Ian NelsonVice President, MarketingPractical Law Company
Case Study: One B2B Company’s Fearless Use of B2C Email Marketing Tactics
Korrine KirschenbaumEmail Marketing ManagerPractical Law Company
• The company: Practical Law Company
• The marketplace: Law firms, corporations and law schools
• The product: Online legal resource for transactional lawyers
• The channel: Email
• The campaign objective: Generate trial sign‐ups to assist sales and increase brand awareness
Case Study Background
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• New to the US legal market• Selling into conservative industry during economic downturn• Strong and better known competition • Skeptical and critical prospect base
Challenge
Goals
• Build brand awareness and rapport with potential customers• Help shorten the sales cycle by committing individuals to trials to build
groundswell• Conclusion: Speak one‐on‐one to email recipients, like a B2C email
marketer
• Target the message with deep database segmentation ‐ results in exceptionally personalized messaging
• Highly relevant, timely content to drive clicks and trial sign‐ups
• Make offers exciting
• Take clicks a step further by re‐interpreting the “abandoned cart” strategy for our audience
Adoption of B2C Strategy
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Strategy and Tactics• B2C Tactic #1: Target the Message
Strategically segment the data to speak to customer wants and needs.
Strategy and Tactics• B2C Tactic #1: Target the Message
Strategically segment the data to speak to customer wants and needs.
Strategy and Tactics• B2C Tactic #1: Target the Message
o Large data team devoted to acquiring and maintaining data ‐ list hygiene is critical
o Detailed research on each type of contact so that content can be focused and exploited to maximum potential
o Structured, well focused database plan in place to maintain contacts at every level of the sales pipeline
Strategy and Tactics• B2C Tactic #1: Target the Message
How we segment our data:
• Practice Area/Verticalo Corporate and Securities, Finance, Law Department, Law School, etc.
• Job Title/Positiono Managing Partner, Jr. Associate, General Corporate Counsel, Law Student, etc.
• Recipient’s Stage in the Sale Processo Prospect, Trialist, Subscriber
Segmenting Opportunities
Strategy and Tactics• B2C Tactic #1: Target the Message
Law Firms
Prospects Sr. Partner
Topical, Relevant Content
Click
Trial
Corporate & Securities
• B2C Tactic #2: Feature compelling offers and calls‐to‐action
Strategy and Tactics
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• B2C Tactic #2: Feature compelling offers and calls‐to‐action
Strategy and Tactics
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Strategy and Tactics• B2C Tactic #2: Feature compelling offers and calls‐to‐action
• Give free access to the entire product for a limited time with a free trial sign up option.
• Clear calls‐to‐action.
• Keep emails brief and focused on compelling content.
• Include more incentives – free subscription to print product, etc.
• B2C Tactic #3: Don’t abandon the click
Strategy and Tactics
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• B2C Tactic #3: Don’t abandon the click
Strategy and Tactics
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Trial Sign Up
Lead Opportunities
Strategy and Tactics• B2C Tactic #3: Don’t abandon the click
• Leads don’t end at a trial. We take action with contacts who take any type of action with our email campaigns.
• Abandoned clicks just as valuable as converted clicks.
• Use “abandoned cart” strategy to take action on those (almostmissed) opportunities.
• Consistently feed customized clickthrough lead reports to the sales team for follow up to close deals.
Results
In less than two years we have sold into almost 250 law firms, 150+ corporate law departments, and have 10,000+ individual users
47 out of the top AmLaw Firms now subscribe
Over 2,000+ trials generated via email
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Emails frequently referenced as reason for purchasing service
Summary and Key Takeaways
Strategic data segmentation and database upkeep results in consistent opportunities for targeted messaging.
As always, sending timely, relevant content is key to success.
All actions present an opportunity for lead nurturing. Don’t abandon clicks that don’t lead to an immediate conversion.
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• The team: o Giorgia Favaretto, Senior Marketing Manager, Practical Law Companyo Korrine Kirschenbaum, Email Marketing Manager, Practical Law Companyo Marin Feldman, Content Marketing Manager, Practical Law Company
• Email platform: Adestra
Credits
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