Barbara M FowlerChief Outsiders

AIIfl.com

Marketing in 2014: 8 Tips to ExploreJune 2014

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Chief Outsiders

Make your agency easy to do business with!

57-92% of search starts or continues on the Internet!

Do they find you via your website?

When they get there, what do they expect?

What if they don’t find what they want?

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Where are you now?

SEO Content

Technology Tools

3Key

Components

These are all connected and must be utilized together!

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Develop Strategy Before Tactics

Become Data-Driven

Benchmark Against Key Competitors

Integrate Everything

Identify BuyerPersonas

Review Current Marketing

Spend

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$✓

✓

Everyone is in

marketing!8

Test

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It Begins with a Mindset

Benchmark Against Key Competitors

Be curious, get outside your own company!

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Best Trade Show

Marketing

Best Blogs

Google Alerts,

Talkwalker Moz’s OpenSite Explorer Marketing

Grader

Competitor Analysis

Be curious, get outside your own company!

How?

SEM RUSH

EXPLORE!

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Check where you are spending money and time

Review Current Marketing Spend

No Sacred Cows

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Including salaries?

What is the result?

$10,000,000 revenue

What are you spending and what does it include?

$20,000 to $500,000

Averages are from 2-50+% depending on study and industry

Example

20% 12% 8% 7% 6% 6% 5% 21%

trade shows, seminars, conferences

Content production

website

Agency fees

email

advertising

PR

Other

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Prepare Them in Advance

Develop Strategy Before Tactics3

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What is the Difference?

Strategy can be the broad goals of your business that generate the results you want to achieve. A tactic is a specific “do-it” to achieve the strategy.

Strategy or Tactic? •Be the market share leader in homeowners insurance in 10 zip codes•Maneuver your agency into top two consideration set of household decision makers. •Deploy a marketing campaign that leverages existing customer reviews and spurs them to conduct word of mouth with their peers in online and real world events.•Offer best in market compensation plan with benefits to attract top

performers  

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We want to work with people we know and trust!

*What do you need and how can I help you?

Identify Buyer Personas

Who are your prospects?Where do you find them?

How do they find you?What stage of the buying process are

they in?

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Paint a Picture

We want to work with people we know and trust

What are their demographics? Age, Gender, Income, etc.

Where do they go for information?

What are their pain points?

What are their most common concerns?

What do they value most? What are their goals?

How do I identify this persona?

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How?

They find you but they are impatient!

Calling a lead within 5 minutes of a form fill vs. 60 minutes of a form fill increases conversions by 341% (1)

If you call a lead within 60 seconds of a form fill you are 500% more likely to convert the lead (2)

The first business to speak to a lead on the phone is 238% more likely to get that lead as a customer than the second business to speak to the lead (1)

The odds of contacting a lead if called in 5 minutes are 100x higher vs.

30 minutes (1

The odds of converting a lead if called in 5 minutes are 21x higher vs. 30

minutes (1)

Technology Tips: Consider these statistics.

(1) Kellogg School of Management at Northwestern, Speak2Lead (2) MIT

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Think PESO!

What is a MQL? What is a SQL?

Integrate Everything!

Paid, Earned, Sponsored, Owned

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Obsess!

Become Data-Driven

Show Me The Numbers!

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Show me the Numbers! Not Anecdotes.

What are your KPIs?

ROI CLTV Conversions

How much revenue/how

much I invested

How much profit will I earn from

this customer over time?

What is a conversion

and how will I measure it?

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You don’t need to bet the bank!

Use Technology!And Test, Test, Test!

Marketing Automation, CRM Systems, Apps

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Chief Outsiders

Marketing Automation, CRM Systems, Apps

You don’t need to bet the bank! Experiment!

Google Analytics

WhichTestWon.com

A/B Testing of Landing Pages Optimizely.co

m

Email: Constant Contact,

Usertesting.com

Hubspot.comSalesforce

@

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Develop the Culture/ Be Agile/ Experiment

There is no such thing as Digital Marketing, It’s Marketing!

Everyone is in Marketing!

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Sales

of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified.

of business buyers say when they’re ready to buy, they’ll find you.(DemandGen Report)

Research shows that(InsideSales.com)

of sales go to the vendor that responds first.

(SiriusDecisions)

of the buying process is now complete by the time a prospect is ready to engage with sales.

(MarketingSherpa)

90%

35-50%

70%

61%

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Marketing Automation

of top performing companies are using or plan to start using marketing automation between 2012 to 2015.

The adoption of marketing technology is expected to increase

Sirius Decisions

by 2015.

International Data Corporation

The marketing automation market is predicted to grow

from

In 2010

In 2015

of all B2B Fortune 500 companies are already using marketing automation, along with 76% of the world’s largest SaaS companies. Pardot

Gleanster

50%

1/4

$3.2b

$4.8b

84%

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of CMO’s at top performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue.

Marketing automation platform users have a

Aberdeen Group

higher conversion rate from marketing response to marketing-qualified lead than non-users.

of survey respondents indicate that the ability to set measurable objectives for each of their campaigns is the biggest value driver of marketing automation.

Gleanster

Gleanster

53%

63%

77%

Marketing Automation

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Lead Nurturing

Companies that excel at lead nurturing generate

DemandGen ReportNurture leads produce, on average, a

increase in sales opportunites versus non-nurtured leads. 20%

9.3%

CSO Insights

Companies with mature lead generation and management practices have a

higher sales quota achievement rate.

Forrester Research

50% more sales-ready leads at 33% lower cost.

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Chief Outsiders

or greater increase in revenue in 6-9 months.

The Annuitas Group

Nurture leads make larger purchases than non-nurtured leads. 47%

9.3% CSO Insights

Companies that automate lead management see a

higher sales quota achievement rate.

10%Gartner Research

Lead Nurturing

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Thank You!

Please contact Barbara Fowler at bfowler@chiefoutsiders.com with additional questions and/or comments. www.chiefoutsiders.com