USING EMAIL TO CONTINUOUSLY ENGAGE

USERS AND DRIVE PRODUCT INNOVATION- A Ziff Davis Enterprise Case Study

February 8th, 2011

Webinar

Dial-in telephone: +1 (312) 878-0511

Access code: 850-416-164

Webinar ID: 988-535-784

✆

BEFORE WE GET STARTED…

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of the presentation and a copy of the slide

deck within 1 to 2 business days

Today’s webinar is moderated by:

Vicky Oxley Vice-President of Services

WhatCounts

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TWEET!

Twitter about the webinar using #whatcounts

Follow:

@WhatCounts

@pwesterman

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Moving forward as a rebranded WhatCounts using the

WhatCounts robust and flexible technology.

We have a much larger foot print, with offices in Atlanta,

Washington D.C., Seattle, and Sydney, Australia

Team members will be able provide more resources and

opportunities for our clients and partners.

We will be able to better maximize our customers’

revenue opportunity while improving production efficiency

and reducing cost.

Union reinforces our commitment to a culture focused on

customer service and satisfaction

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One of the only ESPs with flexible deployment options including

SaaS, On-premise appliance (Broadcaster), and Managed

Services.

Dedicated account model with a history of commitment to

exemplary customer service.

Campaign Production Services – our team members are able to

help you implement best practices on a daily basis.

Full Video and Social Integration.

Long list of marquee clients include Costco, Alaska Airlines,

MSNBC.com FOXNews, Pandora, Virgin America, Ziff Davis

Enterprises, AARP & NEA

Proud of its customer focus and 90%+ customer retention rate.

Recently recognized as a Finalist for the 2011 Stevie Award for

Customer Service.5

Speaker

Peter Westerman

Audience Marketing, Ziff Davis Enterprise

peter.westerman@ziffdavisenterprise.com

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AGENDA

• Role of eMail in ZDE’s Business

• Aligning Content, Audience and Offer for

Results

• Case Studies

• Lead Nurture With eMail

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EMAIL SUPPORTS ALL ZDE LINES OF BUSINESS

• Lead Generation

• Content Syndication

• eSeminars

• Digital Universities

• F2F events

• Publications

• Websites, forums, blogs

• Research

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Business to Business

Business to Consumer

Both B2B and B2C

What is your marketing focus?

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ZDE TODAY: DATA-DRIVEN, RESPONSE-ORIENTED

Virtually all Ziff Davis Enterprise audience recruitment &

retention is done online & by phone

Hybrid In-House / Out-of-House customer database

solution

•7M total customer records

•5.2M under active management

•1.5M prospect database

•Inputs include publications, live events, eSeminars, white paper

libraries, etc.

Prospecting database covering industry verticals, installed

base of technology, etc.

40+ eNewsletters

20+ Web sites

26 million page views/month

25+ monthly eSeminars

100k user registration transactions/month

60+ lead gen programs/month

15+ major research studies/year

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3 PILLARS SUPPORT ENGAGEMENT

MARKETING AT ZDE

Managed by marketing pros with each domain expertise

Compelling Content

• Respected and sought-after media platforms

• Effective content aligned with audience, message and campaign goals

• Content that:

• Builds Trust and Credibility

• Secures Market Position

• Captures New Business

• Closes Sales

• Has measurable ROI

Engaged Audience

• Audience targeting using user-supplied data, observed behavior, data enrichment

• Creative development

• Trigger-based marketing

• Lead disposition

• Best Practices for:

• Cadence of customer contact

• Content-based marketing

• Message maps and message continuity

• Off-ramps to sales and marketing

Professional Execution

• Content and audience alignment with client goals

• Integration of audience delivery with content development

• Program management

• Repeatable business processes best practices to ensure positive results

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OUR MOST SUCCESSFUL PROGRAMS START WITH

COMPREHENSIVE UNDERSTANDING OF CLIENT GOALS

• Comprehensive discovery process about products,

customers and their purchasing process

• Combined with best practices based on the

thousands of campaigns ZDE has run over the

past 5 years

• Alignment of client and ZDE best practices around

content, prospect targeting and creative execution

• Set-up of measurement, analysis, and reporting

support specific to program goals

The success of virtually every program we create is user

engagement with content

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AND IS USED TO ACHIEVE A VARIETY OF CLIENT

OBJECTIVES IT magazines

IT sites

RSS/newsletters

Events/conferences

Blogs/forums

Podcasts

Vendor sites

Webinars

Web videos

Virt. tradeshows

Podcasts

Mini-sites

ROI calculators

White papers

IT-analyst reports

Tools/widgets

Demos/trials

Demos/trials

Tools/widgets

IT-analyst reports

ROI calculators

Vendor sites

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OUR MOST SUCCESSFUL PROGRAMS

• Maximize engagement from prospects with a high probability of

conversion

• Limit interruptions/delays/hurdles to accessing offers

• Rotate and refresh assets

• Educate, and don’t demonstrate

• Describe a solution to a business problem/opportunity, not a product

• Allow enough time to align with product sales cycles

• Don’t discard valuable leads, through arbitrary filters

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CONTENT IS KING

• Experience demonstrates the quality of a program’s content/offer

delivered to a relevant prospect is the most important determinate of

success

• Content is the currency being exchanged for customer/prospect’s data

and interaction – it must be compelling!

• Multiple voices; Vendor, 3rd Parties, and Peers are essential to driving

results – Vendor only content is a liability

• Must be aligned with audience issues, problems, solutions

• Must be recent and relevant to them and their job

• Emotional engagement with the client is key

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CONTENT IS ALIGNED TO AUDIENCE

5.2M contact records• Publication subscribers• eSeminar registrants• Web Buyer’s Guide members• F2F event registrants• Virtual Trade Show registrants• Newsletter subscribers• Web site registrants

Self-Reported Information• Industry segments• Job function/title• Firmographic information• Transaction history• Installed base of technology

1.5M prospect records• Custom-built prospect panels

and evergreen data sources• Deep dives: Healthcare, Federal

Government, Financial Services• F2000 Senior IT• Installed base of technology• Other data licensed as needed• Targeted prospecting

Verified Data

Prospects activated, opted-in via brand engagement

Sales prospects and leads surfaced through targeting,

engagement •Industry classifications (SIC, NAICS)•Job function/title•Firmographic information (DUNs)•Installed base of technology•Street addresses•Parent/child business relationships•3rd-party data relationships if required

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PUTTING IT ALL TOGETHER

TIMING

AUDIENCE

OFFER

CONTENT

= OUTCOME

ACCOUNTABILITY

SALES

OPPORTUNITY

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Yes, we have a few programs set up

Yes, we have many advanced programs set up

No, but we plan to in the future

No, and I am not sure how to go about setting them up

No, and we don’t plan on it

Are you currently doing any triggered

based email marketing?

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CASE STUDY: ESEMINAR

• Deployment lists

selected/segmented based

on job function, company

size, industry, past user

behavior, propensity to

attend eSeminars

• Trigger-based emails sent

to: users who open, users

who click, users who

abandon registration (has a

tangible impact on

conversion recovery)

• Trigger-based confirmation

and reminders to

registrants (Increases

show rates)

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CASE STUDY: ESEMINAR

• Follow-up sent to no-shows

(recovers no-shows as on-

demand viewers)

• Thank you and cross-

promo sent to attendees

(upsell)

• Depending on the program,

api calls are made from our

CRM to WhatCounts for

deployment, or managed

within WhatCounts, or

managed from the event

platform

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CASE STUDY: LEAD GENERATION

• Opt-in eNewsletters on various topics deployed daily• Segmented based on

ISP, company size, job function, topic

• Some use of dynamic content based on data we persist at WhatCounts

• Partial members sent through standard registration path

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CASE STUDY: LEAD GENERATION

• Full members sent to landing pages that pre-pop, only displaying questions not yet answered by users

• Some programs involve subsequent triggered-based email based on user engagement scoring

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Yes

Yes and it is very advanced

No and I am not sure what this is

No but we plan to in the future

No and we don’t plan to

Have any of you developed any multi-

touch lead nurture plans to dictate

your triggered email programs?

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PROSPECT NURTURE AFTER 1ST ENGAGEMENT

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EMAIL-DRIVEN LEAD ACCELERATION

Lead GenerationCustom Questions

& ScoringAppended Data

Content syndication

Part of Download Registration Process

Addition of data from syndicated sources

Stag

eP

roce

ss D

etai

l

Registration/Lead Data Capture

Dat

a C

olle

cted

Any Out-of-target Leads Filtered Out

Contact

Company/Organization

Address

Telephone

Industry

Co Size

Job Function/Title

Role in Purchase Process

Establishes BANT criteria

BANT

Current Solution

Product Solution Interest

Purchase Time Frame

IT Decision Authority

Budget Status

Company Type

Business DescriptionSIC Code

DUNS#

Solutions /Requirements

Nurturing & Reporting

email nurturing & re-scoring

Numerical lead scoring & reporting

for prioritization

Re-contact for full qualification of lead

form

Automated form abandonment reminders

Initial outreachAnd recruitment

(Optional)

Initial segmentationand nurture paths

Nurture and dynamic scoring

Next StepsLead

DistributionAnd

Disposition

Telephone screening

Integrated

Marketing |

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SUMMARY

• Email is integral to every line of our business

• Each business has evolved best practices based on testing and iteration

• Every program is custom, but they all share common building blocks

• Questions?

More re-engagement tactics specifically tailored to your business

Lifecycle marketing strategy best practices

Email deliverability tips and consultation services

Best ways for integrating email & social media

Would you be interested in hearing

more from WhatCounts about any of

the following:

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Q & A28

Next Webinar

“How To Use Competitive Intelligence

To Understand Email Best Practices”

Tuesday, March 8th

10:30 AM Pacific / 1:30 PM Eastern

Featuring Carter Nicholas,

CEO, eDataSource

More Info To Come Shortly

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Contact Peter Westerman:

Audience Marketing,

Ziff Davis Enterprise

peter.westerman@ziffdavisent

erprise.com

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Contact Us

WhatCounts, Inc.315 5th Avenue South, Suite 800

Seattle, WA 98104

800-440-7005

www.whatcounts.com

Twitter @whatcounts

sales@whatcounts.com

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