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How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
How to Generate Revenue from Rich Media Marketing
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How to Generate Revenue from Rich Media Marketing

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Slides from webcast I did with Cliff Pollan, CEO Visible Gains on Generating Revenue for Rich Media Marketing and Marketing Automation

Slides from webcast I did with Cliff Pollan, CEO Visible Gains on Generating Revenue for Rich Media Marketing and Marketing Automation

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  • “DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems. We are the trusted advisor to the world's leading sales and marketing teams combining superior service, business process, and technology expertise.”
  • Always evolving definition as new formats are introduced and old formats become part of the mainstream (or disappear).NewPersonal, Specific, Interactive, Sight, Sound, and
  • Video came to the internet it could be InteractiveHard for people to understand. What were the first radio shows. - People reading the newspaper. First TV Shows – Radio announcers broadcasting their showCreate personal experience. Why matter - Trying to think about the buyer. Busy crazy people. Only have short time and want to make rich experience for them.
  • What's the worst thing to do when they want more specific details from you as a sales rep? Send them to you website that looks like a supermarket. They didn't want to search and find information on B product when they were looking for product A. Don't make it harder to find the information they need.
  • Video is a good learning style for the far majority. So why still text
  • Prospects are 2/3rds through their research and evaluation process before they ever engage with a sales repLow Cost Customer Acquisition modelsInside Sales – Low TouchLogMeIn, Constant Contact, Salesforce.comTouchless Conversions10% of visitors do a trials and 20% convert to paidFreemiumEase of Install, Use, with clear Instruction and ProofEfficiencies / Productivity
  • Joe to present this slide
  • Jon - Remove words – get point across – can have 200% - 300% or some other neat way. Perhaps one small email and one much bigger. Could follow that them through . Might be too busy
  • John - - Change this not to have words
  • Use in all parts of the funnelGoals - Increase engagement and conversion
  • Key impacts to these numbers:Size & Placement of thumbnail in emailLength of VideoStrength of Call To Action
  • Key impacts to these numbers:Size & Placement of thumbnail in emailLength of VideoStrength of Call To Action
  • Key impacts to these numbers:Size & Placement of thumbnail in emailLength of VideoStrength of Call To Action
  • This slide may not be seen…
  • Interview Clip:Frequently Asked QuestionTip or Best PracticeMeet a Team memberVoice-Over Diagram:Present slidesExplain conceptDescribe an experienceCapture ScreencastDemo a featureAnswer support questionProvide training
  • CLIFF POLLAN SLIDETRANSITION: Let me hand it back over to Steve to bring it in to the home stretch…
  • Transcript

    • 1. DemandGen EMEA: Marketing Automation Webcast#5<br />Case Study: Using Rich Media Marketing to Generate Revenue<br />Oct 12th 2011/ 1PM/2PM CET <br />John Sweeney<br />Customer Success Director<br />DemandGen UK <br />Cliff Pollan<br />CEO,Visible Gains <br />
    • 2. Using Rich Media Marketing to Generate Revenue <br />What is Rich Media Marketing (RMM)<br />Why sales and marketing need RMM tools. <br />How they support the buyers journey.<br />How RMM is used in B2B sales and marketing.<br />Getting Started <br />Integrating RMM with Marketing Automation and CRM Systems.<br />
    • 3. Who are DemandGen?<br />Lead Management, Marketing Automation and Demand Generation know-how <br />John Sweeney<br />Customer Success Director<br />DemandGen UK <br /><ul><li>John.sweeney@demandgen.com
    • 4. DDI: +44 207 096 1835
    • 5. www.demandgen.co.uk
    • 6. L “B2B Marketing Automation UK”</li></ul>#363 in Inc. Magazines 30th (2011) Annual “Fastest Growing Private Companies”<br />
    • 7. Today’s Guest <br />Cliff Pollan<br />CEO &amp; Co-Founder<br />VisibleGains, Inc.<br />www.visiblegains.com<br />cpollan@visiblegains.com<br />+1 781.350.3416<br />
    • 8. Question 1: What is Rich Media Marketing?<br />
    • 9. Rich Media Marketing <br />Anytype of media that offers an enhanced experience relative to older, mainstream formats.<br />http://www.marketingterms.com/dictionary/rich_media/<br />
    • 10. It’s all about the exper”i”ence<br />
    • 11. Photo by gothopotam<br />
    • 12. Question 2: Why do Sales need these Tools?<br />
    • 13. Why?<br />Today’s prospects are crazy-busy people. <br />Capturing &amp; keeping their attention requires Herculean efforts…<br />Jill Konrath<br />Author, Evangelist<br />
    • 14. One to One communication<br />www.yourgenericsite.com<br />
    • 15.
    • 16. % of audience using each learning method<br />Source: Suzanne C. Miller<br />
    • 17. Rich Media67% - 100%<br />Study by Suzanne C. Miller<br />
    • 18. The Buying Cycle (Sirius Decisions)<br />Early Stage<br />Middle Stage <br />Late Stage <br />
    • 19. 67%<br />
    • 20. “Online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle.” <br />- Video Marketing Benchmark 2009<br />
    • 21. 200% - 300%<br />Why for email<br />
    • 22. 53x<br />Why for web<br />
    • 23. Reasons (example)<br />=<br />163 Views <br />
    • 24. How is Rich Media Marketing used in B2B Sales &amp; Marketing?<br />
    • 25. Right Content – Right Time – Right People<br />LANDING PAGES &amp; BLOG<br />ENGAGE<br />Promote Content<br />Expand A Webinar<br />Post A Topic<br />WEBSITE<br />NURTURE<br />Demo An Offering<br />Share A Testimonial<br />Provide An Overview<br />SALES PROCESS<br />CLOSE<br />Submit A Proposal <br />Send Follow-Ups<br />Make A Connection<br />Page 22<br />
    • 26. Results – Building Engines<br />Sign-Ups<br />Click-Thru Rate<br />Engagement<br />65%<br />Highly Interested<br />4x<br />Baseline<br />2x Baseline<br />
    • 27. Results - Timetrade<br />Time to First Meeting<br />Stakeholders<br />Engaged From 1 Email<br />Time to Closed Deal<br />10<br />10 Days<br />90 Days<br />
    • 28. Case Study: Getting A Trial User To Convert<br /><ul><li>Creates Engagement Earlier in the Funnel
    • 29. Educates and accelerates prospects
    • 30. Personalizes communication with the Inside Sales team of 12 people</li></ul>Example: Converting A Trial<br />Click Here To Watch An Example<br />Copyright 2012 - VisibleGains, Inc.<br />
    • 31. Success Metrics – Free Trial Follow-Up<br />Actions Taken<br />Stakeholders<br />Engaged*<br />78 %<br />*BASIS: 101 Video Landing Page Views between May 1 and June 1<br />Copyright 2012 - VisibleGains, Inc.<br />
    • 32. Case Study: Submit A Proposal<br />Core Elements<br /><ul><li>Voiceover PPT Pitch
    • 33. Meet The Team
    • 34. Unique Differentiators
    • 35. Case Studies</li></ul>Business<br />Industry Position<br />Why Schwartz is<br />Good For Your Business<br />Case Studies<br />Introduction<br />Meet The Team<br />Personal Thank You<br />And Contact<br />Copyright 2012 - VisibleGains, Inc.<br />
    • 36. Case Study: Schwartz Doubles Close Rate<br />2X<br />More Effective<br />Than Using Text Documents or Power Points<br />To Close The Deal<br />Testimonial: Schwartz on Video Proposals<br />Click Here To Watch An Example<br />Copyright 2012 - VisibleGains, Inc.<br />
    • 37. Q3: How to get Started <br />
    • 38. Make it interesting <br />
    • 39. Do something simple<br />INTERVIEW CLIP<br />VOICE-OVER DIAGRAM(S)<br />CAPTURE SCREENCAST<br />Get Started - VisibleGains Top Tips <br />Tip #2<br />Tip #3<br />Tip #1<br />
    • 40. Personalization<br />Is important<br />
    • 41. Being Personal – Buyer Led<br />Key Results:<br /><ul><li>Re-usable way to make a personal connection with prospects
    • 42. Can be used to qualify in advance of a discussion
    • 43. Supports directly booking a meeting for those prospects that are ready for the next step</li></ul>Example: Sales Follow Up<br />http://apps.vg/v/4dc9f51feaeac0119f0000af/<br />
    • 44. Integrating with Marketing Automation and CRM <br />
    • 45. Summary <br />
    • 46. Getting Started – Free Resources<br />Send email to Cliff@VisibleGains.com<br />Subject line DemandGen<br />7 Tips for Connecting 1 to 1<br />Free account for creating personal pages<br />
    • 47. Questions <br />
    • 48. Where to Find Us? <br />

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