MARKETING IN THE MODERN WORLD
Traditional Marketing and Sales Marketing provides air cover Sales takes down deals
But the Buyers Journey has Changed Buyers are doing more research before they call you 82% start the buying process with a web search 50% turn to social media and peer reviews Source: DemandGen Report
Stages of Modern Marketing EXPAND Measure & Report
Key Considerations for Lifecycle Marketing Reporting How well is our product and brand known in the market? Are we able to capitalize on initial attraction to start new relationships? Are we able to hold onto the customer? Generate upsells and referrals? Are we able to convince the lead to buy our offering over competition? EXPAND Measure & Report How effective are we in convincing the prospects to consider buying from product category? Our product?
1 ATTRACT
Content is Key to Attracting Visitors Develop a curriculum and content plan that matches a buyer s journey. Become a trusted advisor by educating before selling. Get found by optimizing your content for search engines. Use paid advertising to bolster organic search. Reinforce content across multiple channels.
Attract: Content & Social Marketing Metrics that Matter People visiting, Bounce rate Social media followers, shares Number of new articles, press releases, events Google ranking, search volume for brand How many people are visiting our site? How attractive is our content? How popular is our brand? BOTTOM LINE: Increase visibility and share-of-audience with more appealing content and brand Key metrics at: Reports> Website Visitors
2 CAPTURE
How Do I Capture Visitors?
It s All About the Cookies! Email Click Cookies to capture user info Submit Button
Capture: Targeted Offers, Calls to Action Metrics that Matter Conversion rate on calls to action (Ad) Cost per click, Investment $, Form fills Known visitors, Number of new prospects How many content consumers became known prospects? What calls to action are most effective? With what audiences? What channels are most effective? BOTTOM LINE: Increase known prospects in the funnel Key metrics at: Reports> Forms & Media Reports
3 NURTURE
What is Nurture? EXPAND Engaging with and building a relationship with prospects and customers by providing relevant and timely information based on their needs
Fast Facts
Nurture: Put It In Play Create segments that reflect your personas & where they are in their buying cycle, then build nurture programs to send relevant content. Leads open when they exhibit buying signals. PERSONA BUYING CYCLE CONTENT
Nurture: Segment, Score, Automate Metrics that Matter Number of new leads, Number of Reopened leads Number of Marketing Qualified Leads (MQLs), Cost per MQL Open rate, CTR of automated programs How many Marketing Qualified Leads? What automated programs are most effective? What s driving lead scores up? Number of Leads by lead scores BOTTOM LINE: More prospects qualified to buy Key metrics at: Dashboards for Automated Programs Reports > Revenue Impact
4 CONVERT
Marketing + Sales = Growth organizations that have tightly integrated marketing and sales around the shared task of demand creation close between two and seven times the number of deals of those that do not. - Sirius Decisions
Convert: Tipping the deal Metrics that Matter Number of Sales Qualified Leads (SQLs) Velocity from Lead to SQL, SQL to Win How many Sales Qualified Leads? What campaigns and lead sources are most effective at closing? How fast are the leads closing? Campaign/Channel ROI Cost per SQL, Cost per new customer BOTTOM LINE: More leads and customers at less cost. Higher quality leads convert more. Key metrics at: Reports> Revenue Impact Report
5 EXPAND
End-to-End Customer Lifecycle Advocates Customers Qualified Leads Known Prospects Anonymous Visitors Inbound Marketing Marketing Automation CRM Customer Success Customer Advocacy Engagement Platform for Complete End-to-End Customer Lifecycle
Why Does This Matter? Customer Retention vs. Customer Acquisition 6 7 or 25 % - 95 % Number of times MORE COSTLY it is to acquire a new customer than to retain an existing one AMOUNT OF INCREASED PROFITS that can come from boosting customer retention rates by as little as 5% Source: Frederick Reichheld, Bain & Company, published in the Harvard Business Review
Customer Retention Customer Nurturing 1. Check in regularly and respond appropriately Provide relevant content and support based on responses 2. Use multiple channels for regular engagement Check in by phone, email, social media 3. Analyze and anticipate customers needs Answer those needs with services and timely offers
Expand: Customer Marketing Metrics that Matter Upsell as % of Total Open rate, CTR of customer campaigns Churn rate How successful are we in upselling to customers? What customer marketing campaigns and programs are most effective? How is the customer loyalty trending? Loyalty metric (example: Net Promoter Score) BOTTOM LINE: More revenue from existing customers Key metrics at: Dashboards for Automated Programs and Email Campaigns
Q&A Martin Laetsch Director of Online Marketing Act-On Software Martin@Act-On.com
Integrated Marketing Platform World-Class E-mail Marketing Core & Deliverability Third-Generation Email Marketing Platform No extra charge for deliverability Complete Set of Tools on One Platform Drip/Nurturing, Web Analytics, Landing Pages, Forms, Scoring, CRM Integration, Social Media, Reporting and More Focus Usability, Simplicity & Manageability Approach & Terms that Work Start Simple, Automate at Your Own Pace Affordable Pricing; Month-to- Month Contracts Live Customer Support At No Additional Costs Demystifying Marketing Automation by Design
Ready to Learn More? Interested in a demo Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com