How to Generate Revenue from Rich Media Marketing
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Slides from webcast I did with Cliff Pollan, CEO Visible Gains on Generating Revenue for Rich Media Marketing and Marketing Automation
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How to Generate Revenue from Rich Media Marketing
- 1. DemandGen EMEA: Marketing Automation Webcast#5 Case Study: Using Rich Media Marketing to Generate Revenue Oct 12th 2011/ 1PM/2PM CET John Sweeney Customer Success Director DemandGen UK Cliff Pollan CEO,Visible Gains
- 2. 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.
- 4. DDI: +44 207 096 1835
- 6. L “B2B Marketing Automation UK”#363 in Inc. Magazines 30th (2011) Annual “Fastest Growing Private Companies”
- 7. Today’s Guest Cliff Pollan CEO & Co-Founder VisibleGains, Inc. www.visiblegains.com cpollan@visiblegains.com +1 781.350.3416
- 8. Question 1: What is Rich Media Marketing?
- 9. Rich Media Marketing Anytype of media that offers an enhanced experience relative to older, mainstream formats. http://www.marketingterms.com/dictionary/rich_media/
- 10. It’s all about the exper”i”ence
- 12. Question 2: Why do Sales need these Tools?
- 13. Why? Today’s prospects are crazy-busy people. Capturing & keeping their attention requires Herculean efforts… Jill Konrath Author, Evangelist
- 14. One to One communication www.yourgenericsite.com
- 16. % of audience using each learning method Source: Suzanne C. Miller
- 17. Rich Media67% - 100% Study by Suzanne C. Miller
- 18. The Buying Cycle (Sirius Decisions) Early Stage Middle Stage Late Stage
- 19. 67%
- 20. “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
- 21. 200% - 300% Why for email
- 22. 53x Why for web
- 23. Reasons (example) = 163 Views
- 24. How is Rich Media Marketing used in B2B Sales & Marketing?
- 25. Right Content – Right Time – Right People LANDING PAGES & BLOG ENGAGE Promote Content Expand A Webinar Post A Topic WEBSITE NURTURE Demo An Offering Share A Testimonial Provide An Overview SALES PROCESS CLOSE Submit A Proposal Send Follow-Ups Make A Connection Page 22
- 26. Results – Building Engines Sign-Ups Click-Thru Rate Engagement 65% Highly Interested 4x Baseline 2x Baseline
- 27. Results - Timetrade Time to First Meeting Stakeholders Engaged From 1 Email Time to Closed Deal 10 10 Days 90 Days
- 29. Educates and accelerates prospects
- 30. Personalizes communication with the Inside Sales team of 12 peopleExample: Converting A Trial Click Here To Watch An Example Copyright 2012 - VisibleGains, Inc.
- 31. 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.
- 33. Meet The Team
- 35. Case StudiesBusiness Industry Position Why Schwartz is Good For Your Business Case Studies Introduction Meet The Team Personal Thank You And Contact Copyright 2012 - VisibleGains, Inc.
- 36. 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.
- 37. Q3: How to get Started
- 39. Do something simple INTERVIEW CLIP VOICE-OVER DIAGRAM(S) CAPTURE SCREENCAST Get Started - VisibleGains Top Tips Tip #2 Tip #3 Tip #1
- 42. Can be used to qualify in advance of a discussion
- 43. Supports directly booking a meeting for those prospects that are ready for the next stepExample: Sales Follow Up http://apps.vg/v/4dc9f51feaeac0119f0000af/
- 44. Integrating with Marketing Automation and CRM
- 45. Summary
- 46. 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
- 47. Questions
- 48. Where to Find Us?
Editor's Notes
- “DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems. We are the trusted advisor to the world's leading sales and marketing teams combining superior service, business process, and technology expertise.”
- Always evolving definition as new formats are introduced and old formats become part of the mainstream (or disappear).NewPersonal, Specific, Interactive, Sight, Sound, and
- Video came to the internet it could be InteractiveHard for people to understand. What were the first radio shows. - People reading the newspaper. First TV Shows – Radio announcers broadcasting their showCreate personal experience. Why matter - Trying to think about the buyer. Busy crazy people. Only have short time and want to make rich experience for them.
- What's the worst thing to do when they want more specific details from you as a sales rep? Send them to you website that looks like a supermarket. They didn't want to search and find information on B product when they were looking for product A. Don't make it harder to find the information they need.
- Video is a good learning style for the far majority. So why still text
- Prospects are 2/3rds through their research and evaluation process before they ever engage with a sales repLow Cost Customer Acquisition modelsInside Sales – Low TouchLogMeIn, Constant Contact, Salesforce.comTouchless Conversions10% of visitors do a trials and 20% convert to paidFreemiumEase of Install, Use, with clear Instruction and ProofEfficiencies / Productivity
- Joe to present this slide
- Jon - Remove words – get point across – can have 200% - 300% or some other neat way. Perhaps one small email and one much bigger. Could follow that them through . Might be too busy
- John - - Change this not to have words
- Use in all parts of the funnelGoals - Increase engagement and conversion
- Key impacts to these numbers:Size & Placement of thumbnail in emailLength of VideoStrength of Call To Action
- Key impacts to these numbers:Size & Placement of thumbnail in emailLength of VideoStrength of Call To Action
- Key impacts to these numbers:Size & Placement of thumbnail in emailLength of VideoStrength of Call To Action
- This slide may not be seen…
- Interview Clip:Frequently Asked QuestionTip or Best PracticeMeet a Team memberVoice-Over Diagram:Present slidesExplain conceptDescribe an experienceCapture ScreencastDemo a featureAnswer support questionProvide training
- CLIFF POLLAN SLIDETRANSITION: Let me hand it back over to Steve to bring it in to the home stretch…