BeWhys Marketing Webinar- February 17, 2010
Featuring
Michael Eckhardt, Managing Director, The Chasm Institute
Mark Cavendar, Managing Director, The Chasm Institute
Erik Bower, President, MarketBright, Inc.
Mitch Knight, Director, Business Development, Jigsaw, Inc.
Marketing High Tech in Challenging Times - 9 Key Success Factors
1.
2.
3. Marke6ng High Tech in Challenging Times – 9 Key Success Factors
Addi6onal Resources
• The on‐demand webinar recording is available at the BeWhys Marke;ng website
• A free 15‐day individual seat license to Chasm Ins6tute’s award‐winning Online
Learning Tool: “Founda(ons of High‐Tech Marke(ng”.
(Select "Register" and enter the following in the coupon code field: CHASM_15_DAYS_q409demo)
• Dummies Guide to Nurture Marke(ng from MarketBright – the latest easy to
read guide on the key elements of nurture marke;ng and lead genera;on.
Reserve your complimentary copy to begin the road to understanding nurture
marke;ng in B2B marke;ng. Available April 2010
• Marke;ng High Tech Webinar Special – Jigsaw special offer to enhance your
database – save 20% on off the standard pricing for packages of 2,000, 5,000 or
10,000 contacts.
• A two hour, no obliga(on, free consulta(on on your lead genera(on program –
providing benchmarks against industry standards and recommenda;ons on how
to incorporate best prac;ce methodology into your exis;ng campaigns from
BeWhys Marke;ng.
4. Welcome to the webinar:
Marke;ng High Tech in Challenging Times – 9 Key Success Factors
If you experience technical difficulty please contact GoToWebinar on 1‐800‐263‐6317.
The webinar number is 479559769
The dial in number is 773‐945‐1011
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35. IT IS A REALLY COMPLICATED PROBLEM
ng Trade Shows
Marke;
ROI
PR Partn
SEO ers
Demo
sing Order
Adver;
Social Media Blogs
Proposal Contract
Webinars White Papers
Direct Mail
Telema
rke;ng
Sales
Presenta;ons
Pricing
Customer
B2B Selling relies on providing an informa;on
conversa;on
42. Marke6ng Budgets – How Are We Spending Those Marke6ng
Dollars Today?
Changes in Budget – 2009
• Catalog – Down 14.8%
• Direct Mail – Down 28.6%
• Email – Up 43.2%
• Internet Marke;ng – Up 62.9%
DMA Research - 2009 Response Rate
Report
43. The Sales Side – How are Best‐In‐Class Companies Enabling Sales?
• Customized Messaging: The benefits of
knowing exactly who a salesperson’s
target individual is.
• Incorporated Sales Intelligence Sources:
Top‐performing sales teams are realizing
the poten;al of directly feeding sales
intelligence into the daily selling tool
systems (CRM/SFA).
• Marke6ng Automa6on: Allows sales
teams to be more efficient.
Aberdeen Research - 2009 Sales
Enablement Report
45. What’s The Impact?
No Title:
– Inability to determine the what role is occupied by the prospect and deliver a truly
customized message via phone, email, or direct mail campaign = Lower lead conversion
rates.
No Email Address or Phone Number:
– More ;me spent trying to reach key decision makers = Longer sales cycle, Slower Win/
Loss Rate
No Revenue or Company Size Informa6on:
– Inability to accurately segment prospects results in more ;me spent with less promising
prospects = Longer sales cycle, Slower Win/Loss rate, Lower average deal size.
Bad Data:
– Bad data……
46. Key Takeaways
• With consistent adop;on
capabili;es and enablers Best‐
In‐Class users are able to
achieve measurable results.
• Whether the metrics are;
– Financial (Revenue; Deal Size)
Or
– Ac6vity Oriented (Conversion &
Win/Loss; Sales Cycle)
• This group is realizing considerable
value.
47.
48. Marke6ng High Tech in Challenging Times – 9 Key Success Factors
Addi6onal Resources
• The on‐demand webinar recording is available at the BeWhys Marke;ng website
• A free 15‐day individual seat license to Chasm Ins6tute’s award‐winning Online
Learning Tool: “Founda(ons of High‐Tech Marke(ng”.
(Select "Register" and enter the following in the coupon code field: CHASM_15_DAYS_q409demo)
• Dummies Guide to Nurture Marke(ng from MarketBright – the latest easy to
read guide on the key elements of nurture marke;ng and lead genera;on.
Reserve your complimentary copy to begin the road to understanding nurture
marke;ng in B2B marke;ng. Available April 2010
• Marke;ng High Tech Webinar Special – Jigsaw special offer to enhance your
database – save 20% on off the standard pricing for packages of 2,000, 5,000 or
10,000 contacts.
• A two hour, no obliga(on, free consulta(on on your lead genera(on program –
providing benchmarks against industry standards and recommenda;ons on how
to incorporate best prac;ce methodology into your exis;ng campaigns from
BeWhys Marke;ng.