From e newsletters to email marketing that drives sales
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Transcript of From e newsletters to email marketing that drives sales
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From eNewsletters to Email Marketing that Drives Sales
Welcome! We’ll get started injust a few minutes.
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Introduction
• Craig Klein
• SalesNexus Founder and CEO
• 20+ years as Sales Leader in
Energy and Technology
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Your Interests?
• 50% looking to warm up sales leads and
connect w/ Sales people.
• 75% emailing once per month or less often
• 64% have a CRM
• 47% have an email marketing solution
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The SalesNexus Solution
• Sales CRM – built by sales people for sales
people
• Unlimited Email Marketing – easy enough for a sales
person and powerful enough for pro marketers
• Unlimited Proactive Support
• Free B2B Sales Contacts via LeadFerret.com!
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Grow Sales with Emails7 Easy Ways Sales Teams Win with Email Marketing
Free ebook available at salesnexus.com
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Why do you read email?
1. To stay up to date and informed
2. To learn about new opportunities
3. To stay in touch with friends, colleagues
You’re not a spammer if you’re
informing your customers about things
they care about!
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Give to Get
What NOT to do…
1. Don’t pitch your product or service
2. Don’t tell them why your company is
better
3. Don’t offer discounts
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Subject Line is Job 1
• Before the email is ever seen, it’s deleted
if the Subject is not interesting
• Test, measure and adjust
Example – campaign opens and clicks
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The X Factor
• Prospects go through the funnel
• A few turn into Clients
•What about the rest?
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The X Factor
• They’re thrown away!
• Close 20%
• Throw away 80%!
• Follow up “slips through
• the cracks.”
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Increase Sales by 10%
• 100 leads each month, 20 orders
• 80 don’t close
• In 6 months, 480 “dead” leads
• 4 additional orders each month!
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Know Your Audience
1. Fit the demographics of your prospects
2. Want or need a product like yours
3. Interested in YOUR product
4. Customer of yours
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Marketing Personas
• Why is the purchase a MUST NOW?
• How do I justify the purchase?
• What made me start looking?
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Develop Your Persona
• Demographics – gender, assets, income,
location, age, education
• Pain
• Technical – functional needs
• Business – staffing, revenue,
expense, profit
• Personal – family, future, career,
dreams, fears
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Marketing Personas• Why is the purchase a MUST NOW?
• Business or Personal Pain
• How do I justify the purchase?
• Technical or Business Pain
• What made me start looking?
• Technical or Business Pain
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Pain ExamplesTechnical Pain
“My notebook crashed!”
Personal Pain
“I can’t finish the report due tomorrow and I may not get
a raise.”
Technical Pain
“My 1995 Toyota needs $2,500 in repairs!”
Personal Pain
“I’ve been late to work three times this month.”
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Pain Examples
Business Pain
“Sales staff turnover is too high, costs are up and
sales are off.”
Personal Pain
“I’m spending too much time recruiting and
training and not enough making deals, my income
is off and my wife and I were planning some
renovations”
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Pain Examples
Business Pain
“We’re introducing our service to a new market.”
Personal Pain
“My bonus is tied to our penetration of this market
and I’ve got a kid starting college in the fall.”
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Email Components
• Subject Lines – Technical Pain
“There’s an App for Everything – Do you
have one?”
• Calls to Action – Business Pain
“Join our webinar – ‘6 Steps to Affordably
Building Apps’”
• Copy – Personal Pain – the story
“…stoggie old bank attracts Gen X with
iPhone app…”
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Email Components
• Keep it brief.
• Focus on Subject Line and Call to Action,
not graphics.
• Give them just enough to make them
want more.
• Examples!
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Campaigns, Not Blasts
• Broad campaign – series of emails
targeting varying Personas
• Calls to Action non-commital
• Free report, watch video,
interesting article, case study
• Opens/Clicks go on more specific
campaigns drilling down to business
pains and stronger calls to action
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Campaigns, Not Blasts
• Vary Subjects and Calls to Action to
Group Prospects into Segments and Drill
DownEmail 1
Email 2
Email 3
Email 4…
Open/
Click
Magnify Pain
Goal
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Campaigns, Not Blasts
• Vary Subjects and Calls to Action to
Group Prospects into Segments and Drill
DownEmail 1
Email 2
Email 3
Email 4…
Open/
Click
Magnify Pain
Goal
Open/
Click
Magnify Pain
Goal
Open/
Click
Magnify Pain
Goal
Open/
Click
Magnify Pain
Goal
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Example
• Sales Management Coaching Program
• Objective – 30 CEOs attend a breakfast to
learn about program
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Example - Broad Campaign
• 1 – “Sales Managers Typically Leave after
4 Years” - “Read article – ‘5 Reasons
Sales Managers Move On”
• 2 – “Top Producers Don’t Make Good
Sales Managers” – “Read article – ‘3 Ways
Top Producers Self Destruct as Sales
Managers”
• …
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Example – Open/Click Campaign
• 1 – “Do you have the right sales
manager?” - Video – “Chet Holmes – Key
Traits of Great Sales Managers”
• 2 – “Great Sales Teams Start with Great
Leadership” – “Invite – Personal Invitation
to Breakfast Meeting”
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Editorial Calendar
• Choose the important pains
• Most compelling
• Most common
• Schedule time to write, interview, etc.
• Keep it simple
• Test, Measure and Adjust
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Create Content Your Customers Love
• What are you an expert at? What do only
experienced buyers know?
• Record yourself on the phone, imagine
talking to your brother in law
• Schedule time and focus on writing, etc.
• Tell Stories – customers, horror stories,
save them money!
• Make it Fun – for yourself and your
“audience”!
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Calls to Action that Qualify Leads
• Transportation Co. – “Click here to read 4
Ways to Reduce Transportation Costs”
• Insurance Co. – “Download our report –
Most Common Shipping and Receiving
Injuries/Accidents”
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What’s Next?
Email and Content Marketing Jump
Start
• 3 to 6 Emails
• 1 Article or Report
• $ 2,995
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What’s Next?
Email and Content Marketing Jump
Start
• 3 to 6 Emails
• 1 Article or Report
• $ 2,995
Reduced to $ 2,500 for attendees
through 8/17/2012
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What’s Next?
• See how to automate it with
SalesNexus
• Join our Email Marketing Training
Session – Wednesdays at 3pm
Eastern