Keynote presentation deliveed at the October 27th meeting of the BMA of Kansas City

1. ADVANCED
STRATEGIES
1to1 MARKETING
for
JOEL BOOK
director, eMarketing education
@joelbook

2. A B O U T E X A C T T A R G E T
LEADING PROVIDER OF ON-DEMAND SOFTWARE, SERVICES & INTEGRATED
SOLUTIONS FOR EMAIL MARKETING & EMERGING ONE-TO-ONE MEDIA
OVER
FOUNDED IN
500+ 7,000+ 2B+ $70M
2000 EMPLOYEES CLIENTS MONTHLY
EMAIL VOLUME
PRIVATE EQUITY
FUNDING MAY 09
www.
EXACTTARGETinACTION
.com

3. ExactTarget Reseller Partners
in Kansas City
• Digital Evolution Group
• Meers Advertising
• Barkley/REI
• Plattform Advertising
• Nickolson Kovak
• Widdick Marketing

4. We are in the
Middle of a
Media Revolution

5. “50 million U.S. Internet users are
active users of social networks.”
Source: USC, “The Digital Future”

6. “More
consumers
adopting mobile
for direct
response.”
Source: USC, “The Digital Future”

7. Media is “The New Creative.”
Message distribution is now as
important as creative execution.

8. Creating brand
advocates is
now just as
important as
creating brand
awareness.

9. Marketing is now about
“conversations.”

10. A conversation that
consumers conduct 24/7
in digital forums, on blogs,
in social networks, via
mobile phones, through
email and in person.

11. How are You
Participating?

12. MORE MEDIA
DOLLARS ARE
SHIFTING TO
EMAIL

13. “Those who buy
products
marketed through
email spend 138%
more than non-
readers of email.”
Source: Forrester Research
“E-Mail Marketing Comes of Age.”

14. 50% OF ALL CONTENT SHARED
IS SHARED USING
EMAIL
Source: Tim Schigel, ShareThis

15. EMAIL IS NOW MUCH MORE THAN
NEWSLETTERS
www.
EXACTTARGETinACTION
15
.com

16. EMAIL PLUS
www.
EXACTTARGETinACTION
.com

17. EMAIL + C R M
PERSONAL
RESPONSE www.
EXACTTARGETinACTION
.com

18. EMAIL + CRM
RESELLER
EDUCATION
www.
EXACTTARGETinACTION
.com

19. EMAIL + CRM
SALES SUPPORT
FOR DEALERS

20. EMAIL + CRM
LEAD
NURTURING
www.
EXACTTARGETinACTION
.com

21. How EMC Uses
Email to Aid the
Buying Process

22. About EMC Corporation
• Fortune 500 company with over
$13 billion in annual revenues
• World’s leading developer and
provider of information
infrastructure technology and
solutions that enable
organizations of all sizes to
transform the way they compete
and create value from their
information
© 2009 ExactTarget, All Rights Reserved
© 2007 ExactTarget, All Rights Reserved

23. Email Marketing at EMC
• More than 100 users – including Corporate and Field
Marketing Teams in 3 regions use email to deliver relevant
information to EMC customers and prospects around the
world.
• EMC’s email system is integrated with EMC’s Global
Marketing Database to streamline subscriber segmentation,
email execution and response tracking.
© 2009 ExactTarget, All Rights Reserved
© 2007 ExactTarget, All Rights Reserved

24. My EMC InSight
2
EMC uses My EMC Insight to
nurture prospects by:
−Providing relevant information that
aids the decision-making process
of the IT buyer
−Promoting seminars, webcasts,
and other live events that show
how customers are using EMC
technology
© 2009 ExactTarget, All Rights Reserved
© 2007 ExactTarget, All Rights Reserved

25. Content Relevance Begins with Data Capture
On the EMC.com subscription page When downloading content
Over the phone
Online event registration
At events Third party websites
© 2007 ExactTarget, All Rights Reserved

26. My EMC Insight
Subscription Center
EMC invites email subscribers
to identify their geo location
and topics of interest.
Data is transferred to the EMC
Global Marketing Database
Subscriber-supplied data is
used to dynamically
personalize email content
“83% of consumers want
more control of what email
content they receive.”
Source: MarketingSherpa
© 2009 ExactTarget, All Rights Reserved

27. My EMC Insight
How EMC Delivers Personalized Content
3 Buying Process Stages 9 Solutions of Interest
Early: prospect researching a solution • BURA
• High level overviews • Information Security
• Analyst whitepapers
• Business Continuity
Middle: prospect evaluating vendors • Content Management
• Customer case studies • Oracle
• In-depth technical notes
• Microsoft
Late: prospect ready to buy product or • SAP
a solution • Storage
• Product spec sheets
• Technical whitepapers • Virtualization
Three Stages X 9 Tracks = 27 Different Pieces of Content for Each Issue.
© 2009 ExactTarget, All Rights Reserved

28. My EMC Insight
Segmentation Strategy
Registered
Subscribers
Content Viewing and Market
Downloading Behavior
Indicates Buying Stage First
Early: prospect researching
a solution
Defined Inferred Subscriber
• High level overviews Interests Interests Country
• Analyst whitepapers
Middle: prospect evaluating
vendors
• Customer case studies Output File
• In-depth technical notes For Email
Late: prospect ready to buy Send Insight
product or a solution
• Product spec sheets
• Technical whitepapers
© 2009 ExactTarget, All Rights Reserved

29. My EMC Insight
1. ‘Your Topics’ (Dynamic Content )
− Changes by country, user – 2.
defined interests, and buying
stage 1
2. Feature Article (Static Content)
− Features events, products, and
content that the whole
subscriber base receives 3.
3. Other Articles (Dynamic Content)
− Changes by country, user
interest and intensity of interest
− Creative expands to allow up to
9 dynamic offers
© 2009 ExactTarget, All Rights Reserved

30. Dialogue Approach in Action
Ongoing Engagement Scorecard
User performs Google search and goes to Lead Generation - User
EMC.com interaction meets threshold to
trigger a call
EMC Guided - Registered User - Invited to see a Ongoing Dialogue - User gets
webcast and participate in a blog on topics of regular newsletter on their
interest chosen topics – Drives user more
activities
E L
© 2009 ExactTarget, All Rights Reserved

31. EMAIL + ANALYTICS
INTELLIGENT
MESSAGING
www.
EXACTTARGETinACTION
.com

32. EMAIL + ANALYTICS
PERSONALIZED
RECOMMENDATIONS
www.
EXACTTARGETinACTION
.com

33. EMAIL + ANALYTICS
LIVE OFFERS
www.
EXACTTARGETinACTION
.com

34. EMAIL + SOCIAL
ACTION
AMPLIFIED
www.
EXACTTARGETinACTION
.com

35. EMAIL + SOCIAL
USING SOCIAL
FORWARD TO EXPAND
CUSTOMER DATABASE
www.
EXACTTARGETinACTION
.com

36. EMAIL + SOCIAL
CUSTOMER EDUCATION
www.
EXACTTARGETinACTION
.com

37. EMAIL + SOCIAL
DRIVING
DEMAND
www.
EXACTTARGETinACTION
.com

38. How Dreamfields
Changed CPG
Marketing

39. Dreamfields Pasta
• Introduced in June, 2004
• Only great tasting low
carbohydrate pasta on
market
• Appeals to diabetics, low
carb dieters, and people
seeking higher fiber
• Costs about double the
retail of regular pasta
© ExactTarget, All Rights Reserved

40. Dreamfield’s Marketing Challenges
• Attract diabetics and low carb dieters; Encourage trial
• Engage and educate consumers on product benefits
• Build a community of passionate customers that share
brand
• Stretch limited budget to augment traditional advertising
• Engage and educate healthcare professionals
• Discover what works best and expand
© ExactTarget, All Rights Reserved

41. Brand Fan Development Model
SUPPORT
EMPOWER
CONVERT
ENGAGE
ATTRACT
© ExactTarget, All Rights Reserved

42. Dreamfields Multi-Channel Strategy
Channels: Activities (*):
• Website Manage 3 websites, 50+ landing
• Email pages, and an E-commerce site
• Social Networks
Execute online advertising to
•Twitter
attract consumers to the
• Facebook
Dreamfields website
• You Tube
Send branding emails 12 times
per year, and automated emails
daily.
Conduct consumer and
professional word of mouth
(*) All marketing activities are planned programs.
an executed by HyperDrive Interactive
© ExactTarget, All Rights Reserved

43. Using Email to Educate Consumers
Dreamfields uses SEO, PPC and
Word of Mouth to attract
consumers to
www.trydreamfields.com
Consumers are invited to
register for Dreamfields’ email
newsletter and receive a $1
coupon as a “Thank You”
In less than two years,
Dreamfields has built an email
subscriber database of more
than 400,000 consumers, and
18,000 healthcare professionals
© ExactTarget, All Rights Reserved

44. Email + Social Media to Drive
“Word of Mouth”
© ExactTarget, All Rights Reserved

45. Engagement Emails Drive Sharing
© ExactTarget, All Rights Reserved

46. Dreamfields Professional Influencer Program
Winning Patient Recommendations through
Email and WOM Marketing
© ExactTarget, All Rights Reserved

47. Pro Invitation Landing Page
© ExactTarget, All Rights Reserved

48. Tools for Talking to Patients
• Technical product materials
−To address skepticism and invite
questions
• Product sample to taste, share,
use box for demo
• Patient Education Pamphlets
−Explain “how it works” in patient’s
language
• Recipe Flyer with coupon
−Provide tangible purchase incentive
and reminder for patient
© ExactTarget, All Rights Reserved

49. Patient Education Pamphlet and Flyer
© ExactTarget, All Rights Reserved

50. Interactive Marketing Results
Key Metric FY 2005 FY 2009
Web Visits 19,800 728,000
Page Views 98,000 2,389,957
Search Engine Traffic 1,340 176,300
Consumer Permissions 0 317,710
Confidential Data
Professional Influencers 0 Do Not Copy
20,790
Direct Online Sales 3,700 lbs. 323,000 lbs.
Total Volume < 3,000,000 lbs. >8,318,000 lbs.
Profitability No Yes
As of October 14th, Sales of Dreamfields Pasta are up
13% YTD
© ExactTarget, All Rights Reserved

51. EMAIL + POS
CUSTOMER
LOYALTY
www.
EXACTTARGETinACTION
.com

52. EMAIL + POS
TRIGGERED
OFFERS

53. EMAIL + POS
BUILDING
LOYALTY

54. EMAIL + SMS
MOBILE
IMMEDIACY
www.
EXACTTARGETinACTION
.com

55. EMAIL + SMS
CUSTOMER
EDUCATION
Text the word “Turf” to
63747 now! www.
EXACTTARGETinACTION
.com

56. EMAIL + SMS
SUBSCRIBER
ACQUISITION

57. Marketing is
about the
Conversation

58. “BRAND FANS”
ARE NOW
YOUR BEST MARKETERS
www.
EXACTTARGETinACTION
.com

59. EMAIL
THE CONNECTING
THREAD
THE FAN-CENTRIC www.
presents
www.
FANMAILMARKETING
59 .com
EXACTTARGETinACTION
.com

60. http://pages.exacttarget.com/in_action
THE FAN-CENTRIC www.
presents
www.
FANMAILMARKETING
.com
EXACTTARGETinACTION
.com

61. Joel Book
ExactTarget, Inc.
Phone: 317.275.5444
Email: jbook@exacttarget.com
Blog: EmailMarketingbytheBook.com
Twitter: @joelbook www.
EXACTTARGETinACTION
.com
61