1

Presenter: Dave Chaffey, SmartInsights.com

Sponsored by:

2

About Dave Chaffey

Best-practice advice & consultingwww.smartinsights.com

3

4

CRITICAL factors for success

Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social

sharing Attributes – use of header and subject lines Landing pages – or microsites for events

5

CRITICAL factors for success

Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social

sharing Attributes – use of header and subject lines Landing pages – or microsites for events

6

Effective templates 2007?

7

Effective templates 2012?

8

Integrated event marketing needs an overall digital content strategy

9

10

Creatin

g yo

ur

pu

blisin

g h

ub

Note: sharing shouldn’t be totally automated: You can’t automate human, social interactions.

Source: Social syndication tools

11

Brain

storm

you

r co

nten

t op

tion

s

Source: Smart Insights - download

12

Learning from Eloqua

13 13

14

CRITICAL factors for success

Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social

sharing Attributes – use of header and subject lines Landing pages – or microsites for events

15

Personas?Dynamic content insertion?

Do you use Personas?

Do you use dynamic content insertion for events?

16

Build-in lead-scoring Lead scoring events:

Email click through +5 Downloaded asset + 20 Title given, up to +50 Total Employees number given, up to +15

Campaign assets 6 product tracks 7 whitepapers 2 case studies 8 forms 3 high value web pages

Source: Eloqua McAfee case study

17

Usin

g em

ail auto

matio

nfo

r con

text

Source: Eloqua Sybase case study

18

CRITICAL factors for success

Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social

sharing Attributes – use of header and subject lines Landing pages – or microsites for events

19

Getting the sell-inform balance right?

20

You need a“wall of

benefits”

21

Email or blog post?

22

Test position and form of hyperlinks

23

24

CRITICAL factors for success

Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social

sharing Attributes – use of header and subject lines Landing pages – or microsites for events

25

26

Reminders work Timing – 43% webinar subscribers within 24 hours

2 weeks out = 21 submissions Subject Line: Register Today

1 week out = 55 submissions Subject Line: There’s Still Time to Register

3 days out = 34 submissions Subject Line: Last Chance to Register

1 day out = 37 submissions (19%) Subject Line: You Have 24 Hours Left to Register

Day of Webinar (24%) 46 submissions -- Subject Line: You Have 30 Minutes

Left to Register

Source: Eloqua client published test

27

CRITICAL factors for success

Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social

sharing Attributes – use of header and subject lines Landing pages – or microsites for events

28

Multi-message campaign example - Company event

Jan Feb April

CRM product launch event

E-mail (E1-3)

Direct mail mailer (M1-4)

Mar

M1(15)

M2(14)

M3(16)

M4(11 )

E1(29)

E2(17)

E3(14)

Explanatory notes:1. Each list member received 4 mails and 3 e-mails unless they responded.2. Number of individuals who attended event from each ‘wave’ in brackets.3. Total list size unavailable.4. M1 generated 100 visits to site, E1 120 visits to site.5. Offer and creative varied for each wave.

Telemarketing (list creation)

29

Integrate events into enews and social stream

30

Search integration – generic or brand?

31

CRITICAL factors for success

Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social

sharing Attributes – use of header and subject lines Landing pages – or microsites for events

32

Involving attendees in the event

33

Popular B2B Sharing sources

Source: Eloqua B2B Marketers

34

Social outposts for your event(s)?

35

Social integration - Twitter

36

Social integration - Facebook

37

Social integration - LinkedIn

38

Social integration – Google+

39

CRITICAL factors for success

Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social

sharing Attributes – use of header and subject lines Landing pages – or microsites for events

40

41

Which part of the subject line matters most?

42

CRITICAL factors for success

Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social

sharing Attributes – use of header and subject lines Landing pages – or microsites for events

43

44

45

CRITICAL factors for success

Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social

sharing Attributes – use of header and subject lines Landing pages – or microsites for events

46

Let’s Connect! Questions & discussion welcome

Blogwww.smartinsights.com/blog

Feedswww.feedburner.com/smartinsights

Email Newsletterwww.smartinsights.com

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

www.twitter.com/DaveChaffey