0
Michael Halper
Co-Founder – Sales Growth Hub
Founder and CEO – SalesScripter
Sales Growth Hub Webinar Series
What is the Sales Growth Hub?
Trusted Experts in Growing
Businesses!
Webinars, Videos, Articles,
eBooks, all FREE!
Communi...
Areas of Expertise
• Lead generation
• Search engine optimization
• Social media
• Web design
• Web development
• Sales co...
Hub Members
Webinar Schedule
4/23: How to Build an Over-Achieving Sales Force
– Sean Piket
5/7: How to Build Landing Pages that Conver...
Craig Klein
Co-Founder – Sales Growth Hub
Founder and CEO – SalesNexus
Designing Email Campaigns that
Generate Leads
Webinar Schedule
• CEO and Founder – SalesNexus.com
• CRM and Email Marketing
• 20+ years, hiring, training,
• Managing sa...
Agenda
• Big brands and small businesses all struggle to create email
marketing content that is compelling and engaging AN...
What are most brands doing now?
• Newsletters – links to blogs, staff & product updates, etc.
• Event Invitations – trade ...
Why It’s Not Working?
• Your Emails look the same as everyone else’s.
• Mobile! – 50% +
• Wrong people, wrong message, wro...
Campaign Segments
Cold Leads – old leads, purchased lists, industry group memberships
- Educational and Informative Conten...
Campaigns
 New Leads
 Qualified Prospects
 Cold Leads
 New Clients
Why It’s Not Working?
Lead
Conversion
I don’t have a problem!
I’m not trying to fix it!
New Lead
Qualified Lead
Closing
$ ...
Bad Timing
Why It’s Not Working?
30.0%
4.3%
0.5%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
1 HR OR LESS
1 TO 2 HRS
24 HOURS
Odds ...
Easy Win!
80% Not Closed
X 20% close rate
16% Customers
Later!
80% increase in
Sales!
Customers
20%
Qualified
30%
Contact
...
Sales Pitches Don’t Work
 Opt Out Accelerates
 Turn off most of your leads before
they’re ready to buy
Why It’s Not Working?
Lead
Conversion
Don’t try and sell me what I
don’t think I need!
New Lead
Qualified Lead
Closing
$ C...
Creating Your Campaign
1. Write down 4 Pain Questions
2. Find your content
3. Write the emails
Educational & Informative
Finding Content
Business Pain
• Revenue
• Costs
• Customers
Low revenue / market share / close rate
High cost of goods sol...
Educational & Informative
Email Example
Case Studies & Testimonials
Finding Content
Write the Email
• Subject Line – #1 most important factor.
• Focus on Pain
• Keep it short
• Video – 2x click rate!
Creating Your Campaign
• Write down 4 Pain Questions
• Find your content
• Write the emails
Making the Call
Make the Call
Sooner is better!
Great: 4 hours
Good: Same day
OK: Next day
Don’t bother: 2 or 3 days
Takeaways
1. No Content = No Long Term Relationship
2. Don’t Sell Until You’re Asked To
3. Everyone Has a Campaign – Incre...
Next Steps
1. Start a free LeadFerret account.
2. Get a SalesScripter account – identify your Pains.
3. Get a SalesNexus f...
Our Next Webinar!
• How to Build & Develop a Highly Productive Results-Driven Sales
Team
• Receive a copy of Sales Integri...
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Designing Email Campaigns that Generate Leads

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The Sales Growth Hub welcomes Craig Klein, founder and CEO of SalesNexus, who will discuss how to turn lists into leads! Whether it’s current customers, cold leads, trade association membership or acquired lists, every business needs to be able to send emails that create engagement.

In this webinar, Klein will focus on what works and what doesn’t work with email in 2014. You’ll learn a simple 3 step system to create emails that pre-qualify leads for sales people and create engagement with your audience.

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Transcript of "Designing Email Campaigns that Generate Leads "

  1. 1. Michael Halper Co-Founder – Sales Growth Hub Founder and CEO – SalesScripter Sales Growth Hub Webinar Series
  2. 2. What is the Sales Growth Hub? Trusted Experts in Growing Businesses! Webinars, Videos, Articles, eBooks, all FREE! Community where businesses and sales and marketing leaders meet.
  3. 3. Areas of Expertise • Lead generation • Search engine optimization • Social media • Web design • Web development • Sales consulting • Sales coaching • Sales tools and software • Customer relationship management • Sales training • Sales management • Marketing consulting • Email marketing • Branding • Video production • Public relations • Pay-per-click advertising • Digital marketing
  4. 4. Hub Members
  5. 5. Webinar Schedule 4/23: How to Build an Over-Achieving Sales Force – Sean Piket 5/7: How to Build Landing Pages that Convert – Chris Burres – CEO, E-Webstyle 5/21: The Future of Data-Driven Sales and Marketing – Forest Cassidy, Founder and CEO - LeadFerret 6/4: How to Lead a Successful Discovery Sales Meeting – Mike Faherty, Founder and CEO – ProSales Connection 6/18: Earn New Prospects, Convert Existing Prospects Through Multi-Touch Marketing – Bill Corbin, Founder and CEO – Enfront Micro-Marketing 7/9: How to Ethically Steal Content – Kate Frank, Owner – Kate Writes Right
  6. 6. Craig Klein Co-Founder – Sales Growth Hub Founder and CEO – SalesNexus Designing Email Campaigns that Generate Leads
  7. 7. Webinar Schedule • CEO and Founder – SalesNexus.com • CRM and Email Marketing • 20+ years, hiring, training, • Managing sales people in Energy & • Technology. • Author of Grow Sales with Emails, The Magic 5 of Content Based Email Marketing….
  8. 8. Agenda • Big brands and small businesses all struggle to create email marketing content that is compelling and engaging AND not spammy. • We'll discuss the fundamental principals of what works and what doesn't work in email marketing in 2014 • Describe a simple process to create campaigns that engage customers and pre-qualify them for sales contact or movement to a 2nd or 3rd tier of email campaigns.
  9. 9. What are most brands doing now? • Newsletters – links to blogs, staff & product updates, etc. • Event Invitations – trade shows, luncheons, webinars, etc. • Specific Calls to Action – sign up now, buy now, save now, etc.
  10. 10. Why It’s Not Working? • Your Emails look the same as everyone else’s. • Mobile! – 50% + • Wrong people, wrong message, wrong time • It’s all about you.
  11. 11. Campaign Segments Cold Leads – old leads, purchased lists, industry group memberships - Educational and Informative Content Referrals, Networking - Educational and Informative Content Web Leads - Competitive Comparisons, Case Studies, CTAs Qualified Prospects in the Pipeline - Case Studies, Testimonials, CTAs New Clients - How To, Best Practices, Upsell/Cross Sell Existing Clients - Upsell/Cross Sell, Surveys, Content Former Clients - Educational and Informative Content, Surveys
  12. 12. Campaigns  New Leads  Qualified Prospects  Cold Leads  New Clients
  13. 13. Why It’s Not Working? Lead Conversion I don’t have a problem! I’m not trying to fix it! New Lead Qualified Lead Closing $ Customers $
  14. 14. Bad Timing
  15. 15. Why It’s Not Working? 30.0% 4.3% 0.5% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 1 HR OR LESS 1 TO 2 HRS 24 HOURS Odds of Qualification
  16. 16. Easy Win! 80% Not Closed X 20% close rate 16% Customers Later! 80% increase in Sales! Customers 20% Qualified 30% Contact 20% No Contact 30% Lead Results Customers Qualified Contact No Contact
  17. 17. Sales Pitches Don’t Work  Opt Out Accelerates  Turn off most of your leads before they’re ready to buy
  18. 18. Why It’s Not Working? Lead Conversion Don’t try and sell me what I don’t think I need! New Lead Qualified Lead Closing $ Customers $
  19. 19. Creating Your Campaign 1. Write down 4 Pain Questions 2. Find your content 3. Write the emails
  20. 20. Educational & Informative
  21. 21. Finding Content Business Pain • Revenue • Costs • Customers Low revenue / market share / close rate High cost of goods sold / labor cost Poor delivery of services Personal Pain • Income • Career • Work Environment Low bonuses, commissions, compensation No recognition, no promotions / career path High workload, poor work–life balance Technical Pain • Processes • Systems • Employees Slow, broken, or manual processes Poor system or employee performance Lack of reliability
  22. 22. Educational & Informative
  23. 23. Email Example
  24. 24. Case Studies & Testimonials
  25. 25. Finding Content
  26. 26. Write the Email • Subject Line – #1 most important factor. • Focus on Pain • Keep it short • Video – 2x click rate!
  27. 27. Creating Your Campaign • Write down 4 Pain Questions • Find your content • Write the emails
  28. 28. Making the Call
  29. 29. Make the Call Sooner is better! Great: 4 hours Good: Same day OK: Next day Don’t bother: 2 or 3 days
  30. 30. Takeaways 1. No Content = No Long Term Relationship 2. Don’t Sell Until You’re Asked To 3. Everyone Has a Campaign – Increase Sales! 4. Try SalesScripter.com to identify Pains and Content Topics 5. Try LeadFerret.com to build your list.
  31. 31. Next Steps 1. Start a free LeadFerret account. 2. Get a SalesScripter account – identify your Pains. 3. Get a SalesNexus free trial send 1000 emails during the trial. 4. Get 500 free contacts with email addresses!
  32. 32. Our Next Webinar! • How to Build & Develop a Highly Productive Results-Driven Sales Team • Receive a copy of Sales Integrity’s new White Paper authored by Sean Piket with the same title as the webinar: “How to Build & Develop a Highly Productive Results-driven Sales Team”. • Presenter: Sean Piket, Founder and CEO – Sales Integrity Date : April 23, 2014 Time: 1:00 PM to 2:00 PM CST Register at: http://salesgrowthhub.com/how-to-build-an-over-achieving-sales- force/
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