The document discusses how marketing automation can help companies improve speed to market and respond more quickly to ready buyers. It provides examples of how MedeAnalytics was able to reduce their campaign launch time from 2-3 weeks to just days or hours by using automated marketing software. Additionally, the document notes that automated solutions allow companies to prioritize hot leads, nurture longer-term leads, and establish the right cadence of contact based on buyer behavior.

1. #AOWEB October 26, 2011
The Demand Generation
Time Machine
Increasing market share
and revenue by improving
speed to market

2. Today’s Speakers
Doug Hart
Associate VP of Marketing and
Corporate Communications
MedeAnalytics
Andrew Gaffney
Editor
DemandGen Report
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3. Critical Role of Time
in Demand Generation
Buyers now have
information at their
fingertips. When they are
ready, they fast-forward
the engagement process
and expect an immediate
response from solution
providers.
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4. Campaign Constraints
According to the CMO Council’s 2011 State of
Marketing, the top challenges marketers list are
the inability to:
– Segment, target and tailor messaging to
customer audiences (precision marketing);
– Localize content and campaigns for
varying markets and audiences; and
– Measuring and validating campaign
effectiveness and business value.
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5. Condensing Time To Launch
Relying on an IT or outside
agency to create invites,
landing pages, adds
significant time to launch a
campaign.
 On average companies
using automated
solutions have been able
to condense from 2 to 3
weeks to days or even
hours.
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6. Critical Role of Time
in Demand Generation
Sales and marketing teams that
are unable to identify and
respond to ready buyers within
hours or even minutes, risk being
left out of deals.
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7. The Need For Speed
According to the
InsideSales.com/MIT Lead-
Response Management study:
– Time of day and day of
week each have
significant impact on
contact success.
– The odds of contacting a
lead decrease by over
10x in the first hour
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8. Prioritizing Ready Buyers
By scoring prospects based on demographic and
activity criteria, organizations are able to prioritize
the hot leads for immediate follow up.
 According to research from Gleanster, 23% of
firms ranked as top performers were utilizing
lead scoring;
 Only 5% of average firms
were using scoring
systems.
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9. Nurturing Longer-Term Buyers
Scoring also helps to identify and
appropriately categorize longer-term leads
for nurturing.
– According to benchmark data from
research firm SiriusDecisions, 80% of the
prospects deemed “bad leads” by sales
teams do go onto buy within 24 months.
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10. Right-Timing Touches
With deeper intelligence on buyer behavior,
marketers are able to establish the right
cadence and respond with relevant
information based on the buyer’s needs.
– A recent study by the Bridge Group
found it takes an average of seven
touches to convert a “suspect” to a
“prospect.”
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11. Born On Dates For Data
According to recent research
from ZoomInfo, 70.8% of business
cards collected in the U.S. had
one or more change in a 12-
month period.
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12. MedeAnalytics
Douglas E. Hart
AVP, Marketing and Corporate
Communications

13. Pre-Marketing Automation
Manual import
Set-up in Manually
Excel to
WebEx assign leads
Salesforce
Follow-up with
Create HTML Send more
sales via
email emails
spreadsheet
Get Excel of No tracking or
Send email
attendees priority
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14. Post-Marketing Automation
WebEx
Salesforce
Act-On
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15. Campaign Lead Sources
Twitter
Direct
LinkedIn
Mail
Events Webinar
Incoming
Web site
Call
Print
Sales Trade
Links
Leads
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16. Webinar Production Timeline
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17. Webinar
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18. Forms
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19. Registration Confirmation
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20. Reminder
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21. Message Report
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22. Link To Salesforce
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23. Lead Scoring
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24. Act-On Portal
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25. Summary
• Quick time to deploy
• End-to-end automation
• Integration
• Functionality
• Ease of use
• Increased productivity
• Customer support
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26. Brought to you by:
Marketing Automation for the Fortune 5,000,000
www.actonsoftware.com
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Follow-up Questions:
marketing@actonsoftware.com
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27. About DemandGen Report
 Launched in 2007 to track
best practices in lead
generation
 Newsletter has grown to
more than 25,000 readers
 We also offer a menu of
research and best practices
reports
 New audio/video podcasts @DG_Report
at DemandGenReport.com linkd.in/DG_Specialists
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28. Thank You
Download:
“The Critical Role Of Time
Access the event recording: Successful Demand
Generation Programs” White
http://bit.ly/WS-TMachine Paper:
http://www.actonsoftware.com/acton/attac
hment/248/f-027f/0/-/-/-/-/file.pdf
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