Stop Marketing in the Dark
 

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Stop Marketing in the Dark Presentation Transcript

  • 1. August 17, 2011Stop Marketing in the Dark You Can‟t Automate What You Can‟t See
  • 2. Jeff Ogden, your presenter
  • 3. A look back in timeSTOP MARKETING IN THE DARK
  • 4. Life used to be so simple
  • 5. Changing technology
  • 6. High-speed connections
  • 7. Communication became electronic
  • 8. New ways to connect
  • 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. Exploding channels…yet still marketing in the dark
  • 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. Businesses struggle to find solutions to help themwith their outbound effortsSTOP MARKETING IN THE DARK
  • 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. 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. Engage people – earn their trustSTOP MARKETING IN THE DARK
  • 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. 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. 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. Turning on the light – tools to make it happenSTOP MARKETING IN THE DARK
  • 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. 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. 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. Insights about website visitors
  • 24. Complete profiles of prospects
  • 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. Stop Marketing in the DarkQuestions?
  • 27. Presented by:• Jeff Ogden• Aka The Fearless Competitor• President, Find New Customers• www.findnewcustomers.com• Jeff.ogden@findnewcustomers.com• (516) 495-9350
  • 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. Next steps: Tremendous opportunity Slides and recording will be made available.Learn more about Act-OnJoin weekly demo:www.actonsoftware.comRequest 1x1 demo:sales@actonsoftware.com or (877) 530.1555