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DemandGen EMEA: Generation Webcast #10Case Study:    ECI Telecom : How to use content marketing and               advanced...
Who are DemandGen?       Lead Management, Marketing Automation and Demand Generation know-howJohn SweeneyCustomer Success ...
Content Marketing Summit     This webinar is part of the Content    Marketing Summit on BrightTALK™If you want to organize...
Laying the Groundworkfor a Great First DateHow to use content marketing andadvanced segmentation to re-engage adormant dat...
Thecompany       ECI TelecomThe           B2B telecom market,marketplace   12-18 month complex sales cycle              Ne...
Case study background Dormant database Existing tactics ineffective Already spent budget to get  these inquiries   Opt...
The challenge Re-engage these  existing leads at low  cost Leads that already exist  are of higher quality –  then picki...
The goal
The goal
Name        Address                  P.number          E mail David           132, Bridgtown BG23         Missing        M...
Getting ready for your first date     Step 1                     Step 3   Find right                Look your best   incen...
1    What is the enticing call to action?     How will you use that to re-engage your database?Result: Found the right inc...
2   How do you put your best foot forward?    You only have one chance to make a great impression.            Result: Spar...
How to put it all together with the right     3     finishing touches.Result: Look different than the day-to-day; making y...
4        What questions should you be asking?What kind        What’s        Where didof food do        your         you go...
SEND
1st date
Great first date Step 1Find rightincentive        1
Great first date              2     Step 2Put your best foot     forward
Great first date   Step 3Look your best    3
Great first date             4   Step 4Fill in missing    details
Great first date   Step 3Look your best    3
Great first date   Step 3Look your best    3
Great first date results                     %                     % Emails    Opens    Open       Click-    Visitor    Fo...
Bad first date Step 1Find rightincentive        1
Bad first date Step 1Find rightincentive        1
Bad first date results                     %                     % Emails    Opens    Open       Click-    Visitor    Form...
Another great first date Step 1Find rightincentive        1
Another great first date              2     Step 2Put your best foot     forward
Another great first date   Step 3Look your best    3
Another great first date             4   Step 4Fill in missing    details
Another great first date results                     %                     % Emails    Opens    Open       Click-    Visit...
Pre-date checklist    Step 1                           Step 3  Find right                     Look your best  incentive   ...
Pre-date checklist   Step 1                            Step 3  Find right                     Look your best  incentive   ...
Top takeaways  Find the best incentive –  content
Top takeaways  Find the best incentive –  content  Make the best impression –  make your audience take  notice and want to...
Top takeaways  Find the best incentive –  content  Make the best impression –  make your audience take  notice and want to...
Renee Himelhoch Chemel  renee.chemel@ecitele.com
Next Webcast: Marketing Automation #11                         Generating revenue from Inbound                         Mar...
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How to use content marketing and advanced segmentation to re-engage a dormant database

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Renee Chemel provided examples of successful (and not so successful) re-engagement campaigns.

Live recording on http://www.brighttalk.com/webcast/43/41435

Published in: Business, News & Politics
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  • “DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems. We are the trusted advisor to the world's leading sales and marketing teams combining superior service, business process, and technology expertise.”
  • “DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems. We are the trusted advisor to the world's leading sales and marketing teams combining superior service, business process, and technology expertise.”
  • Transcript of "How to use content marketing and advanced segmentation to re-engage a dormant database "

    1. 1. DemandGen EMEA: Generation Webcast #10Case Study: ECI Telecom : How to use content marketing and advanced segmentation to re-engage a dormant database March 14th 2012 (10amUK/11am CET) Renee Himelhoch Chemel John Sweeney Sr. Marketing Manager, Customer Success Director Global Programs DemandGen UK ECI Telecom Twitter #MARKOPS
    2. 2. Who are DemandGen? Lead Management, Marketing Automation and Demand Generation know-howJohn SweeneyCustomer Success DirectorDemandGen UK• John.sweeney@demandgen.com• DDI: +44 207 096 1835• www.demandgen.co.uk #363 in Inc. Magazines 30th (2011) Annual “Fastest• L “B2B Marketing Automation UK” Growing Private Companies”
    3. 3. Content Marketing Summit This webinar is part of the Content Marketing Summit on BrightTALK™If you want to organize your own webinars and videos - request a free trial and callback from the product pages (at the bottom of the screen).
    4. 4. Laying the Groundworkfor a Great First DateHow to use content marketing andadvanced segmentation to re-engage adormant databaseRenee Himelhoch ChemelSr. Marketing Manager, Global Programs
    5. 5. Thecompany ECI TelecomThe B2B telecom market,marketplace 12-18 month complex sales cycle Network infrastructure solutionsThe product for telecom providers Automated email marketing subscriptionThe channel re-engagementThe Start conversation in order to put intocampaignobjective nurturing
    6. 6. Case study background Dormant database Existing tactics ineffective Already spent budget to get these inquiries  Opt-in already Costs 5x more to find new lead – then re-engage existing one If do nothing – real waste
    7. 7. The challenge Re-engage these existing leads at low cost Leads that already exist are of higher quality – then picking up someone new Need to entice them with some incentive
    8. 8. The goal
    9. 9. The goal
    10. 10. Name Address P.number E mail David 132, Bridgtown BG23 Missing Missing 4YZ England Jacob Missing Missing Jacob@gmail.com Sit Danny Gat Missing 83733041193655 Missing Gordon 101, Oak Da91 1KE Ron California Missing Missing Missing 02322354877600 by513@domain.comBarney Clean
    11. 11. Getting ready for your first date Step 1 Step 3 Find right Look your best incentive 1 2 3 4 Step 2 Step 4 Put your best foot Fill in missing forward details
    12. 12. 1 What is the enticing call to action? How will you use that to re-engage your database?Result: Found the right incentive to re-ignite engagement
    13. 13. 2 How do you put your best foot forward? You only have one chance to make a great impression. Result: Spark was created
    14. 14. How to put it all together with the right 3 finishing touches.Result: Look different than the day-to-day; making you feel different
    15. 15. 4 What questions should you be asking?What kind What’s Where didof food do your you go to you like? hobby? school? Wherewere you What is born? your sign?Result: With the right answers segmentation was complete
    16. 16. SEND
    17. 17. 1st date
    18. 18. Great first date Step 1Find rightincentive 1
    19. 19. Great first date 2 Step 2Put your best foot forward
    20. 20. Great first date Step 3Look your best 3
    21. 21. Great first date 4 Step 4Fill in missing details
    22. 22. Great first date Step 3Look your best 3
    23. 23. Great first date Step 3Look your best 3
    24. 24. Great first date results % % Emails Opens Open Click- Visitor Form Click-Received Rate (%) Through Click- Submits through to through Conversio Rate (%) n Rate (%)19674 2496 12.68% 975 39.06% 370 37.95%
    25. 25. Bad first date Step 1Find rightincentive 1
    26. 26. Bad first date Step 1Find rightincentive 1
    27. 27. Bad first date results % % Emails Opens Open Click- Visitor Form Click-Received Rate (%) Through Click- Submits through to through Conversio Rate (%) n Rate (%)19627 519 2.64% 54 10.40% 17 31.48%
    28. 28. Another great first date Step 1Find rightincentive 1
    29. 29. Another great first date 2 Step 2Put your best foot forward
    30. 30. Another great first date Step 3Look your best 3
    31. 31. Another great first date 4 Step 4Fill in missing details
    32. 32. Another great first date results % % Emails Opens Open Click- Visitor Form Click-Received Rate (%) Through Click- Submits through to through Conversio Rate (%) n Rate (%)31743 4568 14.39% 654 14.32% 378 57.80%
    33. 33. Pre-date checklist Step 1 Step 3 Find right Look your best incentive Design and Content implementation 1 2 3 4 Step 2 Step 4 Put your best foot Fill in missing forward details Power of subject line Segmentation
    34. 34. Pre-date checklist Step 1 Step 3 Find right Look your best incentive Design and Content implementation 1 2 3 4 Nurturing Program Step 2 Step 4 Put your best foot Fill in missing forward details Power of subject line Segmentation
    35. 35. Top takeaways Find the best incentive – content
    36. 36. Top takeaways Find the best incentive – content Make the best impression – make your audience take notice and want to know more
    37. 37. Top takeaways Find the best incentive – content Make the best impression – make your audience take notice and want to know more Segment in order to push inquiries through funnel to revenue
    38. 38. Renee Himelhoch Chemel renee.chemel@ecitele.com
    39. 39. Next Webcast: Marketing Automation #11 Generating revenue from Inbound Marketing and Social Media” Apr 12th - 1pm UK/2pm CETReinhard JanningCEO – DemandGen Europe
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