Learn three tools to improve E-mail marketing campaigns, increase conversions, and boost your marketing effectiveness. From our friends at BlueWolf and Oracle.
In this paper, Frank Dravis, Six Factors Consulting, discusses how even with the finest marketing organizations, the success of marketing ultimately comes down to the data.
In this paper, Frank Dravis, Six Factors Consulting, discusses how even with the finest marketing organizations, the success of marketing ultimately comes down to the data.
How to choose and use a CRM for your insurance businessARCSystems
To say that technology has changed the way we do business would be a drastic understatement. Computers, tablets, and smart phones have radically altered every aspect of our lives, including our businesses. Some of us may recall the days when we kept all of our client’s information in ledgers, notebooks, and folders. In fact, some of us may still be doing it. After all, it’s not always easy to adopt a new system, even when we clearly see that it has advantages for growing our business. While change isn’t, always, easy it can be good for us.
This study draws from the Montclare SaaS 250 to find the top 20 SaaS companies and their Twitter support feeds. The aim is to find out the uses and effectiveness of Twitter as a support channel for enterprise SaaS.
7 COMPONENTS OF AN OUTSTANDING DATA-DRIVEN MARKETING STRATEGY.Infocrest
According to a Insights Report, which surveyed 162 U.S.-based senior executives, a “ 64% of survey respondents ‘strongly agree’ that data-driven marketing is crucial to success in a hyper-competitive global economy.” While both executives and marketers enjoy the benefits of data-driven marketing, there are still a lot of hurdles in this path.
Measured Marketing Lab November 2015 lecture at Boston University - College of Communications on the future of marketing and the rise of Marketing Operations as a role..
Study: Inside the Sales Cycles of 280 SaaS CompaniesVinay Patankar
Created by Process Street in partnership with PersistIQ, this study uses an archive of over 1,000 sales emails and voicemail transcripts from some of the world’s biggest SaaS companies.
We analyzed trends (timing, content, software, subject lines, etc) in the follow-up sequences of 280 top SaaS companies and compiled them in this study.
See the full email sequences: http://insidesaassales.com/
https://process.st
https://persistiq.com
Research conducted earlier this year by Demand Metric confirmed that email is still the most favored marketing channel for businesses. Even with the growing popularity of social media, email remains at the top of the heap.
This report details results from the Demand Metric study on B2B email marketing effectiveness, whose goal was to understand how effective email is as a marketing channel, and specifically to understand the impact of multiple factors known to negatively impact email marketing effectiveness.
To obtain this document, visit us at http://www.demandmetric.com/register
Bombora - Intent data - The secret to smarter sales prospecting? - April 2016 Bombora
With increasing sophistication of marketing, flow of leads is not the problem – rather understanding which leads are worth following up is now the challenge for sales teams. Intent data can help marketing and sales teams to easily determine which leads are ‘worthy’.
This presentation was from a recent webinar, presented by Charles Crnoevich, Sales Director at Bombora. Charles discussed what intent data is and how it can be applied for smarter sales prospecting (in particular outbound calling).
The presentation also covers best practice case studies of how B2B companies are using intent data to optimise their lead-gen processes.
Through-channel marketing automation is now a mature category of business process automation software, and it’s poised for rapid growth in the years ahead.
At this stage, we should be clear on why a CRM is the best choice for our business and how would it help in strategizing our business model. Now when you have made a choice to go ahead with a CRM software, let’s understand the major advantages of using a cloud based CRM software and why should you invest on it.
How to choose and use a CRM for your insurance businessARCSystems
To say that technology has changed the way we do business would be a drastic understatement. Computers, tablets, and smart phones have radically altered every aspect of our lives, including our businesses. Some of us may recall the days when we kept all of our client’s information in ledgers, notebooks, and folders. In fact, some of us may still be doing it. After all, it’s not always easy to adopt a new system, even when we clearly see that it has advantages for growing our business. While change isn’t, always, easy it can be good for us.
This study draws from the Montclare SaaS 250 to find the top 20 SaaS companies and their Twitter support feeds. The aim is to find out the uses and effectiveness of Twitter as a support channel for enterprise SaaS.
7 COMPONENTS OF AN OUTSTANDING DATA-DRIVEN MARKETING STRATEGY.Infocrest
According to a Insights Report, which surveyed 162 U.S.-based senior executives, a “ 64% of survey respondents ‘strongly agree’ that data-driven marketing is crucial to success in a hyper-competitive global economy.” While both executives and marketers enjoy the benefits of data-driven marketing, there are still a lot of hurdles in this path.
Measured Marketing Lab November 2015 lecture at Boston University - College of Communications on the future of marketing and the rise of Marketing Operations as a role..
Study: Inside the Sales Cycles of 280 SaaS CompaniesVinay Patankar
Created by Process Street in partnership with PersistIQ, this study uses an archive of over 1,000 sales emails and voicemail transcripts from some of the world’s biggest SaaS companies.
We analyzed trends (timing, content, software, subject lines, etc) in the follow-up sequences of 280 top SaaS companies and compiled them in this study.
See the full email sequences: http://insidesaassales.com/
https://process.st
https://persistiq.com
Research conducted earlier this year by Demand Metric confirmed that email is still the most favored marketing channel for businesses. Even with the growing popularity of social media, email remains at the top of the heap.
This report details results from the Demand Metric study on B2B email marketing effectiveness, whose goal was to understand how effective email is as a marketing channel, and specifically to understand the impact of multiple factors known to negatively impact email marketing effectiveness.
To obtain this document, visit us at http://www.demandmetric.com/register
Bombora - Intent data - The secret to smarter sales prospecting? - April 2016 Bombora
With increasing sophistication of marketing, flow of leads is not the problem – rather understanding which leads are worth following up is now the challenge for sales teams. Intent data can help marketing and sales teams to easily determine which leads are ‘worthy’.
This presentation was from a recent webinar, presented by Charles Crnoevich, Sales Director at Bombora. Charles discussed what intent data is and how it can be applied for smarter sales prospecting (in particular outbound calling).
The presentation also covers best practice case studies of how B2B companies are using intent data to optimise their lead-gen processes.
Through-channel marketing automation is now a mature category of business process automation software, and it’s poised for rapid growth in the years ahead.
At this stage, we should be clear on why a CRM is the best choice for our business and how would it help in strategizing our business model. Now when you have made a choice to go ahead with a CRM software, let’s understand the major advantages of using a cloud based CRM software and why should you invest on it.
Duane Reade's investment in the Lexmark products, services and solutions will achieve a 113% return on investment in the first three years. Additionally, Duane Reade will achieve a first year payback, with total net benefits of nearly $1 million over three years.
Discover what the top priority is for these CIOs and the correct way to position your IT product as a strategic business impact solution in the face of rapidly changing IT trends.
Kofax turned to Mainstay to help define the key value drivers and impact levels to help promote their Claims Automation Solution. Working closely with Kofax’s product team and working with key customer references, Mainstay was able to build a very compelling infographic that provides a simple, rapid way to digest a very complex solution.
Xerox helps Cal State Fullerton prepare students for the future while seeing significant savings with an innovative digital printing solutions and service.
FICO with VMware Virtualization TechnologyMainstay
FICO is a world leader in decision management and predictive analytics. Their investment in VMware virtualization technology allowed the company to consolidate its sprawling IT infrastructure, automate system management tasks, boost availability and shrink energy consumption, while allowing it to deploy state-of-the-art cloud computing environment to speed product development worldwide.
Like most healthcare organizations, Methodist Healthcare faces a range of pressures in an industry challenged in recent years by declining reimbursements and a slew of new operating requirements mandated by healthcare reform.
To address these challenges, Methodist Healthcare forged a comprehensive partnership with Xerox. Through this partnership, Methodist adopted a centralized print services organization. Xerox deployed a fleet of 275 Xerox printers and multifunction devices that provided value while reducing the reducing the environmental impact of print as Methodist continues to grow and expand. Now into its second decade, the partnership between Methodist and Xerox continues to uphold the shared values of the two organizations.
Ruthless Execution - Oracle's Journey to Customer CentricityMainstay
The story of Oracle demonstrates the transformative power of critical capabilities to energize the company, and in doing so, build an atmosphere where ruthless execution became the highest value.
5 WAYS TO CREATE AND MANAGE B2B DATABASE EFFECTIVELYtechnodatagroup
In today's business scenario, budgets are static while goals are increasing. As a B2B marketer with big growth goals, you need to focus on the markets that matter.
5 WAYS TO CREATE AND MANAGE B2B DATABASE EFFECTIVELYtechnodatagroup
In today's business scenario, budgets are static while goals are increasing. As a B2B marketer with big growth goals, you need to focus on the markets that matter.
This article offers works as a guide that will give you actionable steps and preferred business practices for B2B marketing professionals. Run the following practices in comparison to your old traditional methods and see the difference for yourself:
5 WAYS TO CREATE AND MANAGE B2B DATABASE EFFECTIVELYtechnodatagroup
In today's business scenario, budgets are static while goals are increasing. As a B2B marketer with big growth goals, you need to focus on the markets that matter.
This article offers works as a guide that will give you actionable steps and preferred business practices for B2B marketing professionals. Run the following practices in comparison to your old traditional methods and see the difference for yourself:
Identifying causes, business impact, and techniques to eliminate bad data fro...AkashSingh388720
determining the root reasons, the effects on the business, and the methods to remove erroneous data from CRM Frequently Used Busting Fail-Proof Ways to Hire A-Listers in Sales: 5 Common CRM Myths Recommendations from Us Where does innovation lead us with respect to retail redefined?
Scalable B2C lead generation is what we do. Every client we work with has different objectives. However, acquiring quality sales leads within affordable CPL’s and being able to accurately track conversions come as standard.
We have access to countless lead sources throughout the world and we know what works and doesn’t work!
At Progressive Sales we generate quality leads on a daily basis where numbers can be relied on each day. We are proud of the fact that the majority of agencies and brokers we work with refers to us as one of their preferred suppliers.
CRM Data Quality - An Email Marketing PerspectiveDatamatics_BPO
This white paper outlines the costs and consequences of poor CRM data quality and also highlights the possible strategies for overcoming the bad data dilemma.
This book explains the concept of customer relationship marketing(CRM) and provides guidance on how to implement it effectively. It also gives good practical examples of customer relationship marketing and the importance of social media when targeting a customer. For more information please click on link:
https://shrinke.me/6RwSQs0W
Relationship build business... how do you relate to your target audience?
If you want to have a long-term customer based circle, building relationship is essential.
You see, people buy from you because they already have the connection and trust with you not that they need the product alone. This is very important to understand.
Unified Customer Views can help marketers organise, analyze and execute their one-on-one marketing and conversion strategies better. Plumb5, a path-breaking, real time, marketing platform helps them do just that. This write up, gives a glimpse into how the platform achieve this.
Can you afford to let software append and clean the most crucial B2B informat...BizProspex
Data decay is a big challenge affecting millions of B2B businesses, can you afford to let software append and clean the most crucial part of your sales process - data.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
Similar to 3 Steps to Effective E-mail Marketing (20)
- Craft a compelling RFP Executive Summary that includes quantified measures of business impact and KPIs.
- Prepare a Business Value Assessment (BVA) of their existing solution’s business value.
- Executive-ready presentation that is included as an appendix to the RFP.
- Providing existing RFP customers with a “cost to conduct an RFP” calculator.
- Estimate the full cost of going out to multiple RFPs.
Working with the Mainstay team, the Cisco IOT Manufacturing Marketing team combined research from manufacturing trade associations, management consulting research and an internal benchmarking project to create an Executive Briefing Presentation that would educate CxOs on the opportunities IOT can provide. This content was also repurposed to create a manufacturing IOT whitepaper to provide an asset to entice prospective customers to consider Cisco’s IOT offerings.
Mainstay was introduced to Bluewolf through their relationship with Oracle and brought our team in to help capture the business value story at Kele. Working with the Bluewolf sales team and the Kele project sponsor, Mainstay was able to develop a quantitative view of the business value achieved. The story focused on the impact of developing a marketing automation solution to benefit Kele’s customers by providing greater customer support and a deeper partnership with their clients.
In innovative Cisco wireless network improves connectivity for students, faculty, and staff and provides a reliable platform to support Smart Classrooms, new computer labs, mobile devices, online learning environments, and campus-wide security systems.
Amid a drastically changed industry landscape characterized by choosier customers and tightening regulations, insurance companies are scrambling to sustain growth and profits.
Government agencies everywhere are facing enormous challenges as they confront the demands of the digital age, including an explosion in information system assets. LCCOC made the switch to NetApp to migrate the data from the legacy system in just two weekends.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
2. Today’s leading marketers
know how to balance
creative
campaign strategy and
technical
execution to prove ROI from
their email marketing
2 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
3. 2
1
3
89%
BEYOND BATCH AND BLAST
For too long marketers have taken the easy way out: emailing every campaign to their
entire database. While simple to execute, a “batch and blast” approach no longer works
in a world where each email competes with thousands of digital, mobile, and social
messages. Against this backdrop of marketing noise it can be nearly impossible for your
email to stand out and get noticed.
But there’s good news: You can cut through the clutter by creating email campaigns that
are relevant—even irresistible—to the people you are trying to reach. In this guide, you
will learn how to adopt new strategies and techniques that allow you to “convert from
broadcast to personal,” completely transforming the way you look at email marketing.
HOW TO GET THERE
Personalizing your email marketing can be game changing for your business and revenue
expectations. Research shows that relevant emails drive 18 times more revenue than
broadcast emails. And according to the Aberdeen group, personalized emails improve
click-through rates by 14%, and sales-conversion rates by 10%.
So where do you start? In this guide, we’ll describe three crucial steps to take before
launching your next email campaign.
Boost your
marketing
effectiveness
This guide will help to maximize the
effectiveness of your marketing by
creating personalized and relevant email
campaigns using these three steps:
TAKE CONTROL OF YOUR DATA
SEGMENT YOUR AUDIENCE
DEFINE CAMPAIGN SUCCESS
of marketers said email was their primary
channel for lead generation According to Forrester Research
3 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
4. Take
Control of
Your Data
Step 1:
WHY DATA IS IMPORTANT
Although data is hardly a sexy topic, the truth is data is the backbone of your company’s
growth strategy. Data is essential to maximizing sales effectiveness, amplifying your
marketing messages, and driving increased customer engagement.
In Bluewolf’s annual report, we found that the second biggest business challenge—“what
keep executives awake at night”—was data (see page five). There is too much data out
there, it’s untrustworthy and quickly becomes outdated, and produces redundancy across
siloed systems. The longer you wait to take control of your data, the more inaccuracies
you’ll encounter, and the more costly it will be to your organization.
4 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
5. QWhat keeps you awake at night?
Responses fell into one of four groups.
•
•
•
Hiring the right people
Increasing adoption
Communicating change
•Reducing bad data
•Data security/compliance
•Trusting data
•
•
•
Increasing sales
Customer engagement
Rapid expansion
•
•
•
Integrating systems
Budget allocation
Ensuring security
one
people
two
data
three
revenue
four
revenue
5 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
6. Get a Handle on Your Data
Start by taking an inventory of what data and content you can actually access and
measure. Your marketing, sales, and customer service departments may maintain different
lists which pull from different applications and databases including CRM systems, manual
sales entry forms, and list buys and imports. To be an effective marketer, you need to
know how data comes into your organization.
Remember that different kinds of data are important for different parts of your
organization. For your sales teams, customer phone numbers and addresses drive their
outreach efforts. Customer service cares more about the number and types of cases and
complaints submitted. If you’re a marketer, you worry less about phone numbers and
more about what channel they used to find their way into your database.
The most efficient and effective organizations have full visibility across their marketing
automation and CRM systems. In addition to this integration, they also consider their
social data: where it’s being tracked and how they are responding to it. When all of your
tools and systems are consolidated into a single view, it fosters a natural alignment and
better communications between sales, marketing, and customer services—leading to
greater customer satisfaction.
three Ways to Clean
Your Database
Research shows that companies that employ consistent data hygiene generate seven
times the number of inquiries and four times the number of leads. Here are three ways
that you can clean up your database, normalizing unruly contact lists, and creating a solid
foundation for effective email marketing.
Research shows
that companies
that employ
consistent data
hygiene generate:
7x
the number
of inquiries
4x
the number
of leads
6 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
7. HERE ARE FEW WAYS TO
TACKLE DUPLICATE DATA:
SMART FORMS
These can be used to pre-populate the
data you already have of that person,
thus avoiding duplicate entries and
data-entry errors.
CHECK BOXES
You can also add a checkbox option on
your forms that asks, “Has your email
address changed?” This alerts your
marketing team to check duplicates for
that record and update accordingly.
THIRD-PARTY TOOLS
Also consider third-party software, such
as RINGLEAD or NETPROSPEX,
which detect when duplicate records
are being entered into the system.
Use these tools on a regular basis to
reduce duplicates and to run spot
checks whenever you update
your database.
2
1
25
%
OF B2B CUSTOMER DATA BECOMES
INACCURATE WITHIN A YEAR
think data is
underutilized
use their data
systematically50
%
STANDARDIZE FIELDS & VALUES
For marketer, successfully tackling data can seem like an uphill battle. Teradata’s reports
that nearly 50% of marketers agree that data is the most underutilized asset in their
organization, with less than 10% saying they currently use what data they have in a
systematic way. One way to simplify things is to normalize data into clearly defined buckets.
For example, if your database has multiple titles for the same person, it can make figuring
out who you want to talk to an onerous task. Consider standardizing the data using the
fields of “Function” and “Role” rather than highly variable fields like “Job Title.” Doing this
brings consistency to the contact list by normalizing around single-defined values.
DE-DUPLICATE YOUR DATA
Research shows that up to 25 PERCENT of B2B customer data becomes inaccurate
within a year. Duplicate information is a big part of this, undermining effective customer
communications.
10
%
7 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
8. Syncing Marketing and
Sales Data
Drive alignment in the data your sales team wants versus what data your marketing team
uses. Be aware of all the ways data is coming into your system. Drive home consistency and
agreed-upon dropdown menus, data entry, and fields captured.
Q
A
Do you use the same required
fields in your customer landing
page forms as you do when a
salesperson creates a contact
in the CRM system?
The answer should be YESif
you want consistent, accurate
data across different channels.
ENFORCING CONSISTANCY
8 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
9. 3
Once you’ve cleaned up your database, be sure to standardize and normalize your data
on an ongoing basis. For example, make sure that your white paper downloads and trade
show registration forms share the same database fields. If you have a CRM system, ensure
that data from your marketing and sales groups are flowing in both directions. Both sets
of data need to sync to provide an accurate and current view of the customer.
Ultimately, database maintenance should be the responsibility of your entire organization.
That means enforcing a consistent data governance program across your business and
making it a regular part of staff onboarding and training. You’ll want to meet regularly
with your sales, service, and IT teams to make sure that you continue to capture the most
important data for each department. Learn how your sales teams are organized. Do they
sort leads by region, by company size, or by revenue? The type of information that you
capture will need to match these priorities. Bear in mind that these priorities will change
over time as your business evolves, so consider holding quarterly meetings with your
department heads to stay current with the latest vision.
The bot tom line
MARKETERS need to engage every line of business to find out how and where they’re
getting new data. ALL EXECUTIVE STAKEHOLDERS need to agree on a consistent,
company-wide process for uploading and updating customer data.
CASE STUDY
MEDIAMATH ACHIEVES
A CLEAN DATABASE
MediaMath offers technologies and
services enabling online, digital
marketing and media to help their
global customer-base execute
effective data and metric driven
digital marketing decisions.
By integrating Netprospex into
their marketing automation tool and
CRM, MediaMath saw great results in
both sales and marketing.
Increased SAL (sales accepted leads)
to 30% from just 5% previously.
Decreased duplicate records from
20% to zero duplicate records.
Gained ability to proactively manage
data cleanliness including hard
bouncebacks and duplicates.
DUPLICATES
30%
EMBED DATA QUALITY IN YOUR PROCESSES
Database maintenance should be the
responsibility of your ENTIRE organization
9 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
10. KELE CLEANS UP ITS CONTACTS
Kele, a leading provider of building automation products, was hampered by
overlapping and mismatched customer data, specifically around job function and titles.
Originally, the company was dealing with more than 30 different job function values –
many that were redundant, irrelevant, or not being used.
Bluewolf helped Kele create a consolidated Function field containing 11 well-defined
values that mapped to all possible versions of a job title. With this normalized mapping
of fields in place, Kele reduced the number of blank Function fields by 10%. By putting
the data through this “washing machine,” Kele could create 11 clearly defined customer
personas and establish clarity around how to market to these groups.
HOW DATA NORMALIZATION CAN WORK
Data normalization promotes simplicity and consistency in contact lists. Here’s an
example of how it works.
New “Function” fieldJob Title field contains
Marketing
Demand Gen Content Marketing Social
Media CMO Product Marketing Lead
Generation Advertising Brand Database
Manager Editorial Digital, Automation
Sales
Sales Manager Sales Ops Product Manager
Account Manager Account Executive
Regional Manager VP Sales VP Of Sales
Sales Enablement
IT
Tech Help Desk Cloud Systems Develop
CRM VP IT VP Information Technology
Technology Innovation Technical
Administrator Director Of IT
CASE STUDY
REACHING MORE PEOPLE
After revamping its email marketing, Kele
increased its reach by more than 50%,
increasing its touch from 40% of its
customer database to more than 60%
50%INCREASED
REACH
40%
INCREASED
TOUCH FROM
TO
60%
10 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
11. Implement a Data
Governance Strategy
Align your marketing with sales and customer service to understand why data
inconsistencies are happening. Find the root of data issues before changing processes.
THE RISK OF BAD DATA
Studies show that if your database
contains more than 10% duplicate
information, or if your data is less than
70% complete, your campaigns are
at risk of underperforming.
!
at risk
>10%
DUPLICATES
<70%
INCOMPLETE
11 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
12. QWhat Data Fields Will You Collect?
Remember the best way to increase the health of your database is to start at the
point of data collection.
100
60
40
EMAIL
FIRSTNAME
LASTNAME
COMPANY
CITY
STATE/PROVINCE
COUNTRY
BUSINESSPHONE
TITLE
CONTACT FIELD COMPLETENESS%
45
50
55
65
70
75
80
85
90
95
ADDRESS
ZIPCODE
12 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
13. Segment
Your
Audience
Step 2:
THE KEY TO PERSONALIZATION
Segmenting data enables you to group people with similar characteristics such as job
function, buying habits or geography. This allows organizations to craft unique messages
and offerings that speak to the specific interests and concerns of each customer group.
Driving personalized, relevant marketing will help you improve customer response rates,
boost customer loyalty and trust, and ultimately capture more revenue.
13 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
14. Segmentation Reaps Rewards
Email marketers that practice list segmentation see...
better open rates lower opt-out &
unsubscribe rates
better email deliverability,
increased sales leads,
& greater revenue
39%
28%
24%
14 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
15. Slicing and Dicing
There are hundreds of ways to segment your audience, corresponding to business
objectives, specific products or services, B2B or B2C, global or regional markets—the list
goes on. See right sidebar for just a few of the most popular and effective grouping
Another useful way to segment your database is by buying cycle, which looks at your
customers’ purchasing habits across the three variables below.
bluewolf tip
Remember, there’s no single right way of segmenting that fits every customer base. The
best method will depend on your particular business, your unique sales cycles, and your
marketing goals.
10 examples of
audience groupings
Here are just a few of the most
popular and effective groupings:
GEOGRAPHY
AGE
GENDER
JOB FUNCTION
INDUSTRY
SENIORITY
CONTENT TOPIC
EDUCATION LEVEL
IN-STORE VS. WEB VISITORS
RECENT WEBSITE ACTIVITY
RECENCY
When was their last purchase? Is this a
new or repeat purchase?
FREQUENCY
How often did they purchase over a
defined period of time?
MONETARY VALUE
How much are they buying, and what is
their ultimate lifetime value?
VARIABLES IN CUSTOMERS’ BUYING CYCLE
15 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
16. Get to Know Your
Personas
Segmenting is all about targeting a specific type of customer. It’s important to understand
the various personas that make up your customer base. Flesh out effective personas
by getting in the mind of that customer type. Do a hypothetical “ride along” with your
customers as they interact with your brand during a typical day and encounter the pain
points and promises that go with it.
Carve out audience segments that match the different personas you’ve created. For instance,
you can map buying cycles to each persona and create content that’s relevant during
specific cycles. You may want to consider “cross-segmentation” by combining existing data
categories, such as job function and geography or buying frequency and gender.
CASE STUDY
HOW KELE SEGMENTS
ITS CUSTOMERS
Kele chose to sort its customers according
to their purchasing habits, placing them
into distinct buying cycle segments. By
tailoring messages to each group, Kele
increases email relevance, marketing
effectiveness, and revenue.
EXAMPLES OF KELE’S
BUYING CYCLE SEGMENTS
NEWBIES Purchased for the first time
CATCH-ONS Purchased 3-5 times in
the last 3 months
PROMOTERS Purchased 6 or more
times in the last 3 months
WIN-BACKS Suddenly have gone at
least 3 months without buying
ONE-AND-DONES Purchased 1-2
times, but have not bought since
DROP-OFFS Have not purchased in
over a year
WHITE-SPACE Have never bought
before but are in database
WIN BACKNEWBIE
PROMOTER
CATCH ON
16 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
17. Define
Campaign
Success
Step 3:
BENCHMARK YOURSELF
Once you’ve cleaned up your data and decided on persona segmentation, review your
past email-marketing campaigns and set benchmarks to help you define what a successful
email campaign will look like.
17 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
18. Identify which past campaigns have generated good results, which have fallen short, and note
any trends you see with different types of buyers. Look at your key email metrics, such as:
OPEN RATE
How many unique people “viewed” or “opened” your email. A healthy open rate should be
in the neighborhood of 25%.
CLICK-THROUGH
How many recipients took the additional step of clicking on CTA links in your email. High
click-through rates are a good sign that your audience finds your offer interesting.
CONVERSION RATE
How many recipients “raised their hand” by taking action on your email, such as a filling
out a form or signing up for a sales meeting or webinar.
UNSUBSCRIBES
A few of these are expected and good for database hygiene, but watch out if you see a
jump in unsubscribes or email opt-outs. Generally, unsubscribe rates should average about
half a percent and rarely exceed 1%.
DEFINE WHAT METRICS
TO MEASURE
Decide what metrics to track and be
consistent on measuring these each time
you execute a marketing campaign. Track
trends and identify ways to increase
metrics and engagement.
is a healthy email open rate
25
%
maximum unsubscription rate
examples of
measurable data
Here are just a few of the metrics
that you should be tracking:
EMAILS SENT
EMAILS DELIVERED
EMAILS OPENED
EMAILS CLICKED-THROUGH
TOTAL FORM SUBMISSIONS
FORM CONVERSION RATE
TOTAL BOUNCEBACKS
FORM ABANDONMENT RATE
TOTAL UNSUBSCRIBES
01
%
18 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
19. Define Success
Ask yourself who you want to target and what you want to accomplish with your emails.
Your objectives might include things like nurturing promising leads, encouraging new
customers to buy more, reinforcing the loyalty of your best customers, or all of the above.
Then make sure you’re targeting these groups with the right message. Certain audiences
respond better to particular types of content, such as webcasts, thought-leadership
pieces, event invites, or a basic discount offering.
Ramp Up
Remember that it will take time to reach your goals, so set reasonable expectations based
on past performance. Even after you’ve cleaned up and segmented your database, don’t
expect your open rate or other stats to improve 10% overnight. That will happen as you
continue to clean your data, refine your segments and personas, and deliver trustworthy
and relevant content over time.
Track Performance
To know if you’re hitting your goals, you should have a good system for tracking campaigns
over time. The best marketing automation solutions come with built-in reports that give
you a holistic view of your campaign, including performance measures like revenue and
profitability. You can also create customized dashboards that let CMOs and other executives
track marketing effectiveness at a glance and make fast course corrections.
MEASURE
CAMPAIGN EFFECTIVENESS
Leading marketers measure campaign
engagement, analyze the results and then
iterate on both the positive and negative
trends that are identified.
CAMPAIGN ANALYSIS
Overall activity from IP
1000
2000
3000
8000
7000
6000
5000
4000
0
Form
Conversion
(%)
Form
Abandonment
(%)
Visitors
TotalPageViews
FormSubmissions
totalactivitypermonth
19 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
20. Define Disengagement
At a certain point, if people aren’t opening your emails you need to re-evaluate your
approach—before your emails turn into spam. As part of your email strategy, define what
you consider a disengaged contact. Typically this could be after six months or a year
of not opening your emails. Review your previous campaigns for clues to why certain
people (or personas) lost interest and consider launching a relevant and educational (non-
sales) re-engagement campaign, possibly including special coupons or offers designed
specifically for this group.
Exercise caution when you do these re-engagement campaigns: Be sure to define your
segment properly, include truly relevant content, and expect more than the usual number
of bounce-backs. The goal is to generate “opens” and pull these people back into your
regular campaigns. But if this effort fails to spark a response, it may be time to remove
them permanently from your email strategy.
The goal is
to generate
“opens” and pull
people back into
your regular
campaigns
IS IT WORKING? TRY AN A/B TEST
What types of emails do your contacts
like? Are they more responsive to
product-focused emails? Would they
prefer case studies, or are they drawn to
coupons and discounts?
Find out by conducting an A/B test:
Compare the response rates between
emails with coupons against coupon-
less emails, or against an email with
lots of helpful product information.
It’s a time-tested technique that yields
measurable results and builds greater
insight into what your customers want
to hear from you.
A/B TEST
VS
Coupon Campaign
20 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
21. Measure Database Engagement
When your marketing efforts are relevant and effective, your database engagement
should rise steadily over time. Measure engagement and define disengagement as you
build new trust with your database.
100
90
80
70
60
50
40
30
20
10
0
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Active contact engagement increased over time
%
21 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
22. Are You Ready?
Before Launching Your Next Email Campaign, Here is a Checklist:
Email Personalization Checklist
SEGMENT FOR SUCCESS
Identify the business objectives of your
email campaigns
Implement the right segmentation
strategy to meet your business goals
Establish a process to capture
segmentation white spaces, continually
improving your segmentation strategy
DEFINE SUCCESS
Set a baseline by benchmarking past
email campaigns
Create a set of ramped targets for
future campaigns
Communicate program results to
executive management
TAKE CONTROL OF YOUR DATA
Create a 360 degree view of all
customer data sources
Standardize data fields and values to
ensure data consistency
Establish data de-duplication best
practices across departments/systems
Implement data normalization best
practices to deliver accurate and
timely information
22 | 3 STEPS TO EFFECTIVE EMAIL MARKETING
23. LEARN MORE
ABOUT BLUEWOLF
Bluewolf is a global business consulting firm. Companies across the world choose
Bluewolf to help them engage their customers and drive more sales. As the first
global business consulting firm born in the cloud, Bluewolf’s strategic consulting,
implementation, training, and cloud management services drive business outcomes in
weeks, not years.
ABOUT ORACLE ELOQUA MARKETING CLOUD SERVICE
Eloqua’s innovative solutions power the success of award-winning marketing teams
worldwide. They target prospects, easily execute campaigns, send leads to sales in real time,
convert more deals, and demonstrate measurable ROI. Transform the way you market in the
digital age while delivering an integrated and highly personalized customer experience.
SOURCES
Bluewolf, The State of Salesforce, 2013-2014
Salesforce, 5 ways to Improve Sales Leads with Marketing Automation, 2013
HubSpot, All The Marketing Statistics You Need
IBM, From Stretched to Strengthened, Insights from the Global Chief Marketing Officer Study
Teradata, Data-Driven Marketing Survey, 2013
SilverPop, Email Marketing Metrics Benchmark Study, 2013
Lyris, Annual Email Optimizer Report
TAKE ACTION
FREE
MARKETING
AUTOMATION
HEALTH CHECK
bluewolf.com/marketing
Let Bluewolf assist with the discovery
and prioritization of your marketing
initiatives. Walk away with a strategy
to start reducing your backlog and
aligning applications to company goals.
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23 | 3 STEPS TO EFFECTIVE EMAIL MARKETING