1. Digital Marketing for SMBs
Atri Chatterjee

2. Agenda
• A macro view into marketing at SMBs
• What differentiates the top performers?
• Three illustrative case studies
• Ideas for getting started

3. Some New Research By Act-On
• What 1,000 to
2,499
employees
– Study of small and mid-sized businesses 22%
50 to 249
conducted by Act-On and Forrester employees
48%
– Survey done in August and early 500 to 999
September 2012; results still preliminary employees
14%
• Who
250 to 499
– 206 companies in North America employees
16%
– Between 50 and 2,500 employees
– B-to-B and B-to-B-to-C Executive
1% Head of
Marketing
• Why Manager
17%
of
– To understand how SMBs are marketing marketing
45%
online
– See if any differences between top Senior
performers & the rest manager
in
Individual
contributor marketing
0% 37%

4. Top Performers, At Plan & Laggards
Laggards
Below
Plan, 20% Top Performers
Above
Plan, 35%
At or close
to Plan, 45%
Total respondents = 206

5. Impact of the Economy on Marketing
How has the economic slowdown affected your approach to marketing?
Reduced
marketing 36%
budget/expenses
Kept marketing
budget/expenses 35%
unchanged
Increased
marketing
24%
efforts/budgets/
expenses
Decreased
10%
marketing staff
Increased
8%
marketing staff
Other 0%
Total respondents = 206

6. Amount Spent on Marketing Programs
Don't know 8%
More than
10%
5%
9% to 10% 5%
7% to 8% 10%
5% to 6% 16%
2% to 4% 25%
Less than 2% 32%
Total respondents = 206

7. Marketing Challenges Faced
What are your biggest marketing challenges right now?
Converting more leads into
opportunities 41%
Increasing sales from existing
customers 39%
Differentiating from competition 33%
Closing more deals from existing lead
flows 33%
Visibility/Awareness 32%
Driving more traffic to our website 22%
Shortening amount of time from lead-
Total (n=206)
to-revenue 21%
Generating net new on-target leads 21%
Sorting the junk from the quality in
our inbound leads 11%
Decrease customer acquisition cost 8%
Other, please specify 1%
We don’t have any challenges 1%

8. Level of Relevant Technology Use
CRM & Marketing Automation
Customer Relationship
Management (CRM) (e.g.
19% 13% 12% 16% 24% 16%
Microsoft
Dynamics, Salesforce.com)
Marketing and lead
management automation
41% 28% 12% 5% 9% 5%
(e.g. Act-
On, Marketo, Pardot)
Not yet interested Interested, but no plans
Actively evaluating and planning to implement within the next year Implemented, re-evaluating, have not met goals/are not happy
Implemented, we have met our goals/ are happy Expanding / upgrading implementation

9. SME Marketers Underestimate Use of Social
Almost 23% of respondents said they were not interested in using social for marketing
• You said that you are not interested in using social media for marketing.
Which of the following statements apply to you?
Our target buyer is
not engaged with
81%
social media for
business
The impact of
social marketing is
17%
too hard to
measure
B2B Buyers are
Using social media Total
already way more
would be too time-
17% (n=47) active socially that B2
consuming for our
staff marketers realize.
Other, please
9%
specify
We don't know
how to integrate
0%
social marketing
into our…

10. Business People are Active on Social
86% 32%
Engage
Are
in social activity
content creators
while working.
55%
Cite online communities and forums
as influencers on their decisions
Base: 645 IT decision-makers at firms with 100 or more employees in the US and Western Europe
Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers
*Source: North American Technographics® Online Benchmark Survey, Q2 2010 (US)

11. Agenda
• A macro view into marketing at SMBs
• What differentiates the top performers?
• Three illustrative case studies
• Ideas for getting started

12. Top Performers Invest More
Category Top Performers Laggards
Over 5% of revenue invested 40% 25%
in marketing programs
Maintained or increased 62% 42%
marketing budget even after
economic slow down

13. Top Performers Are Faster Technology Adopters
Have you currently implemented or actively evaluating marketing
automation software ?
Laggards 14%
At Plan 18%
Top
71%
Performers

14. Top Performers Use Active Techniques
Active Techniques
Category Top Performers Laggards
Email marketing 66% 52%
Webinars 62% 57%
Seminars 59% 45%
Passive Techniques
Category Top Performers Laggards
Content 55% 68%
Website 55% 61%
Newsletters 41% 55%
Source = Forrester Research Act-On webinar presented April 2012

15. Top Performers are More Deliberate
They measure more...
Attribute Top Performers who Laggards who measure
measure
Cost per qualified lead 31% 17%
Qualified lead over time 32% 17%
Sales accepted leads 32% 20%
They nurture more...
Attribute Top Performers Laggards
Nurture leads for less than 1 33% 43%
month before giving to sales
Nurture leads for 1-3 months 56% 32%
before giving to sales

16. Agenda
• A macro view into marketing at SMBs
• What differentiates the top performers?
• Three illustrative case studies
• Ideas for getting started

17. On24 – Sales integration of Email & Social
• The Company
– Platform for webcasting and virtual events
– Over 750 customers across many verticals
• The Challenge
– A need for better sales
communication with
prospects
– Single integrated
system across
marketing and sales

18. Email & Social integrated with CRM
• Email
– Personalized high quality
email from within CRM
system
– No learning curve for sales
• Social – Twitter
– Listen and engage on twitter
– Find sales ready leads based
on Twitter engagement
• Hot Prospects
– Sales tracks prospects in real-
time based on their activity
• Results
– Leads up 100%
– Opportunities up 25%

19. Progressive Insurance -- Webinars
• The Company
– Large insurance company in business since 1937
– Annual premiums over $15B
– Sells through 30K independent insurance agents
• The Challenge
– Need to provide timely
information to agents
– Webinars logistics were
time consuming
– Actionable webinar
metrics were needed

20. Optimizing Webinars
• Webinar Management
– Webinar setup with automated
invitations and reminders
• Sophisticated Engagement
– Segmentation based on webinar
activity
– Customized calls to action based
on behavior
• Results
– Automated administration of
events  10x increase in events
– Segmentation and scoring has
increased quality of interaction
with agents

21. HA Advantage – Emphasis on Metrics
• The Company
– Logistics technology for “Less Than Truckload” LTL shipping
– Customers are operations, shipping and logistics personnel in
companies; secondary customers are finance
– Revenue of $16M in 2011; growing at 100% per year
• The Marketing Challenge
– High quality leads
– Quick deployment
– Metrics to improve

22. Use Metrics to Constantly Improve
• Open rates + Click through rates helped to fine
tune messaging early
– Segmentation helped really understand their
buying audience
– Example: Finance segment performance very low
with “shipping” message; higher with
“profit/margin” messaging
HA Advantage Confidential 22

23. Data Helped Challenge Popular Wisdom
• One offer, one call to action
– But what about a complex B2B sales cycle?
– Many participants in sale – different needs and
interests
• Alignment with objectives
– Increase CTR, drive lead scores
HA Advantage Confidential 23

24. What version wins?
1 link
17 links
CTR: 20.8% CTR: 48.2%
HA Advantage Confidential 24

25. Agenda
• A macro view into marketing at SMBs
• What differentiates the top performers?
• Three illustrative case studies
• Ideas for getting started

26. Getting Started
1. Create a strategy
2. Start the dialogue within your team
3. Start small – don’t get overwhelmed
4. Measure and refine
5. Continue to streamline processes with tools

27. We Can Help…
• Contact me: atri@act-on.net
• Call: 1 (877) 530-1555 or email us: sales@act-on.com
• Twitter: @actonsoftware