Your SlideShare is downloading. ×
0
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Email & Web marketing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Email & Web marketing

549

Published on

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

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

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
549
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1.
    • Importance of user-specific message content targeting specific purchaser motivations
    • Need for website support elements that are referenceable to the campaign offer
    • Need to align web & collateral messages to consistently reinforce campaign messages
    • Automated Lead Management - generation, distribution, & monitoring
    Email & Website Lead Generation CAMPAIGN MANAGEMENT KEYS TO INCREASING DEMAND & VALID LEADS uses RH sample images from previous campaigns
  • 2.
    • Identify with Specific Customer Needs
    • segment by user application to tailor each pitch in the language & concerns specifically used by that audience to build instant relevance
    • 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 )
    • user-specific content targeting specific purchasing motivations
    CAMPAIGN MANAGEMENT KEYS
  • 3.
    • Define the Target Zone
    • Identify your competitive differentiators, Why should a client listen to me vs, others?
    • Now test your pitch on a friendly customer – does he believe your pitch has value for him? Work it until you get enthusiastic feedback.
    • user-specific content targeting specific purchasing motivations
    CAMPAIGN MANAGEMENT KEYS
  • 4.
    • Commit to becoming your customers’
    • strategic business partner
    • Present your product / service solution as an essential enabler of your prospects’ core business goals
    • Make the investment in time to build effective outbound messaging – two week’s foundation building will yield years of revenue gain
    • user-specific content targeting specific purchasing motivations
    CAMPAIGN MANAGEMENT KEYS
  • 5. user-specific segmentation example:
    • Systems Integrity: network stability, availability, business continuity
    • System-wide Security: spanning all personal devices, virtual machines
    • Conformability enabling real-time response to flux: peak traffic, new virtual nodes & personal devices
    • Manpower Efficiency & Productivity: instant diagnosis simplifies repair, lowers OPEX
    • Staff Sanity: reducing chaos, frustration, futility
    USER SEGMENTS = DEMAND DRIVERS example for the IT Services Crowd
    • user-specific content targeting specific purchasing motivations
    CAMPAIGN MANAGEMENT KEYS
  • 6. Email & Website Lead Generation CAMPAIGN MANAGEMENT KEYS
    • Importance of user-specific campaigns that target specific purchaser motivations
    • Need for website landing pages referenceable to the campaign offer
    • Need to align web & collateral messages to consistently reinforce campaign messages
    • Automated Lead Management - generation, distribution, & monitoring
  • 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)
    • Email sent to members of an application segment offering them a compelling value proposition
    TARGETED LIST content driven outreach TARGETED CONTENT 2) web site support elements referenced in the campaign CAMPAIGN MANAGEMENT KEYS
  • 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. Email & Website Lead Generation CAMPAIGN MANAGEMENT KEYS
    • Importance of user-specific campaigns that target specific purchaser motivations
    • Need for website support elements referenceable to the campaign offer
    • Align web & collateral messages to consistently reinforce campaign messages
    • Automated Lead Management - generation, distribution, & monitoring
  • 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
    • product / service solution explained as essential enabler of prospects’ core business goals
    • competitive differentiators
    • language & concerns unique to user audience builds instant relevance
    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. Email & Website Lead Generation CAMPAIGN MANAGEMENT KEYS
    • Importance of user-specific campaigns that target specific purchaser motivations
    • Need for website support elements referenceable to the campaign offer
    • Align web & collateral messages to consistently reinforce campaign messages
    • Automated Lead Management - generation, distribution, & monitoring
  • 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. Automation Strategy using Web-based AdTrack, SalesForce, or NetSuite
    • 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
    • Lead Distribution Leads for each niche automatically forward to segment-specific sales people
    • 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
    • Account Activity Management Each lead has a comprehensive sales activity panel tracking all contacts, schedules, and transactions (viewable by Mrktg VP)
    • 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
    4) automated lead management CAMPAIGN MANAGEMENT KEYS
  • 14. Sales Lead Distribution New Promotions Re-Use of Database is Free Response Follow Up DATABASE Follow Up Selected download to Salesman’s Outlook
    • Handhelds
    • Palm
    • Visor
    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
    • Direct Mail Response
    • Collateral Insert
    • Customized Letters
    • Personalized
    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. Sales & VAR Evaluation / Motivation
    • 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
    • Account Closing Ratio – Sales Volume Quarterly evaluation of closing skills. Competitive ranking in volume
    • Competitive Ranking Quarterly (or monthly) newsletter tallies running leaders, describes motivational prizes. Reminds them of product and sales training aids available
    • 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
    4) automated lead management CAMPAIGN MANAGEMENT KEYS
  • 16. Program Evaluation ROI Calculations
    • SALES PIPELINE
      • CUSTOMER RETENTION
      • VALUED CUSTOMER UPSELLING
      • NEW CUSTOMER ACQUISITION
      • COMPETITIVE MARKETSHARE
      • NEW VERTICAL LAUNCH
    • METRICS
      • PROGRAM COST & SCHEDULE TARGETS
      • QUANTITY OF LEADS & COST PER LEAD
      • QUALITY OF LEADS & LEAD CONVERSION RATIO
      • QUALITY / EFFECTIVENESS OF OFFER (TEST KIT RESPONSE RATE)
      • CLICK-THRUS VS. LEAD RATIO
      • LEAD DISTRIBUTION BY SALES REGION
    4) automated lead management CAMPAIGN MANAGEMENT KEYS
  • 17. thank you
    • Importance of user-specific campaigns that target specific purchaser motivations
    • Need for website support elements that are referenceable to the campaign offer
    • Need to align web & collateral messages to consistently reinforce campaign messages
    • Automate Lead Management - generation, distribution, & monitoring
    CAMPAIGN MANAGEMENT KEYS TO INCREASING DEMAND & VALID LEADS Case Studies on my Direct Marketing successes : http://members.aceweb.com/richardhurn/dmcas0.htm

×