LEAD NURTURING & ENGAGEMENT. Kyle Murphy FanOne Marketing Digital Marketing Specialist
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1 LEAD NURTURING & ENGAGEMENT Kyle Murphy FanOne Marketing Digital Marketing Specialist 1
2 Lead nurturing Process of building relationships with qualified prospects with the goal of earning their business when they are ready Reaching inbox has never been more difficult 1 out of 4 s do not to the inbox* Similar to re-targeting, by helping to guide recipients through the purchase process 2 *DMA Takes Out From the Deliverability Masterclass (2012)
3 Focus your lead nurturing efforts on your existing database tracking / behavior Web page visits Form / contest submissions Past purchase history 3
4 Lead nurturing should begin as soon as someone joins your database Multiple touch points Marketing automation 4
5 Welcome Campaign 5
6 Segmented s 6
7 Web Visitor Notifications 7
8 Piece together all separate touch points into one dynamically populated list 8
9 Further segment lists by engagement Identify fans who are not only interested in specific preferences or topics, but who are actively engaging with your team or product Engaged Interested Inactive Funnel accounts into your normal communications and/or export to your sales team 9
10 10 Lead Nurturing & Engagement
11 Inactive subscribers are a distraction to the sales process Re-awaken inactive subscribers Identify which addresses in your database to let go 11
12 Reasons for a re-engagement campaign: To keep your domain's reputation healthy 70% of this is spam complaints from recipients are actually legitimate newsletters, offers, or notifications that people are no longer interested in receiving* Keeps an active database True reflection of engaged fans Opportunity to increase revenue Engaged fans will be more likely to purchase tickets in the future 12 * Return Path " Intelligence Report Q3 2012" (2012)
13 Name The frequency of s were decreased to inactive subscribers over time After one year of inactivity, subscribers were sent a compelling win-back message with a discount offer for an item of the subscriber s choosing One week later, inactive subscribers received a repermission specifying a date when they would stop receiving s without their permission Non-responders were removed from the list 13
14 14 Lead Nurturing & Engagement
15 Takeaways: Develop a welcome campaign Segment your lists and send communications based on preferences and interests Automate web visit follow-up s Further segment lists based on engagement Execute re-engagement and win-back campaigns 15
16 Final Thoughts: Execute campaigns based on what you already know Lead nurturing and re-engagement is a vital part of the marketing and sales process 16
17 12:00 pm to 12:20 pm Presentation 1 12:20 pm to 12:40 pm Presentation 2 12:40 pm to 1:00 pm Presentation 3 FANONE MARKETING PARTNER SUMMIT AGENDA THURSDAY, JULY 25, 2013 (Schedule Below in Eastern Time) WEBINAR-PRESENTATION WELCOME & INTRODUCTION Bernie Turner, Marketing Manager and Digital Strategist Howard Elgart, Director of Automation and Sponsorship Partnerships MARKETING AUTOMATION OVERVIEW Mark DiMaurizio, VP Technology Solutions SUBSCRIPTION MANAGEMENT. PERSONALIZATION & SEGMENTATION (INCLUDING SURVEYS & FORMS) Kristin Esteghlalian, Account Director 17 1:00 pm to 1:20 pm Presentation 4 1:20 pm to 1:40 pm Presentation 5 1:40 pm to 2:00 pm Presentation 6 2:00 pm to 2:20 pm Break 2:20 pm to 2:40 pm Presentation 7 2:40 pm to 3:00 pm Presentation 8 3:00 pm to 3:20 pm Presentation 9 3:20 pm to 3:40 pm Presentation 10 3:40 pm to 4:00 pm Closing CREATIVE, CONTENT, AND USABILITY (INCLUDING A/B TESTING) Crystal Baird, Digital Marketing Specialist WEBSITE VISITOR TRACKING AND FOLLOW-UP CAMPAIGNS Bernie Turner, Marketing Manager and Digital Strategist RETARGETING ACTIVITES (INLCUDING STADIUM WELCOME, BEHAVIOR BASED, AND CART ABONDONMENT CAMPAIGNS) Kyle Murphy, Digital Marketing Specialist BREAK AND Q&A LEAD NURTURING, INACTIVE SUBSCRIBER RE-ENGAGEMENT AND ACTIVATION CAMPAIGNS Kyle Murphy, Digital Marketing Specialist PREMIUM AND GROUP SALES TACTICS, SEASON TICKETS, PERSONALIZED INVOICES, AND PURLs Kristin Esteghlalian, Account Director SOCIAL MEDIA INTEGRATION, SHARING, AND MOBILE MARKETING Crystal Baird, Digital Marketing Specialist DELIVERABILITY, DATA REPORTING, & ANALYSIS Bernie Turner, Marketing Manager and Digital Strategist CLOSING AND Q&A
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