Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Multiplying Results at Every Touchpoint in the Buyer’s Journey<br />Pardot User Conference <br />September 29, 2010<br />
Panel Discussion<br />
Introduction<br />
Is this your market?<br />
Or is this your market?<br />
Define it…<br />#1    Company with $250 million in sales & 1,500 employees<br />#2   Retailers, Distributors, Healthcare a...
Sales & Marketing <br />have to work <br />together<br />
Compare it to your customers<br />
Compare it to your visitors<br />
Is this your data?<br />
Or this….<br />
Or this?<br />
This is better…<br />
Bad data costs $$$<br />How much it costs to fix a contact upon it entering your database<br />How much it costs to keep a...
Best in class databases<br />
Average.<br />
Then what?<br />
Prioritize it<br />
No segmentation<br />Target this market<br /> of 1,000<br />…end with 50 leads<br />
Segmentation<br />Find & target the high interest segments<br />5%<br />9%<br />1%<br />7%<br />3%<br />Get 84% of the res...
..and, improve your<br />targeting<br />
Let’s recap<br />Define your market<br />
Let’s recap<br />Validate the definiton<br />
Let’s recap<br />Combine your databases<br />
Let’s recap<br />Clean & Enhance<br />
Let’s recap<br />Identify priorities<br />
Media<br />Publishers and Marketing Automation – A Love Story<br /><ul><li>A Publisher’s View on IT Buyer Activity and the...
The Publisher’s Challenge<br />How can a publisher capture and leverage the “activity intelligence” generated by users act...
The Publishing World has Changed<br />NEW WAY: Real Time<br />Now learn from the richer viewof a user’s current Activity  ...
Activity Intelligence™Methodology<br />
A Multi-step Marketing Automation Model – Moving from MQLs to SQLs<br />Client Marketing & <br />Qualification<br />Data/S...
You want me to take the time to?<br />“Laboriously type my name and job related information into a cumbersome form.”<br />...
Biggest challenges facing email marketing<br />Recipient mailboxes are swamped and all email suffers<br />Spam is eroding ...
The best way to meet e-marketing campaign objectives<br /><ul><li>Engage them
Get them to “trust us’
Teach them something
Get them to view us as a valued partner</li></ul>Send prospects a lot more emails<br />“Fire hose” them with a lot of whit...
Nächste SlideShare
Wird geladen in …5
×

Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference

603 Aufrufe

Veröffentlicht am

  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference

  1. 1. Multiplying Results at Every Touchpoint in the Buyer’s Journey<br />Pardot User Conference <br />September 29, 2010<br />
  2. 2. Panel Discussion<br />
  3. 3. Introduction<br />
  4. 4. Is this your market?<br />
  5. 5. Or is this your market?<br />
  6. 6. Define it…<br />#1 Company with $250 million in sales & 1,500 employees<br />#2 Retailers, Distributors, Healthcare and services<br />#3 Many locations or stores<br />#4 Mobile workforce<br />#5 Headquartered in North America<br />
  7. 7. Sales & Marketing <br />have to work <br />together<br />
  8. 8. Compare it to your customers<br />
  9. 9. Compare it to your visitors<br />
  10. 10. Is this your data?<br />
  11. 11. Or this….<br />
  12. 12. Or this?<br />
  13. 13. This is better…<br />
  14. 14. Bad data costs $$$<br />How much it costs to fix a contact upon it entering your database<br />How much it costs to keep a bad record in your database, use it and clean it up later<br />
  15. 15. Best in class databases<br />
  16. 16. Average.<br />
  17. 17. Then what?<br />
  18. 18. Prioritize it<br />
  19. 19. No segmentation<br />Target this market<br /> of 1,000<br />…end with 50 leads<br />
  20. 20. Segmentation<br />Find & target the high interest segments<br />5%<br />9%<br />1%<br />7%<br />3%<br />Get 84% of the results in 60% of the spend<br />
  21. 21. ..and, improve your<br />targeting<br />
  22. 22. Let’s recap<br />Define your market<br />
  23. 23. Let’s recap<br />Validate the definiton<br />
  24. 24. Let’s recap<br />Combine your databases<br />
  25. 25. Let’s recap<br />Clean & Enhance<br />
  26. 26. Let’s recap<br />Identify priorities<br />
  27. 27. Media<br />Publishers and Marketing Automation – A Love Story<br /><ul><li>A Publisher’s View on IT Buyer Activity and the Application of Marketing Automation </li></li></ul><li>What Do Publishers Know?<br />What kinds of content assets do users prefer and interact with?<br />Which content resonates in a particular portion of the buy-cycle?<br />
  28. 28. The Publisher’s Challenge<br />How can a publisher capture and leverage the “activity intelligence” generated by users activity on our websites?<br />How can we take advantage of the user activity “vapor trail” to create a better experience for the user and more productive lead stream for the vendor?<br />What does a publisher driven nurturing offering look like?<br />
  29. 29. The Publishing World has Changed<br />NEW WAY: Real Time<br />Now learn from the richer viewof a user’s current Activity <br />OLD WAY: Point in time<br />Used to depend on traditional information gathering<br />
  30. 30. Activity Intelligence™Methodology<br />
  31. 31. A Multi-step Marketing Automation Model – Moving from MQLs to SQLs<br />Client Marketing & <br />Qualification<br />Data/Service Delivery<br />Leads with<br />Activity Data<br />Pass-thru of Activity <br />Intelligence Data to <br />Client MAM / CRM Solution<br />Custom Nurturing<br />Executed by Client<br />From Simple Re-messaging<br />And Content Follow-up To<br />Custom Nurturing Campaigns<br />Driven By User Activities <br />as well as<br />Through Email and<br />Website Activities<br />Custom Nurturing<br />Executed by TechTarget<br />From Simple Re-messaging<br />And Content Follow-up<br />To<br />Custom Nurturing Campaigns<br />Driven By User Activities<br />
  32. 32. You want me to take the time to?<br />“Laboriously type my name and job related information into a cumbersome form.”<br />“Give you my email, so you can spam me”<br /> “Give you my phone number, so you can have some sales rep call me.”<br />Sure. I’ll do that!<br />
  33. 33. Biggest challenges facing email marketing<br />Recipient mailboxes are swamped and all email suffers<br />Spam is eroding trust in email<br />Email doesn’t get the budget/attention it deserves<br />Willingness of people to opt-in to new email lists<br />Lack of accountability/measurement<br />Difficulty with effective email creative due to image blocking<br />Deliverability<br />
  34. 34. The best way to meet e-marketing campaign objectives<br /><ul><li>Engage them
  35. 35. Get them to “trust us’
  36. 36. Teach them something
  37. 37. Get them to view us as a valued partner</li></ul>Send prospects a lot more emails<br />“Fire hose” them with a lot of white papers<br />Send them a lot of product offers<br />Make them a lot of special deals<br />or<br />
  38. 38. Offer<br />The four “Cs” of B2B marketing differ from the four “Ps” of classical marketing<br />Content – the creation of a steady stream of engaging content <br />Connection – connecting with the audience you wish to attract <br />Communication – communicating with them in an ongoing conversation<br />Conversion – and then converting them at the illusive moment of need <br />Paul Dunay, Global Managing Director of Services and Social Marketing for Avaya<br />
  39. 39. Questions?<br />

×