Post on 08-May-2015
description
Lead Retargeting
How to Revitalize Your B2B Contact List
Christopher Ryaninfo@fusionmarketingpartners.com
Tap Your Existing Gold Mine
While marketing to fresh prospects is important, there may be an existing gold mine right beneath your feet – your existing contact list
1. Cost– Assuming you have good contact information –
remarketing usually costs less than marketing to new prospects
Why Retargeting?
Why Retargeting?
2. Effectiveness– Lower cost per inquiry
Why Retargeting?
2. Effectiveness– Lower cost per inquiry– Lower cost per customer acquisition
Why Retargeting?
2. Effectiveness– Lower cost per inquiry– Lower cost per customer acquisition– Remarketing results are often 5X to 10X that of
first time marketing lists
3. Protect Your Potential Customer Base– Your competition wants to sell to these people
just as much as you do
Why Retargeting?
3. Protect Your Potential Customer Base– Your competition wants to sell to these people
just as much as you do– Ensuring your are front-of-mind is worth the
effort
Why Retargeting?
4. Value– Retargeting can invigorate a prospect list
Why Retargeting?
4. Value– Retargeting can invigorate a prospect list
– Clients are often surprised by the value found in their dormant lists
Why Retargeting?
Who to Target?
• Go Broad– Many companies like to be highly focused and
eliminate entire segments• Go as broad as possible
• Do make unique offers to specific audience segments
Who to Target?
• Go Broad– Many companies like to be highly focused and
eliminate entire segments• Go as broad as possible
• Do make unique offers to specific audience segments
– Don’t get labeled as spam• Have an easy opt-out process
• Many may have forgotten that they once opted-in
1. Past Customers
Who to Target?
1. Past Customers2. Lapsed Customers
Who to Target?
1. Past Customers2. Lapsed Customers3. Inquiries to Any Offer
Who to Target?
1. Past Customers2. Lapsed Customers3. Inquiries to Any Offer4. Blog Subscribers
Who to Target?
1. Past Customers2. Lapsed Customers3. Inquiries to Any Offer4. Blog Subscribers5. Past Qualified Leads
Who to Target?
1. Past Customers2. Lapsed Customers3. Inquiries to Any Offer4. Blog Subscribers5. Past Qualified Leads6. Other Opt-in Contacts
Who to Target?
Best Practices
1. Have an easy opt-out process– Many may not remember that they opted-in– You do not want to be marked as spam
Best Practices
1. Have an easy opt-out process– Many may not remember that they opted-in– You do not want to be marked as spam
2. Compile all of your different lists– CRM sytsems– Personal databases– Spreadsheets– Microsoft Outlook
Best Practices
1. Have an easy opt-out process– Many may not remember that they opted-in– You do not want to be marked as spam
2. Compile all of your different lists– CRM– Personal databases– Microsoft Outlook
3. Check for duplicates before sending– People get annoyed if they receive multiple copies
Start Now!
• Your contact list is not getting any fresher
Start Now!
• Your contact list is not getting any fresher• Your contact list is providing minimal value in
its current state
Start Now!
• Your contact list is not getting any fresher• Your contact list is providing minimal value in
its current state• Check Back: Future slide decks will contain tips
on the best offers and methods to reactivate tired lists
About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messagingWebsite optimizationContent creationLead generation
You Get This:Much greater levels of awarenessHigher quantities of qualified leadsAbility to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com719-357-6280