Harriet Schneider from CMS Solutions presented on how they take email marketing offline to maximize results. CMS utilizes Act-On's marketing platform to integrate online and offline tactics. They run call campaigns on prospects identified through email marketing reports in Act-On. This operational approach has led to higher contact and lead rates, and lower costs per lead, than traditional email marketing alone. CMS provided examples showing how their process moves contacts to suspects, prospects, and eventually customers to close more sales.

1. August 25, 2011
Taking Email Marketing Offline
to Maximize Results
An Act-On Customer Success Story

2. August 25, 2011
Taking Email Marketing Offline
to Maximize Results
An Act-On Customer Success Story

3. Guest Speaker
Harriet Schneider
Director of Marketing Services
CMS SOLUTIONS

4. About CMS Solutions:
Operational Marketing Strategies
• In Business Since 1980 (CMS Solutions Marketing company since 2008)
• Located in the USA (St. Louis Missouri)
• 110 Employees (65 Call Center Representatives)
• Act-On Customer (Since 2008)
• What We Do
 Operational Marketing/Lead Generation/Sales Support company
 Help clients achieve step-by-step lead generation processes that track and
measure: 1) improvement, 2) sales growth, and 3) profitability
 Utilize unique capabilities in e-marketing, database management, sales process
engineering and tele-prospecting call campaigns using our trademarked methodology
– Power of NO2 Call System™.

5. CMS Approach
Life of the Lead

6. The Life of a Lead
From Contact to Customer
Contact Suspect Prospect
• Begins as a database • Exported by segment • Narrow suspect list
contact in a CRM into Excel for to include only most
eMarketing campaign likely prospects
(Large Quantity – Lack of
Qualification) (by watching behaviors
(Still unqualified but narrowing
the field to certain parameters) such as Opens, Clicks,
Forwards.)

7. The Life of a Lead
From Contact to Customer
Customer Referral Contact
• Prospects become • And referrals • A new contact in
customers. become new our CRM.
Customers buy contacts. And the
more; sometimes process begins all
make referrals. over again.

8. By the Way
What is a Lead?
INFORMATION
Contact LEAD Prospect LEAD Customer
• Information helps • Suspect to prospect. • And prospect to
lead move from customer.
contact to suspect.

9. CMS Approach
Taking eMarketing Offline
Tweet w hashtab #stopdark

10. Traditional eMarketing
Traditional eMarketing
Set up a campaign..
Launch..
Wait for results..

11. CMS Approach
Operational Marketing Strategies
Integrated Tactics Create Strategy
Call System (Featuring the Power of NO Methodology)
2
eMail Marketing (Drips, eNewsletters)
Database Consulting
Sales Process Re-Engineering

12. Operational eMarketing:
Leverage Robust Marketing Platform
Where does
Act-On fit in?
Reporting
Functionality
Templates

13. The CMS Approach:
Using Act-On
4 CMS Better
Traditional
eMarketing + Operational = Conversion &
Components Better Pipeline

14. Operational eMarketing:
Taking eMail Marketing Offline
Operational Components.
1. Measurable

15. Operational eMarketing:
Calls to Action
Operational Components.
2. Behavior-Driven

16. Operational eMarketing:
Proactive vs. Reactive
Operational Components.
3. Proactive

17. Operational eMarketing:
Maximizing Results
Operational
Components.
4. Integrated

18. CMS Approach
Campaign Examples and Results

19. Taking eMarketing Offline
6 Typical Call Campaigns.
1. eMarketing from Act-On Reports (opens, clicks)
2. Trade Show Follow-Up
3. Sales Activities
4. Client Database
5. Researched Prospecting List
6. Purchased Prospecting List

20. Measuring Success:
Contact Rate
Contact Rate in Call Center
14.00%
12.62%
12.00% 11.38% 11.36%
10.32%
9.79%
10.00%
8.46%
8.00%
6.00% Contact Rate
4.00%
2.00%
0.00%
eNewsletter Tradeshow Sales Activity Client Researched Purchased List
Opens Cards Database List

21. Measuring Success:
Lead Percentages
Lead %s in Call Center
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
eNewsletter Tradeshow
Sales Activity Client Database Researched List Purchased List
Opens Cards
FTD% 0.63% 1.53% 0.33% 0.30% 0.20% 0.11%
SH% 4.45% 1.44% 1.40% 1.24% 0.66% 0.30%
Total Leads 5.08% 2.96% 1.73% 1.61% 0.86% 0.41%

22. Measuring Success:
Cost Per Lead
Cost/Lead in Call Center
$300.00
$250.00
$200.00
$150.00
$100.00
$50.00
$0.00
eNewsletter Tradeshow Client Researched
Sales Activity Purchased List
Opens Cards Database List
Cost/Lead $19.67 $35.06 $57.84 $61.95 $116.27 $242.13

23. Measuring Success:
Website Traffic
April 7 April 13 April 20 April 27

24. In Summary
You Can Take it Offline!
• Empower yourself with an integrated platform.
• Utilize online reports, metrics and tools to drive
offline call campaigns and follow-up.
• Focus on prospects raising their hands – opens,
clicks, website visits, downloads.
• Let your sales team engage at most opportune
time for closing sales.
• Recycle leads not yet ready back into your
eMarketing efforts.

25. Act-On Partnership for Success
Robust eMarketing Platform
CMS Early Act-On Adopters
Impact on Act-On Platform
Driving CMS Business Model Dan Demas
Director of Customer Success
Shawn Naggiar
Vice President of Sales

26. Tools to Make it Happen
Act-On Marketing Platform
World Class E-Mail Complete Set of Tools Approach and Terms
Marketing Core and on One Platform that Work
Deliverability
• Drip, Web Analytics, • Start Simple, Automate
• 3rd Generation Email Landing Pages, Forms, at Own Pace
Scoring, CRM Integration,
• No Extra Cost for Social Media, Reporting • Affordable Pricing; Month-
Deliverability and More… to-Month Contracts
• Focus Usability, Simplicity • Live Customer Support –
and Manageability At No Additional Costs

27. Next Steps:
Tremendous Opportunity
Within 24 hours – email to request recording,
slides and more!
Learn More About Act-On
•Join Weekly Demo: www.actonsoftware.com
•Request 1x1 Demo: sales@actonsoftware.com or
(877) 530-1555
Learn More About CMS
•Log on To: www.powerofcms.com
•Contact: (866) 559-5296 or
harriets@powerofcms.com

28. Leave You With Life of the Lead