Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Developing Email Campaigns that Educate and Convert

136

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
136
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Combine profile attributes:TitleDepartmentLocationWith specific observed behaviors:Web page visitsWebinar sign-up and attendanceContent downloadedAnd within a specified time frame:1 day7 days14 days…and so on
  • Transcript

    • 1. Developing Email Campaigns thatEducate and Convert Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us, use #ActOnSW www.act-on.com | @ActOnSoftware | #ActOnSW
    • 2. Today’s Presenters Ryan Goodin Janelle Johnson Owner, Diligent Brands Director, Demand Gen, Act-On Software www.act-on.com | @ActOnSoftware | #ActOnSW
    • 3. Old Habits Die Hard• Subscriber lists• Timelines• HTML-heavy• Impersonal www.act-on.com | @ActOnSoftware | #ActOnSW
    • 4. The Evolution• Intelligent segmenting• Understand prospect, develop profile• Addressing specific needs• Leveraging new technology www.act-on.com | @ActOnSoftware | #ActOnSW
    • 5. B2B Consumers• Self-educators• Ease-of-access• Abundant information• Social networks www.act-on.com | @ActOnSoftware | #ActOnSW
    • 6. Drip Email Marketing• Educating over time• Subtle promotion• Developing rapport• Demonstrate expertise www.act-on.com | @ActOnSoftware | #ActOnSW
    • 7. Personalization: Things to Avoid• Huge lists• Poor targeting• Company-centric• Watered down www.act-on.com | @ActOnSoftware | #ActOnSW
    • 8. Personalization: Define Your Audience• Responsibilities?• Role?• Challenges?• Solutions? www.act-on.com | @ActOnSoftware | #ActOnSW
    • 9. Personalization: Define Your Audience• List development• Who you target• What message to deliver www.act-on.com | @ActOnSoftware | #ActOnSW
    • 10. Personalization: Segmenting• Good: Manufacturers in the Midwest• Better: CEO’s, Presidents, Owners of manufacturers in the Midwest• Best: CEO’s, Presidents, Owners of manufacturers with $10MM-$50MM in revenue, within 50 square miles of downtown Chicago www.act-on.com | @ActOnSoftware | #ActOnSW
    • 11. Segmentation Made Easy• Combine profile attributes• With specific observed behaviors• And within a specified time frame www.act-on.com | @ActOnSoftware | #ActOnSW
    • 12. Personalization: Segmenting• Right information, right person, right time• Personal rapport www.act-on.com | @ActOnSoftware | #ActOnSW
    • 13. Crafting the Message: Series of Emails• Establish key ideas / educate• Evaluate progress• Maintain contact 35-50% of sales go to the vendor that responds first (Source: InsideSales.com) www.act-on.com | @ActOnSoftware | #ActOnSW
    • 14. Email Elements• From address• Subject line• Greeting www.act-on.com | @ActOnSoftware | #ActOnSW
    • 15. Email Elements• From address• Subject line• Greeting• Introduction• Closing• Signature www.act-on.com | @ActOnSoftware | #ActOnSW
    • 16. The Traditional Sales Letter• Canned intro• All about us• Lengthy content• Don’t do it! www.act-on.com | @ActOnSoftware | #ActOnSW
    • 17. The Modern Email Communication• To the point• Engaging• Understanding• Bullets• Call to action www.act-on.com | @ActOnSoftware | #ActOnSW
    • 18. Mapping Content to Your Audience• Role • Decision makers – binary role, rely on management to influence the decision • Influencers – research role, get their hands dirty with the details www.act-on.com | @ActOnSoftware | #ActOnSW
    • 19. In Action: Dynamic Email Content • Targeted • Personal • Effective www.act-on.com | @ActOnSoftware | #ActOnSW
    • 20. Content Development• Publishing• Content recycling • Articles / blog posts • Whitepapers • Case studies • Videos • Webinars www.act-on.com | @ActOnSoftware | #ActOnSW
    • 21. Content Development: What to Write About• Economic conditions, how you fit in• Value proposition• What you bring to the table• Experience www.act-on.com | @ActOnSoftware | #ActOnSW
    • 22. Content Development: Production• Webinars – interview key contacts• Video – product features• Articles – stepped process• Guest contributor• Article summary www.act-on.com | @ActOnSoftware | #ActOnSW
    • 23. Marketing Automation• Deliver a series of emails• Automated campaigns• Data gathering forms• List management / segmenting• Sales intervention• Lead scoring• CRM integration www.act-on.com | @ActOnSoftware | #ActOnSW
    • 24. Example: Lead Scoring• Status Category Excellent Okay Bad • Small software company Job Title IT Director 5 System Administrator 3 Sales Engineer -4 • Two locations – U.S. and Asia Location of United 5 Hong Kong 4 Romania -5 Headquarters States • Growing globally Company > 5,000 4 1,000 - 5,000 2 < 1,000 -2 Size• Target Industry Information Technology 5 Computer Software 4 Automotive -5 • Services Large budget prospects Budget > 50,000 4 10,000 - 3 < 10,000 -2 50,000 Implicit Online Behavior Point Value Visitor downloaded the How Do We Compare To Our Competition white paper 5 Visitor browsed company website multiple times in the past 7 days. 5 Visitor downloaded the Evaluation Guide. 5 Visitor is already a lead in the sales system. 4 Visitor clicked on companys Jobs web page. -5 www.act-on.com | @ActOnSoftware | #ActOnSW
    • 25. Delivery: Timing• Time of day• Day of week• Time between emails• Duration www.act-on.com | @ActOnSoftware | #ActOnSW
    • 26. Delivery: Basics• Spam triggers in subject line• No attachments• Limit images• Multiple contacts, same company• SPAM compliance www.act-on.com | @ActOnSoftware | #ActOnSW
    • 27. Links• Anchor text with call to action• Location / placement www.act-on.com | @ActOnSoftware | #ActOnSW
    • 28. Links• Navigation and reporting www.act-on.com | @ActOnSoftware | #ActOnSW
    • 29. Message Testing• Links www.act-on.com | @ActOnSoftware | #ActOnSW
    • 30. Message Testing• Split lists• Timing• Frequency• Subject lines• Content• Link verbiage www.act-on.com | @ActOnSoftware | #ActOnSW
    • 31. Track all Activities• Test multiple variables • Measure effectiveness • Day/Time , Subject, Format • Opens, Clicks, Opt-outs www.act-on.com | @ActOnSoftware | #ActOnSW
    • 32. In Closing• Understand your audience• Educate, fulfill a need• Build credibility• Develop rapport• Right place, right time www.act-on.com | @ActOnSoftware | #ActOnSW
    • 33. Contacts• Ryan Goodin @ Diligent Brands 773.203.0743 | ryan@diligentbrands.com | diligentbrands.com• Janelle Johnson @ Act-On Software 877.530.1555 | janelle.johnson@act-on.com | act-on.com www.act-on.com | @ActOnSoftware | #ActOnSW
    • 34. Next Steps• Visit Act-On’s booth• Sign up for a demo: act-on.com• Get in touch Call our hotline at: 877.530.1555 Email us: sales@act-on.com www.act-on.com | @ActOnSoftware | #ActOnSW

    ×