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Use Email to Push Consumers Further Down the Funnel
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Use Email to Push Consumers Further Down the Funnel

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In today’s global economy, B2C marketers need effective ways to acquire new customers and maximize their lifetime value.  The business-to-business space sees great success using email to “nurture” …

In today’s global economy, B2C marketers need effective ways to acquire new customers and maximize their lifetime value.  The business-to-business space sees great success using email to “nurture” leads and create long-term 1:1 business relationships. Can B2C marketers take a cue from the B2B world? Walk away from this session with short- and long-term strategies to help ensure that your email program is always moving customers further down the funnel to drive bottom line revenue.

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  • 1. Use Email to Draw Consumers Deeper into the Funnel
    Ryan Phelan, VP Strategic Services, BlueHornet.com
    Jennifer Perry, Email Marketing Manager, Match.com
    Mark Floisand, COO, Untangle.com
  • 2. Today We Will:
    Understand the relationship between B2B and B2C email engagement strategies
    Discoverthe impact of advocacy in the “new” marketing funnel
    Share real-world examples of both B2B and B2C engagement strategies
    Discuss potential risks with engagement
  • 3. Changing the funnel – Adding in Engagement
    Old funnel did not incorporate the power of a multi-channel approach
    Word of mouth advertising was not a “real” medium & engagement was not maximized
    Change in overall approach the marketing funnel to incorporate:
    Social media
    Word of Mouth
    Advocacy
    Loyalty
    Increase in consumer expectation of relevancy
    Advocacy puts a greater emphasis on relevancy and relationship & the marketing communication changes
    Source: Forrester Report: Marketing's New Key Metric: Engagement
    - Brian Haven, 2007
  • 4. Current State: Email Engagement
    What is the state of engagement programs in the industry and your respective companies?
    How do the B2B and B2C worlds align?
    How are they separate?
  • 5. Email Engagement in the Real World
    What short- and long-term customer engagement approaches areworking for your business?
  • 6. Future Applications
    What new programs are possible and what have you learned?
  • 7. Recap:
    B2B and B2C marketers should learn from each others’ successes and failures
    The advocacy concept changes marketing communications
    A mix of short- and long-term strategies help push consumers into the funnel
  • 8. Thank You