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Marke&ng’s Missing Links: Calcula3ng the Cost and Benefits of Integra3ng

Channels, Campaigns & Repor3ng

#ActOnSW

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About Demand Gen Report

•  Launched in 2007 to track best prac3ces in lead genera3on

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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

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of best-‐in-‐class B2B marketers integrate their email and social media campaigns, compared to an industry average of just .

-‐ Aberdeen Research

65%

51%


What B2B Marketers are doing today •  Invest in campaign tools

•  Use cuVng-‐edge technology

•  Gather data about their products

•  Create libraries of marke3ng content


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


7 Key Areas of Integrated Marke&ng Tac&cs


Key #1 -‐ Email Challenge Marketers con3nue to struggle with: •  Reaching the right audience •  Crea3ng compelling content


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


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


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


Challenge Genera3ng buzz for webinars and webcasts •  Most effec3ve marke3ng resource •  Valuable source of informa3on

Key #3 – Online Events


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


Challenge Blogging efforts seem uncoordinated •  Marke3ng campaigns are disconnected •  Posts are random and ineffec3ve

Key #4 – Blogs


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


Challenge Generic web pages are not effec3ve •  Leads go to wrong content •  Prospects get lost or bored •  Opportuni3es leave

Key #5 – Landing Pages


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


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


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


Challenge Web intelligence tools are incomplete •  Channel strength? •  Channel effec3veness? •  Prospect to qualified lead ra3o?

Key #7 – Integrated Analy&cs


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


Integra&ng your marke&ng efforts gives you a range of tools and tac&cs that work

together to amplify your results.


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

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Q&A // Panelists

Janelle Johnson Director, Demand Gen

Act-‐On SoHware

Andrew Gaffney Editor

Demand Gen Report

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