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Outbound Marketing


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Outbound Marketing

  1. 1. TECHNO MARKETING E-Marketing Strategies That Every Entrepreneur Can & Should Utilize the outbound segment of marketing
  2. 2. Sales & Marketing <ul><li>Marketing is an investment in your future </li></ul><ul><li>Increase current customer value </li></ul><ul><li>Drive in more new business </li></ul><ul><li>Raise revenues and profits </li></ul><ul><li>Hard economic times are NOT the times to stop marketing – </li></ul><ul><li>they are the most important times to ACCELERATE your marketing efforts! </li></ul>
  3. 3. Sales & Marketing <ul><li>Have a marketing plan with clear goals </li></ul><ul><li>Know who you want as a customer </li></ul><ul><li>Implement, Track, Measure, Adjust </li></ul><ul><li>“ Nothing drives progress like the imagination.” Tom Peters, In Search of Excellence </li></ul>
  4. 4. Marketing Plans <ul><li>Define your objectives </li></ul><ul><li>Cover the dimensions: customers to be served; customer needs; technologies to be utilized </li></ul><ul><li>Address sales killers: indecisiveness, skepticism, indifference and confusion </li></ul><ul><li>Penetrate awareness within your target audience using integrated marketing </li></ul>
  5. 5. Effective Marketing <ul><li>Exposing your target audience to your name and your unique selling points (USP) as often as possible, in as many ways as possible, and as cost-effectively as possible. </li></ul>
  6. 6. Drip Marketing <ul><li>A drip marketing campaign </li></ul><ul><li>is an intricate </li></ul><ul><li>dance between you </li></ul><ul><li>and your target audience, </li></ul><ul><li>aimed at developing a trusted </li></ul><ul><li>relationship so that you can gain </li></ul><ul><li>permission to frequently continue a dialogue, </li></ul><ul><li>one piece at a time. </li></ul>
  7. 7. Dripping Effectively Friends Customers Prospects Fans Referrals <ul><li>Moves Prospects to Friends; Friends to Customers; and Customers into Raving Fans. </li></ul>
  8. 8. Drip Marketing <ul><li>A drip campaign uses multiple mediums , from email to handwritten notes, surveys, articles, invitations, promotional gift items and the like </li></ul><ul><li>Automate as much as possible </li></ul><ul><li>Track results </li></ul><ul><li>Adjust for greater results </li></ul>
  9. 9. START HERE <ul><li>Check your current database and clean up (hire a temp to make calls if necessary). </li></ul><ul><li>Segment your clients & prospects </li></ul><ul><li>Work with your tech person to understand what your current data collection and compiling systems can handle. </li></ul><ul><li>Take inventory of ALL of your marketing assets. </li></ul><ul><li>If you don’t have a CRM system – get one today! </li></ul>
  10. 10. CRM: Customer Relationship Management <ul><li>Database & Applications that allows you to have a perfect memory on customers and prospects! </li></ul><ul><li>Tool to identify, understand and better provide for your customers while building a relationship with each to improve satisfaction and maximize profits. </li></ul><ul><li>Understand, anticipate and respond to needs. </li></ul><ul><li>True value of any 1 customer is their future purchases – focus on customer share, not market share. </li></ul>
  11. 11. CRM <ul><li>Adapt, ClearC2, eNtillum, Exact, Infusion Soft, Interprise, Maximizer, Microsoft Dynamics, NetSuite, Parture, Pivotal, Sage (Act), SAP,, SugarCRM, Siebel CRM, Soffront….hosted or part self supported </li></ul>
  12. 12. Marketing Assets <ul><li>Brochures </li></ul><ul><li>Newsletters </li></ul><ul><li>Postcards </li></ul><ul><li>Business cards </li></ul><ul><li>Flyers </li></ul><ul><li>Sales letters </li></ul><ul><li>Photos / Artwork </li></ul><ul><li>Press Releases </li></ul><ul><li>Articles written </li></ul><ul><li>News stories </li></ul><ul><li>Press coverage </li></ul><ul><li>Awards </li></ul><ul><li>White Papers </li></ul><ul><li>Associations </li></ul><ul><li>Affiliations </li></ul><ul><li>Trophies </li></ul>
  13. 13. Segment <ul><li>To carry on a meaningful dialogue you </li></ul><ul><li>must be able to develop a system for </li></ul><ul><li>what you are going to say and </li></ul><ul><li>TO WHOM YOU ARE GOING TO SAY IT. </li></ul><ul><li>EX: There is no need to tell an existing customer using a particular service, the reasons to use that service. </li></ul><ul><li>Opportunity: you can suggest uses AND solicit feedback. </li></ul>
  14. 14. Data Segmentation <ul><li>Identify customers by buying history for frequency, volume and product/service purchased. </li></ul><ul><li>Classify customers by potential. </li></ul><ul><li>Clarify ‘buyers’ – individuals you are talking to and those that you should be talking to. </li></ul>
  15. 15. FIX’ER UP’ERS <ul><li>Clean up your website </li></ul><ul><li>Update marketing material and ADD to the mix </li></ul><ul><li>Get a signature on your emails </li></ul><ul><li>Get an identity on the internet: LinkedIn, Facebook, Blog, Squidoo, etc. </li></ul><ul><li>Order thank you notes, Birthday cards and congratulations notes! </li></ul><ul><li>If it isn’t going to be you- Assign a Drip Master </li></ul>
  16. 16. MEASURE FOR OPPORTUNITY <ul><li>Requires calls to action </li></ul><ul><li>A system that reports traffic </li></ul><ul><li>If it isn’t working – CHANGE IT! </li></ul>
  17. 17. Campaign Tracks <ul><li>OUTGOING: </li></ul><ul><li>COLD: no previous contact WARM: previous contact, but no personal relationship HOT: previous contact, relationship possibilities </li></ul><ul><li>INCOMING: </li></ul><ul><li>COLD: general inquiry from web search or call WARM: inquiry from ad or other medium HOT: inquiry from referral or other trusted medium </li></ul><ul><li>EXISITING: </li></ul><ul><li>COLD: haven’t ordered in a while (up to six months) WARM: have ordered but limited services or smaller ‘buys’ HOT: have placed large order or frequently orders </li></ul><ul><li>RED HOT: placed and made referrals </li></ul><ul><li>ALUMNI: </li></ul><ul><li>COLD: placed an order over a year or more ago WARM: placed within a 6 months to a year </li></ul><ul><li>ONE-OFFS: </li></ul><ul><li>ALL: thank you notes, birthdays, thought you should see…, congratulations… </li></ul>
  18. 18. CAMPAIGN FLOW Emails Brochures, Cards, etc. Thank You CRM
  19. 19. Drip Rules <ul><li>Touch target once every other week or once per month </li></ul><ul><li>Touch target with only 1 point / message / offer at a time </li></ul><ul><li>Touch target in a relevant and meaningful way – stimulate a dialogue, don’t deliver a sermon </li></ul>
  20. 20. ANTICIPATED, RELEVANT & PERSONAL <ul><li>Avoid Me Mail – Always position campaign components with WHAT ARE YOU GOING TO DO FOR THEM! </li></ul><ul><li>Have an incentive, recognition or </li></ul><ul><li>direct benefit. </li></ul><ul><li>Sweepstakes, Contest, Discount, Cash Back, Bonus Points, etc. </li></ul>
  21. 21. Attention! The most valuable asset any of us have today is time. Don’t waste it! If your message is not anticipated, relevant and personal then you have wasted yours and might risk losing permission to ‘talk’ to that person again. RECOMMENDED READING: Permission Marketing , Seth Godin
  22. 22. Stop The Narcissism <ul><li>Change your messages to be: </li></ul><ul><li>Personal: directly related to the target </li></ul><ul><li>HINT: change all the WEs to YOUs </li></ul><ul><li>Relevant: something the prospect/customer is interested in or could benefit from </li></ul>
  23. 23. Marketing Faux Pas <ul><li>Avoid marketing faux pas </li></ul><ul><ul><li>Don’t send an existing customer a general solicitation offer for a discount for new customers. (i.e. 10% off your first order) </li></ul></ul><ul><ul><li>Don’t send an existing customer a benefits solicitation for a service they are already buying. </li></ul></ul><ul><ul><li>Don’t misspell content – especially not their name or the company name! </li></ul></ul>
  24. 24. What Is A Good Email? <ul><li>Relevant message in subject line </li></ul><ul><li>From “you” is recognizable </li></ul><ul><li>Keep it Short </li></ul><ul><li>Call to Action </li></ul><ul><li>Images NOT imbedded </li></ul><ul><li>No attachments </li></ul><ul><li>Signature </li></ul><ul><li>Automated:;;; or a CRM system </li></ul><ul><li>Trackable for open rate, blocks, opt outs, link click through, and forwards </li></ul>
  25. 25. To: John Doe Date: October 22, 2008 From: Mardy Sitzer Subject: Demonstration of an email signature file Dear John, I wanted you to see what a signature file looks like, of course you can customize it anyway you like. In fact, we recommend changing it out from time to time by adding either a favorite quote or maybe making an announcement. Respectfully, Mardy Sitzer Bumblebee Design & Marketing 388 2 nd Avenue #217 New York, NY 10010 T: 212-677-4950 x 1029 F: 212-677-4051 Follow our blog at Creating the Buzz You Can Bank On!
  26. 26. Survey Survey Survey <ul><li>Let your customers know you are listening (feedback loop) </li></ul><ul><li>Find out what your customers think </li></ul><ul><li>Find out what your customers want/need </li></ul><ul><li>Let your prospects know you are listening (feedback loop) </li></ul><ul><li>Find out what your prospects think </li></ul><ul><li>Find out what your prospects want/need </li></ul>YOU MAY THINK YOU KNOW – YOU MIGHT EVEN KNOW…. BUT DO THEY KNOW YOU KNOW?
  27. 27. Did You Know <ul><li>Typically only 4% of dissatisfied customers will actually complain and every dissatisfied customer (96%) eventually tell 9 others! </li></ul><ul><li>SURVEYS and Customer Service follow up can turn this around! </li></ul><ul><li>Get the dissatisfied SATISFIED before they do brand damage! </li></ul>
  28. 28. SURVEYS <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>And of course you can always mail with a return postage paid envelope ;-) </li></ul>
  29. 29. TALENT RESOURCES <ul><li>Local colleges/universities for interns </li></ul><ul><li> </li></ul><ul><li> (your community or join one) </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Chamber of Commerce </li></ul><ul><li>SBA </li></ul>
  30. 30. Abbreviated Example <ul><li>The following demonstrates some of the elements we’ve reviewed: campaign components as well as marketing best practices. </li></ul><ul><li>This is not a real company. </li></ul><ul><li>SWEET EXPRESS : Home made cookies delivered same or next day, also providing milk, ice cream and custom cakes. </li></ul>
  31. 31. Sweet Express <ul><li>Mouth Watering Homemade Cookies Fast </li></ul>Log In Order/Track In The News Contact Us Cookies Milk Ice Cream Custom Cakes
  32. 32. Freshly Baked <ul><li>No need to suffer through boring, stale hard cookies in the bag, we offer fresh baked cookies and same or next day delivery. </li></ul>
  33. 33. Not Just Cookies <ul><li>Your snacking fix has never been better cared for than with the healthy, hearty solutions from Sweet Express ! </li></ul>You can maintain your weight and feel calmer as Sweet Express uses only organic low glycemic sweeteners ! And just think how your image will improve when friends and neighbors see a Sweet Express truck pull up to your house! Find out how YOU can improve your life in so many ways with Cookies , Milk , and Ice Cream from Sweet Express. And for those special occasions, we can really help you stand out with amazing creations just for you and your event with our specialty cakes from our Custom Cake Division .
  34. 34. Sweet Express With Milk sample email <ul><li>You will enjoy your cookies even more with a cold glass of milk! Our clients who order Sweet express cookies, also enjoy Sweet Express Milk . Click this link to find more about your options in milk solutions. And, if you order today , we’ll throw in an extra dozen cookies of your choice! </li></ul>
  35. 35. Cookies With Milk Deal sample landing page/email <ul><li>You Get 1 Dozen Sweet Express cookies of your choice when you place an order for milk. </li></ul><ul><li>To place your order for milk and redeem our cookie offer call 1-800-555-5555 or email us at </li></ul>
  36. 36. Landing WEB PAGE WELCOME TO SWEET EXPRESS YOU JUST MADE A REALLY SMART CHOICE TAKING US UP ON OUR OFFER OF A FREE DOZEN COOKIES WHEN YOU ORDER MILK. Order your milk by the glass or in convenient reusable safe bottles that are also recycled and eco friendly . You’ll find cold bottled milk tastes better and you will be making a positive impact by recycling! Fresh from the cow, cold and delicious, you now can enjoy your cookies even more with Sweet Express’ special milk. To order call 1-800-555-5555 or email us at We Private Label Milk Bottles For Your Company. Click here to learn more!
  37. 37. Landing WEB PAGE or sample email/postcard Save Money and Save the Earth Sweet Express Recycles Milk Bottles. You can make a difference in this world by recycling milk bottles. Sweet Express will pick up your empty bottles with each new delivery. You will always feel safe as we sanitize and sterilize bottles after each use, rinse thoroughly before refilling so there is never an aftertaste. You save money each time you place an order as Sweet Express deducts the bottle charge! That’s a 5% savings on each and every one of your bottled milk orders. Start Saving Money and the Earth - call 1-800-555-5555 or email us at
  38. 38. <ul><li>We can get YOU to the next level of pleasure ! </li></ul><ul><li>Milk & Cookies are a treat, but </li></ul><ul><li>imagine cookies with cold </li></ul><ul><li>creamy ice cream specially </li></ul><ul><li>made to pair with your choice </li></ul><ul><li>of cookie! Ahhhh </li></ul><ul><li>You can choose from </li></ul><ul><li>10 varieties of homemade ice cream , designed to go perfectly with your cookie order. Find out how Click </li></ul>Beyond Milk & Cookies Sample email/postcard
  39. 39. Landing: WEB PAGE <ul><li>WELCOME TO SWEET EXPRESS </li></ul><ul><li>You are making a very smart move taking </li></ul><ul><li>advantage of OUR ICE CREAM SPECIAL. </li></ul><ul><li>You can choose from 10 varieties </li></ul><ul><li>of ice cream, each paired perfectly </li></ul><ul><li>for your cookie order. </li></ul><ul><li>No other service can offer you </li></ul><ul><li>same or next day delivery of that </li></ul><ul><li>perfect cookie and ice cream combination. </li></ul><ul><li>To find out more or to place an order </li></ul><ul><li>call 1-800-555-5555 or email us at </li></ul><ul><li>[email_address] </li></ul>
  40. 40. Custom Cakes sample email/postcard/ancmnt <ul><li>We appreciate your </li></ul><ul><li>milk and cookies </li></ul><ul><li>business and </li></ul><ul><li>wanted to say </li></ul><ul><li>thank you with an </li></ul><ul><li>offer of 10% off any cake you order from our custom cake division ! To find out how you can take advantage of this offer, click here . </li></ul>
  41. 41. Landing: WEB PAGE WELCOME TO SWEET EXPRESS Custom Cakes make the greatest impact. You’ve spent so much time and money planning and preparing for that special occasion – you deserve to have a custom cake to be the memorable center piece that will not only please the palate of your guests, but will set the tone for a truly memorable event. Speak to one of our highly qualified pastry chefs and learn how we can work with you to make your dream cake come true. Call 1-800-555-5555 or email us at [email_address]
  42. 42. Your Opinion Matters email for survey invite A Free Bowl of Ice Cream Just for letting us know how we are doing. Your opinion matters and we want to be sure you are getting the service you deserve. We know your time is valuable so this survey will only take a few minutes. When you are finished answering the questions, you will be asked for your name, company, address and best of all… the flavor of your bowl of ice cream as our way of saying thanks for taking the time to let us know how we are doing! Take the Survey
  43. 43. You’ve Made A Great Choice sample email/postcard/anncmnt – existing customer Sweet Express Makes Headlines You know you have made the right choice when your Cookies and Milk vendor makes the New York Time’s Best Sellers list! Now there is even more reason to brag about your Cookies and Milk vendor – send this email to your friends and let them know that you have Sweet Express in your kitchen! We’ll even give you a free scoop of your favorite ice cream for every person you forward this email to! Time to get the word out and Stock Up! To read what the Times had to say To forward to a friend
  44. 44. Make The Right Choice sample email/postcard/anncmnt – prospect Sweet Express Makes Headlines Ever considered where you buy your cookies and milk? Now you don’t have to worry about what you are getting – Sweet Express has been heralded in the New York Times by making their Best Sellers list! If you were waiting for the next sale at your local grocery store, save your time! Sweet Express is so proud to have made the New York Times Best Sellers list, we want to celebrate by offering you a 10% discount off your first order! To read what the Times had to say To find out more about Sweet Express, please visit our website or To place an order
  45. 45. HAPPY MARKETING <ul><li>May all your marketing and financial goals come true and </li></ul><ul><li>may you have success at every turn. </li></ul>Words of wisdom: You can only change someone’s mind from THEIR point of view!
  46. 46. DISCLAIMER <ul><li>Service providers and products listed in this presentation in no way serve as a recommendation from Bumblebee Design & Marketing. </li></ul><ul><li>We are merely providing information regarding resources. We advise you to conduct your own research before committing to or purchasing any software or committing to any service. </li></ul>