1. Blurred Lines:
Where does marketing end
and sales begin?
Atri Chatterjee
Chief Marketing Officer
Act-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW

2. Great Success Stories
• Brands developed over decades around compelling products
• Franchises built using traditional techniques
www.act-on.com | @ActOnSoftware | #ActOnSW

3. Traditional Marketing and Sales
Marketing provides air cover
Sales takes down deals
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4. But the Buyers Journey has Changed…
•
Buyers are doing more research
before they call you
–
78% start the buying process with a web
search
–
50% turn to social media and peer
reviews
1. Understand & build your strategy around
this journey
2. Optimize your lead-to-revenue at each
stage
3. Use buyer behavior to trigger actions
4. Tie marketing and sales closely together
5. Measure and improve
Source: DemandGen Report
www.act-on.com | @ActOnSoftware | #ActOnSW

5. Reaching Today’s Buyer Requires a New Approach
Consideration
Preference
• Content
• Content
• Content
• Advertising
• Social
• Email
• PR & AR
• Blog
• Webinars
• Product
• Social
• PPC
• Freemium
Training
• Events
• Email
• Nurturing
• Customer
programs
forums
Awareness
(virtual & physical)
• Partners
Purchase
• Content for
customers
• Trials
www.act-on.com | @ActOnSoftware | #ActOnSW
Loyalty
• References
• Advocacy
• Social
• User groups
• Referrals
• Satisfaction

6. Content is Key to Awareness and Consideration
Develop a curriculum and content plan
that matches a buyer’s journey.
Become a trusted advisor by
educating before selling.
Get found by optimizing your content for
search engines.
Use paid advertising to bolster organic
search.
Reinforce content across multiple
channels.
www.act-on.com | @ActOnSoftware | #ActOnSW

7. Engagement is Essential in the New Journey
Multiple Channels
• Engagement through multiple
channels
• Follow the buyer’s journey
Continuous Process
• Engagement is a continuous
process
• Nurturing is essential

8. Digital Footprints Show What Buyers Want
“Website visitor tracking shows you
what buyers are interested in, by
reporting what pages they visit and how
much time they spend. If a prospect
downloads a product brochure or
whitepaper, we see that action and now
have context for a conversation”
Bill Doucette,
Principal
Flycast Partners provides
IT Service Management
consulting and
implementation services.
www.act-on.com | @ActOnSoftware | #ActOnSW

9. Drip and Nurture Campaigns Keep Prospects Engaged
“I love drip campaigns. It’s like creating a
‘choose-your-own-adventure’ novel; your
clients determine what information they
want to receive… and we can keep all of
our information relevant to the needs of
each of our clients at that point in time…”
Ben Jackson,
Director of Sales &
Marketing
Online marketplace
for voice talent and
buyers
www.act-on.com | @ActOnSoftware | #ActOnSW

10. Intelligence
• Use every engagement
opportunity to learn more
• Build a profile that
combines demographic
and behavior information
• Gathering intelligence will
save sales time and guide
them to choose the right
talk track
www.act-on.com | @ActOnSoftware | #ActOnSW

11. Integrating Marketing & Sales Shows the Whole Picture
“Cornerstone integrates email
marketing, customized landing
pages, website visitor tracking, webinar
management, and triggered campaigns.
Cornerstone has seen a 22% increase in
email open rates. The clickthrough rate
has jumped from 1.4 to 2.6, an 86%
increase. And total sales due to
marketing programs are up over 7%...”
Alan Minton, SVP,
Sales & Marketing
Cornerstone is a travel
technology company
helping creation,
execution, and analysis of
travel reservations.
www.act-on.com | @ActOnSoftware | #ActOnSW

12. But Winning Customers is Only the Beginning
• Happy customers are inspired
customers!
– It costs 6 – 7 times more to sell to a
new customer than to an existing one1
• 70% of buying experiences are based
on how the customer feels they are
being treated2
• Organizations where marketing and
sales are aligned were 38% better at
winning customers than those that
were not3
Source: 1)Bain & Co.; 2) McKinsey & Co; 3) Marketing Profs research
www.act-on.com | @ActOnSoftware | #ActOnSW

13. And Measuring Your Results is Key…
www.act-on.com | @ActOnSoftware | #ActOnSW

14. Change the Process & See the Results
Marketing Responsibility
Sales Responsibility
LEADS
OPPORTUNITIES
CUSTOMERS
ENGAGED
CUSTOMERS
ADVOCATE
& FAN
Engagement throughout the customer lifecycle
www.act-on.com | @ActOnSoftware | #ActOnSW

15. Getting Started
1. Create a strategy
2. Start the dialogue with team
3. Start simple, but execute often
4. Measure and refine
5. Continue to streamline
processes with tools
www.act-on.com | @ActOnSoftware | #ActOnSW

16. Next Steps
Learn More
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
www.act-on.com | @ActOnSoftware | #ActOnSW