The document discusses how the rules of B2B marketing are changing in today's real-time digital world. Marketers now need a new playbook that focuses on inbound, targeted strategies like micro-segmentation, social media, and adaptive channels rather than outbound mass marketing. Sales teams also need to shift from blind cold calls to intelligence-based, real-time interactions. The key is for marketers to provide the right message to the right prospect at the right time by capturing "digital body language" to understand intent and segment prospects in real-time. This allows aligning marketing and sales for more effective customer acquisition optimization.

1. Turning Insight into Action
Customer Acquisition Optimization
Customer Acquisition Optimization www.activeinsightsaas.com

2. The Rules of B2B Marketing are Changing
We live in a real-time culture where online, mobile and social
media create new information constantly
B2B marketers struggle for mind share while the prospect’s
concentration span narrows
Marketers must provide the right message to the right person at
the right time
110 million tweets/day, Billions of blogs and communities, 22%
of time spent on the internet is social, 98% of online B2B
prospects are anonymous. Source: Comscore 2011, Nielsen Wire, Gartner
Research
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3. The Rules of B2B Marketing are Changing
Marketers need a new playbook
Outbound - General
Mass marketing/spamming
Paid Media
Conventions
Email blast campaigns
Sales teams should shift gears
Blind cold calls
Outbound emails
Lead Generation
www.activeinsightsaas.com

4. The Rules of B2B Marketing are Changing
Marketers need a new playbook
Outbound - General Inbound - Targeted
Mass marketing/spamming Micro-segmentation
Paid Media Earned Media
Conventions Social media, blogs, tweets
Email blast campaigns Adaptive channels
Sales teams should shift gears
Blind cold calls Intelligence-based interactions
Outbound emails Real-time auto-engagements
Lead Generation Contextual lead qualification
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5. Digital Body Language
ActiveInsight captures Digital Body Language to segment and engage
with prospects in real-time based on their intent and potential and
provide valuable sales intelligence
Geo/Org
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6. Real-time Inbound Marketing
Online Prospects White papers, Case Studies,
Webinars, Offers, PR’s …
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7. Real-time Inbound Marketing
Online Prospects White papers, Case Studies,
Webinars, Offers, PR’s …
Deliver the right message
to the right person at the
right time
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8. The Traditional Marketing Funnel
SEO, PPC, Events, Social
Forms
New Leads
Email
Lead Nurturing
Opportunities Sales
Hand-off
New
Customers
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9. The REAL Marketing Funnel
SEO, PPC, Events, Social
Top Funnel
Anonymous Prospects
= The 1st Mile
98%
Micro Segmentation Forms
Adaptive Content New Leads
Real-time Engagement Email
Sales Intelligence Lead Nurturing
Opportunities Sales
Hand-off
New
Customers
www.activeinsightsaas.com

10. Customer Acquisition Optimization
Engage top-funnel prospects
Accelerate Marketing Automation
Align marketing and sales
Provide critical sales intelligence
Segment, Adapt and Engage relevant prospects based on
Prospect intent and digital body language
Prospect organization, sector, geo
Social profile
Existing CRM data
www.activeinsightsaas.com

11. Turning Insight into Action
Customer Acquisition Optimization
Customer Acquisition Optimization
http://www.activeinsightsaas.com
www.activeinsightsaas.com
info@activeinsightsaas.com