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Email to Lead in 10 days - Tips from BrightTALK
 

Email to Lead in 10 days - Tips from BrightTALK

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Learn tips from BrightTALK marketer Kathryn Kilner for using email to distribute content, capturing the response and using that information to qualify leads.

Learn tips from BrightTALK marketer Kathryn Kilner for using email to distribute content, capturing the response and using that information to qualify leads.

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  • Standard opening, however I will open and cover all housekeeping. You are the special guest.
  • “Qualified” lead is subjective. May want to voiceover the idea of generating a marketing qualified lead (MQL) using online events/content. These leads are ready to enter marketing campaigns designed to produce a sales-qualified lead (SQL).

Email to Lead in 10 days - Tips from BrightTALK Email to Lead in 10 days - Tips from BrightTALK Presentation Transcript

  • Email to Lead in 10 Days
  • 2
    Host
    PROGRAM
    BrightTALK™
    ONLINE EVENTS ACADEMY
    @brighttalk
    David Pitta
    Demand Generation Marketing Manager
    @davepitta
    Presenter
    Kathryn Kilner
    Marketing Manager
    @kkilner
    Online Events Academy
    #OEAevent
  • Execute a live online event that generates qualified leads in 10 days
    3
    Objective
  • Leverage existing databases
    • Standardize data
    • Tag data by source
    • Keep data clean
    Day 1: Source database
    4
  • Leverage data rental and purchase
    • Evaluate provider’s database building techniques
    • Estimate cost range from 10 to 50 cents per record
    • Expect bounce rates of 25% from most providers
    Day 1: Source database
    5
  • Leverage partnerships
    • Initiate lead sharing agreement
    • Align dual email marketing efforts
    • Coordinate dual post event campaigns
    Day 1: Source database
    6
  • Segmentation strategy
    Cold data
    • Industry
    • Job title/function
    • Company size/revenue
    • Geography
    Day 2: Segment database
    7
  • Segmentation strategy
    Warm data
    • Based on recipient actions (opens/clicks)
    • Progressive content drip based on consumption
    Day 2: Segment database
    8
  • Day 3: Create assets
    9
  • Source: BrightTALK™ data
    Day 3: Create assets
    10
  • Source: BrightTALK™ data
    Day 3: Create assets
    11
  • Source: BrightTALK™ data
    Day 3: Create assets
    12
  • 13
    Branding
    Keyword-rich text
    Site navigation & related content assets
    Call-to-action buttons
    Event player available for
    live & on-demand viewing
    Social profiles
    Background
    Analytics
    & marketing automation tracking
    Keyword-rich text
    Day 3: Create assets
  • Day 4: Execute email campaign
    14
  • Day 4: Execute email campaign
    15
  • Day 4: Execute email campaign
    16
  • 17
    Issue
    Context
    Value
    Action
    Action
    Action
    Day 4: Execute email campaign
  • Be diligent
    Federal Trade Commission rules
    • Be honest in header information
    • Reflect content of email in subject lines
    • Identify the message as an ad
    • Include physical street address
    • Provide obvious way for recipients to opt out of receiving future emails
    • Honor all opt-out requests immediately
    • Monitor what others are doing on your behalf
    Source: http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
    Day 4: Execute email campaign
    18
  • Online event lead scoring methodology
    Demographic scoring
    Behavioral scoring
    Name:
    Company:
    Title:
    Phone:
    Email:
    Level:
    Company size:
    Industry:
    Country:
    State:
    Zip:
    Objective:
    Originating URL:
    John Smith
    Virtualized
    Data Center Manager
    415-555-1234
    jsmith@virtualized.com
    Director
    2500-5000
    High tech
    USA
    CA
    94105
    Lead generation
    http://events.partner.com
    Viewing data:
    Enterprise Cloud Solutions: Focus on Flexibility Live 25:30
    Virtualized Data Center Roundtable Recorded 38:20
    Questions asked:
    What do you see as the future of the cloud? Private and internal or public/external?
    What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?
    Vote:
    Are you considering a Cloud Services Initiative?
    Answer:
    Yes, currently in planning stage
    Feedback:
    Great presentation!
    Rating
    4 / 5
    Interactivity: 15%
    5 points for participating
    1-5 based on answer
    Consumption: 15%
    Extra points for viewing multiple
    events and above average duration
    Demographics: 50%
    Meets target geo, industry,
    and company size and BANT questions
    Sentiment : 10%
    1 point per star
    5 points for feedback
    Engagement: 10%
    10 points for question
    C
    A
    D
    B
    D
    A
    B
    A
    C
    D
    B
    A
    C
    B
    A
    A
    D
    C
    Day 5: Plan post event campaign
    19
  • Create compelling slides
    • Develop a theme
    • Follow brand guidelines
    • Use consistent font and font size
    • Align text
    • Proofread
    Day 6: Review presentation
    20
  • Day 7: Host practice webcast
    21
    Practice, practice, practice
    • Know user interface
    • Check voice quality
    • Understand question tool
    • Set up polls
    • Review event pace
  • Source: BrightTALK™ data
    Day 8: Execute 24 hour email
    22
  • Live event day
    • Prepare the room
    • Prepare yourself
    • Tell a good story
    • Enjoy
    Day 9: Host live event
    23
  • 24
    Launch post event campaign
    Asset
    Asset
    email
    invitation
    asset
    transition
    sales
    call-to-action
    Asset
    Asset
    Asset
    Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque mollis vestibulum velit sit amet iaculis. Quisque sed nulla eget nisi vestibulum sollicitudin eu ac dui.
    Nulla facilisi. Nunc eget quam turpis, vel ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec varius
    Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque mollis vestibulum velit sit amet iaculis. Quisque sed nulla eget nisi vestibulum sollicitudin eu ac dui.
    Nulla facilisi. Nunc eget quam turpis, vel ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec varius
    Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque mollis vestibulum velit sit amet iaculis. Quisque sed nulla eget nisi vestibulum sollicitudin eu ac dui.
    Nulla facilisi. Nunc eget quam turpis, vel ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec varius
    TIMING
    TIMING
    Day 10: Launch campaign
  • DAY 1Source database
    DAY 2Segment database
    DAY 3 Create assets
    DAY 4Execute email campaign
    DAY 5Plan post event campaign
    DAY 6Review presentation
    DAY 7Host practice webcast
    DAY 8Execute 24 hour email
    DAY 9Host live event
    DAY 10 Launch (post event) campaign
    Summary
    25
  • 26
    Questions
  • 27