Marketing's Missing Links - Webinar
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Transcript of Marketing's Missing Links - Webinar
Presented by Sponsored by
Marke&ng’s Missing Links: Calcula3ng the Cost and Benefits of Integra3ng
Channels, Campaigns & Repor3ng
#ActOnSW
Welcome Webinar A6endees
Type ques&on here
Follow this webinar on Twi6er
#ActOnSW
About Demand Gen Report
• Launched in 2007 to track best prac3ces in lead genera3on
• NewsleHer has grown to more than 26,000 readers
• We also offer a menu of research and best prac3ces reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report http://linkd.in/DG_Specialists
Panelists
Janelle Johnson Director, Demand Gen
Act-‐On SoHware
Andrew Gaffney Editor
Demand Gen Report
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Marke&ng’s Missing Links: Calcula3ng the Cost and Benefits of Integra3ng Channels, Campaigns & Repor3ng
Join the @ActOnSo.ware conversa4on on Twi6er and discover what others are saying about us:
#ActOnSW
www.act-‐on.com | @ActOnSoHware | #ActOnSW
of best-‐in-‐class B2B marketers integrate their email and social media campaigns, compared to an industry average of just .
-‐ Aberdeen Research
65%
51%
www.act-‐on.com | @ActOnSoHware | #ActOnSW
What B2B Marketers are doing today • Invest in campaign tools
• Use cuVng-‐edge technology
• Gather data about their products
• Create libraries of marke3ng content
www.act-‐on.com | @ActOnSoHware | #ActOnSW
The Real Magic: What they need to do • Implement holis3c marke3ng campaigns and solu3ons
• Synchronize methodologies and tac3cs
• Link marke3ng components seamlessly
• Ensure elements compliment one another
www.act-‐on.com | @ActOnSoHware | #ActOnSW
7 Key Areas of Integrated Marke&ng Tac&cs
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Key #1 -‐ Email Challenge Marketers con3nue to struggle with: • Reaching the right audience • Crea3ng compelling content
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Pro Tip: Include social network buHons in your marke3ng email.
Solu&on: Social Sharing Op&ons Higher share rates of Emails with social media links vs. those without: • 370% higher with LinkedIn • 190% higher with TwiHer
Key #1 -‐ Email
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Key #2 – Social Media Challenge Social media is a peripheral player* • 7% think it is mature • 89% think it is not a major lead source
* 2012 eMarketer
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Solu&on: Social Media’s Strength Amplify marke3ng through SM • “Share” and “Like” • Live event hashtags (#) • Monitor conversa3ons • Nurture rela3onships
Pro Tip: Keep social media posts “fresh” and “relevant” with choice bits of content.
Key #2 – Social Media
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Challenge Genera3ng buzz for webinars and webcasts • Most effec3ve marke3ng resource • Valuable source of informa3on
Key #3 – Online Events
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Solu&on: GiH that keeps giving Make webinars • A source of useful content • Augment marke3ng campaigns • Fodder for blogs and social media • Compliment white papers • Available 24/7
Pro Tip: Use an online event management tool that provides detailed analy3cs on registra3ons, aHendance and par3cipa3on.
Key #3 – Online Events
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Challenge Blogging efforts seem uncoordinated • Marke3ng campaigns are disconnected • Posts are random and ineffec3ve
Key #4 – Blogs
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Solu&on: Relevant blog content Blogging is a strong SEO tool • Update blog posts regularly • Reference integrated campaign
content • Include a call to ac3on
Pro Tip: Create an editorial calendar and coordinate blogging with campaign efforts.
Key #4 – Blogs
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Challenge Generic web pages are not effec3ve • Leads go to wrong content • Prospects get lost or bored • Opportuni3es leave
Key #5 – Landing Pages
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Solu&on: Dedicated landing page Send prospects to campaign dedicated pages • Test and tune to boost conversion • Provide a specific offer • Create a call to ac3on • Tie campaign elements together
Pro Tip: Use a tool that creates track-‐able, unique URLs to 3e landing pages to specific campaigns or content.
Key #5 – Landing Pages
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Challenge Web visitors are anonymous • Unable to 3e to a specific campaign • Unknown which search term was used • Unclear how they found company
Key #6 – Web Site Intelligence
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Solu&on: Track incoming visitors Correlate traffic to marke3ng campaigns • Unique URLs for email/social media • Enable cookies • Track referring URLs
Pro Tip: Use web site intelligence and analy3cs to iden3fy individual leads and site ac3vity.
Key #6 – Web Site Intelligence
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Challenge Web intelligence tools are incomplete • Channel strength? • Channel effec3veness? • Prospect to qualified lead ra3o?
Key #7 – Integrated Analy&cs
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Solu&on: Use the right analy&cs Understand your marke3ng campaigns: • Content you intend to use • Channels and planorms you will
employ • Results you want to get
Pro Tip: Know what you want to measure in your campaigns before finding a solu3on.
Key #7 – Integrated Analy&cs
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Integra&ng your marke&ng efforts gives you a range of tools and tac&cs that work
together to amplify your results.
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Ready to Learn More? • Sign up for a demo act-‐on.com blog.act-‐on.com
• Need it sooner Call us: 1 (877)530-‐1555 Email us: sales@act-‐on.com
Q&A // Submit Your Ques&ons
Type ques&on here
Q&A // Panelists
Janelle Johnson Director, Demand Gen
Act-‐On SoHware
Andrew Gaffney Editor
Demand Gen Report
Thank You For A6ending This Webinar
You can download this presentation at:
http://dg-r.co/mktmissinglinks