This document summarizes a lead generation campaign conducted by O'Connor Company for Mitsubishi Electric. The campaign included strategic planning to identify target customer segments, paid search and display ads directing to product microsites, and email nurturing of leads. The campaign generated 644 leads at a cost of $120 per lead, less than the industry average of $400. It resulted in a 14.1% increase in business for Mitsubishi Electric in 2015. Key tactics included automated messages, variable content, and surveys to evaluate lead behavior and satisfaction.
Corey Morris, Director of Digital Strategy at ER Marketing, discusses ER Marketing work with Huttig Building Products to use data, personalization, localization, and content relevancy to deliver on target, on time, relevant messaging to sell products from manufacturers to their dealer customer audience. Corey's presentation was given at the 2016 emfluence Marketing Platform Conference in Kansas City on May 19, 2016. http://www.emarketingplatform.com/
emflConf 2016 - What's Now, What's New and What's Nextemfluence
emfluence CEO Dave Cacioppo shares new and upcoming features in the emfluence Marketing Platform. Dave's presentation was given at the 2016 emfluence Marketing Platform Conference in Kansas City on May 19, 2016. http://www.emarketingplatform.com/
You’ve heard the word “Salesforce” being thrown around by small and big enterprises, but you have no idea if your business needs it? If you’re running a business that’s growing just the way you want it to, you will probably need Salesforce CRM sooner than later. But first things first—learn what Salesforce CRM is, how it works and how you should use it to support your day to day operations.
Read the blog in detail
http://suyati.com/how-salesforce-crm-works-and-uses/
For any information on our Salesforce capabilities, email services@suyati.com.
http://suyati.com/
B2B lead generation – Why email marketing is still king!Insight Data
Despite the explosion of new marketing channels, nothing is more powerful than email marketing. In this dynamic seminar, Insight Data reveals how it generates tens of thousands of qualified B2B sales leads using 5 key strategies and how their new email platform, STEM, can do the same for you!
Etail Excellence Ireland Slides: 9 Essential Digital Marketing Tactics To Get...Wolfgang Digital
Wolfgang Digital's slides from a recent Etail Excellence Ireland event. The presentation outlines 9 Essential Digital Marketing Tactics To Get You Beyond The Magic €1 Million Revenue Mark
Corey Morris, Director of Digital Strategy at ER Marketing, discusses ER Marketing work with Huttig Building Products to use data, personalization, localization, and content relevancy to deliver on target, on time, relevant messaging to sell products from manufacturers to their dealer customer audience. Corey's presentation was given at the 2016 emfluence Marketing Platform Conference in Kansas City on May 19, 2016. http://www.emarketingplatform.com/
emflConf 2016 - What's Now, What's New and What's Nextemfluence
emfluence CEO Dave Cacioppo shares new and upcoming features in the emfluence Marketing Platform. Dave's presentation was given at the 2016 emfluence Marketing Platform Conference in Kansas City on May 19, 2016. http://www.emarketingplatform.com/
You’ve heard the word “Salesforce” being thrown around by small and big enterprises, but you have no idea if your business needs it? If you’re running a business that’s growing just the way you want it to, you will probably need Salesforce CRM sooner than later. But first things first—learn what Salesforce CRM is, how it works and how you should use it to support your day to day operations.
Read the blog in detail
http://suyati.com/how-salesforce-crm-works-and-uses/
For any information on our Salesforce capabilities, email services@suyati.com.
http://suyati.com/
B2B lead generation – Why email marketing is still king!Insight Data
Despite the explosion of new marketing channels, nothing is more powerful than email marketing. In this dynamic seminar, Insight Data reveals how it generates tens of thousands of qualified B2B sales leads using 5 key strategies and how their new email platform, STEM, can do the same for you!
Etail Excellence Ireland Slides: 9 Essential Digital Marketing Tactics To Get...Wolfgang Digital
Wolfgang Digital's slides from a recent Etail Excellence Ireland event. The presentation outlines 9 Essential Digital Marketing Tactics To Get You Beyond The Magic €1 Million Revenue Mark
This guide provides an introduction to on-site SEO, with tips and tricks on structuring your store in the most SEO-friendly way so that you can maximise your inbound organic traffic.
A presentation prepared for "seo for ecommerce" , How seo can help small businesses and give them competitive advantage.
How should be your content strategy for ecommerce sites, link building for ecommerce sites get more exposure on internet and searches etc.
visit http://grape5.com/
5 Best Practices When Selecting a B2B E-Commerce PlatformJustin King
Selecting an E-Commerce platform for your B2B organization can be a difficult task. In this SlideDoc, we start the process of identifying Best Practices for selecting a platform.
Business likes numbers, so UX professionals are eager to translate user experience into data. This is done in order to find common ground with business, but also in order to measure the effectiveness of their work. However, shallow interpretation of data can lead to false conclusions and wrong design decisions.
10 Ways to Get More from Your Pardot SolutionPardot
Ready to take your Pardot solution to the next level? Learn to use standard functionality at an expert level, employ advanced features that’ll deliver greater ROI, and discover new tools and connectors that’ll give your campaigns a boost. Use workshop time to start implementing real-life solutions immediately.
Derek Grant, Vice President of Sales at Pardot, dives in to how-to tips for leveraging Pardot on the sales side of your organization. Topics will include using social media as a sales tool and how to use Pardot data to engage prospects in a targeted way without "getting creepy."
Google my business optimization for 2019Daniel Morell
Showing up on Google My Business (GMB) is not accidental. Understanding what moves the needle is vital to focusing efforts where it matters most.
In this presentation, I show how local search works, what changed in 2018, and some tips and tactics for optimizing in 2019,
I presented this slide deck to members of the Heart of the Valley Chamber of Commerce in Kaukauna, WI on January 10th, 2019.
Copier dealers and managed services providers looking to improve their placement on Google with Search Engine Optimization (SEO) will learn about Google's latest updates along with a practical strategy to get favorable placement.
This guide provides an introduction to on-site SEO, with tips and tricks on structuring your store in the most SEO-friendly way so that you can maximise your inbound organic traffic.
A presentation prepared for "seo for ecommerce" , How seo can help small businesses and give them competitive advantage.
How should be your content strategy for ecommerce sites, link building for ecommerce sites get more exposure on internet and searches etc.
visit http://grape5.com/
5 Best Practices When Selecting a B2B E-Commerce PlatformJustin King
Selecting an E-Commerce platform for your B2B organization can be a difficult task. In this SlideDoc, we start the process of identifying Best Practices for selecting a platform.
Business likes numbers, so UX professionals are eager to translate user experience into data. This is done in order to find common ground with business, but also in order to measure the effectiveness of their work. However, shallow interpretation of data can lead to false conclusions and wrong design decisions.
10 Ways to Get More from Your Pardot SolutionPardot
Ready to take your Pardot solution to the next level? Learn to use standard functionality at an expert level, employ advanced features that’ll deliver greater ROI, and discover new tools and connectors that’ll give your campaigns a boost. Use workshop time to start implementing real-life solutions immediately.
Derek Grant, Vice President of Sales at Pardot, dives in to how-to tips for leveraging Pardot on the sales side of your organization. Topics will include using social media as a sales tool and how to use Pardot data to engage prospects in a targeted way without "getting creepy."
Google my business optimization for 2019Daniel Morell
Showing up on Google My Business (GMB) is not accidental. Understanding what moves the needle is vital to focusing efforts where it matters most.
In this presentation, I show how local search works, what changed in 2018, and some tips and tactics for optimizing in 2019,
I presented this slide deck to members of the Heart of the Valley Chamber of Commerce in Kaukauna, WI on January 10th, 2019.
Copier dealers and managed services providers looking to improve their placement on Google with Search Engine Optimization (SEO) will learn about Google's latest updates along with a practical strategy to get favorable placement.
Automotive Intelligence for Professionals: The Japan AutoBook includes company profiles of OEM car makers, multinational and local automotive parts suppliers as well as organizations, media and exhibitions.
It also includes detailed statistics about Automotive sales, market share, OEM capacities and information about new programs 2017-20.
The Japan AutoBook helps you to identify new customers in the Automotive industry in Japan and provides key contact information.
I made this PowerPoint presentation for my Consumer Behavior class in 2006. It was the for a project in which we examined Under Armour's integrated marketing communications, and made recommendations at the end.
MBA Dissertation - Green Car Future 2020: Scenario implications for the Europ...Sailesh Patel
My MBA dissertation informing a 14-member EU industry consortium including automotive manufacturers (Renault), suppliers (Bosch), city transport (TfL), electricity suppliers (Iberdrola), etc. This strategy report explores 2020 scenarios and their drivers, providing actionable recommendations for 2011 and competitiveness implications. Scenario planning feature heavily, featuring a unique incorporation and development of Michael Porter’s ’National Diamond’ to identify credible drivers affecting industry competitiveness. For further details see http://www.capire.eu/public/
Social Media and the Automotive IndustryMarkIT Group
Informative presentation on social media in the automotive industry, answers what is social media, examples of car manufacturer use of social media, local dealership social media programs, MARKIT Group social media program, social media launch and monthly content syndication
Digital platform: Foundation for a successful digital transformation journeyMercator_Marketing
Imagine the impact of moving and handling cargo in a way that brings together data insight, automation, and mobility, while fostering open innovation and interoperability. We’re making the intelligent cargo ecosystem a reality, providing an end-to-end view of cargo movements across the supply chain and identifying the most efficient ways of delivering goods to their destination.
#CNX14 - Talk About Returns: Automating Personalized Print and Digital Lifecy...Salesforce Marketing Cloud
When most people think of modern marketing, they think about digital—display ads, search, retargeting, email, texts, social. But the truth is print can be highly valued, especially when used in the context of a broader omni-channel customer journey. This session will explore how two leading marketers use automation to create synergy between print and digital campaigns, resulting in substantial cost reductions and dramatically improved response rates.
In this lecture Poornima will talk about how to engage with customers to attract more through techniques like collecting feedback, presenting case studies, and activities that will spur demand.
You can watch the lecture here: http://youtu.be/Swxj2BjKqdM
Original Research: The Unsung Hero of Content MarketingMantis Research
This presentation from Content Marketing World 2018 explores how and why original research is an untapped opportunity for content marketers . . . but likely not for long.
Learn about the wide range of research types, from conventional, survey-based research to creative ways of using 3rd party data and uncover the essential questions you need to answer when starting an original research project.
20min guide on how to run B2B digital marketing KC Chan 陈家聪
ppt slide from the Warwick Business School Digital Innovation panel on 25th Jan 2018. It involves some quick insight on how to run a successful B2B digital marketing team, including the importance of persona, user journey to marketing funnel via the Inbound Marketing methodology.
KC Chan - @KcChano
You’ll see how CimplControl conveniently:
- Centralizes all your data for easy IT management
- Automates workflows for timely, effortless requests and approvals
- Create transparency of all IT assets
- And much more!
Digital Marketing in the Wake of Cambridge AnalyticaDaniel Beck
In the wake of the Facebook/Cambridge Analytica fake news scandal, the topics of personal data collection and targeted advertising are a touchy subject. As marketers, the ability to target relevant audiences is a useful and cost effective tactic, however the digital landscape is changing. In this breakout delivered at the 2018 OCPRA Summer Conference, I discussed the topic of data collection, and how Facebook and other digital platforms are changing in response to the Cambridge Analytica scandal, fear of fake news, data breaches, and GDPR.
During this webinar, WhatCounts expert Mike Piersa will discuss how to drive revenue from your newsletter through personalization:
- One-to-one content personalization based on web browsing behavior.
- Monetization of real-time offers through behavior based ads.
- How to upsell and cross-sell subscriptions based on in-depth behavioral data.
Walk through implementation of these concepts in your newsletter and get actionable takeaways you can apply immediately to your email program. Pump up the revenue-driving power of your email marketing newsletter through personalization.
Navigating Modern Marketing, Digital Transformation and InnovationFred Isbell
The world of marketing is undergoing unprecedented transformation. Trends such as Digital Transformation and Innovations including Cloud, Social Media and Big Data and Analytics have redefined the landscape of marketing technology. The Modern Marketer must combine both art and science to meet the constantly changing needs of stakeholders and the marketplace. In this session, we’ll examine the characteristics of a successful Modern Marketer, look at technology as a key enabler to Transformation and Innovation, address best practices for Thought Leadership and storytelling and examine the required skills for Modern Marketing.
Oro London Meetup - dotmailer: Faster, smarter, better, email marketingOro Inc.
Tink Taylor, Co-Founder & President of the dotDigital Group PLC (dotmailer) talked about the critical elements contributing to successful email marketing campaigns.
Nikon camera ppt for marketing guys which includes sector, company,product information as well as some of the marketing phenomenons such as stp, plc,consumer buying behaviour, sales forecasting etc. Hope it helps in your projects & in increasing knowledge.
How to Engage the Local, Social and Mobile Customer of the FutureMediative
Customers are on the go, increasingly searching for local businesses on their mobile and social media. Make sure your strategy integrates local, social and mobile to reach your audience effectively.
#CNX14 - How Australian Retailer SurfStitch is Making Waves with Data-Drive L...Salesforce Marketing Cloud
SurfStitch, a Billabong company, is the leading Australian online surf retailer, selling over 350 brands. Tamara Falcke, Email Channel Manager and speaker extraordinaire, will share SurfStitch's comprehensive vision for data-driven lifecycle marketing. With the help of Windsor Circle's Retention Automation App at ExactTarget HubExchange, Tamara has undertaken a rigorous re-mapping of the customer experience, set up tests to evaluate automation best practices, and seen early wins from low-hanging fruit.
Tamara Falcke is an email marketing manager, graphic designer and global branding wizard, with a wealth of experience in digital marketing. Andrew Pearson is a thought-leader in data-driven marketing, helping countless retailers delight their customers through data science, automation, and personalization.
Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next LevelEtumos
In this presentation from the Marketo Marketing Nation Summit 2014, Marketo Champion and Etumos Founder Edward Unthank explains how to take lead nurturing to the next level using dynamic logic, personalized suggestions, challenger/champion testing, buyer stage scoring, and more.
This on-demand webinar will explore the challenges of working with legacy data and explain the technologies required to make that data a first-class citizen in modern cloud data environments while ensuring your costs don’t impact your business.
In this webinar viewers will understand:
- Challenges in integrating legacy systems with modern cloud data platforms
- Strategies for integrating legacy systems into a cloud architecture
- How Precisely Connect is helping customers to minimize costs while taking a modern approach to data integration
How Australian Retailer SurfStitch is Making Waves with Data-Drive Lifecycle Marketing
Presentation given at ExactTarget Connections 2014, Industry Trendsetter's Track, on Tuesday Sept 23
SurfStitch is the leading Australian online surf retailer, selling over 350 brands, and has recently acquired US online surf retailer, Swell.com. Tamara Falcke, Email Channel Manager and speaker extraordinaire, will share SurfStitch's comprehensive vision for data-driven lifecycle marketing. With the help of Windsor Circle's Retention Automation App at ExactTarget HubExchange, Tamara has undertaken a rigorous re-mapping of the customer experience, set up tests to evaluate automation best practices, and seen early wins from these automated program, which are getting 40% more open and 65% more clicks-through rates than standard promotional emails. Tamara Falcke is an email marketing manager, graphic designer and global branding wizard, with a wealth of experience in digital marketing. Andrew Pearson is a thought-leader in data-driven marketing, helping countless retailers delight their customers through data science, automation, and personalization.
Speakers:
Andrew Pearson (VP Marketing, Windsor Circle)
Andrew Pearson is an Australian-born, green-pants wearing digital marketer with 15+ years of marketing, ecommerce, and tech start-up expertise. As VP of Marketing at Windsor Circle, Andrew overseas all marketing efforts and provides thought leadership and strategic guidance to thousands of retailers. Andrew has an MBA from UNC Kenan-Flagler Business School, a background in email marketing automation and big data analytics, and has been an angel investor and advisor to over a dozen start-ups in Durham, NC, where he is based.
Tamara Falcke (Email Channel Manager, SurfStitch)
Passionate about customer communication in the digital space, Tamara Falcke has honed her skills with some of Australia’s most recognizable wholesale and e-commerce businesses. Her current role as Email Channel Manager is with SurfStitch.com – readily noted as the largest Australian Boardsports & Fashion Pureplay, with its sights set on global domination. Tamara supports this aim with data-driven decisions and customer-centric reasoning – solving problems by thinking outside the square. Tamara loves being involved in this area of rapid growth and is grateful to be always learning from seeing the numbers in action.
Marketing Automation + Communities = Customer Love Magnet 360
Slides from Magnet 360's Marketing Automation + Communities = Customer Love NYC event on July 15, 2004. Featured speakers include Eric Scheel (CTO, Magnet 360) and Dave Wisdom (Senior Business Consultant, Studio Orange at ExactTarget)
Casting a Smarter Net: How to Leverage Programmatic and Paid Media Advertisingemfluence
Check out the slides from our sold-out October 2019 Beer + Learn on Programmatic Advertising. Learn the basics of applying targeted digital advertising to reach the exact set of job titles, regions, revenue size, skillsets, and more that you want in your sales pipeline.
The 2% advantage that transforms relationships into sales.
Trish Witkowski, Author & Keynote Speaker, Host of The Edge
In the world of marketing, we spend precious time building relationships and value-added offerings for our customers that, in theory, should lead to long-term customer loyalty and sales. However, in reality, we often don’t see the return in our revenue stream. It’s a costly game that everyone plays.
But what if you could have an unfair advantage? A bit of foresight, better strategy, and an action plan—a “Marketers Edge” so-to-speak? Wouldn’t that change the game completely? By using basic Blackjack principles and fascinating insight from counting cards, direct marketing veteran Trish Witkowski will remove the emotion and uncertainty from the sales process to provide a more rational view of your business relationships—and she'll back it up with powerful case studies from B2B, B2C and Non-profit business scenarios.
Learn how to:
• Identify and implement the four critical Edge moves
• Use scorekeeping methods to help you make the best next move
• Gain deeper insights from the data you're generating
• Play a smarter sales game and win more business
You’ll walk away with a real Marketer’s Edge, armed with actionable steps to dramatically increase revenue, and with strategies that will forever change the way you approach sales.
Paid search campaigns need more than keywords to be successful—they need a nurture strategy that turns conversions into leads. In this session, Director of Search Dave Anderson will showcase how you can power your paid search campaigns with a marketing automation platform to automate immediate follow ups, nurture new leads, and ultimately convert more inbound conversions into actual sales opportunities.
Zman Takes Flight: Launching the Send Joe's Bar-B-Que Websiteemfluence
When world-famous Joe’s Kansas City Bar-B-Que came to emfluence in 2016 and asked for assistance in launching their new venture, Send Joe’s Bar-B-Que, the emfluence team was naturally stoked. As the Joe’s Kansas City Bar-B-Que team prepared to ship their famous barbecue nationwide, emfluence challenged the team to partner together to develop a dynamic, phased approach to their ecommerce website launch that would enable strategic digital optimizations. The end result? An award-winning site that surpassed all launch day expectations and triggered a national conversation about the brand.
CRM & Marketing Automation: a Seven-Part Love Storyemfluence
Effective marketing isn’t a megaphone. It’s a conversation—a conversation that should be fueled by the information you’re already collecting about your audience. This session is designed to show marketers how to build, track, and automate digital campaigns by creating a seamless experience between your CRM and marketing automation platform.
How to use your sixth grade science education to succeed in businessemfluence
In this session, Claire Bishop, VP Marketing at Children International, will share how their organization is acting more like a start-up than an established, decades-old nonprofit. She will explain how they are using lean “experiments” to identify, test and scale new products and channels that drive growth in an increasingly competitive space. Don’t miss this session, where you’ll be sure to tap into your sixth grade science education to discover the ways your own company can use similar methods to fail fast, learn efficiently, and drive sustainable success.
Session Title A or Session Title B: A/B Testing with Concorde Career Collegesemfluence
Have you ever wondered how your emails would perform if you sent them on a different day? With a different subject line? Or maybe in a different format? Senior Account Manager Lindsay Waters shares examples and results from adventures in A/B email testing with Concorde Career Colleges. In this session, you’ll learn how to test your emails and what to look for when determining success.
Whats your story how to create a brand voiceemfluence
What is a brand? It isn’t your logo or tagline: It’s the story you tell. In this workshop, we’ll discuss how to discover and craft a brand voice that connects with the right audience for you. Laura Lynch writes, strategizes and directs communications work that inspires others to think, feel and act. She has become known as a specialist that helps municipalities, organizations and companies connect issues, programs and offerings with not just any audience, but the right audience.
The essential equations every marketer needs to knowemfluence
As a marketer, you work tirelessly to move the needle on a huge laundry list of metrics. But with studies that show 73% of executives don’t believe that marketing drives demand and revenue, marketers are under pressure to make sure we can prove the ROI of our marketing efforts. In this session, Alex Greenwood of AGPR shares six metrics—and the math equations to get them—that prove the value of your marketing efforts.
Building the right email nurture for your audienceemfluence
Want to increase the quantity and quality of leads you’re passing on to sales? Email nurture campaigns are a great way to transition interested leads into closed opportunities, but building the right nurture series isn’t as simple as stringing together a few emails. This session will examine how to understand your audience so that you can develop the cadence and the content you need to close more deals. Expect to take away specific examples and practical tips you can use to launch your own nurture series.
Bring Home the Black Sheep: Integrating Paid Media into Existing Campaignsemfluence
Paid Media Manager Alan Schieber will use this session to challenge your assumptions about paid search and paid social ads with an eye toward ad spending with an ROI. You’ll learn how to use your audience list (yes, even your email list) as an extra touch point on the campaigns you’re already running.
What's New in Email Marketing and Automationemfluence
The emfluence team discusses what we're excited about in the future of email marketing strategy, tactics, and trends for 2017 and beyond. Plus, we'll throw in things you should know about if you're building automated email campaigns and how to incorporate automation into your existing email strategies.
emfluence's Sara Theurer discusses current trends in email and automation and makes her predictions and talks about what's coming next. Sara's presentation was given at the 2016 emfluence Marketing Platform Conference in Kansas City on May 19, 2016. http://www.emarketingplatform.com/
Marketing Technologist, Comedian, and Inc. Magazine Columnist Travis Wright shares what it takes to keep up with marketing technology, build the proper foundation, and how to create effective content. Travis' presentation was given at the 2016 emfluence Marketing Platform Conference in Kansas City on May 19, 2016. http://www.emarketingplatform.com/
Brad Gibbs, Chief Development Officer of Grantham University, discusses the strategy and success behind Grantham's 19-part automated email series for closing the deal with prospective students. Brad's presentation was given at the 2016 emfluence Marketing Platform Conference in Kansas City on May 19, 2016. http://www.emarketingplatform.com/
I Want My $28! Rockin' Email Marketing ROI CMWorldemfluence
Learn two ways you can improve your inbox placement for your email marketing campaigns... guaranteed! (Yes, really. It's a math thing.) Plus, take a look at examples of campaigns that are rockin' more than a $28 return on investment.
The Power of Visual Information & Content Marketingemfluence
Alyssa and Drew presented tips on infographics and conveying your expertise visually, not just through words.
Originally presented 7-31-15 to the Freelance Exchange in Kansas City.
Email Marketing: The Good, the Bad, the WOW in 2015emfluence
Email marketing could make you $28 for every $1 you invest... if you're doing it right. Jessica shares 5 things to always do, 5 things to never do and examples from those who WOW with their email tactics.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...
emflConf 2016 - Mitsubishi Electric
1. #emflConf2016@emfluence
Presented by Amy McDaid, O’Connor Company
with Michael Tipton, emfluence
amcdaid@oconnorcompanyinc.com
Mitsubishi Electric
Lead Generation Campaign
@amymcdaid
mtipton@emfluence.com
@Mike_Tipton
3. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Strategic Planning
• Research on top customer segments and their purchasing
considerations
• Factors in profiling customer segments
@amymcdaid
@OConnor_Company
5. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Strategic Planning
• Challenges
• Reaching people with hot or cold spots and
empty rooms in their homes
• Overall awareness of ductless products
• Fear of installation being invasive
• Distrust around HVAC contractors
@amymcdaid
@OConnor_Company
“Mitsubishi”
6. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Campaign Tactics
• Creative and messaging split by purchasing segment
1. Operating Cost
2. Energy Efficiency
3. Reliability
@amymcdaid
@OConnor_Company
7. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Campaign Tactics
• Channels
• Paid search and display ads
• 3-page microsite for each purchasing segment
• Lead nurture emails
• Timing
• Fall and Summer campaigns targeting weather-related search terms
• Lead Routing
• Round-robin: 8 areas, 15 dealers
• Call Tracking
@amymcdaid
@OConnor_Company
12. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Campaign Tactics
• Email Lead Nurturing
• Thank You
– Sent 15 min. after prospect fills out lead form
– Introduces dealer
@Mike_Tipton
13. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Campaign Tactics
• Email Lead Nurturing
• Deliver Requested Brochure
– Sent 30 min. after prospect requests brochure on website
– Includes a link to download the brochure PDF
@Mike_Tipton
14. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Campaign Tactics
• Email Lead Nurturing
• Follow-Up
– Sent 7 days after initial info request
– Reiterates benefits from the microsite
@Mike_Tipton
15. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Campaign Tactics
• Email Lead Nurturing
• Survey
– Sent 21 days after initial info request
– Invites prospects to take a survey
» Did you purchase? Why/Why not?
» Identify purchasing and/or product search behavior
» Rate the service
@Mike_Tipton
16. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
emfluence Platform Implementation
• The features O’Connor uses:
Automated messages –Delayed and Drip Series Logic
Variable text
Assigned data for locations
Variable content blocks for dealer signatures
Surveys
@Mike_Tipton
17. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Campaign Results
• More than 21M Impressions
• $0.94 per Click
• 644 Leads (contact form submission or call)
• $120 Cost per Lead
• Compared to $400 average cost per lead
• 14.1% increase in business in 2015
@amymcdaid
@OConnor_Company
19. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Campaign Results
• Email Response
• Unique view rate: 47.2%
• Total view rate: 117%
• Unique click rate: 8.9%
• Clicks-to-views rate: 18.9%
@amymcdaid
@OConnor_Company
Average Email Marketing Metrics
for automated or triggered emails
Open Rate Click Rate Clicks-to-Views
40.19% 10.92% 18.47%
Source: emfluence, Average Email Metrics: Batched vs. Triggered
(January 1 – December 31, 2015)
20. #emflConf2016@emfluence
Mitsubishi Electric Lead Generation
Takeaways
• Call tracking is crucial for quality control during automated campaigns
• Important to make all levels of customer support aware of the
campaign
• Phone etiquette and staff training help in converting more leads
• Kansas City had great success
– 30% conversion rate for campaign leads
– Sales up 20% year over year
@amymcdaid
@OConnor_Company
Editor's Notes
Factors in profiling customer segments:
Housing – size and age of home, household income, number of rooms/occupants
Energy/climate – energy costs, climate, primary fuel types
HVAC system perceptions and purchase journey
Baby boomers: Known for their high level of consumerism and affinity to luxury goods
Echo boomers: Tend to marry and form households later in life, value technology and are socially conscious. Echo Boomers like a home customized to their preferences, driving further renovations. They are early adopters of new technology and are more likely to pay a premium price
A range of criteria will profile respondents by home type, including square footage, number and type of occupants, number of rooms, age, and basement/attic (full or crawlspace).
Target Audience
2 of 6 Customer Profiles: Comfort Seekers and Technology Seekers
3 Purchasing Considerations are important to all segments
Operating Cost
Energy Efficiency
Reliability
The homes of Comfort Seekers, Technology Seekers, and Basic Buyers are most likely to have empty rooms and hot-and cold-spot problems.
HVAC operating cost, reliability, and efficiency are important to all segments. Technology Seekers and Comfort Seekers are the most demanding of additional features.
Most consumers are concerned primarily with a system’s initial cost and energy efficiency/operating cost, while some consumers have secondary concerns with allergen filtering, ease of use, zoning, and eco-friendliness.
Most consumers are positively influenced by messages that directly speak to cost and energy efficiency. A few are also positively influenced by messages that speak to technologies that enhance control capabilities.
Most people struggle with hot/cold spots in their homes, but few believe there is, or are aware of, a suitable permanent solution.
Most people are not aware of heating and cooling systems aside from central air, forced air, or window units; and there is not much further differentiation between system types.
Awareness of Mitsubishi is closely tied with automobiles and large screen/projection televisions, and this association is not always positive.
Split ductless systems are not received well by consumers with existing ductwork in their homes. They want a system that is compatible with the existing ductwork. Split ductless systems are perceived as systems that require extra renovation/remodeling, and are aesthetically unappealing. Consumers do, however, understand the benefit of a ductless system to fix a hot/cold spot problem.
Distrust of contractor skills and motivations is greatest among Technology Seekers and Comfort Seekers
CAMPAIGN OVERVIEW
Using the segmentation research provided by Mitsubishi for the 6 customer segments and their preferences, we created a lead-gen campaign that utilized paid search, email, and landing page optimization. The campaign is split into 3 Purchasing Segments:
1. Operating Costs 2. Energy Efficiency 3. Reliability
These segments were determined by the 6 segments’ top purchase considerations.
The over-arching issue that has been identified is the ability to control the HVAC. Controlling the HVAC takes, various forms: cost efficiency, technology, location, and lifespan. Each Purchase Segment will have creative elements that address the segments’ home HVAC situation, their philosophical drivers, and branding assets.
CAMPAIGN OVERVIEW
Using the segmentation research provided by Mitsubishi for the 6 customer segments and their preferences, we created a lead-gen campaign that utilized paid search, email, and landing page optimization. The campaign is split into 3 Purchasing Segments:
1. Operating Costs 2. Energy Efficiency 3. Reliability
These segments were determined by the 6 segments’ top purchase considerations.
The over-arching issue that has been identified is the ability to control the HVAC. Controlling the HVAC takes, various forms: cost efficiency, technology, location, and lifespan. Each Purchase Segment will have creative elements that address the segments’ home HVAC situation, their philosophical drivers, and branding assets.
CAMPAIGN OVERVIEW
Using the segmentation research provided by Mitsubishi for the 6 customer segments and their preferences, we created a lead-gen campaign that utilized paid search, email, and landing page optimization. The campaign is split into 3 Purchasing Segments:
1. Operating Costs 2. Energy Efficiency 3. Reliability
These segments were determined by the 6 segments’ top purchase considerations.
The over-arching issue that has been identified is the ability to control the HVAC. Controlling the HVAC takes, various forms: cost efficiency, technology, location, and lifespan. Each Purchase Segment will have creative elements that address the segments’ home HVAC situation, their philosophical drivers, and branding assets.
Landing Page
Supports the ad message and purchase consideration
How It Works
FAQ and instructional videos
Contact a Local Mitsubishi Dealer
Lead form
Contact forms on each page of each site will collect leads of interested prospects.
Once the contact form is submitted, that lead information will be distributed to one of the dealerships that service that zip code (round-robin style for equal distribution).
We will then nurture the leads that are distributed by delivering emails during the sales cycle that have valuable content for the homeowner.
Personalized to appear that it’s coming from the prospect’s assigned dealer
The web forms in WordPress assign a dealer to each lead submitted based on the region the user indicates (round-robin style). The dealer’s name and email are passed through the Platform so that we can pull in a dealer content block that has their contact info.
Total Web Form Leads: 247
Total Calls: 397
Total Web Form Leads and Calls: 644
Pricing depends on the number of units in your home
Open rate and clicks to views rate higher than benchmark average.
Click rate was not as high but there were also not as many opportunities to click – aside from the survey and PDF, the emails were purely informational with dealer info.
Call recordings can tell you what happened with the leads (did they schedule appointments?), and enables you to review how well your employees handle leads.
Important to make all levels of customer support aware of the campaign – there was some confusion with the sites being branded as Mitsubishi and then getting connected to a dealer. Potentially some missed opportunities or dropped leads from the receptionists not clearing up confusion by recognizing that the caller may have been driven by this campaign.
Staff training - A missed opportunity can translate to thousands of dollars per year in lost revenue.