demand generation report webinar - time machine with mede analytics

The Demand Generation

Time Machine

#AOWEB October 26, 2011

Increasing market share

and revenue by improving

speed to market

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Today’s Speakers

Doug Hart

Associate VP of Marketing and

Corporate Communications

MedeAnalytics

Andrew Gaffney

Editor

DemandGen Report

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Critical Role of Time

in Demand Generation

Buyers now have

information at their

fingertips. When they are

ready, they fast-forward

the engagement process and expect an immediate

response from solution

providers.

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Campaign Constraints

According to the CMO Council’s 2011 State of

Marketing, the top challenges marketers list are

the inability to:

– Segment, target and tailor messaging to

customer audiences (precision marketing);

– Localize content and campaigns for

varying markets and audiences; and

– Measuring and validating campaign

effectiveness and business value.

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Condensing Time To Launch

Relying on an IT or outside

agency to create invites,

landing pages, adds

significant time to launch a

campaign.

On average companies

using automated

solutions have been able

to condense from 2 to 3

weeks to days or even

hours.

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Critical Role of Time in Demand Generation

Sales and marketing teams that

are unable to identify and

respond to ready buyers within

hours or even minutes, risk being

left out of deals.

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The Need For Speed

According to the

InsideSales.com/MIT Lead-

Response Management study:

– Time of day and day of

week each have

significant impact on

contact success.

– The odds of contacting a

lead decrease by over

10x in the first hour

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Prioritizing Ready Buyers

By scoring prospects based on demographic and

activity criteria, organizations are able to prioritize

the hot leads for immediate follow up.

According to research from Gleanster, 23% of

firms ranked as top performers were utilizing

lead scoring;

Only 5% of average firms

were using scoring

systems.

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Nurturing Longer-Term Buyers

Scoring also helps to identify and

appropriately categorize longer-term leads

for nurturing.

– According to benchmark data from

research firm SiriusDecisions, 80% of the

prospects deemed “bad leads” by sales

teams do go onto buy within 24 months.

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Right-Timing Touches

With deeper intelligence on buyer behavior,

marketers are able to establish the right

cadence and respond with relevant

information based on the buyer’s needs.

– A recent study by the Bridge Group

found it takes an average of seven

touches to convert a “suspect” to a

“prospect.”

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Born On Dates For Data

According to recent research

from ZoomInfo, 70.8% of business

cards collected in the U.S. had

one or more change in a 12-month period.

MedeAnalytics

Douglas E. Hart

AVP, Marketing and Corporate

Communications

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Pre-Marketing Automation

Set-up in WebEx

Create HTML email

Send emailGet Excel of attendees

Send more emails

Manual import Excel to

Salesforce

Manually assign leads

Follow-up with sales via

spreadsheet

No tracking or priority

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Post-Marketing Automation

WebEx

Act-On

Salesforce

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Campaign Lead Sources

Sales Leads

Print

Web site

Events

Direct Mail

TwitterLinkedIn

Webinar

Incoming Call

Trade Links

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Webinar Production Timeline

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Webinar

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Forms

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Registration Confirmation

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Reminder

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Message Report

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Link To Salesforce

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Lead Scoring

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Act-On Portal

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Summary

• Quick time to deploy

• End-to-end automation

• Integration

• Functionality

• Ease of use

• Increased productivity

• Customer support

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Brought to you by:

Marketing Automation for the Fortune 5,000,000

www.actonsoftware.com

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Follow-up Questions:

marketing@actonsoftware.com

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About DemandGen Report

Launched in 2007 to track

best practices in lead

generation

Newsletter has grown to

more than 25,000 readers

We also offer a menu of

research and best practices

reports

New audio/video podcasts

at DemandGenReport.com

@DG_Reportlinkd.in/DG_Specialists

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Thank You

Access the event recording:

http://bit.ly/WS-TMachine

Download:

“The Critical Role Of Time

Successful Demand Generation Programs” White

Paper:http://www.actonsoftware.com/acton/attachment/248/f-027f/0/-/-/-/-/file.pdf