june 2012 survey results
TRANSCRIPT
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June 2012 | Marketing Survey Results Webinar
June 28, 2012
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Jeff Linton Manager Product Marketing@jeffreylinton @ActOnSoftware
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Chat or Q/A
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Phone lines will be muted
Questions will be addressed at the end of today’s session
Address all chat questions to the Host
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Quick Question?
Marketing Sophistication Scale
Low-Mid1 2
Mid - High3 4
High-Advanced5 6
Data | CRM Basic Attributes CRM | Relational Data Multiple Data Sources
Targeting | Segmentation Single List Few Segmented Lists | Behavior Lead Scoring
| Personas
Dynamic Behavioral and Fit Score Profiles | Complex Queries | Multiple Segments
Content Relevancy Personalization Dynamic Content Data Tables | Pulling from Multiple Sources
Automation | Nurturing Manual – Hit the “Send” Button Scheduled Sends
Automated Programs | Lead Nurturing | Drip
Campaigns
Types of Actions Email only | Google Analytics
Landing Pages | FormsWebsite Tracking |
Social
Fully Integrated Platform SMS | Voice | Data |
Social
What is Your Level of Marketing Sophistication
Score
_______
_______
_______
_______
_______
_______
Total Score 5 - 12 13 - 20 21 - 30
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Survey Specifics
Total Survey Size = 2,095
Company Size (# of employees)
– Under 25 = 27%– 25 to 100 = 24%– 100 to 500 = 26%– Over 500 = 23%
Location of respondents
100% North America
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Current Campaigns
#AOWEBEm
ail M
arketing
Socia
l Media
Tradesh
ow/Eve
nts
Adverti
sing/
Direct
Adverti
sing/
Banner
SEO/P
PC
Webinars
Lead
Nurtu
ring
Other
Tradesh
ow/Virt
ual
Lead
Scorin
g0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
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Marketing Tactics of Top Performers
Source: Forrester Research2011 North American B2B Technology Marketing Tactics & Benchmark Online Survey
Act-On Survey respondents are not performing well in use of lead management software and webinars compared to Forrester’s top performers
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Pipeline Contributors
#AOWEB
Emai
l Mar
keting
Trad
eshow
/Eve
nts
Oth
er
Direc
t M
ail
Advertisin
g/Print
Socia
l Med
ia
SEO/P
PC
Lead
Nurt
uring
Advertisin
g/Ban
ner
Web
inar
s
Lead
Sco
ring
Trad
eshow
/Virtu
al0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
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Compare Campaigns to Pipeline
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Green: Pipeline Contribution
Email Marketing
Social M
edia
Tradeshow/E
vents
Advertisin
g/Prin
t
Direct
Advertisin
g/Banner
SEO/PPC
Webinars
Lead N
urturin
gOth
er
Tradeshow/V
irtual
Lead Sco
ring
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Blue: Current Campaigns
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Tactics Used by Top Performers to Create Sales Qualified Leads
Source: Forrester Research2011 North American B2B Technology Marketing Tactics & Benchmark Online Survey
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2012- Top Marketing Challenges
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Other
Sales Complaining Lack of Leads
Implement Effective Social Media
Quantify your Results
Lack of Budget for More Programs
Resource to Launch l Manage Programs
0% 10% 20% 30% 40% 50% 60%
13%
20%
28%
35%
46%
48%
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2012- Challenges with Marketing Tools
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Support
Deliverability
Software Expense
# of Tools
Resources
Tracking
Cost
Labor
0% 10% 20% 30% 40% 50% 60%
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Monthly Marketing Spend
Marketing Technologies and Cost
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Current Marketing Technologies
Marketing Technologies and Cost
#AOWEBEmail C
ampa
igns
Social M
edia
Web
site
Visito
r Tra
ckin
gCR
M
List
Man
agem
ent
Web
For
ms
Web
inar
s
Corp
orat
e Blo
g
Autom
ated
Pro
gram
s0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
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Top Performers Invest More Heavily in Marketing
Top Performers Invest More in Marketing
Forrester Research
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What can you do today?
Compare your marketing results to those of your peer group and Forrester’s top performers
Develop a simple plan to improve your online marketing performance
Measure results and modify tactics to gain steady improvement
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Integrated Marketing Platform
Demystifying Marketing Automation by Design
World-Class E-mail Marketing Core &
Deliverability
• Third-Generation Email Marketing Platform
• No extra charge for deliverability
Complete Set of Tools
on One Platform
• Drip/Nurturing, Web Analytics, Landing Pages, Forms, Scoring, CRM Integration, Social Media, Reporting and More
• Focus Usability, Simplicity & Manageability
Approach & Terms that Work
• Start Simple, Automate at Your Own Pace
• Affordable Pricing; Month-to-Month Contracts
• Live Customer Support – At No Additional Costs
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Within 24 hours: You will receive an email with the webinar
recording and the slides
Next StepsJoin our Weekly Demo (Tues. 10am PT)
Schedule a 1:1 Live Demo sales hotline at: 1 (877) 530-1555
email us: [email protected]
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Thank You For Taking the Time
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June 2012 Act-On Marketing Challenge
iPad Survey Winner
Beth MosierCancer Treatment Centers
of America, Inc.
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