Transcript of "FlightPlan GotoMarket Case Study of b2b marketing results"
The Importance of TARGETING“TARGETING” is the process of “bullseye” focusing on high probability prospects based on “handicap ranking”; aka “lead scorecard qualification ” lead qualification. TARGETING Ideal Profiles: TARGETING Communities for Opt-Ins i. Identify “ideal client” profiles based on i. Identify a few select communities with demographics, psychographics, similar attributes of current “ideal clients.” ideal clients. infographics, and buyergrahics that match current clients. ii. Conduct ongoing, routine outreach programs to select targeted communities. Use surveys, ii. Outreach and nurture “ideal client profile polls, contests, email marketing, eMarketing, targets” on a direct, routine basis. and other compelling offers to attract. iii Create interest and maturate (nurture) via iii. engagement marketing programs.
GoToMarket Case Study: Benefits of “TARGETING” to Expand RevenuesThe Business Case: “TARGETING” Case Study Highlight:Today’s market andeconomicenvironment requiresfocusing on a few selectcommunities to ensure a highprobability of success. b bilit f By implementing effective Go-To-Market programs clients have found: †Improved personnel productivity †Decreased sales cycle times †Improved conversion rates †Increased year one revenues †Higher total net lifetime value
GoToMarket Case Study:Benefits of IntelBooster (Primary Research) to Expand Revenues Expand into additional regions and communities cost effectively based on early adopters.
GoToMarket: Benefits of Content to Drive Leads Content > Visits > LeadsSolidWorks Case Study: 100+ Downloads Available 10,000+ Views/Per Month 500 Leads P Month L d Per M th
Benefits of a Portfolio of Revenue SourcesCost of $1.00 of Revenues Varies by Channel: Portfolio of Marketing Lead Sources Reduces Program Costs:
TARGETING Summary Recap1. High Probability of Success (“Probability Selling ) requires Targeting a Few ( Probability Selling”) Select Communities Routinely. Law of Diminishing Return states that top 2 sources Law of Diminishing Return: of leads will provide 80% of the opportunities. Target the top 20% (aka the “Ideal Clients”) directly by account name via LinkedIn/Hoovers using: Google Alerts Twitter Blog RSS Feeds2. Be Found. News & Announcements Conferences & Associations websites, blogs, publications f b bl bl Partners, advisors, influencers Internet, Social Media3. Engage Early and Often. Nuclear Content (content that creates an opinion, sparks discussion) Videos, Demos, Events, Webinars, Seminars
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