Canadian Anti-Spam Legislation(CASL) & New Marketing Strategies
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A Quick review of the Anti-Spam legislation, it's impact and the other sources of impact to some organizations mix in demand generation. New sales and marketing channels, and solutions are reviewed.
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Canadian Anti-Spam Legislation(CASL) & New Marketing Strategies
- 1. Presenter: Dalia Asterbadi July 2014 CASL & NEW Marketing Strategies Building Authentic Conversations & Engagement to Increase Earned Value
- 2. Relationship Management Prospecting cannot be in ‘bulk’ Pressure on ROI Look Beyond Numbers! Community Engagement Target List/Contacts Context
- 3. Existing Relationships – Leads or Contacts that are in ongoing transaction activity. Customers/podcast subscribers Non-Existing Relationships – Leads or contacts that are not formally your customer, and are in the process of communications. Relationship Management & Overview
- 4. The 30 Seconds Guide to CASL “Compliance Step 1: Inbound Disclaimer •Assets, Workflow on inbound outlets. Step 2: Content & Engagement •Tone Review Step 3: Tools & Templates •Disclosure Step 4: Audit •CRM Automation & internal actions
- 5. CASL “Approved” Strategies Reduce Bulk Email (i.e DO NOT CALL List etc) Value-Driven Permission & Segmentation Dramatically shifting to Authenticity, Context, Connections Segmentation Consent Disclosure
- 6. CASL Audit trails & CRM Resources available @ www.whitecasl.com • Automating the process • Workflow to minimize risk • Accountability is across teams, not marketing only!
- 7. Resource: The Marketer’s Guide to CASL Segmentation Relationship Management Authentic flow
- 8. Companies with CASL Excellence Relationship Tailored – Focused on Value Peer to Peer Driven Relationship Responsible
- 9. NEW Marketing Strategies Communications & Prospecting Keep core marketing strategies, remembering the goal is conversion, not getting an opt in • Lists Purchasing • Prospecting cannot be in ‘bulk’ • Third-Party Affiliates • Social Media Exhaustion
- 10. the next “advantage” to enriched ROI 1. 4. 3. 2. Direct to Target 360 degree relationships Brand Interest: Targeting, Content, channels etc Channel Coverage/Persona Segments Evangelism, local support Relationship Management, the sweet spot between community engagement, targeted lists and context.
- 11. Implementation of a pure relationship social prospecting engine Customized Community-based Insights Customized Brand Segmentation Persona Segmentations Conversion Analysis New Toolkit Requirements
- 12. Expanding the DB on the common insights and the buyers social Presence Value Extension | Social Prospecting Find Commonalities on location, groups, presence etc John “Champion”
- 13. Miranda is having a hard time with Retention ---She cannot rely on tactics to manage renewals. Changing the sales process – one connection at a time! Marketing Automation Campaign ROI. Stage Validation. SQL vs MQL Retention Competitive Takeout. Risk. Upsell. Stickiness. Adoption Demand Prospect Common Accounts. Qualify. Dead leads. Stand out. Relevant content
- 14. Miranda is having a hard time with Retention ---She cannot rely on tacticsto manage renewals Changing the sales process – one connection at a time! Marketing Automation Campaign ROI. Stage Validation. SQL vs MQL Retention Competitive Takeout. Risk. Upsell. Stickiness. Adoption Demand Prospect Common Accounts. Qualify. Dead leads. Stand out. Relevant content
- 15. CASL & NEW Marketing Strategies Recap Step 1: Define your Contact Flow Step 2: Identify clear segments & review data requirements Step 3: Build your tactical plan, pre July 1 and post. Step 4: Get your CRM ready. Step 5: Track your consent. Update your disclosure communications. (whiteCASL provides the most unique way to track sender/resender authentication tracking) Step 6: Introduce new methods into mix Step 7: Review Metrics Step 8: Know your Social Exhaustion limits Step 9: Measure Results, not data points Step 10: Learn from high value contacts COMMUNICATIONS WITHIN CANADA? SOURCE OF RELATIONSHIP STATUS CONSENT AUDIT & LOOP
- 16. Your Business – How it can count – Wealth Management You manage 100’s of thousands of households & Your marketing effort may be limited based on knowledge of your customer – Advisors have no window to access intelligence realSociable can: Notify each broker when a client changes jobs or buys a new home There is a Window of Opportunity to upsell but also connect and keep the relationship strong. realSociable can: Let you know when there is a specific event one of your big clients is attending who may be a flight risk. realSociable can: Allow you to preview twitter conversations your customer is having with another firm. Business is social. Thank you. Contact me* if you want access to the guides & resources: 1.647.821.9649 dalia@realSociable.com *You have my express consent to reach me ;)
Editor's Notes
- The mutually Inclusive
- The mutually Inclusive
- The mutually Inclusive
- Miranda is an example of one of customers – she is an account manager of a SaaS company and despite the health of her sales funnel – retention is a big part of her quota and bonus. Miranda has to manage a daily task list of activities and although her team have build a sophisticated nurture program where renewal emails, stay in touch and whitepapers are downloaded – she is still challenged with making a positive impact to her customers – why? Cause she is missing the ability to find the right point and the brief window of opportunity where these signals can allow for a good coversation.
- Let’s just look at ths simple example – 6 months before her customers renewal is up, she picks up the idea her champion has relocated and also left the company. If she doesn’t act now and engage in that brief window of opportunity – what a surprise renwal that would be. And this is just the simplest of examples – think about the last time you found out your customer visited a competitor and you discovered this after the fact – We all have had leads that stop answering your phone call – do we want to chase them – or find an opportunity like a new company announcement or a customer chapiond that may be connected to them that can help. These relationships evolve and we cannot dismiss our ability to genuinely engage them because of our sales approach or our need to close. The buying schedule may not be always saligned with your quarter. Having realSociable provide a holistic view of the funnel gives you a confidence of discovering tid bits that can accelerate several conversations pro-actively – impacting your pipeline velocity – without compromising your relationships.