Overview of Inbound Marketing in the Contact Center Marketplace. Provides a mini-case study of echogravity's inbound marketing success with a contact center software provided.

1. Inbound Marketing in the Contact Center Marketplace

2. Customer Acquisition is Difficult and Slow Long sales cycles, complex selling process, competitive environment, diminishing sales returns. Lack of Predictable Lead Generation Reliance on cold calling, little-to-no inbound sales leads, first meeting acquisition is less than optimal. Little-to-no Brand Awareness in the Marketplace Unknown in the marketplace, “old” PR and awareness tactics no longer are effective, positioning is off point. Data Foundation is Missing or Broken CRM contains bad/missing contact and account data, no base to leverage high functioning sales and marketing plan implementations. Common Business Challenges Contact Center Marketplace 2

4. Content Writing

7. BPOs Customer Care Sales, Up Sell and Cross Sell Direct Response Enterprise Contact Centers / Captive Centers Customer Care/Experience Organizations Consumer Products/Services Companies Who are our clients prospects? 5

8. Our Three Building Blocks 6

9. What we do exactly 7

10. ChallengeZero footprint in the market and no inbound lead generation. Needed a shift from a channel sales model to a direct sales model.Sales required marketing support for lead generation, target audience identification, market knowledge, and general positioning in the marketplace. Success StoryContact Center Software 8

11. Sales and Marketing Data Contact Lists Target Account Lists Website Effective Calls to Action Analytics Content SEO Ready Success StoryBuild the Foundation- CRM Data and Inbound Website 9

12. Define the Audience Define the Specific Buyer Personas Determine Reasonable Content Publishing Schedule Targeted at Buyer Personas/Audience Determine social channels and 3rd party aggregators that match target audience preferences. Optimize SEO Deliver, test and execute Measure Results Fine Tune/Repeat Success StoryCrafting an Inbound Marketing Strategy 10

13. Success StoryContent Marketing - Blogging, Tweeting, Case Studies, Primary Research and Whitepapers 11 Writing White Papers Positioned Company as Expert and Industry Thought Leader backed by Research Client Interviewing and Case Study Writing to aid buying process Consistent and relevant blogging keeps audience engaged

14. Success StoryDistributing Content and Becoming Known 12

15. Success StoryWebsite Conversion and Lead Generation 13 Create leads and new contacts for Sales Team Create effective Calls-to-Action

16. Success StoryLead Generation Measures and Insights 14 Email Campaign Delivery and Reporting Find out what content your audience engages in Engage them in a multi touch point series

18. Utilize SEO for generating awareness

21. Led to over 300 qualified sales leads and 200 initial Prospect Discovery Meetings

22. Syndication on 2 major industry websites. 30,000+ total brand impressions)

23. Market Research Study, Whitepaper and Case Study Creation (1000+ Downloads)

24. Over 1000 social media click thrus, mentions, and retweets.

25. Doubled Search Traffic to the Site (Over 7500 unique visitors)

27. Get Found Awareness Increases with your Target Audience Get Leads Buyer Personas download and read your content Audience responds to Surveys, Blog Posts, Case Studies, Papers, Videos, and more Engage with website calls-to-action Get Customers High ROI: 1 new customer in 12 months pays for our services Our work is available to your customer base 24/7 Expected resultsGet Found, Get Leads, Get Customers 19