1. Knowledge Driven Marketing:
How BreakingPoint is increasing
Sales with Real-time Lead
Behavior Insight
Presenters:
Pam O'Neal, Vice President of Marketing, BreakingPoint
Systems
Alli Libb, Moderator, American Marketing Association
Sponsored by:
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2. 2
Register on the AMA Website

3. Housekeeping Items
Recording
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Twitter
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4. About ActOn
Marketing Automation for the Fortune 5,000,000
www.actonsoftware.com

5. 5
Today’s Presenter
• Nationally recognized speaker, thought
leader and innovator in B2B demand
generation
• Early adopter of Marketing Automation
technology
• Executed award-winning campaigns that
Pam O'Neal
combine social media, viral, content, and
Vice President of Marketing direct marketing techniques
BreakingPoint Systems with automation to drive exceptional
revenue growth

6. Knowledge-
Driven
Marketing
How BreakingPoint Increases Sales
with Real-Time Insight and 360 Degree
Views of Lead Behavior

7. Breaking Out

9. LEAN

10. STRATEGIC

11. 2008
Listen
Learn
Build
CREDIBILITY

12. Inbound Marketing
Market Activity Competition Prospects Internal
Segments Presence Interests SMEs
Keywords Channels Behavior Resources/Assets
Influencers Activities Participation Conversations
Trends Content
Monitor Market Activity
Develop and Execute Inbound Marketing Strategy
Monitor, Measure & Optimize

13. Buyer Profiling
Persona CRM
Analytics

14. Content Preferences
Source: TechTarget 2009 Media Consumption Report:
Mindset of the IT Pro During the Recession

15. Content Creation Create
. - Concept
- Blog post
- Web page
0
Expand
- Video Optimize
- Webinar - Messaging
- Whitepaper Content
CONTENT -
-
SEO
Shareability
- Case Study
* Engine -
*
Offers
Promote Measure
*
- Social Media - Views
- Aggregators - Sources
- Partners Analytics - Conversion
- Outbound

16. Insights Fuel Early Deals
--
--
--
-- Marketing-
-- Driven Sales
Opportunities
--
--
--

17. 2009
Automate
Optimize
CREDIBILITY AWARENESS

18. Integrating Outbound
Email
Newsletter
Appt.
Setting
Field Sales

19. Inbound Insight

20. Outbound Insight

21. Automation & Integration
--
Accelerates Growth
--
-- Marketing-
-- Driven Sales
Opportunities
--
--
--
--

22. 2010-2011
Integrate
Expand
CREDIBILITY AWARENESS GROWTH
GROWTH

23. Micro-Targeting Engine
Custom Content Targeted
Views Offers
Download
Interests Center
Inside
Sales

24. Optimization Supports
--
Sustained Growth
--
--
Marketing-
--
Driven Sales
-- Opportunities
--
--
--

25. 600+% Marketing ROI
Budget
2008 2009 2010 2011

26. Knowledge-Driven Marketing
Optimal Use of
• Targeted inbound + outbound flows
• Nimble, integrated marketing programs
• Clear, measurable ROI
• Track and optimize marketing contribution
• Increase pipeline velocity
• Reduce costs with better use of budget and greater productivity
• Sales and Partner collaboration
• Cohesive brand experiences across media

27. Q&A

28. Questions and Answers
How to Submit Questions
1. Submit questions using the chat box located on the left-hand side of your
screen.
2. Submit questions via Twitter by referencing the hash tag #aoweb
Additional Questions?
Contact Pam on Twitter at: @poneal
Visit www.actonsoftware.com or call (877) 530-1555
General AMA Questions can be sent to: alibb@ama.org

29. Thank You for your Participation!
Additional Questions?
Contact Pam on Twitter at: @poneal
Visit www.actonsoftware.com or call (877) 530-1555
General AMA Questions can be sent to: alibb@ama.org
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