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9 m
inut
es o
r le
ss
Su
per
char
ge
your
Dem
and
Gen
erat
ion
with
Per
sona
lizat
ion
> 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.
> 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.
> 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
> 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
> 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
> 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.
> 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.
> 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.
> 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
> 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
> 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
> 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.
> 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.
> 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.