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“Marketing Solutions Today for Tomorrow’s Challenges”
Marketing For a Brave New World!
Sponsored by
Radix Promotions and Marketing
TM
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Who am I?
Why do I think I know what
I am speaking about?
Introduction
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“Marketing Solutions Today for Tomorrow’s Challenges”
Marketing of Yesterday
Dark-haired step child of the
organization
Interruptive Campaigns
No Accountability
Metrics?
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Marketing of Today
 Responsible for MORE with LESS
 Accountable for revenue contribution
 Metrics!
 Inbound Marketing / Demand
Generation
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“Marketing Solutions Today for Tomorrow’s Challenges”
Inbound Marketing Vs. Outbound Marketing
“Audiences everywhere are tough. They don‟t
have time to be bored or brow beaten by
orthodox, old fashioned advertising.
We need to stop interrupting what people
are interested in & be what people are
interested in.”
CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Fact:
The internet has fundamentally
changed the way people find,
discover, share, shop, & connect.
Inbound Marketing Vs. Outbound Marketing
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Inbound Marketing Vs. Outbound Marketing
SOURCE: PEW RESEARCH CENTER, MAY 2010
The things we used to do offline,
we now do online.
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Fact:
Marketers are shifting their
budgets away form “interruption”
advertising
Inbound Marketing Vs. Outbound Marketing
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“Marketing Solutions Today for Tomorrow’s Challenges”
B2B marketers are shifting their budgets toward inbound marketing
Inbound Marketing Vs. Outbound Marketing
SOURCE: MARKETINGSHERPA, OCTOBER 2010
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“Marketing Solutions Today for Tomorrow’s Challenges”
Inbound Marketing Vs. Outbound Marketing
More than half of marketers increased their
inbound marketing budget in 2011
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
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“Marketing Solutions Today for Tomorrow’s Challenges”
Fact:
Inbound marketing is a lot more
cost effective than traditional,
outbound marketing
Inbound Marketing Vs. Outbound Marketing
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Inbound Marketing Vs. Outbound Marketing
Inbound marketing costs 62% less per
lead than traditional, outbound marketing
SOURCE: HUBSPOT, 2011
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“Marketing Solutions Today for Tomorrow’s Challenges”
Inbound marketing tactics don‟t just generate leads.
They generate revenue.
Inbound Marketing Vs. Outbound Marketing
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Inbound Marketing Vs. Outbound Marketing
The Bottom Line:
Go inbound or go home!!!
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“Marketing Solutions Today for Tomorrow’s Challenges”
Demand Generation & Marketing Automation
So Now What????!!!!
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“Marketing Solutions Today for Tomorrow’s Challenges”
Demand Generation & Marketing Automation
What is Demand Generation?
 Demand Generation is the focus of targeted marketing
programs to drive awareness and interest in a company's
products and/or services.
 Commonly used in business to business, business to
government, or longer sales cycle business to consumer
sales cycles, demand generation involves multiple areas of
marketing and is really the marriage of marketing programs
coupled with a structured sales process.
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Demand Generation & Marketing Automation
Three key elements a Demand Generation approach:
1. Building a holistic, integrated set of buyer nurturing programs
that enable marketing to operate at the center of—and lead—the
customer acquisition, adoption and renewal processes.
2. Leveraging Marketing Automation as the core infrastructure to
power Demand Generation programs.
3. Creating a set of business processes to integrate the marketing
and sales teams, closely track and optimize marketing spend and
capitalize on a company's existing success.
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Demand Generation & Marketing Automation
Data Points
 Only 2-5% of companies today are using marketing automation
(Laura Ramos, Forrester)
 89% of companies struggle with automating marketing functions
(Aberdeen)
 Today, only 27% of all closed sales come from leads
generated by marketing
(Sirius Research)
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“Marketing Solutions Today for Tomorrow’s Challenges”
OLD WAY - ESP, Google Analytics, etc…
Prospect Contact form completed No Personalization
No Engagement
Unknown Actions
& readiness
NEW WAY - Marketing Automation
Prospect
Contact form is mapped & added
directly into your lead database
Name, email, phone
gives us details for 1:1
communications
We know when she’s ready!
Faster/more tailored follow-up
Demand Generation & Marketing Automation
Benefits of Using Marketing Automation
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Demand Generation & Marketing Automation
Before Marketing Automation
 Annual quality leads marketing sends to sales: 1,200
 Sales based on 16% conversion rate (Aberdeen study): 192
 Lifetime revenue per deal: $4,800
 Lifetime revenue generated: $921,600
 Marketing costs: $300,000
 Marketing Net profit: $621,000
 Marketing Cost-per-sale $1,562
 Marketing ROI: 107%
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Demand Generation & Marketing Automation
 Annual quality leads marketing sends
to sales: 1,800
 50% Higher
 Leads sent to sales that were
closed -16% : 288 (Aberdeen study)
 + 92 Opportunities
 Lifetime Revenue generated:
$1,382,400 (Immediately)
After Marketing Automation
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Is Demand Generation & Marketing Automation Right for
Your Business?
Are you sending emails as part of your marketing strategy?
Is it valuable to identify who is on your website and/or
interacting with emails and content?
Do you need to hand off leads to sales as soon as they
reach a certain threshold of „readiness‟?
Marketing Automation can help with automated email
campaigns, granular visitor tracking, lead scoring, lead
nurturing, alerts, etc.
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Benefits by Business Type
B2B B2C E-Commerce
Manages complex
sales cycles
Personalizes
communications
Efficient
Elevate sales ready
leads
Loyalty programs
Sweepstakes
Promotions and sales
based on site usage
Profiling / Demographic
insight
Tracks social
conversation related to
the brand
Cart abandonment
campaigns
Promotions and sales
based on purchase
history
Customized e-coupons
Seasonal messages
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Benefits for Companies of all Sizes
Large Enterprise
Small / Medium
Business
So-Ho
 Streamlines communications
 Centralizes lead management
 Individualizes conversations
 Promotes lead cycle management
 Easy to use interface
 Quickly measures qualified prospects
 Replaces blind cold-calling with calls to
qualified leads
 Helps you do more with less!
 Offers good balance of personalized
communication
 Scales lead nurturing
 Efficient follow-up to qualified leads
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Benefits for Your Business
 Develop and qualify more
opportunities from your database
 Have „e-conversations‟ using
relevant collateral as opposed to
one-off emails
 Hand off the most qualified leads to
sales at the height of engagement
 Save time and stretch your budget
with automated processes
How does Marketing Automation benefit you?
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Final Thoughts
 By not spending more on marketing, but rather
reallocating to increased digital presence,
content, and lead nurturing, you are able to
increase revenue, profits and lower cost-per lead.
 Ultimately this leads to 5 times greater Return
on Marketing spending for your company.
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Q & A
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“Marketing Solutions Today for Tomorrow’s Challenges”
Thank You!!
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Marketing For a Brave New World!
Sponsored by
Radix Promotions and Marketing
TM

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Mau presentation marketing_fora_bravenewworld

  • 1. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Marketing For a Brave New World! Sponsored by Radix Promotions and Marketing TM
  • 2. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Who am I? Why do I think I know what I am speaking about? Introduction
  • 3. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Marketing of Yesterday Dark-haired step child of the organization Interruptive Campaigns No Accountability Metrics?
  • 4. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Marketing of Today  Responsible for MORE with LESS  Accountable for revenue contribution  Metrics!  Inbound Marketing / Demand Generation
  • 5. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Inbound Marketing Vs. Outbound Marketing “Audiences everywhere are tough. They don‟t have time to be bored or brow beaten by orthodox, old fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in.” CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
  • 6. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Fact: The internet has fundamentally changed the way people find, discover, share, shop, & connect. Inbound Marketing Vs. Outbound Marketing
  • 7. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Inbound Marketing Vs. Outbound Marketing SOURCE: PEW RESEARCH CENTER, MAY 2010 The things we used to do offline, we now do online.
  • 8. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Fact: Marketers are shifting their budgets away form “interruption” advertising Inbound Marketing Vs. Outbound Marketing
  • 9. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” B2B marketers are shifting their budgets toward inbound marketing Inbound Marketing Vs. Outbound Marketing SOURCE: MARKETINGSHERPA, OCTOBER 2010
  • 10. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Inbound Marketing Vs. Outbound Marketing More than half of marketers increased their inbound marketing budget in 2011 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 11. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Fact: Inbound marketing is a lot more cost effective than traditional, outbound marketing Inbound Marketing Vs. Outbound Marketing
  • 12. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Inbound Marketing Vs. Outbound Marketing Inbound marketing costs 62% less per lead than traditional, outbound marketing SOURCE: HUBSPOT, 2011
  • 13. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Inbound marketing tactics don‟t just generate leads. They generate revenue. Inbound Marketing Vs. Outbound Marketing SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 14. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Inbound Marketing Vs. Outbound Marketing The Bottom Line: Go inbound or go home!!!
  • 15. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Demand Generation & Marketing Automation So Now What????!!!!
  • 16. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Demand Generation & Marketing Automation What is Demand Generation?  Demand Generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services.  Commonly used in business to business, business to government, or longer sales cycle business to consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.
  • 17. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Demand Generation & Marketing Automation Three key elements a Demand Generation approach: 1. Building a holistic, integrated set of buyer nurturing programs that enable marketing to operate at the center of—and lead—the customer acquisition, adoption and renewal processes. 2. Leveraging Marketing Automation as the core infrastructure to power Demand Generation programs. 3. Creating a set of business processes to integrate the marketing and sales teams, closely track and optimize marketing spend and capitalize on a company's existing success.
  • 18. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Demand Generation & Marketing Automation Data Points  Only 2-5% of companies today are using marketing automation (Laura Ramos, Forrester)  89% of companies struggle with automating marketing functions (Aberdeen)  Today, only 27% of all closed sales come from leads generated by marketing (Sirius Research)
  • 19. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” OLD WAY - ESP, Google Analytics, etc… Prospect Contact form completed No Personalization No Engagement Unknown Actions & readiness NEW WAY - Marketing Automation Prospect Contact form is mapped & added directly into your lead database Name, email, phone gives us details for 1:1 communications We know when she’s ready! Faster/more tailored follow-up Demand Generation & Marketing Automation Benefits of Using Marketing Automation
  • 20. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Demand Generation & Marketing Automation Before Marketing Automation  Annual quality leads marketing sends to sales: 1,200  Sales based on 16% conversion rate (Aberdeen study): 192  Lifetime revenue per deal: $4,800  Lifetime revenue generated: $921,600  Marketing costs: $300,000  Marketing Net profit: $621,000  Marketing Cost-per-sale $1,562  Marketing ROI: 107%
  • 21. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Demand Generation & Marketing Automation  Annual quality leads marketing sends to sales: 1,800  50% Higher  Leads sent to sales that were closed -16% : 288 (Aberdeen study)  + 92 Opportunities  Lifetime Revenue generated: $1,382,400 (Immediately) After Marketing Automation
  • 22. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Is Demand Generation & Marketing Automation Right for Your Business? Are you sending emails as part of your marketing strategy? Is it valuable to identify who is on your website and/or interacting with emails and content? Do you need to hand off leads to sales as soon as they reach a certain threshold of „readiness‟? Marketing Automation can help with automated email campaigns, granular visitor tracking, lead scoring, lead nurturing, alerts, etc.
  • 23. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Benefits by Business Type B2B B2C E-Commerce Manages complex sales cycles Personalizes communications Efficient Elevate sales ready leads Loyalty programs Sweepstakes Promotions and sales based on site usage Profiling / Demographic insight Tracks social conversation related to the brand Cart abandonment campaigns Promotions and sales based on purchase history Customized e-coupons Seasonal messages
  • 24. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Benefits for Companies of all Sizes Large Enterprise Small / Medium Business So-Ho  Streamlines communications  Centralizes lead management  Individualizes conversations  Promotes lead cycle management  Easy to use interface  Quickly measures qualified prospects  Replaces blind cold-calling with calls to qualified leads  Helps you do more with less!  Offers good balance of personalized communication  Scales lead nurturing  Efficient follow-up to qualified leads
  • 25. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Benefits for Your Business  Develop and qualify more opportunities from your database  Have „e-conversations‟ using relevant collateral as opposed to one-off emails  Hand off the most qualified leads to sales at the height of engagement  Save time and stretch your budget with automated processes How does Marketing Automation benefit you?
  • 26. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Final Thoughts  By not spending more on marketing, but rather reallocating to increased digital presence, content, and lead nurturing, you are able to increase revenue, profits and lower cost-per lead.  Ultimately this leads to 5 times greater Return on Marketing spending for your company.
  • 27. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Q & A
  • 28. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Thank You!!
  • 29. Click to edit Master title style “Marketing Solutions Today for Tomorrow’s Challenges” Marketing For a Brave New World! Sponsored by Radix Promotions and Marketing TM

Editor's Notes

  1. How do we become what people are wanting
  2. Interuptive tactics do not work. Educated research purchase decisions
  3. Content marketing
  4. Marketing responsibility
  5. Ad agencies obsolete w/o demand generation
  6. software