Drip email campaigns, which educate and nurture leads though the early stages of the sales cycle, are one of the most effective but underused tactics in the B2B world.
Join us to analyze case studies of successful drip email campaigns and learn how to cost-effectively develop and implement one for your business. We’ll cover:
• When a drip email program can help you – and when it can’t
• Creating effective message maps and content
• Timing and number of efforts
• How to effectively track and report on multi-effort drip campaigns
Whether you’re looking to start using drip campaigns or already have some in place that you want to optimize, this is a session you won’t want to miss.
This chapter gives information about Social media analytics, Social network analysis, Text analytics, stopwords, tokenization, n-grams, Trend analytics, TF-IDF, Stemming and lemmatization
Algorithmic Music Recommendations at SpotifyChris Johnson
In this presentation I introduce various Machine Learning methods that we utilize for music recommendations and discovery at Spotify. Specifically, I focus on Implicit Matrix Factorization for Collaborative Filtering, how to implement a small scale version using python, numpy, and scipy, as well as how to scale up to 20 Million users and 24 Million songs using Hadoop and Spark.
Develop a holistic marketing campaign for a brand of your choice with budget allocation and details of the marketing campaign including media channels, tools, platforms.
Machine Learning and Big Data for Music Discovery at SpotifyChing-Wei Chen
Spotify is the world’s largest on-demand music streaming company, with over 100 million active users who generate around 2TB of interaction data every day. With over 30 million songs to choose from, discovery and personalization play an essential role in helping users discover the best music for them. In this talk, given at the newly opened Galvanize space in NYC in March 2017, we’ll explain how Spotify uses Latent Space Models and Deep Learning to power features such as Discover Weekly and Release Radar.
Personalized Job Recommendation System at LinkedIn: Practical Challenges and ...Benjamin Le
A Industry talk given at RecSys 2017 talking about Job Recommendations at LinkedIn and some of the challenges we faced and solved. https://recsys.acm.org/recsys17/industry-session-2/#content-tab-1-4-tab
Presented at the Machine Learning class at Chalmers, Gothenburg.
http://www.cse.chalmers.se/research/lab/courses.php?coid=9
Trying to connect their theoretical machine learning class with industry examples.
This chapter gives information about Social media analytics, Social network analysis, Text analytics, stopwords, tokenization, n-grams, Trend analytics, TF-IDF, Stemming and lemmatization
Algorithmic Music Recommendations at SpotifyChris Johnson
In this presentation I introduce various Machine Learning methods that we utilize for music recommendations and discovery at Spotify. Specifically, I focus on Implicit Matrix Factorization for Collaborative Filtering, how to implement a small scale version using python, numpy, and scipy, as well as how to scale up to 20 Million users and 24 Million songs using Hadoop and Spark.
Develop a holistic marketing campaign for a brand of your choice with budget allocation and details of the marketing campaign including media channels, tools, platforms.
Machine Learning and Big Data for Music Discovery at SpotifyChing-Wei Chen
Spotify is the world’s largest on-demand music streaming company, with over 100 million active users who generate around 2TB of interaction data every day. With over 30 million songs to choose from, discovery and personalization play an essential role in helping users discover the best music for them. In this talk, given at the newly opened Galvanize space in NYC in March 2017, we’ll explain how Spotify uses Latent Space Models and Deep Learning to power features such as Discover Weekly and Release Radar.
Personalized Job Recommendation System at LinkedIn: Practical Challenges and ...Benjamin Le
A Industry talk given at RecSys 2017 talking about Job Recommendations at LinkedIn and some of the challenges we faced and solved. https://recsys.acm.org/recsys17/industry-session-2/#content-tab-1-4-tab
Presented at the Machine Learning class at Chalmers, Gothenburg.
http://www.cse.chalmers.se/research/lab/courses.php?coid=9
Trying to connect their theoretical machine learning class with industry examples.
It often takes more than one attempt to connect, qualify the lead, and turn it into a sales qualified opportunity. The best way to stay persistent is to set up a drip campaign that makes it easy for someone to agree to a call or meeting as soon as possible.
Benchmark study of B2B lead management practicesVaibhav Agarwal
Benchmark study of B2B lead management practices across different industries. The study addresses lead-management trends, Provide insight to marketers about the use of single-message vs. drip campaigns, lead nurturing and marketing automation, Furnishes benchmark data—so B2B marketers can see how they compare to others
Drip Marketing: Marketers Guide to Lead NurturingRegalix
Drivers
Longer sales cycle
Only 20% of leads are followed up
Sales typically disqualifies 70% of leads based on lack of budget,timing, etc.
80% of those “bad leads” do go onto buy within 24 months
Need for lead management
Benefits
Lower lead acquisition cost
Increase retention rates
An estimated 70-90% of leads generated by marketing are never followed-up with by sales
Nurture program that sends out series of messages on a timely basis
Initiates conversation with prospects and customers over a period of time
Maps Content to the customer decision making cycle
Scores leads to understand where they are in the decision making cycle
Reclassifies leads based on
engagement
Keeps the leads warm till they're ready to buy!
According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a sale
Outcome
Closes the lead management gap
Improves ROI of marketing spend by ‘plugging the leaks’ in lead management
Keeps your prospects engaged through targeted content decision makingcycle
Improves quality of leads
Take Aways
Increased lead conversion rates
Shorter & effective sales cycle
Better qualified leads
In a world where attention is divided among our customers and prospects, email drip campaigns still work, if done well and with value. Learn the Spin Sucks seven-step process here.
La reputación de una marca es algo que NO se puede controlar, pero SI se puede gestionar. Tomando mi experiencia personal, he establecido un decálogo de acciones someras que forman parte de la gestión de la reputación de forma que en 10 pasos se vean las tácticas principales y necesarias para una efectiva gestión de lo que los demás puedan percibir de una marca.
Presentation in Social Business Forum Milan 2012 about success stories of the use of Enterprise Social Networks in companies that evolve towards business 2.0, towards social business
InfoCision Chief of Staff Steve Brubaker shared this presentation about data analytics and business intelligence during a session at the 2010 ATA Convention & Expo.
It often takes more than one attempt to connect, qualify the lead, and turn it into a sales qualified opportunity. The best way to stay persistent is to set up a drip campaign that makes it easy for someone to agree to a call or meeting as soon as possible.
Benchmark study of B2B lead management practicesVaibhav Agarwal
Benchmark study of B2B lead management practices across different industries. The study addresses lead-management trends, Provide insight to marketers about the use of single-message vs. drip campaigns, lead nurturing and marketing automation, Furnishes benchmark data—so B2B marketers can see how they compare to others
Drip Marketing: Marketers Guide to Lead NurturingRegalix
Drivers
Longer sales cycle
Only 20% of leads are followed up
Sales typically disqualifies 70% of leads based on lack of budget,timing, etc.
80% of those “bad leads” do go onto buy within 24 months
Need for lead management
Benefits
Lower lead acquisition cost
Increase retention rates
An estimated 70-90% of leads generated by marketing are never followed-up with by sales
Nurture program that sends out series of messages on a timely basis
Initiates conversation with prospects and customers over a period of time
Maps Content to the customer decision making cycle
Scores leads to understand where they are in the decision making cycle
Reclassifies leads based on
engagement
Keeps the leads warm till they're ready to buy!
According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a sale
Outcome
Closes the lead management gap
Improves ROI of marketing spend by ‘plugging the leaks’ in lead management
Keeps your prospects engaged through targeted content decision makingcycle
Improves quality of leads
Take Aways
Increased lead conversion rates
Shorter & effective sales cycle
Better qualified leads
In a world where attention is divided among our customers and prospects, email drip campaigns still work, if done well and with value. Learn the Spin Sucks seven-step process here.
La reputación de una marca es algo que NO se puede controlar, pero SI se puede gestionar. Tomando mi experiencia personal, he establecido un decálogo de acciones someras que forman parte de la gestión de la reputación de forma que en 10 pasos se vean las tácticas principales y necesarias para una efectiva gestión de lo que los demás puedan percibir de una marca.
Presentation in Social Business Forum Milan 2012 about success stories of the use of Enterprise Social Networks in companies that evolve towards business 2.0, towards social business
InfoCision Chief of Staff Steve Brubaker shared this presentation about data analytics and business intelligence during a session at the 2010 ATA Convention & Expo.
The challenge for retailers is no longer how to lure shoppers online, but how to add value for their existing customer base. Examine critical business functions for online commerce success, as well as best-in-class factors — transpromo, crosschannel campaigns and deep-dive personalization. Learn the “four Cs” of staying alive — conversion, clarity of messaging, channel crossings and cooperative communications with third parties. Also, learn several key software and cycle management tools that incorporate analytics and printed literature.
Presentation from the Markedsføringsdagen 2013 conference, june 12 2013 in Copenhagen. Contains an overview of trends, uses, challenges for the CMO and innovation aspects of big data.
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...signalhq
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it
In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.
It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.
Transforming Data into Insights, Decisions, and Actions ศาสตร์ของการใช้ตัวเลขและข้อมูล ใน Business Aspect เพื่อขับเคลื่อนองค์กรและกลยุทธ์ทางการตลาด with Case Studies
Overview of major factors in big data, analytics and data science. Illustrates the growing changes from data capture and the way it is changing business beyond technology industries.
Nabata Technology
With the capability of measuring data from digital, all data available can be transformed into information and seed them to a Business Intelligent. In the dynamic change of digital world, every action taken should be able to measured for the effectiveness of communication, benefit, engagement and experience. We can provide a continuous campaign-able digital activities for the Brand on the digital.
How prepared is your organization for the imminent loss of third-party data?
Are you ready for first-party data to take center stage in your marketing strategy?
Maybe you’re feeling unsure of how to use first-party data?
While cookies going away will reduce your access to third-party data, you can still strike the right balance with your acquisition strategies and provide your customers with personalized experiences.
Join our webinar to learn how to design a future-proof strategy that maximizes the potential of your first-party data in a cookieless world.
You'll discover:
- Why activating your first-party data is crucial in a cookieless world.
- How to leverage your first-party data in a future-proof way.
- How to build your organization's first-party data capabilities.
Vishal Maru, Vice President of Digital Solutions at iQuanti, will explain how enterprises can embrace the power of first-party data and better connect with their customers.
Most industries and organizations have still yet to fully utilize the power of first-party data in their strategies.
Learn how to create a personalized user experience, improve your retargeting strategy, identify patterns, and predict future trends to steer your organization toward more successful campaigns.
In this presentation, originally developed for an American Marketing Association webinar, I cover:
> Website calls-to-action
> The online email sign-up page(s)
> Incentives
> Double opt-in tactics
> Social media strategies
> Events and webinars
The presentation includes a couple case studies with quantitative results -- so you can learn from those who are actually implementing these strategies and tactics.
Under-mailing? Over-mailing? Email Frequency, Cadence and ROI -- JenningsJeanneJennings.com, Inc.
Are you over-mailing? Under-mailing? How do you know? What are the consequences (both positive and negative) of each? And how do you come up with the ‘perfect’ frequency and cadence (if there is such a thing)?
Please join us for this frank discussion on a topic that’s near and dear to the heart of all email marketers. You’ll walk away from this session with:
> Tools to tell whether you over- or under-mailing
> Tips for testing whether changes will benefit your program
> Techniques for talking to management about frequency and cadence issues
3 BIG Ideas to Improve Your Email and Digital Marketing - Jennings 2015-06JeanneJennings.com, Inc.
Email marketing is the most effective channel in terms of ROI according to the Direct Marketing Association. But even so, few organizations are making the most of their email marketing efforts.
If you’re looking to make REAL improvements in performance here’s where to start. Join Jeanne Jennings for this fast-paced Webinar with practical advice you can start leveraging as soon as the Webinar is over. Join us and you’ll learn about:
>>> Data
o The 4 ways you should be gathering it
o A multitude of ways you can use it to boost response
>>> Technology
o The 1 feature that will improve your team’s productivity as well as your bottom-line results
o The biggest reason that technology doesn’t deliver as anticipated – and how to address it
>>> Testing
o The 15 types of marketing tests you should be doing
o A simple way to ‘bake’ testing into your regular marketing program
You will leave the Webinar with an increased enthusiasm for email marketing – and with enough ideas to become an email marketing rock star in your organization.
How Retailers Can Keep Email Marketing Messages at the Top of the Inbox, Jean...JeanneJennings.com, Inc.
Triggered email messages, personalization, testing, attribution models -- in this deck you'll learn how to leverage these and other underutilized tactics to boost retail revenue.
Jeanne is a recognized expert in email marketing strategy. She has over 25 years of experience helping clients make their digital marketing efforts more effective and more profitable.
How to Finally Abandon Shopping Cart Abandonment Issues, Jeanne Jennings, Mar...JeanneJennings.com, Inc.
Retailers lose $18 billion annually due to abandoned shopping carts; here are industry statistics on the issue, as well as tips on how to recapture that revenue using email marketing. Also here: tips for keeping people from abandoning carts in the first place.
Jeanne is a recognized expert in email marketing strategy; she has over 20 years of experience helping companies make their digital marketing efforts more effective and more profitable.
In this presentation Jeanne provides guidance on the following aspects of a successful B2B email marketing program:
> List Growth
> Content Marketing
> Third-Party Lists
> Lead Nurturing
> Video
> Mobile
> Testing
> Analytics
Email Marketing: Beyond Opens and Clicks into an Advanced Analytics AdventureJeanneJennings.com, Inc.
Like the quantitative side of email marketing and hungry to learn some new metrics you can use to improve your performance? Not so comfortable with the quantitative side of email but know that you need to be to advance your program and your career? Either way, this is the presentation for you!
Concerned that it will be dry and boring? It won’t be, I promise! It will be fun and playful — and you’ll leave with the quantitative tools you need to improve your email marketing program and become a rock star in your marketing department!
Why go beyond open and clicks? Because they’re nice, but if you’re like most organizations it’s revenue generated that pays the bills and keeps the doors open. Join us for this presentation to learn how to calculate and apply quantitative metrics to help you improve the effectiveness -- and profitability — of your email program. Topics we’ll cover include (but are not limited to):
• Data trees
• Reach Metrics
• Revenue per email sent
• Value of an email address
• Verifying Statistical Significance
Bring your questions and biggest email marketing challenges — chances are the quantitative tools that can help you solve them are here.
The Direct Marketing Association projects that email marketing returns $28.50 for each dollar spent – the highest ROI of any other direct response channel. Join Jeanne Jennings, Vice President of Global Strategic Services for Alchemy Worx, to learn how business-to-business organizations are leveraging email to generate and nurture leads, build relationships, help close sales and grow bottom-line revenues.
This fast-paced session will provide real-world examples of inexpensive strategies and tactics you can implement with your own email program. We’ll cover:
• Practical tips for building your own in-house email list
• Ways to more effectively use third-party email lists for lead generation
• Tips for developing an effective email DRIP campaign for lead nurturing
• Building relationships and helping close the sale with email
• Leveraging what’s new in email marketing: video, social sharing, mobile and more
You’ll gain practical tips you can take back, test and implement with your own email program. Learn how Jeanne has helped clients generate:
• A 300% increase in monthly email list growth, thanks to inexpensive but effective optimization of the online sign-up process
• A 220% increase in leads generated, driven by making the most of email snippet and preview pane content
• A 75% increase in online orders, the result of incorporating standards and best practices into existing email creative
Where permitted, Jeanne will share quantitative results as well as the strategic, tactical and creative changes that made them possible.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
7. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
Case Study: PRWeb
• Challenges
• Many visitors signed up for a
free PRWeb account, but few
went on to use the service
• No revenue is generated until
the registrant uses PRWeb to
send a press release
• Goal
• Increase the free-sign-up to
paying-customer conversion
rate
• Campaign Elements
• Existing Website content
• Email drip campaign welcome
series
• 4 effort series sent to all new
registrants over a 4 week
period
Source: Client Case Study, JeanneJennings.com, Inc.
8. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
• Key Features, Benefits and Advantages
– Reach beyond just journalists, also search engine visibility
– Extensive tracking and reporting to quantify results
• Overcoming Obstacles to Using PRWeb
– Ability to write a press release
– Determining which service level fit their needs
• Testimonials
– Didn’t include these but should have!
• Incentive
– Significant upgrade on first press release send
• Urgency
– Deadline to quality for the upgrade
Source: Client Case Study, JeanneJennings.com, Inc.
Drip Campaign Message Map
11. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
Case Study: Nortel
• Challenge
• Nortel had recently filed
bankruptcy and was in the
process of being acquired
• Goals
• Overcome prospects’
temptations to “wait and see”
what would happen with the
company before buying
• Keep prospects eager to buy
from signing with competitors
• Campaign Elements
• New microsite
• Paid search and social media
• In-person and online events
• Email nurturing
• 4 effort series sent to new
prospects over a 6 week period
Source: Marketing Down the Sales Funnel: How Nortel’s Q4 Push Touched 30% of Pipeline and
Helped Close Deals, MarketingSherpa, March 3, 2010
12. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
• Assurance
– Alleviate concerns about adopting Nortel tools and technology
– Highlight recent company growth and product innovations
• Rebuild Trust
– Focus on Nortel’s reputation for quality equipment, service offerings,
market share and history of innovation
• Urgency
– Emphasize strong product discounts and the importance of staying
current with technology to overcome the “wait and see” obstacle
• What’s Next for Nortel
– Give prospects a sense of the future of Nortel, including insights into
technology development, industry consolidation and other trends
Source: Marketing Down the Sales Funnel: How Nortel’s Q4 Push Touched 30% of Pipeline and
Helped Close Deals, MarketingSherpa, March 3, 2010
Drip Campaign Message Map
13. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
• Assurance
– Nortel’s role in providing communications infrastructure for the
2010 Vancouver Olympic winter games
• Rebuild Trust
– Third-party analysis of the value of implementing VOIP
networks
• Urgency
– Reminders of the special deals and discounts being offered for
Q4
• What’s Next for Nortel
– An analyst report about trends in the IT industry, and how CIOs
should evaluate the impact of mergers and acquisitions
Source: Marketing Down the Sales Funnel: How Nortel’s Q4 Push Touched 30% of Pipeline and
Helped Close Deals, MarketingSherpa, March 3, 2010
Drip Campaign Content
18. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
Strategic Plan
• 10 email messages; 2 phases (5 messages each)
– Each phase includes:
• 1 general email to set the tone (all 4 key requirements)
• 4 additional emails, each focusing on one key requirement
– Speed | Value | Transparency | Accountability
• Sent weekly over the course of 10 weeks
• Only 6 email messages were actually sent
– Phase 1, email 1
– Phase 2, emails 1 through 5
Source: Client Case Study, JeanneJennings.com, Inc.
21. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
• It’s important to look at the performance of each effort
individually
• And also the average performance over the entire campaign
Tracking and Reporting
Phase Effort # Date Sent Send Q Bounce Rate Open Rate
CTR
(Unique)
CTOR
(Unique)
Forward
Rate
Unsub
Rate
Spam
Complaint
Rate
NA 5.9% 29.1% 6.4% 22.0% NA < 0.5% NA
1 1
7.21.09 - 7.24.09
(staggered) 52,621 13.4% 14.3% 1.0% 7.2% 0.01% 0.2% 0.00%
2 1 8.4.09, 3:00 PM 52,514 15.4% 12.6% 0.7% 5.9% 0.00% 0.2% 0.00%
2 2 8.18.09, 2:00 PM 52,410 16.1% 12.6% 0.7% 5.2% 0.00% 0.2% 0.01%
2 3 9.1.09, 1:52 PM 47,426 6.5% 13.8% 0.6% 4.6% 0.00% 0.2% 0.00%
2 4 9.15.09, 2:00 PM 47,338 7.5% 13.3% 0.6% 4.7% 0.01% 0.2% 0.00%
2 5 9.29.09, 5:05 PM 47,265 8.1% 11.9% 0.4% 3.4% 0.00% 0.1% 0.00%
AVERAGES 49,929 11.2% 13.1% 0.7% 5.2% 0.00% 0.2% 0.0%
Epsilon Q1 2009 Email Trends and
Benchmarks; Business Products and
Source: Client Case Study, JeanneJennings.com, Inc.
22. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
• You should also look at overall campaign performance
• Average open rate over all efforts was 13.1% (11.9% to 14.3% range)
• The cumulative unique open rate shows the value of multiple sends
• A total of 12,772 unique people opened at least one email in the series
• This is 28.9% of the average number of email messages assumed delivered for
each send
• With each send, the cumulative unique opens grew by an average of 10.6%
Tracking and Reporting
Source: Client Case Study, JeanneJennings.com, Inc.
Send 1.1 Send 2.1 Send 2.2 Send 2.3 Send 2.4 Send 2.5
Unique Opens (cumulative) 6,541 8,547 9,944 11,199 12,068 12,772
Lift Send over Send (#) 2,006 1,397 1,255 869 704
Lift Send over Send (%) 31% 16% 13% 8% 6%
Average Lift 10.6%
Opens
23. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
• A similar analysis of key link performance drives the point home
• The link to the GSA Advantage landing page was one of the top four links
in all of the email messages
• Click-through rates on individual efforts ranged from .07% to 0.18%
• A total of 359 unique people clicked on this link during the campaign
• This is nearly 5 times the number of clicks from the first effort
• The cumulative unique clicks grew by an average of 25.2% per send
Tracking and Reporting
Source: Client Case Study, JeanneJennings.com, Inc.
Send 1.1 Send 2.1 Send 2.2 Send 2.3 Send 2.4 Send 2.5
Unique Clicks (cumulative) 73 150 220 284 334 359
Lift Send over Send (#) 77 70 64 50 25
Lift Send over Send (%) 105% 47% 29% 18% 7%
Average Lift 25.2%
GSA Advantage
25. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
• Challenge
• Find a cost-effective way to handle
an onslaught of leads
• Suddenly 25% of unique
Website visitors converting to
leads
• Sales reps with limited time
needed to focus on “hot” leads
• Goal
• Convert a higher percentage of
leads to genuine sales opportunities
• Campaign Elements
• Lead qualification system
• Targeted drip campaign based on
prospect segment
Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa
Case Study: XOsoft
26. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
Is the Lead Qualified?
Reps Contact all Leads -- 4 Questions
1. Existing Project
– Is there a real project in the works at the organization?
1. Budget
– Has the organization allocated a budget yet?
1. Tech
– Does the organization meet tech requirements?
1. Investigate Commitment
– Is the lead also examining our competitors?
Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa
Qualified
leads
immediately
rose from
4% to 17%
31. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
• Challenge
• Develop a successful lead
generation program for a start-
up without a strong brand or
established customer base
• Goals
• Create a powerful engine to
generate a consistent stream of
high quality inbound leads
from the Web
• Campaign Elements
• Sales and Marketing Alignment
• Social Monitoring
• Prospecting Tools
• Content Engine
• Destination Website
• Company Social Network Presence
• Ready, Willing and Enabled Sales
Team
• Email Drip Marketing
Source: How to use Social Media and Email for Prospecting: 8 Essentials, MarketingSherpa,
January 28, 2010
Case Study: BreakingPoint
37. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
Case Study: Jaspersoft
• Challenge
• Communicate effectively with
many different customer
constituent groups
• Open source developers
• Customers using open source
version
• Paying customers using
professional edition
• Goals
• Develop a better way to segment
the database and automatically
provide relevant information to
all groups
• Campaign Elements
• Customer profiling
• Database segmentation
• Automated/triggered/drip
campaigns
• Outbound promotions
• Lead scoring
Source: Lead-Gen Revamp with Automation and Scoring: 7 Steps to 190% Increase in Sales
Conversions, MarketingSherpa, November 11, 2009
38. #b2bsummit
Copyright2010Itisillegaltodistributethispresentation.
Copyright2010Itisillegaltodistributethispresentation.
Drip Campaign Strategy
• Trial download triggered
• Five emails over thirty day period
• Thank you/welcome
• Tools to help them use the software
• Links to online documentation and forums
for support
• Final email offering sales rep contact to
discuss professional edition
• Recipients sent into sub-campaigns
based on behavior (40 possible paths)
Source: Lead-Gen Revamp with Automation and Scoring: 7
Steps to 190% Increase in Sales Conversions,
MarketingSherpa, November 11, 2009