4. About Demand Gen Report
• Launched in 2007 to track best
practices in lead generation
• Newsletter has grown to more
than 26,000 readers
• We also offer a menu of research
and best practices reports
• New audio/video podcasts at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists
5. Panelists
Janelle Johnson Andrew Gaffney
Director, Demand Gen Editor
Act-On Software Demand Gen Report
6. Marketing’s Missing Links:
Calculating the Cost and Benefits of Integrating
Channels, Campaigns & Reporting
Join the @ActOnSoftware conversation on Twitter
and discover what others are saying about us:
#ActOnSW
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7. 65% of best-in-class B2B marketers
integrate their email and social media
campaigns, compared to an industry
average of just 51% .
- Aberdeen Research
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8. What B2B Marketers are doing today
• Invest in campaign tools
• Use cutting-edge technology
• Gather data about their products
• Create libraries of marketing content
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9. The Real Magic: What they need to do
• Implement holistic marketing campaigns and solutions
• Synchronize methodologies and tactics
• Link marketing components seamlessly
• Ensure elements compliment one another
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10. 7 Key Areas
of Integrated Marketing Tactics
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11. Key #1 - Email
Challenge
Marketers continue to struggle with:
• Reaching the right audience
• Creating compelling content
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12. Key #1 - Email
Solution: Social Sharing Options
Higher share rates of Emails with social
media links vs. those without:
• 370% higher with LinkedIn
• 190% higher with Twitter
Pro Tip: Include social network buttons in your marketing email.
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13. Key #2 – Social Media
Challenge
Social media is a peripheral player*
• 7% think it is mature
• 89% think it is not a major lead source
* 2012 eMarketer
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14. Key #2 – Social Media
Solution: Social Media’s
Strength
Amplify marketing through SM
• “Share” and “Like”
• Live event hashtags (#)
• Monitor conversations
• Nurture relationships
Pro Tip: Keep social media posts “fresh” and “relevant” with choice bits of content.
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15. Key #3 – Online Events
Challenge
Generating buzz for webinars and webcasts
• Most effective marketing resource
• Valuable source of information
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16. Key #3 – Online Events
Solution: Gift that keeps giving
Make webinars
• A source of useful content
• Augment marketing campaigns
• Fodder for blogs and social media
• Compliment white papers
• Available 24/7
Pro Tip: Use an online event management tool that provides detailed analytics
on registrations, attendance and participation.
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17. Key #4 – Blogs
Challenge
Blogging efforts seem uncoordinated
• Marketing campaigns are disconnected
• Posts are random and ineffective
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18. Key #4 – Blogs
Solution: Relevant blog content
Blogging is a strong SEO tool
• Update blog posts regularly
• Reference integrated campaign
content
• Include a call to action
Pro Tip: Create an editorial calendar and coordinate blogging with campaign efforts.
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19. Key #5 – Landing Pages
Challenge
Generic web pages are not effective
• Leads go to wrong content
• Prospects get lost or bored
• Opportunities leave
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20. Key #5 – Landing Pages
Solution: Dedicated landing page
Send prospects to campaign dedicated pages
• Test and tune to boost conversion
• Provide a specific offer
• Create a call to action
• Tie campaign elements together
Pro Tip: Use a tool that creates track-able, unique URLs to tie landing pages to specific
campaigns or content.
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21. Key #6 – Web Site Intelligence
Challenge
Web visitors are anonymous
• Unable to tie to a specific campaign
• Unknown which search term was used
• Unclear how they found company
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22. Key #6 – Web Site Intelligence
Solution: Track incoming visitors
Correlate traffic to marketing campaigns
• Unique URLs for email/social media
• Enable cookies
• Track referring URLs
Pro Tip: Use web site intelligence and analytics to identify individual leads and site activity.
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23. Key #7 – Integrated Analytics
Challenge
Web intelligence tools are incomplete
• Channel strength?
• Channel effectiveness?
• Prospect to qualified lead ratio?
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24. Key #7 – Integrated Analytics
Solution: Use the right analytics
Understand your marketing campaigns:
• Content you intend to use
• Channels and platforms you will
employ
• Results you want to get
Pro Tip: Know what you want to measure in your campaigns before finding a solution.
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25. Integrating your marketing efforts gives
you a range of tools and tactics that work
together to amplify your results.
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26. Ready to Learn More?
• Sign up for a demo
act-on.com
blog.act-on.com
• Need it sooner
Call us: 1 (877)530-1555
Email us: sales@act-on.com
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28. Q&A // Panelists
Janelle Johnson Andrew Gaffney
Director, Demand Gen Editor
Act-On Software Demand Gen Report
29. Thank You For Attending This Webinar
You can download this presentation at:
http://dg-r.co/mktmissinglinks
Notas do Editor
Andrew – set the scene
AndrewInvest fortunes in their campaignsBuy the very best tools and seek out cutting-edge technologyGather mountains of data about their productsCreate libraries of marketing content
Janelle – Here is where we see clients successfullyaddress these challenges and get the best resultsCreating a holistic approach to marketing campaignsLinking together marketing components into a finely tuned B2B marketing machineImplement holistic solutions and tactics into a world-class B2B marketing machine
Solution (Janelle)Social sharing reaches a vast new audienceemail sent without social sharing options produce higher click-through rates
Solution – Twitter homepagesocial media amplifies marketing program impactadding social sharing buttons to Email, blog posts, share quickly and easilyCreate hashtags for live events - builds buzz; starts conversationsUse social monitoring tools to track conversations Build relationships with your followers
ChallengeB2B marketers say webinar is their most effective content marketing resourceAudiences says - they seek out webinars for valuable information.Solution – use Progressive Case Studya source of rich, useful content that can feed campaigns for weeks / monthsExtract most interesting snippets to create blog and/or social media posts - link back to the archived event.Extended content marketing campaigns - white paper, live webinar, and continue with blog and social media campaigns.
Solution – use Progressive Case Studya source of rich, useful content that can feed campaigns for weeks / monthsExtract most interesting snippets to create blog and/or social media posts - link back to the archived event.Extended content marketing campaigns - white paper, live webinar, and continue with blog and social media campaigns.
Solution – Screen shot: Blog landing pageBlogging really shines as a search engine optimization (SEO) toolKey = update blog regularly (at least once a week – Google loves fresh content!) – make judicious use of keywordsReferences other content from your integrated campaignsInclude a call to action – move potential leads to the next step in the engagement process.
ChallengeMany inbound clicks for campaigns drive leads to the company’s home pageMany prospects get lost or bored or frustrated -- ultimately go elsewhere
Solution – Promotion Landing Page Sending prospects to a dedicated landing page can double conversionsTest and tune landing page => can boost conversions even moreEvery piece of content must include a call to action – email, blog posts, social media or anything else – should lead your prospects to a landing page that’s customized to provide a specific offer or piece of information.
ChallengeTypical business web site’s visitors are anonymousUnless they provide additional information – don’t knowDon’t know particular campaign, specific company, particular search termMakes it hard to judge effectiveness of integrated campaign efforts
Solution: product screenshotSoftware to correlate incoming web site visitors with marketing campaign activitiesOne common method - unique URLs for email or social media links that set a tracking cookie on the user’s Web browserMarketing automation platform can track of where visitors are coming from, and what brought them to the site.
ChallengeNeed tools that measure the performance of every individual marketing channelNeed to know how activity in one channel affects activity in anotherNeed tools that close the loop on marketing campaigns - prospect to qualified leads => ultimately, customers
Solution: product screen shotUnderstand your marketing campaigns: the content you intend to use, the channels and platforms you will employ, and the results you want to get. Once you have made those plans, you can work backwards to pick the right analytics solution for your business.
Linking it togetherIntegration lets you meet prospects where they are – wherever they are.With marketing automation, managing multiple integrated tools becomes easy.