knowledge driven marketing: how breakingpoint is increasing sales with
TRANSCRIPT
Knowledge Driven Marketing:
How BreakingPoint is increasing
Sales with Real-time Lead
Behavior Insight
Presenters:
Pam O'Neal, Vice President of Marketing, BreakingPoint
Systems
Alli Libb, Moderator, American Marketing Association
Sponsored by:
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2
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About ActOn
Marketing Automation for the Fortune 5,000,000
www.actonsoftware.com
Today’s Presenter
• Nationally recognized speaker, thought
leader and innovator in B2B demand
generation
• Early adopter of Marketing Automation
technology
• Executed award-winning campaigns that
combine social media, viral, content, and
direct marketing techniques
with automation to drive exceptional
revenue growth
5
Pam O'Neal
Vice President of Marketing
BreakingPoint Systems
Knowledge-Driven MarketingHow BreakingPoint Increases Sales with Real-Time Insight and 360 Degree Views of Lead Behavior
Breaking Out
LEAN
STRATEGIC
CREDIBILITY
2008Listen LearnBuild
Inbound MarketingMarket Activity
Segments
Keywords
Influencers
Trends
Monitor Market Activity
Monitor, Measure & Optimize
Competition
Presence
Channels
Activities
Content
Prospects
Interests
Behavior
Participation
Internal
SMEs
Resources/Assets
Conversations
Develop and Execute Inbound Marketing Strategy
Buyer ProfilingPersona CRM
Analytics
Source: TechTarget 2009 Media Consumption Report:
Mindset of the IT Pro During the Recession
Content Preferences
0
*
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CONTENT
Content Creation
Content
Engine
Measure- Views
- Sources
- Conversion
Create- Concept
- Blog post
- Web page
Optimize- Messaging
- SEO
- Shareability
- Offers
Expand- Video
- Webinar
- Whitepaper
- Case Study
Promote- Social Media
- Aggregators
- Partners
- OutboundAnalytics
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Insights Fuel Early Deals
Marketing-
Driven Sales
Opportunities
2009AutomateOptimize
AWARENESSCREDIBILITY
Integrating Outbound
Field Sales
Appt. Setting
Newsletter
Inbound Insight
Outbound Insight
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Automation & Integration Accelerates Growth
Marketing-
Driven Sales
Opportunities
GROWTH
2010-2011Integrate
Expand
GROWTHAWARENESSCREDIBILITY
Micro-Targeting Engine
Inside Sales
Download Center
Targeted Offers
Custom Content Views
Interests
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Optimization Supports Sustained Growth
Marketing-
Driven Sales
Opportunities
2008 2009 2010 2011
Budget
600+% Marketing ROI
Knowledge-Driven Marketing Optimal Use of
• Targeted inbound + outbound flows
• Nimble, integrated marketing programs
• Clear, measurable ROI• Track and optimize marketing contribution
• Increase pipeline velocity
• Reduce costs with better use of budget and greater productivity
• Sales and Partner collaboration
• Cohesive brand experiences across media
Q&A
Questions and Answers
How to Submit Questions
1. Submit questions using the chat box located on the left-hand side of your screen.
2. Submit questions via Twitter by referencing the hash tag #aoweb
Additional Questions?
Contact Pam on Twitter at: @poneal
Visit www.actonsoftware.com or call (877) 530-1555
General AMA Questions can be sent to: [email protected]
Thank You for your Participation!
Additional Questions?
Contact Pam on Twitter at: @poneal
Visit www.actonsoftware.com or call (877) 530-1555
General AMA Questions can be sent to: [email protected]
Recording
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Presentation
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