Date post: | 20-Aug-2015 |
Category: |
Technology |
Upload: | discoverorg |
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Kevin O’NeillIT Marketing Strategist
C-Level on Email C-Level on Email Overload? New Overload? New
Strategies to Target Strategies to Target the C-Level Executivethe C-Level Executive
DiscoverDiscoverOrOrgg
2011, 2012, 2013
Carolyn Hollowell,Senior Director, Marketing at DiscoverOrg
9 Steps to a Successful C-level Campaign1. Step Back & Look Carefully2. Evaluate Your Core Message3. Assess how you reach the C-Level4. Establish a Multi-Channel Approach5. Don’t be Normal6. Provide Thoughtful Content7. Determine Who’s Sending8. Think Multiples9. Good Data
Kevin O’Neill, IT Marketing StrategistKevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
You’ve Got to Avoid:
• Stale/Bland messages
• Inconsistent messaging between channels
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
When engaged with a C-Level:
• What pain point do you solve
• You have 46 seconds - who are you?
• Strongly differentiate yourself
• Have someone else evaluate
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
What is your Primary Channel for Targeting C-Levels?:
• 9% In Person Events
• 74% Email
• 17% Telemarketing
• 0% Direct Mail
• 0% Paid Search
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Are you only sending emails?
• Storm of email. Recipients looking for every reason to delete/ignore.
• Consuming of message on small screen devices. Low impact
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
“Despite the perception in the marketing industry that direct mail and telemarketing are less effective than digital channels, the Direct Marketing Association (DMA) has found that direct mail boasts a 4.4% rate, compared to email's average response rate of 0.12%” -Yory Wurmser, director of marketing and
media insights at the DMA.
• 10x-30x Higher Response:
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Chris Rimlinger, SVP of Money Mailer:
“Sometimes I clear out my email like it's a chore,” she says. “I don't even open a third of them—it's just click, click, click, delete, delete, delete.”
Step 5- Don’t be NormalStep 5- Don’t be Normal
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
•Oversized Postcard•FedEx•Courier Delivery•Box of Cookies•Celebrity Impersonator
This Doesn’tThis Doesn’t Have to be Have to be ExpensiveExpensive
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Case Study 1:•Set up: FedEx Mail
•Sent to: 22 Contacts at 12 Companies
•Cost: under $500
ResultsResults
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Big Returns:•6 New Meetings
•$70,000 New Sales
•100x+ ROI!!!
Step 6- Provide Thoughtful Step 6- Provide Thoughtful ContentContent
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Step 7-Determine Who is Step 7-Determine Who is SendingSending
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
C-Level to C-Level is Most Effective
Step 8-Think MultiplesStep 8-Think Multiples
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Case Study: Multi-Step Campaign
Week 1 Week 4Week 2 Week 3
Tues
day:
Ove
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Postc
ard
1
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: Fol
low U
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Pho
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all
Thur
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: Em
ail
Suppo
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d 1
Tues
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Ove
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2
Thur
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: Em
ail
Suppo
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Tues
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Em
ail
Suppo
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Thur
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: Pho
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all
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Case Study 2:•Set up: Technology Book
•Sent to: 134 C-Level Contacts at 70
Companies
•Cost: under $3000
ResultsResults
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Big Returns:•3 Sales Processes
•$150,000 New Sales
•50x ROI!!!
Sample Follow Up EmailSample Follow Up Email
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
<First Name>: As <title>, the data center performance of <organization> is imperative to helping you achieve your organizational goals. I would imagine that resiliency, scalability, access to power in a high-security, compliant environment is of great interest to you. You may not be aware that nearby in <your town>, the premier data center in <your state>hosts compliance-grade data center services for government, enterprise, and corporate customers just like <organization> and has enjoyed over 100,000 consecutive hours of uptime. <Your Company>, built to meet the uptime and compliance needs of a top-tier financial institution, has transitioned to a multi-tenant environment and provides colocation and cloud hosting services for many organizations in need of reliable, compliant data center services in <your state>. I’d like to suggest a brief conversation to discuss the data center needs of <organization>. If we agree there is mutual interest, I would look forward to offer you a tour of our data center soon. I’ll call you Tuesday at 3PM, or will Thursday at 11AM be better for you? Thank you. Best regards, Name Contact Info
Plan Campaign End-to-EndPlan Campaign End-to-End
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Step 9- Good DataStep 9- Good Data
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
• All of this will fail if you have bad physical and email addresses. • Inaccurate job titles or responsibilities
DiscoverOrg PlatformDiscoverOrg Platform
Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404
How to quickly build an accurate direct mail campaign list:
THANK YOUTHANK YOUKevin O’Neill, Strategic Marketing [email protected] 404-512-3404
Kevin OKevin O’’NeillNeillStrategic Marketing GroupStrategic Marketing Group
[email protected]@gmail.com404-512-3404404-512-3404