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Integrating Search & Email Marketing



             Jon Lisbin – Principal
                    Point It

        Terry Miller – Managing Partner
                  CRM Group

              February 18, 2009
About Point It
         Presentation Agenda

• Launched in April 2002
• Seattle’s largest
  independent search
  marketing firm
• 12 team members, 40+ yrs
  of SEM experience
• Servicing clients across all
  verticals and revenue
  models
Agenda
    Presentation Agenda

Jon Lisbin – Point It
• Search Engine Marketing Stats
• Stages of the Buying Cycle
• Increasing Search Lead Conversions

Terry Miller – CRM Group
• eNurture Situation Analysis
• Sample eNurture campaigns / Case
  Studies
• Q&A
Online Marketing ROI
Lead Generation and Nurturing
Buy Cycle
    `
Corporate Site
Lead Gen LP Offer 1

content
Lead Gen LP Offer II

content
Drip Marketing
About CRM Group


• Terry Miller – Managing Partner
  – 20+ years of experience in sales, marketing and
    operations for high technology companies
  – Founder and EVP – Mercata.com
     • Responsible for marketing, merchandising, site content & design,
       operations and customer service
  – VP of Sales – SuperCede, Asymetrix, Softbank
  – Senior Direct Response Positions – Gupta, Broderbund
  – Founder and General Manager – Triton Products
    Company
Lead Generation and Nurturing

 Major Contribution to Lead Generation and Nurturing
eNurture Situation Analysis


• Marketing generates leads from a number of sources
• Sales lacks the resources to follow up on every lead in a
  timely manner
• Problem: Finding an efficient way to further qualify leads
  in order to help prioritize sale’s follow up activities
• Solution: Create an eNurture campaign utilizing email
   – Get prospects to self-qualify themselves as they respond to a
     series of calls-to-action featuring differing bars to entry
eNurture Campaign Benefits
eNurture Campaign Goals


• Create a multi-installment email nurture campaign that
  will provide a framework for effective customer
  communications centered around your company’s
  unique value propositions
• Move prospects through the process to becoming
  qualified leads more quickly and in greater quantities
• Optimize open rates, click through rates and $ per email
  generated
eNurture Campaign Steps



Evaluation                Analysis                  Implementation

- Current communication   - Sales cycle data        - New customer contact
  stream                        - Conversion rate     strategy
       - Objectives             - Duration                  - Timing
       - Form                   - Value                     - Messaging
       - Frequency                                          - Calls-to-action




             1                        2                         3
eNurture Campaigns
eNurture Campaigns
Case Study – MNA.com

• eNurturing               Account activation

  registrations
                                                    Key Factors
  into paying     36%
                                                    •Communication
  customers
                  34%
                                                    stream
  with email
                  32%
                  30%                               evaluation
                  28%
                                                    •Data analysis
                                                    •Revised
                  26%


                                                    customer
                  24%

                                                    contact strategy
                  22%
                  20%
                        Old contact   New contact
                          stream        stream
eNewsletter Situation Analysis


• Not now doesn’t mean not ever
   – Some leads aren’t ready to take action and don’t respond to the
     calls-to-action from the eNurture campaign
   – Cost of acquisition already covered
• Problem: Finding an effective way to continue to
  communicate with non-responding leads after the
  eNurture campaign
   – Continue to present your value proposition without being
     annoying
• Solution: Create an email Newsletter program
   – Maintain mindshare with prospects
   – Further qualify prospects into leads
eNewsletter Benefits
eNewsletter Campaign Goals


• Create a periodic eNewsletter program that will continue
  to communicate your value propositions
• Position your organization as a credible supplier by
  providing information your prospects will value’
   – Non-sales approach
   – Avoid self-promotion
• Deliver compelling content by allowing the recipients to
  vote with their clicks
• Continue to mine additional leads from your prospects
eNewsletter Campaign Steps



Strategy                     Content               Creative                    Optimization

- Objectives                 - Categories          - Effective communication   - Test
      - Thought leadership         - Quantity      - Brand supportive                   - Content type
      - Leads                      - Type          - Reinforce personality              - Number of articles
      - Mindshare            - Voice/personality                                        - Site traffic drivers
                                                                                        - Images, Text, Links




           1                             2                    3                              4
Newsletter Campaigns
Newsletter Campaigns
Case Study – Penner-Ash Winery


      B-to-C Newsletter               B-to-C Newsletter
         Open Rates                      Click Rates
                                                                Key Factors
50%                             35%
                                                                • Highly
                                30%
                                                                qualified
                                                                audience
40%
                                25%


                                                                • Compelling
30%                             20%


                                                                content
20%                             15%

                                10%
10%
                                5%

0%                              0%
       Average     Penner-Ash          Average     Penner-Ash
About CRM Group


• Founded May ’01
• Offices in Redmond, WA
• Help companies
  – Acquire more customers
  – Sell more to existing customers
  – Improve their overall email marketing efforts
      • Strategy
      • Content development
      • Deployment
• www.crmgroupusa.com – 425.827.7526
CRM Group Email Clients
Integrating Search & Email Marketing
                Q&A


                Jon Lisbin
                 Point It
             JonL@Pointit.com

               Terry Miller
               CRM Group
          Terry@CRMGroupUSA.com

            February 18, 2009

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Integrating Search & Email Marketing

  • 1. Integrating Search & Email Marketing Jon Lisbin – Principal Point It Terry Miller – Managing Partner CRM Group February 18, 2009
  • 2. About Point It Presentation Agenda • Launched in April 2002 • Seattle’s largest independent search marketing firm • 12 team members, 40+ yrs of SEM experience • Servicing clients across all verticals and revenue models
  • 3. Agenda Presentation Agenda Jon Lisbin – Point It • Search Engine Marketing Stats • Stages of the Buying Cycle • Increasing Search Lead Conversions Terry Miller – CRM Group • eNurture Situation Analysis • Sample eNurture campaigns / Case Studies • Q&A
  • 8. Lead Gen LP Offer 1 content
  • 9. Lead Gen LP Offer II content
  • 11. About CRM Group • Terry Miller – Managing Partner – 20+ years of experience in sales, marketing and operations for high technology companies – Founder and EVP – Mercata.com • Responsible for marketing, merchandising, site content & design, operations and customer service – VP of Sales – SuperCede, Asymetrix, Softbank – Senior Direct Response Positions – Gupta, Broderbund – Founder and General Manager – Triton Products Company
  • 12. Lead Generation and Nurturing Major Contribution to Lead Generation and Nurturing
  • 13. eNurture Situation Analysis • Marketing generates leads from a number of sources • Sales lacks the resources to follow up on every lead in a timely manner • Problem: Finding an efficient way to further qualify leads in order to help prioritize sale’s follow up activities • Solution: Create an eNurture campaign utilizing email – Get prospects to self-qualify themselves as they respond to a series of calls-to-action featuring differing bars to entry
  • 15. eNurture Campaign Goals • Create a multi-installment email nurture campaign that will provide a framework for effective customer communications centered around your company’s unique value propositions • Move prospects through the process to becoming qualified leads more quickly and in greater quantities • Optimize open rates, click through rates and $ per email generated
  • 16. eNurture Campaign Steps Evaluation Analysis Implementation - Current communication - Sales cycle data - New customer contact stream - Conversion rate strategy - Objectives - Duration - Timing - Form - Value - Messaging - Frequency - Calls-to-action 1 2 3
  • 19. Case Study – MNA.com • eNurturing Account activation registrations Key Factors into paying 36% •Communication customers 34% stream with email 32% 30% evaluation 28% •Data analysis •Revised 26% customer 24% contact strategy 22% 20% Old contact New contact stream stream
  • 20. eNewsletter Situation Analysis • Not now doesn’t mean not ever – Some leads aren’t ready to take action and don’t respond to the calls-to-action from the eNurture campaign – Cost of acquisition already covered • Problem: Finding an effective way to continue to communicate with non-responding leads after the eNurture campaign – Continue to present your value proposition without being annoying • Solution: Create an email Newsletter program – Maintain mindshare with prospects – Further qualify prospects into leads
  • 22. eNewsletter Campaign Goals • Create a periodic eNewsletter program that will continue to communicate your value propositions • Position your organization as a credible supplier by providing information your prospects will value’ – Non-sales approach – Avoid self-promotion • Deliver compelling content by allowing the recipients to vote with their clicks • Continue to mine additional leads from your prospects
  • 23. eNewsletter Campaign Steps Strategy Content Creative Optimization - Objectives - Categories - Effective communication - Test - Thought leadership - Quantity - Brand supportive - Content type - Leads - Type - Reinforce personality - Number of articles - Mindshare - Voice/personality - Site traffic drivers - Images, Text, Links 1 2 3 4
  • 26. Case Study – Penner-Ash Winery B-to-C Newsletter B-to-C Newsletter Open Rates Click Rates Key Factors 50% 35% • Highly 30% qualified audience 40% 25% • Compelling 30% 20% content 20% 15% 10% 10% 5% 0% 0% Average Penner-Ash Average Penner-Ash
  • 27. About CRM Group • Founded May ’01 • Offices in Redmond, WA • Help companies – Acquire more customers – Sell more to existing customers – Improve their overall email marketing efforts • Strategy • Content development • Deployment • www.crmgroupusa.com – 425.827.7526
  • 28. CRM Group Email Clients
  • 29. Integrating Search & Email Marketing Q&A Jon Lisbin Point It JonL@Pointit.com Terry Miller CRM Group Terry@CRMGroupUSA.com February 18, 2009