Post on 25-Sep-2020
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Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Advanced Seminar #9Best Email for lead nurturing campaigns
Chris BaggottCo-Founder/CMO ExactTarget
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Best Email for lead nurturing
Campaigns
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
LEADS
CUSTOMERS
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Customer & Lead ManagementThree Ways
Human ContactRelationship Email
Direct Mail
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Email Is the Perfect Tool
•Easy
•Driven by Data
•Interactive
•Cheap
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
What's the problem with Email?
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
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?
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
How Do We Version for Relevance?
Tailor email by source:•was this lead a referral?•was this lead from search?
Tailor email by profile:•Industry•Size•Experience with email
Tailor email by relationship:•who owns this prospect?
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Outcome
What result do you want?
How are you going to measure it?
Where are you today with the measurement metric?
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Design: What Matters
1. What They Expect
2. Desired Action
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
What they expect: Newsletter v. Alerts
Newsletter
Alert
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Design: What Matters
Relationships
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Design: What Matters
Engagement
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Forms Drive Engagement
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Using the survey tools as a "request for quote system."We have increased our
monthly quotes by over $12,000,000.
46% of our quotes through are converted to sales!
Jason A. Kestler
Kestler Financial Group, Inc.751 Miller Drive S.E. Suite D-1Leesburg, VA 20175800.699.0299 x117
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Bayer Diagnostics
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Abbott Laboratories
•“The Dallas Region experienced a 20% increase in attendance over the other Regions…after sending three ExactTarget communications”
Measurable Objectives
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Design: What Matters
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Testing & OptimizationEmail Testing & Optimization100s of Potential “Success Factors”
32
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Multi-Variable TestingEmails (18)
Dow Corning Case Study
Winner by >60%
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Analytics that Matter to Sales
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Analytics that Matter to Sales
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Trigger Email
•Events
•Actions
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Events
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Trigger Email – Based on An EventAvery B2B Lead Management Program
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Case StudyEvent Registrations
“We set an all-time record for registrations; four-times our average! We now develop a dialog with registrants, even our no-shows are hot leads!”
-Peter Alexander Online Marketing Manager Lumenis
Trigger Email Including DC
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Scotts eMail Alerts2. Systems identify 2. Systems identify emerging problemsemerging problems1. Consumers 1. Consumers
contact contact Scotts Scotts Helpline Helpline
3. Send email to:3. Send email to:
Lawn Care Professionals(ERS Registrants)
ScottsScotts
Lawn Care Update: Grub Alert
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Automated Interaction Management
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Easy to use Marketing Automation(Automated Interaction Management)
Drag & Drop Nodes
Universal Drag & Drop Nodes
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Deliverability
Are you a Spammer?
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
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
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Control & Compliance
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
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.
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Top Reasons Emails Are Filtered:
• Recipient Complaints!!!• Poor or Insufficient Permission• Content, Volume or List Quality Filtering
(spam traps)• Email Format, Faulty HTML• IP Address and Domain Blacklisting• Lack of ISP Compliance
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Pivotal Veracity: B2B eDelivery Tracker
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
SMTP Log Reviews
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Deliverability Whitepaper
Seminar #9
Best email for lead
nurturing
MarketingSherpa’s Lead Generation Summit – San Francisco, November 18 – Session#9 – Chris Baggott
Questions?
Contact Information:Chris BaggottEmail: chris@exacttarget.com317-423-3928Blog: Google - Chris Baggott