Lifecycle emails, also known as drip email marketing, involve sending a series of automated emails to prospects and customers over time based on their behaviors and stage in the buying cycle. The emails are meant to nurture prospects by providing relevant content, building trust and relationships, addressing concerns, and ultimately moving them closer to becoming sales-ready leads. Effective lifecycle email programs segment audiences, map the buying cycle, develop content to align with each stage, automate email delivery, track engagement metrics, and integrate with CRM to handoff qualified leads to sales. Continuous testing and optimization of content, timing, and messaging is important to maximize results like conversion rates and revenue.
the current state of... Search Engine Optimization (SEO) (Oct, 2015)Brian Alpert
Presented at the Smithsonian National Museum of Natural History Social Media Summit, 7/21/15, updated 10/1/15. A presentation exploring the current state of affairs vis a vis Search Engine Optimization (SEO). Areas of exploration include on-page and off-page SEO, the role social media plays, and tips for search-optimizing the leading social media sites. Overview of the current state of App Indexing. Links to many resources are sprinkled throughout.
Google Analytics: MVPs and Game-Changing New FeaturesBrian Alpert
Part two of Seb Chan & Brian Alpert’s "Web Metrics and Google Analytics for Museums" workshop looks at some of the most significant recent changes to Google Analytics. With many improvements released over the course of the 2013-14, Google dramatically altered the landscape of the tool's capabilities. The presentation discusses such GA "MVPs" as Advanced Segmentation and Event Tracking, and provides an overview of some of the many new features, including Demographics and Interests reports, custom channels and content grouping, and the coming change to Universal Analytics. Case studies and slides showing best practices and "tips and tricks" are also included, as well as links to the valuable resources used to collect the information. Presented 4/2/14 at Museums and the Web 2014, Baltimore Maryland.
the current state of... Search Engine Optimization (SEO) (Oct, 2015)Brian Alpert
Presented at the Smithsonian National Museum of Natural History Social Media Summit, 7/21/15, updated 10/1/15. A presentation exploring the current state of affairs vis a vis Search Engine Optimization (SEO). Areas of exploration include on-page and off-page SEO, the role social media plays, and tips for search-optimizing the leading social media sites. Overview of the current state of App Indexing. Links to many resources are sprinkled throughout.
Google Analytics: MVPs and Game-Changing New FeaturesBrian Alpert
Part two of Seb Chan & Brian Alpert’s "Web Metrics and Google Analytics for Museums" workshop looks at some of the most significant recent changes to Google Analytics. With many improvements released over the course of the 2013-14, Google dramatically altered the landscape of the tool's capabilities. The presentation discusses such GA "MVPs" as Advanced Segmentation and Event Tracking, and provides an overview of some of the many new features, including Demographics and Interests reports, custom channels and content grouping, and the coming change to Universal Analytics. Case studies and slides showing best practices and "tips and tricks" are also included, as well as links to the valuable resources used to collect the information. Presented 4/2/14 at Museums and the Web 2014, Baltimore Maryland.
Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...Spider Trainers
According to Inc.com, “I don’t know,” are powerful, credibility-building words and that by admitting ignorance you make everything else you say more credible. When you learn to act on these three words, you will become a better marketer. Like many self-help approaches, you must first admit you have a problem before you can take steps to solve it.
I am a data addict. I search for answers in numbers, even if I suspect that the answer may not make me smarter on the topic. Just having collected and analyzed the data so that I can evaluate its worth, perhaps discard it, brings me comfort.
In this eBook, I’ll introduce you to the topic of analytics: the measuring of campaign engagement. We’ll also look at how data is tracked, what individual data points matter, what that data means to you, and lastly, how you can improve the data.
This is not a how-to book. It’s an “ahhhhh…now I get it” book.
For the full eBook, go to SpiderTrainers.com/resources
Your website visitors arrive on your site, look around, read a bit, navigate and often take an action of some kind while there. The mountain of data available from web analytics, behavioral analytics, IP detection and more provides businesses with useful information to make a brand’s digital experiences better. However, data is meaningless unless you go beyond the “what” to understand the “why.” What’s needed are insights into the human mind and mapping these to the customer journey. Take a deeper approach to data utilization that can yield remarkable insights into your audience and breakthrough ideas for strengthening your relationship with your customers.
Cut Through the Web Analytics Fog: Using GA Data Grabber to Act on Google Ana...Brian Alpert
A common chorus from museum professionals is how challenging it is to make data-driven decisions with which to improve their programs. Popular tools such as Google Analytics are intuitive and seemingly easy-to-use, yet when the time comes to use data to measure a program's stated goals, too often the main question surrounding the data is "So what?" This workshop will focus on bringing clarity to this challenge. Presented at MCN2012, on 11/7/12.
Metrics, Metrics, Everywhere - Choosing the Right Ones for Your Website and S...Brian Alpert
Museums and the Web 2015 workshop includes the analytics process, case studies and a social media framework. Presented by Brian Alpert, Erin Blasco, Effie Kapsalis and Sarah Banks, Smithsonian Institution.
The Marketer's Blind Spot, presented by Flint McGlaughlin at the Jacksonville Business Journal's Advertising and Marketing Summit 2017.
View the full session as presented at MarketingSherpa Summit 2016: https://www.marketingsherpa.com/video/flint-mcglaughlin-marketers-blind-spot?_ga=1.82094229.220271385.1471291473
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Brian Alpert
Social media has connected millions of people in ways never before possible, disrupting the landscape and breathing new life into the old questions: "Why is this important and how do we know it's working?" Only now, the answers are more complex. Today's landscape is a splintered collection of new channels, sublimely named yet inscrutable metrics, and a dizzying array of tools both free and paid, offering a dizzying range of possibilities with which to answer the classic analytics question, "What do I measure?" and its first cousin, "What does that have to do with our program?" At this MCN 2013 workshop, the presenters worked with participants to refine and articulate this conversation through a series of examples, case studies, and recommendations. In addition to social media, a healthy dose of web analytics is included, with a particular focus on Google Analytics.
Not sure what you should be measuring? Measurement is an essential management activity, yet with all the tools and data available today, it is a challenge to determine what to measure and with which tool so as to improve:
˃ Marketing performance
˃ Lead capture performance
˃ Sales performance
˃ Performance of any measurable goal
This webinar provides insight into:
˃ What to measure?
˃ Which tools to use?
˃ How to fine-tune the process of measurement?
By attending the webinar, you can learn how to maximize the impact of any online marketing activity.
My presentation from J.Boye 2011 on enterprise content strategy. I need to change the conversation of CS being editorial focused and take a look at what I see in the enterprise space.
This webinar was presented by Blueliner CEO, Arman Rousta on Wednesday May 19th.
For more information on Blueliner and the 7 Pillars of Digital Marketing, please visit www.bluelinerny.com
A guide to helping start-ups with building and operating data systems for growth. Highlights what makes a good metric, how to define the right metrics for your business, and then how to build data infrastructure so that you can collect the relevant data.
Presented at Grow Camp 2018 in MaRS Discovery District in Toronto, Canada.
The Future of Customer Engagement - Rusty WarnerAlterian
Campaign execution is dead, customer engagement is alive!
These slides guide you through the success stories and pitfalls of accomplishing true customer engagement with a well defined customer data & analytics strategy.
Particular areas covered are:
• Where is marketing headed?
• How do we get there?
• Who is doing it right?
• What if you get it wrong?
• How do you measure success?
Major search engines are placing more and more of an emphasis on localized search results, and often local listings will show over the main company website listing. Recent statistics show that 20% of searches are done with local intent, and on mobile that number jumps to 53%. This webinar will go over local SEO best practices on and off your website.
This presentation was delivered to a group taking a continuing education class in Calgary, Alberta on e-marketing at Mount Royal College. It is a holistic view of creating a complete digital marketing program for your organization from Awareness -> Education -> Sales Support -> Client Management.
The main point of the presentation was to develop an effective program, it is important to not forget allocating budget across this spectrum of the prospect/customer lifecycle.
Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...Spider Trainers
According to Inc.com, “I don’t know,” are powerful, credibility-building words and that by admitting ignorance you make everything else you say more credible. When you learn to act on these three words, you will become a better marketer. Like many self-help approaches, you must first admit you have a problem before you can take steps to solve it.
I am a data addict. I search for answers in numbers, even if I suspect that the answer may not make me smarter on the topic. Just having collected and analyzed the data so that I can evaluate its worth, perhaps discard it, brings me comfort.
In this eBook, I’ll introduce you to the topic of analytics: the measuring of campaign engagement. We’ll also look at how data is tracked, what individual data points matter, what that data means to you, and lastly, how you can improve the data.
This is not a how-to book. It’s an “ahhhhh…now I get it” book.
For the full eBook, go to SpiderTrainers.com/resources
Your website visitors arrive on your site, look around, read a bit, navigate and often take an action of some kind while there. The mountain of data available from web analytics, behavioral analytics, IP detection and more provides businesses with useful information to make a brand’s digital experiences better. However, data is meaningless unless you go beyond the “what” to understand the “why.” What’s needed are insights into the human mind and mapping these to the customer journey. Take a deeper approach to data utilization that can yield remarkable insights into your audience and breakthrough ideas for strengthening your relationship with your customers.
Cut Through the Web Analytics Fog: Using GA Data Grabber to Act on Google Ana...Brian Alpert
A common chorus from museum professionals is how challenging it is to make data-driven decisions with which to improve their programs. Popular tools such as Google Analytics are intuitive and seemingly easy-to-use, yet when the time comes to use data to measure a program's stated goals, too often the main question surrounding the data is "So what?" This workshop will focus on bringing clarity to this challenge. Presented at MCN2012, on 11/7/12.
Metrics, Metrics, Everywhere - Choosing the Right Ones for Your Website and S...Brian Alpert
Museums and the Web 2015 workshop includes the analytics process, case studies and a social media framework. Presented by Brian Alpert, Erin Blasco, Effie Kapsalis and Sarah Banks, Smithsonian Institution.
The Marketer's Blind Spot, presented by Flint McGlaughlin at the Jacksonville Business Journal's Advertising and Marketing Summit 2017.
View the full session as presented at MarketingSherpa Summit 2016: https://www.marketingsherpa.com/video/flint-mcglaughlin-marketers-blind-spot?_ga=1.82094229.220271385.1471291473
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Brian Alpert
Social media has connected millions of people in ways never before possible, disrupting the landscape and breathing new life into the old questions: "Why is this important and how do we know it's working?" Only now, the answers are more complex. Today's landscape is a splintered collection of new channels, sublimely named yet inscrutable metrics, and a dizzying array of tools both free and paid, offering a dizzying range of possibilities with which to answer the classic analytics question, "What do I measure?" and its first cousin, "What does that have to do with our program?" At this MCN 2013 workshop, the presenters worked with participants to refine and articulate this conversation through a series of examples, case studies, and recommendations. In addition to social media, a healthy dose of web analytics is included, with a particular focus on Google Analytics.
Not sure what you should be measuring? Measurement is an essential management activity, yet with all the tools and data available today, it is a challenge to determine what to measure and with which tool so as to improve:
˃ Marketing performance
˃ Lead capture performance
˃ Sales performance
˃ Performance of any measurable goal
This webinar provides insight into:
˃ What to measure?
˃ Which tools to use?
˃ How to fine-tune the process of measurement?
By attending the webinar, you can learn how to maximize the impact of any online marketing activity.
My presentation from J.Boye 2011 on enterprise content strategy. I need to change the conversation of CS being editorial focused and take a look at what I see in the enterprise space.
This webinar was presented by Blueliner CEO, Arman Rousta on Wednesday May 19th.
For more information on Blueliner and the 7 Pillars of Digital Marketing, please visit www.bluelinerny.com
A guide to helping start-ups with building and operating data systems for growth. Highlights what makes a good metric, how to define the right metrics for your business, and then how to build data infrastructure so that you can collect the relevant data.
Presented at Grow Camp 2018 in MaRS Discovery District in Toronto, Canada.
The Future of Customer Engagement - Rusty WarnerAlterian
Campaign execution is dead, customer engagement is alive!
These slides guide you through the success stories and pitfalls of accomplishing true customer engagement with a well defined customer data & analytics strategy.
Particular areas covered are:
• Where is marketing headed?
• How do we get there?
• Who is doing it right?
• What if you get it wrong?
• How do you measure success?
Major search engines are placing more and more of an emphasis on localized search results, and often local listings will show over the main company website listing. Recent statistics show that 20% of searches are done with local intent, and on mobile that number jumps to 53%. This webinar will go over local SEO best practices on and off your website.
This presentation was delivered to a group taking a continuing education class in Calgary, Alberta on e-marketing at Mount Royal College. It is a holistic view of creating a complete digital marketing program for your organization from Awareness -> Education -> Sales Support -> Client Management.
The main point of the presentation was to develop an effective program, it is important to not forget allocating budget across this spectrum of the prospect/customer lifecycle.
5 Things You Can Do To Improve B2B Lead GenerationBrian Carroll
B2B Lead generation is rapidly changing process for companies with the advent of MarTech. In this presentation learn where B2B marketers can focus and what are the “best few” things they can do to improve their b2b lead generation efforts immediately.
The internet is woven into every aspect of insurance agency marketing: websites, email, social media marketing, SEO, local search...and more. But how to choose the programs for your insurance agency?
That depends on just a few factors, all of which are easily quantified, such as your sales objectives and their time horizons, your budget, and your internal capacity. Once you know these, it is a simple matter of reviewing the unique characteristics of different internet marketing options.
It is worth keeping mind that requirements for unique, informative, and engaging content are required across most internet marketing channels and campaigns.
Intro to Customer Engagement Marketing and "Behavior Shaping"Scott Dunlap
A presentation to marketers at Electronic Arts about "behavior shaping" (aka, "growth hacking", "lifecycle marketing", "engagement marketing") and how it can be used to boost mobile usage, revenue, and virality. This is a concept that blends traditional marketing media with triggered campaigns based on customer state to create an ever-present experience. A good primer for marketers shifting from traditional methods to triggered marketing, and understanding how to measure and amplify revenue and social sharing.
Lead nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy.
Here's my presentation deck on inbound lead nurturing (CV201) via the Inbound Marketing University for those who missed it.
By now, most organizations have taken the first step in marketing automation, acquiring an enterprise class marketing automation system such as Act-On, Eloqua, Marketo, Aprimo or Pardot. However, very few organizations are actually taking advantage of the rich features these platforms offer. So while marketers aspire to leverage triggered events to launch timely customized nurture campaigns, the majority of outbound email from the systems is the same old batch and blast email programs of the past. Many are stuck figuring out where to start.
This presentation will teach you the approach to quickly launch marketing automation nurture campaigns without getting bogged down by overthinking the process. Topics covered include:
- The possible ROI of great nurture programs.
- The components of marketing automation campaigns that go beyond email.
- How to visualize and plan triggered events and nurture programs.
- Tips and best practices to boost ROI.
- Blending nurture with customized site calls to action and media based retargeting.
This presentation was given by Harry Gold, CEO of Overdrive Interactive, at NEDMA's 2015 Annual Conference.
Emerging Trends in Marketing-Role of AI & Data ScienceDigital Vidya
Today marketing without the use of technology cannot exist. Both MarTech and AdTech are important cogs in the marketing wheel. However, the technological landscape is changing every rapidly and keeping track of the emerging trends in marketing is becoming very difficult and tiresome. This webinar will address the emerging technological landscape in marketing and what one should know about them.
Key Takeaways:
1. Ad Tech and Martech
2. AI in Marketing
3. Use of Videos
4. Hyperpersonilsation
5. Social Media Evolution
6. Change in the lead nurturing process
Digital Marketing Beyond Facebook & GoogleDigital Vidya
With Google & Facebook taking up a large percentage of the digital advertising investment in India, often marketers tend to focus only on these two platforms. But there are a lot more platforms out there today that can be leveraged to build a brand and to acquire more customers. Be it LinkedIn, Native, Platforms like Quora, Industry specific platforms like 99 Acres, CarDekho etc, multilingual platforms and publishers, audio apps and programmatic to name a few. Learn how these can be leveraged to achieve different marketing goals.
Key Takeaways:
1. Understand key platforms outside of the Google-FB ecosystem
2. Reasons why over-reliance on Google-FB ecosystem is not ideal
3. Best case practices for key platforms
4. Learn how Native & Content will play a key role in the future
5. See case studies of brands who have got ROI via these newer channels
In the recent past, we have learnt that data is the lifeline of any business and it is really important to collect data, more and more of it. But no one is telling us what to do with large volumes of data.
Shailendra has successfully delivered over One Billion Dollars in incremental value and will spend 30 minutes in showcasing how many large organisations are using data to their advantage by creating value through generating incremental revenue and optimising costs using analytics techniques.
Key Takeaways:
(i) Demystify the myths of analytics
(ii) Walkthrough a step-by-step approach to delivering successful projects that created an incremental value of hundreds and millions of dollars.
(iii) Three use cases where large organisations are using analytics to their advantage by creating value by generating incremental revenue and optimising costs.
Welcome to the world of NoSQL. NoSQL market is now expected to reach 4.2 billion dollar business in itself by 2020. If you are still confused by what does this term means then you are not ready for the Big Data world. However, just knowing the term is not enough.
Due to the enormous numbers of No SQL platforms out there, one of the key challenges is not how to use them but when to use what. In this webinar session, we will start with a small description of the NoSQL and try to understand why it was introduced after all. Then we will look into the four different types of NoSQL frameworks and some tips on how to choose what.
Key Takeaways:
1. Understanding NoSQL
2. SQL to NoSQL: Why the Need is There
3. The Four Main Types of NoSQL
4. How to Make the Best Choice
5. NoSQL User Stories & Deployment of Best Practices
Persuasion Strategies That Work Building Influence To Open Up Your Revenue St...Digital Vidya
Effective persuasion techniques not only help Marketing & Salespeople to generate more customers. Whether done internally or via Influencers, these persuasion techniques are very important to trigger sales.
This webinar session will discuss several persuasion techniques and as well as provide an understanding to learn more about human behaviour. It will also highlight what exactly triggers people to make purchase decisions.
Key Takeaways:
1) Understanding Why People Buy: Key motivation and Drivers
2) How to Develop the Art of Persuasion: Become a Key Influencer
3) Learn how Major Brands in India and Across the World have used these Principles
How To Set-up An SEO Agency From Scratch As A NewbieDigital Vidya
Know the process of 'How to set up an seo agency from scratch as a newbie'. Gain insights from the webinar led by Deepak Shukla, SEO Expert & Founder, Pearl Lemon.
7 B2B Marketing Trends for Driving GrowthDigital Vidya
Know about the top 7 B2B Marketing Trends for Driving Growth. Gain insights from the webinar led by Virginia Sharma,
Director, Marketing Solutions, LinkedIn India
Social Video Analytics: From Demography to Psychography of User BehaviourDigital Vidya
Know about Social Video Analytics: From Demography to Psychography of User Behaviour. Gain insights from the webinar led by Nishant Radia, Co-founder & CMO, Vidooly.
How to Use Marketing Automation to Convert More Leads to SalesDigital Vidya
Know about How to Use Marketing Automation to Convert More Leads to Sales. Gain insights from the webinar led by David Fallarme, Head of Marketing, SEA & India, HubSpot
Native Advertising: Changing Digital Advertising LandscapeDigital Vidya
Know about how Native Advertising is changing Digital Advertising landscape. Gain insights from the webinar led by Samir Tiwari, Co-Founder & CEO, Non Lineaar.
Apache Spark has been gaining steam, with rapidity, both in the headlines and in real-world adoption. Spark was developed in 2009, and open sourced in 2010. Since then, it has grown to become one of the largest open source communities in big data with over 200 contributors from more than 50 organizations. This open source analytics engine stands out for its ability to process large volumes of data significantly faster than contemporaries such as MapReduce, primarily owing to in-memory storage of data on its own processing framework. That being said, one of the top real-world industry use cases for Apache Spark is its ability to process ‘streaming data‘.
Community Development with Social MediaDigital Vidya
Know how to do 'Community Development with Social Media'. Gain insights from the webinar led by Saurabh Jain Head, Paytm - Build for India and Founder, Fun2Do Labs.
Framework of Digital Media Marketing in IndiaDigital Vidya
Know 'Framework of Digital Media Marketing in India'. Gain insights from the webinar led by Nishant Malsisaria, Associate Media Director. Dentsu Webchutney.
The Secret to Search Engine Marketing Success in 2018Digital Vidya
Know 'The Secret to Search Engine Marketing Success in 2018'. Gain insights from the webinar led by Prashant Nandan, Senior Director - Digital Trading & Buying, Amplifi India-Dentsu Aegis Network.
People Centric Marketing - Create Impact by Putting People First Digital Vidya
Know how to create impact by putting people first via 'People Centric Marketing'. Gain insights from the webinar led by Sakhee Dheer, Head of Digital, Global Business Marketing, Asia Pacific, Facebook.
Going Global? Key Steps to Expanding Your Business GloballyDigital Vidya
'Going Global? Key Steps to Expanding Your Business Globally'. Gain insights from the webinar led by Alexia Ohannessian, International Marketing Lead, Trello. Explore more webinars at www.digitalvidya.com/webinars/.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
10. WPEngine
Free Site Speed Test + 1 month
Site Optimization Course Landing Page
Relationship
& Trust
Performance Tips Security Tips
Scalability Tips Sales Pitch
Source: https://training.kalzumeus.com/lifecycle-emails
11. Citrix ($1.5 Million in 4 months)
Lead Sources (Webinars, Organic Search,
Paid Search, Partnerships etc)
Segmentation based on
11 personas & 6 products
1 auto email each week Manual Segment
Marketing for 3 weeks Based Email
Leads about product benefits
Harvest Sales Ready Leads Throughout the Cycle
Source: http://www.marketingsherpa.com/article/case-study/antinewsletter-strategy-nurtures-15-million
13. Average CTR of ads is 0.01%.
Content specific to prospect’s needs
with good CTA can generate 20+% CTR.
Source: http://sherpablog.marketingsherpa.com/b2b-marketing/channel-marketing/lead-nurturing-with-relevant-content/
14. Appeal of Content in B2B
• 82% prefer content related to same
industry
• 67% prefer content targeted to their job
function
• 49% prefer content targeted to their
company size
• 29% prefer content targeted to their
geography
Source: http://docs.cdn.marketo.com/definitive-guide-to-lead-nurturing.pdf
15. Performance of Event-Triggered Emails
• SmartPak Equine has 40 event triggered,
lifecycle emails
– Open Rate: 28% for automated, 17% manual
– CTR: 5-6% for automated, 2-3% manual
– Conversion Rate: 11% for automated, 6% for
manual
– Revenue per email: $0.44 for automated,
$0.16 for manual
Source: http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce
29. Shopping Cart Recovery Emails
19% in 2012 (14.3% in 2011)
Source: http://www.listrak.com/Whitepaper/sca2012study/3/
30. Trend is to send more emails
207% increase in 2012 among retailers
sending 3 automated messages
Source: http://www.listrak.com/Whitepaper/sca2012study/3/
31. Sending the right email …
(with lifecycle emails, you are sending
content that the recipient really cares about)
32. … to the right person …
(the recipient has self-qualified himself/herself
through online behavior)
33. … at the right time.
(automatic email timings are aligned with the
recipient’s timings)
34. Send people emails based on what they
do or don’t do.
(And get them to do what you want them to do.)
37. Lead
Nurturing
Source: http://www.cmswire.com/cms/customer-experience/getting-from-good-to-great-digital-marketing-mktgnation-018411.php
38. What is Drip Email Marketing
• A series of automated emails
– Spread over a period of time
– That
• Build Trust
• Sell Opportunity
• Familiarize with your product or service
• … any other important thing to make lead sales
ready
39. WPEngine
Free Site Speed Test + 1 month
Site Optimization Course Landing Page
Relationship
& Trust
Performance Tips Security Tips
Scalability Tips Sales Pitch
Source: https://training.kalzumeus.com/lifecycle-emails
40. Citrix ($1.5 Million in 4 months)
Lead Sources (Webinars, Organic Search,
Paid Search, Partnerships etc)
Segmentation based on
11 personas & 6 products
1 auto email each week Manual Segment
Marketing for 3 weeks Based Email
Leads about product benefits
Harvest Sales Ready Leads Throughout the Cycle
Source: http://www.marketingsherpa.com/article/case-study/antinewsletter-strategy-nurtures-15-million
41. TAB: Helps organizations manage
print and digital documents
(How they got started with email drip
marketing)
Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326
42. Step #1: Segment the Audience
• Prospects interested in paper management
solutions
• Prospects interested in hybrid
management solutions
43. Historical data to the rescue
• Looked at the behavioral data to segment
the audience. Qualifying Actions:
– Downloading a whitepaper, case study or
toolkit
– Attending a related webinar
– Spending 15 seconds or more on a related
TAB page
– Other related actions
44. Step #2: Outline a basic buying cycle
• Problem Recognition
• Education
• Brand Evaluation
• Objections
• Decision
45. Step #3: Match content to buying cycle
• Pulled up content from existing pool to aid
potential buyers for each stage of buying
cycle
• Articles, case studies, toolkits, whitepapers
• 5 landing pages and content groups
targeted to each stage in buying cycle
46. Step #4: Create emails for each stage
• 1 email against each stage of buying cycle
• Used a consistent design for emails
• Each email sent in a gap of 10 days
• Each email brought potential buyers to
corresponding landing page
47. Entering into the campaign
• Email campaigns were started for all
potential buyers in the existing list
• First email started after 3 days for new
potential buyers entering the list
– New potential buyers were the ones who
expressed interest in their solution on their
website
48. Step #5: Lead Scoring & Sales Handoff
• Track 3 parameters across 5 emails
– Clicking a link in the email
– Downloading a piece of content from
landing page
– Spending more than 15 seconds on the
landing page
• Sales takes up leads based on lead score
49. TAB Results
• 133% increase in open rate for emails
• 650% increase in click through rate for
emails
• 32.6% increase in conversion rate
(download content from landing page)
• Happier sales team with better qualified
leads
50. Lumension offers IT security
resources
(How they went about improving their
drip email marketing campaign)
Source: http://www.marketingsherpa.com/article/case-study/fewer-emails-yield-225-more
51. Step #1: Find & Analyze the Best Leads
• Figure out common traits of best leads
• Relied on the data from previous nurturing
programs
• Factors considered:
– Company vertical
– Lead source
– Offers taken
– Orders of the offers taken
– Time spent on the website
52. Step #2: Drawing upon previous success
• Team took forward assets from existing
campaigns (12 drip marketing series based
on lead’s industry & product of interest)
– Content
– Targeting & Segmenting
– Lead Management
53. Step #3: Tuned the campaigns
• Messaging & Approach
– From field set to account manager instead of
marketing
– Less HTML focus
• Timing & Volume
– Tested 4 approaches for faster sales-readiness
• 2 emails in 1 week, 3 emails in 3 weeks, 6 emails in 3
weeks, 4 emails in 8 weeks
• Content
– Initial emails offered guides, later emails
offered sales oriented material (like trial, demo)
54. Lumension Results
• 225% increase in sales ready leads
• 376% more engagement per lead
• 489% increase in leads with multiple
engagements
• 12.1% increase in leads with at least one
engagement
• 27% opportunities generated like this
became customers
56. Step #3: Identify motivation factors
• What knowledge will motivate a marketing
lead to become a sales lead?
– Opportunity pitch
– Success stories
– Compliances
– Auditing
– …
• Example: By using Facebook Ads, company X
increased their revenue by 238%
58. Step #5: Create 1st campaign
• Pick one segment from step #1.
• Create outline of 3-5 emails that
– Offer them valuable content
– Motivate them to engage with you
– Address their concerns
• Keep initial emails should focus only on
valuable content
• Later emails should shift towards sales talk
60. Step #6: Lead Scoring Formula
• Decide a basic formula to score your leads
– Email open / click through
– Downloads
– Time spent
–…
61. Step #7: Setup automatic campaigns
Possible tools: customer.io, pardot, eloqua,
marketo
– customer.io is generally good enough to get
your hands dirty
62. Step #8: Setup Analytics
• KISSmetrics / Mixpanel for funnel
visualization
• intercom.io / Mixpanel for person specific
data aggregation
63. Step #9: Integrate with CRM
• Gather all the customer activities into your
CRM
• Have it handy for sales to know the history
of interactions