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Email Marketing that Generates Leads:
Using Content in a Sales Environment
Craig Klein
CEOSalesNexus.com
Today You Will Learn
• What does work in Email Marketing in 2014.
• Why content is king in email marketing.
• How to create a content campaign that
customers will look forward to.
• How your content campaign can pre-qualify
sales leads.
CEO and Founder – SalesNexus.com
CRM and Email Marketing
20+ years, hiring, training,
Managing sales people in Energy &
Technology.
Author of Grow Sales with Emails, The Magic 5 of Content Based Email Marketing….
About Me
Agenda• Big brands and small businesses all struggle to
create email marketing content that is compelling and engaging AND not spammy.
• We'll discuss the fundamental principals of what works and what doesn't work in email marketing in 2014
• Describe a simple process to create campaigns that engage customers and pre-qualify them for sales contact or movement to a 2nd or 3rd tier of email campaigns.
What Are Most Brands Doing Now?
Newsletters – links to blogs, staff & product
updates, etc.
Event Invitations – trade shows, luncheons,
webinars, etc.
Specific Calls to Action – sign up now, buy now,
save now, etc.
Why Isn’t It Not Working?
• Your Emails look the same as everyone else’s.
• Mobile! – 50% +
• Wrong people, wrong message, wrong time
• It’s all about you.
Sales Pitches Don’t Work
Opt Out Accelerates Turn off most of your leads before
they’re ready to buy
Cold Leads – old leads, purchased lists, industry group memberships - Educational and Informative Content
Referrals, Networking - Educational and Informative Content
Web Leads - Competitive Comparisons, Case Studies, CTAs
Qualified Prospects in the Pipeline - Case Studies, Testimonials, CTAs
New Clients - How To, Best Practices, Upsell/Cross Sell
Existing Clients - Upsell/Cross Sell, Surveys, Content
Former Clients - Educational and Informative Content, Surveys
Finding Content
Business Pain
• Revenue• Costs• Customers
Low revenue / market share / close rateHigh cost of goods sold / labor costPoor delivery of services
Personal Pain
• Income• Career• Work Environment
Low bonuses, commissions, compensationNo recognition, no promotions / career pathHigh workload, poor work–life balance
Technical Pain
• Processes• Systems• Employees
Slow, broken, or manual processesPoor system or employee performanceLack of reliability
80% Not Closed
X 20% close rate
16% Customers Later!
80% increase in Sales!
Customers20%
Qualified30%
Contact20%
No Contact30%
Lead Results
CustomersQualifiedContactNo Contact
Move The Needle
• Write down 4 Pain Questions
• Find your content
• Write the emails
Create Your Content Campaign
1. No Content = No Long Term Relationship
2. Don’t Sell Until You’re Asked To
3. Everyone Has a Campaign – Increase Sales!
4. Try SalesScripter.com to identify Pains and
Content Topics
5. Try LeadFerret.com to build your list.
Key Takeaways
www.onlinemarketinginstitute.org
Thank You!
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