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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
[email protected]@pointclearpdwww.pointclear.com
Karla Blalock 678.533.2700 [email protected]@kblalockwww.pointclear.com
Renee Thompson [email protected]
Paul McKeon 770-457-2489 ext [email protected]@McKeonPaulwww.contentfactor.com
