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Marketing’s Missing Links: Calculating the Cost & Benefits of Integrating Channels, Campaigns & Reporting


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  • Andrew – set the scene
  • AndrewInvest fortunes in their campaignsBuy the very best tools and seek out cutting-edge technologyGather mountains of data about their productsCreate libraries of marketing content
  • Janelle – Here is where we see clients successfullyaddress these challenges and get the best resultsCreating a holistic approach to marketing campaignsLinking together marketing components into a finely tuned B2B marketing machineImplement holistic solutions and tactics into a world-class B2B marketing machine
  • Solution (Janelle)Social sharing reaches a vast new audienceemail sent without social sharing options produce higher click-through rates
  • Solution – Twitter homepagesocial media amplifies marketing program impactadding social sharing buttons to Email, blog posts, share quickly and easilyCreate hashtags for live events - builds buzz; starts conversationsUse social monitoring tools to track conversations Build relationships with your followers
  • ChallengeB2B marketers say webinar is their most effective content marketing resourceAudiences says - they seek out webinars for valuable information.Solution – use Progressive Case Studya source of rich, useful content that can feed campaigns for weeks / monthsExtract most interesting snippets to create blog and/or social media posts - link back to the archived event.Extended content marketing campaigns - white paper, live webinar, and continue with blog and social media campaigns.
  • Solution – use Progressive Case Studya source of rich, useful content that can feed campaigns for weeks / monthsExtract most interesting snippets to create blog and/or social media posts - link back to the archived event.Extended content marketing campaigns - white paper, live webinar, and continue with blog and social media campaigns.
  • Solution – Screen shot: Blog landing pageBlogging really shines as a search engine optimization (SEO) toolKey = update blog regularly (at least once a week – Google loves fresh content!) – make judicious use of keywordsReferences other content from your integrated campaignsInclude a call to action – move potential leads to the next step in the engagement process.
  • ChallengeMany inbound clicks for campaigns drive leads to the company’s home pageMany prospects get lost or bored or frustrated -- ultimately go elsewhere
  • Solution – Promotion Landing Page Sending prospects to a dedicated landing page can double conversionsTest and tune landing page => can boost conversions even moreEvery piece of content must include a call to action – email, blog posts, social media or anything else – should lead your prospects to a landing page that’s customized to provide a specific offer or piece of information.
  • ChallengeTypical business web site’s visitors are anonymousUnless they provide additional information – don’t knowDon’t know particular campaign, specific company, particular search termMakes it hard to judge effectiveness of integrated campaign efforts
  • Solution: product screenshotSoftware to correlate incoming web site visitors with marketing campaign activitiesOne common method - unique URLs for email or social media links that set a tracking cookie on the user’s Web browserMarketing automation platform can track of where visitors are coming from, and what brought them to the site.
  • ChallengeNeed tools that measure the performance of every individual marketing channelNeed to know how activity in one channel affects activity in anotherNeed tools that close the loop on marketing campaigns - prospect to qualified leads => ultimately, customers
  • Solution: product screen shotUnderstand your marketing campaigns: the content you intend to use, the channels and platforms you will employ, and the results you want to get. Once you have made those plans, you can work backwards to pick the right analytics solution for your business.
  • Linking it togetherIntegration lets you meet prospects where they are – wherever they are.With marketing automation, managing multiple integrated tools becomes easy.
  • Transcript

    • 1. Marketing’s Missing Links: Calculating the Cost and Benefits of Integrating Channels, Campaigns & Reporting #ActOnSWPresented by Sponsored by
    • 2. Welcome Webinar Attendees Type question here
    • 3. Follow this webinar on Twitter #ActOnSW
    • 4. About Demand Gen Report• Launched in 2007 to track best practices in lead generation• Newsletter has grown to more than 26,000 readers• We also offer a menu of research and best practices reports• New audio/video podcasts at
    • 5. Panelists Janelle Johnson Andrew Gaffney Director, Demand Gen Editor Act-On Software Demand Gen Report
    • 6. Marketing’s Missing Links:Calculating the Cost and Benefits of IntegratingChannels, Campaigns & Reporting Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us: #ActOnSW | @ActOnSoftware | #ActOnSW
    • 7. 65% of best-in-class B2B marketersintegrate their email and social mediacampaigns, compared to an industryaverage of just 51% . - Aberdeen Research | @ActOnSoftware | #ActOnSW
    • 8. What B2B Marketers are doing today• Invest in campaign tools• Use cutting-edge technology• Gather data about their products• Create libraries of marketing content | @ActOnSoftware | #ActOnSW
    • 9. The Real Magic: What they need to do• Implement holistic marketing campaigns and solutions• Synchronize methodologies and tactics• Link marketing components seamlessly• Ensure elements compliment one another | @ActOnSoftware | #ActOnSW
    • 10. 7 Key Areasof Integrated Marketing Tactics | @ActOnSoftware | #ActOnSW
    • 11. Key #1 - EmailChallengeMarketers continue to struggle with:• Reaching the right audience• Creating compelling content | @ActOnSoftware | #ActOnSW
    • 12. Key #1 - EmailSolution: Social Sharing OptionsHigher share rates of Emails with socialmedia links vs. those without:• 370% higher with LinkedIn• 190% higher with Twitter Pro Tip: Include social network buttons in your marketing email. | @ActOnSoftware | #ActOnSW
    • 13. Key #2 – Social Media Challenge Social media is a peripheral player* • 7% think it is mature • 89% think it is not a major lead source* 2012 eMarketer | @ActOnSoftware | #ActOnSW
    • 14. Key #2 – Social MediaSolution: Social Media’sStrengthAmplify marketing through SM• “Share” and “Like”• Live event hashtags (#)• Monitor conversations• Nurture relationships Pro Tip: Keep social media posts “fresh” and “relevant” with choice bits of content. | @ActOnSoftware | #ActOnSW
    • 15. Key #3 – Online EventsChallengeGenerating buzz for webinars and webcasts• Most effective marketing resource• Valuable source of information | @ActOnSoftware | #ActOnSW
    • 16. Key #3 – Online EventsSolution: Gift that keeps givingMake webinars• A source of useful content• Augment marketing campaigns• Fodder for blogs and social media• Compliment white papers• Available 24/7 Pro Tip: Use an online event management tool that provides detailed analytics on registrations, attendance and participation. | @ActOnSoftware | #ActOnSW
    • 17. Key #4 – BlogsChallengeBlogging efforts seem uncoordinated• Marketing campaigns are disconnected• Posts are random and ineffective | @ActOnSoftware | #ActOnSW
    • 18. Key #4 – BlogsSolution: Relevant blog contentBlogging is a strong SEO tool• Update blog posts regularly• Reference integrated campaign content• Include a call to action Pro Tip: Create an editorial calendar and coordinate blogging with campaign efforts. | @ActOnSoftware | #ActOnSW
    • 19. Key #5 – Landing PagesChallengeGeneric web pages are not effective• Leads go to wrong content• Prospects get lost or bored• Opportunities leave | @ActOnSoftware | #ActOnSW
    • 20. Key #5 – Landing PagesSolution: Dedicated landing pageSend prospects to campaign dedicated pages• Test and tune to boost conversion• Provide a specific offer• Create a call to action• Tie campaign elements togetherPro Tip: Use a tool that creates track-able, unique URLs to tie landing pages to specific campaigns or content. | @ActOnSoftware | #ActOnSW
    • 21. Key #6 – Web Site IntelligenceChallengeWeb visitors are anonymous• Unable to tie to a specific campaign• Unknown which search term was used• Unclear how they found company | @ActOnSoftware | #ActOnSW
    • 22. Key #6 – Web Site Intelligence Solution: Track incoming visitors Correlate traffic to marketing campaigns • Unique URLs for email/social media • Enable cookies • Track referring URLsPro Tip: Use web site intelligence and analytics to identify individual leads and site activity. | @ActOnSoftware | #ActOnSW
    • 23. Key #7 – Integrated AnalyticsChallengeWeb intelligence tools are incomplete• Channel strength?• Channel effectiveness?• Prospect to qualified lead ratio? | @ActOnSoftware | #ActOnSW
    • 24. Key #7 – Integrated AnalyticsSolution: Use the right analyticsUnderstand your marketing campaigns:• Content you intend to use• Channels and platforms you will employ• Results you want to getPro Tip: Know what you want to measure in your campaigns before finding a solution. | @ActOnSoftware | #ActOnSW
    • 25. Integrating your marketing efforts givesyou a range of tools and tactics that work together to amplify your results. | @ActOnSoftware | #ActOnSW
    • 26. Ready to Learn More?• Sign up for a demo• Need it sooner Call us: 1 (877)530-1555 Email us: | @ActOnSoftware | #ActOnSW
    • 27. Q&A // Submit Your Questions Type question here
    • 28. Q&A // Panelists Janelle Johnson Andrew Gaffney Director, Demand Gen Editor Act-On Software Demand Gen Report
    • 29. Thank You For Attending This Webinar You can download this presentation at: