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2016 Markie Finalist Best Email Marketing Campaign
- 1. @NicoleWhitesid1 Quality is never an accident. It is always the result of intelligent effort. - John Ruskin 22B annual revenue Electrical * Industrial * Vehicle * Aerospace Marketing Manager Lead Generation, Electrical Sector
- 2. Three steps to higher quality leads 1 Optimizing content 2 Intelligent lead scoring 3 Mature qualification process
- 3. { }1Using content to drive engagement Persona,demand type, business challenge
- 4. Persona
- 5. Demand Type New Concept New Paradigm Established Market Product View Audience Message Budget Competition
- 6. Business Challenge IT is Everything Business Continuity ModernInfrastructure Make sure you pick the challenges that your content can actually support. You don’t want to be in constant content creation
- 7. Inform & Trigger Benefit & Differentiate Justify & Decide Mapped to the Buyers Journey Education Solution Vendor Selection IT is everything Business continuity Modern infrastructure Events social webcasts online tools ROI Calc Testimonials
- 8. Content matrix Content audit output: • 108 assets • 36 emails • Dynamic landing pages
- 11. { }2 Lead scoring Implicit/Explicit& progressive profiling
- 12. Explicit (A-D) Who is engaging with you Implicit (1-4) Digital body language & timing Title Business Challenge Relationship to company Tagged paged visits Email clicks/opens High, medium, low value form submissions Event attendance Explicit & Implicit
- 13. A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 D1 D2 D3 D4 ELEVATE Advanced lead scoring
- 14. { }3 Qualifying leads Telemarketing and digital intelligence
- 15. Hot leads go to sales Back to nurture Qualification process
- 16. { }4 Results Did it work?
- 17. 58% Open Rate 21% CTR Solutions track 53% engagement rate 26% IT is Everything 48% Business Continuity 26% Modern Infrastructure 23,446 contacts in the program all time
- 18. $4.1m in pipeline 30% increase in qualified leads Goals Surpassed Leads Driven Leads qualified Improved open rates
- 19. THANK YOU