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Motarme NUI Galway Technology Marketing Seminar Dec 2012

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Seminar on Marketing for Technology Companies, presented for Technology Transfer Office at National University of Ireland Galway on 12 Decemer 2012. Describes how to use web marketing and content to …

Seminar on Marketing for Technology Companies, presented for Technology Transfer Office at National University of Ireland Galway on 12 Decemer 2012. Describes how to use web marketing and content to sell high-value, complex technology products online

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  • 1. Marketing Technology Products NUI Galway 12 Dec 2012 Michael White
  • 2.  How to generate leads, drive sales and increase revenue using Online Marketing  Today when people want to buy something the first place they look is the web, whether they’re looking for shoes, a car or a house (or a technology product)  You need to make sure they find you when they come looking for your type of product  You need to make sure that when they find you they take an action that’s useful e.g. subscribe, buy, register ...  We’re going to look at the overall approach and the tools you use Product? Web Marketing for Tech Companies
  • 3. Generate more leads Website traffic Google Pay-per- click Email Social media
  • 4. My Product My potential customers • 1. Make sure your product meets the needs of a group of customers – product/market fit • 2. Promote that product effectively to those customers Make something people want, then sell it to themMake something people want, then sell it to them
  • 5. 6 Because this is the way businesses buy today • Buyers are doing most of their initial research online before initiating conversations with vendors and are better informed at an earlier stage. • We're moving from a focus on traditional techniques like press advertising, mail shots and cold calling, to techniques based on websites, ‘content-based’ marketing and automated marketing. Why Focus on Web Marketing? In a survey of 4000 B2B technology buyers in the US, who had bought a product worth $25k or more, 80% of those buyers said they found the vendor, not the other way round. Source: MarketingSherpa – “B2B Technology Marketing Benchmark Survey 2008” In a survey of 4000 B2B technology buyers in the US, who had bought a product worth $25k or more, 80% of those buyers said they found the vendor, not the other way round. Source: MarketingSherpa – “B2B Technology Marketing Benchmark Survey 2008”
  • 6. 7 Because your website should be your top source of leads outside of personal connections In a 2011 survey of B2B IT and marketing professionals, the corporate website was identified as the second most important source of leads after personal connections and referrals. Source: DemandBase and Focus.com 2011 In a 2011 survey of B2B IT and marketing professionals, the corporate website was identified as the second most important source of leads after personal connections and referrals. Source: DemandBase and Focus.com 2011 Why Focus on Web Marketing?
  • 7. 8 A 2011 survey of B2B buyers in Europe indicated that websites, web searches and email made up 3 of the top 4 information sources when carrying out a purchase process Source: 2011 BuyerSphere survey A 2011 survey of B2B buyers in Europe indicated that websites, web searches and email made up 3 of the top 4 information sources when carrying out a purchase process Source: 2011 BuyerSphere survey Because your website should be your top source of leads outside of personal connections Why Focus on Web Marketing?
  • 8. 9 Because this is a natural progression of how sales work Sales teams find and persuade the buyers Buyers start to search online, find service and product information from multiple vendors Buyers confer with each other via online networks Sales now use online tools to prospect, generate and qualify leads Marketing Automation 1997 2006 2009 1950s to 1990s Why Focus on Web Marketing?
  • 9. • Siemens Ireland – acquire customers for a new consulting service – migration to Microsoft Office 365 • Value proposition – reduced capital costs, reduced operational costs, ease of access to IT systems • Buyers – CIOs, Directors of IT at top 500 companies in Ireland with more than 300 staff • Content – created a white paper called “Migrating to Microsoft in the Cloud” • Drive traffic – sent targeted email offering the white paper, plus Google ads and PR • Result – 265 contacts with targeted profile after 4 weeks, 25 leads, 10 prospects Email and Google ads Website registration page Visitor gets white paper Siemens gets contact details of visitor How Does It Work for B2B?
  • 10. 11 Digital Marketing for B2B is Different from B2C • The difference isn’t always clear cut • But generally these differences are true B2B B2C Higher value e.g. > €10k Lower value e.g. < 1k High consideration - more evaluation required Lower consideration – evaluation is faster Perceived risk – so reducing this risk is important for buyers Low risk Complexity of product is greater e.g. large software system, machinery – so need to educate buyers on features, differentiators Generally less complex – clothes, food, tickets (but exceptions e.g. cars, laptops, some software products) Longer, multi-phase sales cycle – can be up to 18 months Immediate – transaction occurs quickly (e.g. purchasing consumer goods, books) Multiple participants on buyer side (e.g. financial manager, users, IT dept) One buyer Executive involvement – may require sign-off from senior staff or head office Buyer decides for themselves Branding / emotional appeal less important Branding / emotional appeal very important
  • 11. 12 But for both B2B and B2C, buyers find you online … • In B2C, you use online marketing to bring someone to your site so they will purchase something directly, right now Buy Now • In B2B, you use online marketing to bring someone to your site so they will register for something (a white paper, free trial ...). • Once you have their contact details, you set up a regular communication with them to build up their interest, qualify them as sales opportunities and persuade them to buy later Download
  • 12. The Overall Approach Understand who you are targeting (your buyers) – what are their roles, which companies do they work for, where are they, what is important to them, how do you connect with them? What are you selling – what does your product and service do for them, what is your value proposition for these buyers? Generate ‘content’ – based on your understanding of the buyers, create information that your target buyers will find useful e.g. Case studies, white papers, research surveys, how to guides ... Drive traffic to that content using PPC, email, SEO, PR, social media Capture contact details in exchange for your content Build a relationship with those people over time via your content, website, social media and email so they learn and understand your proposition, answer their concerns and select you as their best choice How do you compare with competitors – which ones are worth focusing on, how do you differentiate from them? http:// Who? Who else? What? Content Traffic Leads Lead Management
  • 13. 2. Who to target?
  • 14. 2. Who to target? • Who is your ideal customer? • Profile of ideal customers - what is their • Industry? • Typical size (staff, revenue) • Type of Organization • Role(s) - Personas? • Do you know any individuals who fit? Can you prepare a list of names? • Could you get me a list of email addresses? E.g. Business.ie • Who is your ideal customer? • Profile of ideal customers - what is their • Industry? • Typical size (staff, revenue) • Type of Organization • Role(s) - Personas? • Do you know any individuals who fit? Can you prepare a list of names? • Could you get me a list of email addresses? E.g. Business.ie
  • 15. 2. Who to target? • Create “Personas” for your top 3 target customers • They are “archetypes” representing 80% of your target visitors • Use them as way to describe and understand those customers • Create “Personas” for your top 3 target customers • They are “archetypes” representing 80% of your target visitors • Use them as way to describe and understand those customers Oscar Role: Sales manager Organization: SME Age: 45 Goals: have easy access to prospect information 24/7; get better quality leads; better pipeline Nora Role: Marketing manager Organization: multi-national Age: 32 Goals: manage multiple channels; drive awareness of the company; produce more and better quality leads. Liam Role: IT manager Organization: SME Age: 31 Goals: reliability and availability; simplified architecture; security; cloud- based infrastructure
  • 16. 3. “What are we selling?” Your value proposition
  • 17. 3. Your Value Proposition Need it … • When talking to prospects • On your website • On Landing pages • In Email campaigns • On Brochures • In your PR • When talking to prospects • On your website • On Landing pages • In Email campaigns • On Brochures • In your PR
  • 18. For <target customers> Who are dissatisfied with <current market alternative> Our product is a <new product category> That provides <key problem solving capacity> Unlike <the main product alternative> We have assembled <key ‘whole product’ features for your product’s specific area of application> For <target customers> Who are dissatisfied with <current market alternative> Our product is a <new product category> That provides <key problem solving capacity> Unlike <the main product alternative> We have assembled <key ‘whole product’ features for your product’s specific area of application> 3. Your Value Proposition
  • 19. Value Propositions • From the outside, a lot of products and services look the same to their potential customers. • The more complex the product or service, the harder it is for buyers to understand how to differentiate between the available options. • You have make it easy for buyers to quickly understand how you can help them and why you are better than your competitors. • You do this by defining a clear and compelling Value Proposition aka your pitch • From the outside, a lot of products and services look the same to their potential customers. • The more complex the product or service, the harder it is for buyers to understand how to differentiate between the available options. • You have make it easy for buyers to quickly understand how you can help them and why you are better than your competitors. • You do this by defining a clear and compelling Value Proposition aka your pitch 3. Your Value Proposition
  • 20. The ProductThe Product The ServiceThe Service The way we deliver our product or and service, our skills and expertise The way we deliver our product or and service, our skills and expertise Other elements that our customers value – easy to do business with, reliable, innovative, thought leaders, trustworthy Other elements that our customers value – easy to do business with, reliable, innovative, thought leaders, trustworthy 3. Your Value Proposition
  • 21. 4. Product Launch Plan
  • 22. Objectives and time “More than 3 objectives = no objectives” Year Q3 Q4 M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3 Q1 Q2
  • 23. 1. Planning BUDGET 1. Set an annual budget for marketing 2. Pick an initial figure based on spending in the past 12 months 3. Should be between 3% and 10% of revenue on average 4. 30% or more of spend should be on online activities 5. The budget should be allocated to specific activities: 1. Website updates 2. Online ads – PPC 3. SEO 4. Email marketing 5. Events – in-house seminars 6. Online ads – banner / display 7. Events – Tradeshows 8. PR 9. Press advertising 10. Sponsored email distribution 11. Printing 12. Analysts
  • 24. 1. Planning PLAN 1. Quarterly planning 2. Quarterly objectives for unit 3. Personal objectives match up to unit objectives 4. Planning starts 2 weeks before end of quarter 5. Review capacity and outputs from previous quarter 6. Prepare draft plan and draft objectives based on what was delivered on previous quarter 7. Discuss with Sales and agree goals for lead generation, campaigns, events 8. Product marketing – get briefing on upcoming features from R&D 9. Use simple graphical chart to discuss timeline
  • 25. 4. Product Launch Plan 26 Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk 9 Wk10 Wk11 Wk 12 Activity 3 Activity 4 Activity 6 Activity 5 Activity 2 Activity 7 Activity 8 Activity 9 Activity 1 Activity 10 1 2 3 4 5 6 7 8 9 10 • Multi-touch promotion • Synchronize your activities so they lead up to one point e.g. a launch event • Multi-touch promotion • Synchronize your activities so they lead up to one point e.g. a launch event
  • 26. 5. Website •Explains how to make sites more usable. •Helps you avoid basic errors. •Main message - when we look at a web page it should be obvious, self- evident. Don’t use text, graphics or layouts that cause unnecessary delays or confusion. •If you follow Steve Krug’s advice you have a better chance of steering visitors to what you want them to do and see. •Explains how to make sites more usable. •Helps you avoid basic errors. •Main message - when we look at a web page it should be obvious, self- evident. Don’t use text, graphics or layouts that cause unnecessary delays or confusion. •If you follow Steve Krug’s advice you have a better chance of steering visitors to what you want them to do and see.
  • 27. 5. Website Purpose of Website •To generate sales leads •To generate sales Purpose of Website •To generate sales leads •To generate sales Source: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionalsSource: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionals
  • 28. 5. Website • Call To Action – make these prominent • Encourage sign-ups – use home page, all internal pages • Understand search patterns – use Google keyword tool so you can identify phrases to target • Use Landing Pages for your online ad / email campaigns • Call To Action – make these prominent • Encourage sign-ups – use home page, all internal pages • Understand search patterns – use Google keyword tool so you can identify phrases to target • Use Landing Pages for your online ad / email campaigns
  • 29. 87%Description of service/products Which Industries You Serve Success stories / case studies Professional website design and presentation About us / biographies Client list Online resources/content (white papers etc.) News items Podcasts or audio content Top 10 Website Elements – rated “Important/Extremely ImportantTop 10 Website Elements – rated “Important/Extremely Important 87% Video or online presentations 78% 73% 69% 64% 64% 60% 57% 47% 40% Source: “How clients buy 2009 Benchmark Report”, RainTodaySource: “How clients buy 2009 Benchmark Report”, RainToday 5. Website
  • 30. 5. Website
  • 31. 5. Website
  • 32. 5. Website Example landing page layout Example landing page layout
  • 33. 5. Website Bring people (traffic) to your website Bring people (traffic) to your website Persuade them to sign-up for a Free Trial Persuade them to sign-up for a Free Trial Persuade them to pay for your service Persuade them to pay for your service Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers TrafficTraffic ConversionConversion SubscriptionSubscription RetentionRetention Traffic Conversion Subscription Retentio n
  • 34. 35 What content will interest your Buyers? “Bait”  Digital Marketing is like fishing – you need the correct bait to attract your fish  Different buyers have different information needs at each stage of the buying process  So, if you identify 3 to 4 typical buyers – General Manager, Sales & Marketing Director, Head of Compliance ...  Develop content that meets the information needs of these buyers at different stages of their buying cycle  This will be used as online “bait” to bring them to your website Types of content •Case studies •Research •Education e.g. slides and tutorials •Tours and overviews •How to tips •News •Thought leadership Content Strategy
  • 35. 7. Email marketing • Use an email service provider – Mailchimp, ConstantContact etc. • Build your list – a list of emails from your target group • Design your email so it looks professional • Offer either (1) Pilot sign-up or (2) content e.g. a White Paper • Or carry out a survey e.g. “Your use of Technology X”, offering something in return • When someone clicks, bring them to a landing page • Plan what your response should be – phone call, email, other .. • Use an email service provider – Mailchimp, ConstantContact etc. • Build your list – a list of emails from your target group • Design your email so it looks professional • Offer either (1) Pilot sign-up or (2) content e.g. a White Paper • Or carry out a survey e.g. “Your use of Technology X”, offering something in return • When someone clicks, bring them to a landing page • Plan what your response should be – phone call, email, other ..
  • 36. 8. Pay-per-click ads  These kinds of ads are called “Pay per click” – get them on Google and Bing  How it works – tell Google that if someone searches on “phrase” they are to show your ad; if someone clicks on your ad, then they are brought to a Landing Page  You only pay when someone clicks; you know in that case that they were searching on a relevant term for your business  Keyword selection – find all the relevant words and phrases  Write your text ad - offer “Free sign-up, this month only”  Bring visitors to specially designed Landing page  When they register, think through the follow-up e.g. Email, phone call ...  Store the contact details ! OnePageCRM, ZohoCRM, your email system, Excel ... Your ad here
  • 37. 1. The WebsiteGoogle Ads
  • 38. 11 Keyword analysis 22 Ad text 33 Landing page  Campaign set-up – budget, geography  Keyword analysis – what are people searching for  Ad text – variants  Bids and cost-per-click  Bid management  Broadmatch, exact match, negative keywords  Keyword insertion Your ad text Why we’re great Call us now! www.mywebsite.com Name Email Download Google Ads
  • 39.  Think about how visitors search for your product or service  Thousands of ways people search for things, but usually fall into a category :  The actual question they have e.g. “how do I fix a broken pipe”  The answer to the question e.g. “plumbers in Galway”  A description of the problem e.g. “broken water pipe in kitchen”  A symptom of the problem e.g. “flooded kitchen”  A description of the cause e.g. “frozen pipes”  Producer parts or brand names e.g. Bosch, Philips  For each product, think how people might search for it, using the above as a guide  Use Google’s free Keyword Tool to help generate more keywords  Sort by “volume of searches” and “level of competition”  Break them into groups of 20 to 30 keywords and put them in Ad Groups Google Ads Keyword selectionKeyword selection
  • 40. 41 Why SEO is important: • Business buyers as well as consumers search online when looking for products and services • 85% of those buyers find what they want via search engines • If they can’t find you, they will find a competitor • Search Engine Optimization (SEO) and Paid Search (ads) are the two main tools to ensure you are found • You should understand the basics of how search engines prioritize search results • With SEO there’s no incremental cost per customer • Then you can decide what to do about it – do nothing, do it yourself or hire someone to help
  • 41. 42 Why is Search Engine Optimization important? Because most people (75%) click on the ‘natural’ search results rather than ‘paid’ ads 25% of clicks go to the “paid” advertising results you see at the top and right- hand side of Google and Bing search pages 25% of clicks go to the “paid” advertising results you see at the top and right- hand side of Google and Bing search pages 75% of clicks go to the “natural” or “organic” search results you see at the left hand side of the search results pages 75% of clicks go to the “natural” or “organic” search results you see at the left hand side of the search results pages
  • 42. 43 Because when people do search, they usually don’t look past the first results on page 1 Most people (64%) click on the first 3 results on Google page 1 •42% to the first result •12% to the second •9% to the third Less than 10% click on pages beyond page 1 Source: SEOBook and SEOMoz Most people (64%) click on the first 3 results on Google page 1 •42% to the first result •12% to the second •9% to the third Less than 10% click on pages beyond page 1 Source: SEOBook and SEOMoz Why is Search Engine Optimization important?
  • 43. 44 • Search Engine Optimization is the process you use to appear higher in the search engine results pages for searches relevant to your business • It is based on first understanding how people search for terms related to your business - keyword analysis • You then use that understanding to update your website, interact with social media and seek links so you can push your business higher up on the search results Website settingsWebsite settings Links (incoming, outgoing and internal) Links (incoming, outgoing and internal) Social mediaSocial media Content on your pages Content on your pages Keyword AnalysisKeyword Analysis Search Engine Optimization
  • 44. 45 Search route 1 Search route 2 Search route N • People take different routes when searching for your kinds of products and services • You need to understand which kinds of searches are best at bringing your desired buyers to you online • You should analyze each major ‘search route’ into your site so that you can increase that traffic Search Engine Optimization
  • 45. Signals that Google uses to decide which page to show for a query 1. Keyword use in title tag 2. Anchor text in inbound link 3. Global link authority of site 4. Age of site 5. Link popularity within the site’s internal structure 6. Topical relevance of inbound links 7. Link popularity of site in topical community 8. Keyword use in body text 9. Global link popularity of sites that link to the site Overall, it looks at relevance and popularity. The list below is from an SeoMoz.org poll of SEO companies – 9 most important factors Search Engine Optimization
  • 46. The Long Tail Source: SEOMoz.org • The most popular keywords account for 18.5 % of search traffic • They are the most competitive terms – it is usually hard to get a new web page onto the top of page 1 for these terms • However, over 70% of searches are for less common terms – these are the ‘long tail’ keyword phrases • Usually these terms are 3 words or longer and are more specific e.g. “1996 green 3 series bmw” rather than “bmw” • Targeting these ‘long tail’ keywords is a good way to get more traffic to your site Search Engine Optimization
  • 47. The Long Tail • You can optimize for about 3 phases per page • And … you need to have pages for the phrases you are trying to target • So plan out the site structure based on the phrases you want to be found for Search Engine Optimization
  • 48. Three main tasks in SEO  “On Page” – configure settings and place content on your website  “Off Page” – Link Strategy – encourage other sites to link to you  Social media – has an increasing effect on your rankings in the results pages On page Off page WWW WWW WWW WWW WWW Social media Search Engine Optimization
  • 49.  First step – KEYWORD ANALYSIS – what terms do you want to be found for?  Start similar to Google PPC keyword analysis – use Google keyword tool  But – you have to pick smaller selection of keywords to focus on  Sort by search volume (high) and level of competition (low)  Pick top candidate phrases for your key phrases  Optimize specific pages for particular terms  More pages, more terms you can optimize for Search Engine Optimization
  • 50. 4. Text, internal links, bold 1. Page Title 3. Header tags 2. URL 5. Page description text ‘On page’ optimization – 5 settings per page, plus regular use of your target keywords on an optimized page with relevant content ‘On page’ optimization – 5 settings per page, plus regular use of your target keywords on an optimized page with relevant content Search Engine Optimization
  • 51. Social Media • Why will people share your status updates? • What do you want to happen when they do?
  • 52. Social Media – Blog Blogs • What? Basically like a website that you can easily edit and update • Why? Draws more traffic to your web-site, leads, sales • Can form the basis for your Facebook, LinkedIn and Twitter marketing • Allows readers to provide feedback • Can paste in YouTube videos, SlideShare slides
  • 53. Social Media – Blog Why start a blog?
  • 54. 12. Sign-up Process  Follow-up all leads within 24 hours  It’s in your interest to get them to sign-up so make an effort  Help during sign-up and test – use webinars, even call round for the first few  Do not let them work it out for themselves  Provide someone for them to contact 24/7 – these are your pilot customers so it’s worth it  Be prepared for a “4 touch” cycle – email, phone, email, email ...  Record what you are doing – it can quickly get confusing  Sketch out a workflow diagram showing how it should work
  • 55. 13. Conversion  Are they using your product?  If you take it away will they miss it?  Can they see the value they obtain e.g. Money saved, time saved, revenue generated?  What will it take to get them to buy?  How does your pricing compare with comparable systems?  Does someone else need to sign-off on the purchase?  How do you know they understand the value?  How do you test pricing?  Big difference in saying “would be interested” versus providing credit card details  Can you handle a card payment?  Are they using your product?  If you take it away will they miss it?  Can they see the value they obtain e.g. Money saved, time saved, revenue generated?  What will it take to get them to buy?  How does your pricing compare with comparable systems?  Does someone else need to sign-off on the purchase?  How do you know they understand the value?  How do you test pricing?  Big difference in saying “would be interested” versus providing credit card details  Can you handle a card payment?
  • 56. Lead Generation Lead management Score = 1Score = 1 Initial contact details, not meeting basic criteria, bogus information, no real interaction with the company Initial contact details, not meeting basic criteria, bogus information, no real interaction with the company Score = 2Score = 2 Score = 3Score = 3 Contact details valid, company details valid, but low expectation that it will become a lead Contact details valid, company details valid, but low expectation that it will become a lead Details valid, lead is of interest to marketing, but doesn’t meet all criteria for a Sales Qualified Lead Details valid, lead is of interest to marketing, but doesn’t meet all criteria for a Sales Qualified Lead Score = 4Score = 4 Lead meets all the criteria specified to be a Sales Qualified Lead Lead meets all the criteria specified to be a Sales Qualified Lead Score = 5Score = 5 Lead meets all the criteria specified to be a Sales Qualified Lead, plus we have indication that they are seriously engaged and/or have shown interest in the company Lead meets all the criteria specified to be a Sales Qualified Lead, plus we have indication that they are seriously engaged and/or have shown interest in the company Hand off To Sales Hand off To Sales
  • 57. Lead Generation Lead management Score = 5Score = 5 Score = 1Score = 1 Score = 2Score = 2 Score = 3Score = 3 Score = 4Score = 4 Score = 5 Score = 5 Handoff to Sales Not a fit Returned ProspectsSales-generated leads and existing clients EmailEmailGoogleGoogle WebWeb TelesalesTelesalesEventsEvents
  • 58. 14. Referral  Starting point – you have your first happy customer  Will they give you a referral  Why would they give you a referral?  Can you incentivize them? E.g. 6 months free for every new customer?  Can you offer something else?  Value of offer should relate to value of customer e.g. If new customer worth 1k per year, what “commission” will you offer to referrees?  Examples: Perlico, ConstantContact, the Ecomist, Blueface ...
  • 59. Books
  • 60. Bonus advice Presentation Zen
  • 61. Call to action!Call to action!
  • 62. 63 About Motarme
  • 63. Motarme is an easy-to-use enterprise Marketing Automation system. Motarme is specifically designed to help business-to-business (B2B) companies in the technology, software and industrial sectors generate sales leads online. In addition to our web-based Marketing Automation product we provide consulting, web marketing and lead generation services. Our customers include Siemens, Mergon, SF Engineering and mid-size and early stage technology companies. Web: www.Motarme.com.
  • 64. Clients “ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.” “ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.” Caolan Bushell Business Development Manager Mergon Group Barry Rooney Chief Operations Officer Siemens ITSS “The system delivered real, measurable results in a short timeframe – sales and contacts from our target audience at Tier 1 companies.” “The system delivered real, measurable results in a short timeframe – sales and contacts from our target audience at Tier 1 companies.” Joe Lynch General Manager IMEC Technologies “Generating leads online is now a central part of our sales strategy.” “Generating leads online is now a central part of our sales strategy.” About Motarme
  • 65. Thank You Automated Marketing That Drives Sales michael.white@motarme.com @michaelgwhite www.motarme.com

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