how to generate revenue from rich media marketing
DESCRIPTION
Slides from webcast I did with Cliff Pollan, CEO Visible Gains on Generating Revenue for Rich Media Marketing and Marketing AutomationTRANSCRIPT
DemandGen EMEA: Marketing Automation Webcast#5
Case Study: Using Rich Media Marketing to Generate RevenueOct 12th 2011/ 1PM/2PM CET
Cliff PollanCEO,
Visible Gains
John SweeneyCustomer Success Director
DemandGen UK
Using Rich Media Marketing to Generate Revenue • What is Rich Media Marketing (RMM)• Why sales and marketing need RMM tools. • How they support the buyers journey.• How RMM is used in B2B sales and marketing.• Getting Started • Integrating RMM with Marketing Automation
and CRM Systems.
John SweeneyCustomer Success DirectorDemandGen UK
• DDI: +44 207 096 1835
• www.demandgen.co.uk
• L “B2B Marketing Automation UK”
Who are DemandGen?
#363 in Inc. Magazines 30th (2011) Annual “Fastest Growing Private Companies”
Lead Management, Marketing Automation and Demand Generation know-how
Question 1: What is Rich Media Marketing?
Rich Media Marketing • Any type of media that offers an enhanced
experience relative to older, mainstream formats.
http://www.marketingterms.com/dictionary/rich_media/
It’s all about the exper”i”ence
Photo by gothopotam
Question 2: Why do Sales need these Tools?
Why?
Today’s prospects are crazy-busy people.
Capturing & keeping their attention requires Herculean efforts…
Jill KonrathAuthor, Evangelist
One to One communication
www.yourgenericsite.com
% of audience using each learning method
Written Language Learner
Visual Learner Audio Learner Tactile Learner
29.8%
43.5%
31.8%
17.3%
Source: Suzanne C. Miller
Rich Media67% - 100%
Study by Suzanne C. Miller
The Buying Cycle (Sirius Decisions)1. Loosening of the Status Quo
2. Committing to Change
3. Exploring Possible Solution
4. Committing to a Solution
5. Justifying the Decision
6. Make a Selection
Early Stage
Middle Stage
Late Stage
67%
“Online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle.”
- Video Marketing Benchmark 2009
200% - 300%
Why for email
53xWhy for web
Reasons (example)
=163 Views
How is Rich Media Marketing used in B2B Sales & Marketing?
Page 22
ENGAGE
CLOSE
NURTURE
WEBSITE
Provide An Overview
Demo An Offering
Share A Testimonial
SALES PROCESS
Make A Connection
Send Follow-Ups Submit A Proposal
LANDING PAGES & BLOG
Promote Content Expand A Webinar Post A Topic
Right Content – Right Time – Right People
Results – Building Engines
Click-Thru Rate
Sign-Ups
2x Baseline
4xBaseline
Engagement
65%Highly
Interested
Results - Timetrade
Time to First Meeting
10 10 Days
Time to Closed Deal
90 Days
StakeholdersEngaged
From 1 Email
Case Study: Getting A Trial User To Convert
• Creates Engagement Earlier in the Funnel
• Educates and accelerates prospects
• Personalizes communication with the Inside Sales team of 12 people
Example: Converting A Trial
Click Here To Watch An Example
Copyright 2012 - VisibleGains, Inc.
Success Metrics – Free Trial Follow-Up
StakeholdersEngaged*
78 %
*BASIS: 101 Video Landing Page Views between May 1 and June 1
Actions Taken
Copyright 2012 - VisibleGains, Inc.
Case Study: Submit A ProposalCore Elements• Voiceover PPT Pitch• Meet The Team• Unique Differentiators• Case Studies
Copyright 2012 - VisibleGains, Inc.
Introduction
BusinessIndustry Position
Why Schwartz isGood For Your Business
Case Studies
Meet The Team
Personal Thank YouAnd Contact
Case Study: Schwartz Doubles Close Rate
Testimonial: Schwartz on Video Proposals
Click Here To Watch An Example
Copyright 2012 - VisibleGains, Inc.
2XMore Effective
Than Using Text Documents or Power Points
To Close The Deal
Q3: How to get Started
Make it interesting
INTERVIEW CLIP VOICE-OVER DIAGRAM(S) CAPTURE SCREENCAST
Do something simple
Get Started - VisibleGains Top Tips
Tip #1 Tip #2 Tip #3
PersonalizationIs important
Being Personal – Buyer Led
Example: Sales Follow Up
http://apps.vg/v/4dc9f51feaeac0119f0000af/
• Re-usable way to make a personal connection with prospects
• Can be used to qualify in advance of a discussion
• Supports directly booking a meeting for those prospects that are ready for the next step
Key Results:
Integrating with Marketing Automation and CRM
Summary
Why sales and marketing need RMM tools.
How they support the buyers journey.
How RMM is used in B2B sales and marketing.
Getting Started
Integrating RMM with Marketing Automation and CRM Systems
Getting Started – Free Resources
• Send email to [email protected]– Subject line DemandGen
• 7 Tips for Connecting 1 to 1• Free account for creating personal pages
Questions
Where to Find Us?
Cliff PollanCEO & Co-FounderVisibleGains, Inc.
+1 781.350.3416
John SweeneyCustomer Success
DemandGen UK
+44 (0) 207 096 1835B2B Marketing Automation Guide
UK