State of B2B Online Marketing - Connections 09

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  • We help B2B marketers maximize the use of ET through strategy, messaging, and integration.
  • After initial knee-jerk budget cuts, data from b2b benchmarks since Q4 of ‘08 reveal that leading companies are wisely repositioning their marketing strategies and tactics – rejecting a defensive posture by still working to close deals or at least laying groundwork for future business while readying to take advantage of the upswing when it occurs.
  • Integration with Microsoft CRM for Triggered eMail Capability, Analytic Storing and Reporting, and Customer Data Storage Development of Triggered SMS Messaging from Microsoft CRM Through ExactTarget Online Parts Ordering eMail Templates Using Content Syndication to Deliver Secure Order Details and Dynamic Content for Personalization Reporting with Omniture, ExactTarget and Microsoft CRM for Customer Marketing Cycle Visibility Automatic eMail Send and Customization Based on User Behavior Development of Specialized eMail Templates and Increased Use of Survey Functionality to Interact with Recipients
  • State of B2B Online Marketing - Connections 09

    1. 1. State of B2B Marketing WebsiteBiz An Interactive Marketing Agency Eric Dudley President & Founder
    2. 2. A Leader in B2B Online Marketing <ul><li>WebsiteBiz is a interactive marketing agency </li></ul><ul><li>Our mission is to help leading marketers achieve unmatched results through innovative and proven online strategies </li></ul><ul><li>Recognized as Fastest Growing Private Company on INC5000 – 3 consecutive years </li></ul><ul><li>ExactTarget Silver reseller since 2003 </li></ul><ul><li>Clients include B of A, Duke Energy, ScanSource, National Gypsum, and more… </li></ul>
    3. 3. Challenges Facing B2B Marketers <ul><li>Generating Quality Leads </li></ul><ul><li>Longer Sales Cycles </li></ul><ul><li>Pressure on Sales Force </li></ul><ul><li>Fewer Dollar $ to Spend </li></ul><ul><li>Communicating via Email </li></ul><ul><li>Staying Connected </li></ul>Source: SiriusDecisions
    4. 4. Rethinking Marketing <ul><li>Outbound </li></ul><ul><ul><li>Telemarketing </li></ul></ul><ul><ul><li>Trade shows </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Email blasts </li></ul></ul><ul><ul><li>Print/TV/radio ads </li></ul></ul><ul><li>Interruption </li></ul><ul><li>Inbound </li></ul><ul><ul><li>SEO / SEM </li></ul></ul><ul><ul><li>Personalized Email </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Free tools/trials </li></ul></ul><ul><li>Permission </li></ul>
    5. 5. B2B Email Marketing Today <ul><li>More than customer communication… </li></ul><ul><li>Reseller/dealer communication </li></ul><ul><li>Distributor communication </li></ul><ul><li>Sales force communication </li></ul>
    6. 6. B2B Customers Seek Information <ul><li>Thought Leadership & Industry Insight </li></ul><ul><ul><li>Download White Papers </li></ul></ul><ul><ul><li>View a Video </li></ul></ul><ul><ul><li>Read a Case Study </li></ul></ul><ul><ul><li>View a Demo </li></ul></ul><ul><ul><li>Register for a Webinar </li></ul></ul>
    7. 7. Making It Happen <ul><li>Invest in improving lead nurturing & quality </li></ul><ul><li>Better conditioning of leads prior to sales </li></ul><ul><li>Use ROI analysis to guide increased investment </li></ul><ul><li>Better alignment with sales – closed loop tracking </li></ul>
    8. 8. What We’re Seeing in B2B <ul><li>Emphasized focus on metrics and ROI </li></ul><ul><li>Investment in email lead nurturing programs </li></ul><ul><li>Strategy & integration of email, CRM & social </li></ul><ul><li>Focus on lead scoring and segmentation </li></ul><ul><li>More effective use of online marketing tools </li></ul>
    9. 9. How We’ve Helped B2B Clients <ul><li>Integrating ExactTarget with CRM & Web Analytics </li></ul><ul><li>Lead nurturing programs with ExactTarget’s automated and triggered messaging </li></ul><ul><li>Using ExactTarget’s API to integrate outbound and inbound marketing </li></ul>
    10. 10. Thank You. Eric Dudley President, WebsiteBiz [email_address] Twitter: @EricDudley www.WebsiteBiz.com www.MarketerInsight.com

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