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Demand Generation - Marketing Automation Software - Easy. Powerful

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Page 1: Demand Generation - Marketing Automation Software - Easy. Powerful

in 2

9 m

inut

es o

r le

ss

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

Page 2: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

Intr

oduc

tions

Cla

ssic

Dem

and

Gen

erat

ion

and

Lead

E

ngag

emen

t and

the

Con

sequ

ence

s

Cha

nge

the

Gam

e

Exa

mpl

es

Que

stio

n an

d A

nsw

er

1. 1.1.1. 2.2.2.2.

3.3.3.3.

4.4.4.4.

5.5.5.5.

Age

nda

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

Page 3: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

Cla

ssic

Lea

d G

ener

atio

n

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

Page 4: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

The

Dis

conn

ects

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

•M

arke

ters

spe

nd m

ost m

oney

and

effo

rt o

n tr

affic

gen

erat

ion

•H

ope

for

the

best

•N

o ab

ility

to in

tera

ct w

ith a

nd e

ngag

evi

sito

rs•

Poo

r co

nver

sion

rat

es•

Insu

ffici

ent l

eads

•R

esul

t: S

pend

mor

e m

oney

on

the

sam

e ba

d ca

mpa

igns

Page 5: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

The

Dis

conn

ects

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

•O

nce

enga

ged,

maj

ority

of “

pros

pect

s”ar

e st

ill a

nony

mou

s

•N

o un

ders

tand

ing

of t

he p

rosp

ect,

no w

ay to

inte

ract

•T

ende

ncy

to h

ide

cont

ent a

nd a

sk fo

r re

gist

ratio

n to

o so

on

•R

esul

t: F

ewer

qua

lifie

d le

ads,

poo

r le

ad q

ualit

y

Page 6: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

The

Dis

conn

ects

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

•In

cons

iste

nt o

r no

follo

w-u

p

•Ir

rele

vant

“on

e-si

ze-f

its-a

ll”fo

llow

-up

•In

abili

ty to

kno

w w

hen

pros

pect

s ar

e “s

ales

rea

dy”

•R

esul

t: P

oor

sale

s en

gage

men

t with

mar

ketin

g le

ads,

lim

ited

mar

ketin

g R

OI

Page 7: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

Und

erst

andi

ng th

e F

unne

l

*Use

d w

ith p

erm

issi

on fr

om J

im S

tern

e

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

Page 8: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

Sup

erch

arge

the

Pro

cess

1 :

Man

y•T

raffi

c G

ener

atio

n1

: S

egm

ent

•Per

sona

lizat

ion

•Lan

ding

Pag

es•M

arke

ting

Aut

omat

ion

•Lea

d S

corin

g

1 :

On

e•M

arke

ting

Aut

omat

ion

•Lea

d N

urtu

ring

•Per

sona

lizat

ion

•Mar

ketin

g A

utom

atio

n•L

ead

Sco

ring

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

Page 9: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

Per

sona

lizat

ion

–W

hat i

s it?

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

Page 10: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

Per

sona

lizat

ion

–W

hat i

s it?

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

91%

Imp

rove

d C

on

vers

ion

Rat

e

Page 11: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

Mar

keto

Scr

een

sho

t

•U

nta

rget

ed b

road

cast

em

ails

–O

pen

rate

20%

–C

lick-

thro

ugh

rate

9.5

%–

Con

vers

ion

rate

1.1

%

•T

rig

ger

ed f

rom

use

r ac

tio

ns

–O

pen

rate

27%

–C

lick-

thro

ugh

rate

9.3

%–

Con

vers

ion

rate

2.3

%

•T

arg

eted

with

Web

clic

k d

ata

–O

pen

rate

33%

–C

lick-

thro

ugh

rate

14%

–C

onve

rsio

n ra

te 3

.9%

Sou

rce:

Dav

id D

anie

ls, J

upite

r R

esea

rch,

Dec

200

6

Per

son

aliz

e W

hen

Yo

u S

end

Em

ails

Mar

ketin

g A

utom

atio

n

Page 12: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

Mar

ketin

g A

utom

atio

n

Lea

d S

cori

ng

Bes

t P

ract

ices

•E

xplic

it In

form

atio

n–

Indu

stry

–B

AN

T

•Im

plic

it Le

ad S

ourc

e–

Sw

eeps

take

s ve

rsus

onl

ine

dem

o

•B

ehav

iors

–O

peni

ng e

mai

ls, c

licki

ng li

nks

–S

earc

hing

for

your

bra

nd n

ames

–M

ultip

le p

eopl

e fr

om s

ame

com

pany

•S

core

Dec

ay–

Fin

d th

e m

ost e

ngag

ed le

ads

©20

08 M

arke

to, I

nc. A

ll rig

hts

rese

rved

.

Per

son

aliz

e W

hen

Yo

u P

ass

A L

ead

to

Sal

es

Page 13: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

Wha

t’s th

e Im

pact

•H

ighe

r co

nver

sion

of t

raffi

c to

pro

spec

ts

•Le

ss m

oney

spe

nt o

n tr

affic

gen

erat

ion

•G

reat

er r

esou

rce

utili

zatio

n an

d ef

ficie

ncie

s

•Im

prov

ed p

rosp

ect r

elat

ions

hips

•S

hort

er s

ales

cyc

les

•B

ette

r sa

les-

mar

ketin

g al

ignm

ent

•In

crea

sed

cust

omer

loya

lty

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

Page 14: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

•E

mai

l: dp

raill

@si

tebr

and.

com

•W

eb: s

itebr

and.

com

•B

log:

per

suas

ive-

emar

ketin

g.co

m

•E

mai

l: jo

n@m

arke

to.c

om

•W

eb: m

arke

to.c

om

•B

log:

blo

g.m

arke

to.c

om

•R

eque

st a

dem

o

•Le

t’s c

onne

ct o

n Li

nked

In, T

witt

er

Get

Per

sona

l with

Us

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.

Page 15: Demand Generation - Marketing Automation Software - Easy. Powerful

> In

deci

sion

and

Inac

tivity

Su

per

char

ge

your

Dem

and

Gen

erat

ion

with

Per

sona

lizat

ion

Sch

ool i

s O

pen

•Q

uest

ions

and

Ans

wer

s

©20

08 M

arke

to, I

nc a

nd S

itebr

and.

All

right

s re

serv

ed.