How a Tech Company Increased Briefing Calls 50% by Combining Physical Mail and Email
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How a Tech Company Increased Briefing Calls 50% by Combining Physical Mail and Email

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In our next MarketingSherpa webinar, you'll learn how an enterprise software solutions startup was able to develop a marketing campaign that repeatedly generated impressions from influential buyers ...

In our next MarketingSherpa webinar, you'll learn how an enterprise software solutions startup was able to develop a marketing campaign that repeatedly generated impressions from influential buyers and decision-makers at a fraction of the cost of traditional direct mail campaigns.

Join Daniel Burstein, Director of Editorial Content, MECLABS, and Bob Birge, Marketing Director, Blue Pillar, as they discuss how to:

• Create and design physical, dimensional mailers to coincide with email campaigns

• Stand out in a typically red ocean environment

• Create real brand awareness at a cost that would make even the most frugal companies blush

• Conduct a campaign that delivers high-level qualified lead opportunities into the sales pipeline

• Make a serious impact for your company with minimal time and financial investment

• Raise your batting average significantly by using proven, age-old traditional marketing practices in today’s crowded, tech-driven environment

This presentation is provided courtesy of Oracle Eloqua

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How a Tech Company Increased Briefing Calls 50% by Combining Physical Mail and Email How a Tech Company Increased Briefing Calls 50% by Combining Physical Mail and Email Presentation Transcript

  • Brought to you by: We’re live streaming MarketingSherpa.com/LiveWebinar #SherpaWebinar
  • Brought to you by: How a Tech Company Increased Briefing Calls 50% by Combining Physical Mail and Email
  • Brought to you by: Speakers Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Bob Birge Director of Marketing Blue Pillar View slide
  • Brought to you by: We’re live streaming MarketingSherpa.com/LiveWebinar View slide
  • Brought to you by: Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  • Brought to you by: Related resources Lead Gen Summit 2014 Call for Speakers Multichannel Marketing: Direct mail, phone and email combine to lift executive briefing calls 50% Marketing Research Chart: What is the biggest B2B marketing challenge? Lead Generation: 3 questions every marketer should ask themselves about incentive B2B Marketing: How Cisco transformed its marketing strategy to better serve customers [Video] Search Marketing: Can your marketing team identify your buyer personas?
  • Brought to you by: What is Blue Pillar? • Critical power technology company, Indianapolis headquarters • Manages energy assets for mission critical organizations • Lowers operational costs • Mitigates risk and assures compliance http://www.flickr.com/photos/mcc_indianapolis
  • Brought to you by: Blue Pillar Digital Energy Network’s primary audience Primary Customers http://www.flickr.com/photos/jowo http://www.flickr.com/photos/elamormuerde http://www.flickr.com/photos/pennstatelive http://www.flickr.com/photos/kingcounty/ http://www.flickr.com/photos/markcoggins/
  • Brought to you by: http://www.flickr.com/photos/markcoggins/ Blue Pillar Digital Energy Network’s primary audience Primary Customers http://www.flickr.com/photos/jowo http://www.flickr.com/photos/elamormuerde http://www.flickr.com/photos/pennstatelive http://www.flickr.com/photos/kingcounty/Problem: Reaching the right person
  • Brought to you by: Problem: Reaching the right person http://www.flickr.com/photos/jowo http://www.flickr.com/photos/greenenergyfutures Target industry Beneficiaries Decision makers
  • Brought to you by: First Approach: Accessing the C-suite Primary and secondary research Names Titles Phone numbers Email addresses Attempting to start the conversation • No existing relationship • Cold calls and emails
  • Brought to you by: First Approach: Accessing the C-suite Primary and secondary research Names Titles Phone numbers Email addresses Attempting to start the conversation • No existing relationship • Cold calls and emails Client 1 executive briefing
  • Brought to you by: First Approach: Accessing the C-suite Primary and secondary research Names Titles Phone numbers Email addresses Attempting to start the conversation • No existing relationship • Cold calls and emails 1 executive briefings0
  • Brought to you by: Second Approach: Going directly to buyers Using an outside lead generation company • Setting up face-to-face meetings
  • Brought to you by: 3 Meetings in Texas
  • Brought to you by: 3 Meetings in Texas1
  • Brought to you by: 3 Meetings in Texas0
  • Brought to you by: Case Studies Announced MarketingSherpa.com/WebOpt
  • Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1219 Learn how Modern Marketers use Oracle Marketing Cloud to create ideal customers and increase revenue. Attend the Modern Marketing Tour – A free, full-day event in a city near you: events.eloqua.com/MMT
  • Brought to you by: Learning from our mistakes Need to establish an initial connection Identify key players Email is not great for introductions
  • Brought to you by: Be different, get noticed If we offered something unique to start the relationship, would that result in more initial conversations?
  • Brought to you by: Campaign goals Create brand awareness Keep the message simple Schedule introductory meeting List cleanse and management
  • Brought to you by: Campaign timeline
  • Brought to you by: The send Customized souvenir baseball bat Personal, themed letter
  • Brought to you by: Next Steps: Remember the baseball bat? That was me.
  • Brought to you by: Next Steps: It was nice talking to you, can I set up a conversation to discuss how we can help you?
  • Brought to you by: Next Steps: Let me tell you about how we can help you.
  • Brought to you by: Campaign results Verified through follow-up calls 100% of targets received the package 14 executive briefing calls 21 calls with engineers and facility managers
  • Brought to you by: Impact of the results Dead-end meetings with non-decision makers Meetings with key players AfterBefore
  • Brought to you by: Impact of the results Dead-end meetings with non-decision makers Meetings with key players AfterBefore 60% - 75% Meeting Success Rate
  • Brought to you by: Top Takeaways Connect where others neglect Establish an offline connection Use email to keep things moving
  • Brought to you by: Top Takeaways Connect where others neglect Establish an offline connection Use email to keep things moving Be original
  • Brought to you by: Speakers Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Bob Birge Director of Marketing Blue Pillar