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B2B Marketing Recepie


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Why do permission-based email marketing fail. Is it the lack of knowledge, resources or expertise hindering you from dreaming BIG?This short PPT from JDE User list examines the common fault lines of b2b email marketing. Few slides in our PPT also explains the time-tested strategies to re-engineer your existing campaign tactics.

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B2B Marketing Recepie

  1. 1. Why Databases Marketing Fail Mistakes that will ruin your email markeiting and how to overcome them! JD Edwards User list
  2. 2. <ul><li>Improved customer retention </li></ul><ul><li>Cross-selling opportunities </li></ul><ul><li>Upselling and reactivation </li></ul><ul><li>Increased customer acquisition </li></ul><ul><li>Why does marketers fail to achieve these simple goals from database marketing. </li></ul>Top goal of database marketing:
  3. 3. Failure # 1: Lack of a Marketing Strategy <ul><li>No clear plan to action </li></ul><ul><li>Haphazard strategies with no concrete conversion goals/metrics </li></ul><ul><li>More impetus on traditional marketing </li></ul>
  4. 4. Failure # 2: Lack of prospects in your database <ul><li>Less number of prospect in opt-in data </li></ul><ul><li>Incomplete or incorrect data </li></ul><ul><li>Lack of proper planning to acquire permission data </li></ul><ul><li>Failure to update data with active information </li></ul>
  5. 5. Failure # 3: Treating all customers alike <ul><li>No differential treatment of customers </li></ul><ul><li>Lack of knowledge on customer segemtation </li></ul><ul><li>Sending generic offers </li></ul>
  6. 6. Failure # 4: Lack of retention strategies <ul><li>Building a database is easy </li></ul><ul><li>Making money with a database is hard </li></ul><ul><li>Most people don’t know that </li></ul>
  7. 7. Failure # 5: Lack of campaign tracking and testing <ul><li>No training in email tracking </li></ul><ul><li>Failure to test email campaigns </li></ul><ul><li>Not tracking( open, CTRs, etc) </li></ul><ul><li>Dull email subject lines </li></ul><ul><li>Too many spam complaints </li></ul>
  8. 8. How to develop an effective strategy: <ul><li>Collect opt-in data from websites, and from all customer touch-points </li></ul><ul><li>Acquire multi-media contact information (email, fax, direct mailing address, phone) </li></ul><ul><li>Segment customer data on the basis of best customer profile </li></ul><ul><li>Test email campaign before sending </li></ul>
  9. 9. Examples of effective marketing strategies <ul><li>Get active with user Groups </li></ul><ul><li>Send relevant newsletters </li></ul><ul><li>Send surveys and feedback form </li></ul><ul><li>Send campaign for rentention & Loyalty Programs </li></ul><ul><li>Send loyalty offers for best customers </li></ul>
  10. 10. What customers expect from you? <ul><li>Quality of customer service </li></ul><ul><li>Increase ROI with product implementation </li></ul><ul><li>Benefit oriented Information </li></ul><ul><li>Convenience and ease in business </li></ul><ul><li>Helpfulness and quick suppo rt </li></ul>
  11. 11. How to build lasting relationship through database marketing <ul><li>Acquire and communicate with customers </li></ul><ul><li>Add new prospect data from all customer interactions - Surveys, conferences, Promotion history, Transaction history </li></ul><ul><li>Acquire data from trusted vendors </li></ul><ul><li>Update data at regular intervals </li></ul><ul><li>Use latest media to communicate and get active through social networking </li></ul>
  12. 12. Thank You Presentor: PJ Moris jd Edwards user List