RE Capital's Visionary Leadership under Newman Leech
Insightera overview presentation 2012
1.
2. The Rules Are Changing
1
The rules of B2B marketing are changing…
We live in a real-time culture where mobile and social
media create new information constantly
Your B2B prospects have more options, more info but
their attention span narrows
3. Digital Body Language
2
Some prospects are actively looking for a solution. Capturing your inbound
prospect’s intent and potential and auto-engaging them in real-time will
lead to improved conversion rates and more qualified leads.
Geo/Org
4. The New Playbook
3
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
6. Real-time Inbound Marketing
5
Your Online Prospects White papers, Case Studies,
Webinars, Offers, PR’s …
Deliver the right
message to the right
person at the right time
7. The Classic Marketing Funnel
6
SEO, PPC, Events, Social, Blogs
Forms
New Leads
Email
Lead Nurturing
Opportunities Sales
Hand-off
New
Customers
8. The Real Marketing Funnel
7
SEO, PPC, Events, Social, Blogs
Top Funnel = The 1st
Anonymous Prospects
98%
Mile
Micro Segmentation Forms
Adaptive Content New Leads
Real-time Engagement Email
Sales Intelligence Lead Nurturing
Opportunities Sales
Hand-off
New
Customers
9. What We Offer
8
Accelerate Customer Acquisition
• Optimize online campaigns
• Engage top funnel anonymous prospects
• Max ROI on existing marketing content and assets
• Accelerate marketing automation
• Empower sales with real-time sales intelligence
Editor's Notes
The rules of B2B marketing are changing…B2B prospects each have their specific and current digital body language that captures their intent and potentialLets look at a typical B2B prospect :Meet John D, He Googled for digital recording solutions and found Nice.com, one of our customers. He checked out 2 of NICE’s solutions in that area and read a post in their blog> Now that’s valuable info if I can use it in real-time.BUT that’s not all > This prospect is from Boston, he works at a bank, a large one. He just tweeted reviewing workforce management solutions > Wow!! There is so much valuable information in the digital body language of this still anonymous prospect.Incredibly valuable info if I could use it in real-time.
That was just one prospect… companies like Nice, ECI, and Radvision have thousands of prospects like these every day!Each prospect with his own interests, intentions and potential.How can we assure that every relevant prospect gets the right message or piece of content at the right time??We need something that can segment, adapt and engage online prospects in real-time, offer them the right content or direct them to the right places.We need something that can leverage digital body language to provide targeted marketing, qualified lead generation and sales intelligence.If we don’t do this, if we don’t provide the right message to the right prospect at the right time were loosing our prospects to our competitors.Lets look at the traditional marketing funnel (next slide)
That was just one prospect… companies like Nice, ECI, and Radvision have thousands of prospects like these every day!Each prospect with his own interests, intentions and potential.How can we assure that every relevant prospect gets the right message or piece of content at the right time??We need something that can segment, adapt and engage online prospects in real-time, offer them the right content or direct them to the right places.We need something that can leverage digital body language to provide targeted marketing, qualified lead generation and sales intelligence.If we don’t do this, if we don’t provide the right message to the right prospect at the right time were loosing our prospects to our competitors.Lets look at the traditional marketing funnel (next slide)
