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Maximise Results with Engagement
 Marketing Technologies




BrightTalk Engagement Marketing Summit
June 24, 2009
Speaker & Agenda
• Will Schnabel                 • Agenda
  – GM EMEA, VP International     – The New Landscape
  – Silver...
The New Landscape
Don’t Interrupt!
• Each day people are exposed to more
  than 5,000 advertising messages
• As businesses reduce staff,
  t...
From Push (outbound)...
  (Email, DM, Telesales)




        ...to Pull (inbound)...
          (PPC, SEM, Banner Ads)




...
The Power Is in Their Hands
Customers & Prospects are:
• More informed than ever
• Taking brands into their own hands
• Se...
The Power Is in Their Hands


But where are they hiding?
Why Engagement Marketing
    • Closes the gap between advertising and revenue by
      engaging customers on their terms, ...
Innovations in eMail Marketing
The Rise of Communities
• In 2008, 33% of online users were monthly users of social
  networks
•   41% of youth aged 12 to...
Is Email Marketing Dead?
Email is Alive and Well
• 92% of adult Internet users send or read email — far more
  than regularly visit any social netw...
The Challenge of Relevancy


  Relevance = Right Time + Right Message
Innovation: Send Time Optimization
350,000,000 Search Results
Best time to send?
The Right Time Of Course Is…

     …when each individual person is
        most likely to respond:

     The time when the...
How to do it? It takes a lot of these…
To get this…
• Analyze a range of past recipient behavior
• Predict the ideal send time for each recipient
• Adjust for ch...
And you only have to do this…
But does it work?
•   Open rate: 20% to 50% increase
•   Click rate: 30% to 50% increase
•   Revenue: 52% to 75% increase
...
The Challenge of Relevancy


  Relevance = Right Time + Right Message
Who Determines the Right Message?
Innovation: Share to Social
Social email is the new viral
Why integrate email and social?

• Reach New audiences (List Growth)
• Generate Viral Buzz and Brand
  Awareness
• Greater...
Select social networks
Icons are added to creative
Recipients share and friends are notified
You report and target
Does it Work?
                • 800 recipients shared the email
                  offer
                • 80,000 additiona...
Innovations in B2B Lead
Management
Plugging the Leaky Funnel
Plugging the Leaky Funnel
Many Challenges Exist
Aligning Sales and Marketing
Aligning Sales & Marketing around 
the Lead Process
                             Lead Generation




         Reporting & ...
Areas of Innovation

                           Data Capture &
                           Segmentation


                 ...
The Lead Challenge
                                                        Demographic
                                   ...
Integrated Lead Scoring
Rank Leads by Score
    – Identifies buying phase

 Explicit Data
           • Demographic & BANT
...
The Nurture Campaign Challenge
Campaign Visualization
Challenge of Web Profiling


              Right       Target
  Target       Fit        Buyer
  Profile
 (explicit)

     ...
Web Profile: Activity Insight
When should sales pounce?
Contact Level Tracking & Alerts




Account Level Tracking
Challenge of Remarketing
Does it Work?

       •
    400%   No. of New Leads Generated through
           existing demand generation activities

  ...
For More Information
Resources
• Whitepaper, Email
  Marketing Goes
  Social
• B2B eBook, The
  Lead Management
  Workbook
• Social Study w/
  ...
Upcoming/Recent Webcasts
• Email Marketing Goes Social
   – Engagement Marketing Channel
   – July 1st, 13:00 GMT

• In Se...
Contact and Q & A
 • Will Schnabel
    – wschnabel@silverpop.com
    – Twitter: @wschnabel



 • Silverpop
    – Info: www...
Engagement Marketing Technologies Uk
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Engagement Marketing Technologies Uk

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Emerging engagement and marketing automation technologies. Presented by Silverpop's Will Schnabel during BrightTalk's Engagement Marketing Summit.

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Transcript of "Engagement Marketing Technologies Uk"

  1. 1. Maximise Results with Engagement Marketing Technologies BrightTalk Engagement Marketing Summit June 24, 2009
  2. 2. Speaker & Agenda • Will Schnabel • Agenda – GM EMEA, VP International – The New Landscape – Silverpop – Innovations in eMail Marketing – Innovations in B2B Lead Management – Further Resources – Questions & Answers
  3. 3. The New Landscape
  4. 4. Don’t Interrupt! • Each day people are exposed to more than 5,000 advertising messages • As businesses reduce staff, to-do lists become even longer
  5. 5. From Push (outbound)... (Email, DM, Telesales) ...to Pull (inbound)... (PPC, SEM, Banner Ads) ...to Sharing (Social) (Conversations, Feedback, etc)
  6. 6. The Power Is in Their Hands Customers & Prospects are: • More informed than ever • Taking brands into their own hands • Seeking out relationships • Asserting more control • Expecting companies to participate in dialogues with them
  7. 7. The Power Is in Their Hands But where are they hiding?
  8. 8. Why Engagement Marketing • Closes the gap between advertising and revenue by engaging customers on their terms, thereby delivering improved revenue opportunities Marketing Value Chain Engagement Advertising Commerce Marketing • Search (paid and organic) • Email marketing • Sales force automation • Affiliate marketing • Lead management • Ecommerce • Online ads • Web analytics • Direct Sales • Mobile advertising • Direct Marketing • Channel Sales • Offline Advertising • Social Networking • Events • Predictive Analytics
  9. 9. Innovations in eMail Marketing
  10. 10. The Rise of Communities • In 2008, 33% of online users were monthly users of social networks • 41% of youth aged 12 to 21 visit social sites daily • Over 33% of European Baby Boomers read social media on a regular basis, and starting to participate! • SoNet users are connected to between 150 and 200 friends • 40% of email participants use social sites to gather product information and recommendations
  11. 11. Is Email Marketing Dead?
  12. 12. Email is Alive and Well • 92% of adult Internet users send or read email — far more than regularly visit any social network • According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI • Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel
  13. 13. The Challenge of Relevancy Relevance = Right Time + Right Message
  14. 14. Innovation: Send Time Optimization
  15. 15. 350,000,000 Search Results
  16. 16. Best time to send?
  17. 17. The Right Time Of Course Is… …when each individual person is most likely to respond: The time when they consistently open and act on your emails.
  18. 18. How to do it? It takes a lot of these…
  19. 19. To get this… • Analyze a range of past recipient behavior • Predict the ideal send time for each recipient • Adjust for changes in individual behavior • Deliver your email to each recipient at the ideal time • Eliminate time zone challenges for international senders
  20. 20. And you only have to do this…
  21. 21. But does it work? • Open rate: 20% to 50% increase • Click rate: 30% to 50% increase • Revenue: 52% to 75% increase • Avg. order size: 35% to 50% increase
  22. 22. The Challenge of Relevancy Relevance = Right Time + Right Message
  23. 23. Who Determines the Right Message?
  24. 24. Innovation: Share to Social
  25. 25. Social email is the new viral
  26. 26. Why integrate email and social? • Reach New audiences (List Growth) • Generate Viral Buzz and Brand Awareness • Greater return on investment without significantly greater expense • Identify High-Value Sharers (HVSs) - increasingly important segment
  27. 27. Select social networks
  28. 28. Icons are added to creative
  29. 29. Recipients share and friends are notified
  30. 30. You report and target
  31. 31. Does it Work? • 800 recipients shared the email offer • 80,000 additional impressions • 8% list growth • 33% people who viewed a shared item clicked through to the offer – 3x CTR of their standard emails
  32. 32. Innovations in B2B Lead Management
  33. 33. Plugging the Leaky Funnel
  34. 34. Plugging the Leaky Funnel
  35. 35. Many Challenges Exist
  36. 36. Aligning Sales and Marketing
  37. 37. Aligning Sales & Marketing around  the Lead Process Lead Generation Reporting & Lead Analysis Nurturing Lead Management Process Lead Qualification Sales Collaboration & Scoring Lead Routing & Acceptance
  38. 38. Areas of Innovation Data Capture & Segmentation Multi-Channel ROI Reporting Campaign Execution Tools & Analysis (e.g email, DM, web, telesales) Customer/Prospect Database Sales Insight Lead Scoring /CRM Integration & Management Campaign (Nurture) Automation
  39. 39. The Lead Challenge Demographic VP Sales Download a Evaluating Whitepaper Solutions Visited BANT 5000 Website Last Has Week Employees 2009 Budget $100M Company Needs Activity Fit Solution 40
  40. 40. Integrated Lead Scoring Rank Leads by Score – Identifies buying phase Explicit Data • Demographic & BANT • Self reported and 3rd party Implicit Activity • Recency & Frequency • Key Behaviors • Automated Score Depreciation • Point Caps
  41. 41. The Nurture Campaign Challenge
  42. 42. Campaign Visualization
  43. 43. Challenge of Web Profiling Right Target Target Fit Buyer Profile (explicit) Highly Engaged Web Behaviour (implicit)
  44. 44. Web Profile: Activity Insight
  45. 45. When should sales pounce? Contact Level Tracking & Alerts Account Level Tracking
  46. 46. Challenge of Remarketing
  47. 47. Does it Work? • 400% No. of New Leads Generated through existing demand generation activities 5x• No. of qualified leads sent to sales • 50%+ Amount of sales pipeline generated by marketing leads 2x• Sales Close Rates
  48. 48. For More Information
  49. 49. Resources • Whitepaper, Email Marketing Goes Social • B2B eBook, The Lead Management Workbook • Social Study w/ full results coming July 7th
  50. 50. Upcoming/Recent Webcasts • Email Marketing Goes Social – Engagement Marketing Channel – July 1st, 13:00 GMT • In Search of the Ideal Send Time – Engagement Marketing Channel – Recorded on May 27th • “No Cost” B2B Marketing Tactics That Deliver Leads – Silverpop Webinar Series (www.silverpop.com/marketing-resources) – July 2nd, 10 am PST
  51. 51. Contact and Q & A • Will Schnabel – wschnabel@silverpop.com – Twitter: @wschnabel • Silverpop – Info: www.silverpop.com/marketing-resources – On Twitter: @Silverpop/@SilverpopB2B – Presentations: www.slideshare.net/silverpop Thank you!
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