COPYRIGHT 2010 MAGNET 360 @scottmagnet November 8, 2010 New marketing climate
COPYRIGHT 2010 MAGNET 360
@scottmagnet November 8, 2010
New marketing climate
COPYRIGHT 2010 MAGNET 360
What Is Magnet 360? ‣ A collaborative agency network offering access to experts and industry leaders in all facets of
marketing through one strategic contact
COPYRIGHT 2010 MAGNET 360
450+ Professionals.30+ Disciplines.
One partner.
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COPYRIGHT 2010 MAGNET 360
MAGNET 360
MARKETING ECOSYSTEM
COPYRIGHT 2010 MAGNET 360
B2B? B2C? B2B2C?
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SEARCH ATTRACTS
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8
COPYRIGHT 2010 MAGNET 360
Groupon Media Marketers Get Paid For
COPYRIGHT 2010 MAGNET 360
COPYRIGHT 2010 MAGNET 360
Social Media Insights, understanding & leveraging your target audience
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Why look to social media for audience insights?
COPYRIGHT 2010 MAGNET 360
Why look to social media for audience insights?
COPYRIGHT 2010 MAGNET 360
What can we learn?
‣ What is important to your target audience ‣ How they are already utilizing social media in relation to your
products, brand and category ‣ Where they are congregating online ‣ What is driving their conversations ‣ How these conversations differ by social channel ‣ What their unmet needs/wants/challenges are ‣ Who the influencers are
COPYRIGHT 2010 MAGNET 360
Example
COPYRIGHT 2010 MAGNET 360
Flickr has over 16,000 groups related to fishing—more than Facebook. The top 30 groups have over 20,000 members
YouTube has over 6,000 fishing channels, with an estimated 75,000-200,000 total subscribers. Over 158,000 playlists with millions of views, and a total of more than 480,000 fishing videos
Landscape Analysis
COPYRIGHT 2010 MAGNET 360
Landscape Analysis
Fishing Content By Social Channel
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Social Media Activity by Month
Insight: Participation in social media for avid anglers drops dramatically during fishing season.
Member Base Social Profiling
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Friend Analysis
Member Base Social Profiling
Number of Friends
% Members
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Enagement The best media efforts fail without engagement that follows through
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COPYRIGHT 2010 MAGNET 360
COPYRIGHT 2010 MAGNET 360
COPYRIGHT 2010 MAGNET 360
Nurturing Starts with email marketing
COPYRIGHT 2010 MAGNET 360
COPYRIGHT 2010 MAGNET 360
COPYRIGHT 2010 MAGNET 360
COPYRIGHT 2010 MAGNET 360
Nurturing Lets help our best leads perform
COPYRIGHT 2010 MAGNET 360
Most organizations are very capable of managing the end of their sales funnel
SALES READY
CLOSE
Managing the Funnel
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Who They Are? What Company? How Often? From Where?
KNOWN PROSPECTS
Managing the Funnel
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UNKNOWN PROSPECTS
Managing the Funnel
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UNKNOWN
KNOWN
SALES READY
CLOSED
MARKETING AUTOMATION
Managing the Funnel
COPYRIGHT 2010 MAGNET 360
Technology Adoption
Innovators Early Adopters
Early Majority Late Majority Laggards
Marketing Automation Technology Adoption - 3-5%
COPYRIGHT 2010 MAGNET 360
Lead Nurturing
It takes SIX to NINE months before a lead agrees to a first meeting.
-Sirius Decisions
Do you need lead nurturing for prospects that aren’t quite ready to purchase?
COPYRIGHT 2010 MAGNET 360
How we capture lead data :
Lead Scoring
Companies that get lead scoring right have a 192% higher average lead qualification rate then those that do not. -Aberdeen
How would your sales team think of you if they actually liked the leads you sent them?
Forms, surveys and registrations
Scoring based on explicit info, activity, and behavior
Route only high scoring leads to sales
Unqualified/cold leads get routed to nurturing programs
COPYRIGHT 2010 MAGNET 360
Scoring Process
Lead
Send to CRM for Sales Team Follow-up
Send to Nurturing Program
Send to Inside Sales
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Lead Nurturing Planning Interest Learn Evaluate Justify Purchase
Search Begins Solutions Identified Solutions Evaluated Against Needs
Short List Assembled Selection Made
Que
stio
ns
Expe
rien
ce
Cont
ent
1. Who are the suppliers for my need?What’s the scope of potential achievement?Where do I stand?How can I easily find out more?
1. What do they offer?Are their customers achieving success?Do they fit my need?How can I easily evaluate/demo?
1. Do they meet my expectations?What do analysts say, are they a leader?Is Company viable?How do they compare?Why should I choose?What’s the cost?
1. Leading, solid product/company?Recommended by customers and analysts?Meets or exceeds my need?Can afford to buy & implement?
1. How can I easily purchase?Can I purchase via Web site?Who can I call?Do they have a partner in my area?Why buy now?
1. eMail & WebSeminarsPodcasts eMail & WebPodcasts/
SeminarsTM Calls 1. eMail & WebTM CallsSales
CallsSeminars
1. eMail & WebCustomer, analyst referencesSales calls
1. eMail & WebTM & Sales CallsPartners
1. Industry white papersCompany product white papersCustomer storiesAssessment testsPress releases
1. Company white paperSeminar presentation product spec sheetsCustomer storiesFlash demoInd/analyst reportsEducational tips
1. Features/benefitsGartner wuadrantFin. press releasesCompetitive & Cost ComparisonsProduct awardsSeminar presentation
1. Product customer reference siteProduct AwardsCustomer storiesPress releasesSeminar presentation
1. 1800# providedCompany.com productE-Shop productPartner locator?Promotions or deals?
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Let Sales Do What They Do Best
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CONTINUOUS OPTIMIZATION
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COPYRIGHT 2010 MAGNET 360
Which headline, image or content is best?
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Optimization leads to better results
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COPYRIGHT 2010 MAGNET 360
COPYRIGHT 2010 MAGNET 360
ANalyticsToo much data, too little insight
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Data is good, Insights are better
COPYRIGHT 2010 MAGNET 360
Dashboards Are A Great Fit For Organizations That
• Have multiple brands/websites/locations - Dashboards make it simple to roll-up data, create custom groups,
benchmark across brands, aggregate results and drill down
• Use a variety of online campaigns/media that create data in multiple places - Dashboards provide integrated view of campaign performance: PPC,
SEO, Email, Display, Social, Website, CRM, Direct Mail
• Have business critical data in a variety of different systems - It is possible to quickly and cost-effectively create the right integrated
views of important data
COPYRIGHT 2010 MAGNET 360
Integrated, Interactive Dashboards and KPI Development
- Integrate data from all sites and campaigns into one easy-to-use dashboard - Create one interface for multiple internal audiences - C-level view with drill downs into deeper detail for managers and analysts to
view - Users can create “what-if” scenarios and forecast future results based on current
performance - Big time savings: easy-to-use interfaces make analysis much faster than using
multiple analytics tools - Consulting services provided to define KPI’s and benchmarks - Customized, designed, and launched in 6-8 weeks—minimal IT involvement
needed
COPYRIGHT 2010 MAGNET 360
COPYRIGHT 2010 MAGNET 360
COPYRIGHT 2010 MAGNET 360
COPYRIGHT 2010 MAGNET 360
@scottmagnet
Thank You