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” 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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Use Email to Push Consumers Further Down the Funnel

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

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