7 Marketing Habits of Today’sHighly Successful SMBs           www.act-on.com | @ActOnSoftware | #ActOnSW
Welcome! Thanks for joining us today.Jeff LintonAct-On SoftwareSr. Manager, Product & Field Marketingjeff.linton@act-on.co...
Agenda• Background• 7 Marketing Habits• Next Steps               www.act-on.com | @ActOnSoftware | #ActOnSW
7 Marketing Habits – Survey  Study of SMBs  Survey Objectives and  Goals  SMB Decision MakersRESULTS   7 Marketing Habits ...
Online vs. OfflineBottom Performers Seek Security•   Spend on direct mail and print•   68% perceive online marketing is   ...
1. Emphasize Online vs. Offline Strategies  Online Marketing is the Game Changer  •       32% reach more audiences and    ...
Cost CuttingBottom Performers focus on cost cutting• Decrease customer acquisition costs• Maximize impact of marketing bud...
2. Focus on new business leads and     lifetime value over acquisition costs  Focus more on getting new customers  •      ...
Social MediaBottom Performers unsure if Social Media works•   1 in 3 SMBs report SM is    either not working or do not    ...
3. Execute highly optimized, multi-channel  campaigns  Combination of online marketing tactics  •       Utilize email, web...
Lead NurturingBottom Performers pass off leads much earlier•   43% pass off leads in less    than 1 month•   25% hold onto...
4. Nurture leads carefully, until     the time is right  >50% of Top Performers nurture leads 1 to 3 months  •       Nurtu...
Metrics44% of The Bottom are not measuring anything•   Don’t measure and make    uneducated guesses•   Unable to quantify ...
5. Collect the metrics that matter  Analyze virtually everything  •       Cost per lead and qualified          lead  •    ...
CollaborationBottom Performers tend to create silos•    Less likely for sales and marketing teams     to collaborate•    D...
6. Urge increased collaboration between     sales and marketing  Sales and Marketing teams collaborate  •       Set revenu...
Cut and Reduce Costs Bottom Performers cut and await better days •   56% cut their marketing     budget •   Only 15% incre...
7. Maintain marketing budgets during   a difficult economy  Top Performers are far less likely to reduce spending  •      ...
Review – 7 Marketing Habits1. Emphasize online over offline marketing strategies2. Focus on new business leads and lifetim...
For More Information….          For more information on the eBook      7 Marketing Habits of Highly Effective SMBs        ...
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7 Habis of Today's Highly Successful SMBs

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  • Study of small and mid-sized businesses(n=208)Unclear and challenging economic conditionsUncertain future – growth vs. contractionSurvey objectives and goalsUnderstand effects of economic slowdownSMB vs. Enterprise marketing Impact of forced changes by the economySMB Decision MakersPerceptions of all facets of marketing
  • Bottom Performers seek security of offline effortsSpend on traditional direct mail and print advertising68% perceive online marketing is equal to offlineSome consider online “inappropriate” for their brand Do not effectively focus on current/following quarters
  • Top Performers view online marketing as a game changer32% feel they reach more audiences and compete more broadly/effectively71% choose the marketing automation online approach to competeMost optimize campaign efforts through robust reporting and analytics
  • Bottom Performers focus on cost cuttingDecrease customer acquisition costsMaximize impact of marketing budgetOver-emphasis on reducing key marketing effortsImprove competitiveness and move focus from funnel
  • Top Performers focus more on getting new customers Improve lead funnel performance and customer lifetime valueAlign marketing and sales and urge collaborationMeasure effectiveness of each individual campaign, fine-tune
  • Bottom Performers unsure if Social Media works1 in 3 SMBs report SM is either not working or do not know if it is working for themUncertain of click-through rates from new customersNo insight on real-time multi-channel optimization
  • Top Performers use a combination of online marketing tacticsUtilize email, web, and social media programs repeatedlyEngage with prospects via multiple touch pointsReach targeted customers that subscribe to select venues
  • Bottom Performers pass off leads much earlier43% pass off leads in less than 1 month25% hold onto leads for more than 3 monthsProspects pushed through funnel pre-maturely or too late
  • More than 50% of Top Performers nurture leads from1 to 3 monthsNurture before passing them on to salesCultivate leads and provide information needed to evaluate product/serviceProspects demonstrate key indicators prior to reaching sales
  • 44% of Bottom Performers are not measuring anythingDon’t measure and make uneducated guessesUnable to quantify print advertising campaignsResort to reactive tactics leading to no recipe for successUncertain who is visiting their web site
  • Top Performers analyze virtuallyeverythingCost per lead and qualified leadTime period of qualified lead and cost per new customerTrack and measure real-time results for actionable campaign adjustments
  • Bottom Performers tend to create silosLess likely for sales and marketing teams to collaborateDefinition and execution of marketing efforts are not coordinatedSales and marketing deliver on separate effortsCustomer insights gained are not shared
  • Sales and Marketing teams of Top Performers collaborateDefine marketing programs – set revenue targets, goals and lead qualification criteriaEstablish cross-team communication channelsUse shared, real-time intelligence from CRM and Marketing Automation systemsManage, recycle and reassign sales leads based on behavior
  • Bottom Performers cut and await better days56% cut their marketing budgetOnly 15% increased hiring to take advantage of opportunitiesTend to decrease investments in partnerships and channels
  • Top Performers are far less likely to reduce spendingOne-third reported a reduction in marketing budgetsOne-third have increased hiring to take advantage of opportunitiesTend to invest in software to understand precise value of marketing activities
  • 7 Habis of Today's Highly Successful SMBs

    1. 1. 7 Marketing Habits of Today’sHighly Successful SMBs www.act-on.com | @ActOnSoftware | #ActOnSW
    2. 2. Welcome! Thanks for joining us today.Jeff LintonAct-On SoftwareSr. Manager, Product & Field Marketingjeff.linton@act-on.com | @jeffreylinton www.act-on.com | @ActOnSoftware | #ActOnSW
    3. 3. Agenda• Background• 7 Marketing Habits• Next Steps www.act-on.com | @ActOnSoftware | #ActOnSW
    4. 4. 7 Marketing Habits – Survey Study of SMBs Survey Objectives and Goals SMB Decision MakersRESULTS 7 Marketing Habits help successful SMBs grow beyond expectations www.act-on.com | @ActOnSoftware | #ActOnSW
    5. 5. Online vs. OfflineBottom Performers Seek Security• Spend on direct mail and print• 68% perceive online marketing is equal to offline and• Online “inappropriate” for their brand• Not focused on current/following quarters www.act-on.com | @ActOnSoftware | #ActOnSW
    6. 6. 1. Emphasize Online vs. Offline Strategies Online Marketing is the Game Changer • 32% reach more audiences and compete more effectively • 71% choose the marketing automation online approach • Use robust reporting and analytics to optimize campaign effortsRESULTS Top Performers reach more audiences and compete more broadly www.act-on.com | @ActOnSoftware | #ActOnSW
    7. 7. Cost CuttingBottom Performers focus on cost cutting• Decrease customer acquisition costs• Maximize impact of marketing budget• Over-emphasis on reducing key marketing efforts• Improve competitiveness and move focus from funnel www.act-on.com | @ActOnSoftware | #ActOnSW
    8. 8. 2. Focus on new business leads and lifetime value over acquisition costs Focus more on getting new customers • Improve funnel performance and customer LTV • Align marketing and sales and urge collaboration • Measure effectiveness of each individual campaign, fine-tuneRESULTS Top Performers improve the lead funnel to effectively attract and convert www.act-on.com | @ActOnSoftware | #ActOnSW
    9. 9. Social MediaBottom Performers unsure if Social Media works• 1 in 3 SMBs report SM is either not working or do not know if it is working for them• Uncertain of click-through rates from new customers• No insight on real-time multi- channel optimization www.act-on.com | @ActOnSoftware | #ActOnSW
    10. 10. 3. Execute highly optimized, multi-channel campaigns Combination of online marketing tactics • Utilize email, web, and social media programs repeatedly • Engage with prospects via multiple touch points • Reach targeted customers that subscribe to select venuesRESULTS Top Performers develop a process for real-time multi-channel optimization www.act-on.com | @ActOnSoftware | #ActOnSW
    11. 11. Lead NurturingBottom Performers pass off leads much earlier• 43% pass off leads in less than 1 month• 25% hold onto leads for more than 3 months• Prospects pushed through funnel pre- maturely or too late www.act-on.com | @ActOnSoftware | #ActOnSW
    12. 12. 4. Nurture leads carefully, until the time is right >50% of Top Performers nurture leads 1 to 3 months • Nurture before passing them on to sales • Cultivate leads and provide information needed to evaluate product/service • Prospects demonstrate key indicators prior to reaching salesRESULTS Top Performers properly cultivate leads prior to passing them off to sales www.act-on.com | @ActOnSoftware | #ActOnSW
    13. 13. Metrics44% of The Bottom are not measuring anything• Don’t measure and make uneducated guesses• Unable to quantify print advertising campaigns• Resort to reactive tactics leading to no recipe for success• Uncertain who is visiting their web site www.act-on.com | @ActOnSoftware | #ActOnSW
    14. 14. 5. Collect the metrics that matter Analyze virtually everything • Cost per lead and qualified lead • Time period of qualified lead and cost per new customer • Track and measure real-time results for actionable campaign adjustmentsRESULTS Top Performers analyze real-time results to optimize campaign performance www.act-on.com | @ActOnSoftware | #ActOnSW
    15. 15. CollaborationBottom Performers tend to create silos• Less likely for sales and marketing teams to collaborate• Definition and execution of marketing efforts are not coordinated• Sales and marketing deliver on separate efforts• Customer insights gained are not shared www.act-on.com | @ActOnSoftware | #ActOnSW
    16. 16. 6. Urge increased collaboration between sales and marketing Sales and Marketing teams collaborate • Set revenue targets, goals and lead qualification criteria • Create cross-team communication • Use shared, real-time intelligence • Manage sales leads based on behaviorRESULTS Top Performers collaborate and share real-time metrics between sales & marketing www.act-on.com | @ActOnSoftware | #ActOnSW
    17. 17. Cut and Reduce Costs Bottom Performers cut and await better days • 56% cut their marketing budget • Only 15% increased hiring to take advantage of opportunities • Tend to decrease investments in partnerships and channels www.act-on.com | @ActOnSoftware | #ActOnSW
    18. 18. 7. Maintain marketing budgets during a difficult economy Top Performers are far less likely to reduce spending • One-third reported a reduction in marketing budgets “Be fearful when others are greedy. • One-third have increased Be greedy when others are fearful.” hiring to take advantage –Warren Buffet of opportunities • Tend to invest in software to understand precise value of marketing activitiesRESULTS Top Performers run more campaigns with fewer resources www.act-on.com | @ActOnSoftware | #ActOnSW
    19. 19. Review – 7 Marketing Habits1. Emphasize online over offline marketing strategies2. Focus on new business leads and lifetime value over acquisition costs3. Execute highly optimized, multi-channel campaigns4. Nurture leads carefully, until the time is right5. Collect the metrics that matter6. Urge increased collaboration between sales and marketing7. Maintain marketing budgets during a difficult economy www.act-on.com | @ActOnSoftware | #ActOnSW
    20. 20. For More Information…. For more information on the eBook 7 Marketing Habits of Highly Effective SMBs visit: www.act-on.com/DRIVE www.act-on.com | @ActOnSoftware | #ActOnSW
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