PROACTIVE MARKETING:How to Increase the Efficiency and Engagement of Your CampaignsJoe Przybyla, Contact Management Team M...
PresentersJoe Przybyla                      Kyra PattersonContact Management Team Manager   Senior Product Manager        ...
HOW DO YOU BREAKTHROUGH THE CLUTTER?
Agenda: Campaigns TodayMANAGE• What expectations do you and your audience have?       Manage    CollectCOLLECT• What infor...
Click To Close Campaign   1. Invitation                          2. Reminders                   3. Follow-up/ Survey      ...
ManageWhat are your objectives and success criteria? Set expectations internally and externally.• What are the objectives ...
Manage: Reader Expectations                              • Objectives:                                 – Client relations/...
Click To Close: Manage• Internal Expectations   – Build out our client base in the Los Angeles market   – Identify key pro...
CollectWhat information is needed for the campaign and how are you going to obtain it?• How will you build your marketing ...
Collect: Engage your external audience• Drive traffic to sign-up via your web site  • Advertise upcoming issues and events...
Collect: Obtain & Maintain Information• Sign-up via Evites & Newsletters• Forward to a friend or colleague• Collect unsubs...
Click To Close: Collect                          #H1Webinar
Click To Close: Collect Event Management • Leverage Web-based Registration Forms • Embed Forms into your own website or si...
MonitorWhat happens during the campaign experience, where are possible gaps• Open Rates   – Understand the communication t...
Click To Close: Monitor                          #H1Webinar
Evaluate• Determine whether you met your goals• Measure and report on your campaign performance• Evaluate campaign engagem...
Evaluate: Did we meet our internal goals?• Did you meet your goals for your e-marketing program?   – Lead generation (busi...
Evaluate: Did we meet our readers’ goals?• Did you meet your readers’ expectations?   – Providing the right content (Opens...
Evaluate: Report• Understand your internal audience, do your research• Share information out afterwards                   ...
Evaluate: How can you improve on your campaigns?• Identify and leverage successful campaign engagement   – Opened emails (...
Evaluate: Target future content to your audience                   John Smith,                                            ...
Click To Close: Evaluate                           #H1Webinar
Click To Close: Evaluate & Next StepsPersonal Outreach                                                         Final Atten...
Recap: Campaign Cycle               Manage     Collect              Evaluate   Monitor                                    ...
THANK YOU!Questions and Comments
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Proactive Marketing: How to Increase the Efficiency and Engagement of Your Campaigns

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Learn how to reinvigorate your marketing programs and drive greater return on investment by taking a bottom-up approach to your campaigns.

Our e-marketing experts - Kyra Patterson and Joe Przybyla – share successful strategies for developing, executing and reporting on campaigns through real-world examples. Gain insight into how innovative firms are overcoming common challenges to improve the success and efficiency of their e-marketing programs. Learn how you can build and maintain better marketing lists, encourage client engagement and increase your reach.

Published in: Business, Career
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Proactive Marketing: How to Increase the Efficiency and Engagement of Your Campaigns

  1. 1. PROACTIVE MARKETING:How to Increase the Efficiency and Engagement of Your CampaignsJoe Przybyla, Contact Management Team ManagerKyra Patterson, Senior Product Manager
  2. 2. PresentersJoe Przybyla Kyra PattersonContact Management Team Manager Senior Product Manager #H1Webinar
  3. 3. HOW DO YOU BREAKTHROUGH THE CLUTTER?
  4. 4. Agenda: Campaigns TodayMANAGE• What expectations do you and your audience have? Manage CollectCOLLECT• What information is needed for the campaign and how are you going to obtain it? Evaluate MonitorMONITOR• What happens during the campaign experience, where are possible gaps?EVALUATE• Was the campaign what people expected and did it successfully achieve your goals?• Report back on the campaign internally to benchmark other campaigns. #H1Webinar
  5. 5. Click To Close Campaign 1. Invitation 2. Reminders 3. Follow-up/ Survey #H1Webinar
  6. 6. ManageWhat are your objectives and success criteria? Set expectations internally and externally.• What are the objectives for your e-marketing program: – Generate leads – Client relations/retention – Disseminate information (Alerts, Newsletters, Invites) – Firm branding & awareness• What is the desired reach: – Who is the target audience for your e-marketing campaign? – How frequently will people be communicated with? – How many clients in the CRM database are opted into the e-campaign?• What are your readers’ expectations? – What content are they interested in? – How frequently do they expect to be communicated with? #H1Webinar
  7. 7. Manage: Reader Expectations • Objectives: – Client relations/retention – Disseminate information – Direct sales • Desired Reach: – Design professionals – Monthly communications • Reader Expectations: – Relevant content – Follow-up recap of the event or seminar – Next month’s lineup of events #H1Webinar
  8. 8. Click To Close: Manage• Internal Expectations – Build out our client base in the Los Angeles market – Identify key prospects through engagement – Campaign open rate of at least 25% – 10 event attendees – 3 business development opportunities• External Expectations – This is a one time event invitation – Follow-up communication #H1Webinar
  9. 9. CollectWhat information is needed for the campaign and how are you going to obtain it?• How will you build your marketing lists and obtain information about your target audience? • Identify and target known contacts • Allow new contacts to introduce themselves• What information will help you execute your campaign successfully?• What processes are you putting into place to build and maintain your database? #H1Webinar
  10. 10. Collect: Engage your external audience• Drive traffic to sign-up via your web site • Advertise upcoming issues and events • Post examples from previous editions • Use strategic sign-up locations• Collect the right data #H1Webinar
  11. 11. Collect: Obtain & Maintain Information• Sign-up via Evites & Newsletters• Forward to a friend or colleague• Collect unsubscribe information• Engage attorneys Chelsie Givan Hubbard One Marketer 651-848-2813 Chelsie.Givan@thomson.com #H1Webinar
  12. 12. Click To Close: Collect #H1Webinar
  13. 13. Click To Close: Collect Event Management • Leverage Web-based Registration Forms • Embed Forms into your own website or similarly designed site • Capture additional information to enhance contact information Interesting Fact Guest #H1Webinar
  14. 14. MonitorWhat happens during the campaign experience, where are possible gaps• Open Rates – Understand the communication type. Ask yourself; ‘Should an Alert have the same open rate as a invitation to a dinner cruise event focused on a niche list?’• Bounce Rates – Leverage tools like Outlook toolbars and ERM systems that capture or gather the most recent contact information to improve data quality – Develop a feedback process between Marketing and the attorney to review previously bounced emails to update contact information for their contacts• Clicks – Evaluate whether your communications are designed to inspire someone to read further. Stay away from using: • Communications that are full of text • Templates that don’t incorporate hyperlinks • .PDF attachments• RSVP’s & Opt Outs #H1Webinar
  15. 15. Click To Close: Monitor #H1Webinar
  16. 16. Evaluate• Determine whether you met your goals• Measure and report on your campaign performance• Evaluate campaign engagement and list segmentation for continuous improvement #H1Webinar
  17. 17. Evaluate: Did we meet our internal goals?• Did you meet your goals for your e-marketing program? – Lead generation (business development opportunities, RSVPs) – Client relations/retention (Opens, Clicks, Forwards) – Disseminate information (low Opt Outs, healthy Forwards) #H1Webinar
  18. 18. Evaluate: Did we meet our readers’ goals?• Did you meet your readers’ expectations? – Providing the right content (Opens, Clicks, Forwards, additional subscriptions) – Delivering at the right frequency (low Opt Outs, additional subscriptions) #H1Webinar
  19. 19. Evaluate: Report• Understand your internal audience, do your research• Share information out afterwards #H1Webinar
  20. 20. Evaluate: How can you improve on your campaigns?• Identify and leverage successful campaign engagement – Opened emails (what was special/different?) – Click rates and links selected (what content are your contacts interested in?)• Capture additional valuable information by engaging with your audience – Interests (practice areas, industries, hobbies) – Firm relationships• Target contacts with a high likelihood of engagement – New relationships = 2x times more likely to be engaged – Firm relationships = higher likelihood of lists being acted on #H1Webinar
  21. 21. Evaluate: Target future content to your audience John Smith, #H1Webinar
  22. 22. Click To Close: Evaluate #H1Webinar
  23. 23. Click To Close: Evaluate & Next StepsPersonal Outreach Final Attendance First Name Last Name Registered Contact Relationship First Name Last Name AttendedAleisha Windsor Yes John Smith Aleisha Windsor YesCaitlin Sassmann No Tom Dayton Caitlin Sassmann YesJennifer Chapman No Dave Whiteside Jennifer Chapman YesKate Rosenbaum Yes Bryan Austin Kate Rosenbaum YesKatherine Gardner No Chelsie Givan Katherine Gardner YesLaurie Neeley No Bill Nelson Laurie Neeley NoAmie Jacobs Yes Olivia Robertson Amie Jacobs Yes #H1Webinar
  24. 24. Recap: Campaign Cycle Manage Collect Evaluate Monitor #H1Webinar
  25. 25. THANK YOU!Questions and Comments

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