Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference

Multiplying Results at Every Touchpoint in the Buyer’s JourneyPardot User Conference

September 29, 2010

Panel Discussion

Multiplying Results at Every Touchpoint in the Buyers’ Journey

Moderator Dan McDade President and CEO, PointClear

Market Karla Blalock Senior Vice President, PointClear

Media Renee Thompson Senior Director, Products, TechTarget

Offer Paul McKeon Founder and CEO, The Content Factor

Introduction

Establishing a clear and mutually agreed upon definition of market, media and offer can help you multiply results

Market Media Offer

What companies will we target?

Who are our target contacts?

How can we segment our market and apply differing approaches?

Which mix of integrated media will be most effective?

How will we navigate to those contacts?

How can we convey a building dialogue?

How do we engage with our target audience?

How do we articulate what problems we solve and how?

What messaging will differentiate our solution?

Is this your market?

Or is this your market?

Define it…

Sales & Marketing have to work

together

Compare it to your customers

Compare it to your visitors

Is this your data?

Or this….

Or this?

This is better…

How much it costs to fix a contact upon it entering your database

How much it costs to keep a bad record in your database, use it and clean it up later

Bad data costs $$$

Best in class databases

Average.

Then what?

PRIORITIZE IT

Target this

market of 1,000

…end with 50 leads

No segmentation

Segmentation

9%

1%

3%

5%

7%

Find & target the

high interest

segments

Get 84% of the results in 60% of the spend

..and, improve yourtargeting

Let’s recap

Define your market

Let’s recap

Validate the definiton

Let’s recap

Combine your databases

Let’s recap

Clean & Enhance

Identify priorities

Let’s recap

Media

Publishers and Marketing Automation – A Love Story

A Publisher’s View on IT Buyer Activity and the Application of Marketing Automation

What Do Publishers Know?

What kinds of content assets do users prefer and interact with? Which content resonates in a particular portion of the buy-

cycle?

The Publisher’s Challenge

How can a publisher capture and leverage the “activity intelligence” generated by users activity on our websites?

How can we take advantage of the user activity “vapor trail” to create a better experience for the user and more productive lead stream for the vendor?

What does a publisher driven nurturing offering look like?

The Publishing World has Changed

OLD WAY: Point in timeUsed to depend on traditional

information gathering

NEW WAY: Real TimeNow learn from the richer view

of a user’s current Activity

ACTIVITY INTELLIGENCE™ Methodology

A Multi-step Marketing Automation Model – Moving from MQLs to SQLs

Pass-thru of Activity Intelligence Data to

Client MAM / CRM Solution

Custom NurturingExecuted by TechTarget

From Simple Re-messagingAnd Content Follow-up

ToCustom Nurturing Campaigns

Driven By User Activities

Data/Service DeliveryLeads withActivity Data

Client Marketing & Qualification

Custom NurturingExecuted by Client

From Simple Re-messagingAnd Content Follow-up To

Custom Nurturing CampaignsDriven By User Activities

as well asThrough Email andWebsite Activities

You want me to take the time to?

“Laboriously type my name and job related information into a cumbersome form.” “Give you my email, so you can spam me”

“Give you my phone number, so you can have some sales rep call me.”Sure. I’ll do that!

Biggest challenges facing email marketing

Recipient mailboxes are swamped and all email suffersSpam is eroding trust in email

Email doesn’t get the budget/attention it deserves

Willingness of people to opt-in to new email lists

Lack of accountability/measurement

Difficulty with effective email creative due to image blocking

Deliverability

The best way to meet e-marketing campaign objectives

•Engage them

•Get them to “trust us’

•Teach them something

•Get them to view us as a valued partner

Send prospects a lot more emails

“Fire hose” them with a lot of white papers

Send them a lot of product offers

Make them a lot of special deals

or

Offer

The four “Cs” of B2B marketing differ from the four “Ps” of classical marketing Content – the creation of a steady stream of

engaging content Connection – connecting with the audience

you wish to attract Communication – communicating with them in

an ongoing conversation Conversion – and then converting them at the

illusive moment of need Paul Dunay, Global Managing Director of Services and Social Marketing for Avaya

Questions?

Contact InformationDan McDade 678-533-2722

Dan.McDade@pointclear.com@pointclearpdwww.pointclear.com

Karla Blalock 678.533.2700 Karla.Blalock@pointclear.com@kblalockwww.pointclear.com

Renee Thompson 770-290-8821rthompson@techtarget.comwww.techtarget.com

Paul McKeon 770-457-2489 ext 227pmckeon@contentfactor.com@McKeonPaulwww.contentfactor.com