In today’s global economy, B2C marketers need effective ways to acquire new customers and maximize their lifetime value.  The business-to-business space sees great success using email to “nurture” leads and create long-term 1:1 business relationships. Can B2C marketers take a cue from the B2B world? Walk away from this session with short- and long-term strategies to help ensure that your email program is always moving customers further down the funnel to drive bottom line revenue.

1. Use Email to Draw Consumers Deeper into the Funnel Ryan Phelan, VP Strategic Services, BlueHornet.com Jennifer Perry, Email Marketing Manager, Match.com Mark Floisand, COO, Untangle.com

2. Today We Will: Understand the relationship between B2B and B2C email engagement strategies Discoverthe impact of advocacy in the “new” marketing funnel Share real-world examples of both B2B and B2C engagement strategies Discuss potential risks with engagement

3. Changing the funnel – Adding in Engagement Old funnel did not incorporate the power of a multi-channel approach Word of mouth advertising was not a “real” medium & engagement was not maximized Change in overall approach the marketing funnel to incorporate: Social media Word of Mouth Advocacy Loyalty Increase in consumer expectation of relevancy Advocacy puts a greater emphasis on relevancy and relationship & the marketing communication changes Source: Forrester Report: Marketing's New Key Metric: Engagement - Brian Haven, 2007

4. Current State: Email Engagement What is the state of engagement programs in the industry and your respective companies? How do the B2B and B2C worlds align? How are they separate?

5. Email Engagement in the Real World What short- and long-term customer engagement approaches areworking for your business?

6. Future Applications What new programs are possible and what have you learned?

7. Recap: B2B and B2C marketers should learn from each others’ successes and failures The advocacy concept changes marketing communications A mix of short- and long-term strategies help push consumers into the funnel

8. Thank You