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The Secrets to Email Marketing Success: Marketing Panel


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Don't waste your marketing dollars or your credibility on email campaigns that don't produce results. Our panel of email marketing experts will share the secrets of success and answer your questions …

Don't waste your marketing dollars or your credibility on email campaigns that don't produce results. Our panel of email marketing experts will share the secrets of success and answer your questions on list-building techniques and email marketing. Hear the latest trends, evolving opinions, and newest strategiesand take home tips for improving your email response rates today!

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  • Everything we did was geared towards driving membership and revenue. While we still want as many members as possible we know that keeping members active is far more important than just adding as many as possible. Also pushing your product down someone's throat is not the way to gain customers.
  • I work on the enterprise side of jigsaw doing lead gen/nurturing emails so I’m not going to spend a ton of time talking about our member emails, but like I mentioned we realized pretty early that we needed our community members to be as active as possible, as the more active they are the better the data in our database is. We have since implemented loyalty programs rewarding our most active members, notifying members how close they are to reaching the next level of membership and how they can get there quicker. We want to be a place of value that a member of our community will come to every day to see what we have for them, and in this case will open all of our emails to see what we are doing for them.
  • When we first realized that much of our lead gen efforts were being wasted and that the percentage of closed business coming from these efforts was lower then we wanted, so we knew we needed to change things. We started doing a couple things, one was looking for marketing automation tools, and seeing all of the amazing things that you could do with them. The basics that everyone needs to take advantage of are the scoring/ drip campaigns/ and the tracking. These are what automation is built on, and it is an amazing way to get everyone on the same page and really understand what people want.
  • With Marketo and Data in the cloud my sales team can now control who I market to this is especially important for those reps out there that have less than ideal territories. I set up nurturing drip campaigns, and the sales rep can now go into an account of a current lead, see how many more contacts at the account Jigsaw has, upload them into Salesforce, and add them into the Marketo campaign I created, instantly inserting them into the start of a flow in which they receive the informational value add emails I referred to earlier.
  • Since implementing a Nurturing process through our marketing automation platform we have seen a decrease in the total number of leads passed to the sales team but a higher number of leads that are getting accepted. This leads to an incredible increase in the percentage of close leads/leads passed. Have some real stats that I want to put in here but searching for the old deck.
  • Transcript

    • 1. The Secrets to Email Marketing Success: Marketing Panel
      Tricia Gellman
      Director, Product Marketing
    • 2. Safe Harbor
      Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
      The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site.
      Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
    • 3. Does Your Email Calendar Look Like This?
      Company Size
      Customer Lifecycle
      Customer / Partner
    • 4. A Snapshot of’s Calendar
      AppEx Webinar
      Sales White Pa…
      Nashville Tour
      Partner Webinar
      Denver Tour
      Lotus Notes We…
      Sales Newsletter
      Toronto Tour
      Service Webinar
      Jigsaw Campaign
      Partner Newslet…
      Tech Talk Web…
      Lotus Notes We…
      Turn Chatter On
      Nashville Tour
      Lotus Notes We…
      Premier Training
      Success Webinar
      Gartner White P…
      Denver Tour
      AppEx Newsletter
      Toronto Tour
      Nashville Tour
      Dev Newsletter
      Partner Webinar
      Service White…
      Denver Tour We…
      2 Web…
      Premier Training
      Sales White Pa…
      Toronto Tour
      Beagle White P…
      CFL – Early Wa…
      Winter ‘11 Web…
    • 5. We Send Lots of One-Off Campaigns
    • 6. We Are Moving Toward a Newsletter Approach
    • 7. Behavior Driven Personalization (Newsletters)
      Newsletter #1
      Newsletter #2
      Newsletter #3
      Newsletter #4
      Sales Cloud
      Sales Cloud
      Service Cloud
      Sales Cloud
      Lotus Notes
      Cloudforce Tour
      Sales Cloud
      Premier Training
      Personalization Based on DW, Email Clicks, and Omniture Data
      Segmentation Flag Personalization
    • 8. Personalized Journeys
    • 9. Email Execution is an Evolving Science
      Batch and blast is easy but outdated and lacks effectiveness
      Nurturing is evolving as the next easiest solution
      Personalization is becoming more standard
      Providing relevance in content and delivery timing is critical to effectiveness
      Segmentation and testing improves results
      Evolving vs standing still is now the norm
    • 10. Email Marketing Panel
      Eric Edelson
      Ben Stein
      Andy Ramirez
      Matt Heinz
    • 11. Eric Edelson
      Fireclay Tile
    • 12. Who is Fire Clay Tile?
      • Manufacture custom handmade ceramic and glass tile
      • 13. Pre and post consumer recycling leader
      • 14. Customers: Whole Foods, the French Laundry, Monterey Bay Aquarium
      • 15. 30 employees
      • 16. 7 Salesforce licenses (since June 2009)
      • 17. Founded 1986 (San Jose, CA)
      Sustainable Ceramic and Glass Tile Manufacturer
    • 18. Before Salesforce, Our Systems Were Our Worst Enemy
      “The Black Box”
      No Process Integration
    • 19. Finance & Analytics
      Performance Metrics
      Best Practices
      Quickbooks Sync
      Customer Service & Fulfillment
      UPS Integration
      Customer Service
      Electronic Queue
      Score Efficiency
      Service Visibility
      Sales & Samples
      Lead Follow-Up
      Sample Orders
      Order Management
      Lead Acquisition
      Email Segmentation
      Clear Process
      We’ve Transformed our Business By Running on Salesforce
    • 20.
    • 21. Customize Leads
      Customized Response
      HOT First Impression
      Customized response w/ big company look
      Personalized Communication
      On Brand
    • 22. Relationship Management
      • Templates allow us to easily craft most-used emails
      • 23. Branded Quotes, Order Confirmations, Invoices, & Shipment Notifications
      • 24. Custom buttons = less time + better service
      • 25. Useful, personalized email
    • Closed-loop Mktg
      Automate thank you emails
      Include survey link
      Instant feedback + great service
      Consistent, personal email during entire process - Look like Amazon or Zappos
    • 26. HOT OFF THE KILN!
      • Easy List Segmentation from within Salesforce
      • 27. Different messages for Retailers, Consumers, and Local Customers
      • 28. Point and Click functionality via Vertical Response
    • Fantastic Measurable Results!
      Email Addresses
      Customer Satisfaction
    • 29. Ben Stein
      Marketing Manager
    • 30. What is Jigsaw?
      • Jigsaw was founded in 2003 in San Mateo, CA
      • 31. The worlds leading provider of community driven business-to-business company and contact information.
      • 32. 200+ Employees
      • 33. Salesforce is deployed across majority of company including:
      • 34. Sales, Support, Marketing, Operations, Data Services
    • Email History
      Started with email campaigns to people who signed up as a member pushing subscriptions.
      First Lead Gen campaigns were list downloads and one of promotional emails
      As our community grew we started realizing we needed action in the community just as much as we needed people to spend money which brought out two separate sophisticated email processes.
    • 35. Community Member Emails
      Defined two things:
      Our goal of emailing members from a community perspective
      How do we want them to see us
      Can we make current members, enterprise customers?
    • 36. Nurture Email
      The Marketing Automation choice
      Better understanding of customers
      Drip Campaigns
      Monitoring everything our prospects do.
      What is the effect of this?
    • 37. Sales & Marketing Alignment
      My Sales team can now control who I Market to.
      Data in the Cloud + Marketing Automation = Success
    • 38. Summary of Email Evolution
      Before Marketing Automation
      After Marketing Automation
    • 39. Results
      Decrease In overall leads flooding Reps buckets
      Increase in Quality Leads
      More Leads/Month getting passed from qualifying reps to sales
      Higher Close Percentage/Passed Leads
    • 40. Andy Ramirez
      Vistage International
      Director of Interactive Marketing
      Shameless Image “Borrower”
    • 41. Vistage International and
      - Non competitive CEO groups to help business owners and CEO’s navigate the trials of leadership
      - Led by CEO coaches known as Chairs who all have at one point been CEO’s
      - 14,000+ members in 15 countries
      • 350+ licenses for staff and Chairs
      • 42. 1MM+ leads in currently
      • 43. We’ve come a long way since we started using Salesforce and email marketing, but we have a LONG way to go.
    • Lead Sources – The big three
      List Vendors(National)
      Local Lists
      (Chair purchased)
      Chair Contacts for Group Builds
      Referrals fromexisting members
    • 44. Deduping Leads – Protect the company image
      Chairs share areas, so leads must be checked against campaigns
      De-duping happens against and our existing member database
      PeopleImport – CRMFusion Inc.
    • 45. Segmenting Leads – The right lead for the job
      Varying Programs - CEO, Small Business, Key Executives
      Industry Segmentation – Well rounded groups
      Revenue – Like sized companies
      Leads in manageable campaigns for Multi-Touch (email, direct mail, phone)
      Lead Scoring – Back End Segments
    • 46. Online Marketing Automation App
      Eloqua forms & registrations improve lead processing
      Eloqua is used for campaign based emails
      Customize email content to form info
      Info replicated between and Eloqua database (history and registration) – Used for 1 to 1 and some automated communication
    • 47. Email Campaigns – Testing, Results, Improvement
      Over 9.8MM emails sent to 1.6MM+ contacts, 40K+ from submissions, 800K+ tracked web visitors in Eloqua = A LOT of testing….
    • 48. What we learned… the hits..
      Subject Lines: Shorter is better, relevant to content and landing page (the industry standard)
      Content: Image heavy did not work for our demographic, these aren’t prod sales
      Links: Image based links clicked less than text links
      Visual Click Reports provide great insight
    • 49. Next Step In The Journey – Optimize Sales Funnel
      • Lead handoff between Marketing/Sales is well defined
      • 50. Identifying Missed Opportunities – analyze the lead pipeline and find ways back into the sales funnel
      • 51. Capitalize with new stage relevant campaigns
    • Vistage International
      No matter where you are in your journey, just remember there is no “magic bullet” just time and effort…
    • 52. Matt Heinz
      Not sure of title
    • 53. What’s Working Now
      List Segmentation
      Crawl first
      Segment by role
      Improving click/response rates
      Customer-focused outcome messages
      Limit HTML
      Innovative use
      “Almost leads”
      Lifecycle marketing
    • 54. What’s Changed
      Email is more (not less) important
      Seamless channel integration
      Context is more important than permission
    • 55. What’s Next
      Automated yet personalized
      Seamless channel integration
      More transactional & action-oriented (think text & Twitter)
    • 56. Q & A
    • 57. How Could Dreamforce Be Better? Tell Us!
      Log in to the Dreamforce app to submit
      surveys for the sessions you attended
      Use the Dreamforce Mobile app to submit surveys
      Every session survey you submit is a chance to win an iPod nano!