dotLiveNurturing Leads:The secret is in CRM@dotmailer
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‘63% of people requesting information about your product now will not purchase for at least 3 months – and 20% will take more than 12 months to buy’
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The channels you shouldbe thinking aboutEmail In storeSocial NetworksRetargeting adsEventsWebsite personalization
The 7 Dont’sand 7 Do’sMatthew McClelland &Skip Fidura@skipfidura
Slide 6Deliverability Mythbusting
Don’t createone-size-fits-all marketing comms.Batch and blast’ mailouts are a thing of the past.
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One-to-One Targeting
Slide 8Deliverability Mythbusting
Don’t invade your prospects’ personal spaceToo many emails and calls are annoying and a turn-off.
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Optimise Your TimingOptimise your timing
Slide 10Deliverability Mythbusting
Don’t deliver irrelevant content.If you know what your prospects are interested in, avoid sending them something that makes you look like you don’t.
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Supporting Content Supporting content
Slide 12Deliverability Mythbusting
Don’t forget to inform sales aboutthe programs you’re running.
It’ll help them understand what information prospectshave already been exposed to.
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Automate Lead Hand-offs
Automate lead hand offs
Slide 14Deliverability Mythbusting
Don’t think that all leads are quality leads.Scoring removes time-wasting and will automatically generate sales-ready leads.
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Progressive ProfilingProgressive profiling
Slide 16Deliverability Mythbusting
Don’t usebad data.It can lead to all kinds of problems, particularly when you want to become targeted with your marketing.
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Keep Permission
Keep permission
Slide 18Deliverability Mythbusting
Don’t press send and then forget about your nurture program.Learn from the results and use the data to become smarter with your marketing.
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Test, Test and Test Again
Test, test and test again
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1. Invade your prospects’ personal space
The 7 Dont’s
3. Deliver irrelevant content4. Press send and then forget about your nurture program5. Use bad data6. Forget to inform sales about the programs you’re running7. Think that all leads are quality leads
2. Create one-size-fits-all marketing comms
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1. One-to-One Targeting
The 7 Do’s
3. Supporting Content4. Progressive Profiling5. Keep Permission6. Automate Lead Hand-offs7. Test, Test and Test Again
2. Optimise Your Timing
Econsultancy case studyLili Boev
How marketing helps keep the subscriptions team at Econsultancy
happy
users to the site via our blog/free content
Attract
those free/registered users to paid subscriptions
Convert
our subscribers to ensure they’re making the most of
their subscriptions (and so renew!)
Engage
Three key objectives forEconsultancy subscriptions
1. Attracting new users to register with us
Using blog traffic to increase registrations and leads into the top of the sales funnelVia our Daily Pulse newsletter - digital insight delivered directly to your inbox, every Monday to Friday.
2. Converting free users to paid subscribers
Warm leads for subscriptions
team
Targeted campaigns
Welcome series
Daily Pulse
Behaviours Downloads, site visits, event attendance, email opens/clicks
FirmographicsJob title/seniority, company type (eg. client, agency, supplier), company size/industry
Fully automated email series Upsells paid products and services and outlines the benefits of our services
Daily reminder of what’s newAutomatically pulls through latestresearch, events, etc
3. Engaging subscribers
Automated ‘welcome to your subscription’ series
Regular marketing emails & Daily Pulse
Bi-monthly ‘personal’ account manager updates & opportunity for feedback to us
Re-engagement email triggered when user has not logged in 60 days & subscription expiry email 30 days out.
We’re not overloading users with email (phew)
How do you feel about the frequency of communication you receive from Econsultancy?
81.3%
17.4%
1.3%
Just right Too much Too little
Conversion and engagementdriven by marketing
Re-engagementOf those who open our reminder to log in email, over 35% return to log in to the site within two weeks
LeadsDelivering sales team
over £100k of qualified, warm leads each month (that we know of – doing more to track all sales!)
UsageTraffic from email contributes to over 15% of report downloads from the website by our paying subscribers every month
EducatingOur subscriber welcome
series is completed by over 75% of users,
educating them on how to use their subscription
Not just revenue benefits though!
Raising profile of marketing in the business
Better collaboration between marketing and sales teams
Happy sales people!
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Program Builder Our drag & drop feature puts the power to create in your hands.
Create simple, or even complex, marketing automation programs in minutes, based on customer behaviour, date, event, lead score or segmentation rule
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And were here to help if neededEmail designCampaign ManagementConsultancy & Strategic ServicesDeliverability
Thanks for watching!@dotmailer