stop marketing in the dark
DESCRIPTION
Enough already! Marketing automation is not the Holy Grail, it’s merely the means to pursuing it. The game is really about visibility. That's your opportunity, and that’s what you should be focusing on. Join Jeff Ogden for a reality check: Why marketing in the dark doesn’t work, and what you should be doing to: • Shed light on what your prospects are doing • Shed light on how they want to be engaged • Shed light on what next best steps should be If you want to truly build deep relationships with your prospects and harness innovative ways to use the marketing tools out there, this is one webinar you can’t afford to miss.TRANSCRIPT
Stop Marketing in the Dark
You Can’t Automate What You Can’t See
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Twitter hastag for this webinar
#StopDark
Jeff Ogden, your presenter
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STOP MARKETING IN THE DARK
A Look Back in Time
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Life used to be so simple
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Changing Technology
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High Speed Connections
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Communication became electronic
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New Ways to Connect
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Result - Buyers are better informed than ever
• Buyers are overflowing with information
• But:• Fewer active buyers. • Longer buying cycles.• More people involved in buying
decisions.
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Exploding channels yet still marketing in the dark
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Marketing in the Dark no longer works
** Sources: Sirius Decisions; Aberdeen Group
Only 20% of leads are followed up on
Only 16% of total leads deemed sales-ready, actually close
80% of “bad leads” closed by competitors within 24 months
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STOP MARKETING IN THE DARK
Businesses struggle to find solutions to help them with their outbound efforts
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“Here to Save the Day!”
“Buy our software”
• 107% better lead conversion rate• 40% greater average deal size• 20% higher team attainment of quota• 17% better forecast accuracyAberdeen Group - “Marketing Automation 101: Ensuring
Early Success with the Basics; Maturing Your Deployment for long‐term ROI” June 2010
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It’s really about visibility & people…
…Not MA SOFTWARE
“…B2B world slow to embrace marketing automation..analysts estimating less than 10% of companies currently utilize the technology.” – Marketing Sherpa
“We believe less than 25% of those who have marketing automation are taking full advantage of the system’s functionality” – John Neeson, Sirius-Decisions
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STOP MARKETING IN THE DARK
Enage People – Earn their Trust
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The Problem:Visibility. Or Lack There Of.
WebsiteVisitors there for a reason
• Who are you? For whom do
you work?
• Fill out our form please.
• Are you really a prospective
customer?
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The Problem:Access. Visibility. Focus.
Social Media• Overwhelming # of
conversations
• Treat new-media like
old-media
• Wrong focus: followers/likes
vs. building relationships
• Limited ability to monitor/join
• Still untested waters
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Missed Opportunities
WebsiteIt’s your site, you should know:• Why they came
• How to contact
Social MediaMissing party if not knowing: • Whose talking about you
• Whose griping about something
you can solve
Results: Wasted Opportunity to Cultivate and Convert Those That Are or Could Be Interested in You!
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STOP MARKETING IN THE DARK
Turning on the light – tools to make it happen
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The Opportunity:Turn on the Lights!
• Know when leads,
customers are visiting;
what they’re viewing
• Identify target contacts
from visiting companies
• Engage based on where
they’re hanging out; how
interacting with you
It’s your site,
you should host it.
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The Opportunity:So Many Conversations...So Little Time.
• Discover social media
conversations you should
be a part of
• Know appropriate party
behavior
• Engage based on
opportunities
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How to Engage:Put Your Best Foot Forward
Speak and Engage with
Proper etiquette
• Be approachable, personable
• Leverage Influencers and
taste-makers
• Don’t be pushy or overbearing
• Avoid prolonged silences
• Communicate on all channels
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Insights on Website Visitors
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Complete Profiles of Prospects
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What you need to keep the Lights on!
Turn Visitors and Conversations into Conversions…
Must Haves:
• Real-time website visitor visibility;
‘they’re here’ alerts
• Conversation filters; quick posting
• Simultaneously post multiple channels
• Real-time lead profile; behavioral view
for sales engagement
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QUESTIONS?Stop Marketing in the Dark
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Presented by:
• Jeff Ogden• Aka The Fearless Competitor• President, Find New Customers• www.findnewcustomers.com• [email protected]• (516) 495-9350