marketing tactics of top performers
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Marketing Tactics of Top Performers
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Chat or Q/A
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Marketing Tactics of Top Performers
Lori Wizdo, Principal Analyst
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Welcome! Thanks for joining us today.
Lori Wizdo
Principle Analyst
Forrester Research
Atri ChatterjeeCMO, Act-On Software
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How “top performers” organize and invest in marketing
Tactics that are working for the top performers
The pay-off for top performers
What we’ll cover today
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TOP PERFORMERS INVEST MORE IN MARKETING
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Top Performers Invest More Heavily in Marketing
Top Performers Invest More in Marketing
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TOP PERFORMERS ARE MORE AGGRESSIVE USERS OF TECHNOLOGY
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We analyzed the use of marketing automation for top revenue performers v. bottom revenue performers
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10% more likely to be using email automation
Top Performers Are:
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Top Performers Are:
60% more likely to be automatingLead Management
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Top Performers Are:
50% more likely to be leveraging Social Media
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Top Performers Are:
85% more likely to be using Campaign Management
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Poll:What are your organization’s plans to adopt the following technologies for marketing?
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TOP PERFORMERS USE A DIFFERENT MIX AT ALL STAGES OF THE L2RM PROCESS
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AttractionLead
Origination
Lead
Nurturing
Sales
Conversion
L2RM: The End-to-End Marketing/Sales Process
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To build awareness, top performers practice the fine art of being found
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OldMarket interactions based on products
NewMarket interactions based
on business outcomes
Scale with media Scale with social and digital media
Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
Today’s Buyer’s Require a New Engagement Model
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Top Performers Use an Artful Mix of Old and New
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For lead origination all respondents cite their website as their first choice
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Lori
Wizdo
“Social Sign-On reported to improve conversion by 30-50%.” “Anonymous
behaviors are later linked to identified prospects by marketing automation tools.”
All respondents cited their websites as #1 for lead origination
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The simple formula for increasing Inbound
Drive More
Traffic to the
website
Convert More
Visitors
Increase
Inbound
SEO
PR
Social
More Offers
Better Offers
Lower the Bar
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For lead origination, top performers also leverage events.
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Top performers leverage events for lead origination
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Maximizing Webinar Effectiveness
Topic, title & content: Clear topic and value
proposition from the perspective of your
audience
Build attendance: Schedule early, simple
registration & confirmation and send timely
reminders
Engage the audience: Make the webinar
engaging and crisp
Follow up: Send attendees what you
promised them & connect with those who
missed the event
Webinar / Webcast
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Top Performers Use Lead Nurturing to guide prospects through the buying process.
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The “Funnel” Circa 2012
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Why the 1st Generation of Lead Nurturing didn’t work.
Seller Buyer
Eventual Sale
Serial Touches
1st Generation Lead Generation was, all too often:
About US, not the customer’s
journey
Drip Marketing On Steroids
Systematic Sales Harassment
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What is lead nurturing today?
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Top performers engage for lead nurturing
“Bottom” performers use passive techniques
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Lead Nurturing Best Practices
Lead Nurturing
• Right person, right message, right time• Define buckets based on behavior• Create drip campaigns based on the prospect action
Lead Qualification• Score leads based on specific activities, profiles and special
events• Surface genuine sales-ready leads
Lead Re-Marketing• If lead isn’t ready now, put into Re-Market campaign• Manage, recycle, and reassign sales leads based on specific
behaviors• Reduce waste of valuable leads
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Example: Re-Marketing “Buckets”
No Resources Not Ready
Competitor in Place Other
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Top Performers carefully manage the ‘hand-off’ to sales
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Agree on criteria for “sales-ready” leads
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• Nuture MQL with specific paths
Marketing
• Periodic calls as part of nurturing stream
Inside Sales• Adjust
nurturing based upon context
Marketing
Define a two-way process for lead flow
• Score Leads and Monitor to SQL status
Marketing
• Matriculate lead to sales
Inside Sales• Define return
process
Marketing
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Lead Scoring Best Practices
Start Somewhere
– Begin simply with just a few criteria
– “Visited website” / “Clicked on a message”
Stay in Sync with Sales
– Revisit attributes, actions and scores on a regular basis
– Tweak your scoring or process if sales isn’t getting the qualified leads
Measure, Measure, Measure
– Track conversion and success factors
Set Scoring Parameters
– Set scoring parameters so older behaviors drop out
Embrace the Negative
– Apply negative scoring when it’s helpful
– i.e. Prospect unsubscribes from your email list or lives in a country you don’t sell to
Automate
– Use technology to apply scores & update them dynamically
– Integrate with your CRM system for best results
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Top performers market only a smidge more to customers
52% of top performers sited the use of six different tactics
The bottom performers relied heavily on passive techniques, with 70% of
respondents citing their website as a tactic used during this stage.
Neither group demonstrated an active, focused marketing effort during
this stage, with only a smidge more than 50% of the top performers,
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FOR TECH MARKETERS, PERFORMANCE MEANS BEING REVENUE RELEVANT
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Top Performers Max Contribution to Pipeline
In the top-performing companies, 38% of the sales pipeline was marketing-sourced versus only 25% for the bottom performers.
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The ROMI for a managed L2RM Process
Nurturing investment
Average conversion ratios from Forrester’s Research
Lead origination
Lead nurturing
Pipeline ready Won deal End-to-end
Worst performers
34% 30% 24% 20% 0.49%
Top performers 38% 34% 28% 25% 0.90%
50%: six or more touchesNearly double the end-to-end conversion rates
It Matters!
Source: 2011 North American B2B Technology Marketing Tactics And Benchmarks Online Survey
Base: 136 marketing decision-makers at North American high-tech B2B companies with 100 or more employees
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Key Takeaways
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Key Takeaways:
Actively engage with prospective customers
Get serious about social marketing
Don’t abandon the old to embrace the new
Start marketing to your customers
Automate, measure, report and analyze
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Thank you.
Lori Wizdo+1 617.613.8805
www.forrester.com