state of b2b online marketing - connections 09
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State of B2B Marketing
WebsiteBizAn Interactive Marketing Agency
Eric DudleyPresident & Founder
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A Leader in B2B Online Marketing
• WebsiteBiz is a interactive marketing agency• Our mission is to help leading marketers achieve
unmatched results through innovative and proven online strategies
• Recognized as Fastest Growing Private Company on INC5000 – 3 consecutive years
• ExactTarget Silver reseller since 2003• Clients include B of A, Duke Energy, ScanSource,
National Gypsum, and more…
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Challenges Facing B2B Marketers
• Generating Quality Leads
• Longer Sales Cycles
• Pressure on Sales Force
• Fewer Dollar$ to Spend
• Communicating via Email
• Staying Connected Source: SiriusDecisions
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Rethinking Marketing• Outbound
– Telemarketing– Trade shows– Direct mail– Email blasts– Print/TV/radio ads
• Interruption
Inboundo SEO / SEMo Personalized Emailo Bloggingo Social Mediao Free tools/trials
Permission
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B2B Email Marketing Today
More than customer communication…
• Reseller/dealer communication
• Distributor communication
• Sales force communication
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B2B Customers Seek Information
Thought Leadership & Industry Insight
•Download White Papers
•View a Video
•Read a Case Study
•View a Demo
•Register for a Webinar
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Making It Happen
• Invest in improving lead nurturing & quality
• Better conditioning of leads prior to sales
• Use ROI analysis to guide increased investment
• Better alignment with sales – closed loop tracking
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What We’re Seeing in B2B
• Emphasized focus on metrics and ROI
• Investment in email lead nurturing programs
• Strategy & integration of email, CRM & social
• Focus on lead scoring and segmentation
• More effective use of online marketing tools
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How We’ve Helped B2B Clients
• Integrating ExactTarget with CRM & Web Analytics
• Lead nurturing programs with ExactTarget’s automated and triggered messaging
• Using ExactTarget’s API to integrate outbound and inbound marketing
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Thank You.Eric Dudley
President, [email protected]
Twitter: @EricDudleywww.WebsiteBiz.com
www.MarketerInsight.com