Blurred Lines: Where does marketing end and sales begin?


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Blurred Lines: Where does marketing end and sales begin?

  1. 1. Blurred Lines: Where does marketing end and sales begin? Atri Chatterjee Chief Marketing Officer Act-On Software | @ActOnSoftware | #ActOnSW
  2. 2. Great Success Stories • Brands developed over decades around compelling products • Franchises built using traditional techniques | @ActOnSoftware | #ActOnSW
  3. 3. Traditional Marketing and Sales Marketing provides air cover Sales takes down deals | @ActOnSoftware | #ActOnSW
  4. 4. But the Buyers Journey has Changed… • Buyers are doing more research before they call you – 78% start the buying process with a web search – 50% turn to social media and peer reviews 1. Understand & build your strategy around this journey 2. Optimize your lead-to-revenue at each stage 3. Use buyer behavior to trigger actions 4. Tie marketing and sales closely together 5. Measure and improve Source: DemandGen Report | @ActOnSoftware | #ActOnSW
  5. 5. Reaching Today’s Buyer Requires a New Approach Consideration Preference • Content • Content • Content • Advertising • Social • Email • PR & AR • Blog • Webinars • Product • Social • PPC • Freemium Training • Events • Email • Nurturing • Customer programs forums Awareness (virtual & physical) • Partners Purchase • Content for customers • Trials | @ActOnSoftware | #ActOnSW Loyalty • References • Advocacy • Social • User groups • Referrals • Satisfaction
  6. 6. Content is Key to Awareness and Consideration Develop a curriculum and content plan that matches a buyer’s journey. Become a trusted advisor by educating before selling. Get found by optimizing your content for search engines. Use paid advertising to bolster organic search. Reinforce content across multiple channels. | @ActOnSoftware | #ActOnSW
  7. 7. Engagement is Essential in the New Journey Multiple Channels • Engagement through multiple channels • Follow the buyer’s journey Continuous Process • Engagement is a continuous process • Nurturing is essential
  8. 8. Digital Footprints Show What Buyers Want “Website visitor tracking shows you what buyers are interested in, by reporting what pages they visit and how much time they spend. If a prospect downloads a product brochure or whitepaper, we see that action and now have context for a conversation” Bill Doucette, Principal Flycast Partners provides IT Service Management consulting and implementation services. | @ActOnSoftware | #ActOnSW
  9. 9. Drip and Nurture Campaigns Keep Prospects Engaged “I love drip campaigns. It’s like creating a ‘choose-your-own-adventure’ novel; your clients determine what information they want to receive… and we can keep all of our information relevant to the needs of each of our clients at that point in time…” Ben Jackson, Director of Sales & Marketing Online marketplace for voice talent and buyers | @ActOnSoftware | #ActOnSW
  10. 10. Intelligence • Use every engagement opportunity to learn more • Build a profile that combines demographic and behavior information • Gathering intelligence will save sales time and guide them to choose the right talk track | @ActOnSoftware | #ActOnSW
  11. 11. Integrating Marketing & Sales Shows the Whole Picture “Cornerstone integrates email marketing, customized landing pages, website visitor tracking, webinar management, and triggered campaigns. Cornerstone has seen a 22% increase in email open rates. The clickthrough rate has jumped from 1.4 to 2.6, an 86% increase. And total sales due to marketing programs are up over 7%...” Alan Minton, SVP, Sales & Marketing Cornerstone is a travel technology company helping creation, execution, and analysis of travel reservations. | @ActOnSoftware | #ActOnSW
  12. 12. But Winning Customers is Only the Beginning • Happy customers are inspired customers! – It costs 6 – 7 times more to sell to a new customer than to an existing one1 • 70% of buying experiences are based on how the customer feels they are being treated2 • Organizations where marketing and sales are aligned were 38% better at winning customers than those that were not3 Source: 1)Bain & Co.; 2) McKinsey & Co; 3) Marketing Profs research | @ActOnSoftware | #ActOnSW
  13. 13. And Measuring Your Results is Key… | @ActOnSoftware | #ActOnSW
  14. 14. Change the Process & See the Results Marketing Responsibility Sales Responsibility LEADS OPPORTUNITIES CUSTOMERS ENGAGED CUSTOMERS ADVOCATE & FAN Engagement throughout the customer lifecycle | @ActOnSoftware | #ActOnSW
  15. 15. Getting Started 1. Create a strategy 2. Start the dialogue with team 3. Start simple, but execute often 4. Measure and refine 5. Continue to streamline processes with tools | @ActOnSoftware | #ActOnSW
  16. 16. Next Steps Learn More Call +1 (877) 530-1555 Email Web | @ActOnSoftware | #ActOnSW