dotLiveNurturing Leads:The secret is in CRM@dotmailer

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‘63% of people requesting information about your product now will not purchase for at least 3 months – and 20% will take more than 12 months to buy’

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The channels you shouldbe thinking aboutEmail In storeSocial NetworksRetargeting adsEventsWebsite personalization

The 7 Dont’sand 7 Do’sMatthew McClelland &Skip Fidura@skipfidura

Slide 6Deliverability Mythbusting

Don’t createone-size-fits-all marketing comms.Batch and blast’ mailouts are a thing of the past.

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One-to-One Targeting

Slide 8Deliverability Mythbusting

Don’t invade your prospects’ personal spaceToo many emails and calls are annoying and a turn-off.

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Optimise Your TimingOptimise your timing

Slide 10Deliverability Mythbusting

Don’t deliver irrelevant content.If you know what your prospects are interested in, avoid sending them something that makes you look like you don’t.

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Supporting Content Supporting content

Slide 12Deliverability Mythbusting

Don’t forget to inform sales aboutthe programs you’re running.

It’ll help them understand what information prospectshave already been exposed to.

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Automate Lead Hand-offs

Automate lead hand offs

Slide 14Deliverability Mythbusting

Don’t think that all leads are quality leads.Scoring removes time-wasting and will automatically generate sales-ready leads.

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Progressive ProfilingProgressive profiling

Slide 16Deliverability Mythbusting

Don’t usebad data.It can lead to all kinds of problems, particularly when you want to become targeted with your marketing.

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Keep Permission

Keep permission

Slide 18Deliverability Mythbusting

Don’t press send and then forget about your nurture program.Learn from the results and use the data to become smarter with your marketing.

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Test, Test and Test Again

Test, test and test again

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1. Invade your prospects’ personal space

The 7 Dont’s

3. Deliver irrelevant content4. Press send and then forget about your nurture program5. Use bad data6. Forget to inform sales about the programs you’re running7. Think that all leads are quality leads

2. Create one-size-fits-all marketing comms

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1. One-to-One Targeting

The 7 Do’s

3. Supporting Content4. Progressive Profiling5. Keep Permission6. Automate Lead Hand-offs7. Test, Test and Test Again

2. Optimise Your Timing

Econsultancy case studyLili Boev

How marketing helps keep the subscriptions team at Econsultancy

happy

users to the site via our blog/free content

Attract

those free/registered users to paid subscriptions

Convert

our subscribers to ensure they’re making the most of

their subscriptions (and so renew!)

Engage

Three key objectives forEconsultancy subscriptions

1. Attracting new users to register with us

Using blog traffic to increase registrations and leads into the top of the sales funnelVia our Daily Pulse newsletter - digital insight delivered directly to your inbox, every Monday to Friday.

2. Converting free users to paid subscribers

Warm leads for subscriptions

team

Targeted campaigns

Welcome series

Daily Pulse

Behaviours Downloads, site visits, event attendance, email opens/clicks

FirmographicsJob title/seniority, company type (eg. client, agency, supplier), company size/industry

Fully automated email series Upsells paid products and services and outlines the benefits of our services

Daily reminder of what’s newAutomatically pulls through latestresearch, events, etc

3. Engaging subscribers

Automated ‘welcome to your subscription’ series

Regular marketing emails & Daily Pulse

Bi-monthly ‘personal’ account manager updates & opportunity for feedback to us

Re-engagement email triggered when user has not logged in 60 days & subscription expiry email 30 days out.

We’re not overloading users with email (phew)

How do you feel about the frequency of communication you receive from Econsultancy?

81.3%

17.4%

1.3%

Just right Too much Too little

Conversion and engagementdriven by marketing

Re-engagementOf those who open our reminder to log in email, over 35% return to log in to the site within two weeks

LeadsDelivering sales team

over £100k of qualified, warm leads each month (that we know of – doing more to track all sales!)

UsageTraffic from email contributes to over 15% of report downloads from the website by our paying subscribers every month

EducatingOur subscriber welcome

series is completed by over 75% of users,

educating them on how to use their subscription

Not just revenue benefits though!

Raising profile of marketing in the business

Better collaboration between marketing and sales teams

Happy sales people!

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Program Builder Our drag & drop feature puts the power to create in your hands.

Create simple, or even complex, marketing automation programs in minutes, based on customer behaviour, date, event, lead score or segmentation rule

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And were here to help if neededEmail designCampaign ManagementConsultancy & Strategic ServicesDeliverability

Thanks for watching!@dotmailer