State of Demand 2013

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State of Demand 2013

  1. 1. State of Demand 2013 EMAIL MARKETING LEAD NURTURING CONTENT MARKETING DEMAND GENERATION INBOUND MARKETING
  2. 2. Overview! Research on Consumers Current State 1: Research on Companies 2: 3: STATE OF DEMAND/OVERVIEW/2013
  3. 3. Marketing STATE OF DEMAND/INTRO/2013 Author: Marketing Automation For Dummies – 2014 Is my love, work, passion, and what I think about all day every day - Mathew “Sweezey”
  4. 4. STATE OF DEMAND/INTRO/2013 People @msweezey
  5. 5. STATE OF DEMAND/INTRO/2013 Strategy @msweezey
  6. 6. STATE OF DEMAND/INTRO/2013 Tools @msweezey
  7. 7. STATE OF DEMAND/INTRO/2013 People Tools Strategy @msweezey
  8. 8. STATS 2013 CONTENT CONSUMER BEHAVIOR SETH GODIN SUPPLY AND DEMAND INCREASE IN CHANNELS
  9. 9. STATE OF DEMAND/STATS/2013 NASA MORE POWER IN A GOOGLE SEARCH,   THAN ALL OF NASA HAD IN TO PUT A MAN ON THE MOON @msweezey
  10. 10. STATE OF DEMAND/STATS/2013 Attention Span 8 seconds @msweezey
  11. 11. 2/3 STATE OF DEMAND/STATS/2013 Consumer Executive Board @msweezey
  12. 12. CONTENT CONTENT CONTENT STATE OF DEMAND/STATS/2013 - Seth Godin (1999) @msweezey
  13. 13. Current Best Content Marketing is king in the age of the internet @msweezey
  14. 14. STATE OF DEMAND/STATS/2013 1960 ! 5 marketing Channels 2013! 60+ marketing Channels 2020! 100’s of marketing Channels Print Radio Television DirectMail Fax Telemarketing Internet Email Facebook @msweezey
  15. 15. Current Best Having strategies which reach across multiple mediums. @msweezey
  16. 16. STATE OF DEMAND/STATS/2013 294 Billion Emails 2 Million Blog Posts 250 Million Photos PER DAY @msweezey
  17. 17. (FRESH) RELEVANT ENGAGING STATE OF DEMAND/STATS/2013 -Jay Baer (2012) @msweezey
  18. 18. Current Best Relevance is the name of the content marketing game @msweezey
  19. 19. SHORT Tracking FORMS STATE OF DEMAND/STATS/2013 - Seth Godin (1999) @msweezey
  20. 20. STATE OF DEMAND/STATS/2013 68%!Lie on custom questions 65%!Lie and give the wrong phone number People when made to answer questions will lie @msweezey
  21. 21. Current Best Use forms to protect your content @msweezey
  22. 22. TRACK DYNAMIC PEOPLE STATE OF DEMAND/STATS/2013 - Seth Godin (1999) @msweezey
  23. 23. STATE OF DEMAND/CONSUMERS/SURVEY Prospects Marketer @msweezey
  24. 24. STATE OF DEMAND/CONSUMERS/SURVEY Prospects Marketer Read 50 pages, and downloaded a white paper Read 3 pages, and downloaded a white paper Has not done anything in 60 days Read 3 pages, and downloaded a white paper @msweezey
  25. 25. Current Best Track individuals with Marketing Automation to be relevant on a 1-1 basis @msweezey
  26. 26. STATE OF DEMAND/STATS/2013 1960 ! 5 marketing Channels 2013! 60+ marketing Channels Content Convert using forms Inboundsearch Tools Strategy Who’s doing it Best? Relevance @msweezey
  27. 27. COMP ANIES 2013 FORTUNE 500 MID MARKET SMB FASTEST GROWING
  28. 28. STATE OF DEMAND/COMPANIES/FOURTUNE-500 500 Fortune
  29. 29. STATE OF DEMAND/COMPANIES/FOURTUNE-500 Enterprise @msweezey
  30. 30. STATE OF DEMAND/COMPANIES/MID-MARKET Mid Market
  31. 31. MidMarket @msweezey STATE OF DEMAND/COMPANIES/MID-MARKET
  32. 32. STATE OF DEMAND/COMPANIES/SMB Small Business
  33. 33. STATE OF DEMAND/COMPANIES/SMB Small Business @msweezey
  34. 34. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies
  35. 35. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies Sales+ Marketing + Technology = Winner
  36. 36. STATE OF DEMAND/COMPANIES/FOURTUNE-500 SaaS Companies $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$ $$$ SaaS
  37. 37. STATE OF DEMAND/COMPANIES/FOURTUNE-500 SaaS Companies 1000’s 1-100 SaaS
  38. 38. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies
  39. 39. BestPractices Forms Marketing Automation Best Practices Enterprise MidMarket SmallBusinesses STATE OF DEMAND/COMPANIES/OVERVIEW @msweezey SaaS SaaS SaaS
  40. 40. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies @msweezey
  41. 41. CONS UMER 2013 RESEARCH CYCLE
 LEGNTH OF CONTENT
 EMAIL
 WANTS
 NEEDS
  42. 42. Prospects @msweezey 330
  43. 43. STATE OF DEMAND/CONSUMERS/SURVEY @msweezey How do you engage?
  44. 44. STATE OF DEMAND/CONSUMERS/SURVEY ResearchofPurchase       Of survey respondents start their searches on Google. 96% @msweezey
  45. 45. STATE OF DEMAND/CONSUMERS/SURVEY ResearchofPurchase       Agree: “As my search deepens on a subject, my search terms usually become more refined as well.” 99% @msweezey
  46. 46. Life Cycle Understanding how consumers find information to make informed decisions @msweezey
  47. 47. STATE OF DEMAND/CONSUMERS/SURVEY 76% go back to Google ContentEngagement       times to research a purchase @msweezey
  48. 48. STATE OF DEMAND/CONSUMERS/SURVEY 123 @msweezey DiagramofResearch      
  49. 49. New Best Understand Stage Based marketing @msweezey
  50. 50. STATE OF DEMAND/CONSUMERS/SURVEY 1 2 3 4 5 Higher Price = More Stages of Research ContentEngagement       91% Agree: Price and Amount of research are directly correlated. @msweezey
  51. 51. Research Understanding how consumers gather information to make informed decisions @msweezey
  52. 52. STATE OF DEMAND/CONSUMERS/SURVEY Of survey respondents said they want different content at each stage of research. 77% ContentEngagement       @msweezey
  53. 53. ContentEngagement       STATE OF DEMAND/CONSUMERS/SURVEY Batch Research Consumers goal is to obtain enough information to make an informed decision. Multiple documents at one time. @msweezey
  54. 54. New Best Understand “RESEACH” and creating content to support your lifecycle @msweezey
  55. 55. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content       1 2 3 @msweezey
  56. 56. Casual Reading Understanding how consumers engage with content on a daily basis @msweezey
  57. 57. ContentEngagement       STATE OF DEMAND/CONSUMERS/SURVEY Single Casual Reading Consumers goal is to stay informed on their industry, profession, or topics of interest. Rarely do you dig deeper. @msweezey
  58. 58. New Best Understand “Casual Reading ” and creating content to support rapport building and SEO @msweezey
  59. 59. STATE OF DEMAND/CONSUMERS/SURVEY Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages. 71% ContentEngagement       @msweezey
  60. 60. Email Nurturing Understanding how consumers engage with disruptive marketing @msweezey
  61. 61. STATE OF DEMAND/CONSUMERS/SURVEY Of survey respondents said email is their primary channel of communication. 90% EmailNurturing       @msweezey
  62. 62. New Best Understand LIFE CYCLE NURTUING and creating campaigns with goals to support your lifecycles @msweezey
  63. 63. EmailNurturing       STATE OF DEMAND/CONSUMERS/SURVEY Subject   @msweezey Copy   CTA  
  64. 64. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Copy       @msweezey
  65. 65. STATE OF DEMAND/CONSUMERS/SURVEY 2 BestPractices SubjectLines       @msweezey 1 3
  66. 66. STATE OF DEMAND/CONSUMERS/SURVEY Research BestPractices Content       @msweezey
  67. 67. New Best Understand Secondary CTA’s to help move people through the stages @msweezey
  68. 68. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content       @msweezey John, Here is an case study from Comscore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it. Or if you’d here is a worksheet they used to help them start on their process. Best, Mathew Sweezey 2 3
  69. 69. Attention Span 8 seconds @msweezey STATE OF DEMAND/COMPANIES/MID-MARKET
  70. 70. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content       @msweezey
  71. 71. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content       1 2 3 Blog Articles Industry Blogs -Any content about how to do their job better Case Study Video Interviews -Any content about how others benefited Buyers Guide Comparisons Sales Sheets -Any content about why you are the best choice @msweezey
  72. 72. New Best @msweezey
  73. 73. STATE OF DEMAND/CONSUMERS/SURVEY Conclusion       @msweezey
  74. 74. STATE OF DEMAND/CONSUMERS/SURVEY Conclusion       @msweezey Life Cycle 1 2 3
  75. 75. STATE OF DEMAND/CONSUMERS/SURVEY Questions

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