Using disparate systems for email campaigns, online events, social media and web tracking only takes sales and marketing part of way towards engaging prospects. Many progressive teams are realizing they need holistic tools and tactics to see the full picture on buyer behavior. During this webcast, we’ll hear case study examples from Andrew Gaffney, Editor of Demand Gen Report, and Janelle Johnson, Director of Demand Gen of Act-On Software as they discuss 7 key areas where sales & marketing teams are missing out on engagement opportunities with prospects by failing to connect the dots on behavior between core channels.

1. Marke&ng’s
Missing
Links:
Calcula3ng
the
Cost
and
Benefits
of
Integra3ng
Channels,
Campaigns
&
Repor3ng
#ActOnSW
Presented
by
Sponsored
by

2. Welcome
Webinar
A6endees
Type
ques&on
here

3. Follow
this
webinar
on
Twi6er
#ActOnSW

4. About
Demand
Gen
Report
• Launched
in
2007
to
track
best
prac3ces
in
lead
genera3on
• NewsleHer
has
grown
to
more
than
26,000
readers
• We
also
offer
a
menu
of
research
and
best
prac3ces
reports
• New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

5. Panelists
Janelle
Johnson
Andrew
Gaffney
Director,
Demand
Gen
Editor
Act-­‐On
SoHware
Demand
Gen
Report

6. Marke&ng’s
Missing
Links:
Calcula3ng
the
Cost
and
Benefits
of
Integra3ng
Channels,
Campaigns
&
Repor3ng
Join
the
@ActOnSo.ware
conversa4on
on
Twi6er
and
discover
what
others
are
saying
about
us:
#ActOnSW
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

7. 65%
of
best-­‐in-­‐class
B2B
marketers
integrate
their
email
and
social
media
campaigns,
compared
to
an
industry
51%
average
of
just
.
-­‐
Aberdeen
Research
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

8. What
B2B
Marketers
are
doing
today
• Invest
in
campaign
tools
• Use
cuVng-­‐edge
technology
• Gather
data
about
their
products
• Create
libraries
of
marke3ng
content
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

9. The
Real
Magic:
What
they
need
to
do
• Implement
holis3c
marke3ng
campaigns
and
solu3ons
• Synchronize
methodologies
and
tac3cs
• Link
marke3ng
components
seamlessly
• Ensure
elements
compliment
one
another
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

10. 7
Key
Areas
of
Integrated
Marke&ng
Tac&cs
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

11. Key
#1
-­‐
Email
Challenge
Marketers
con3nue
to
struggle
with:
• Reaching
the
right
audience
• Crea3ng
compelling
content
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

12. Key
#1
-­‐
Email
Solu&on:
Social
Sharing
Op&ons
Higher
share
rates
of
Emails
with
social
media
links
vs.
those
without:
• 370%
higher
with
LinkedIn
• 190%
higher
with
TwiHer
Pro
Tip:
Include
social
network
buHons
in
your
marke3ng
email.
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

13. Key
#2
–
Social
Media
Challenge
Social
media
is
a
peripheral
player*
• 7%
think
it
is
mature
• 89%
think
it
is
not
a
major
lead
source
*
2012
eMarketer
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

14. Key
#2
–
Social
Media
Solu&on:
Social
Media’s
Strength
Amplify
marke3ng
through
SM
• “Share”
and
“Like”
• Live
event
hashtags
(#)
• Monitor
conversa3ons
• Nurture
rela3onships
Pro
Tip:
Keep
social
media
posts
“fresh”
and
“relevant”
with
choice
bits
of
content.
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

15. Key
#3
–
Online
Events
Challenge
Genera3ng
buzz
for
webinars
and
webcasts
• Most
effec3ve
marke3ng
resource
• Valuable
source
of
informa3on
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

16. Key
#3
–
Online
Events
Solu&on:
GiH
that
keeps
giving
Make
webinars
• A
source
of
useful
content
• Augment
marke3ng
campaigns
• Fodder
for
blogs
and
social
media
• Compliment
white
papers
• Available
24/7
Pro
Tip:
Use
an
online
event
management
tool
that
provides
detailed
analy3cs
on
registra3ons,
aHendance
and
par3cipa3on.
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

17. Key
#4
–
Blogs
Challenge
Blogging
efforts
seem
uncoordinated
• Marke3ng
campaigns
are
disconnected
• Posts
are
random
and
ineffec3ve
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

18. Key
#4
–
Blogs
Solu&on:
Relevant
blog
content
Blogging
is
a
strong
SEO
tool
• Update
blog
posts
regularly
• Reference
integrated
campaign
content
• Include
a
call
to
ac3on
Pro
Tip:
Create
an
editorial
calendar
and
coordinate
blogging
with
campaign
efforts.
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

19. Key
#5
–
Landing
Pages
Challenge
Generic
web
pages
are
not
effec3ve
• Leads
go
to
wrong
content
• Prospects
get
lost
or
bored
• Opportuni3es
leave
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

20. Key
#5
–
Landing
Pages
Solu&on:
Dedicated
landing
page
Send
prospects
to
campaign
dedicated
pages
• Test
and
tune
to
boost
conversion
• Provide
a
specific
offer
• Create
a
call
to
ac3on
• Tie
campaign
elements
together
Pro
Tip:
Use
a
tool
that
creates
track-­‐able,
unique
URLs
to
3e
landing
pages
to
specific
campaigns
or
content.
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

21. Key
#6
–
Web
Site
Intelligence
Challenge
Web
visitors
are
anonymous
• Unable
to
3e
to
a
specific
campaign
• Unknown
which
search
term
was
used
• Unclear
how
they
found
company
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

22. Key
#6
–
Web
Site
Intelligence
Solu&on:
Track
incoming
visitors
Correlate
traffic
to
marke3ng
campaigns
• Unique
URLs
for
email/social
media
• Enable
cookies
• Track
referring
URLs
Pro
Tip:
Use
web
site
intelligence
and
analy3cs
to
iden3fy
individual
leads
and
site
ac3vity.
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

23. Key
#7
–
Integrated
Analy&cs
Challenge
Web
intelligence
tools
are
incomplete
• Channel
strength?
• Channel
effec3veness?
• Prospect
to
qualified
lead
ra3o?
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

24. Key
#7
–
Integrated
Analy&cs
Solu&on:
Use
the
right
analy&cs
Understand
your
marke3ng
campaigns:
• Content
you
intend
to
use
• Channels
and
planorms
you
will
employ
• Results
you
want
to
get
Pro
Tip:
Know
what
you
want
to
measure
in
your
campaigns
before
finding
a
solu3on.
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

25. Integra&ng
your
marke&ng
efforts
gives
you
a
range
of
tools
and
tac&cs
that
work
together
to
amplify
your
results.
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

26. Ready
to
Learn
More?
• Sign
up
for
a
demo
act-­‐on.com
blog.act-­‐on.com
• Need
it
sooner
Call
us:
1
(877)530-­‐1555
Email
us:
sales@act-­‐on.com
www.act-­‐on.com
|
@ActOnSoHware
|
#ActOnSW

27. Q&A
//
Submit
Your
Ques&ons
Type
ques&on
here

28. Q&A
//
Panelists
Janelle
Johnson
Andrew
Gaffney
Director,
Demand
Gen
Editor
Act-­‐On
SoHware
Demand
Gen
Report

29. Thank
You
For
A6ending
This
Webinar
You can download this presentation at:
http://dg-r.co/mktmissinglinks