demand generation report webinar - time machine with mede analytics
TRANSCRIPT
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The Demand Generation
Time Machine
#AOWEB October 26, 2011
Increasing market share
and revenue by improving
speed to market
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Today’s Speakers
Doug Hart
Associate VP of Marketing and
Corporate Communications
MedeAnalytics
Andrew Gaffney
Editor
DemandGen Report
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Critical Role of Time
in Demand Generation
Buyers now have
information at their
fingertips. When they are
ready, they fast-forward
the engagement process and expect an immediate
response from solution
providers.
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Campaign Constraints
According to the CMO Council’s 2011 State of
Marketing, the top challenges marketers list are
the inability to:
– Segment, target and tailor messaging to
customer audiences (precision marketing);
– Localize content and campaigns for
varying markets and audiences; and
– Measuring and validating campaign
effectiveness and business value.
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Condensing Time To Launch
Relying on an IT or outside
agency to create invites,
landing pages, adds
significant time to launch a
campaign.
On average companies
using automated
solutions have been able
to condense from 2 to 3
weeks to days or even
hours.
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Critical Role of Time in Demand Generation
Sales and marketing teams that
are unable to identify and
respond to ready buyers within
hours or even minutes, risk being
left out of deals.
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The Need For Speed
According to the
InsideSales.com/MIT Lead-
Response Management study:
– Time of day and day of
week each have
significant impact on
contact success.
– The odds of contacting a
lead decrease by over
10x in the first hour
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Prioritizing Ready Buyers
By scoring prospects based on demographic and
activity criteria, organizations are able to prioritize
the hot leads for immediate follow up.
According to research from Gleanster, 23% of
firms ranked as top performers were utilizing
lead scoring;
Only 5% of average firms
were using scoring
systems.
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Nurturing Longer-Term Buyers
Scoring also helps to identify and
appropriately categorize longer-term leads
for nurturing.
– According to benchmark data from
research firm SiriusDecisions, 80% of the
prospects deemed “bad leads” by sales
teams do go onto buy within 24 months.
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Right-Timing Touches
With deeper intelligence on buyer behavior,
marketers are able to establish the right
cadence and respond with relevant
information based on the buyer’s needs.
– A recent study by the Bridge Group
found it takes an average of seven
touches to convert a “suspect” to a
“prospect.”
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Born On Dates For Data
According to recent research
from ZoomInfo, 70.8% of business
cards collected in the U.S. had
one or more change in a 12-month period.
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MedeAnalytics
Douglas E. Hart
AVP, Marketing and Corporate
Communications
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Pre-Marketing Automation
Set-up in WebEx
Create HTML email
Send emailGet Excel of attendees
Send more emails
Manual import Excel to
Salesforce
Manually assign leads
Follow-up with sales via
spreadsheet
No tracking or priority
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Post-Marketing Automation
WebEx
Act-On
Salesforce
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Campaign Lead Sources
Sales Leads
Web site
Events
Direct Mail
TwitterLinkedIn
Webinar
Incoming Call
Trade Links
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Webinar Production Timeline
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Webinar
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Forms
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Registration Confirmation
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Reminder
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Message Report
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Link To Salesforce
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Lead Scoring
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Act-On Portal
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Summary
• Quick time to deploy
• End-to-end automation
• Integration
• Functionality
• Ease of use
• Increased productivity
• Customer support
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Brought to you by:
Marketing Automation for the Fortune 5,000,000
www.actonsoftware.com
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Follow-up Questions:
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About DemandGen Report
Launched in 2007 to track
best practices in lead
generation
Newsletter has grown to
more than 25,000 readers
We also offer a menu of
research and best practices
reports
New audio/video podcasts
at DemandGenReport.com
@DG_Reportlinkd.in/DG_Specialists
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Thank You
Access the event recording:
http://bit.ly/WS-TMachine
Download:
“The Critical Role Of Time
Successful Demand Generation Programs” White
Paper:http://www.actonsoftware.com/acton/attachment/248/f-027f/0/-/-/-/-/file.pdf