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Full-Year Contact Strategy
 

Full-Year Contact Strategy

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  • Event based marketing strategyAll comms focused on event; tactical, event focused content; every one gets the sameNo nurturing; communications between events, no product marketingHolistic contact strategyCoordinated disparate event communications; bridge gapSegmentation; track to capture id unknownsNurture track for registrants, focusing on product

Full-Year Contact Strategy Full-Year Contact Strategy Presentation Transcript

  • Extraprise Case Studies July 24, 2013
  • Case Study: Full-year Contact Strategy Situation:  Product is one of the client’s largest BU’s  Relied heavily in 2012 on events for lead generation  Little follow-up email communication or nurturing resulting in too many, poorly qualified leads to sales Tactics:  Extraprise designed a fully-automated, multi-touch contact strategy for 2013, ‒ Quarterly webinar series, 10 regional symposiums, and post-event nurture campaign for3 personas ‒ Strategy incorporates messaging for a large 4th group of new/ill-defined contacts who will receive specific offers to prompt their first engagement • More accurate segmentation • Placement into proper tracks – Extraprise recommended message tone and CTAs, progressive profiling techniques and A/B testing Results:  Average 15% increase in event registration  Average 44% engagement with offers in post-event nurture campaign  Of leads delivered, 30% deemed sales-ready, up from 7% 2 © Extraprise 2012 Extraprise