Post on 30-Oct-2014
description
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• Jeff.ogden@findnewcustomers.com• (516) 495-9350