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DemandGen EMEA: Marketing Automation Webcast#5

Case Study: Using Rich Media Marketing to Generate Revenue Oct 12th 2011/ 1PM/2PM CET

Cliff Pollan CEO, Visible Gains

John Sweeney Customer Success Director DemandGen UK

Using Rich Media Marketing to Generate Revenue


What is Rich Media Marketing (RMM) Why sales and marketing need RMM tools. How they support the buyers journey. How RMM is used in B2B sales and marketing. Getting Started Integrating RMM with Marketing Automation and CRM Systems.

Who are DemandGen?


Lead Management, Marketing Automation and Demand Generation know-how

John Sweeney Customer Success Director DemandGen UK

John.sweeney@demandgen.com DDI: +44 207 096 1835 www.demandgen.co.uk L B2B Marketing Automation UK

#363 in Inc. Magazines 30th (2011) Annual Fastest Growing Private Companies

Todays Guest

Cliff Pollan CEO & Co-Founder VisibleGains, Inc. www.visiblegains.com cpollan@visiblegains.com +1 781.350.3416

Question 1: What is Rich Media Marketing?

Rich Media Marketing


Any type of media that offers an enhanced experience relative to older, mainstream formats.

http://www.marketingterms.com/dictionary/rich_media/

Its all about the experience

Photo by gothopotam

Question 2: Why do Sales need these Tools?

Why?
Todays prospects are crazy-busy people. Capturing & keeping their attention requires Herculean efforts

Jill Konrath Author, Evangelist

One to One communication

% of audience using each learning method


43.5%

29.8%

31.8%

17.3%

Written Language Learner

Visual Learner

Audio Learner

Tactile Learner
Source: Suzanne C. Miller

Rich Media

67% - 100%

Study by Suzanne C. Miller

The Buying Cycle (Sirius Decisions)


1. Loosening of the Status Quo 2. Committing to Change

Early Stage

3. Exploring Possible Solution

Middle Stage
4. Committing to a Solution

5. Justifying the Decision

Late Stage

6. Make a Selection

Online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle.

- Video Marketing Benchmark 2009

Why for email

200% - 300%

Why for web

53x

Reasons (example)

=
163 Views

How is Rich Media Marketing used in B2B Sales & Marketing?

Right Content Right Time Right People


LANDING PAGES & BLOG

ENGAGE
Promote Content Expand A Webinar Post A Topic

WEBSITE

NURTURE
Provide An Overview Demo An Offering Share A Testimonial

SALES PROCESS

CLOSE
Make A Connection Page 22 Send Follow-Ups Submit A Proposal

Results Building Engines

Click-Thru Rate 2x Baseline

Sign-Ups 4x Baseline

Engagement 65% Highly Interested

Results - Timetrade

Stakeholders Engaged From 1 Email 10

Time to First Meeting

Time to Closed Deal

10 Days

90 Days

Case Study: Getting A Trial User To Convert


Creates Engagement Earlier in the Funnel Educates and accelerates prospects Personalizes communication with the Inside Sales team of 12 people

Example: Converting A Trial


Click Here To Watch An Example

Copyright 2012 - VisibleGains, Inc.

Success Metrics Free Trial Follow-Up


Actions Taken

Stakeholders Engaged* 78 %
*BASIS: 101 Video Landing Page Views between May 1 and June 1
Copyright 2012 - VisibleGains, Inc.

Case Study: Submit A Proposal


Business Industry Position Why Schwartz is Good For Your Business

Core Elements Voiceover PPT Pitch Meet The Team Unique Differentiators Case Studies

Case Studies Introduction Meet The Team

Personal Thank You And Contact

Copyright 2012 - VisibleGains, Inc.

Case Study: Schwartz Doubles Close Rate 2X


More Effective
Than Using Text Documents or Power Points To Close The Deal

Testimonial: Schwartz on Video Proposals


Click Here To Watch An Example

Copyright 2012 - VisibleGains, Inc.

Q3: How to get Started

Make it interesting

Get Started - VisibleGains Top Tips


Do something simple Tip #1 Tip #2 Tip #3

INTERVIEW CLIP

VOICE-OVER DIAGRAM(S)

CAPTURE SCREENCAST

Personalization
Is important

Being Personal Buyer Led


Key Results:
Re-usable way to make a personal connection with prospects Can be used to qualify in advance of a discussion Supports directly booking a meeting for those prospects that are ready for the next step

Example: Sales Follow Up


http://apps.vg/v/4dc9f51feaeac0119f0000af/

Integrating with Marketing Automation and CRM

Summary
Why sales and marketing need RMM tools. How they support the buyers journey. How RMM is used in B2B sales and marketing. Getting Started Integrating RMM with Marketing Automation and CRM Systems

Getting Started Free Resources


Send email to Cliff@VisibleGains.com
Subject line DemandGen

7 Tips for Connecting 1 to 1 Free account for creating personal pages

Questions

Where to Find Us?

Cliff Pollan CEO & Co-Founder VisibleGains, Inc. www.visiblegains.com cpollan@visiblegains.com +1 781.350.3416

John Sweeney Customer Success DemandGen UK www.demandgen.co.uk John.sweeney@demandgen.com +44 (0) 207 096 1835 B2B Marketing Automation Guide UK