Instructed by Rob Armstrong.

1. Intent Data
Email Marketing on Steroids
Speaker
Robert Armstrong
Madison Logic

2. Today You Will Learn
• Insights into the B2B Buyer Journey and how to
accurately determine where your prospects are
on the sales/marketing funnel
• Why email is a mainstay in today’s marketing
world
• Best practices for conducting your own email
marketing campaign
• The power of intent data for marketers

3. About Me
Rob Armstrong
Vice President, Product Management
Rob has a rich background in Ad Tech, having served in product
management positions since 2008.
Rob pioneered the industry's first APIs to DoubleClick's DFA6
and Microsoft's Atlas ad servers and authored the specs on
“package buying” features for digital media buyers using
Donovan Data Systems.
Next, Rob joined the startup scene beginning with
DoubleVerify, the industry's leading ad verification solution for
display, video and mobile advertising. There, Rob rolled out
the company’s UI platform and managed the client reporting
and insights team.
Then, Rob joined a newly formed startup, AdFin, seeking to make
transparent the price and volume patterns of the RTB ad
exchanges. At AdFin, Rob ran product and
marketing, building the company's brand, pitch materials and
product offering from scratch.
Rob hails from Atlantic City, NJ and holds a B.A. in Journalism
from Washington and Lee University.

4. Agenda
• The B2B Buyer Journey
• Email Marketing Best Practices
–
–
–
–
Subject Lines
Content and Creative Times
Calls to Action
Audience Segmentation
• Intent Data – What, Why and How?
• Key Takeaways

5. The B2B Buyer Journey – 5 Key Data Points
Multi-Touch · Multi-Channel · Multi-Person
1. 50% of leads are qualified but not yet ready to buy (Gleanser Research)
2. Only 25% of leads are legitimate and should advance to sales (Gleanster Research)
3. Companies that excel at lead nurturing generate 50% more sales ready leads at 33%
lower cost (Forrester Research)
4. 70% of marketing leads never convert into sales. Lack of lead nurturing is the common
cause of this performance (Marketing Sherpa)
5. It takes 10 touches to go from initial contact to a closed deal (The Aberdeen Group)

6. The B2B Buyer Journey
Lead
Generation
Display
Nurturing
Display Nurturing, Content
& Marketing Automation
Call Prospect
Meet All
Deadlines
Celebrate
Follow-Up Daily

7. Email Marketing - Stats
•
•
•
•
May 2012 data from the CMO Council
showed a significant majority of
marketers worldwide (67%) rated email
the most successful digital marketing
tactic.
40% of B2B marketers rated the leads
generated by email marketing (house
list) as high-quality.
Despite the limitations, budget
allocations for email marketing
increased in 2012 by 15%, with over half
of marketers expecting another increase
in 2013.
This is due to a third of the respondents
accounting email marketing for 50% - or
more - of all digital business revenue.
(CMO Council, February 13)
(Source: Software Advice Survey)
90% of marketers say they will increase or maintain their use of email.

8. Email Marketing - Stats
Lyris states that 145 Billion emails are
sent annually, with each user receiving
approximately 9,000 emails a year.
How will you break through?
Discipline and Intent.

9. Email Marketing Best Practices
How to Break Through a Cluttered
Inbox

10. Email Marketing – Best Practices

11. Email Marketing – Best Practices

12. Email Marketing Best Practices

13. Email Marketing Best Practices

14. Email Marketing Best Practices

15. Email Marketing Best Practices

16. Email Marketing Best Practices

17. Email Marketing Best Practices

18. Email Marketing Best Practices
Mailing towards the middle
of the week and mid-day
generally provides the best
metrics.
Test to optimize for your
subscribers
Source – MailChimp Case Study, 2012

19. Intent Data
How to Supercharge Your Email
Marketing Campaigns

20. What is Intent Data?
Intent Data is driven by ACTION.
Downloaded
White Paper
Viewed
Webinar
Read
Case Study
Article
Interest
DATA AGGREGATOR
INTENT
Requested
Demo
Social
Activity

21. Intent Data for Lead Nurturing

22. Intent Data for Lead Nurturing

23. Email Marketing Case Study
HR Vertical Email Campaign

24. Audience Segmentation – Powered by Intent Data
Key Finding:
69% of consumers are willing to give up personal data in
exchange for more customized service – Marketing Sherpa
• Personalization of service is all but expected
• Intent data drives the ability to create better segmentation and
make your messaging and client communication more meaningful
• Analyze the information coming into your marketing automation
platform to identify what pieces of content are doing best
• What pieces of content are being downloaded and consumed?
• Drive action into insights and plan engagement strategies around
those insights

25. How To Collect Your Own Intent Data
Utilize the information given to you by your marketing
automation platform
• Content downloads
• Consumption rates
• Asset performance based on user demographics
• Email open rates
Goal: Establish relevant messaging and
communications to foster a trustworthy relationship
between you and your prospects along the buyer
journey

26. Madison Logic: Audience Segment Builder

27. Move The Needle

28. Move The Needle – CTA A/B Test

29. Key Takeaways
1. B2B Buyer Journey
•
Know where your prospects are along the buyer journey in order to personalize
marketing messages and communication
2. Importance of Email Marketing
•
Email is here to stay. Make sure you’re doing it right
3. Email Marketing Best Practices
•
Discipline all of the components of an email marketing campaign in order to
ensure a positive ROI
4. Intent Data for Email Marketing
•
Personalization and customization of messaging can drastically improve
content relevance and campaign performance
5. How to Collect and Analyze Your Own Intent Data
•
Utilize existing data from marketing automation or email service platforms to
customize offers and campaigns to your prospects

30. Thank You!
Learn more at
www.onlinemarketinginstitute.org