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Marketing Tactics of Top Performers

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  • If you do have ???? You may ask them via through Chat – while in full screen mode you may move you cursor up to the top of the screen and select the blue chat bubble or select the Orange Drop down arrow for the | Q & A – Section and we’ll do our best to cover your questions during the Presentation or at the end of the session. This is being recorded and a link will be made available approximately 24 hours after the session.{{ let’s get started }}
  • Base: 75 marketing decision makers at North American high-tech B2B companies with 100 or more employeesSource: Q1 2011 North American B2B Technology Marketing Tactics and Benchmarks Online Survey
  • Base: 75 marketing decision makers at North American high-tech B2B companies with 100 or more employeesSource: Q1 2011 North American B2B Technology Marketing Tactics and Benchmarks Online Survey
  • Base: 75 marketing decision makers at North American high-tech B2B companies with 100 or more employeesSource: Q1 2011 North American B2B Technology Marketing Tactics and Benchmarks Online Survey
  • Base: 75 marketing decision makers at North American high-tech B2B companies with 100 or more employeesSource: Q1 2011 North American B2B Technology Marketing Tactics and Benchmarks Online Survey
  • Base: 75 marketing decision makers at North American high-tech B2B companies with 100 or more employeesSource: Q1 2011 North American B2B Technology Marketing Tactics and Benchmarks Online Survey
  • Poll of audience on their use of various technologiesDiscussion on Act-On’s marketing practices
  • Source: http://www.marketingprofs.com/charts/2011/6539/2012-content-marketing-benchmarks-budgets-and-trends
  • Source: August, 02, “2011, The Pipeline is Half Empty.” Base:
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    • 1. Marketing Tactics of Top Performers #AOWEB1 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 2. Chat or Q/A2 © 2011 Forrester Research, Inc. Reproduction Prohibited #AOWEB
    • 3. Marketing Tactics of Top PerformersLori Wizdo, Principal Analyst3 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
    • 4. Welcome! Thanks for joining us today. Lori Wizdo Atri Chatterjee Principle Analyst CMO, Act-On Software Forrester Research4 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 5. What we’ll cover today How “top performers” organize and invest in marketing Tactics that are working for the top performers The pay-off for top performers5 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 6. TOP PERFORMERS INVEST MORE IN MARKETING6 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 7. Top Performers Invest More in MarketingTop Performers Invest More Heavily inMarketing7 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 8. TOP PERFORMERS ARE MORE AGGRESSIVE USERS OF TECHNOLOGY8 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 9. We analyzed the use of marketing automation for toprevenue performers v. bottom revenue performers9 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 10. Top Performers Are: 10% more likely to be using email automation10 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 11. Top Performers Are: 60% more likely to be automating Lead Management11 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 12. Top Performers Are: 50% more likely to be leveraging Social Media12 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 13. Top Performers Are: 85% more likely to be using Campaign Management13 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 14. Poll:What are your organization’s plans toadopt the following technologies formarketing?14 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
    • 15. TOP PERFORMERS USE A DIFFERENT MIX AT ALL STAGES OF THE L2RM PROCESS15 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 16. L2RM: The End-to-End Marketing/Sales Process Lead Lead SalesAttraction Origination Nurturing Conversion16 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 17. To build awareness, top performers practice the fine art of being found17 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 18. Today’s Buyer’s Require a New Engagement Model Old New Market interactions Market interactions based based on products on business outcomes Scale with media Scale with social and digital media Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report18 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 19. Top Performers Use an Artful Mix of Old and New19 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 20. For lead origination all respondents cite their website as their first choice20 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 21. All respondents cited their websites as #1 for leadorigination “Social Sign-On reported to improve conversion by 30- 50%.” “Anonymous behaviors are later linked to identified prospects by marketing automation tools.” Lori lwizdo@forrester.com Wizdo lwizdo@forrester.com 21 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 22. The simple formula for increasing Inbound Drive More Convert Increase Traffic to More the Visitors Inbound website More SEO Offers Better PR Offers Lower Social the Bar22 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 23. For lead origination, top performers also leverage events.23 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 24. Top performers leverage events for lead origination24 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 25. Maximizing Webinar Effectiveness Webinar / Webcast  Topic, title & content: Clear topic and value proposition from the perspective of your audience  Build attendance: Schedule early, simple registration & confirmation and send timely reminders  Engage the audience: Make the webinar engaging and crisp  Follow up: Send attendees what you promised them & connect with those who missed the event25 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 26. Top Performers Use Lead Nurturing to guide prospects through the buying process.26 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 27. The “Funnel” Circa 201227 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 28. Why the 1st Generation of Lead Nurturing didn’t work. Serial Touches Seller Buyer Eventual Sale 1st Generation Lead Generation was, all too often: About US, not the Drip Marketing On Systematic Sales customer’s Steroids Harassment journey28 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 29. What is lead nurturing today?29 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 30. Top performers engage for lead nurturing “Bottom” performers use passive techniques30 © 2011 Forrester Research, Inc. Reproduction Prohibited 30
    • 31. Lead Nurturing Best Practices Lead Nurturing • Right person, right message, right time • Define buckets based on behavior • Create drip campaigns based on the prospect action Lead Qualification • Score leads based on specific activities, profiles and special events • Surface genuine sales-ready leads Lead Re-Marketing • If lead isn’t ready now, put into Re-Market campaign • Manage, recycle, and reassign sales leads based on specific behaviors • Reduce waste of valuable leads31 © 2011 Forrester Research, Inc. Reproduction Prohibited #AOWEB
    • 32. Example: Re-Marketing “Buckets” No Not Ready Resources Competitor Other in Place32 © 2011 Forrester Research, Inc. Reproduction Prohibited #AOWEB
    • 33. Top Performers carefully manage the ‘hand-off’ to sales33 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 34. Agree on criteria for “sales-ready” leads34 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 35. Define a two-way process for lead flow Inside Sales• Nuture MQL • Adjust with specific • Periodic calls nurturing paths as part of based upon nurturing context stream Marketing Marketing Inside Sales • Score Leads • Define return and Monitor • Matriculate process to SQL lead to sales status Marketing Marketing 35 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 36. Lead Scoring Best Practices Start Somewhere – Begin simply with just a few criteria – “Visited website” / “Clicked on a message” Stay in Sync with Sales – Revisit attributes, actions and scores on a regular basis – Tweak your scoring or process if sales isn’t getting the qualified leads Measure, Measure, Measure – Track conversion and success factors Set Scoring Parameters
 – Set scoring parameters so older behaviors drop out Embrace the Negative 
 – Apply negative scoring when it’s helpful – i.e. Prospect unsubscribes from your email list or lives in a country you don’t sell to Automate – Use technology to apply scores & update them dynamically – Integrate with your CRM system for best results36 © 2011 Forrester Research, Inc. Reproduction Prohibited #AOWEB
    • 37. Top performers market only a smidge more to customers  52% of top performers sited the use of six different tactics  The bottom performers relied heavily on passive techniques, with 70% of respondents citing their website as a tactic used during this stage.  Neither group demonstrated an active, focused marketing effort during this stage, with only a smidge more than 50% of the top performers,37 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 38. FOR TECH MARKETERS, PERFORMANCE MEANS BEING REVENUE RELEVANT38 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 39. Top Performers Max Contribution to Pipeline In the top-performing companies, 38% of the sales pipeline was marketing-sourced versus only 25% for the bottom performers. 39 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 40. The ROMI for a managed L2RM Process Average conversion ratios from Forrester’s ResearchNurturing Lead Lead Pipelineinvestment origination nurturing ready Won deal End-to-endWorst 34% 30% 24% 20% 0.49%performersTop performers 38% 34% 28% 25% 0.90% 50%: six or more touches Nearly double the end-to-end conversion rates It Matters! Base: 136 marketing decision-makers at North American high-tech B2B companies with 100 or more employees Source: 2011 North American B2B Technology Marketing Tactics And Benchmarks Online Survey 40 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 41. Key Takeaways41 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 42. Key Takeaways: Actively engage with prospective customers Get serious about social marketing Don’t abandon the old to embrace the new Start marketing to your customers Automate, measure, report and analyze42 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 43. Thank you.Lori Wizdo+1 617.613.8805lwizdo@forrester.comwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited