SalesFUSION discusses the concept of green marketing and how to recycle digital marketing collateral to drive b2b lead generation initiatives.

1. From clicks to clients – Optimizing the lead to sales process
RECYCLING YOUR MARKETING COLLATERAL TO BOOST LEAD GENERATION
Friday, April 22, 2011
Session Start Time – 1PM EST

2. Session agenda
• A note on the link between eMarketing and Green Marketing
• The flow of marketing collateral
• Types of marketing collateral for Recycling
• New ways of publishing and syndicating collateral
Live example of social publishing – paste a link to your site or a
blog in the Chat window!

3. eMarkeitng is Green Marketing
• Email marketing versus direct mail
• Digital collateral versus print
Tips to becoming a better “green marketer”
1. Use direct mail sparingly – email first, mail second
2. Use thumb-drives as collateral at trade shows
3. Use collaboration tools such as SharePoint instead of printing
SalesFUSION will donate $1 per attendee to Arbor Day

4. RECYCLING CONTENT

5. Collateral – what is fair game for recycling?
• Product data sheets
• Sales presentations
• Past webinar presentations
• Case studies
• White papers
• Analyst & research documents
• Press releases
• Blog posts
• Trade show presentations

6. The workflow of marketing collateral
Marketing Cloud Landing Page Website/Resource Center CRM/Sales Process Deal Close
• Publish….capture….nurture
• Click to purchase – usually not a straight line
• From click to purchase – time is measure in weeks/months
• Not a one to one relationship – typically many to many

7. Right message – leverage your testimonials & case studies
Early-Stage Tactics
Survey’s indicate the sooner you engage prospective buyers
into communities of peers, the better.
While there are moderate difference in tactic preference,
peer enablement is the central theme.
Middle-Stage Sources
Along with peer preference in the middle buying stage is
the decrease in search value and increase in vendor content needs.
Late-Stage Sources
Peers again! The stage analysis of sources indicates suppliers need
to become publishers and thought leaders.
Source: SiriusDecisions, B2B Buyers 2010 Survey from SiriusDecisions Summit

8. Content publishing – scenario 1 - PPC
A B
Hey Kids.. Can
you find the word
“HR or Human
Resources”
Futility anywhere on THIS
{NOT A LANDING}
page?

9. Publishing opportunities – Social Publishing Sites
Free Syndicated
Content/Social Business
Media
• Good for branding
• Thought leadership
• Use PDF with embedded
links

10. Publishing Scenario – Social Business Sites
Become an
expert/publisher
• Re-purpose white papers
• Post events
• Post PowerPoint
• Create valuable articles
• Be seen as industry expert
• SEO benefits
• It’s free

11. Publishing Scenario 3 – SlideShare
Part of business social media
Re-purpose PowerPoint presentations for lead gen and SEO

12. Publishing Scenario – LinkedIn
Part of business social media
• Information from other tools
such as Box.net, SlideShare,
Blogs available on public
profile.
• Re-use case studies, product
data sheets….etc

13. Publishing Scenario – LinkedIn Group Postings
Part of business social media
• Careful – rules of the road apply
• Post in news/discussions –
depending on group policy
• Leverage tracking URL’s
• Events, presentations, white papers
• Press releases – can also be shared
from free-press sites (1888 press
release; freepressrelease.com)
• Open groups (new) allow for
indexing of URL’s – contributes to
SEO

14. Using Tracking URL’s, Sharing Widgets and IttyBity
• The ONLY true measure of social
media posting effectiveness
• Understands where your traffic is
coming from to the post
• Allows for multiple postings to
single source (landing page)

15. Scribd
• Social media publishing
• Author searchable white papers,
articles and eBooks
• Tie to blog, LinkedIn, Twitter,
Facebook
• Indexed by google

16. IttyBitty – Social Publishing
• Publish any content from the
Marketing Automation platform
• PDF, Blog, Press, Articles
• Track traffic from sites
• IttyBitty – Indexed by Google
• Easy way to leverage social media
• Easy way to syndicate existing
content
• One component of an integrated
social media strategy

17. Steps to take to begin syndicating & recycling content
1. Create a document and link inventory
2. Update all materials (address, product names…etc.)
3. Create a publishing matrix and plan
4. Stagger your content syndication so that it is occurring frequently
5. Link to your content sites
6. Ensure new content is shared & published
7. Create a mechanism for tracking traffic/leads from sources

18. BUILDING AN ONLINE RESOURCE CENTER

19. Tips for building an online resource center
• Resource centers provide a consistent
and trackable destination for leads from
all sources.
• Update frequently
• Clearly label the type of content
• Press releases don’t count
• Provide mixture of industry education
and product education
• Like a restaurant with great food….they
will come back
• Ensure you capture basic information
• Vary your lead capture forms based on
content - higher value = more questions
• Email the asset back to the lead using a
trigger – ensures accurate email
• Email when contents are updated

20. LEAD CAPTURE

21. Basic Rules of Lead Capture
• Simplicity – don’t clutter with flash,
images….etc
•Survey/form – above the fold and no
additional clicks to get to it
• Remove or understate extraneous links
(that’s for the “thank you page”)
• Only ask for what you need
• One to One relationship between
pages/ads
• Offer should be specific and compelling
“Download the white paper”
“Register for webinar”
“See a product demo”

22. Using Tracking URL’s, Sharing Widgets and IttyBity
• The ONLY true measure of social media
posting effectiveness
• Understands where your traffic is
coming from to the post
• Allows for multiple postings to single
source (landing page)

23. NURTURING LEADS – WHAT DO YOU DO WHEN YOU CATCH ONE?

24. Nurturing b2b leads
Key Questions you need to answer
•What initiates the nurture campaign?
•What is the offer of the campaign?
•White Paper?
•Free Trial?
•Demo?
•What is the goal of the nurture campaign?
•3 Months – 5 new opportunities – 1 closed deal
•100 new leads per month?
•$50,000 increase in pipeline value?
•What is the follow up plan?
•Auto-responder?
•Trigger email campaign?
•Trigger Sales call?
•Lead Scoring

25. Nurture campaign with a White Paper
Example of a “burst campaign”
• Email Campaign – Call to action – download from resource center
• Fulfill via return email (trigger)
• Publish on resource center – allows for more flexible posting in social
media
• Use as a first-wave campaign element for multi-asset campaign
1. Send white paper
2. 2-5 Business days – trigger product data sheet
3. 3-5 Business days – trigger pdf of related powerpoint
4. 1-2 Business days – trigger additional product data/demo….etc

26. Nurture Marketing Workflow
• All movement of data needs to be bi-directional
• Lead scoring acts as the traffic cop
• CRM feeds revenue/opportunity back to the EMM
Landing page Lead Scoring
complete
A
Email - Fulfill
Item
EMM CRM
B, C, D
Trigger
Campaigns

27. SalesFUSION solution for B2B Marketing & Sales
Inbound /Outbound Campaigns enabled by
SalesFUSION 360
Web Activity
Integrated Marketing Platform & Sales Integration Solution
Blog/RSS
SEO/PPC Campaign Lead Scoring Marketing to Sold Deals =
Management Lead Sales Trackable ROI
Management Integration
Engine
Online Ads
inbound
Landing Pages
outbound
PR
Continuous Marketing To Leads
Decision FUSION 360 CRM
Email Analytics Engine Sales Automation
Events Lead Nurturing
Social Media

28. Q&A – Do you want to give SF360 a try?
Question & Answer
Copy of today’s materials
PDF of today’s PPT
Questions - Email to kevin.miller@salesfusion.com
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Thank you and good marketing!
The SalesFUSION Team