digital marketing for smbs
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Digital Marketing for SMBs
Atri Chatterjee
Agenda
• A macro view into marketing at SMBs
• What differentiates the top performers?
• Three illustrative case studies
• Ideas for getting started
Some New Research By Act-On
• What– Study of small and mid-sized businesses
conducted by Act-On and Forrester– Survey done in August and early
September 2012; results still preliminary
• Who– 206 companies in North America– Between 50 and 2,500 employees– B-to-B and B-to-B-to-C
• Why– To understand how SMBs are marketing
online– See if any differences between top
performers & the rest
50 to 249 employees
48%
250 to 499 em-ployees
16%
500 to 999 employees
14%
1,000 to 2,499
employ-ees22%
Executive 1% Head of
Marketing17%
Senior manager in marketing
37%
Manager of marketing
45%
Top Performers, At Plan & Laggards
Above Plan; 35%
At or close to Plan; 45%
Below Plan; 20% Top Performers
Laggards
Total respondents = 206
Impact of the Economy on Marketing
How has the economic slowdown affected your approach to marketing?
Other
Increased marketing staff
Decreased market-ing staff
Increased marketing efforts/budgets/ ex-
penses
Kept marketing budget/expenses
unchanged
Reduced marketing budget/expenses
0%
8%
10%
24%
35%
36%
Total respondents = 206
Amount Spent on Marketing Programs
Less than 2%
2% to 4%
5% to 6%
7% to 8%
9% to 10%
More than 10%
Don't know
32%
25%
16%
10%
5%
5%
8%
Total respondents = 206
Marketing Challenges Faced
We don’t have any challenges
Other, please specify
Decrease customer acquisition cost
Sorting the junk from the quality in our inbound leads
Generating net new on-target leads
Shortening amount of time from lead-to-revenue
Driving more traffic to our website
Visibility/Awareness
Closing more deals from existing lead flows
Differentiating from competition
Increasing sales from existing customers
Converting more leads into opportunities
1%
1%
8%
11%
21%
21%
22%
32%
33%
33%
39%
41%
Total (n=206)
What are your biggest marketing challenges right now?
Level of Relevant Technology Use
Customer Relationship Man-agement (CRM) (e.g. Microsoft
Dynamics, Salesforce.com)
Marketing and lead man-agement automation (e.g. Act-On, Marketo, Pardot)
19%
41%
13%
28%
12%
12%
16%
5%
24%
9%
16%
5%
Not yet interested Interested, but no plans
Actively evaluating and planning to implement within the next year Implemented, re-evaluating, have not met goals/are not happy
Implemented, we have met our goals/ are happy Expanding / upgrading implementation
CRM & Marketing Automation
SME Marketers Underestimate Use of Social
• You said that you are not interested in using social media for marketing. Which of the following statements apply to you?
We don't know how to integrate social mar-
keting into our market-ing mix
Other, please specify
Using social media would be too time-consuming for our
staff
The impact of social marketing is too hard
to measure
Our target buyer is not engaged with social media for
business
0%
9%
17%
17%
81%
Total (n=47)
B2B Buyers are already way more active socially that B2 marketers realize.
Almost 23% of respondents said they were not interested in using social for marketing
Business People are Active on Social
86%Engage
in social activity while working.
32%Are
content creators
Base: 645 IT decision-makers at firms with 100 or more employees in the US and Western EuropeSource: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers*Source: North American Technographics® Online Benchmark Survey, Q2 2010 (US)
55% Cite online communities and forums
as influencers on their decisions
Agenda
• A macro view into marketing at SMBs
• What differentiates the top performers?
• Three illustrative case studies
• Ideas for getting started
Top Performers Invest More
Category Top Performers LaggardsOver 5% of revenue invested in marketing programs
40% 25%
Maintained or increased marketing budget even after economic slow down
62% 42%
Top Performers Are Faster Technology Adopters
Top Per-formers
At Plan
Laggards
71%
18%
14%
Have you currently implemented or actively evaluating marketing automation software ?
Top Performers Use Active Techniques
Category Top Performers Laggards
Email marketing 66% 52%
Webinars 62% 57%
Seminars 59% 45%
Active Techniques
Passive Techniques
Category Top Performers Laggards
Content 55% 68%
Website 55% 61%
Newsletters 41% 55%
Source = Forrester Research Act-On webinar presented April 2012
Top Performers are More Deliberate
Attribute Top Performers who measure
Laggards who measure
Cost per qualified lead 31% 17%
Qualified lead over time 32% 17%
Sales accepted leads 32% 20%
They measure more...
They nurture more...Attribute Top Performers Laggards
Nurture leads for less than 1 month before giving to sales
33% 43%
Nurture leads for 1-3 months before giving to sales
56% 32%
Agenda
• A macro view into marketing at SMBs
• What differentiates the top performers?
• Three illustrative case studies
• Ideas for getting started
On24 – Sales integration of Email & Social
• The Company– Platform for webcasting and virtual events– Over 750 customers across many verticals
• The Challenge– A need for better sales
communication with prospects
– Single integrated system across marketing and sales
Email & Social integrated with CRM
• Email– Personalized high quality
email from within CRM system
– No learning curve for sales
• Social – Twitter– Listen and engage on twitter– Find sales ready leads based
on Twitter engagement
• Hot Prospects– Sales tracks prospects in real-
time based on their activity
• Results– Leads up 100%– Opportunities up 25%
Progressive Insurance -- Webinars
• The Company– Large insurance company in business since 1937– Annual premiums over $15B– Sells through 30K independent insurance agents
• The Challenge– Need to provide timely
information to agents– Webinars logistics were
time consuming– Actionable webinar
metrics were needed
Optimizing Webinars
• Webinar Management– Webinar setup with automated
invitations and reminders
• Sophisticated Engagement– Segmentation based on webinar
activity– Customized calls to action based
on behavior
• Results– Automated administration of
events 10x increase in events– Segmentation and scoring has
increased quality of interaction with agents
HA Advantage – Emphasis on Metrics
• The Company– Logistics technology for “Less Than Truckload” LTL shipping– Customers are operations, shipping and logistics personnel in
companies; secondary customers are finance– Revenue of $16M in 2011; growing at 100% per year
• The Marketing Challenge– High quality leads– Quick deployment– Metrics to improve
HA Advantage Confidential 22
Use Metrics to Constantly Improve
• Open rates + Click through rates helped to fine tune messaging early– Segmentation helped really understand their
buying audience– Example: Finance segment performance very low
with “shipping” message; higher with “profit/margin” messaging
HA Advantage Confidential 23
Data Helped Challenge Popular Wisdom
• One offer, one call to action– But what about a complex B2B sales cycle?– Many participants in sale – different needs and
interests• Alignment with objectives
– Increase CTR, drive lead scores
HA Advantage Confidential 24
What version wins?
1 link
17 links
CTR: 20.8% CTR: 48.2%
Agenda
• A macro view into marketing at SMBs
• What differentiates the top performers?
• Three illustrative case studies
• Ideas for getting started
1. Create a strategy
2. Start the dialogue within your team
3. Start small – don’t get overwhelmed
4. Measure and refine
5. Continue to streamline processes with tools
Getting Started
We Can Help…
• Contact me: [email protected]• Call: 1 (877) 530-1555 or email us: [email protected]• Twitter: @actonsoftware