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!