Eloqua Experience 2013 is only weeks away and we’d like to invite you to a special online event previewing some of the hottest topics that will be addressed at this year’s event. Join us for a uniquely formatted pre-Eloqua Experience session featuring 6 ways to share and 6 ways to learn. The unique interactive format will allow you to: Help drive the conversation with real-time polling to benchmark business impacts, Hear expert panelists analyze current and future trends, and Compare innovations eMarketers are finding and using get breakthrough ROI. This online event is a great way to connect with and share eMarketing challenges, impacts, trends and success stories. The panel will include top executives addressing the key topic areas at Eloqua Experience 2013, such as targeting, engagement, alignment, analytics and social media. Register to gain insights from this esteemed panel, which includes: Jim Hooker – CEO, Televerde Bob Riazzi – CEO, ReachForce Jim Burns – CEO, Avitage Aaron Biddar – CEO, Social 123 Bill Leake – CEO, Apogee Results Steve Gershik – VP, Identified

1. Presented by
Are You Experienced?
#ModernMKTR
Sponsored by
Look At The Hot Topics
Impacting A Modern Marketer

2. Welcome Webinar Attendees

3. Follow this webinar on Twitter
#ModernMKTR
Demand Gen Report: @DG_Report
Televerde: @Televerde

4. About Demand Gen Report
• Launched in 2007 to track best
practices in lead generation
• Newsletter has grown to more
than 26,000 readers
• We also offer a menu of research
and best practices reports
• New audio/video podcasts at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

5. Are you Experienced?
Look at the hot topics impacting a
Modern Marketer.

6. Moderators
Bryan EhrenfreundKim Zimmermann
Kim is Managing Editor of its online
publications, including Demand Gen
Report, Retail TouchPoints and Channel
Marketer Report.
Kim has been a business journalist and
editor for more than 25 years, with
extensive experience covering the retail
and technology industries.
Bryan serves as Vice President of Digital
Strategies for Televerde.
With more than 20 years of experience
in B2B high-tech sales, marketing and
operations management, Bryan has held
positions with eNeighborhoods,
Continental Promotion Group, AT&T
Wireless and Xerox Corporation.

7. Introduction of Panelists
Steve Gershik
Identified
Jim Hooker
Televerde
Bob Riazzi
ReachForce
Jim Burns
Avitage
Aaron Biddar
Social123
Bill Leake
Apogee Results

8. Today’s Agenda
Hot Topics Impacting Marketers:
• Engagement
• Alignment
• Targeting
• Analytics
• Marketing Technology
• Social

9. What is Engagement
Attention
Interactions over time
Relationship
“Customers will contact a Sales rep when
they independently completed about
60% of the purchasing decision process.”
CEB http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/

10. Where Marketers Prioritize Engagement
Source: Ardath Albee, http://marketinginteractions.typepad.com/marketing_interactions/2013/09/are-
marketing-priorities-out-of-whack.html

11. Content Relevance & Coverage
S T O R Y
Audience
Roles
Stages of
Buying/
Selling
Process
Competitive
Options
Industry
Differences
Specific
Needs and
Issues
Different
Purposes
3 Roles x 3 Issues x 3 Stages x 3 Verticals x 3 Touches =
243 versions
Relevance, Use Case Coverage and Formats have
huge Scale and Cost implications

12. Sales and Marketing Relationship Map
Outstanding
Very Satisfactory
Satisfactory
Average
Not Satisfactory
Poor
Horrible
1
1 2
2
3
3
4
4
5 5
6
6
7
7 8 8
9 9
10
10
1. Lead Quantity
2. Lead Quality
3. Collateral Quality
4. Messaging
5. Lead Distribution
6. Responsiveness
7. Time spent in field
8. Available References/Case Studies
9. Understanding of the customer
10. Service
Expected Result
Actual Result

13. Targeting: Key to 1:1 Engagement
“1:1 engagement relies on our ability to target! However, our targeting
suffers from incomplete, inaccurate or out-of-date data, resulting in
poorly aligned messages, content and calls to action, and we waste marketing
spend and miss sales opportunities”.
Targeting Checklist
 Market Scope – describes the geographic scope of your market
 Firmographics – answers “who” questions
 Product Usage – answers “how much” questions
 Persona, Benefits Desired and Behavior – answers “why” and “how” questions

14. Analytics for Revenue Performance
The elephant
in the room
Single Truth
Tactics of
Measurement
Full View
KPI
Measurement
Balancing Act

15. Marketing Technology
• Simplicity rules in a complex world.
• The wrong message, to the right person is still the wrong
message.
• The technology and data exist to market effectively,
efficiently and to the point.
• The best tools are worthless without the right person/team
• You can’t spell “ROI” without the “I”
Perfect Prospect Perfect Message Happy Marketer

16. Not Just Top of Funnel

17. IMPRESSION VISITO
R
WEB FORM
• Just as different keywords require different ad copy (because different
keywords denote different stages in the “sale” from impression to website
visitation
• So different types of keywords require different landing pages, as there is a
whole new “close” that needs to take place to get from visitation to web
inquiry …. And from web inquiry to SQL
POST WEB
MicroConversions Abound

18. Here as Well … (post Web)
Inquiries
Marketing Qualified
Leads (MQL)
Sales Accepted Leads
(SAL)
Sales Qualified
Leads (SQL)
Closed/Deals

19. Where Marketers Prioritize Social Media
Source: Ardath Albee, http://marketinginteractions.typepad.com/marketing_interactions/2013/09/are-
marketing-priorities-out-of-whack.html
Top Priorities Lagging Priorities
1. Lead Generation 6. Customer Engagement
2. Brand Awareness 7. Social Media
3. Customer Retention 8. Personalization
4. Content Strategy 9. Web Traffic
5. Lead Nurturing 10 Sales Enablement

20. Q&A
Submit via chat box

21. Follow Our Panelists
Steve Gershik
@sgersh
Jim Hooker
@televerde
Bob Riazzi
@ReachForce
Jim Burns
@salesvpi
Aaron Biddar
@AaronBiddar
Bill Leake
@Marketing_Bill

22. More Information
http://www.televerde.com/blog/
https://twitter.com/televerde
http://www.linkedin.com/company/televerde

23. Thank You For Attending This Webinar!
View this presentation on-demand at:
http://dg-r.co/modernmktr