Sale

1. 2011 B2B Marketing Masters
Webinar Series
Online Workshop
August 25, 2011
Advanced B2B email
marketing workshop
For the Masses

2. About SalesFUSION
 Leading SaaS marketing automation solution
 HQ – Atlanta, GA, offices in Philadelphia
 Focus on Marketing to Sales integration
 Operating in 11 countries
 MarketingUnlimited program
 Innovative client service model
 200+ Clients, 40 Partners
 90% Product dev. – customer driven
 High growth – 110 new clients in 2010
SalesFUSION’s clients have an average “active life
span” of 2.5 years

3. About the Speaker – Kevin Miller
 EVP Marketing Principal at SalesFUSION
 18 Years of database marketing, marketing promotions experience
 Developed Consumer Promotion Campaigns for
Sony, Toyota, Guinness, Discovery Channel, NASCAR, WWF, TNT
 Direct Marketing practitioner
 Built and executed over 300 Webinar Campaigns since 1999
 Involved with B2B Marketing Automation since inception
 Former user of many email & marketing software apps– Constant
Contact, Vertical
Response, Emma, MailChimp, CheetahMail, Unica, NuEdge
Systems, Marketbright
 Connect with me on LinkedIn or Follow on Twitter, Follow us on
Facebook
Professional Marketing Philosophy: “Marketing is about results…period.
Without tangible metrics to prove the efficacy of a campaign through the
realization of increased revenue….we are simply throwing darts at a board and
hoping for the best”

4. 7 Deadly sins of email marketing
1. Using an email vendor that affixes “This email sent by “VENDOR
NAME”
2. Call to action is sales brochure or home page
3. Sending attachments or flash
4. Subject lines that include…“Viagara” or “I have unclaimed funds in a
Nigerian Bank for you “…OK just kidding
5. Mass emailing your database a general message more than 3 times in
a month
6. Using the “OH BOY THEY OPENED IT” design philosophy (more on
this later)
7. Sending blast emails from your woefully under-designed CRM email
tool – don’t
8. Giving access to the email tool to sales personnel (that’s really #7
because #4 was a joke)

5. About the Marketing Masters Series
 Focused on advanced-level b2b marketing topics
 Education on how to best leverage emerging marketing technology
 Series based on the industry best-practices and over 200+ companies
 Complemented with Live, Public demonstrations of marketing
automation software technology
 Guest speakers/industry leaders
Marketing automation technology combines
technology and best practices from virtually all
marketing disciplines and forces the end-user to
become moderately fluent in all aspects of b2b
marketing

6. Today’s Session
 Advanced B2B email marketing
 B2B email trends worth following
 Defining email marketing in 2011 and beyond
 The nature of nurture-based campaigns
 Back to the basics
 Subject line do’s/don’ts
 Deliverability & CAN SPAM
 Working with email templates/WYSIWYG
 Testing, A/B, metrics
 Setting up trigger-based campaign
 Social media and email marketing
 Building a strong call-to-action
 Integrating with CRM
 Q&A
110% client focused
Dedicated client services
Unlimited training

7. Advanced b2b email marketing
 Trade your bullhorn for a multi-tool
 Linear messaging replaced with non-
linear, branched, reactive, personalized, relevant communication
 Age old adage – right message, right recipient, right time
 Combine Trigger-based campaigns, drip-based campaigns, branched
campaigns and multi-step, multi-conditional campaigns
It’s not THAT Hard……it just requires tools and training
In the arms race of software features, we sometimes
build so far ahead of what the majority of our user
community can digest at one time, we render a large
portion of our solutions under-utilized

8. Email marketing
challenges 2010/11
 Content
 Getting through to a
crowed inbox
 Campaign ROI
 Building opt-in

9. What is b2b email marketing in 2011?
 Rapid migration away from low-end email blast tools to nurture-style
campaigns
 The Constant Contact Effect = Fatigued Inbox & Overworked
Spam Filters lead to weak messages/campaigns
 Focus on delivering content and value in email
 Multi-step campaigns designed to “Hold the Reader’s Attention”
 Integrated with CRM
 Part of a larger communication strategy
 Messaging is moving away from “buy me now”….to “I want to teach
you first…and sell you when you’re ready”
Appliance-level SPAM filters (Postini, Barracuda…etc)
will almost immediately interpret “sent by vendor”
domains as Spam and will drop them in a junkmail
folder

10. The changing nature of b2b email - 2011
1. Social Media/Network Adoption: Facebook is approaching 600
million users and Twitter 150 million. Social commerce is about to
explode. Social is simply a game changer.
2. Mobile: Smartphones are expected to outsell PCs for the first time in
2011. Forrester Research is predicting tablet sales in the U.S. will overtake
netbook sales by 2012, and desktop sales by 2015. Mobile is a
platform, not a channel.
3. Social Inbox: Facebook, AOL and other ISPs and email clients are finally
moving toward a multichannel inbox. Email's battle for consumer
mindshare begins moving to the inbox itself.
Source – Email Insider
Email marketers who recognize and act on the changes
that have taken place in the ways their customers choose
to communicate with them and with each other will be in
the best position to adapt their email programs and stay
relevant.

11. Email Campaign Types
Bulk /Broadcast email – Single, linear email with 1 message and 1 call to action sent en
masse to a list or segment.
Drip – Series of pre-built emails sent on calendar dates to groups of people for a specific
reason. Examples are webinar invitations and monthly newsletter. They key is “Calendar
Date”
Trigger- Single email (auto-responder) sent to an individual based on the activation of some
form of trigger. The send date/time is relative to the action or relative to the previous trigger
email
Jupiter Research (in “The ROI of E-mail Relevance”) found that behaviorally-targeted trigger
email campaigns get 30% higher open and click-through rates and three times the conversion
rates of broadcast email
Some report open rates as much as 70% higher than broadcast email
Email marketers who recognize and act on the changes
that have taken place in the ways their customers choose
to communicate with them and with each other will be in
the best position to adapt their email programs and stay
relevant.

12. The Nature of Nurture-based campaigns
Nurture marketing is – a non linear sequence of communications that are initiated by your
prospects through web interaction, form completion or dynamic segmentation
Key Elements of Nurture-based email
 Use a combination of trigger/drip/forms/segmentation/profile
 Communications are highly relevant and personalized
 Emails are typically triggered based on some initial event or change in
profile
 Campaign goals
 Stay top of mind
 Be the vendor of choice when decision time comes
Email marketers who recognize and act on the changes
that have taken place in the ways their customers choose
to communicate with them and with each other will be in
the best position to adapt their email programs and stay
relevant.

13. Back to basics – an email marketing deep dive
Subject Lines
 Single biggest driver of open rates
 Keep short, simple and decisive
 45-65 characters max
 Avoid obvious issues – Free, Offer, Expire – or adjectives that are over
the top (Massive, huge)
 Avoid Characters in subject lines *&%$@!
In the junk folder
because of the
subject line

14. Back to basics – an email marketing deep dive
Deliverability and CAN SPAM
 B2B deliverability is based on your ability to get through Appliance-
level filters – Postini, Barracuda…etc.
 Black Listing is not as applicable in B2B – more relevant for public ISP –
AOL, GMAIL….etc.
 “Sent on behalf of” email domain is a spam filter death sentence
 Once a filter flags an ESP like this as spam….anyone hitting that
filter…even from a different company goes into spam….
 This is the Constant Contact Effect
Jeff Kaplan <jeff@thinkstrategies.ccsend.com>; on
behalf of; Jeff Kaplan <jkaplan@thinkstrategies.com>

15. The Constant Contact Effect
• 1 Company uses CC
• Saturates persons at ABC, Inc.
Corporate Spam Filter
Company ABC, Inc.
with email with CCS
domain
• Person flags CCS
domain as spam
• All other companies
using Constant
contact – marketing to
ABC, Inc. no longer
get through

16. Back to basics – an email marketing deep dive
What is SPAM
Requirements of the CAN-SPAM Act
 There must be a clear and conspicuous remove function available to the recipient for
30 days after the email was sent. This is also known as an “Opt Out” function.
 Implement opt-out requests within 10 business days. Opt-outs must be
communicated to all customer contact points within your company, added to your
suppression lists
 Provide a valid physical postal address of the sender so that potential clients or
prospects can mail you their request for opting out. The law requires just a postal
address.
 The CAN-SPAM Act requires that you clearly “label” your email as an advertisement.
This is not required for those who have already opted in to receive information from
your company. This requirement is for those non-opted-in clients and for all
prospect emailing campaigns.
 You must use a valid sender or header information. The CAN-SPAM Act requires that
both of these fields are not misleading or false in any way.
 You must use valid subject information. the Subject line must reflect the intent of
the e-mail message and not be misleading in any way.

17. Back to basics – an email marketing deep dive
Working with HTML Templates
 Off the shelf templates – from the ESP
vendor or 3rd-party sources.
 Cool vendor -
http://themeforest.net/category/marketin
g/email-templates
 Use WYSIWYG editor to modify
 Note – some templates (wizard-driven)
can be very restrictive
 Most templates are best modified via
tables or CSS

18. Back to basics – an email marketing deep dive
Working with HTML Editors – for non HTML people
 Image sizing – know the size of the image you are replacing – re-size
your image before loading into the editor
 Adding new content – should be done via adding tables within tables
 Get 1-4 good templates created and re-use
 Settle on a standard banner

19. Back to basics – an email marketing deep dive
Email Design basics
 Main image banner – top
 Main text/message body – left
 Images/call to action right
 Use summary/bullet points
 Shoot for attention span of @ 25-35
seconds
 Think AdWords landing page design
 Images on right because of outlook
preview pane

20. Back to basics – an email marketing deep dive
Email Design basics
 Email should be designed with
Outlook preview pane in mind
 Unsubscribe comes through
VERY nicely though???
 Emails that are image heavy on
left don’t look good in preview
mode
 Too many images may scare
people into not opening
 This text should have rendered
in the preview pane

21. Back to basics – an email marketing deep dive

22. Back to basics – an email marketing deep dive
Testing before you send
 Use a quality Spam rule checking solution against your finished HTML
 Review rules on the open-source SpamAssassin
 Test against multiple email clients – but stay focused on Outlook
 Have an internal seed list – 3-4 people – to give an email sanity check
 For larger volume campaigns – consider an A/B Test against subject lines at a
minimum
http://spamassassin.apache.org/tests_3_3_x.html

23. Back to basics – an email marketing deep dive
Social Media and Email
 Don’t believe the hype – Social is not replacing email….like everything
else, it is driving change
 Email marketing is NOT dead – it’s use is growing exponentially (see
Constant Contact Effect)
 Social is another channel into your site
 Your site’s purpose in life should be to capture leads
 Once leads are captures, we use trigger-based nurture email campaigns

24. Back to basics – an email marketing deep dive
Building a strong call to action
 There can be only one
 Limit/eliminate links to your website in emails
 Use big buttons – include text link underneath
 For assets like white papers – use thumbnail images
 Assets don’t necessarily require forms if you have the click metrics
 If using forms for assets like white papers – use trigger emails to fulfill
 Cool tool – www.mycoolbutton.com
Click to download

25. B2B Campaigns – Trigger/nurture based email
 There can be only one
 Limit/eliminate links to your website in emails
 Use big buttons – include text link underneath
 For assets like white papers – use thumbnail images
 Assets don’t necessarily require forms if you have the click metrics
 If using forms for assets like white papers – use trigger emails to fulfill
 Cool tool – www.mycoolbutton.com

26. Trigger email results
 In b2b – triggers are lower volume but very high open rates
 Use triggers to reinforce brand/message
 Continually reinforce consistent messages/call to actions

27. Practical Application of Trigger email in B2B
Forms-driven triggers
Marketing Asset Auto-Responder
• Capture email/contact
• Send asset via email
• Trigger email
 Link to PDF
 Click to see demo
 Click to view other
resources

28. Practical Application of Trigger email in B2B
Marketing Asset Auto-Responder with Branched Logic
• Capture email/contact
• Mutliple choice question
• Answer triggers a 3-step
campaign
 Email 1 – 0 Trigger days
 Email 2 – 5 Trigger days
 Email 3 – 14 Trigger days

29. Practical Application of Trigger email in B2B
Implicit action – trigger campaign enrollment
• Lead scoring models behavior
• Behavior = points
• Point value range = group
• Group actions = Trigger
Implicit behavior scoring is a
powerful methodology used to
communicate broad-based
messages to groups of people
based on their overall behavior

30. Practical Application of Trigger email in B2B
CRM/Sales Driven – Field value change/populate triggers
• Trigger campaign enrollment based on concept
of “listening” to designated CRM fields
• Update/Enter of a “listened” field will result in
adding the lead/contact to a single or multi-
step campaign
• Used to offload the act of “tickler” emails from
sales to marketing
• Don’t rely on sales to use follow up tasks in
CRM to nurture leads
• Example – lead status changes from “Open” to
“Nurture” – system auto-enrolls lead into
ongoing campaign

31. Personalization & dynamic content
Good trigger based email
marketing is relevant to the
consumer/prospect
Personalization adds value
to the email.
Dynamic content can be
leveraged to dramatically
improve the personalized
look, feel and message of
the email

32. Before you pull the trigger….
• Get your content in order – trigger campaigns can eat up content
• Create a content map for each trigger campaign
• Consider the length of the campaign vs. timeliness of content
• Don’t throw content out there for the sake of doing so
• Mix in multi-media/channel content – video/social/blog
• All content should still point to the same outcome/call to action
• Planning trigger campaigns should always focus on the goal/call-to-action
Plan + Content/Technology
= Trigger marketing

33. Creating content maps
• Trigger Campaign – Website – White Paper
Website – White Paper A
Email 1 – Send white paper link
Email 2 – 7-trigger days – Offer webinar video
Email 3– 14 -trigger days – Offer – product
brochure
Offer /Form
Demo/Sales
Meeting
Offer /Form
Demo/Sales
Meeting
Offer /Form
Demo/Sales
Meeting

34. Marketing Automation versus ESP
Marketing Automation Platform – Includes all
marketing functions in one app
ESP Application
Email Multichannel Integrated
• Bulk email
• Some social
sharing
Bulk and Drip- Social, PPC, all
All info
connected to
• Metrics
based email channels
CRM • Not tied to
CRM
• Shared IP
• 12-month
Trigger &
Integrated lead
Interconnected solution
Nurture based features within
capture forms
email platform

35. Email Marketing and Lead Management
Revenue loss CRM Systems are
Lower CRM adoption data entry only
Marketing Tools
Weak funnel Marketing data is non-
Not integrated to CRM
existent or not useful
to sales

36. Inside Sales use of trigger campaigns
Website monitoring
Research anonymous
visitors – append with
contacts – enroll in
campaigns
Inside Sales Teams are leveraging new
Pop email alert when
email marketing tools for b2b
high-value activity • Respond to leads with HTML email
occurs – assign task templates
for call • Enroll new suspects in intro nurture
campaigns
• Enroll cold but not dead leads in
If no phone contact
nurture campaigns
made – enroll in
trigger campaign • Increased touch-points with larger
number of suspects
Receive on-going
alerts when lead
returns to
site/responds

37. What does SalesFUSION Offer?
• Email Marketing
• Dashboards • Nurture Marketing
• Linked to CRM • Social Media
oppt. • Online/Offline
• Real-time Marketing
analytics
• Campaign Generate
spend analysis Leads
Revenue Capture
Analysis Leads
• Landing Pages
• Web visitor
tracking
• Feedback loop Track Sales
Route Leads • Lead Scoring
from CRM to
Opportunities • Lead Routing
FUSION CRM
• Real time alerts

38. B2B email marketing and CRM
 Provide meaningful info to Sales in CRM, improve user experience
 Information in CRM is valuable to sales in prospecting
 Change perception from data entry, to value
 Fully automated - Allows for better lead lifecycle tracking

39. Thank you!
 Q&A
 Sign up for a 1/1 demo of SalesFUSION
 Visit our online resource center
 PDF Materials & Video will be available
 White paper – Published on 9/15
 Visit our online resource center
 More “Marketing Masters” series webinars coming through Q3/Q4
 Focused 100% on integrating Marketing and CRM
 Clients are raving fans of hands-on service
 Most aggressive pricing in market
 30-day Live Trial
 Pre-integrated to more CRM systems than any other vendors in our space