state of b2b online marketing - connections 09

State of B2B Marketing

WebsiteBizAn Interactive Marketing Agency

Eric DudleyPresident & Founder

A Leader in B2B Online Marketing

• WebsiteBiz is a interactive marketing agency• Our mission is to help leading marketers achieve

unmatched results through innovative and proven online strategies

• Recognized as Fastest Growing Private Company on INC5000 – 3 consecutive years

• ExactTarget Silver reseller since 2003• Clients include B of A, Duke Energy, ScanSource,

National Gypsum, and more…

Challenges Facing B2B Marketers

• Generating Quality Leads

• Longer Sales Cycles

• Pressure on Sales Force

• Fewer Dollar$ to Spend

• Communicating via Email

• Staying Connected Source: SiriusDecisions

Rethinking Marketing• Outbound

– Telemarketing– Trade shows– Direct mail– Email blasts– Print/TV/radio ads

• Interruption

Inboundo SEO / SEMo Personalized Emailo Bloggingo Social Mediao Free tools/trials

Permission

B2B Email Marketing Today

More than customer communication…

• Reseller/dealer communication

• Distributor communication

• Sales force communication

B2B Customers Seek Information

Thought Leadership & Industry Insight

•Download White Papers

•View a Video

•Read a Case Study

•View a Demo

•Register for a Webinar

Making It Happen

• Invest in improving lead nurturing & quality

• Better conditioning of leads prior to sales

• Use ROI analysis to guide increased investment

• Better alignment with sales – closed loop tracking

What We’re Seeing in B2B

• Emphasized focus on metrics and ROI

• Investment in email lead nurturing programs

• Strategy & integration of email, CRM & social

• Focus on lead scoring and segmentation

• More effective use of online marketing tools

How We’ve Helped B2B Clients

• Integrating ExactTarget with CRM & Web Analytics

• Lead nurturing programs with ExactTarget’s automated and triggered messaging

• Using ExactTarget’s API to integrate outbound and inbound marketing

Thank You.Eric Dudley

President, WebsiteBizEric@WebsiteBiz.com

Twitter: @EricDudleywww.WebsiteBiz.com

www.MarketerInsight.com