1.
dotLive
Nurturing Leads:
The secret is in CRM
@dotmailer

2.
Slide 2 @skipfidura @dotmailer
‘63% of people requesting
information about your product
now will not purchase for at least
3 months – and 20% will take
more than 12 months to buy’

3.
Slide 3 @skipfidura @dotmailer

4.
Slide 4 @skipfidura @dotmailer
The channels you should
be thinking about
Email
In store
Social Networks
Retargeting ads
Events
Website personalization

5.
The 7 Dont’s
and 7 Do’s
Matthew McClelland &
Skip Fidura
@skipfidura

6.
Slide 6Deliverability Mythbusting
Don’t create
one-size-fits-all
marketing comms.
Batch and blast’ mailouts
are a thing of the past.

7.
Slide 7 @skipfidura @dotmailer
One-to-One Targeting

8.
Slide 8Deliverability Mythbusting
Don’t invade
your prospects’
personal space
Too many emails and
calls are annoying and
a turn-off.

9.
Slide 9 @skipfidura @dotmailer
Optimise Your Timing
Optimise your timing

10.
Slide 10Deliverability Mythbusting
Don’t deliver
irrelevant content.
If you know what your
prospects are interested
in, avoid sending them
something that makes
you look like you don’t.

11.
Slide 11 @skipfidura @dotmailer
Supporting Content
Supporting content

12.
Slide 12Deliverability Mythbusting
Don’t forget to inform sales about
the programs you’re running.
It’ll help them understand what information prospects
have already been exposed to.

13.
Slide 13 @skipfidura @dotmailer
Automate Lead Hand-offs
Automate lead hand offs

14.
Slide 14Deliverability Mythbusting
Don’t think that
all leads are
quality leads.
Scoring removes time-
wasting and will
automatically generate
sales-ready leads.

15.
Slide 15 @skipfidura @dotmailer
Progressive Profiling
Progressive profiling

16.
Slide 16Deliverability Mythbusting
Don’t use
bad data.
It can lead to all kinds of
problems, particularly
when you want to become
targeted with your
marketing.

17.
Slide 17 @skipfidura @dotmailer
Keep Permission
Keep permission

18.
Slide 18Deliverability Mythbusting
Don’t press send
and then forget
about your nurture
program.
Learn from the results and
use the data to become
smarter with your
marketing.

19.
Slide 19 @skipfidura @dotmailer
Test, Test and Test Again
Test, test and test again

20.
Slide 20 @skipfidura @dotmailer
1. Invade your prospects’ personal space
The 7 Dont’s
3. Deliver irrelevant content
4. Press send and then forget about your nurture program
5. Use bad data
6. Forget to inform sales about the programs you’re running
7. Think that all leads are quality leads
2. Create one-size-fits-all marketing comms

21.
Slide 21 @skipfidura @dotmailer
1. One-to-One Targeting
The 7 Do’s
3. Supporting Content
4. Progressive Profiling
5. Keep Permission
6. Automate Lead Hand-offs
7. Test, Test and Test Again
2. Optimise Your Timing

22.
Econsultancy
case study
Lili Boev

23.
How marketing helps keep the subscriptions
team at Econsultancy happy

24.
users to the site via our
blog/free content
Attract
those free/registered
users to paid
subscriptions
Convert
our subscribers to ensure
they’re making the most of
their subscriptions
(and so renew!)
Engage
Three key objectives for
Econsultancy subscriptions

25.
1. Attracting new users to register with us
Using blog traffic to increase registrations
and leads into the top of the sales funnel
Via our Daily Pulse newsletter - digital insight delivered
directly to your inbox, every Monday to Friday.

26.
2. Converting free users to paid subscribers
Behaviours
Downloads, site visits,
event attendance, email
opens/clicks
Firmographics
Job title/seniority,
company type (eg. client,
agency, supplier),
company size/industry
Fully automated
email series
Upsells paid products and
services and outlines the
benefits of our services
Daily reminder of
what’s new
Automatically pulls
through latest
research, events, etc

27.
3. Engaging subscribers
Automated
‘welcome
to your
subscription’
series
Regular
marketing emails
& Daily Pulse
Bi-monthly
‘personal’
account
manager
updates &
opportunity for
feedback to us
Re-engagement
email triggered
when user has
not logged in
60 days &
subscription
expiry email 30
days out.

28.
We’re not overloading users with email (phew)
How do you feel about the frequency of communication
you receive from Econsultancy?
81.3%
17.4%
1.3%
Just right Too much Too little

29.
Conversion and engagement
driven by marketing
Re-engagement
Of those who open our
reminder to log in email,
over 35% return to log in
to the site within
two weeks
Leads
Delivering sales team
over £100k of qualified,
warm leads each month
(that we know of – doing
more to track all sales!)
Usage
Traffic from email
contributes to over 15%
of report downloads from
the website by our paying
subscribers every month
Educating
Our subscriber welcome
series is completed by
over 75% of users,
educating them on how to
use their subscription

30.
Not just revenue benefits though!
Raising profile of marketing
in the business
Better collaboration between
marketing and sales teams
Happy sales people!

31.
Slide 31 @skipfidura @dotmailer
Program
Builder
Our drag & drop feature puts
the power to create in your
hands.
Create simple, or even
complex, marketing
automation programs in
minutes, based on customer
behaviour, date, event, lead
score or segmentation rule

32.
Slide 32 @skipfidura @dotmailer
And were here to
help if needed
Email design
Campaign Management
Consultancy & Strategic
Services
Deliverability

33.
Thanks for
watching!
@dotmailer