This document discusses how businesses struggle with marketing in the dark without visibility into website visitors and social media conversations. It notes that only 20% of leads are followed up on and 16% of leads are deemed sales-ready. The presentation recommends using tools to gain real-time visibility into website visitors and conversation filters to discover social media discussions to better engage prospects. It promotes the Act-On marketing platform for its email marketing, tools in one platform, and affordable pricing to help companies stop marketing in the dark.

1. August 17, 2011
Stop Marketing in the Dark
You Can‟t Automate What You Can‟t See

2. Jeff Ogden, your presenter

3. A look back in time
STOP MARKETING IN THE DARK

4. Life used to be so simple

5. Changing technology

6. High-speed connections

7. Communication became electronic

8. New ways to connect

9. Result: Buyers are better
informed than ever
• Buyers are overflowing with
information
• But:
• Fewer active buyers
• Longer buying cycles
• More people involved in buying
decisions

10. Exploding channels…yet still
marketing in the dark

11. Marketing in the dark
no longer works
Only 20% of leads Only 16% of total 80% of “bad leads”
are followed up on leads deemed sales- closed by
ready, actually close competitors within
24 months
** Sources: Sirius Decisions; Aberdeen Group

12. Businesses struggle to find solutions to help them
with their outbound efforts
STOP MARKETING IN THE DARK

13. “Here to save the day!”
“Buy our software”
• 107% better lead conversion rate
• 40% greater average deal size
• 20% higher team attainment of quota
• 17% better forecast accuracy
Aberdeen Group - “Marketing Automation 101:
Ensuring Early Success with the Basics;
Maturing Your Deployment for Long‐Term ROI”
June 2010

14. It‟s really about visibility & people…
“…B2B world slow to embrace marketing
automation…analysts estimating less than 10% of
companies currently utilize the technology.”
– Marketing Sherpa
“We believe less than 25% of those who have
marketing automation are taking full advantage of
the system’s functionality.”
– John Neeson, SiriusDecisions
…Not MA SOFTWARE

15. Engage people – earn their trust
STOP MARKETING IN THE DARK

16. The problem:
Visibility…or lack thereof
Website
Visitors there for a reason
• Who are you? For whom do
you work?
• Fill out our form please.
• Are you really a prospective
customer?

17. The problem:
Access…visibility…focus
Social media
• Overwhelming # of
conversations
• Treat new-media like
old-media
• Wrong focus: followers/likes
vs. building relationships
• Limited ability to monitor/join
• Still untested waters

18. Missed opportunities
Website Social media
It‟s your site, you should know: You‟ll miss the party if you don‟t know:
• Why they came • Who‟s talking about you
• How to contact • Who‟s griping about something
you can solve
Results: Wasted opportunity to cultivate and convert those
that are or could be interested in you!

19. Turning on the light – tools to make it happen
STOP MARKETING IN THE DARK

20. The opportunity:
Turn on the lights!
• Know when leads,
customers are visiting;
what they‟re viewing
It’s your site,
• Identify target contacts you should host it.
from visiting companies
• Engage based on where
they‟re hanging out; how
interacting with you

21. The opportunity:
So many conversations…so little time
• Discover social media
conversations you should
be a part of
• Know appropriate party
behavior
• Engage based on
opportunities

22. How to engage:
Put your best foot forward
Speak and Engage with
proper etiquette
• Be approachable, personable
• Leverage Influencers and
taste-makers
• Don‟t be pushy or overbearing
• Avoid prolonged silences
• Communicate on all channels

23. Insights about website visitors

24. Complete profiles of prospects

25. What you need to keep the lights on!
Must haves:
• Real-time website visitor visibility;
„they‟re here‟ alerts
• Conversation filters; quick posting
• Simultaneously post multiple channels
• Real-time lead profile; behavioral view
for sales engagement
Turn visitors and conversations into conversions…

26. Stop Marketing in the Dark
Questions?

27. Presented by:
• Jeff Ogden
• Aka The Fearless Competitor
• President, Find New Customers
• www.findnewcustomers.com
• Jeff.ogden@findnewcustomers.com
• (516) 495-9350

28. Stop marketing in the dark!
Act-On marketing platform
World Class E-Mail Complete Set of Tools Approach and Terms
Marketing Core and on One Platform that Work
Deliverability
• Drip, Web Analytics, • Start Simple, Automate
• 3rd Generation Email Landing Pages, Forms, at Own Pace
Scoring, CRM Integration,
• No Extra Cost for Social Media, Reporting • Affordable Pricing; Month-
Deliverability and More… to-Month Contracts
• Focus Usability, Simplicity • Live Customer Support –
and Manageability At No Additional Costs

29. Next steps:
Tremendous opportunity
Slides and recording will be made available.
Learn more about Act-On
Join weekly demo:
www.actonsoftware.com
Request 1x1 demo:
sales@actonsoftware.com or
(877) 530.1555