<ul><li>Importance of user-specific message content targeting specific purchaser motivations </li></ul><ul><li>Need for we...
<ul><li>Identify with Specific Customer Needs </li></ul><ul><li>segment by user application to tailor each pitch  in the l...
<ul><li>Define the Target Zone </li></ul><ul><li>Identify your competitive differentiators, Why should a client listen to ...
<ul><li>Commit to becoming your customers’ </li></ul><ul><li>strategic business partner </li></ul><ul><li>Present your pro...
user-specific segmentation example:  <ul><li>Systems Integrity: network stability, availability, business continuity </li>...
Email & Website  Lead Generation CAMPAIGN MANAGEMENT KEYS <ul><li>Importance of user-specific campaigns that  target speci...
2) Supporting website, collateral, or webinar  provides immediate followup which validates  email claims & supports call t...
Read our Customer Testimonials, Examine Case Study View online animated  tutorial demonstrating application- specific prod...
Email & Website  Lead Generation CAMPAIGN MANAGEMENT KEYS <ul><li>Importance of user-specific campaigns that  target speci...
Read our Customer Testimonials, Examine Case Study View online animated  tutorial demonstrating application- specific prod...
Email & Website  Lead Generation CAMPAIGN MANAGEMENT KEYS <ul><li>Importance of user-specific campaigns that  target speci...
4)  Confirmation “Thank You”  emailed to  prospect 3) Lead automatically forwards to  niche Sales or Reseller (data is als...
Automation Strategy using Web-based AdTrack, SalesForce, or NetSuite <ul><li>Lead Capture:  targeted outreach generates ma...
Sales Lead Distribution New Promotions Re-Use of Database is Free Response Follow Up DATABASE Follow Up Selected  download...
Sales & VAR Evaluation / Motivation <ul><li>Monitoring Sales Progress  Sales / Reseller   VP can monitor progress of indiv...
Program Evaluation ROI Calculations <ul><li>SALES PIPELINE </li></ul><ul><ul><li>CUSTOMER RETENTION </li></ul></ul><ul><ul...
thank you   <ul><li>Importance of user-specific campaigns that  target specific purchaser motivations </li></ul><ul><li>Ne...
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Email & Web marketing

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4 critical categories which make email marketing campaigns succeed for lead generation in B2B marketing

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Email & Web marketing

  1. 1. <ul><li>Importance of user-specific message content targeting specific purchaser motivations </li></ul><ul><li>Need for website support elements that are referenceable to the campaign offer </li></ul><ul><li>Need to align web & collateral messages to consistently reinforce campaign messages </li></ul><ul><li>Automated Lead Management - generation, distribution, & monitoring </li></ul>Email & Website Lead Generation CAMPAIGN MANAGEMENT KEYS TO INCREASING DEMAND & VALID LEADS uses RH sample images from previous campaigns
  2. 2. <ul><li>Identify with Specific Customer Needs </li></ul><ul><li>segment by user application to tailor each pitch in the language & concerns specifically used by that audience to build instant relevance </li></ul><ul><li>Write a “Positioning Platform” - define how your tech’s features can deliver business solutions supporting a client’s revenue goals click for RH sample Platform on Slideshare ) </li></ul><ul><li>user-specific content targeting specific purchasing motivations </li></ul>CAMPAIGN MANAGEMENT KEYS
  3. 3. <ul><li>Define the Target Zone </li></ul><ul><li>Identify your competitive differentiators, Why should a client listen to me vs, others? </li></ul><ul><li>Now test your pitch on a friendly customer – does he believe your pitch has value for him? Work it until you get enthusiastic feedback. </li></ul><ul><li>user-specific content targeting specific purchasing motivations </li></ul>CAMPAIGN MANAGEMENT KEYS
  4. 4. <ul><li>Commit to becoming your customers’ </li></ul><ul><li>strategic business partner </li></ul><ul><li>Present your product / service solution as an essential enabler of your prospects’ core business goals </li></ul><ul><li>Make the investment in time to build effective outbound messaging – two week’s foundation building will yield years of revenue gain </li></ul><ul><li>user-specific content targeting specific purchasing motivations </li></ul>CAMPAIGN MANAGEMENT KEYS
  5. 5. user-specific segmentation example: <ul><li>Systems Integrity: network stability, availability, business continuity </li></ul><ul><li>System-wide Security: spanning all personal devices, virtual machines </li></ul><ul><li>Conformability enabling real-time response to flux: peak traffic, new virtual nodes & personal devices </li></ul><ul><li>Manpower Efficiency & Productivity: instant diagnosis simplifies repair, lowers OPEX </li></ul><ul><li>Staff Sanity: reducing chaos, frustration, futility </li></ul>USER SEGMENTS = DEMAND DRIVERS example for the IT Services Crowd <ul><li>user-specific content targeting specific purchasing motivations </li></ul>CAMPAIGN MANAGEMENT KEYS
  6. 6. Email & Website Lead Generation CAMPAIGN MANAGEMENT KEYS <ul><li>Importance of user-specific campaigns that target specific purchaser motivations </li></ul><ul><li>Need for website landing pages referenceable to the campaign offer </li></ul><ul><li>Need to align web & collateral messages to consistently reinforce campaign messages </li></ul><ul><li>Automated Lead Management - generation, distribution, & monitoring </li></ul>
  7. 7. 2) Supporting website, collateral, or webinar provides immediate followup which validates email claims & supports call to action (Link on Email jumps prospect to APPLICATION-SPECIFIC web page) <ul><li>Email sent to members of an application segment offering them a compelling value proposition </li></ul>TARGETED LIST content driven outreach TARGETED CONTENT 2) web site support elements referenced in the campaign CAMPAIGN MANAGEMENT KEYS
  8. 8. Read our Customer Testimonials, Examine Case Study View online animated tutorial demonstrating application- specific productivity enhancement Signup for Hosted Event Or Web Seminar Website Support Elements Download App Notes & Datasheets 2) web site support elements referenced in the campaign CAMPAIGN MANAGEMENT KEYS
  9. 9. Email & Website Lead Generation CAMPAIGN MANAGEMENT KEYS <ul><li>Importance of user-specific campaigns that target specific purchaser motivations </li></ul><ul><li>Need for website support elements referenceable to the campaign offer </li></ul><ul><li>Align web & collateral messages to consistently reinforce campaign messages </li></ul><ul><li>Automated Lead Management - generation, distribution, & monitoring </li></ul>
  10. 10. Read our Customer Testimonials, Examine Case Study View online animated tutorial demonstrating application- specific productivity enhancement Signup for Hosted Event Or Web Seminar Website Support Elements <ul><li>product / service solution explained as essential enabler of prospects’ core business goals </li></ul><ul><li>competitive differentiators </li></ul><ul><li>language & concerns unique to user audience builds instant relevance </li></ul>Download App Notes & Datasheets 3) align web messaging to match campaign themes for coherence CAMPAIGN MANAGEMENT KEYS Current Website is feature driven not solutions centric
  11. 11. Email & Website Lead Generation CAMPAIGN MANAGEMENT KEYS <ul><li>Importance of user-specific campaigns that target specific purchaser motivations </li></ul><ul><li>Need for website support elements referenceable to the campaign offer </li></ul><ul><li>Align web & collateral messages to consistently reinforce campaign messages </li></ul><ul><li>Automated Lead Management - generation, distribution, & monitoring </li></ul>
  12. 12. 4) Confirmation “Thank You” emailed to prospect 3) Lead automatically forwards to niche Sales or Reseller (data is also captured & owned for later nurturing & re-use) 2) Prospect defines his needs or concerns for followup sales action Website Lead Capture 1) Email call to action triggers prospect help screen 4) automated lead management CAMPAIGN MANAGEMENT KEYS
  13. 13. Automation Strategy using Web-based AdTrack, SalesForce, or NetSuite <ul><li>Lead Capture: targeted outreach generates market-specific lead coding. This coding then filters leads into separate sales / reseller bins: - Ad & tradeshow responses filtered @ AdTrack into segmented bins - Web site & direct outreach generate segmented email responses that automatically dump into segmented AdTrack bins </li></ul><ul><li>Lead Distribution Leads for each niche automatically forward to segment-specific sales people </li></ul><ul><li>Sales Automation Each lead can be responded to with customized letters & literature paks, email, special offers, invitations to hosted events or web seminars. Entire activity driven online by each sales person, Fulfillment out of AdTrack </li></ul><ul><li>Account Activity Management Each lead has a comprehensive sales activity panel tracking all contacts, schedules, and transactions (viewable by Mrktg VP) </li></ul><ul><li>Sales Progress Monitoring Mrktg VP can review online a real-time tally of new lead count & individual account activity. In addition, AdTrack generates full, customized reporting </li></ul>4) automated lead management CAMPAIGN MANAGEMENT KEYS
  14. 14. Sales Lead Distribution New Promotions Re-Use of Database is Free Response Follow Up DATABASE Follow Up Selected download to Salesman’s Outlook <ul><li>Handhelds </li></ul><ul><li>Palm </li></ul><ul><li>Visor </li></ul>Sales Force Automation Complete Contact History & Sales Force Automation. All performed on web page from any Computer w/ securtity for each sales rep Typical Response Breakdown: 800 # = 20% Web = 60% Reader response card = 20% Lead Fulfillment <ul><li>Direct Mail Response </li></ul><ul><li>Collateral Insert </li></ul><ul><li>Customized Letters </li></ul><ul><li>Personalized </li></ul>COST $0.74 ea. COST $3.25 PER CAPTURED LEAD COST $1.3K / MO COST $125 / MO Automation Strategy using Web-based AdTrack Est cost for year @ 24000 leads = $60k Email Leads Web Leads TS Leads Sales List COST COST COST 4) automated lead management CAMPAIGN MANAGEMENT KEYS
  15. 15. Sales & VAR Evaluation / Motivation <ul><li>Monitoring Sales Progress Sales / Reseller VP can monitor progress of individual account activity. Can pro-actively determine if individual sales person is aggressively pursuing leads using established contact development strategy </li></ul><ul><li>Account Closing Ratio – Sales Volume Quarterly evaluation of closing skills. Competitive ranking in volume </li></ul><ul><li>Competitive Ranking Quarterly (or monthly) newsletter tallies running leaders, describes motivational prizes. Reminds them of product and sales training aids available </li></ul><ul><li>Rewards Program Delivers recognition and motivation for superior performance – - highest volume closer award for each market segment - best annual growth award for each market segment - winners deliver motivational seminar to help the rest of the teams </li></ul>4) automated lead management CAMPAIGN MANAGEMENT KEYS
  16. 16. Program Evaluation ROI Calculations <ul><li>SALES PIPELINE </li></ul><ul><ul><li>CUSTOMER RETENTION </li></ul></ul><ul><ul><li>VALUED CUSTOMER UPSELLING </li></ul></ul><ul><ul><li>NEW CUSTOMER ACQUISITION </li></ul></ul><ul><ul><li>COMPETITIVE MARKETSHARE </li></ul></ul><ul><ul><li>NEW VERTICAL LAUNCH </li></ul></ul><ul><li>METRICS </li></ul><ul><ul><li>PROGRAM COST & SCHEDULE TARGETS </li></ul></ul><ul><ul><li>QUANTITY OF LEADS & COST PER LEAD </li></ul></ul><ul><ul><li>QUALITY OF LEADS & LEAD CONVERSION RATIO </li></ul></ul><ul><ul><li>QUALITY / EFFECTIVENESS OF OFFER (TEST KIT RESPONSE RATE) </li></ul></ul><ul><ul><li>CLICK-THRUS VS. LEAD RATIO </li></ul></ul><ul><ul><li>LEAD DISTRIBUTION BY SALES REGION </li></ul></ul>4) automated lead management CAMPAIGN MANAGEMENT KEYS
  17. 17. thank you <ul><li>Importance of user-specific campaigns that target specific purchaser motivations </li></ul><ul><li>Need for website support elements that are referenceable to the campaign offer </li></ul><ul><li>Need to align web & collateral messages to consistently reinforce campaign messages </li></ul><ul><li>Automate Lead Management - generation, distribution, & monitoring </li></ul>CAMPAIGN MANAGEMENT KEYS TO INCREASING DEMAND & VALID LEADS Case Studies on my Direct Marketing successes : http://members.aceweb.com/richardhurn/dmcas0.htm
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