www.act-on.com | @ActOnSoftware | #ActOnSW
7 Marketing Habits of Today’sHighly Successful SMBs
www.act-on.com | @ActOnSoftware | #ActOnSW
Welcome! Thanks for joining us today.
Jeff LintonAct-On SoftwareSr. Manager, Product & Field [email protected] | @jeffreylinton
www.act-on.com | @ActOnSoftware | #ActOnSW
Agenda
• Background
• 7 Marketing Habits
• Next Steps
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7 Marketing Habits – Survey
Study of SMBs
Survey Objectives and Goals
SMB Decision Makers
RESULTS 7 Marketing Habits help successful SMBs grow beyond expectations
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Online vs. Offline
Bottom Performers Seek Security• Spend on direct mail and print
• 68% perceive online marketing is equal to offline and
• Online “inappropriate” for their brand
• Not focused on current/following quarters
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1. Emphasize Online vs. Offline Strategies
Online Marketing is the Game Changer• 32% reach more audiences and
compete more effectively
• 71% choose the marketing automation online approach
• Use robust reporting and analytics to optimize campaign efforts
RESULTS Top Performers reach more audiences and compete more broadly
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Cost Cutting
Bottom Performers focus on cost cutting• Decrease customer acquisition costs
• Maximize impact of marketing budget
• Over-emphasis on reducing key marketing efforts
• Improve competitiveness and move focus from funnel
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2. Focus on new business leads and lifetime value over acquisition costs
Focus more on getting new customers • Improve funnel performance
and customer LTV
• Align marketing and salesand urge collaboration
• Measure effectiveness ofeach individual campaign, fine-tune
RESULTS Top Performers improve the lead funnel to effectively attract and convert
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Social Media
Bottom Performers unsure if Social Media works• 1 in 3 SMBs report SM is
either not working or do notknow if it is working for them
• Uncertain of click-throughrates from new customers
• No insight on real-time multi-channel optimization
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3. Execute highly optimized, multi-channel campaigns
Combination of online marketing tactics• Utilize email, web, and
social media programsrepeatedly
• Engage with prospectsvia multiple touch points
• Reach targetedcustomers that subscribeto select venues
RESULTS Top Performers develop a process for real-time multi-channel optimization
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Lead Nurturing
Bottom Performers pass off leads much earlier• 43% pass off leads in less
than 1 month
• 25% hold onto leads formore than 3 months
• Prospects pushedthrough funnel pre-maturely or too late
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4. Nurture leads carefully, until the time is right
>50% of Top Performers nurture leads 1 to 3 months• Nurture before passing them
on to sales
• Cultivate leads and provideinformation needed toevaluate product/service
• Prospects demonstrate keyindicators prior toreaching sales
RESULTS Top Performers properly cultivate leads prior to passing them off to sales
www.act-on.com | @ActOnSoftware | #ActOnSW
Metrics
44% of The Bottom are not measuring anything• Don’t measure and make
uneducated guesses
• Unable to quantify print advertising campaigns
• Resort to reactive tactics leading to no recipe for success
• Uncertain who is visiting their web site
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5. Collect the metrics that matter
Analyze virtually everything• Cost per lead and qualified
lead
• Time period of qualified lead and cost per new customer
• Track and measure real-time results for actionable campaign adjustments
RESULTS Top Performers analyze real-time results to optimize campaign performance
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Collaboration
Bottom Performers tend to create silos• Less likely for sales and marketing teams
to collaborate
• Definition and execution of marketingefforts are not coordinated
• Sales and marketing deliver on separate efforts
• Customer insights gained are not shared
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6. Urge increased collaboration between sales and marketing
Sales and Marketing teams collaborate• Set revenue targets, goals and lead
qualification criteria
• Create cross-team communication
• Use shared, real-time intelligence
• Manage sales leads based on behavior
RESULTS Top Performers collaborate and share real-time metrics between sales & marketing
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Cut and Reduce Costs
Bottom Performers cut and await better days• 56% cut their marketing
budget
• Only 15% increased hiring to take advantage of opportunities
• Tend to decrease investments in partnerships and channels
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7. Maintain marketing budgets during a difficult economy
Top Performers are far less likely to reduce spending• One-third reported a reduction
in marketing budgets
• One-third have increased hiring to take advantage of opportunities
• Tend to invest in software to understand precise value of marketing activities
“Be fearful when others are greedy. Be greedy when others are fearful.”
–Warren Buffet
RESULTS Top Performers run more campaigns with fewer resources
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Review – 7 Marketing Habits
1. Emphasize online over offline marketing strategies
2. Focus on new business leads and lifetime value over acquisition costs
3. Execute highly optimized, multi-channel campaigns
4. Nurture leads carefully, until the time is right
5. Collect the metrics that matter
6. Urge increased collaboration between sales and marketing
7. Maintain marketing budgets during a difficult economy
www.act-on.com | @ActOnSoftware | #ActOnSW
For More Information….
For more information on the eBook7 Marketing Habits of Highly Effective SMBs
visit:
www.act-on.com/DRIVE
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