1. 7 Marketing Habits of Today’s
Highly Successful SMBs
www.act-on.com | @ActOnSoftware | #ActOnSW

2. Welcome! Thanks for joining us today.
Jeff Linton
Act-On Software
Sr. Manager, Product & Field Marketing
jeff.linton@act-on.com | @jeffreylinton
www.act-on.com | @ActOnSoftware | #ActOnSW

3. Agenda
• Background
• 7 Marketing Habits
• Next Steps
www.act-on.com | @ActOnSoftware | #ActOnSW

4. 7 Marketing Habits – Survey
Study of SMBs
Survey Objectives and
Goals
SMB Decision Makers
RESULTS 7 Marketing Habits help successful SMBs grow beyond expectations
www.act-on.com | @ActOnSoftware | #ActOnSW

5. Online vs. Offline
Bottom Performers Seek Security
• Spend on direct mail and print
• 68% perceive online marketing is
equal to offline and
• Online “inappropriate” for their
brand
• Not focused on current/following
quarters
www.act-on.com | @ActOnSoftware | #ActOnSW

6. 1. Emphasize Online vs. Offline Strategies
Online Marketing is the Game Changer
• 32% reach more audiences and
compete more effectively
• 71% choose the marketing
automation online approach
• Use robust reporting and analytics
to optimize campaign efforts
RESULTS Top Performers reach more audiences and compete more broadly
www.act-on.com | @ActOnSoftware | #ActOnSW

7. Cost Cutting
Bottom Performers focus on cost cutting
• Decrease customer acquisition costs
• Maximize impact of marketing budget
• Over-emphasis on reducing key
marketing efforts
• Improve competitiveness and move
focus from funnel
www.act-on.com | @ActOnSoftware | #ActOnSW

8. 2. Focus on new business leads and
lifetime value over acquisition costs
Focus more on getting new customers
• Improve funnel performance
and customer LTV
• Align marketing and sales
and urge collaboration
• Measure effectiveness of
each individual campaign, fine-tune
RESULTS Top Performers improve the lead funnel to effectively attract and convert
www.act-on.com | @ActOnSoftware | #ActOnSW

9. Social Media
Bottom Performers unsure if Social Media works
• 1 in 3 SMBs report SM is
either not working or do not
know if it is working for them
• Uncertain of click-through
rates from new customers
• No insight on real-time multi-
channel optimization
www.act-on.com | @ActOnSoftware | #ActOnSW

10. 3. Execute highly optimized, multi-channel
campaigns
Combination of online marketing tactics
• Utilize email, web, and
social media programs
repeatedly
• Engage with prospects
via multiple touch points
• Reach targeted
customers that subscribe
to select venues
RESULTS Top Performers develop a process for real-time multi-channel optimization
www.act-on.com | @ActOnSoftware | #ActOnSW

11. Lead Nurturing
Bottom Performers pass off leads much earlier
• 43% pass off leads in less
than 1 month
• 25% hold onto leads for
more than 3 months
• Prospects pushed
through funnel pre-
maturely or too late
www.act-on.com | @ActOnSoftware | #ActOnSW

12. 4. Nurture leads carefully, until
the time is right
>50% of Top Performers nurture leads 1 to 3 months
• Nurture before passing them
on to sales
• Cultivate leads and provide
information needed to
evaluate product/service
• Prospects demonstrate key
indicators prior to
reaching sales
RESULTS Top Performers properly cultivate leads prior to passing them off to sales
www.act-on.com | @ActOnSoftware | #ActOnSW

13. Metrics
44% of The Bottom are not measuring anything
• Don’t measure and make
uneducated guesses
• Unable to quantify print
advertising campaigns
• Resort to reactive tactics leading
to no recipe for success
• Uncertain who is visiting their web site
www.act-on.com | @ActOnSoftware | #ActOnSW

14. 5. Collect the metrics that matter
Analyze virtually everything
• Cost per lead and qualified
lead
• Time period of qualified lead
and cost per new customer
• Track and measure real-time
results for actionable
campaign adjustments
RESULTS Top Performers analyze real-time results to optimize campaign performance
www.act-on.com | @ActOnSoftware | #ActOnSW

15. Collaboration
Bottom Performers tend to create silos
• Less likely for sales and marketing teams
to collaborate
• Definition and execution of marketing
efforts are not coordinated
• Sales and marketing deliver on
separate efforts
• Customer insights gained are not shared
www.act-on.com | @ActOnSoftware | #ActOnSW

16. 6. Urge increased collaboration between
sales and marketing
Sales and Marketing teams collaborate
• Set revenue targets, goals and lead
qualification criteria
• Create cross-team communication
• Use shared, real-time intelligence
• Manage sales leads based on behavior
RESULTS Top Performers collaborate and share real-time metrics between sales & marketing
www.act-on.com | @ActOnSoftware | #ActOnSW

17. Cut and Reduce Costs
Bottom Performers cut and await better days
• 56% cut their marketing
budget
• Only 15% increased hiring
to take advantage of
opportunities
• Tend to decrease investments
in partnerships and channels
www.act-on.com | @ActOnSoftware | #ActOnSW

18. 7. Maintain marketing budgets during
a difficult economy
Top Performers are far less likely to reduce spending
• One-third reported a reduction
in marketing budgets
“Be fearful when others are greedy.
• One-third have increased
Be greedy when others are fearful.”
hiring to take advantage –Warren Buffet
of opportunities
• Tend to invest in software to
understand precise value of
marketing activities
RESULTS Top Performers run more campaigns with fewer resources
www.act-on.com | @ActOnSoftware | #ActOnSW

19. Review – 7 Marketing Habits
1. Emphasize online over offline marketing strategies
2. Focus on new business leads and lifetime value over
acquisition costs
3. Execute highly optimized, multi-channel campaigns
4. Nurture leads carefully, until the time is right
5. Collect the metrics that matter
6. Urge increased collaboration between sales and marketing
7. Maintain marketing budgets during a difficult economy
www.act-on.com | @ActOnSoftware | #ActOnSW

20. For More Information….
For more information on the eBook
7 Marketing Habits of Highly Effective SMBs
visit:
www.act-on.com/DRIVE
www.act-on.com | @ActOnSoftware | #ActOnSW