Stop Marketing in the Dark
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Stop Marketing in the Dark



Enough already! Marketing automation is not the Holy Grail, it’s merely the means to pursuing it. ...

Enough already! Marketing automation is not the Holy Grail, it’s merely the means to pursuing it.

The game is really about visibility. That's your opportunity, and that’s what you should be focusing on.

Join Jeff Ogden for a reality check: Why marketing in the dark doesn’t work, and what you should be doing to:
• Shed light on what your prospects are doing
• Shed light on how they want to be engaged
• Shed light on what next best steps should be

If you want to truly build deep relationships with your prospects and harness innovative ways to use the marketing tools out there, this is one webinar you can’t afford to miss.



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  • Added in “visibility” – automation gives tools to manage channels; but real opportunity is the visibility you can achieve about customer interactions and creating two-way interaction, best way to engage based on information captured in MA tool.
  • First bullet- all channels; NOT JUST TWITTER

Stop Marketing in the Dark Stop Marketing in the Dark Presentation Transcript

  • Stop Marketing in the Dark
    You Can’t Automate What You Can’t See
  • Tweet w hashtab #stopdark
    Twitter hastag for this webinar
  • Jeff Ogden, your presenter
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  • Stop marketing in the dark
    A Look Back in Time
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  • Life used to be so simple
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  • Changing Technology
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  • High Speed Connections
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  • Communication became electronic
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  • New Ways to Connect
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  • 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.
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  • Exploding channels yet still marketing in the dark
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  • 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
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  • Stop marketing in the dark
    Businesses struggle to find solutions to help them with their outbound efforts
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  • “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
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  • 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
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  • Stop marketing in the dark
    Enage People – Earn their Trust
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  • The Problem:Visibility. Or Lack There Of.
    Visitors there for a reason
    • Who are you? For whom do you work?
    • Fill out our form please.
    • Are you really a prospective customer?
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  • 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
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  • Missed Opportunities
    Social Media
    Missing party if not knowing:
    • Whose talking about you
    • Whose griping about something you can solve
    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!
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  • Stop Marketing in the Dark
    Turning on the light – tools to make it happen
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  • 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.
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  • The Opportunity:So Many Conversations...So Little Time.
    • Discover social media conversations you should be a part of
    • Knowappropriate party behavior
    • Engagebased onopportunities
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  • 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
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  • Insights on Website Visitors
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  • Complete Profiles of Prospects
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  • 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…
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  • Questions?
    Stop Marketing in the Dark
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  • Presented by:
    Jeff Ogden
    Aka The Fearless Competitor
    President, Find New Customers
    (516) 495-9350
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