Stop Marketing in the Dark


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Stop Marketing in the Dark

  1. 1. August 17, 2011Stop Marketing in the Dark You Can‟t Automate What You Can‟t See
  2. 2. Jeff Ogden, your presenter
  3. 3. A look back in timeSTOP MARKETING IN THE DARK
  4. 4. Life used to be so simple
  5. 5. Changing technology
  6. 6. High-speed connections
  7. 7. Communication became electronic
  8. 8. New ways to connect
  9. 9. Result: Buyers are better informed than ever• Buyers are overflowing with information• But: • Fewer active buyers • Longer buying cycles • More people involved in buying decisions
  10. 10. Exploding channels…yet still marketing in the dark
  11. 11. Marketing in the dark no longer worksOnly 20% of leads Only 16% of total 80% of “bad leads”are followed up on leads deemed sales- closed by ready, actually close competitors within 24 months ** Sources: Sirius Decisions; Aberdeen Group
  12. 12. Businesses struggle to find solutions to help themwith their outbound effortsSTOP MARKETING IN THE DARK
  13. 13. “Here to save the day!” “Buy our software”• 107% better lead conversion rate• 40% greater average deal size• 20% higher team attainment of quota• 17% better forecast accuracy Aberdeen Group - “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for Long‐Term ROI” June 2010
  14. 14. It‟s really about visibility & people… “…B2B world slow to embrace marketing automation…analysts estimating less than 10% of companies currently utilize the technology.” – Marketing Sherpa “We believe less than 25% of those who have marketing automation are taking full advantage of the system’s functionality.” – John Neeson, SiriusDecisions …Not MA SOFTWARE
  15. 15. Engage people – earn their trustSTOP MARKETING IN THE DARK
  16. 16. The problem: Visibility…or lack thereofWebsiteVisitors there for a reason• Who are you? For whom do you work?• Fill out our form please.• Are you really a prospective customer?
  17. 17. The problem: Access…visibility…focusSocial media• Overwhelming # of conversations• Treat new-media like old-media• Wrong focus: followers/likes vs. building relationships• Limited ability to monitor/join• Still untested waters
  18. 18. Missed opportunitiesWebsite Social mediaIt‟s your site, you should know: You‟ll miss the party if you don‟t know:• Why they came • Who‟s talking about you• How to contact • Who‟s griping about something you can solve Results: Wasted opportunity to cultivate and convert those that are or could be interested in you!
  19. 19. Turning on the light – tools to make it happenSTOP MARKETING IN THE DARK
  20. 20. The opportunity: Turn on the lights!• Know when leads, customers are visiting; what they‟re viewing It’s your site,• Identify target contacts you should host it. from visiting companies• Engage based on where they‟re hanging out; how interacting with you
  21. 21. The opportunity: So many conversations…so little time• Discover social media conversations you should be a part of• Know appropriate party behavior• Engage based on opportunities
  22. 22. How to engage: Put your best foot forwardSpeak and Engage withproper etiquette• Be approachable, personable• Leverage Influencers and taste-makers• Don‟t be pushy or overbearing• Avoid prolonged silences• Communicate on all channels
  23. 23. Insights about website visitors
  24. 24. Complete profiles of prospects
  25. 25. What you need to keep the lights on!Must haves:• Real-time website visitor visibility; „they‟re here‟ alerts• Conversation filters; quick posting• Simultaneously post multiple channels• Real-time lead profile; behavioral view for sales engagement Turn visitors and conversations into conversions…
  26. 26. Stop Marketing in the DarkQuestions?
  27. 27. Presented by:• Jeff Ogden• Aka The Fearless Competitor• President, Find New Customers••• (516) 495-9350
  28. 28. Stop marketing in the dark! Act-On marketing platformWorld Class E-Mail Complete Set of Tools Approach and TermsMarketing Core and on One Platform that WorkDeliverability • Drip, Web Analytics, • Start Simple, Automate• 3rd Generation Email Landing Pages, Forms, at Own Pace Scoring, CRM Integration,• No Extra Cost for Social Media, Reporting • Affordable Pricing; Month- Deliverability and More… to-Month Contracts • Focus Usability, Simplicity • Live Customer Support – and Manageability At No Additional Costs
  29. 29. Next steps: Tremendous opportunity Slides and recording will be made available.Learn more about Act-OnJoin weekly demo:www.actonsoftware.comRequest 1x1 or (877) 530.1555