• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Email & Web marketing
 

Email & Web marketing

on

  • 669 views

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

Statistics

Views

Total Views
669
Views on SlideShare
668
Embed Views
1

Actions

Likes
0
Downloads
5
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Email & Web marketing Email & Web marketing Presentation Transcript

      • 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
      • 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
      • 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
      • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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