www.lattice-engines.com This is a presentation created for Lattice Engines. Lattice Engines provides predictive customer-insight systems used by sales and marketing professionals to better target and engage their customers across all touch-points, e.g direct, web, mail, indirect, etc. The company's SaaS solutions integrate customer information across multiple data-sources to predict and recommend the next best action at each stage of the customer lifecycle. Typical Lattice customers experience a revenue lift of 10-15% within six months of deployment.

1. Lattice Engines Marketing Opportunities & Priorities Presented by Jesse Kedy Wednesday, May 19, 2010

2. Contents B2B Marketing Challenges Online Opportunities Offline Opportunities Priorities Wednesday, May 19, 2010

3. Marketing Challengesin a B2B environment B2B Marketing offers several unique challenges. B2B Customers ≠ B2C Customers Less Emotion (Less Loyalty, Impulsiveness) Rational Methodological Complex Expensive High Risk Analytical Coordinated Longer Cycle More Factors, Varying Customer Demands, More Customizations Forethought, Planning Larger Purchases & Customer Acquisition Requires more info/ proof Greater Implications for Failure Many Stakeholders, Multiple Decision-Makers & Influencers Longer Time to Purchase

4. Marketing Challengesin a B2B environment B2B Consumer Lifecycle Stages & Strategy Conversation Content Community Customer Council BRAND EVANGELISM Implementation; Support; Follow-up; Surveys; WoM; Referral Offers; Discounts; Up-Sell Live Demos; Research; Competitive Advantages; Proposals; Pricing Industry-Specific Education; Webinars; White Papers; Examples; Lead Generation; Lead Nurturing (Landing Pages, Micro Sites; E-Mails) Basic Education; Problem Identification; Broad-Based Solution; Branding (Web Ads, SEM, Viral) Joining conv. where prospects are; Less Formal (Social Media, Blogging) Wednesday, May 19, 2010

5. Online Marketing Opportunities Website Email Marketing Display Advertising Search Engine Marketing (SEO & Paid SEM) Social Media & Buzz Generation Wednesday, May 19, 2010

6. Online Marketing OpportunitiesWebsite Opportunities More Personal (Inviting Website) About Us | Profile Pictures | Company History | Timeline More Simplified (Understandable Solutions) Descriptions | Demos (w/Audio) | Examples More Information White Papers | Video | Keywords | More PR More Credibility Certifications | Badges | Partnerships | Testimonials Wednesday, May 19, 2010

7. Online Marketing OpportunitiesE-Mail Marketing Current E-Mail Marketing Efforts? Current E-Mail Marketing Goals? Awareness? Cultivation? Education? Specific Action? Tailored? Buying Stage; Industry; Geography; Career Level Current Reporting? Wednesday, May 19, 2010

8. Online Marketing OpportunitiesDisplay Advertising Targeted Display Ads Based on: Location/ Action (Increased Relevancy) Landing Pages Relevance: Specific (Product, Industry), Design, Copy, Actionable Rich Media Display Increased: Attention, Interaction, Recollection Design: Audio, Video (Demo), Permission-Based (higher quality) Leads: Embedded Form, Fewer Steps to Submit, Higher Quality Wednesday, May 19, 2010

9. Online Marketing OpportunitiesSearch Engine Marketing Search Engine Optimization (Natural/ Organic) Pay-Per-Click Pay For Inclusion Wednesday, May 19, 2010

11. Copy

12. Anchor Text (link text)

13. Domain & Layout

14. HTML Tags

15. Internal Linking

17. Online Marketing OpportunitiesSearch Engine Marketing SEO: www.lattice-engines.com Business Goals (Visibility; Branding; Traffic > Sales; Marketing Efficiency) Site Assessment (Size; Conversion Funnels; Usability; Technical Issues; Content) Benchmarks (Tracking?; Benchmark Reporting; Success Metrics?; Budget) Keyphrases (Keyphrase Research – Identify Prospect Keyphrases) Wednesday, May 19, 2010

19. Geography

22. Message

24. Per KeyphraseWednesday, May 19, 2010

26. AltaVista

27. Inktomi

30. 69% do so for business

31. Only 5% are non-participants

32. 55% are in social networks

33. 43% create media (blogs, uploads, articles, etc.)

34. 58% react to content they see in social formatsThe numbers are very high compared to other groups surveyed, and the level of participation for business purposes is also very high. Wednesday, May 19, 2010

37. Online Marketing OpportunitiesSocial Media Tools Flickr Photobucket FB Photos Zooomr Picasa Wikipedia Wikia Wetpaint Twiki… Twitter FB Status LinkedIn Status Plaxo Status Jaiku Pownce Widgetbox Spring Widgets Widgepedia Yahoo Widgets Slide… HUBS PRODUCTION MOBILE STREAMING Google Reader NewzCrawler FeedDemon Bloglines… Last.fm iTunes Utterz Wordpress Blogger Tumbler TypePad FB Notes Moveable Type Slideshare Scribd Google Docs Facebook LinkedIn Myspace Facebook Pages Wednesday, May 19, 2010

38. Online Marketing OpportunitiesSocial Media Strategy Note: Most SM activities are useful in Demand Generation Recommendation: Simplify Contact Methods for Prospects. In all SM activity, ensure that one of the following is readily available: Lead Submission Form; Links to Relevant Landing Pages; Contact Information

39. Online Marketing OpportunitiesSocial Media Strategy: YouTube Example Utilizing YouTube as part of a Social Media strategy Every Day on YouTube: Hundreds of millions of viewers (over 2 billion views daily) Hundreds of thousands of uploads Every minute, 24 hours of video is uploaded to YouTube.

41. Expanding Brand Awareness and Reach

42. Capitalizing on YouTube SEO Benefits

43. Capturing Leads

45. Create Content (Tutorials, Demos, Tips & Tricks, Consumer Education, Announcements)

46. Upload & Optimize (Title, Description, Tags, Views, Embeds, Ratings, Comments)

47. Capture Leads

48. Measure >> OptimizeWednesday, May 19, 2010

49. Traditional Marketing Opportunities Whitepapers Press Releases Conferences Direct Mail Print Wednesday, May 19, 2010

50. Marketing Priorities Fluency: Lattice Engines Business & Solutions Fluency: Marketing Planning, Activities, Strategies Establishing Specific Business Goals & Timeframe Prioritizing Top Marketing Opportunities (Issues) Implementing High Value Improvements Determining More Advanced Opportunities Implementing Strategies That Best Meet Goals CANI: Constant And Never-ending Improvement Wednesday, May 19, 2010

51. Questions Top 3 Business Goals (1-5 Years)? Current Marketing Efforts? Segmentation? Marketing Budget: Percent Online? Marketing Position/ Department? Wednesday, May 19, 2010

52. Thank You. Jesse Kedy Networks: LinkedIn.com/in/jessekedy, Facebook.com/jessekedy, Twitter.com/jessekedy Documents: Slideshare.com/jessekedy, Scribd.com/jessekedy Projects: Jessekedy.net/projects.php Transcript: Jessekedy.net/transcript.php Select References: Jessekedy.net/references.php(password: “jessekedy”) Wednesday, May 19, 2010