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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 Ma...
Brought to you by:
We’re live streaming
MarketingSherpa.com/LiveWebinar
Brought to you by:
Ask questions and tell us
what you learned on Twitter!
#SherpaWebinar
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Related resources
Lead Gen Summit 2014 Call for Speakers
Multichannel Marketing: Direct mail, phone and...
Brought to you by:
What is Blue Pillar?
• Critical power technology company, Indianapolis headquarters
• Manages energy as...
Brought to you by:
Blue Pillar Digital Energy Network’s primary audience
Primary Customers
http://www.flickr.com/photos/jo...
Brought to you by:
http://www.flickr.com/photos/markcoggins/
Blue Pillar Digital Energy Network’s primary audience
Primary...
Brought to you by:
Problem: Reaching the right person
http://www.flickr.com/photos/jowo
http://www.flickr.com/photos/green...
Brought to you by:
First Approach: Accessing the C-suite
Primary and secondary research
Names
Titles
Phone numbers
Ema...
Brought to you by:
First Approach: Accessing the C-suite
Primary and secondary research
Names
Titles
Phone numbers
Ema...
Brought to you by:
First Approach: Accessing the C-suite
Primary and secondary research
Names
Titles
Phone numbers
Ema...
Brought to you by:
Second Approach: Going directly to buyers
Using an outside lead generation company
• Setting up face-to...
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 f...
Brought to you by:
Learning from our mistakes
Need to establish an
initial connection
Identify key
players
Email is not gr...
Brought to you by:
Be different, get noticed
If we offered something unique to start the relationship,
would that result i...
Brought to you by:
Campaign goals
Create brand awareness Keep the message simple
Schedule introductory meeting List cleans...
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
bri...
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
...
Brought to you by:
Top Takeaways
Connect where others neglect
Establish an offline connection
Use email to keep things mov...
Brought to you by:
Top Takeaways
Connect where others neglect
Establish an offline connection
Use email to keep things mov...
Brought to you by:
Speakers
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Bob Birge
Director of Ma...
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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 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

Published in: Business, Technology
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How a Tech Company Increased Briefing Calls 50% by Combining Physical Mail and Email

  1. 1. Brought to you by: We’re live streaming MarketingSherpa.com/LiveWebinar #SherpaWebinar
  2. 2. Brought to you by: How a Tech Company Increased Briefing Calls 50% by Combining Physical Mail and Email
  3. 3. Brought to you by: Speakers Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Bob Birge Director of Marketing Blue Pillar
  4. 4. Brought to you by: We’re live streaming MarketingSherpa.com/LiveWebinar
  5. 5. Brought to you by: Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  6. 6. 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?
  7. 7. 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
  8. 8. 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/
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Brought to you by: Second Approach: Going directly to buyers Using an outside lead generation company • Setting up face-to-face meetings
  15. 15. Brought to you by: 3 Meetings in Texas
  16. 16. Brought to you by: 3 Meetings in Texas1
  17. 17. Brought to you by: 3 Meetings in Texas0
  18. 18. Brought to you by: Case Studies Announced MarketingSherpa.com/WebOpt
  19. 19. 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
  20. 20. Brought to you by: Learning from our mistakes Need to establish an initial connection Identify key players Email is not great for introductions
  21. 21. Brought to you by: Be different, get noticed If we offered something unique to start the relationship, would that result in more initial conversations?
  22. 22. Brought to you by: Campaign goals Create brand awareness Keep the message simple Schedule introductory meeting List cleanse and management
  23. 23. Brought to you by: Campaign timeline
  24. 24. Brought to you by: The send Customized souvenir baseball bat Personal, themed letter
  25. 25. Brought to you by: Next Steps: Remember the baseball bat? That was me.
  26. 26. 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?
  27. 27. Brought to you by: Next Steps: Let me tell you about how we can help you.
  28. 28. 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
  29. 29. Brought to you by: Impact of the results Dead-end meetings with non-decision makers Meetings with key players AfterBefore
  30. 30. 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
  31. 31. Brought to you by: Top Takeaways Connect where others neglect Establish an offline connection Use email to keep things moving
  32. 32. Brought to you by: Top Takeaways Connect where others neglect Establish an offline connection Use email to keep things moving Be original
  33. 33. Brought to you by: Speakers Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Bob Birge Director of Marketing Blue Pillar
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