Advanced Seminar #9 Best for lead nurturing campaigns

Transcription

1 Advanced Best campaigns Chris Baggott Co-Founder/CMO ExactTarget

2 Best Campaigns

3 LEADS CUSTOMERS

4 Customer & Lead Management Three Ways Direct Mail Human Contact Relationship

5 Is the Perfect Tool Easy Driven by Data Interactive Cheap

6 What's the problem with ?

7 How To Determine Relevance Who are the Right customers? Where do they come from? How did we get them? How do we keep them happy?

8 How Do We Version for Relevance? Tailor by source: was this lead a referral? was this lead from search? Tailor by profile: Industry Size Experience with Tailor by relationship: who owns this prospect?

9 Outcome What result do you want? How are you going to measure it? Where are you today with the measurement metric?

10 Design: What Matters 1. What They Expect 2. Desired Action

11 What they expect: Newsletter v. Alerts Newsletter Alert

12 Design: What Matters Relationships

13

14 Design: What Matters Engagement

15 Forms Drive Engagement

16 Using the survey tools as a "request for quote system." We have increased our monthly quotes by over $12,000, % of our quotes through are converted to sales! Jason A. Kestler Kestler Financial Group, Inc. 751 Miller Drive S.E. Suite D-1 Leesburg, VA x117

17 Bayer Diagnostics

18

19

20

21 Abbott Laboratories Measurable Objectives The Dallas Region experienced a 20% increase in attendance over the other Regions after sending three ExactTarget communications

22 Design: What Matters

23 Testing & Optimization Testing & Optimization 100s of Potential Success Factors 32

24 Dow Corning Case Study Multi-Variable Testing s (18) Winner by >60%

25 Analytics that Matter to Sales

26 Analytics that Matter to Sales

27

28

29 Trigger Events Actions

30 Events

31 Trigger Based on An Event Avery B2B Lead Management Program

32 Trigger Including DC Case Study Event Registrations We set an all-time record for registrations; four-times our average! We now develop a dialog with registrants, even Lumenis our no-shows are hot leads! -Peter Alexander Online Marketing Manager

33 1. Consumers contact Scotts Helpline Scotts Scotts Alerts 2. Systems identify emerging problems 3. Send to: Lawn Care Update: Grub Alert Lawn Care Professionals (ERS Registrants)

34 Automated Interaction Management

35 Easy to use Marketing Automation (Automated Interaction Management) Drag & Drop Nodes Universal Drag & Drop Nodes

36 Deliverability Are you a Spammer?

37 Deliverability Challenges Blocking and Filtering Technologies Phishing Disproportionate Power Sender Authentication Microsoft, Cisco, Yahoo Outlook/Exchange Updates Changing Legal Environment CAN-SPAM, MI & UT, FCC Wireless, FTC rules EU Privacy Directive, Canada s PIPEDA

38 Control & Compliance

39 Remaining Legally Compliant Can the enterprise manage & maintain several "suppression" lists? Can it control these lists across all departments? Can it differentiate between specific opt-outs and master unsubscribes? Can it handle opt-out requests within 10 business days? Can it prevent anyone from contacting an unsubscribed user after the 10 days have passed? Compliance means Yes to all above.

40 Top Reasons s Are Filtered: Recipient Complaints!!! Poor or Insufficient Permission Content, Volume or List Quality Filtering (spam traps) Format, Faulty HTML IP Address and Domain Blacklisting Lack of ISP Compliance

41 Pivotal Veracity: B2B edelivery Tracker

42 SMTP Log Reviews

43 Deliverability Whitepaper

44 Questions? Contact Information: Chris Baggott Blog: Google - Chris Baggott