1. From eNewsletters to
Email Marketing that
Drives Sales
Welcome! We‟ll get started in
just a few minutes.

2. Introduction
•Craig Klein
•SalesNexus Founder and CEO
•20+ years as Sales Leader in Energy
and Technology

3. Your Interests?
•50% looking to warm up sales leads and connect w/
Sales people.
• 75% emailing once per month or less often
• 64% have a CRM
• 47% have an email marketing solution

4. The SalesNexus Solution
•Sales CRM – built by sales people for sales people
•Unlimited Email Marketing – easy enough for a sales person
and powerful enough for pro marketers
•Unlimited Proactive Support
•Free B2B Sales Contacts via LeadFerret.com!

5. Grow Sales with Emails
7 Easy Ways Sales Teams Win with Email Marketing
Free ebook available at salesnexus.com

6. Why do you read email?
1. To stay up to date and informed
2. To learn about new opportunities
3. To stay in touch with friends, colleagues
You‟re not a spammer if you‟re informing your
customers about things they care about!

7. Give to Get
What NOT to do…
1. Don‟t pitch your product or service
2. Don‟t tell them why your company is better
3. Don‟t offer discounts

8. Subject Line is Job 1
• Before the email is ever seen, it‟s deleted if the
Subject is not interesting
• Test, measure and adjust
Example – campaign opens and clicks

9. The X Factor
•Prospects go through the funnel
•A few turn into Clients
•What about the rest?

10. The X Factor
•They‟re thrown away!
•Close 20%
•Throw away 80%!
•Follow up “slips through
•the cracks.”

11. Increase Sales by 10%
•100 leads each month, 20 orders
•80 don‟t close
•In 6 months, 480 “dead” leads
•4 additional orders each month!

12. Know Your Audience
1. Fit the demographics of your prospects
2. Want or need a product like yours
3. Interested in YOUR product
4. Customer of yours

13. Marketing Personas
• Why is the purchase a MUST NOW?
• How do I justify the purchase?
• What made me start looking?

14. Develop Your Persona
• Demographics – gender, assets, income,
location, age, education
• Pain
• Technical – functional needs
• Business – staffing, revenue, expense,
profit
• Personal – family, future, career,
dreams, fears

15. Marketing Personas
• Why is the purchase a MUST NOW?
• Business or Personal Pain
• How do I justify the purchase?
• Technical or Business Pain
• What made me start looking?
• Technical or Business Pain

16. Pain Examples
Technical Pain
“My notebook crashed!”
Personal Pain
“I can‟t finish the report due tomorrow and I may not get a raise.”
Technical Pain
“My 1995 Toyota needs $2,500 in repairs!”
Personal Pain
“I‟ve been late to work three times this month.”

17. Pain Examples
Business Pain
“Sales staff turnover is too high, costs are up and sales
are off.”
Personal Pain
“I‟m spending too much time recruiting and training and
not enough making deals, my income is off and my wife
and I were planning some renovations”

18. Pain Examples
Business Pain
“We‟re introducing our service to a new market.”
Personal Pain
“My bonus is tied to our penetration of this market and
I‟ve got a kid starting college in the fall.”

19. Email Components
• Subject Lines – Technical Pain
“There‟s an App for Everything – Do you have
one?”
• Calls to Action – Business Pain
“Join our webinar – „6 Steps to Affordably
Building Apps‟”
• Copy – Personal Pain – the story
“…stoggie old bank attracts Gen X with
iPhone app…”

20. Email Components
• Keep it brief.
• Focus on Subject Line and Call to Action, not
graphics.
• Give them just enough to make them want
more.
• Examples!

21. Campaigns, Not Blasts
• Broad campaign – series of emails targeting
varying Personas
• Calls to Action non-commital
• Free report, watch video, interesting
article, case study
• Opens/Clicks go on more specific campaigns
drilling down to business pains and stronger
calls to action

22. Campaigns, Not Blasts
• Vary Subjects and Calls to Action to Group
Prospects into Segments and Drill Down
Email Email Email Email
1 2 3 4…
Open
/Click
Magnify
Pain
Goal

23. Campaigns, Not Blasts
• Vary Subjects and Calls to Action to Group
Prospects into Segments and Drill Down
Email Email Email Email
1 2 3 4…
Open Open Open Open
/Click /Click /Click /Click
Magnify Magnify Magnify Magnify
Pain Pain Pain Pain
Goal Goal Goal Goal

24. Example
• Sales Management Coaching Program
• Objective – 30 CEOs attend a breakfast to
learn about program

25. Example - Broad
Campaign
• 1 – “Sales Managers Typically Leave after 4
Years” - “Read article – „5 Reasons Sales
Managers Move On”
• 2 – “Top Producers Don‟t Make Good Sales
Managers” – “Read article – „3 Ways Top
Producers Self Destruct as Sales Managers”
• …

26. Example – Open/Click
Campaign
• 1 – “Do you have the right sales manager?” -
Video – “Chet Holmes – Key Traits of Great
Sales Managers”
• 2 – “Great Sales Teams Start with Great
Leadership” – “Invite – Personal Invitation to
Breakfast Meeting”

27. Editorial Calendar
• Choose the important pains
• Most compelling
• Most common
• Schedule time to write, interview, etc.
• Keep it simple
• Test, Measure and Adjust

28. Create Content Your
Customers Love
• What are you an expert at? What do only
experienced buyers know?
• Record yourself on the phone, imagine talking
to your brother in law
• Schedule time and focus on writing, etc.
• Tell Stories – customers, horror stories, save
them money!
• Make it Fun – for yourself and your “audience”!

29. Calls to Action that Qualify Leads
• Transportation Co. – “Click here to read 4
Ways to Reduce Transportation Costs”
• Insurance Co. – “Download our report – Most
Common Shipping and Receiving
Injuries/Accidents”

30. What‟s Next?
Email and Content Marketing Jump Start
• 3 to 6 Emails
• 1 Article or Report
• $ 2,995

31. What‟s Next?
Email and Content Marketing Jump Start
• 3 to 6 Emails
• 1 Article or Report
• $ 2,995
Reduced to $ 2,500 for attendees through
8/17/2012

32. What‟s Next?
• See how to automate it with SalesNexus
• Join our Email Marketing Training Session
– Wednesdays at 3pm Eastern