Knowledge-Driven Marketing: How BreakingPoint is Increasing Sales with Real-Time Lead Behavior Insight

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Knowledge-Driven Marketing: How BreakingPoint is Increasing Sales with Real-Time Lead Behavior Insight

  1. 1. Knowledge Driven Marketing:How BreakingPoint is increasingSales with Real-time LeadBehavior InsightPresenters:Pam ONeal, Vice President of Marketing, BreakingPointSystemsAlli Libb, Moderator, American Marketing Association Sponsored by:The audio portion of today’s presentation is available via broadcast audio.You can also dial in to hear audio:Participants (US & Canada, Toll Free): 800.945.9434Participants (International): +1 212.231.2908
  2. 2. 2Register on the AMA Website
  3. 3. Housekeeping Items Recording A recording of this presentation will be sent via email Slides A link to the slides will be sent via email Twitter Please reference hash tag: #aoweb, when tweeting about this webinar
  4. 4. About ActOn Marketing Automation for the Fortune 5,000,000 www.actonsoftware.com
  5. 5. 5Today’s Presenter • Nationally recognized speaker, thought leader and innovator in B2B demand generation • Early adopter of Marketing Automation technology • Executed award-winning campaigns that Pam ONeal combine social media, viral, content, and Vice President of Marketing direct marketing techniques BreakingPoint Systems with automation to drive exceptional revenue growth
  6. 6. Knowledge-DrivenMarketingHow BreakingPoint Increases Saleswith Real-Time Insight and 360 DegreeViews of Lead Behavior
  7. 7. Breaking Out
  8. 8. LEAN
  9. 9. STRATEGIC
  10. 10. 2008 Listen Learn BuildCREDIBILITY
  11. 11. Inbound MarketingMarket Activity Competition Prospects InternalSegments Presence Interests SMEsKeywords Channels Behavior Resources/AssetsInfluencers Activities Participation ConversationsTrends Content Monitor Market Activity Develop and Execute Inbound Marketing Strategy Monitor, Measure & Optimize
  12. 12. Buyer ProfilingPersona CRM Analytics
  13. 13. Content PreferencesSource: TechTarget 2009 Media Consumption Report:Mindset of the IT Pro During the Recession
  14. 14. Content Creation Create . - Concept - Blog post - Web page 0 Expand - Video Optimize - Webinar - Messaging - Whitepaper Content CONTENT - - SEO Shareability - Case Study * Engine - * Offers Promote Measure * - Social Media - Views - Aggregators - Sources - Partners Analytics - Conversion - Outbound
  15. 15. Insights Fuel Early Deals -- -- -- -- Marketing- -- Driven Sales Opportunities -- -- --
  16. 16. 2009 Automate OptimizeCREDIBILITY AWARENESS
  17. 17. Integrating Outbound Email Newsletter Appt. Setting Field Sales
  18. 18. Inbound Insight
  19. 19. Outbound Insight
  20. 20. Automation & Integration --Accelerates Growth ---- Marketing--- Driven Sales Opportunities--------
  21. 21. 2010-2011 Integrate ExpandCREDIBILITY AWARENESS GROWTH GROWTH
  22. 22. Micro-Targeting Engine Custom Content Targeted Views Offers Download Interests Center Inside Sales
  23. 23. Optimization Supports --Sustained Growth ---- Marketing--- Driven Sales-- Opportunities------
  24. 24. 600+% Marketing ROI Budget 2008 2009 2010 2011
  25. 25. Knowledge-Driven MarketingOptimal Use of • Targeted inbound + outbound flows • Nimble, integrated marketing programs • Clear, measurable ROI • Track and optimize marketing contribution • Increase pipeline velocity • Reduce costs with better use of budget and greater productivity • Sales and Partner collaboration • Cohesive brand experiences across media
  26. 26. Q&A
  27. 27. Questions and Answers How to Submit Questions 1. Submit questions using the chat box located on the left-hand side of your screen. 2. Submit questions via Twitter by referencing the hash tag #aoweb Additional Questions? Contact Pam on Twitter at: @poneal Visit www.actonsoftware.com or call (877) 530-1555 General AMA Questions can be sent to: alibb@ama.org
  28. 28. Thank You for your Participation!Additional Questions?Contact Pam on Twitter at: @ponealVisit www.actonsoftware.com or call (877) 530-1555General AMA Questions can be sent to: alibb@ama.orgRecordingA link to the recording of this presentation will be sent to youPresentationA link to the presentation will be sent to youTwitterPlease reference hash tag: #aoweb, when tweeting about this webinar Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA

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