 66. Slide 66Confidential | © Demandbase 2013 All rights reserved. Marketing Innovation  Challenges Facing B2B Marketers  The Next Generation of Digital Marketing  Technology Landscape  Customer Lifecycle Strategy  5 Key Take-away’s
    • 67. Online advertising challenges for B2B… • 99.9% of ad impressions do not yield a click. “You are more likely to survive a plane crash than click on a display ad” • 90% of web traffic on industry web sites is often not from the industry nor your target customers • 50% of the ads served through the major ad exchanges are never technically “viewed” by anyone
    • 68. Web site engagement and conversion challenges for B2B… • 85% of the visitor to your web traffic are not from potential customers • 70% of visitors will leave in less than 5 seconds • Less than 10% of web visitors will find their industry- specific web content on your site • 98% of people ignore Call-to-Actions
    • 69. Slide 69Confidential | © Demandbase 2013 All rights reserved. Evolution of Online Marketing Web Site Traffic Social Age of the Customer 1995 2000 2010 2015  HTML generators  Keyword tools  Email  Display Ads  SEO  Paid search  List providers  Content syndication  Landing page tools  Web analytics  Communities  Social Networks  Blogs  Sharing tools  Social analytics  Following  Chat  Personalization  A/B Optimization  Targeted advertising  Marketing automation  Attribution  Customer analytics  Predictive modeling  RTB on Ad Exchanges  Content Marketing
    • 70. ”All Marketing is more effective when you know who you are talking to” -- Shantanu Narayan, CEO Adobe
    • 71. Slide 71Confidential | © Demandbase 2013 All rights reserved. Impact of Personalization Amazon.com Personalized experiences for millions of online buyers Multi-$ Billion Online Sales GE Capital Single experience for consumers, businesses, and their competitors 1 out of 200 people complete call-to-action Salesforce.com Dynamic experiences across business audiences 1 out of 6 people Complete call-to-action B2B
    • 72. Slide 72Confidential | © Demandbase 2013 All rights reserved. B2B is Completely Different than B2C Cookies used for consumer personalization and ad targeting based on behavior US Businesses 200,000 >$10MM target market 10’s K Accounts In-market 100’s-1’s K Accounts B2B Account Targeting Business Attributes needed for account personalization and targeting 178,000,000 US Online Shoppers 178,000,000 target market 10’s MM In-market 10’s-100’s K B2C Consumer Targeting
    • 73. Slide 73Confidential | © Demandbase 2013 All rights reserved. Targeting Accounts is Not Easy! 3% 0.3% 0.03% Most B2B companies target a very small audience Annual Revenue ($ 000)
    • 74. Slide 74Confidential | © Demandbase 2013 All rights reserved. Reality of B2B Web Site Traffic 15% Web Visitors from Target Accounts 85% Web Visitors from People that Will Never Buy  Do not optimize for the average  Focus on customer traffic, not visitors  95% of your future revenue will come from less than 5% of your web site traffic.
    • 75. Slide 75Confidential | © Demandbase 2013 All rights reserved. Target Account Marketing Example Large Enterprise Targeting 1,400 Named Accounts 10+ million web visits/months No Action Taken by Web Marketing Team Only 1% of Site Traffic from Named Accounts  Personalized content  Optimized offers  Offered proactive chat 3X More Leads from NA’s Every 38 seconds a Named Acct is on site
    • 76. Slide 76Confidential | © Demandbase 2013 All rights reserved. But Buyers Do Not Want to Talk … yet! First Visit Hand-Raise Close Buying Cycle Sales Cycle • Problem Definition • Exploring Possible Solutions • Buyer Research • Making the decision • Justifying Decision • Pricing/Contract 67% of buying cycle complete before engage with Sales -- Sirius Decisions ONLINEENGAGEMENT ONLINEENGAGEMENT
    • 77. Slide 77Confidential | © Demandbase 2013 All rights reserved. Identifying Lost Opportunities Target Account* Home Page Visits Corp Solutions Page Visits Landing Page. Visits Conversions 178 1 0 0 20 0 0 0 550 3 0 0 995 9 4 0 366 0 0 0 * Actual traffic data (1 month) for large tech company
    • 78. Slide 78Confidential | © Demandbase 2013 All rights reserved. Remember Buyers Are Often Dishonest
    • 79. Slide 79Confidential | © Demandbase 2013 All rights reserved. Cookies Growing More Ineffective Alarming Stats About Cookies Three in 10 users delete their cookies every month. (Comscore) 60 percent of survey respondents said they would want a Do Not Track law to prevent websites from collecting information about them. (Berkeley privacy study) There have been 200 million downloads of Ad Block Plus. (Mozilla) There are 15.8 million daily active users of Ad Block Plus (Mozilla) 89 percent of UK consumers thought the EU cookie law is a positive step. (Econsultancy) “3rd party cookies will be dead within the next few years” – Randall Rothenberg, CEO of Interactive Advertising Bureau (IAB) • 30% of people delete cookies monthly • Next gen browsers and DNT default setting • Account reach • Data normalization • Data quality
    • 80. Slide 80Confidential | © Demandbase 2013 All rights reserved. Market Trend Summary 1) Web Sites are becoming a platform for customer engagement… no longer just online brochures. 2) To optimize for revenue, you have to understand what accounts, not visitors, are doing on your web site and more effectively engage them. 3) New technologies are being developed for B2B to take advantage of the changing buyer habits.
    • 81. Available Technologies Slide 81Confidential | Copyright Demandbase, 2013
    • 82. Slide 82Confidential | © Demandbase 2013 All rights reserved. Forrester: It’s not a straight pipe http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
    • 83. Slide 83Confidential | © Demandbase 2013 All rights reserved. The Marketing Stack Simplified Advertising Web Site Optimization CRM
    • 84. Slide 84Confidential | © Demandbase 2013 All rights reserved. Advertising Technologies
    • 85. Slide 85Confidential | © Demandbase 2013 All rights reserved. Web Site Optimization Technologies Adobe® Target Adobe® Experience Manager Adobe® Analytics Content Management Content Targeting Mktg Automation Web Analytics Chat
    • 86. Slide 86Confidential | © Demandbase 2013 All rights reserved. B2B Marketing Platforms – Big Guys
    • 87. Slide 87Confidential | © Demandbase 2013 All rights reserved. Marketing Tools vs. Marketing Platform Email Events Display Advt’g CMS Direct Mail A/B Opt’n MAS Web Analytics Paid Search Rec Engines CRM Direct Mail Events Social Media Your marketing platform strategy will dictate selection of best of breed marketing tools… interconnected solutions deliver twice the value.
    • 88. Slide 88Confidential | © Demandbase 2013 All rights reserved. Marketing Automation + CRM White Paper Webinar Web Visit Analyst Report HVC Page 2 3 2 4 2 1 1 2 0 0 0 0 3 2 2 3 4 7 6 4 Peggy Smith Senior Manager, Professional Services Carson Plastics Industrial, MA There’s something going on. We should call the top title. Not a role or a department we sell into. Reject. Bob Clark Director, Marketing Carson Plastics Manufacturing, CA I’ll call and leave a message after lunch…tomorrow. Joseph McLaren Manager, Sales Operations Carson Plastics Durable Goods, MA Looks interested, but sales isn’t who we sell into. Sales Reaction
    • 89. Slide 89Confidential | © Demandbase 2013 All rights reserved. Advertising + Web Analytics B2B advertising success measurements will move away from CTR and Whitepaper downloads to Account Engagement and ultimately Sales Activity
    • 90. Slide 90Confidential | © Demandbase 2013 All rights reserved. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Alert Alert Alert Online leads filled out Responded to internal campaigns and offers Viewed product pages Downloaded white papers Online leads filled out Viewed product pages Online leads filled out Viewed product pages Ex: Cisco case study: Website activity consistently predicts purchase – BOL analysis Jan „12 Web Analytics + CRM
    • 91. Customer Lifecycle Slide 91Confidential | Copyright Demandbase, 2013
    • 92. Slide 92Confidential | © Demandbase 2013 All rights reserved. Who What do I know What do I show Did it work Begin with a Single Account Methodology Company Identification Cisco Key Attributes: Standard/1st Party Enterprise, Software/tech, late-stage pipeline Decisioning & Personalization Serve Ad, Promote white paper, eliminate form, notify Sales rep Analytics, Segmentation, Modeling Conversion by industry, Engaged Accounts
    • 93. Slide 93Confidential | © Demandbase 2013 All rights reserved. Apply to Audiences  Target Companies Most Likely to Buy  Build Brand w/ Established Accounts  Measure Results Based on Account Activity, not CTR  Personalize Experiences to Industry, Company Size  Remove Friction from Buyer Journey  Connect Site Activity w/ Sales/CRM  Eliminate Non-buyers from denominators  Treat Existing Customers Differently  Cross-Sell / Up Sell  Connect Site Activity w/ Account Mgmt
    • 94. Demandbase Example Strategy Used for Targeting Only 50 Companies Slide 94Confidential | Copyright Demandbase, 2013
    • 95. Slide 95Confidential | © Demandbase 2013 All rights reserved. Demandbase targeted select venture capital firms with a personalized display ad to build awareness and drive traffic to: www.demandbase.com Target Top 50 VC’s
    • 96. Slide 96Confidential | © Demandbase 2013 All rights reserved. Real-time display of Scale’s Ventures web site image on the Demandbase web site Account-Based Personalization
    • 97. Slide 97Confidential | © Demandbase 2013 All rights reserved. Cumulative Web Site Activity (Page Views) Monitored the “Pulse” of Each VC Term Sheets Received
    • 98. Slide 98Confidential | © Demandbase 2013 All rights reserved. Summary of Key Points 1) The Web Site is 10X more critical than 10 yrs ago… think customer engagement platform 2) B2B marketing is different than B2C and requires different approaches and technologies 3) Buyer 2.0 will spend more time on site before engaging sales …. Pay special attention to this 5% 4) Think “Platform” vs. marketing tools and the interaction between solutions when developing your strategy 5) Start with a customer targeting and lifecycle strategy and continuously measure and test against this audience.
    • 99. WHAT WOULD YOU DO DIFFERENTLY IF YOU KNEW THE COMPANY OR CUSTOMER THAT WAS ABOUT TO VISIT YOUR WEB SITE? Slide 99Confidential | Copyright Demandbase, 2013
    • 100. Marketing Innovation for B2B August, 2013 Chris Golec Founder & CEO Demandbase, Inc. chris@demandbase.com Thank You!

    ×