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www.act-on.com | @ActOnSoftware | #ActOnSW
Is Marketing the New Sales?OR
Is Sales the New Marketing?
www.act-on.com | @ActOnSoftware | #ActOnSW
This Session’s Presenter
Atri ChatterjeeChief Marketing Officer
[email protected]@atrichatt
www.act-on.com | @ActOnSoftware | #ActOnSW
Agenda
• Evolution of Marketing & Sales
• Today’s Buyers Journey
• A New Acronym EIII (Pronounced [ ī ] )
• Next-Gen Customer Lifecycle
www.act-on.com | @ActOnSoftware | #ActOnSW
Sales takes down deals
Traditional Marketing and Sales
Marketing provides air cover
www.act-on.com | @ActOnSoftware | #ActOnSW
But the Buyers Journey has Changed…
• Buyers are doing more research before they call you– 78% start the buying process with a web search– 50% turn to social media and peer reviews
Source: DemandGen Report
www.act-on.com | @ActOnSoftware | #ActOnSW
We Speak a New Language… (EIII)
• Engagement
• Intelligence
• Insight
• Inspiration
[ ī ]
www.act-on.com | @ActOnSoftware | #ActOnSW
Engagement
Multiple Channels• Engagement through multiple
channels• Follow the buyers journey
Continuous Process• Engagement is a continuous
process • Nurturing is essential
www.act-on.com | @ActOnSoftware | #ActOnSW
Content is Key to Engagement
Develop a curriculum and content plan
that matches a buyers journey
Become a trusted advisor by
educating before selling
Get found by optimizing your content for
search engines
Use paid advertising to bolster organic
search
Reinforce content across multiple
channels
www.act-on.com | @ActOnSoftware | #ActOnSW
Intelligence
• Use every engagement opportunity to learn more
• Build a profile that combines demographic and behavior information
• Gathering intelligence will save you time and make you look smarter
www.act-on.com | @ActOnSoftware | #ActOnSW
Insight
• Use the intelligence gathered to understand your prospects needs
• 80% of the prospects deemed “bad leads” by sales go on to buy within 24 months
• Look for patterns and understand what they mean
Source: Sirius Decisions
www.act-on.com | @ActOnSoftware | #ActOnSW
Inspiration
• Happy customers are inspired customers!– It costs 6 – 7 times more to sell to a
new customer than to an existing one2
• 70% of buying experiences are based on how the customer feels they are being treated1
• Organizations where marketing and sales are aligned were 38% better at winning customers than those that were not3
Source: 1) McKinsey & Co; 2)Bain & Co.; 3) Marketing Profs research
www.act-on.com | @ActOnSoftware | #ActOnSW
Change the Process & See the Results
LEADS OPPORTUNITIES CUSTOMERS ENGAGEDCUSTOMERS
ADVOCATE& FAN
Marketing ResponsibilitySales ResponsibilityJoint Effort
Engagement throughout the customer lifecycle
www.act-on.com | @ActOnSoftware | #ActOnSW
Next Steps
Need it todayCall: 1 (877) 530-1555Email: [email protected]
Sign up for a demowww.act-on.com