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Use Cases For Optimizing Email Campaign Conversions
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Follow This Webinar On Twitter
#LLS16 Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Social123: @social123
Emily Wingrove: @EmilyMariaaa
Matt Heinz: @HeinzMarketing
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From TOFU to MOFU to BOFU to Close
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About Demand Gen Report • Tracking strategies and solutions in lead
generation and marketing technology since 2007
• Daily news and analysis, special reports, original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at: demandgenreport.com/resources
@DG_Report http://linkd.in/DG_Specialists
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Panelists MODERATOR:
Carol Krol Editor-In-Chief Demand Gen Report
Matt Heinz President & Founder Heinz Marketing @HeinzMarketing
Emily Wingrove Director of Marketing Social123 @EmilyMariaaa
6 Key Considerations For Improving
Email & Outbound Campaigns
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The Power Of Email Marketing
• One of the most effective ways to reach professionals
• 77% of B2B marketers say email is TOP channel for driving leads (Demand Gen Report’s 2016 Demand Generation Benchmark Survey)
• Email is engrained in the workday and is primary means of communication
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The Power of Email
70% Internet users in US cite email as the preferred communication channel with businesses
20% Marketers’ primary
revenue source is
linked to email
73% Marketers say email
marketing is core to
their business
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So… Where Do You Begin?
What goes into a campaign?
• Message Strategy
• Content
• Graphics
• Layout
• Call to Action/Offer/Incentive
ALL are
dependent on the
audience/s.
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Start with AUDIENCE
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Data Is The Foundation Of Email Strategy
Your email marketing strategy is only as good as the data you possess
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Database Challenges
82% B2B marketers that don’t have a
solid database strategy
Data quality issues
56% B2B marketers that say there is
room for significant improvement
in database strategy
Top Reason:
outdated or expired
contact data
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6 Data Considerations
#2 Email marketing strategies and campaign planning guidelines
#1
Data sourcing and data quality
#4
Integrating advanced marketing strategies with email
#5
Deliverability
and data
governance
#3 Segmentation strategies for personalized messaging
#6
Measurement and
campaign analysis
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Data Sourcing And Data Quality
• Be VERY careful in the data partner
selection process
• Tradeshow/webinar/event leads
• BEWARE the field mapping and
overwriting
• 25% - 26% annual decay
• Ongoing maintenance plan
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Data Sourcing And Data Quality
• Goal: Enrich existing contact records and
identify new targeted prospects
• Solution: Database provider enlisted to enrich
the existing data and find new relevant
contacts. Keep records refreshed moving
forward.
Customer Example
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• Target By Group. IHS was able to use behavior driven prospect data beyond title and job function
• Job History Data: Score better match rates and targeting using a "resume" approach.
• Receive Real-Time Updates: Refresh new information in CRM for improved append rates.
Data Sourcing And Data Quality
Customer Example
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Email Marketing And Campaign Planning
• Set clear objectives that are specific
• Choose data sources wisely
• Craft relevant messages and compelling CTAs
• Segment target list
• Determine communication channels
• Follow up post campaign to see what's working
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Segmentation Strategies For Personalization
• Personalizing the buyer journey
• “Show me you know me”
• Field inventory
• Be data-hungry
• Characteristic data points
• Behavioral data points
• Firmagraphic data points
• Installed technologies
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Integrating Advanced Marketing Strategies “Email marketing is not an island, entire of itself” -Emily Donne
Targeted Ads
Advertising
Events/Tradeshows Email Direct Mail
Webinars
Video Social Media Thought Leadership
Content
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• Goal: To attract high-value prospects to multi-city industry events
• Solution: Email targeting with better data
Integrating Advanced Marketing Strategies
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Persona Targeting
Location: Chicago and Boston.
Industry: Modern, technologically-savvy organizations—such as software,
hardware and tech services companies—with a high propensity to practice
sophisticated marketing.
ABM Job Functions: Marketing, sales, customer success. These become the
personas for message targeting.
Job levels: Director, VP- and C-level executives.
Technographics: Group members and users of marketing automation and CRM.
Integrating Advanced Marketing Strategies
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• Using a series of email touches, augmented by display
advertising, phone outreach and social media:
TERMINUS ATTRACTED
11 OF THEIR TOP TIER ACCOUNTS TO
THE FIRST 2 EVENTS
TERMINUS GENERATED
19 OPPORTUNITIES FROM THOSE
DESIREABLE ACCOUNTS
Email Targeting Results
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Customer Example
• Segmented list for targeted pre-event email campaign
• Worked with data provider to clean and enrich data
• Show leads integrated with CRM
• Sales team prioritized follow up
“The data is an important
decision-making tool.”
- Brianna Dinsmore, Head of Demand
Gen, Weebly
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Deliverability
Check your email reputation with Senderscore
Use one or more email authentication methods
Be aware of Canadian anti-spam legislation (CASL)
Analyze the domain distribution of your list
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Measurement And Campaign Analysis
• Common Metrics:
– Opens & Clicks
– Bounces & Unsubscribes
– Conversion (downloads, form fills)
– Conversion to qualified lead
– Revenue per thousand
• Select metrics as far down the funnel as possible
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Takeaways
• A solid data strategy is the best foundation for effective
email marketing campaigns.
• Data quality is a crucial component in order to reach the
right customers with relevant messages.
• Targeting to specific segments leads to better engagement.
@Social123
@DG_Report
@HeinzMarketing
Thank You!
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Q&A / Panelists MODERATOR:
Carol Krol Editor-In-Chief Demand Gen Report
Matt Heinz President & Founder Heinz Marketing @HeinzMarketing
Emily Wingrove Director of Marketing Social123 @EmilyMariaaa
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