Email to Lead in 10 Days<br />
2<br />Host<br />PROGRAM<br />BrightTALK™<br />ONLINE EVENTS ACADEMY<br />@brighttalk<br />David Pitta<br />Demand Generat...
Execute a live online event that generates qualified leads in 10 days<br />3<br />Objective<br />
Leverage existing databases<br /><ul><li>Standardize data
Tag data by source
Keep data clean</li></ul>Day 1: Source database<br />4<br />
Leverage data rental and purchase<br /><ul><li>Evaluate provider’s database building techniques
Estimate cost range from 10 to 50 cents per record
Expect bounce rates of 25% from most providers</li></ul>Day 1: Source database<br />5<br />
Leverage partnerships<br /><ul><li>Initiate lead sharing agreement
Align dual email marketing efforts
Coordinate dual post event campaigns</li></ul>Day 1: Source database<br />6<br />
Segmentation strategy<br />Cold data<br /><ul><li>Industry
Job title/function
Company size/revenue
Geography</li></ul>Day 2: Segment database<br />7<br />
Segmentation strategy<br />Warm data<br /><ul><li>Based on recipient actions (opens/clicks)
Progressive content drip based on consumption</li></ul>Day 2: Segment database<br />8<br />
Day 3: Create assets<br />9<br />
Source: BrightTALK™ data<br />Day 3: Create assets<br />10<br />
Source: BrightTALK™ data<br />Day 3: Create assets<br />11<br />
Source: BrightTALK™ data<br />Day 3: Create assets<br />12<br />
13<br />Branding<br />Keyword-rich text<br />Site navigation & related content assets<br />Call-to-action buttons<br />Eve...
Day 4: Execute email campaign<br />14<br />
Day 4: Execute email campaign<br />15<br />
Day 4: Execute email campaign<br />16<br />
17<br />Issue<br />Context<br />Value<br />Action<br />Action<br />Action<br />Day 4: Execute email campaign<br />
Upcoming SlideShare
Loading in …5
×

Email to Lead in 10 days - Tips from BrightTALK

692 views
650 views

Published on

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

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
692
On SlideShare
0
From Embeds
0
Number of Embeds
18
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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

    1. 1. Email to Lead in 10 Days<br />
    2. 2. 2<br />Host<br />PROGRAM<br />BrightTALK™<br />ONLINE EVENTS ACADEMY<br />@brighttalk<br />David Pitta<br />Demand Generation Marketing Manager<br />@davepitta<br />Presenter<br />Kathryn Kilner<br />Marketing Manager<br />@kkilner<br />Online Events Academy<br />#OEAevent<br />
    3. 3. Execute a live online event that generates qualified leads in 10 days<br />3<br />Objective<br />
    4. 4. Leverage existing databases<br /><ul><li>Standardize data
    5. 5. Tag data by source
    6. 6. Keep data clean</li></ul>Day 1: Source database<br />4<br />
    7. 7. Leverage data rental and purchase<br /><ul><li>Evaluate provider’s database building techniques
    8. 8. Estimate cost range from 10 to 50 cents per record
    9. 9. Expect bounce rates of 25% from most providers</li></ul>Day 1: Source database<br />5<br />
    10. 10. Leverage partnerships<br /><ul><li>Initiate lead sharing agreement
    11. 11. Align dual email marketing efforts
    12. 12. Coordinate dual post event campaigns</li></ul>Day 1: Source database<br />6<br />
    13. 13. Segmentation strategy<br />Cold data<br /><ul><li>Industry
    14. 14. Job title/function
    15. 15. Company size/revenue
    16. 16. Geography</li></ul>Day 2: Segment database<br />7<br />
    17. 17. Segmentation strategy<br />Warm data<br /><ul><li>Based on recipient actions (opens/clicks)
    18. 18. Progressive content drip based on consumption</li></ul>Day 2: Segment database<br />8<br />
    19. 19. Day 3: Create assets<br />9<br />
    20. 20. Source: BrightTALK™ data<br />Day 3: Create assets<br />10<br />
    21. 21. Source: BrightTALK™ data<br />Day 3: Create assets<br />11<br />
    22. 22. Source: BrightTALK™ data<br />Day 3: Create assets<br />12<br />
    23. 23. 13<br />Branding<br />Keyword-rich text<br />Site navigation & related content assets<br />Call-to-action buttons<br />Event player available for<br />live & on-demand viewing<br />Social profiles<br />Background<br />Analytics <br />& marketing automation tracking<br />Keyword-rich text<br />Day 3: Create assets<br />
    24. 24. Day 4: Execute email campaign<br />14<br />
    25. 25. Day 4: Execute email campaign<br />15<br />
    26. 26. Day 4: Execute email campaign<br />16<br />
    27. 27. 17<br />Issue<br />Context<br />Value<br />Action<br />Action<br />Action<br />Day 4: Execute email campaign<br />
    28. 28. Be diligent<br />Federal Trade Commission rules<br /><ul><li>Be honest in header information
    29. 29. Reflect content of email in subject lines
    30. 30. Identify the message as an ad
    31. 31. Include physical street address
    32. 32. Provide obvious way for recipients to opt out of receiving future emails
    33. 33. Honor all opt-out requests immediately
    34. 34. Monitor what others are doing on your behalf</li></ul>Source: http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business<br />Day 4: Execute email campaign<br />18<br />
    35. 35. Online event lead scoring methodology<br />Demographic scoring<br />Behavioral scoring<br />Name:<br />Company: <br />Title:<br />Phone:<br />Email:<br />Level:<br />Company size:<br />Industry:<br />Country:<br />State:<br />Zip:<br />Objective:<br />Originating URL:<br />John Smith<br />Virtualized<br />Data Center Manager<br />415-555-1234<br />jsmith@virtualized.com<br />Director<br />2500-5000<br />High tech<br />USA<br />CA<br />94105<br />Lead generation<br />http://events.partner.com<br />Viewing data:<br />Enterprise Cloud Solutions: Focus on Flexibility Live 25:30<br />Virtualized Data Center Roundtable Recorded 38:20<br />Questions asked:<br />What do you see as the future of the cloud? Private and internal or public/external?<br />What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?<br />Vote:<br />Are you considering a Cloud Services Initiative?<br />Answer:<br />Yes, currently in planning stage<br />Feedback:<br />Great presentation!<br />Rating<br />4 / 5<br />Interactivity: 15%<br />5 points for participating<br />1-5 based on answer<br />Consumption: 15%<br />Extra points for viewing multiple<br />events and above average duration<br />Demographics: 50%<br />Meets target geo, industry, <br />and company size and BANT questions<br />Sentiment : 10%<br />1 point per star<br />5 points for feedback<br />Engagement: 10%<br />10 points for question<br />C<br />A<br />D<br />B<br />D<br />A<br />B<br />A<br />C<br />D<br />B<br />A<br />C<br />B<br />A<br />A<br />D<br />C<br />Day 5: Plan post event campaign<br />19<br />
    36. 36. Create compelling slides<br /><ul><li>Develop a theme
    37. 37. Follow brand guidelines
    38. 38. Use consistent font and font size
    39. 39. Align text
    40. 40. Proofread</li></ul>Day 6: Review presentation<br />20<br />
    41. 41. Day 7: Host practice webcast<br />21<br />Practice, practice, practice<br /><ul><li>Know user interface
    42. 42. Check voice quality
    43. 43. Understand question tool
    44. 44. Set up polls
    45. 45. Review event pace</li></li></ul><li>Source: BrightTALK™ data<br />Day 8: Execute 24 hour email <br />22<br />
    46. 46. Live event day<br /><ul><li>Prepare the room
    47. 47. Prepare yourself
    48. 48. Tell a good story
    49. 49. Enjoy</li></ul>Day 9: Host live event<br />23<br />
    50. 50. 24<br />Launch post event campaign<br />Asset<br />Asset<br />email <br />invitation<br />asset <br />transition<br />sales <br />call-to-action<br />Asset<br />Asset<br />Asset<br />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. <br />Nulla facilisi. Nunc eget quam turpis, vel ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec varius<br />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. <br />Nulla facilisi. Nunc eget quam turpis, vel ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec varius<br />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. <br />Nulla facilisi. Nunc eget quam turpis, vel ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec varius<br />TIMING<br />TIMING<br />Day 10: Launch campaign<br />
    51. 51. DAY 1Source database<br />DAY 2Segment database <br />DAY 3 Create assets<br />DAY 4Execute email campaign<br />DAY 5Plan post event campaign<br />DAY 6Review presentation<br />DAY 7Host practice webcast<br />DAY 8Execute 24 hour email<br />DAY 9Host live event<br /> DAY 10 Launch (post event) campaign<br />Summary<br />25<br />
    52. 52. 26<br />Questions<br />
    53. 53. 27<br />

    ×