Independent Global Research Firm Study Yields the Marketing Strategies, Processes & Activities That Differentiate Top-Performing SMBs From Bottom-Performing
BEAVERTON, OR–(Marketwire – Nov 15, 2012) – Act-On Software, a leading provider of cloud-based integrated marketing automation software, today announced the availability of “The Seven Marketing Habits of Today’s Highly Successful SMBs,” a white paper published by Act-On Software. In a November 2012 Forrester Consulting study commissioned by Act-On, entitled “Driving SMB Revenue in a Tough Economy,” decision makers from 208 companies were asked to share their perceptions about a multitude of activities, including online marketing, business planning and programs, organization and process, and technologies used to support online customer acquisition.
The results of the study paint an interesting and informative picture of the top-performing SMBs. Seven key factors emerged from the results that help us to understand why some SMBs are succeeding while others continue to struggle.
The following seven habits are those that have been widely adopted by top performers:
1. An emphasis on online over offline marketing strategies;
2. A focus on new business leads and customer lifetime value over customer acquisition cost savings;
3. The execution of highly-optimized, multi-channel campaigns leveraging email, web and social media;
4. Nurturing leads carefully until the time is right rather than trying to sell from the get-go;
5. Collecting the metrics that matter and measuring results in order to iterate and improve;
6. Increasing collaboration between sales and marketing, made easier through quantifiable measures of success;
7. Maintaining — or even increasing — marketing budgets during a difficult economy in order to increase business momentum, seize new opportunities, and gain the competitive advantage.
To access the complete white paper, “The Seven Marketing Habits of Today’s Highly Successful SMBs,” please visit: www.act-on.com/drive
“Everyone agrees that small and mid-sized businesses are the engine behind the world economy and essential to our climb out of this recession,” said Atri Chatterjee, CMO of Act-On Software. “Our study with Forrester Consulting gave us an enlightened view into the marketing and sales tactics used by companies and the contrasts between the top performers and the bottom performers. These seven habits, if adopted diligently, will help the SMB engine propel our economy even faster.”
Companies of all sizes turn to Act-On to execute multi-channel, online demand generation and lead nurturing campaigns by automating critical marketing tasks and providing rich analytics and reports in real time. Act-On’s over 1,200 customers range in size from small and mid-sized businesses to small marketing teams within larger companies across all major industry verticals such as technology, manufacturing, healthcare and finance. To learn more, please visit www.act-on.com.
Act-On Software’s cloud-based marketing automation platform is the foundation of successful marketing campaigns everywhere — from small, simple and direct, to complex globally implemented programs. Act-On’s technology features an Instant-On™ database for accelerated campaign implementation; an easy, highly intuitive user interface; and a comprehensive, feature-rich solution set. This includes a best-in-class email engine with one-click integration to leading web conferencing and CRM solutions; tools for website visitor tracking, lead scoring, lead nurturing and social media prospecting; design tools for web forms, landing pages and emails; and more. Act-On is headquartered in Beaverton, Oregon, with offices in Roseville and Menlo Park, California, and Bangalore, India.
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