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Integrating Search & Email Marketing

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http://www.pointit.com - This presentation covers how to integrate search and email marketing for a comprehensive, successful online marketing campaign.

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Integrating Search & Email Marketing

  1. 1. Integrating Search & Email Marketing Jon Lisbin – Principal Point It Terry Miller – Managing Partner CRM Group February 18, 2009
  2. 2. About Point It Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• 12 team members, 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  3. 3. Agenda Presentation AgendaJon Lisbin – Point It• Search Engine Marketing Stats• Stages of the Buying Cycle• Increasing Search Lead ConversionsTerry Miller – CRM Group• eNurture Situation Analysis• Sample eNurture campaigns / Case Studies• Q&A
  4. 4. Online Marketing ROI
  5. 5. Lead Generation and Nurturing
  6. 6. Buy Cycle `
  7. 7. Corporate Site
  8. 8. Lead Gen LP Offer 1content
  9. 9. Lead Gen LP Offer IIcontent
  10. 10. Drip Marketing
  11. 11. About CRM Group• Terry Miller – Managing Partner – 20+ years of experience in sales, marketing and operations for high technology companies – Founder and EVP – Mercata.com • Responsible for marketing, merchandising, site content & design, operations and customer service – VP of Sales – SuperCede, Asymetrix, Softbank – Senior Direct Response Positions – Gupta, Broderbund – Founder and General Manager – Triton Products Company
  12. 12. Lead Generation and Nurturing Major Contribution to Lead Generation and Nurturing
  13. 13. eNurture Situation Analysis• Marketing generates leads from a number of sources• Sales lacks the resources to follow up on every lead in a timely manner• Problem: Finding an efficient way to further qualify leads in order to help prioritize sale’s follow up activities• Solution: Create an eNurture campaign utilizing email – Get prospects to self-qualify themselves as they respond to a series of calls-to-action featuring differing bars to entry
  14. 14. eNurture Campaign Benefits
  15. 15. eNurture Campaign Goals• Create a multi-installment email nurture campaign that will provide a framework for effective customer communications centered around your company’s unique value propositions• Move prospects through the process to becoming qualified leads more quickly and in greater quantities• Optimize open rates, click through rates and $ per email generated
  16. 16. eNurture Campaign StepsEvaluation Analysis Implementation- Current communication - Sales cycle data - New customer contact stream - Conversion rate strategy - Objectives - Duration - Timing - Form - Value - Messaging - Frequency - Calls-to-action 1 2 3
  17. 17. eNurture Campaigns
  18. 18. eNurture Campaigns
  19. 19. Case Study – MNA.com• eNurturing Account activation registrations Key Factors into paying 36% •Communication customers 34% stream with email 32% 30% evaluation 28% •Data analysis •Revised 26% customer 24% contact strategy 22% 20% Old contact New contact stream stream
  20. 20. eNewsletter Situation Analysis• Not now doesn’t mean not ever – Some leads aren’t ready to take action and don’t respond to the calls-to-action from the eNurture campaign – Cost of acquisition already covered• Problem: Finding an effective way to continue to communicate with non-responding leads after the eNurture campaign – Continue to present your value proposition without being annoying• Solution: Create an email Newsletter program – Maintain mindshare with prospects – Further qualify prospects into leads
  21. 21. eNewsletter Benefits
  22. 22. eNewsletter Campaign Goals• Create a periodic eNewsletter program that will continue to communicate your value propositions• Position your organization as a credible supplier by providing information your prospects will value’ – Non-sales approach – Avoid self-promotion• Deliver compelling content by allowing the recipients to vote with their clicks• Continue to mine additional leads from your prospects
  23. 23. eNewsletter Campaign StepsStrategy Content Creative Optimization- Objectives - Categories - Effective communication - Test - Thought leadership - Quantity - Brand supportive - Content type - Leads - Type - Reinforce personality - Number of articles - Mindshare - Voice/personality - Site traffic drivers - Images, Text, Links 1 2 3 4
  24. 24. Newsletter Campaigns
  25. 25. Newsletter Campaigns
  26. 26. Case Study – Penner-Ash Winery B-to-C Newsletter B-to-C Newsletter Open Rates Click Rates Key Factors50% 35% • Highly 30% qualified audience40% 25% • Compelling30% 20% content20% 15% 10%10% 5%0% 0% Average Penner-Ash Average Penner-Ash
  27. 27. About CRM Group• Founded May ’01• Offices in Redmond, WA• Help companies – Acquire more customers – Sell more to existing customers – Improve their overall email marketing efforts • Strategy • Content development • Deployment• www.crmgroupusa.com – 425.827.7526
  28. 28. CRM Group Email Clients
  29. 29. Integrating Search & Email Marketing Q&A Jon Lisbin Point It JonL@Pointit.com Terry Miller CRM Group Terry@CRMGroupUSA.com February 18, 2009

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