Email Marketing: Best Practices in a Multichannel, Multi-Device World
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Email Marketing: Best Practices in a Multichannel, Multi-Device World
- 1. Email Marketing: Best Practices in a Multichannel, Multi- Device World Tuesday, April 30 Sponsored by:
- 2. Our Sponsors
- 3. Christopher Hosford East Cost Bureau Chief BtoB & BtoBonline.com Moderator
- 6. TWEET #B2BWC
- 8. Panel Phil Dolan CMO Navicure Alison Shaffer Director-Marketing Operations and Analytics, Demand Generation Dell Inc. John DiStefano Research Director BtoB Magazine
- 9. John DiStefano Research Director BtoB Magazine Panelist
- 10. 10 Email Marketing: An Established Channel Evolves Webinar Slides April 2013
- 11. BtoB magazine 2012 Mix of Online Budget n=366 Source: BtoB magazine 2013 Marketing Outlook: Marketing Plans and Priorities December 2012
- 12. BtoB magazine Challenges and Opportunities N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013 Challenges and Opportunities
- 13. BtoB magazine Tactics to Improve Email Marketing N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013 Tactics to Improve Email Marketing
- 14. BtoB magazine Most Important Purpose of Email Program N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013 Most Important Purpose of Email Program
- 15. BtoB magazine Annual Email Marketing N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013 Average: $77,000
- 16. BtoB magazine Email Marketing Change 2013 N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013 Email Marketing Change in 2013
- 17. BtoB magazine Satisfaction with Email Marketing (Non-Newsletters) N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013 Satisfaction with Email Marketing (Non Newsletters) How satisfied are you and your management team with your current email marketing results (NOT including email newsletters) in terms of meeting your goals and expectations? Please use a scale of 1 to 10 where 1 is “Not at all satisfied” and 10 is “Very satisfied.”
- 18. BtoB magazine Satisfaction with Email Marketing (Newsletters) N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 19. BtoB magazine Steps to Improve Deliverability N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 20. BtoB magazine Customer Behaviors to Trigger Email Customer Behaviors to Trigger Email N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 21. BtoB magazine Incorporate Promotional Marketing in Transactional Messages N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 22. BtoB magazine Final Authority over Email Marketing List N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 23. BtoB magazine Most Important Positive Effect that Social Media Marketing has on Email Marketing N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 24. BtoB magazine Most Important Email Marketing Metric N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 26. Navicure CMO for past six years Brand management and Sales: Colgate, Heineken, Coca-Cola, Sanofi Navicure is healthcare technology billing software Hospitals and practices: insurance payer receivables is primary revenue Medical claims clearinghouse: facilitate data transactions Wrap around transactions functionality that speeds the revenue cycle Value proposition for managing medical claims: Increasing and speeding revenue from insurance and patients Reducing cost via staff productivity Reducing staff stress by automating complex processes; providing primo service Founded in 2001; Duluth, GA headquarters; 225+ employees $60M+ in revenue; 40%+ growth/ year since 2007
- 27. Business Model & Go-to-Market Strategy SaaS subscription: flat fee/ healthcare provider/ month Navicure manages all sales opportunities directly Lead generation: Direct: Marketing and Sales Indirect: Electronic Medical Record/ PM system partners Revenue growth primarily from new client acquisition Additional revenue growth from upselling current clients Channel Sales Opportunities Clients Upsell
- 28. Marketing Solutions 1. Brand awareness and understanding prior to buying cycle 2. Brand consideration and preference during buying cycle Marketing Challenges & Solutions Challenges 1. Complacency, ignorance about differentiated solutions 2. Channel dependency: • “Transition” and compatibility: key qualifications Philosophy: Permission-marketing (is like dating) Prospects buy on their timetable, not ours Establish report, trust, preference prior to buying cycle- WIIFM
- 29. Marketing Strategy & Results Revenue 2007 2013 ~$9MM ~$63MM 2008 2009 2010 2011 2012 1. Research: Where are we? 2. Brand awareness: • Advertising: Print/ Digital • PR • Tradeshows • PPC Ads 3. Understanding: • Website • Educational content • Lead nurturing • Direct mail 4. Consideration: • Telemarketing • Channel expansion • Sales coverage • Awards (PR) 5. Preference/ Conversion: • Collateral expansion • Educational events • Channel partner marketing • Marketing partners 6. Upsell: • Client Solutions Team • Leveraging Client Service • Direct mail tactics • Lead Nurturing • Webinars 7. Retention & Referral: • Email • Direct mail • Mixed client/ prospect events • Marketing partners (training) Marketing Pipeline
- 30. Step #1: Set annual objectives for marketing funnel stages Anonymous: Awareness Known (Emails): Understanding Engaged (Leads): Understanding Marketing Lead: Consideration Qualified Marketing Lead: Preference Advertising PR Search Trade Shows Website Blog Whitepapers Webinars/ Podcasts Direct Mail Events Microsite Telemarketing (Business Dev. Reps) Client Testimonials Channel Sales Coverage Collateral, e.g. video Case Studies Webinars Client Testimonials Collateral Case Studies Webinars
- 31. Step #2: Team Infrastructure- Capability & Capacity Content Creation (Fuel) Whitepapers ICD10Hub Blog Content Media Relations (Article Reprints) Webinar & Podcast Content and Speakers Website Content Packaging and Delivery (Engine) Search Engine Marketing Invitations Prospect & Client Blogs Landing Pages Event Execution Objective is to start quickly and maintain momentum
- 32. Step #3: Push & Pull Lead Nurturing Plan Push (on our timetable) Live webinars Blog updates Event invitations Telemarketing Channel partners Salespeople Pull (on prospect’s timetable) Trigger-based lead nurturing Website • Video, whitepapers, webinars, collateral, etc. Non-Branded Microsite • Educational content, Twitter feed, blog, etc. Paid search advertising • Demo requests, whitepapers, etc.
- 33. Marketing Telemarketing Sales Step #4: Lead Scoring- not all signals are created equal
- 34. Step #5: Monitoring and Management Following leads through their revenue cycle Plan what you expect of each campaign Measure ROI • Must consider sales opportunity and deal (bookings or revenue) attribution method • Improve forecasting based of past and current trends Analyze where leads are getting stuck in the pipe and unclog Set annual goals but no real beginning and end to this dynamic process
- 35. Summary Marketing is like dating: Buyer/ seller each on their own timelines Continuously gauge interest and buying signals; deliver what the seller is seeking at the right time Keys to success: Ensuring “recency” (top of mind) and interactivity Filling the marketing funnel early and often • You want time to be your friend, not your enemy Establishing trust and value BEFORE buying cycle begins Not selling too early or skipping steps (cheating) can alienate buyer before buying cycle even begins
- 36. Alison Shaffer Director-Marketing Operations and Analytics, Demand Generation Dell Inc. Panelist
- 37. Thanks for Having Me Today! • Alison Shaffer, CIPP/US • Data Strategy & Governance, Big Data Analytics, Demand Generation, Marketing Operations, Database Marketing, Email Deliverability, Privacy and Compliance Dell Software Group
- 39. Email is an Important Tool We use email to: support the overall lead generation strategy • Shortens buying cycle • “warm” follow up • Leverages online presence – Organic, search, website, hosted content, partners • Opportunity to collect behavioral data
- 40. Focus on Engagement • Drive interaction between customer/prospect and brand • Encourage behavior so customer/prospect becomes an active participant • Dependent on type of buying cycle
- 41. A Few Types of Engagement Emails 1. Newsletters 2. Follow Up Message 3. Usage Encouragement
- 42. Newsletters • Great opportunity to feature specific content and product introductions • Collect click/usage data
- 43. Newsletters • Focus on company specific information or aggregate from the industry • Click data can help determine customer interest
- 44. Newsletters • Test multiple formats, and make sure they’re user friendly
- 45. Follow Up Messaging Test multiple offers to determine relevancy and demand Demo Whitepaper
- 46. Follow Up Messaging Live Webcast Live Demo
- 47. Follow Up Messaging • Encourage continued behavior with CTA
- 48. Usage Encouragement • Show users how to use more of the product • Remind them of capabilities and benefits
- 50. Leverage Unique Creative Approaches • Clever and relevant headlines and images can increase open and read rate
- 52. Don’t Forget About the Subject Line According to the website www.subjectline.com: • Including an offer expiration date in the subject line, increases open rates by 22% • The word/s exclusive, private, preview or invitation in the subject line, increases open rate by 14%
- 53. Test and Have Fun
- 54. Thank You
- 55. Q&A