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Active insight customer_overview_q4_2011_slideshare
The document discusses how the rules of B2B marketing are changing in today's real-time digital world. Marketers now need a new playbook that focuses on inbound, targeted strategies like micro-segmentation, social media, and adaptive channels rather than outbound mass marketing. Sales teams also need to shift from blind cold calls to intelligence-based, real-time interactions. The key is for marketers to provide the right message to the right prospect at the right time by capturing "digital body language" to understand intent and segment prospects in real-time. This allows aligning marketing and sales for more effective customer acquisition optimization.
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Active insight customer_overview_q4_2011_slideshare
- 1. Turning Insight intoAction Customer Acquisition Optimization Customer Acquisition Optimization www.activeinsightsaas.com
- 2. The Rules ofB2B Marketing are Changing We live in a real-time culture where online, mobile and social media create new information constantly B2B marketers struggle for mind share while the prospect’s concentration span narrows Marketers must provide the right message to the right person at the right time 110 million tweets/day, Billions of blogs and communities, 22% of time spent on the internet is social, 98% of online B2B prospects are anonymous. Source: Comscore 2011, Nielsen Wire, Gartner Research www.activeinsightsaas.com
- 3. The Rules ofB2B Marketing are Changing Marketers need a new playbook Outbound - General Mass marketing/spamming Paid Media Conventions Email blast campaigns Sales teams should shift gears Blind cold calls Outbound emails Lead Generation www.activeinsightsaas.com
- 4. The Rules ofB2B Marketing are Changing Marketers need a new playbook Outbound - General Inbound - Targeted Mass marketing/spamming Micro-segmentation Paid Media Earned Media Conventions Social media, blogs, tweets Email blast campaigns Adaptive channels Sales teams should shift gears Blind cold calls Intelligence-based interactions Outbound emails Real-time auto-engagements Lead Generation Contextual lead qualification www.activeinsightsaas.com
- 5. Digital Body Language ActiveInsightcaptures Digital Body Language to segment and engage with prospects in real-time based on their intent and potential and provide valuable sales intelligence Geo/Org www.activeinsightsaas.com
- 6. Real-time Inbound Marketing Online Prospects White papers, Case Studies, Webinars, Offers, PR’s … www.activeinsightsaas.com
- 7. Real-time Inbound Marketing Online Prospects White papers, Case Studies, Webinars, Offers, PR’s … Deliver the right message to the right person at the right time www.activeinsightsaas.com
- 8. The Traditional MarketingFunnel SEO, PPC, Events, Social Forms New Leads Email Lead Nurturing Opportunities Sales Hand-off New Customers www.activeinsightsaas.com
- 9. The REAL MarketingFunnel SEO, PPC, Events, Social Top Funnel Anonymous Prospects = The 1st Mile 98% Micro Segmentation Forms Adaptive Content New Leads Real-time Engagement Email Sales Intelligence Lead Nurturing Opportunities Sales Hand-off New Customers www.activeinsightsaas.com
- 10. Customer Acquisition Optimization Engage top-funnel prospects Accelerate Marketing Automation Align marketing and sales Provide critical sales intelligence Segment, Adapt and Engage relevant prospects based on Prospect intent and digital body language Prospect organization, sector, geo Social profile Existing CRM data www.activeinsightsaas.com
- 11. Turning Insight intoAction Customer Acquisition Optimization Customer Acquisition Optimization http://www.activeinsightsaas.com www.activeinsightsaas.com info@activeinsightsaas.com