7 habis of today's highly successful smbs

www.act-on.com | @ActOnSoftware | #ActOnSW

7 Marketing Habits of Today’sHighly Successful SMBs


Welcome! Thanks for joining us today.

Jeff LintonAct-On SoftwareSr. Manager, Product & Field [email protected] | @jeffreylinton


Agenda

• Background

• 7 Marketing Habits

• Next Steps


7 Marketing Habits – Survey

Study of SMBs

Survey Objectives and Goals

SMB Decision Makers

RESULTS 7 Marketing Habits help successful SMBs grow beyond expectations


Online vs. Offline

Bottom Performers Seek Security• Spend on direct mail and print

• 68% perceive online marketing is equal to offline and

• Online “inappropriate” for their brand

• Not focused on current/following quarters


1. Emphasize Online vs. Offline Strategies

Online Marketing is the Game Changer• 32% reach more audiences and

compete more effectively

• 71% choose the marketing automation online approach

• Use robust reporting and analytics to optimize campaign efforts

RESULTS Top Performers reach more audiences and compete more broadly


Cost Cutting

Bottom Performers focus on cost cutting• Decrease customer acquisition costs

• Maximize impact of marketing budget

• Over-emphasis on reducing key marketing efforts

• Improve competitiveness and move focus from funnel


2. Focus on new business leads and lifetime value over acquisition costs

Focus more on getting new customers • Improve funnel performance

and customer LTV

• Align marketing and salesand urge collaboration

• Measure effectiveness ofeach individual campaign, fine-tune

RESULTS Top Performers improve the lead funnel to effectively attract and convert


Social Media

Bottom Performers unsure if Social Media works• 1 in 3 SMBs report SM is

either not working or do notknow if it is working for them

• Uncertain of click-throughrates from new customers

• No insight on real-time multi-channel optimization


3. Execute highly optimized, multi-channel campaigns

Combination of online marketing tactics• Utilize email, web, and

social media programsrepeatedly

• Engage with prospectsvia multiple touch points

• Reach targetedcustomers that subscribeto select venues

RESULTS Top Performers develop a process for real-time multi-channel optimization


Lead Nurturing

Bottom Performers pass off leads much earlier• 43% pass off leads in less

than 1 month

• 25% hold onto leads formore than 3 months

• Prospects pushedthrough funnel pre-maturely or too late


4. Nurture leads carefully, until the time is right

>50% of Top Performers nurture leads 1 to 3 months• Nurture before passing them

on to sales

• Cultivate leads and provideinformation needed toevaluate product/service

• Prospects demonstrate keyindicators prior toreaching sales

RESULTS Top Performers properly cultivate leads prior to passing them off to sales


Metrics

44% of The Bottom are not measuring anything• Don’t measure and make

uneducated guesses

• Unable to quantify print advertising campaigns

• Resort to reactive tactics leading to no recipe for success

• Uncertain who is visiting their web site


5. Collect the metrics that matter

Analyze virtually everything• Cost per lead and qualified

lead

• Time period of qualified lead and cost per new customer

• Track and measure real-time results for actionable campaign adjustments

RESULTS Top Performers analyze real-time results to optimize campaign performance


Collaboration

Bottom Performers tend to create silos• Less likely for sales and marketing teams

to collaborate

• Definition and execution of marketingefforts are not coordinated

• Sales and marketing deliver on separate efforts

• Customer insights gained are not shared


6. Urge increased collaboration between sales and marketing

Sales and Marketing teams collaborate• Set revenue targets, goals and lead

qualification criteria

• Create cross-team communication

• Use shared, real-time intelligence

• Manage sales leads based on behavior

RESULTS Top Performers collaborate and share real-time metrics between sales & marketing


Cut and Reduce Costs

Bottom Performers cut and await better days• 56% cut their marketing

budget

• Only 15% increased hiring to take advantage of opportunities

• Tend to decrease investments in partnerships and channels


7. Maintain marketing budgets during a difficult economy

Top Performers are far less likely to reduce spending• One-third reported a reduction

in marketing budgets

• One-third have increased hiring to take advantage of opportunities

• Tend to invest in software to understand precise value of marketing activities

“Be fearful when others are greedy. Be greedy when others are fearful.”

–Warren Buffet

RESULTS Top Performers run more campaigns with fewer resources


Review – 7 Marketing Habits

1. Emphasize online over offline marketing strategies

2. Focus on new business leads and lifetime value over acquisition costs

3. Execute highly optimized, multi-channel campaigns

4. Nurture leads carefully, until the time is right

5. Collect the metrics that matter

6. Urge increased collaboration between sales and marketing

7. Maintain marketing budgets during a difficult economy


For More Information….

For more information on the eBook7 Marketing Habits of Highly Effective SMBs

visit:

www.act-on.com/DRIVE

7 habis of today's highly successful smbs

Documents

sales marketing

marketing teams

performers nurture

online marketing isequal

offlinebottom performers

collaborationbottom

sales leads

execution of marketing