Post on 10-May-2015
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Marketing’s Missing Links:Calculating the Cost and Benefits of Integrating
Channels, Campaigns & Reporting
#ActOnSW
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About Demand Gen Report
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Panelists
Janelle JohnsonDirector, Demand Gen
Act-On Software
Andrew GaffneyEditor
Demand Gen Report
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Marketing’s Missing Links:Calculating the Cost and Benefits of Integrating Channels, Campaigns & Reporting
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of best-in-class B2B marketers integrate their email and social media campaigns, compared to an industry average of just .
- Aberdeen Research
65%
51%
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What B2B Marketers are doing today• Invest in campaign tools
• Use cutting-edge technology
• Gather data about their products
• Create libraries of marketing content
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The Real Magic: What they need to do• Implement holistic marketing campaigns and solutions
• Synchronize methodologies and tactics
• Link marketing components seamlessly
• Ensure elements compliment one another
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7 Key Areas of Integrated Marketing Tactics
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Key #1 - EmailChallengeMarketers continue to struggle with:•Reaching the right audience•Creating compelling content
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Pro Tip: Include social network buttons in your marketing email.
Solution: Social Sharing OptionsHigher share rates of Emails with social media links vs. those without:•370% higher with LinkedIn•190% higher with Twitter
Key #1 - Email
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Key #2 – Social MediaChallengeSocial media is a peripheral player*•7% think it is mature•89% think it is not a major lead source
* 2012 eMarketer
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Solution: Social Media’s StrengthAmplify marketing through SM• “Share” and “Like”• Live event hashtags (#)• Monitor conversations• Nurture relationships
Pro Tip: Keep social media posts “fresh” and “relevant” with choice bits of content.
Key #2 – Social Media
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ChallengeGenerating buzz for webinars and webcasts•Most effective marketing resource•Valuable source of information
Key #3 – Online Events
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Solution: Gift that keeps givingMake webinars• A source of useful content• Augment marketing campaigns• Fodder for blogs and social media• Compliment white papers• Available 24/7
Pro Tip: Use an online event management tool that provides detailed analytics on registrations, attendance and participation.
Key #3 – Online Events
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ChallengeBlogging efforts seem uncoordinated•Marketing campaigns are disconnected•Posts are random and ineffective
Key #4 – Blogs
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Solution: Relevant blog contentBlogging is a strong SEO tool • Update blog posts regularly• Reference integrated campaign
content• Include a call to action
Pro Tip: Create an editorial calendar and coordinate blogging with campaign efforts.
Key #4 – Blogs
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ChallengeGeneric web pages are not effective• Leads go to wrong content• Prospects get lost or bored• Opportunities leave
Key #5 – Landing Pages
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Solution: Dedicated landing pageSend prospects to campaign dedicated pages• Test and tune to boost conversion• Provide a specific offer• Create a call to action• Tie campaign elements together
Pro Tip: Use a tool that creates track-able, unique URLs to tie landing pages to specific campaigns or content.
Key #5 – Landing Pages
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ChallengeWeb visitors are anonymous• Unable to tie to a specific campaign• Unknown which search term was used• Unclear how they found company
Key #6 – Web Site Intelligence
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Solution: Track incoming visitorsCorrelate traffic to marketing campaigns• Unique URLs for email/social media• Enable cookies• Track referring URLs
Pro Tip: Use web site intelligence and analytics to identify individual leads and site activity.
Key #6 – Web Site Intelligence
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ChallengeWeb intelligence tools are incomplete•Channel strength?•Channel effectiveness?•Prospect to qualified lead ratio?
Key #7 – Integrated Analytics
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Solution: Use the right analyticsUnderstand your marketing campaigns:• Content you intend to use• Channels and platforms you will
employ• Results you want to get
Pro Tip: Know what you want to measure in your campaigns before finding a solution.
Key #7 – Integrated Analytics
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Integrating your marketing efforts gives you a range of tools and tactics that work
together to amplify your results.
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Ready to Learn More?• Sign up for a demo
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Q&A // Submit Your Questions
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Q&A // Panelists
Janelle JohnsonDirector, Demand Gen
Act-On Software
Andrew GaffneyEditor
Demand Gen Report
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