Stop Marketing in the Dark

Stop Marketing in the Dark
You Can’t Automate What You Can’t See

Tweet w hashtab #stopdark
Twitter hastag for this webinar
#StopDark

Jeff Ogden, your presenter

Stop marketing in the dark
A Look Back in Time

Life used to be so simple

Changing Technology

High Speed Connections

Communication became electronic

New Ways to Connect

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.

Exploding channels yet still marketing in the dark

Marketing in the Dark no longer works
Only 20% of leads are followed up on
Only 16% of total leads deemed sales-ready, actually close
80% of “bad leads” closed by competitors within 24 months
** Sources: Sirius Decisions; Aberdeen Group

Businesses struggle to find solutions to help them with their outbound efforts

“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

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, Sirius-Decisions
…Not MA SOFTWARE

Enage People – Earn their Trust

The Problem:Visibility. Or Lack There Of.
Website
Visitors there for a reason
Who are you? For whom do you work?
Fill out our form please.
Are you really a prospective customer?

The Problem:Access. Visibility. Focus.
Social 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

Missed Opportunities
Social Media
Missing party if not knowing:
Whose talking about you
Whose griping about something you can solve
Website
It’s your site, you should know:
Why they came
How to contact
Results: Wasted Opportunity to Cultivate and Convert Those
That Are or Could Be Interested in You!

Turning on the light – tools to make it happen

The Opportunity:Turn on the Lights!
Knowwhen leads, customers are visiting; what they’re viewing
Identifytarget contacts from visiting companies
Engagebased on where they’re hanging out; how interacting with you
It’s your site, you should host it.

The Opportunity:So Many Conversations...So Little Time.
Discover social media conversations you should be a part of
Knowappropriate party behavior
Engagebased onopportunities

How to Engage:Put Your Best Foot Forward
Speak andEngagewith
Proper etiquette
Be approachable, personable
Leverage Influencers and taste-makers
Don’t be pushy or overbearing
Avoid prolonged silences
Communicate on all channels

Insights on Website Visitors

Complete Profiles of Prospects

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…

Questions?

Presented by:
Jeff Ogden
Aka The Fearless Competitor
President, Find New Customers
www.findnewcustomers.com
Jeff.ogden@findnewcustomers.com
(516) 495-9350

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Stop Marketing in the Dark

by Find New Customers, Inc. on Aug 18, 2011

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Stop Marketing in the Dark — Webinar Transcript