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Marketing Tactics of Top Performers

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© 2011 Forrester Research, Inc. Reproduction Prohibited 1 Marketing Tactics of Top Performers #AOWEB
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Page 1: Marketing Tactics of Top Performers

© 2011 Forrester Research, Inc. Reproduction Prohibited1

Marketing Tactics of Top Performers

#AOWEB

Page 2: Marketing Tactics of Top Performers

© 2011 Forrester Research, Inc. Reproduction Prohibited2

Chat or Q/A

#AOWEB

Page 3: Marketing Tactics of Top Performers

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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

[email protected]

[email protected]

“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

#AOWEB

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Example: Re-Marketing “Buckets”

No Resources Not Ready

Competitor in Place Other

#AOWEB

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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

#AOWEB

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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

[email protected]

www.forrester.com


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