Are You Experienced? Insights On Hot Topics At EE13

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Are You Experienced?

#ModernMKTR

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Look At The Hot Topics Impacting A Modern Marketer

Welcome Webinar Attendees

Follow this webinar on Twitter

#ModernMKTR

Demand Gen Report: @DG_Report

Televerde: @Televerde

About Demand Gen Report

• Launched in 2007 to track best practices in lead generation

• Newsletter has grown to more than 26,000 readers

• We also offer a menu of research and best practices reports

• New audio/video podcasts at DemandGenReport.com

@DG_Report

http://linkd.in/DG_Specialists

Are you Experienced?

Look at the hot topics impacting a Modern Marketer.

Moderators

Bryan EhrenfreundKim Zimmermann

Kim is Managing Editor of its online publications, including Demand Gen Report, Retail TouchPoints and ChannelMarketer Report.

Kim has been a business journalist and editor for more than 25 years, with extensive experience covering the retail and technology industries.

Bryan serves as Vice President of Digital Strategies for Televerde.

With more than 20 years of experience in B2B high-tech sales, marketing and operations management, Bryan has held positions with eNeighborhoods, Continental Promotion Group, AT&T Wireless and Xerox Corporation.

Introduction of Panelists

Steve GershikIdentified

Jim HookerTeleverde

Bob RiazziReachForce

Jim BurnsAvitage

Aaron BiddarSocial123

Bill LeakeApogee Results

Today’s Agenda

Hot Topics Impacting Marketers:

• Engagement

• Alignment

• Targeting

• Analytics

• Marketing Technology

• Social

What is Engagement

Attention

Interactions over time

Relationship

“Customers will contact a Sales rep when they independently completed about

60% of the purchasing decision process.”

CEB http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/

Where Marketers Prioritize Engagement

Source: Ardath Albee, http://marketinginteractions.typepad.com/marketing_interactions/2013/09/are-marketing-priorities-out-of-whack.html

Content Relevance & Coverage

S T O R Y

Audience Roles

Stages of Buying/Selling Process

Competitive Options

Industry Differences

Specific Needs and

Issues

Different Purposes

3 Roles x 3 Issues x 3 Stages x 3 Verticals x 3 Touches =

243 versions

Relevance, Use Case Coverage and Formats have huge Scale and Cost implications

Sales and Marketing Relationship Map

Outstanding

Very Satisfactory

Satisfactory

Average

Not Satisfactory

Poor

Horrible

1

1 2

2

3

3

4

4

5 5

6

6

7

7 8 8

9 9

10

10

1. Lead Quantity

2. Lead Quality

3. Collateral Quality

4. Messaging

5. Lead Distribution

6. Responsiveness

7. Time spent in field

8. Available References/Case Studies

9. Understanding of the customer

10. Service

Expected Result

Actual Result

Targeting: Key to 1:1 Engagement

“1:1 engagement relies on our ability to target! However, our targeting

suffers from incomplete, inaccurate or out-of-date data, resulting in

poorly aligned messages, content and calls to action, and we waste marketing

spend and miss sales opportunities”.

Targeting Checklist

Market Scope – describes the geographic scope of your market

Firmographics – answers “who” questions

Product Usage – answers “how much” questions

Persona, Benefits Desired and Behavior – answers “why” and “how” questions

Analytics for Revenue Performance

The elephant in the room

Single Truth

Tactics of Measurement

Full View

KPI Measurement

Balancing Act

Marketing Technology

• Simplicity rules in a complex world.• The wrong message, to the right person is still the wrong

message.• The technology and data exist to market effectively,

efficiently and to the point.• The best tools are worthless without the right person/team• You can’t spell “ROI” without the “I”

Perfect Prospect Perfect Message Happy Marketer

Not Just Top of Funnel

IMPRESSION VISITOR

WEB FORM

• Just as different keywords require different ad copy (because different

keywords denote different stages in the “sale” from impression to website

visitation

• So different types of keywords require different landing pages, as there is a

whole new “close” that needs to take place to get from visitation to web

inquiry …. And from web inquiry to SQL

POST WEB

MicroConversions Abound

Here as Well … (post Web)

Inquiries

Marketing Qualified Leads (MQL)

Sales Accepted Leads (SAL)

Sales Qualified Leads (SQL)

Closed/Deals

Where Marketers Prioritize Social Media

Source: Ardath Albee, http://marketinginteractions.typepad.com/marketing_interactions/2013/09/are-marketing-priorities-out-of-whack.html

Top Priorities Lagging Priorities

1. Lead Generation 6. Customer Engagement

2. Brand Awareness 7. Social Media

3. Customer Retention 8. Personalization

4. Content Strategy 9. Web Traffic

5. Lead Nurturing 10 Sales Enablement

Q&A

Submit via chat box

Follow Our Panelists

Steve Gershik@sgersh

Jim Hooker@televerde

Bob Riazzi@ReachForce

Jim Burns@salesvpi

Aaron Biddar@AaronBiddar

Bill Leake@Marketing_Bill

More Information

http://www.televerde.com/blog/

https://twitter.com/televerde

http://www.linkedin.com/company/televerde

Thank You For Attending This Webinar!

View this presentation on-demand at:

http://dg-r.co/modernmktr