Advanced Seminar #9 Best Email for lead nurturing Seminar ...Analytics that Matter to Sales. Seminar...

Seminar #9

Best email for lead

nurturing

MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott

Advanced Seminar #9Best Email for lead nurturing campaigns

Chris BaggottCo-Founder/CMO ExactTarget

Seminar #9

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Best Email for lead nurturing

Campaigns

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LEADS

CUSTOMERS

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Customer & Lead ManagementThree Ways

Human ContactRelationship Email

Direct Mail

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Email Is the Perfect Tool

•Easy

•Driven by Data

•Interactive

•Cheap

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What's the problem with Email?

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How To Determine Relevance

•Who are the Right customers?

•Where do they come from?

•How did we get them?

•How do we keep them happy?

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How Do We Version for Relevance?

Tailor email by source:•was this lead a referral?•was this lead from search?

Tailor email by profile:•Industry•Size•Experience with email

Tailor email by relationship:•who owns this prospect?

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Outcome

What result do you want?

How are you going to measure it?

Where are you today with the measurement metric?

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Design: What Matters

1. What They Expect

2. Desired Action

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What they expect: Newsletter v. Alerts

Newsletter

Alert

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Relationships

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Engagement

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Forms Drive Engagement

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Using the survey tools as a "request for quote system."We have increased our

monthly quotes by over $12,000,000.

46% of our quotes through are converted to sales!

Jason A. Kestler

Kestler Financial Group, Inc.751 Miller Drive S.E. Suite D-1Leesburg, VA 20175800.699.0299 x117

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Bayer Diagnostics

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Abbott Laboratories

•“The Dallas Region experienced a 20% increase in attendance over the other Regions…after sending three ExactTarget communications”

Measurable Objectives

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Testing & OptimizationEmail Testing & Optimization100s of Potential “Success Factors”

32

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Multi-Variable TestingEmails (18)

Dow Corning Case Study

Winner by >60%

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Analytics that Matter to Sales

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Trigger Email

•Events

•Actions

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Events

http://corporateportal.ppg.com/ppg



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Trigger Email – Based on An EventAvery B2B Lead Management Program

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Case StudyEvent Registrations

“We set an all-time record for registrations; four-times our average! We now develop a dialog with registrants, even our no-shows are hot leads!”

-Peter Alexander Online Marketing Manager Lumenis

Trigger Email Including DC

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Scotts eMail Alerts2. Systems identify 2. Systems identify emerging problemsemerging problems1. Consumers 1. Consumers

contact contact Scotts Scotts Helpline Helpline

3. Send email to:3. Send email to:

Lawn Care Professionals(ERS Registrants)

ScottsScotts

Lawn Care Update: Grub Alert

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Automated Interaction Management

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Easy to use Marketing Automation(Automated Interaction Management)

Drag & Drop Nodes

Universal Drag & Drop Nodes

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Deliverability

Are you a Spammer?

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Deliverability Challenges

• Blocking and Filtering Technologies• Phishing• Disproportionate Power• Sender Authentication

– Microsoft, Cisco, Yahoo– Outlook/Exchange Updates

• Changing Legal Environment– CAN-SPAM, MI & UT, FCC Wireless, FTC rules– EU Privacy Directive, Canada’s PIPEDA

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Control & Compliance

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Remaining Legally Compliant• Can the enterprise manage & maintain several

"suppression" lists? • Can it control these lists across all

departments? • Can it differentiate between specific opt-outs

and master unsubscribes?• Can it handle opt-out requests within 10

business days?• Can it prevent anyone from contacting an

unsubscribed user after the 10 days have passed?

Compliance means “Yes” to all above.

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Top Reasons Emails Are Filtered:

• Recipient Complaints!!!• Poor or Insufficient Permission• Content, Volume or List Quality Filtering

(spam traps)• Email Format, Faulty HTML• IP Address and Domain Blacklisting• Lack of ISP Compliance

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Pivotal Veracity: B2B eDelivery Tracker

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SMTP Log Reviews

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Deliverability Whitepaper

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Questions?

Contact Information:Chris BaggottEmail: [email protected]: Google - Chris Baggott

Advanced Seminar #9 Best Email for lead nurturing Seminar ...Analytics that Matter to Sales. Seminar...

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