2016 Markie Finalist Best Email Marketing Campaign
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Transcript of 2016 Markie Finalist Best Email Marketing Campaign
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@NicoleWhitesid1
Quality is never an accident.
It is always the result of intelligent
effort.
- John Ruskin
22B annual revenue
Electrical * Industrial * Vehicle * Aerospace
Marketing Manager Lead
Generation,
Electrical Sector
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Three steps to higher quality leads
1 Optimizing content
2 Intelligent lead scoring
3 Mature qualification process
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{ } 1 Using content to drive engagement
Persona, demand type, business challenge
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Persona
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Demand Type
New Concept
New Paradigm
Established Market
Product
View
Audience
Message
Budget
Competition
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Business Challenge
IT is Everything
Business Continuity
Modern Infrastructure
Make sure you pick the
challenges that your content
can actually support. You
don’t want to be in constant
content creation
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Inform &
Trigger
Benefit &
Differentiate
Justify &
Decide
Mapped to the Buyers Journey
Education Solution Vendor
Selection
IT is everything Business continuity Modern
infrastructure
Events social webcasts online tools ROI Calc Testimonials
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Content matrix Content audit
output:
• 108 assets
• 36 emails
• Dynamic landing pages
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{ } 2 Lead scoring
Implicit/Explicit & progressive
profiling
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Explicit (A-D) Who is engaging with
you
Implicit (1-4) Digital body language
& timing
Title
Business Challenge
Relationship to company
Tagged paged visits
Email clicks/opens
High, medium, low value form
submissions
Event attendance
Explicit & Implicit
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A1 A2 A3 A4
B1 B2 B3 B4
C1 C2 C3 C4
D1 D2 D3 D4
ELEVATE
Advanced lead scoring
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{ } 3 Qualifying leads
Telemarketing and digital intelligence
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Hot leads go
to sales
Back to
nurture
Qualification process
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{ } 4 Results
Did it work?
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58% Open Rate
21% CTR
Solutions track 53%
engagement
rate
26% IT is Everything
48% Business Continuity
26% Modern Infrastructure
23,446 contacts in the program all time
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$4.1m in pipeline 30% increase in
qualified leads
Goals
Surpassed Leads Driven
Leads qualified
Improved open
rates
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THANK YOU