Mutliplying Results Throughout the Buyers Journey - Pardot Users ConferencePresentation Transcript
Multiplying Results at Every Touchpoint in the Buyer’s Journey Pardot User Conference September 29, 2010
Is this your market?
Or is this your market?
Define it… #1 Company with $250 million in sales & 1,500 employees #2 Retailers, Distributors, Healthcare and services #3 Many locations or stores #4 Mobile workforce #5 Headquartered in North America
Sales & Marketing have to work together
Compare it to your customers
Compare it to your visitors
Is this your data?
This is better…
Bad data costs $$$ How much it costs to fix a contact upon it entering your database How much it costs to keep a bad record in your database, use it and clean it up later
Best in class databases
No segmentation Target this market of 1,000 …end with 50 leads
Segmentation Find & target the high interest segments 5% 9% 1% 7% 3% Get 84% of the results in 60% of the spend
..and, improve your targeting
Let’s recap Define your market
Let’s recap Validate the definiton
Let’s recap Combine your databases
Let’s recap Clean & Enhance
Let’s recap Identify priorities
Media Publishers and Marketing Automation – A Love Story
A Publisher’s View on IT Buyer Activity and the Application of Marketing Automation
What Do Publishers Know? What kinds of content assets do users prefer and interact with? Which content resonates in a particular portion of the buy-cycle?
The Publisher’s Challenge How can a publisher capture and leverage the “activity intelligence” generated by users activity on our websites? How can we take advantage of the user activity “vapor trail” to create a better experience for the user and more productive lead stream for the vendor? What does a publisher driven nurturing offering look like?
The Publishing World has Changed NEW WAY: Real Time Now learn from the richer viewof a user’s current Activity OLD WAY: Point in time Used to depend on traditional information gathering
A Multi-step Marketing Automation Model – Moving from MQLs to SQLs Client Marketing & Qualification Data/Service Delivery Leads with Activity Data Pass-thru of Activity Intelligence Data to Client MAM / CRM Solution Custom Nurturing Executed by Client From Simple Re-messaging And Content Follow-up To Custom Nurturing Campaigns Driven By User Activities as well as Through Email and Website Activities Custom Nurturing Executed by TechTarget From Simple Re-messaging And Content Follow-up To Custom Nurturing Campaigns Driven By User Activities
You want me to take the time to? “Laboriously type my name and job related information into a cumbersome form.” “Give you my email, so you can spam me” “Give you my phone number, so you can have some sales rep call me.” Sure. I’ll do that!
Biggest challenges facing email marketing Recipient mailboxes are swamped and all email suffers Spam is eroding trust in email Email doesn’t get the budget/attention it deserves Willingness of people to opt-in to new email lists Lack of accountability/measurement Difficulty with effective email creative due to image blocking Deliverability
The best way to meet e-marketing campaign objectives
Get them to “trust us’
Teach them something
Get them to view us as a valued partner
Send prospects a lot more emails “Fire hose” them with a lot of white papers Send them a lot of product offers Make them a lot of special deals or
Offer The four “Cs” of B2B marketing differ from the four “Ps” of classical marketing Content – the creation of a steady stream of engaging content Connection – connecting with the audience you wish to attract Communication – communicating with them in an ongoing conversation Conversion – and then converting them at the illusive moment of need Paul Dunay, Global Managing Director of Services and Social Marketing for Avaya