The marketing and advertising industries are changing dramatically. One trend you will notice is how content marketing is evolving and becoming more and more engagement based. In this webinar, learn from leading IT-related magazine publisher, Ziff Davis Enterprise, on how their email program is changing engagement marketing. Peter Westerman, Ziff Davis Enterprise's SVP of Audience Marketing, will take you through all the best practices and steps they took to create quality content for their highly engaging and successful email programs.

1. Webinar
USING EMAIL TO CONTINUOUSLY ENGAGE
USERS AND DRIVE PRODUCT INNOVATION
- A Ziff Davis Enterprise Case Study
February 8th, 2011
✆ Dial-in telephone: +1 (312) 878-0511
Access code: 850-416-164
Webinar ID: 988-535-784

2. BEFORE WE GET STARTED…
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Vice-President of Services
deck within 1 to 2 business days
WhatCounts
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3. TWEET!
Twitter about the webinar using #whatcounts
Follow:
@WhatCounts
@pwesterman
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4.  Moving forward as a rebranded WhatCounts using the
WhatCounts robust and flexible technology.
 We have a much larger foot print, with offices in Atlanta,
Washington D.C., Seattle, and Sydney, Australia
 Team members will be able provide more resources and
opportunities for our clients and partners.
 We will be able to better maximize our customers’
revenue opportunity while improving production efficiency
and reducing cost.
 Union reinforces our commitment to a culture focused on
customer service and satisfaction
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5.  One of the only ESPs with flexible deployment options including
SaaS, On-premise appliance (Broadcaster), and Managed
Services.
 Dedicated account model with a history of commitment to
exemplary customer service.
 Campaign Production Services – our team members are able to
help you implement best practices on a daily basis.
 Full Video and Social Integration.
 Long list of marquee clients include Costco, Alaska Airlines,
MSNBC.com FOXNews, Pandora, Virgin America, Ziff Davis
Enterprises, AARP & NEA
 Proud of its customer focus and 90%+ customer retention rate.
Recently recognized as a Finalist for the 2011 Stevie Award for
Customer Service.
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6. Speaker
Peter Westerman
Audience Marketing, Ziff Davis Enterprise
peter.westerman@ziffdavisenterprise.com
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7. AGENDA
• Role of eMail in ZDE’s Business
• Aligning Content, Audience and Offer for
Results
• Case Studies
• Lead Nurture With eMail
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8. EMAIL SUPPORTS ALL ZDE LINES OF BUSINESS
• Lead Generation • F2F events
• Content Syndication • Publications
• eSeminars • Websites, forums, blogs
• Digital Universities • Research
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9. What is your marketing focus?
 Business to Business
 Business to Consumer
 Both B2B and B2C
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10. ZDE TODAY: DATA-DRIVEN, RESPONSE-ORIENTED
Virtually all Ziff Davis Enterprise audience recruitment &
retention is done online & by phone
Hybrid In-House / Out-of-House customer database
solution
•7M total customer records
•5.2M under active management
•1.5M prospect database
•Inputs include publications, live events, eSeminars, white paper
libraries, etc.
Prospecting database covering industry verticals, installed
base of technology, etc.
40+ eNewsletters
20+ Web sites
26 million page views/month
25+ monthly eSeminars
100k user registration transactions/month
60+ lead gen programs/month
15+ major research studies/year
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11. 3 PILLARS SUPPORT ENGAGEMENT
MARKETING AT ZDE
Compelling Content Engaged Audience Professional Execution
• Respected and sought- • Audience targeting using • Content and audience
after media platforms user-supplied data, alignment with client
• Effective content aligned observed behavior, data goals
with audience, message enrichment • Integration of audience
and campaign goals • Creative development delivery with content
• Content that: • Trigger-based marketing development
• Builds Trust and • Lead disposition • Program management
Credibility • Best Practices for: • Repeatable business
• Secures Market • Cadence of customer processes best practices
Position contact to ensure positive
• Captures New • Content-based results
Business marketing
• Closes Sales • Message maps and
• Has measurable ROI message continuity
• Off-ramps to sales and
marketing
Managed by marketing pros with each domain expertise
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12. OUR MOST SUCCESSFUL PROGRAMS START WITH
COMPREHENSIVE UNDERSTANDING OF CLIENT GOALS
• Comprehensive discovery process about products,
customers and their purchasing process
• Combined with best practices based on the
thousands of campaigns ZDE has run over the
past 5 years
• Alignment of client and ZDE best practices around
content, prospect targeting and creative execution
• Set-up of measurement, analysis, and reporting
support specific to program goals
The success of virtually every program we create is user
engagement with content
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13. AND IS USED TO ACHIEVE A VARIETY OF CLIENT
OBJECTIVES
 IT magazines  Events/conferences
 IT sites  Blogs/forums
 RSS/newsletters  Podcasts
 ROI calculators  Vendor sites
 White papers  Webinars
 IT-analyst reports  Web videos
 Tools/widgets  Virt. tradeshows
 Demos/trials  Podcasts
 Mini-sites
 Demos/trials  ROI calculators
 Tools/widgets  Vendor sites
 IT-analyst reports
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14. OUR MOST SUCCESSFUL PROGRAMS
• Maximize engagement from prospects with a high probability of
conversion
• Limit interruptions/delays/hurdles to accessing offers
• Rotate and refresh assets
• Educate, and don’t demonstrate
• Describe a solution to a business problem/opportunity, not a product
• Allow enough time to align with product sales cycles
• Don’t discard valuable leads, through arbitrary filters
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15. CONTENT IS KING
• Experience demonstrates the quality of a program’s content/offer
delivered to a relevant prospect is the most important determinate of
success
• Content is the currency being exchanged for customer/prospect’s data
and interaction – it must be compelling!
• Multiple voices; Vendor, 3rd Parties, and Peers are essential to driving
results – Vendor only content is a liability
• Must be aligned with audience issues, problems, solutions
• Must be recent and relevant to them and their job
• Emotional engagement with the client is key
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16. CONTENT IS ALIGNED TO AUDIENCE
Prospects activated, opted-in
via brand engagement
5.2M contact records 1.5M prospect records
• Publication subscribers • Custom-built prospect panels
• eSeminar registrants and evergreen data sources
• Web Buyer’s Guide members • Deep dives: Healthcare, Federal
• F2F event registrants Government, Financial Services
• Virtual Trade Show registrants • F2000 Senior IT
• Newsletter subscribers • Installed base of technology
• Web site registrants • Other data licensed as needed
• Targeted prospecting
Sales prospects and leads
surfaced through targeting, Verified Data
Self-Reported Information
engagement •Industry classifications (SIC, NAICS)
• Industry segments
• Job function/title •Job function/title
• Firmographic information •Firmographic information (DUNs)
• Transaction history •Installed base of technology
• Installed base of technology •Street addresses
•Parent/child business relationships
•3rd-party data relationships if required
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17. PUTTING IT ALL TOGETHER
TIMING OFFER
SALES
OPPORTUNITY
= OUTCOME
ACCOUNTABILITY
AUDIENCE CONTENT
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18. Are you currently doing any triggered
based email marketing?
 Yes, we have a few programs set up
 Yes, we have many advanced programs set up
 No, but we plan to in the future
 No, and I am not sure how to go about setting them up
 No, and we don’t plan on it
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19. CASE STUDY: ESEMINAR
• Deployment lists
selected/segmented based
on job function, company
size, industry, past user
behavior, propensity to
attend eSeminars
• Trigger-based emails sent
to: users who open, users
who click, users who
abandon registration (has a
tangible impact on
conversion recovery)
• Trigger-based confirmation
and reminders to
registrants (Increases
show rates)
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20. CASE STUDY: ESEMINAR
• Follow-up sent to no-shows
(recovers no-shows as on-
demand viewers)
• Thank you and cross-
promo sent to attendees
(upsell)
• Depending on the program,
api calls are made from our
CRM to WhatCounts for
deployment, or managed
within WhatCounts, or
managed from the event
platform
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21. CASE STUDY: LEAD GENERATION
• Opt-in
eNewsletters on
various topics
deployed daily
• Segmented based on
ISP, company size,
job function, topic
• Some use of dynamic
content based on
data we persist at
WhatCounts
• Partial members
sent through
standard
registration path
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22. CASE STUDY: LEAD GENERATION
• Full members sent to
landing pages that pre-pop,
only displaying questions
not yet answered by users
• Some programs involve
subsequent triggered-
based email based on user
engagement scoring
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23. Have any of you developed any multi-
touch lead nurture plans to dictate
your triggered email programs?
 Yes
 Yes and it is very advanced
 No and I am not sure what this is
 No but we plan to in the future
 No and we don’t plan to
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24. PROSPECT NURTURE AFTER 1ST ENGAGEMENT
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25. EMAIL-DRIVEN LEAD ACCELERATION
Stage
Custom Questions Nurturing &
Lead Generation Appended Data
& Scoring Reporting
Content Part of Download Addition of data from email nurturing &
syndication Registration Process syndicated sources re-scoring
Process Detail
Establishes BANT Telephone screening
Registration/Lead (Optional)
criteria
Data Capture Re-contact for full
Numerical lead qualification of lead
Any Out-of-target scoring & reporting form
Leads Filtered Out for prioritization
Automated form
abandonment reminders
Initial outreach Initial segmentation Nurture and dynamic scoring
And recruitment and nurture paths
Contact BANT Next Steps
Data Collected
Company Type
Company/Organization Current Solution Lead
Business Description Distribution
Address Product Solution SIC Code And
Telephone Interest
Industry DUNS# Disposition
Purchase Time Frame Solutions /Requirements
Co Size
IT Decision Authority
25 Job Function/Title
Role in Purchase Process Budget Status Integrated

26. SUMMARY
• Email is integral to every line of our business
• Each business has evolved best practices based on testing and iteration
• Every program is custom, but they all share common building blocks
• Questions?
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27. Would you be interested in hearing
more from WhatCounts about any of
the following:
 More re-engagement tactics specifically tailored to your business
 Lifecycle marketing strategy best practices
 Email deliverability tips and consultation services
 Best ways for integrating email & social media
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28. Q&A
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29. Next Webinar
“How To Use Competitive Intelligence
To Understand Email Best Practices”
Tuesday, March 8th
10:30 AM Pacific / 1:30 PM Eastern
Featuring Carter Nicholas,
CEO, eDataSource
More Info To Come Shortly
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30. Contact Peter Westerman:
Audience Marketing,
Ziff Davis Enterprise
peter.westerman@ziffdavisent
erprise.com
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31. Contact Us
WhatCounts, Inc.
315 5th Avenue South, Suite 800
Seattle, WA 98104
800-440-7005
www.whatcounts.com
Twitter @whatcounts
sales@whatcounts.com
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