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DemandGen EMEA: Marketing Automation Webcast#5<br />Case Study: Using Rich Media Marketing to Generate Revenue<br />Oct 12...
Using Rich Media Marketing to Generate Revenue <br />What is Rich Media Marketing (RMM)<br />Why sales and marketing need ...
Who are DemandGen?<br />Lead Management, Marketing Automation and Demand Generation know-how  <br />John Sweeney<br />Cust...
DDI: +44 207 096 1835
www.demandgen.co.uk
L           “B2B Marketing Automation UK”</li></ul>#363 in Inc. Magazines 30th (2011) Annual “Fastest Growing Private Comp...
Today’s Guest <br />Cliff Pollan<br />CEO & Co-Founder<br />VisibleGains, Inc.<br />www.visiblegains.com<br />cpollan@visi...
Question 1: What is Rich Media Marketing?<br />
Rich Media Marketing <br />Anytype of media that offers an enhanced experience relative to older, mainstream formats.<br /...
It’s all about the exper”i”ence<br />
Photo by gothopotam<br />
Question 2: Why do Sales need these Tools?<br />
Why?<br />Today’s prospects are crazy-busy people. <br />Capturing & keeping their attention requires Herculean efforts…<b...
One to One communication<br />www.yourgenericsite.com<br />
% of audience using each learning method<br />Source: Suzanne C. Miller<br />
Rich Media67% - 100%<br />Study by Suzanne C. Miller<br />
The Buying Cycle (Sirius Decisions)<br />Early Stage<br />Middle Stage <br />Late Stage <br />
67%<br />
“Online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase ...
200% - 300%<br />Why for email<br />
53x<br />Why for web<br />
Reasons (example)<br />=<br />163 Views <br />
How  is Rich Media Marketing used in B2B Sales & Marketing?<br />
Right Content – Right Time – Right People<br />LANDING PAGES & BLOG<br />ENGAGE<br />Promote Content<br />Expand A Webinar...
Results – Building Engines<br />Sign-Ups<br />Click-Thru Rate<br />Engagement<br />65%<br />Highly Interested<br />4x<br /...
Results - Timetrade<br />Time to First Meeting<br />Stakeholders<br />Engaged From 1 Email<br />Time to Closed Deal<br />1...
Case Study: Getting A Trial User To Convert<br /><ul><li>Creates Engagement Earlier in the Funnel
Educates and accelerates prospects
Personalizes communication with the Inside Sales team of 12 people</li></ul>Example: Converting A Trial<br />Click Here To...
Success Metrics – Free Trial Follow-Up<br />Actions Taken<br />Stakeholders<br />Engaged*<br />78 %<br />*BASIS:  101 Vide...
Case Study:  Submit A Proposal<br />Core Elements<br /><ul><li>Voiceover PPT Pitch
Meet The Team
Unique Differentiators
Case Studies</li></ul>Business<br />Industry Position<br />Why Schwartz is<br />Good For Your Business<br />Case Studies<b...
Case Study: Schwartz Doubles Close Rate<br />2X<br />More Effective<br />Than Using Text Documents or Power Points<br />To...
Q3: How to get Started <br />
Make it interesting <br />
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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

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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&apos;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&apos;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&apos;t want to search and find information on B product when they were looking for product A. Don&apos;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 &amp; Placement of thumbnail in emailLength of VideoStrength of Call To Action
  • Key impacts to these numbers:Size &amp; Placement of thumbnail in emailLength of VideoStrength of Call To Action
  • Key impacts to these numbers:Size &amp; 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 of "How to Generate Revenue from Rich Media Marketing"

    1. 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. 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. 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. 4. DDI: +44 207 096 1835
    5. 5. www.demandgen.co.uk
    6. 6. L “B2B Marketing Automation UK”</li></ul>#363 in Inc. Magazines 30th (2011) Annual “Fastest Growing Private Companies”<br />
    7. 7. Today’s Guest <br />Cliff Pollan<br />CEO & Co-Founder<br />VisibleGains, Inc.<br />www.visiblegains.com<br />cpollan@visiblegains.com<br />+1 781.350.3416<br />
    8. 8. Question 1: What is Rich Media Marketing?<br />
    9. 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. 10. It’s all about the exper”i”ence<br />
    11. 11. Photo by gothopotam<br />
    12. 12. Question 2: Why do Sales need these Tools?<br />
    13. 13. Why?<br />Today’s prospects are crazy-busy people. <br />Capturing & keeping their attention requires Herculean efforts…<br />Jill Konrath<br />Author, Evangelist<br />
    14. 14. One to One communication<br />www.yourgenericsite.com<br />
    15. 15.
    16. 16. % of audience using each learning method<br />Source: Suzanne C. Miller<br />
    17. 17. Rich Media67% - 100%<br />Study by Suzanne C. Miller<br />
    18. 18. The Buying Cycle (Sirius Decisions)<br />Early Stage<br />Middle Stage <br />Late Stage <br />
    19. 19. 67%<br />
    20. 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. 21. 200% - 300%<br />Why for email<br />
    22. 22. 53x<br />Why for web<br />
    23. 23. Reasons (example)<br />=<br />163 Views <br />
    24. 24. How is Rich Media Marketing used in B2B Sales & Marketing?<br />
    25. 25. Right Content – Right Time – Right People<br />LANDING PAGES & 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. 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. 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. 28. Case Study: Getting A Trial User To Convert<br /><ul><li>Creates Engagement Earlier in the Funnel
    29. 29. Educates and accelerates prospects
    30. 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. 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. 32. Case Study: Submit A Proposal<br />Core Elements<br /><ul><li>Voiceover PPT Pitch
    33. 33. Meet The Team
    34. 34. Unique Differentiators
    35. 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. 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. 37. Q3: How to get Started <br />
    38. 38. Make it interesting <br />
    39. 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. 40. Personalization<br />Is important<br />
    41. 41. Being Personal – Buyer Led<br />Key Results:<br /><ul><li>Re-usable way to make a personal connection with prospects
    42. 42. Can be used to qualify in advance of a discussion
    43. 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. 44. Integrating with Marketing Automation and CRM <br />
    45. 45. Summary <br />
    46. 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. 47. Questions <br />
    48. 48. Where to Find Us? <br />
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