MN AMA 2010 Conquering Chaos Conference Breakout Session Presentation "B2B New Marketing Climate" by Scott Litman, CEO, Magnet 360

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@scottmagnet
November 8, 2010
New marketing climate

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What Is Magnet 360?
‣ A collaborative agency network offering access to experts and industry leaders in all facets of
marketing through one strategic contact

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450+ Professionals.
30+ Disciplines.
One partner.

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MAGNET 360
MARKETING ECOSYSTEM

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B2B? B2C? B2B2C?

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SEARCH ATTRACTS

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8

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Groupon
Media Marketers Get Paid For

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Social Media
Insights, understanding & leveraging your target audience

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Why look to social media for
audience insights?

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Why look to social media for
audience insights?

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What can we learn?
‣ What is important to your target audience
‣ How they are already utilizing social media in relation to your
products, brand and category
‣ Where they are congregating online
‣ What is driving their conversations
‣ How these conversations differ by social channel
‣ What their unmet needs/wants/challenges are
‣ Who the influencers are

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Example

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Flickr has over 16,000
groups related to fishing
—more than Facebook.
The top 30 groups have
over 20,000 members
YouTube has over 6,000
fishing channels, with an
estimated 75,000-200,000
total subscribers. Over
158,000 playlists with
millions of views, and a
total of more than 480,000
fishing videos
Landscape Analysis

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Landscape Analysis
Fishing Content By Social Channel

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Social Media Activity by Month
Insight: Participation in social media for avid anglers
drops dramatically during fishing season.
Member Base Social Profiling

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Friend Analysis
Member Base Social Profiling
Number of Friends
% Members

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Enagement
The best media efforts fail without engagement that follows through

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Nurturing
Starts with email marketing

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Nurturing
Lets help our best leads perform

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Most organizations are very capable of managing
the end of their sales funnel
SALES READY
CLOSE
Managing the Funnel

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Who They Are?
What Company?
How Often?
From Where?
KNOWN PROSPECTS
Managing the Funnel

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UNKNOWN PROSPECTS
Managing the Funnel

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UNKNOWN
KNOWN
SALES READY
CLOSED
MARKETING
AUTOMATION
Managing the Funnel

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Technology Adoption
Innovators
Early
Adopters
Early Majority
Late Majority
Laggards
Marketing Automation
Technology Adoption -
3-5%

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Lead Nurturing
It takes SIX to NINE months
before a lead agrees to a first
meeting.
-Sirius Decisions
Do you need lead nurturing for prospects that aren t quite ready to purchase?

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How we capture lead data :
Lead Scoring
Companies that get lead scoring
right have a 192% higher average
lead qualification rate then those that
do not.
-Aberdeen
How would your sales team think
of you if they actually liked the
leads you sent them?
Forms, surveys and registrations
Scoring based on explicit info,
activity, and behavior
Route only high scoring leads to
sales
Unqualified/cold leads get routed
to nurturing programs

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Scoring Process
Lead
Send to CRM for Sales Team
Follow-up
Send to Nurturing Program
Send to Inside Sales

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Lead Nurturing Planning
Interest
Learn
Evaluate
Justify
Purchase
Search Begins
Solutions Identified
Solutions Evaluated
Against Needs
Short List
Assembled
Selection Made
Questions
Experience
Content
1. Who are the suppliers for
my need?What s the scope
of potential achievement?
Where do I stand?How can I
easily find out more?
1. What do they offer?Are their
customers achieving
success?Do they fit my need?
How can I easily evaluate/
demo?
1. Do they meet my expectations?What do
analysts say, are they a leader?Is
Company viable?How do they compare?
Why should I choose?What s the cost?
1. Leading, solid product/
company?Recommended by
customers and analysts?Meets
or exceeds my need?Can afford
to buy & implement?
1. How can I easily purchase?Can I
purchase via Web site?Who can I
call?Do they have a partner in
my area?Why buy now?
1. eMail &
WebSeminarsPodcasts
eMail & WebPodcasts/
SeminarsTM Calls
1. eMail & WebTM CallsSales
CallsSeminars
1. eMail & WebCustomer, analyst
referencesSales calls
1. eMail & WebTM & Sales
CallsPartners
1. Industry white
papersCompany product
white papersCustomer
storiesAssessment
testsPress releases
1. Company white
paperSeminar presentation
product spec
sheetsCustomer storiesFlash
demoInd/analyst
reportsEducational tips
1. Features/benefitsGartner
wuadrantFin. press
releasesCompetitive & Cost
ComparisonsProduct
awardsSeminar presentation
1. Product customer reference
siteProduct AwardsCustomer
storiesPress releasesSeminar
presentation
1. 1800#
providedCompany.com
productE-Shop
productPartner locator?
Promotions or deals?

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Let Sales Do What They Do Best

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CONTINUOUS OPTIMIZATION

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Which headline, image or content is best?

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Optimization leads to better results

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ANalytics
Too much data, too little insight

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Data is good, Insights are better

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Dashboards Are A Great Fit For Organizations That
• Have multiple brands/websites/locations
- Dashboards make it simple to roll-up data, create custom groups,
benchmark across brands, aggregate results and drill down
• Use a variety of online campaigns/media that create
data in multiple places
- Dashboards provide integrated view of campaign performance: PPC,
SEO, Email, Display, Social, Website, CRM, Direct Mail
• Have business critical data in a variety of different
systems
- It is possible to quickly and cost-effectively create the right integrated
views of important data

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Integrated, Interactive Dashboards and KPI Development
- Integrate data from all sites and campaigns into one easy-to-use dashboard
- Create one interface for multiple internal audiences
- C-level view with drill downs into deeper detail for managers and analysts to
view
- Users can create what-if scenarios and forecast future results based on current
performance
- Big time savings: easy-to-use interfaces make analysis much faster than using
multiple analytics tools
- Consulting services provided to define KPI s and benchmarks
- Customized, designed, and launched in 6-8 weeks—minimal IT involvement
needed

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@scottmagnet
Thank You