B2B Drip Campaigns - 7 Case Studies - MarketingSherpa Jeanne Jennings Oct-2010

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Drip email campaigns, which educate and nurture leads though the early stages of the sales cycle, are one of the most effective but underused tactics in the B2B world.

Join us to analyze case studies of successful drip email campaigns and learn how to cost-effectively develop and implement one for your business. We’ll cover:
• When a drip email program can help you – and when it can’t
• Creating effective message maps and content
• Timing and number of efforts
• How to effectively track and report on multi-effort drip campaigns

Whether you’re looking to start using drip campaigns or already have some in place that you want to optimize, this is a session you won’t want to miss.

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  • Short and sweet
    Money back guarantee
    Reminder, then offer to entice
    Note: Free Shipping got higher CTR, but lower conversion than the reminder
  • Short and sweet
    Money back guarantee
    Reminder, then offer to entice
    Note: Free Shipping got higher CTR, but lower conversion than the reminder
  • Short and sweet
    Money back guarantee
    Reminder, then offer to entice
    Note: Free Shipping got higher CTR, but lower conversion than the reminder
  • Short and sweet
    Money back guarantee
    Reminder, then offer to entice
    Note: Free Shipping got higher CTR, but lower conversion than the reminder
  • B2B Drip Campaigns - 7 Case Studies - MarketingSherpa Jeanne Jennings Oct-2010

    1. 1. Jeanne S. Jennings Consultant, Email Marketing Strategy JeanneJennings.com, Inc. Successful Drip Email Nurturing Campaigns
    2. 2. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • What is a Drip Campaign? • Case Studies • PRWeb • Nortel • U.S. General Services Administration (GSA) • XOsoft • BreakingPoint Systems • National Education Association (NEA) • Jaspersoft • Additional Resources Presentation Overview April Showers Bring May Flowers But… Drip Campaigns Drive Revenue!
    3. 3. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Drip Campaigns • Named after drip irrigation… • which saves resources by allowing water and fertilizer to drip slowly to the roots of plants through a network of valves, pipes, tubing and emitters Source: Wikipedia, September 2010
    4. 4. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Drip Campaign • A communication strategy that sends or “drips” a pre-written set of messages to customers or prospects over time • Email marketing is the channel most commonly used 1. The timing of the messages follows a pre-determined course 2. The messages are “dripped” in a series applicable to a specific behavior or status of the recipient 3. Each message stands alone but also builds on those sent before
    5. 5. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Benefits of Drip Campaigns • Evergreen: build them once, use them on an ongoing basis • Not Resource Intensive: automatically triggered • Consistent Messaging: complete control over the information and how it is relayed • Top of Mind Presence: build your case over time
    6. 6. #b2bsummit CASE STUDY: PRWEB Successful Drip Email Nurturing Campaigns
    7. 7. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Case Study: PRWeb • Challenges • Many visitors signed up for a free PRWeb account, but few went on to use the service • No revenue is generated until the registrant uses PRWeb to send a press release • Goal • Increase the free-sign-up to paying-customer conversion rate • Campaign Elements • Existing Website content • Email drip campaign welcome series • 4 effort series sent to all new registrants over a 4 week period Source: Client Case Study, JeanneJennings.com, Inc.
    8. 8. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • Key Features, Benefits and Advantages – Reach beyond just journalists, also search engine visibility – Extensive tracking and reporting to quantify results • Overcoming Obstacles to Using PRWeb – Ability to write a press release – Determining which service level fit their needs • Testimonials – Didn’t include these but should have! • Incentive – Significant upgrade on first press release send • Urgency – Deadline to quality for the upgrade Source: Client Case Study, JeanneJennings.com, Inc. Drip Campaign Message Map
    9. 9. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • Increase in attendance at the New User Orientation Webinars • More traffic to previously “hidden” help pages • Significant lift in conversions from free registrants to paying users Source: Client Case Study, JeanneJennings.com. Inc. Results
    10. 10. #b2bsummit CASE STUDY: NORTEL Successful Drip Email Nurturing Campaigns
    11. 11. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Case Study: Nortel • Challenge • Nortel had recently filed bankruptcy and was in the process of being acquired • Goals • Overcome prospects’ temptations to “wait and see” what would happen with the company before buying • Keep prospects eager to buy from signing with competitors • Campaign Elements • New microsite • Paid search and social media • In-person and online events • Email nurturing • 4 effort series sent to new prospects over a 6 week period Source: Marketing Down the Sales Funnel: How Nortel’s Q4 Push Touched 30% of Pipeline and Helped Close Deals, MarketingSherpa, March 3, 2010
    12. 12. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • Assurance – Alleviate concerns about adopting Nortel tools and technology – Highlight recent company growth and product innovations • Rebuild Trust – Focus on Nortel’s reputation for quality equipment, service offerings, market share and history of innovation • Urgency – Emphasize strong product discounts and the importance of staying current with technology to overcome the “wait and see” obstacle • What’s Next for Nortel – Give prospects a sense of the future of Nortel, including insights into technology development, industry consolidation and other trends Source: Marketing Down the Sales Funnel: How Nortel’s Q4 Push Touched 30% of Pipeline and Helped Close Deals, MarketingSherpa, March 3, 2010 Drip Campaign Message Map
    13. 13. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • Assurance – Nortel’s role in providing communications infrastructure for the 2010 Vancouver Olympic winter games • Rebuild Trust – Third-party analysis of the value of implementing VOIP networks • Urgency – Reminders of the special deals and discounts being offered for Q4 • What’s Next for Nortel – An analyst report about trends in the IT industry, and how CIOs should evaluate the impact of mergers and acquisitions Source: Marketing Down the Sales Funnel: How Nortel’s Q4 Push Touched 30% of Pipeline and Helped Close Deals, MarketingSherpa, March 3, 2010 Drip Campaign Content
    14. 14. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • Email Lead Nurturing Series – Open Rates from 31.3% to 43.6% – Click-through Rates from 7.1% to 17.0% • 34% of revenue generated in November and December 2009 came from prospects that had interacted with this program Source: Marketing Down the Sales Funnel: How Nortel’s Q4 Push Touched 30% of Pipeline and Helped Close Deals, MarketingSherpa, March 3, 2010 Results
    15. 15. #b2bsummit CASE STUDY: U.S. GENERAL SERVICES ADMINISTRATION Successful Drip Email Nurturing Campaigns
    16. 16. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Case Study: GSA • Challenge •Assist government procurement professionals with spending American Recovery and Reinvestment Act (ARRA) funds • Goals •Educate procurement officers about GSA programs •Encourage them to contact GSA for help • Campaign Elements •Drip Campaign •Originally 10 messages, downsized to 6 •Focused on 4 key requirements of ARRA spending Source: Client Case Study, JeanneJennings.com, Inc.
    17. 17. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Drip Campaign Message Map • Four Key ARRA Requirements – Speed: meet accelerated timeframes for spending – Value: provide the maximum benefit from funds – Transparency: show fair and reasonable distribution of money – Accountability: protect against fraud, waste, error and abuse Source: Client Case Study, JeanneJennings.com, Inc.
    18. 18. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Strategic Plan • 10 email messages; 2 phases (5 messages each) – Each phase includes: • 1 general email to set the tone (all 4 key requirements) • 4 additional emails, each focusing on one key requirement – Speed | Value | Transparency | Accountability • Sent weekly over the course of 10 weeks • Only 6 email messages were actually sent – Phase 1, email 1 – Phase 2, emails 1 through 5 Source: Client Case Study, JeanneJennings.com, Inc.
    19. 19. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Letter Format • Lotus Notes • It’s not about images – it’s about the information Source: Client Case Study, JeanneJennings.com, Inc.
    20. 20. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Content Strategy General Info (same all efforts) 1. GSA logo 2. ARRA logo 3. Key Links in left column 4. Call to action Info specific to key requirement of the email 5. Quote from peer 6. Timely fact about ARRA spending 7. Benefit-oriented bullet points Source: Client Case Study, JeanneJennings.com, Inc. 1 2 3 5 6 7 4
    21. 21. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • It’s important to look at the performance of each effort individually • And also the average performance over the entire campaign Tracking and Reporting Phase Effort # Date Sent Send Q Bounce Rate Open Rate CTR (Unique) CTOR (Unique) Forward Rate Unsub Rate Spam Complaint Rate NA 5.9% 29.1% 6.4% 22.0% NA < 0.5% NA 1 1 7.21.09 - 7.24.09 (staggered) 52,621 13.4% 14.3% 1.0% 7.2% 0.01% 0.2% 0.00% 2 1 8.4.09, 3:00 PM 52,514 15.4% 12.6% 0.7% 5.9% 0.00% 0.2% 0.00% 2 2 8.18.09, 2:00 PM 52,410 16.1% 12.6% 0.7% 5.2% 0.00% 0.2% 0.01% 2 3 9.1.09, 1:52 PM 47,426 6.5% 13.8% 0.6% 4.6% 0.00% 0.2% 0.00% 2 4 9.15.09, 2:00 PM 47,338 7.5% 13.3% 0.6% 4.7% 0.01% 0.2% 0.00% 2 5 9.29.09, 5:05 PM 47,265 8.1% 11.9% 0.4% 3.4% 0.00% 0.1% 0.00% AVERAGES 49,929 11.2% 13.1% 0.7% 5.2% 0.00% 0.2% 0.0% Epsilon Q1 2009 Email Trends and Benchmarks; Business Products and Source: Client Case Study, JeanneJennings.com, Inc.
    22. 22. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • You should also look at overall campaign performance • Average open rate over all efforts was 13.1% (11.9% to 14.3% range) • The cumulative unique open rate shows the value of multiple sends • A total of 12,772 unique people opened at least one email in the series • This is 28.9% of the average number of email messages assumed delivered for each send • With each send, the cumulative unique opens grew by an average of 10.6% Tracking and Reporting Source: Client Case Study, JeanneJennings.com, Inc. Send 1.1 Send 2.1 Send 2.2 Send 2.3 Send 2.4 Send 2.5 Unique Opens (cumulative) 6,541 8,547 9,944 11,199 12,068 12,772 Lift Send over Send (#) 2,006 1,397 1,255 869 704 Lift Send over Send (%) 31% 16% 13% 8% 6% Average Lift 10.6% Opens
    23. 23. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • A similar analysis of key link performance drives the point home • The link to the GSA Advantage landing page was one of the top four links in all of the email messages • Click-through rates on individual efforts ranged from .07% to 0.18% • A total of 359 unique people clicked on this link during the campaign • This is nearly 5 times the number of clicks from the first effort • The cumulative unique clicks grew by an average of 25.2% per send Tracking and Reporting Source: Client Case Study, JeanneJennings.com, Inc. Send 1.1 Send 2.1 Send 2.2 Send 2.3 Send 2.4 Send 2.5 Unique Clicks (cumulative) 73 150 220 284 334 359 Lift Send over Send (#) 77 70 64 50 25 Lift Send over Send (%) 105% 47% 29% 18% 7% Average Lift 25.2% GSA Advantage
    24. 24. #b2bsummit CASE STUDY: XOSOFT Successful Drip Email Nurturing Campaigns
    25. 25. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • Challenge • Find a cost-effective way to handle an onslaught of leads • Suddenly 25% of unique Website visitors converting to leads • Sales reps with limited time needed to focus on “hot” leads • Goal • Convert a higher percentage of leads to genuine sales opportunities • Campaign Elements • Lead qualification system • Targeted drip campaign based on prospect segment Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa Case Study: XOsoft
    26. 26. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Is the Lead Qualified? Reps Contact all Leads -- 4 Questions 1. Existing Project – Is there a real project in the works at the organization? 1. Budget – Has the organization allocated a budget yet? 1. Tech – Does the organization meet tech requirements? 1. Investigate Commitment – Is the lead also examining our competitors? Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa Qualified leads immediately rose from 4% to 17%
    27. 27. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Decision Tree Different communications based on: •lead quality •source •title of prospect Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa
    28. 28. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Informal Newsletter Format • Goal: keep unqualified leads warm • Informal style outperformed more traditional newsletter format – 14% lift in open rate • 48% vs. 42% – 100% lift in click-through rate • 16% vs. 8% – 74% lift in click-to-open rate • 33% vs. 19% Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa
    29. 29. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Just Checking in Email • Goal: keep unqualified leads warm • Sent quarterly Results • Conversions on qualified leads rose to 60% Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa
    30. 30. #b2bsummit CASE STUDY: BREAKINGPOINT Successful Drip Email Nurturing Campaigns
    31. 31. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. • Challenge • Develop a successful lead generation program for a start- up without a strong brand or established customer base • Goals • Create a powerful engine to generate a consistent stream of high quality inbound leads from the Web • Campaign Elements • Sales and Marketing Alignment • Social Monitoring • Prospecting Tools • Content Engine • Destination Website • Company Social Network Presence • Ready, Willing and Enabled Sales Team • Email Drip Marketing Source: How to use Social Media and Email for Prospecting: 8 Essentials, MarketingSherpa, January 28, 2010 Case Study: BreakingPoint
    32. 32. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Using Social Media to Drive Email Acquisition Source: How to use Social Media and Email for Prospecting: 8 Essentials, MarketingSherpa, January 28, 2010
    33. 33. #b2bsummit CASE STUDY: NATIONAL EDUCATION ASSOCIATION Successful Drip Email Nurturing Campaigns
    34. 34. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Case Study: NEA • Challenge • Use drip campaigns to respond to add relevance and respond to member behavior • Goals • Encourage members to add a beneficiary to their complementary life insurance plan • Campaign Elements • API to share information between the NEA database and Web analytics • Drip email campaign Source: Client Case Study, JeanneJennings.com, Inc.
    35. 35. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Drip Campaign Flow • Flow begins at Website registration • Information passed from NEA Database immediately • Behavior monitored after each send • Appropriate follow- up email messages are sent Source: Client Case Study, JeanneJennings.com, Inc.
    36. 36. #b2bsummit CASE STUDY: JASPERSOFT Successful Drip Email Nurturing Campaigns
    37. 37. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Case Study: Jaspersoft • Challenge • Communicate effectively with many different customer constituent groups • Open source developers • Customers using open source version • Paying customers using professional edition • Goals • Develop a better way to segment the database and automatically provide relevant information to all groups • Campaign Elements • Customer profiling • Database segmentation • Automated/triggered/drip campaigns • Outbound promotions • Lead scoring Source: Lead-Gen Revamp with Automation and Scoring: 7 Steps to 190% Increase in Sales Conversions, MarketingSherpa, November 11, 2009
    38. 38. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Drip Campaign Strategy • Trial download triggered • Five emails over thirty day period • Thank you/welcome • Tools to help them use the software • Links to online documentation and forums for support • Final email offering sales rep contact to discuss professional edition • Recipients sent into sub-campaigns based on behavior (40 possible paths) Source: Lead-Gen Revamp with Automation and Scoring: 7 Steps to 190% Increase in Sales Conversions, MarketingSherpa, November 11, 2009
    39. 39. #b2bsummit ADDITIONAL RESOURCES Successful Drip Email Nurturing Campaigns
    40. 40. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Additional Resources • MarketingSherpa Email Summit 2011 • Las Vegas, January 24-26, 2011 • MarketingSherpa Email Essentials Workshop Training 2010 • Toronto, October 19, 2010 • Miami, November 9, 2010 • Los Angeles, December 7, 2010 • MarketingSherpa 2011 B2B Marketing Benchmark Report • MarketingSherpa 2010 Email Marketing Benchmark Guide Taught by Jeanne Jennings www.MarketingSherpa.com
    41. 41. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Additional Resources Jeanne Jennings: Independent consultant specializing in email marketing strategy and tactics • More than 20 years of experience in B2B and B2C online and email marketing • Sought-after writer and speaker on Email Marketing • The Email Marketing Kit (Sitepoint) • ClickZ Experts: Email Marketing • The Jennings Report Clients Include: www.JeanneJennings.com
    42. 42. #b2bsummit Copyright2010Itisillegaltodistributethispresentation. Copyright2010Itisillegaltodistributethispresentation. Successful Drip Email Nurturing Campaigns Thank you all for attending! Thank you MarketingSherpa for inviting me to speak! Questions? Jeanne S. Jennings Consultant, Email Marketing Strategy JeanneJennings.com, Inc. JJ@JeanneJennings.com www.JeanneJennings.com 202.333.3245

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