“eProspecting vs eMarketing: Deliver Monetizable Leads Faster for Your Sales Partners”

Today’s webinar is entitled: Wednesday, April 4, 2012

2pm Eastern (US)

Our guest speakers for today’s webinar are:

Bret Smith Managing Principal High-Impact-Prospecting, LLC Thought leader in audience recruitment and sales prospecting

Chris Moore President, Zeroed-In Technologies An innovative learning technology company

Intro

Today there’s so much focus on the medium and long-term goals of demand creation accomplished via marketing automation and nurture. Meanwhile, our sales brethren critically depend upon us for short-term outcomes – truly monetizable lead creation – and are measured by benchmarks that require sooner results that we can often provide through nurture efforts.

In Theory?

What would happen if we took the best practices of a truly professional salesperson and embedded them in a well-defined, highly-repeatable and personalized email marketing process? In other words, what if we could prospect like salespeople using all of the wonderful tools at our disposal as marketers?

Your Key Takeaways

Main learning points will be: Key differences between email marketing and

eProspecting Leveraging thought leadership content into

meaningful eProspecting messaging eProspecting specifics from message thread

development to response processing Outcomes that will make a sales manager’s heart

soar!

Key differences between

5 Key differences between email marketing & eProspecting

A multi-touchpoint thread of logically connected email messages within a single campaign

Each message touchpoint extends the dialogue by leveraging the same

content in differing ways, beginning first with thought leadership material and evolving to a call-to-action

The message structure, frequency and timing of “touchpoints” within

the campaign

Key differences between

5 Key differences (continued)

Messages to the prospects are delivered from a named salesperson or persona

Responses are routed to a specific

campaign inbox associated with the named salesperson or persona and actively monitored – replies to prospects are immediate, specific and personalized

Caveats & considerations

First, bear in mind that, as we drill into the specifics of eProspecting, you’ll see some of the differences with email marketing approaches run counter to what many of us believe to be “best practices”.

Please remember that we’re not recommending you treat your entire house list in this fashion … just those that meet the specific targeting and segmentation requirements for this type of campaign. Choosing carefully whom to include in an eProspecting effort is crucial. Taking into consideration when and where you plug the remainder of this target group back into nurture is important as well.

eProspecting specifics

What are the specifics of an eProspecting campaign?

a multi-touchpoint thread of logically connected email messages within one campaign - not 3 independent unrelated ebroadcasts

leveraging the same thought leadership content

in differing ways across multiple messages - not same message each time

a very specific message structure, frequency and

timing of “touchpoints” – looks like a sales rep, not a marketer

eProspecting specifics

What are the specifics of an eProspecting campaign?

all messaging delivered from a named

salesperson or persona all replies to suspects and prospects from the

same person(a) - immediate, specific and personalized

eProspecting #1

A multi-touchpoint thread of logically connected email messages within one campaign

4 email “touchpoints” each extending the dialogue by leveraging the same content in differing ways Begin first with thought leadership material and evolve to a call-to-action Each touchpoint message refers to the prior and ensuing message – overtly and subliminally we are communicating that we want to establish a dialogue with them

eProspecting #2

Leverage the same thought leadership content in differing ways across those multiple messages

Put your case studies, white papers and research results to greater use Your initial message is educational, even verbose, as it is the touchstone for all that follows. In successive messages, take the more detailed bullets from message one and shorten/reword them Use testimonials, customer quotes and client examples to vary messaging from touchpoint to touchpoint

eProspecting #3

A very specific message structure, frequency and timing of “touchpoints”

4 email “touchpoints”, spaced 3 business days apart – entire effort takes place in 2.5 weeks Plain HTML for messaging, with few external links First message educational Message personalized and written in first-person as though directly from a sales rep Each successive message appended at top of prior messages sent so that entire thread is delivered each time

eProspecting #4

All messaging delivered from a named salesperson or persona

Messaging thread is “from” an individual to another individual, not from a corporate marketing address. Align with a specific individual or create personas – use your marketing automation or CRM tool Responses to messaging are routed to a campaign inbox associated with the named salesperson or persona and actively monitored

eProspecting #5

All replies to suspects and prospects from the same person(a) -

Campaign inbox is actively monitored and all replies originate from it Response is immediate, specific and personalized - emulating a sales person in reply Utilize your message thread for better qualification and to leverage referral replies

Case Study: Zeroed-In Technologies

Chris Moore President, Zeroed-In Technologies

Client challenges

a. Reasonable annual budget but could only expend small portions at a time – need maximum impact per dollar

b. Little brand equity though some thought leadership stature among human capital management professionals

c. Very little social media presence though published articles

d. Need a turnkey approach – most of the campaign effort had to be on marketing vendor’s part

Possible Obstacles to Client Success

Campaign tactics & goals

Client supplies immersive sales/marketing

collateral to be used as the basis for developing core message.

Co-development of 4 email touchpoints with client. Broadcast to 62,000 email addresses as the client

target group. This target group based on completed audience profile provided by client.

Reporting of positive replies to client for priority

follow-up

Cost $3,600. Minimum meeting goal was 24.

eProspecting message 1

eProspecting message 2

eProspecting message 3

What was the outcome?

44 meeting commits @ at average cost per lead (CPL) of under $82 each 83% higher outcome in meeting commitments than minimum goal Over 250,000 “inbox impressions” delivered to the other 60,000+ members of the target group across a 2.5 week period – highly inexpensive brand awareness raising

Client Goal Attained and Exceeded!

Let’s review

a multi-touchpoint thread of logically connected email messages within one campaign

leveraging the same thought leadership content in

differing ways across multiple messages a very specific message structure, frequency and

timing of “touchpoints” – looks like a sales rep all messaging delivered from a named persona all replies to suspects and prospects from the same

persona - immediate, specific and personalized

In Summary

Nominal cost and quick deployment

83% higher outcome in meeting commitments than minimum goal (44 meets instead of 24)

Highly affordable brand awareness raising

Client’s existing thought leadership collateral provided all the core content needed

Four broadcasts enable refinement of target group by removing bounces and unsubs

Now what?

Now that the overall target group been refined, it’s well-suited for a nurture effort to begin in a number of weeks with fresh collateral. In another 6 months, this same target group will be ready for another eProspecting effort. Is eProspecting an experiment for you or are you ready to integrate with your marketing strategy? What would adding voice prospecting to your next eProspecting campaign do for overall meeting commits?

Bret Smith Managing Principal High-Impact-Prospecting, LLC bret@high-impact-prospecting.com (518) 512-0775

Chris Moore President, Zeroed-In Technologies chris@zeroedin.com

Thanks for attending this DemandCon webinar!