Engagement Marketing Technologies Uk
 

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.

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

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Engagement Marketing Technologies Uk Engagement Marketing Technologies Uk Presentation Transcript

  • 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 – Silverpop – Innovations in eMail Marketing – Innovations in B2B Lead Management – Further Resources – Questions & Answers
  • The New Landscape
  • 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
  • From Push (outbound)... (Email, DM, Telesales) ...to Pull (inbound)... (PPC, SEM, Banner Ads) ...to Sharing (Social) (Conversations, Feedback, etc)
  • 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
  • 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, 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
  • 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 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
  • 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 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
  • 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 they consistently open and act on your emails.
  • 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 changes in individual behavior • Deliver your email to each recipient at the ideal time • Eliminate time zone challenges for international senders
  • 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 • Avg. order size: 35% to 50% 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 return on investment without significantly greater expense • Identify High-Value Sharers (HVSs) - increasingly important segment
  • 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 additional impressions • 8% list growth • 33% people who viewed a shared item clicked through to the offer – 3x CTR of their standard emails
  • 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 & Lead Analysis Nurturing Lead Management Process Lead Qualification Sales Collaboration & Scoring Lead Routing & Acceptance
  • 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
  • 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
  • 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
  • The Nurture Campaign Challenge
  • Campaign Visualization
  • Challenge of Web Profiling Right Target Target Fit Buyer Profile (explicit) Highly Engaged Web Behaviour (implicit)
  • 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 5x• No. of qualified leads sent to sales • 50%+ Amount of sales pipeline generated by marketing leads 2x• Sales Close Rates
  • For More Information
  • Resources • Whitepaper, Email Marketing Goes Social • B2B eBook, The Lead Management Workbook • Social Study w/ full results coming July 7th
  • 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
  • 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!