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Inbound & Outbound Marketing - Activate A Balanced Approach To Marketing | Benchmark Search Conference 2016

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From Click Consult's Benchmark Search Conference 2016, Bridgewater Hall, 12th July. Presented by Kevin Bobowski, Act-On - Inbound & Outbound Marketing - Activate A Balanced Approach To Marketing. #benchmarkconf2016

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Inbound & Outbound Marketing - Activate A Balanced Approach To Marketing | Benchmark Search Conference 2016

  1. 1. Inbound & Outbound Marketing Activate A Balanced Approach to Marketing KEVIN BOBOWSKI Chief Marketing Officer
  2. 2. THE NEW BUYER’S JOURNEY 78% of consumers start the buying process with a web search. 50% turn to social media and peer reviews to influence their buying decisions. Source: Demand Gen Report
  3. 3. Even Business Buyers are Digitally Savvy 93% prefer to buy online once they decide what they want 74% of B2B buyers find that buying from a website is more convenient. 53% of buyers prefer gathering information online themselves Source: "Death of A (B2B) Salesman", Forrester Research, Inc., April 13, 2015
  4. 4. New Challenges for Marketers 50% of leads are qualified, but are not yet ready to buy. Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost. Source: Demand Gen Report Source: Forrester Research
  5. 5. Is Marketing Still Relevant at Your Company?
  6. 6. Becoming Relevant Again Brand Building and Social Marketing Getting and Retaining Mindshare BRAND Demand Generation & Lead Acquisition Inbound & Outbound, Working Together DEMAND Customer and Partner Marketing Generating Advocacy and Reducing Churn EXPAND THE CUSTOMER EXPERIENCE
  7. 7. TOP INBOUND MARKETING TACTICS IN USE • Social media - 82% • SEO (organic) - 82% • Blogging - 60% • PPC - 41% • 3rd Party - 20% • Other tactics - 13% Source: Demand Metric Research Report
  8. 8. Are leads dead?
  9. 9. B2B companies market to, sell to, and service, accounts – not leads.
  10. 10. [B2B] Putting the “B” back into B2B Marketing
  11. 11. Go old school with your Go-To-Market Strategy 1. 2. 3. 4. How will you win? Where is your target market? What’s your ideal customer profile? Who is your buyer? Influencer?
  12. 12. TOP OUTBOUND MARKETING TACTICS IN USE • Email Marketing - 90% • Tradeshows/Conferences - 62% • Press Releases/Media Relations 61% • Webinars/Virtual Events - 52% • Direct Mail - 33% • Print/Radio/Billboard Ads - 25% • Other Tactics - 14% Source: Demand Metric Research Report
  13. 13. What Does the Data Say About Inbound & Outbound Marketing?
  14. 14. Source: Demand Metric Research Report Most marketers (84%) say both inbound and outbound drive the business.
  15. 15. Inbound vs. Outbound – Percentage of Budget Allocation The percentage of budget allocated is slightly more for outbound marketing (48%) over inbound marketing (44%) Source: Demand Metric Research Report
  16. 16. Inbound and outbound tactics are generating almost equal amounts of leads. Source: Demand Metric Research Report
  17. 17. The percentage of total revenue attributed to inbound (41%) and outbound (43%) is roughly equal Inbound vs. Outbound – Percentage of Revenue Attribution Source: Demand Metric Research Report
  18. 18. Lifetime Value (LTV) ------------------------- Cost of Acquisition

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