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Stefan TornquistResearch Director, MarketingSherpa

B-to-B Research for Email 2008

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2

Biz Marketers Biggest Challenge?

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76

83

111

112

115

126

133

0 50 100 150

Keeping pace with marketing innovation

Arguing for budget without tracking and measurement capability

Marketing to a lengthening sales cycle

Creating perceived value in 'cutting edge' benefits

Generating PR 'buzz'

Competing in lead generation across multiple media

Marketing to a growing committee involved in the buying process

Indexed to 100

Source: MarketingSherpa, Business Technology Marketing Survey, April 2007Methodology: Survey fielded in March of 2007 for one week. N=1,038

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3

Committees Getting Larger

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6.8

13.5

21

0

5

10

15

20

25

100 to 500 employees 501 to 1,000 employees Over 1,000 employees

Participants in buying process

Source: Business Products Buyers Survey, March 2007Methodology: Fielded in March of 2007 to SSI’s Business to Business Panel. N=428

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4

Role of Online Information Sources

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92.0 91.6

66.481.3

8.0 8.4

33.618.7

0%

20%

40%

60%

80%

100%

Awareness Research Negotiation PurchaseSource: Enquiro and MarketinSherpa, April 2007Methodology: Fielded in March of 2007 to SSI’s Business to Business Panel. N=1,028

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5

More People – More Content

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0

1

2

3

4

5

6

7

Awareness Research Negotiation Purchase

Economic

User

Influencer

Source: Enquiro and MarketinSherpa, April 2007Methodology: Fielded in March of 2007 to SSI’s Business to Business Panel. N=1,028

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6

Information by Buying Stage

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4

4.2

4.4

4.6

4.8

5

5.2

5.4

5.6

5.8

6

Awareness Research Negotiation Purchase

Pricing

Info

Comparisons

Company Info

Customer Service

Source: Enquiro and MarketinSherpa, April 2007Methodology: Fielded in March of 2007 to SSI’s Business to Business Panel. N=1,028

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7

Tech Buyers Say: They Found You!

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20%25%

80% 75%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Decision makers Contributors

Source: Business Products Buyers Survey, March 2007Methodology: Fielded in March of 2007 to SSI’s Business to Business Panel. N=428

"We found them" "We found them"

"They found us" "They found us"

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8

Tactics Compared: Email Wins

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4%

3%

12%

12%

16%

18%

25%

13%

16%

27%

28%

35%

36%

39%

19%

24%

21%

20%

28%

17%

20%

35%

43%

27%

11%

13%

6%

8%

29%

13%

11%

30%

9%

21%

8%

0% 20% 40% 60% 80% 100%

Print

Online display

Direct mail

PR

PPC

SEO

House email

Best tactic Good ROI Highly variable Low value Hard to gauge

Source: MarketingSherpa, Business Technology Marketing Survey, April 2007Methodology: Survey fielded in March of 2007 for one week. N=1,038

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9

Opt-in Sources

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40

50

60

70

40 45 50 55 60 65 70 75 80

Volu

me

of O

pt-in

s

Quality of Opt-ins

Free trials/downloads

Sales alert/product announcement offer

Sweepstakes/contests

Trade events

Newsletter offer

Check boxes on registration/order forms

Co-registration

Appending offline addresses into email namesTele-prospecting

Customer service call-ins

Asking offline in stores, printed forms, catalogs

Source: MarketingSherpa, Email Marketing Benchmark Surveys 2006 & 2007Methodology: Surveys fielded in Q4 of 2006 & 2007. 2006 n = 3.637, 2007 n= 1,210

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10

What They See

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11

What’s In Your Welcome?

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Content beyond 'welcome' or

'confirm'38%Standard content

62%

Source: MarketingSherpa, Business Technology Website Audit, April 2007Methodology: Analyst observations of 150 professional technology related websites.

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12

Role of Emerging Media

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64%

71%

78%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Decision makers viewing email on mobile devices

RSS 'nice to have' Have listened to biz/tech related podcasts

Tech Buyers:

Source: MarketingSherpa and SSI, Business Products Buyers Survey, March 2007Methodology: Fielded in March of 2007 to SSI’s Business to Business Panel. N=428

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13

Top Test: Registration

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VS

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14

Vary Your Templates

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15

The Landing Page Funnel

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Visitors who briefly glance at the page then click away… average time spent: 4 seconds.

Visitors who give the page a chance, but click away.

Visitors who start to convert, but don’t finish.

Conversions

Incoming visitors to your landing page

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16

The Landing Page Funnel

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Visitors who briefly glance at the page then click away… average time spent: 4 seconds.

Visitors who give the page a chance, but click away.

Visitors who start to convert, but don’t finish.

Conversions

Incoming visitors to your landing page

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17

Question & Answer

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Thank YouStefan Tornquist, Research DirectorMarketingSherpa Inc.