The BrightTalk Engagement Marketing Summit presented strategies and technologies to enhance engagement marketing, emphasizing the need for businesses to adapt to customer control and preferences. Innovations in email marketing, lead management, and the integration of social media were explored, demonstrating significant ROI and increased customer engagement. The summit also highlighted challenges and solutions in aligning sales and marketing processes, with a focus on relevance and timing in communications.

1. Maximise Results with Engagement
Marketing Technologies
BrightTalk Engagement Marketing Summit
June 24, 2009

2. Speaker & Agenda
• Will Schnabel • Agenda
– GM EMEA, VP International – The New Landscape
– Silverpop
– Innovations in eMail
Marketing
– Innovations in B2B
Lead Management
– Further Resources
– Questions & Answers

3. The New Landscape

4. Don’t Interrupt!
• Each day people are exposed to more
than 5,000 advertising messages
• As businesses reduce staff,
to-do lists become even longer

5. From Push (outbound)...
(Email, DM, Telesales)
...to Pull (inbound)...
(PPC, SEM, Banner Ads)
...to Sharing (Social)
(Conversations, Feedback, etc)

6. The Power Is in Their Hands
Customers & Prospects are:
• More informed than ever
• Taking brands into their own hands
• Seeking out relationships
• Asserting more control
• Expecting companies to participate in
dialogues with them

7. The Power Is in Their Hands
But where are they hiding?

8. Why Engagement Marketing
• Closes the gap between advertising and revenue by
engaging customers on their terms, thereby delivering
improved revenue opportunities
Marketing Value Chain
Engagement
Advertising Commerce
Marketing
• Search (paid and organic) • Email marketing • Sales force automation
• Affiliate marketing • Lead management • Ecommerce
• Online ads • Web analytics • Direct Sales
• Mobile advertising • Direct Marketing • Channel Sales
• Offline Advertising • Social Networking
• Events • Predictive Analytics

9. Innovations in eMail Marketing

11. The Rise of Communities
• In 2008, 33% of online users were monthly users of social
networks
• 41% of youth aged 12 to 21 visit social sites daily
• Over 33% of European Baby Boomers read social media on a
regular basis, and starting to participate!
• SoNet users are connected to between 150 and 200
friends
• 40% of email participants use social sites to gather product
information and recommendations

12. Is Email Marketing Dead?

13. Email is Alive and Well
• 92% of adult Internet users send or read email — far more
than regularly visit any social network
• According to The Direct Marketing Association and CMO
Council, email marketing outperforms virtually all other
media in terms of ROI
• Email delivers one of the lowest costs per order and
2-times the ROI of any other digital channel

14. The Challenge of Relevancy
Relevance = Right Time + Right Message

15. Innovation: Send Time Optimization

16. 350,000,000 Search Results

17. Best time to send?

18. The Right Time Of Course Is…
…when each individual person is
most likely to respond:
The time when they consistently
open and act on your emails.

19. How to do it? It takes a lot of these…

20. To get this…
• Analyze a range of past recipient behavior
• Predict the ideal send time for each recipient
• Adjust for changes in individual behavior
• Deliver your email to each recipient at the
ideal time
• Eliminate time zone challenges for
international senders

21. And you only have to do this…

22. But does it work?
• Open rate: 20% to 50% increase
• Click rate: 30% to 50% increase
• Revenue: 52% to 75% increase
• Avg. order size: 35% to 50% increase

23. The Challenge of Relevancy
Relevance = Right Time + Right Message

24. Who Determines the Right Message?

25. Innovation: Share to Social

26. Social email is the new viral

27. Why integrate email and social?
• Reach New audiences (List Growth)
• Generate Viral Buzz and Brand
Awareness
• Greater return on investment
without significantly greater
expense
• Identify High-Value Sharers (HVSs)
- increasingly important segment

28. Select social networks

29. Icons are added to creative

30. Recipients share and friends are notified

31. You report and target

32. Does it Work?
• 800 recipients shared the email
offer
• 80,000 additional impressions
• 8% list growth
• 33% people who viewed a shared
item clicked through to the offer
– 3x CTR of their standard emails

33. Innovations in B2B Lead
Management

34. Plugging the Leaky Funnel

35. Plugging the Leaky Funnel

36. Many Challenges Exist

37. Aligning Sales and Marketing

38. Aligning Sales & Marketing around
the Lead Process
Lead Generation
Reporting & Lead
Analysis Nurturing
Lead
Management
Process
Lead Qualification
Sales Collaboration
& Scoring
Lead Routing
& Acceptance

39. Areas of Innovation
Data Capture &
Segmentation
Multi-Channel
ROI Reporting
Campaign Execution Tools
& Analysis
(e.g email, DM, web, telesales)
Customer/Prospect
Database
Sales Insight Lead Scoring
/CRM Integration & Management
Campaign (Nurture)
Automation

40. The Lead Challenge
Demographic
VP Sales
Download a Evaluating
Whitepaper Solutions
Visited BANT
5000 Website Last
Has Week
Employees
2009
Budget
$100M
Company
Needs Activity
Fit
Solution
40

41. Integrated Lead Scoring
Rank Leads by Score
– Identifies buying phase
Explicit Data
• Demographic & BANT
• Self reported and 3rd party
Implicit Activity
• Recency & Frequency
• Key Behaviors
• Automated Score
Depreciation
• Point Caps

42. The Nurture Campaign Challenge

43. Campaign Visualization

44. Challenge of Web Profiling
Right Target
Target Fit Buyer
Profile
(explicit)
Highly
Engaged
Web Behaviour
(implicit)

45. Web Profile: Activity Insight

46. When should sales pounce?
Contact Level Tracking & Alerts
Account Level Tracking

47. Challenge of Remarketing

48. Does it Work?
•
400% No. of New Leads Generated through
existing demand generation activities
5x• No. of qualified leads sent to sales
•
50%+
Amount of sales pipeline generated by
marketing leads
2x• Sales Close Rates

49. For More Information

50. Resources
• Whitepaper, Email
Marketing Goes
Social
• B2B eBook, The
Lead Management
Workbook
• Social Study w/
full results coming
July 7th

51. Upcoming/Recent Webcasts
• Email Marketing Goes Social
– Engagement Marketing Channel
– July 1st, 13:00 GMT
• In Search of the Ideal Send Time
– Engagement Marketing Channel
– Recorded on May 27th
• “No Cost” B2B Marketing Tactics That Deliver Leads
– Silverpop Webinar Series (www.silverpop.com/marketing-resources)
– July 2nd, 10 am PST

52. Contact and Q & A
• Will Schnabel
– wschnabel@silverpop.com
– Twitter: @wschnabel
• Silverpop
– Info: www.silverpop.com/marketing-resources
– On Twitter: @Silverpop/@SilverpopB2B
– Presentations: www.slideshare.net/silverpop
Thank you!