August 25, 2011Taking Email Marketing Offline         to Maximize Results            An Act-On Customer Success Story
August 25, 2011Taking Email Marketing Offline         to Maximize Results            An Act-On Customer Success Story
Guest Speaker   Harriet SchneiderDirector of Marketing ServicesCMS SOLUTIONS
About CMS Solutions:                          Operational Marketing Strategies•   In Business Since 1980 (CMS Solutions Ma...
CMS ApproachLife of the Lead
The Life of a Lead                                       From Contact to CustomerContact                       Suspect    ...
The Life of a Lead                                From Contact to CustomerCustomer             Referral               Cont...
By the Way                                                 What is a Lead?              INFORMATIONContact        LEAD    ...
CMS ApproachTaking eMarketing Offline        Tweet w hashtab #stopdark
Traditional eMarketingTraditional eMarketingSet up a campaign..Launch..Wait for results..
CMS Approach                    Operational Marketing StrategiesIntegrated Tactics Create Strategy Call System (Featuring ...
Operational eMarketing:                Leverage Robust Marketing PlatformWhere doesAct-On fit in?ReportingFunctionalityTem...
The CMS Approach:                                     Using Act-On                    4 CMS               BetterTraditiona...
Operational eMarketing:                Taking eMail Marketing OfflineOperational Components.1. Measurable
Operational eMarketing:                                Calls to ActionOperational Components.2. Behavior-Driven
Operational eMarketing:                    Proactive vs. ReactiveOperational Components.3. Proactive
Operational eMarketing:                       Maximizing ResultsOperationalComponents.4. Integrated
CMS ApproachCampaign Examples and Results
Taking eMarketing Offline6 Typical Call Campaigns.1.   eMarketing from Act-On Reports (opens, clicks)2.   Trade Show Follo...
Measuring Success:                                                                              Contact Rate              ...
Measuring Success:                                                                         Lead Percentages               ...
Measuring Success:                                                                         Cost Per Lead                  ...
Measuring Success:                                Website TrafficApril 7   April 13   April 20     April 27
In SummaryYou Can Take it Offline!• Empower yourself with an integrated platform.• Utilize online reports, metrics and too...
Act-On Partnership for Success                   Robust eMarketing PlatformCMS Early Act-On AdoptersImpact on Act-On Platf...
Tools to Make it Happen                                       Act-On Marketing PlatformWorld Class E-Mail         Complete...
Next Steps:                                          Tremendous OpportunityWithin 24 hours – email to request recording,sl...
Leave You With Life of the Lead
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Taking Email Marketing Offline to Maximize Results

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Taking Email Marketing Offline to Maximize Results

  1. 1. August 25, 2011Taking Email Marketing Offline to Maximize Results An Act-On Customer Success Story
  2. 2. August 25, 2011Taking Email Marketing Offline to Maximize Results An Act-On Customer Success Story
  3. 3. Guest Speaker Harriet SchneiderDirector of Marketing ServicesCMS SOLUTIONS
  4. 4. About CMS Solutions: Operational Marketing Strategies• In Business Since 1980 (CMS Solutions Marketing company since 2008)• Located in the USA (St. Louis Missouri)• 110 Employees (65 Call Center Representatives)• Act-On Customer (Since 2008)• What We Do  Operational Marketing/Lead Generation/Sales Support company  Help clients achieve step-by-step lead generation processes that track and measure: 1) improvement, 2) sales growth, and 3) profitability  Utilize unique capabilities in e-marketing, database management, sales process engineering and tele-prospecting call campaigns using our trademarked methodology – Power of NO2 Call System™.
  5. 5. CMS ApproachLife of the Lead
  6. 6. The Life of a Lead From Contact to CustomerContact Suspect Prospect• Begins as a database • Exported by segment • Narrow suspect list contact in a CRM into Excel for to include only most eMarketing campaign likely prospects (Large Quantity – Lack of Qualification) (by watching behaviors (Still unqualified but narrowing the field to certain parameters) such as Opens, Clicks, Forwards.)
  7. 7. The Life of a Lead From Contact to CustomerCustomer Referral Contact• Prospects become • And referrals • A new contact in customers. become new our CRM. Customers buy contacts. And the more; sometimes process begins all make referrals. over again.
  8. 8. By the Way What is a Lead? INFORMATIONContact LEAD Prospect LEAD Customer• Information helps • Suspect to prospect. • And prospect to lead move from customer. contact to suspect.
  9. 9. CMS ApproachTaking eMarketing Offline Tweet w hashtab #stopdark
  10. 10. Traditional eMarketingTraditional eMarketingSet up a campaign..Launch..Wait for results..
  11. 11. CMS Approach Operational Marketing StrategiesIntegrated Tactics Create Strategy Call System (Featuring the Power of NO Methodology) 2 eMail Marketing (Drips, eNewsletters) Database Consulting Sales Process Re-Engineering
  12. 12. Operational eMarketing: Leverage Robust Marketing PlatformWhere doesAct-On fit in?ReportingFunctionalityTemplates
  13. 13. The CMS Approach: Using Act-On 4 CMS BetterTraditionaleMarketing + Operational = Conversion & Components Better Pipeline
  14. 14. Operational eMarketing: Taking eMail Marketing OfflineOperational Components.1. Measurable
  15. 15. Operational eMarketing: Calls to ActionOperational Components.2. Behavior-Driven
  16. 16. Operational eMarketing: Proactive vs. ReactiveOperational Components.3. Proactive
  17. 17. Operational eMarketing: Maximizing ResultsOperationalComponents.4. Integrated
  18. 18. CMS ApproachCampaign Examples and Results
  19. 19. Taking eMarketing Offline6 Typical Call Campaigns.1. eMarketing from Act-On Reports (opens, clicks)2. Trade Show Follow-Up3. Sales Activities4. Client Database5. Researched Prospecting List6. Purchased Prospecting List
  20. 20. Measuring Success: Contact Rate Contact Rate in Call Center14.00% 12.62%12.00% 11.38% 11.36% 10.32% 9.79%10.00% 8.46% 8.00% 6.00% Contact Rate 4.00% 2.00% 0.00% eNewsletter Tradeshow Sales Activity Client Researched Purchased List Opens Cards Database List
  21. 21. Measuring Success: Lead Percentages Lead %s in Call Center 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% eNewsletter Tradeshow Sales Activity Client Database Researched List Purchased List Opens CardsFTD% 0.63% 1.53% 0.33% 0.30% 0.20% 0.11%SH% 4.45% 1.44% 1.40% 1.24% 0.66% 0.30%Total Leads 5.08% 2.96% 1.73% 1.61% 0.86% 0.41%
  22. 22. Measuring Success: Cost Per Lead Cost/Lead in Call Center$300.00$250.00$200.00$150.00$100.00 $50.00 $0.00 eNewsletter Tradeshow Client Researched Sales Activity Purchased List Opens Cards Database ListCost/Lead $19.67 $35.06 $57.84 $61.95 $116.27 $242.13
  23. 23. Measuring Success: Website TrafficApril 7 April 13 April 20 April 27
  24. 24. In SummaryYou Can Take it Offline!• Empower yourself with an integrated platform.• Utilize online reports, metrics and tools to drive offline call campaigns and follow-up.• Focus on prospects raising their hands – opens, clicks, website visits, downloads.• Let your sales team engage at most opportune time for closing sales.• Recycle leads not yet ready back into your eMarketing efforts.
  25. 25. Act-On Partnership for Success Robust eMarketing PlatformCMS Early Act-On AdoptersImpact on Act-On PlatformDriving CMS Business Model Dan Demas Director of Customer Success Shawn Naggiar Vice President of Sales
  26. 26. Tools to Make it Happen Act-On Marketing PlatformWorld Class E-Mail Complete Set of Tools Approach and TermsMarketing Core and on One Platform that WorkDeliverability • Drip, Web Analytics, • Start Simple, Automate• 3rd Generation Email Landing Pages, Forms, at Own Pace Scoring, CRM Integration,• No Extra Cost for Social Media, Reporting • Affordable Pricing; Month- Deliverability and More… to-Month Contracts • Focus Usability, Simplicity • Live Customer Support – and Manageability At No Additional Costs
  27. 27. Next Steps: Tremendous OpportunityWithin 24 hours – email to request recording,slides and more!Learn More About Act-On•Join Weekly Demo: www.actonsoftware.com•Request 1x1 Demo: sales@actonsoftware.com or(877) 530-1555Learn More About CMS•Log on To: www.powerofcms.com•Contact: (866) 559-5296 orharriets@powerofcms.com
  28. 28. Leave You With Life of the Lead

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