B2B Marketing: How It Works

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1 B2B Marketing: How It Works Prepared by Vogel Marketing Solutions LLC

2 Goals: Raise top-of-mind-awareness in target audiences Support existing marketing efforts with automated campaigns that reach a broader audience with reduced labor Provide robust analytics and useful tools to sales without CRM complexity

3 List Development: Inventory all internal sources of s: Outlook accounts, business cards For key leads without an address, develop an appending campaign: Staff telephone campaign, Internet research Build a prospect list through our account on Jigsaw Create detailed segmentations in order to send highly-relevant messages Merge all data into a single master database

4 Message Development: Concise content, appropriate cadence and campaign term based on your objective Who we are, how we can help, how to reach me Following up on my previous You might be interested in our next Webinar Our newest White Paper: download it now Join this event Sharing industry insight, hope this helps Case studies from your peers

5 Campaign Details: Gain momentum now for next quarter s conversions: Time triggered engagement sequence to draw new hand raisers into view Outlook-style touches with concise messaging and clear calls to action Relevant and trust-building content pulled from existing marketing assets Personalized messages look and feel as if rep sent directly from Outlook Cadence, sequence term and content developed based on objectives CAN-SPAM compliance Add new prospects to beginning of sequence (web acquisition points / trade show list imports)

6 Campaign Details: All relevant CRM fields available for segmentation Immediate visibility of actions taken by each recipient (opens, reads, clicks) Real time click-notice sent immediately to rep and sales leader inboxes for follow up Scheduled or Ad Hoc recipient activity reports Pause or edit a sequence mid-stream Four weeks or less to first campaign results (i.e. actionable demand gen / insight in hand)

7

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9 What to Expect: A well-planned sequence can: Drive new and latent hand raisers into the sales field of vision Establish brand awareness, value proposition and rep persona Build trust through the automated delivery of relevant content Respect and nurture the prospect relationship by sharing insight Establish direct communication path in an active voice Provide immediate or text notice on actionable leads without CRM complexity or delay

10 What to Expect: Sales teams we have worked with find: Opt outs are inevitable, yet surprisingly few if content is relevant Message format draws direct replies to schedule meetings, calls, confirm interest, or redirect Active clickers remain consistent listeners throughout the campaign Latent listeners save messages and links for future action when ready Forwarded messages draw new prospect contacts into the conversation Direct follow-up with an active listener must occur within 48 hours to continue momentum Prospects listen and react to messaging on their terms Allowing a prospect s interest pattern to age can be costly Engaged prospects welcome the follow up call or

11 Thank You.

10 TIPS FOR SUCCESSFUL

10 TIPS FOR SUCCESSFUL PLATINUM FREE REPORT Email marketing campaigns are essential elements of any marketing strategy. They communicate and build relationships with prospects, gather important data, and help boost marketing

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