J O E L B O O Kdirector, eMarketing education
@joelbook
for 1to1 MARKETING
ADVANCED STRATEGIES
A B O U T E X A C T T A R G E TLEADING PROVIDER OF ON-DEMAND SOFTWARE, SERVICES & INTEGRATED
SOLUTIONS FOR EMAIL MARKETING & EMERGING ONE-TO-ONE MEDIA
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FOUNDED IN
2000 500+EMPLOYEES
$70MPRIVATE EQUITY FUNDING MAY 09
7,000+CLIENTS
OVER
2B+MONTHLYEMAIL VOLUME
• Digital Evolution Group
• Meers Advertising
• Barkley/REI
• Plattform Advertising
• Nickolson Kovak
• Widdick Marketing
ExactTarget Reseller Partners in Kansas City
We are in the Middle of a
Media Revolution
“50 million U.S. Internet users are active users of social networks.” Source: USC, “The Digital Future”
“More consumers adopting mobile for direct response.”Source: USC, “The Digital Future”
Media is “The New Creative.”Message distribution is now as
important as creative execution.
Creating brand advocates is now just as
important as creating brand
awareness.
Marketing is now about “conversations.”
A conversation that consumers conduct 24/7 in digital forums, on blogs,
in social networks, via mobile phones, through
email and in person.
How are You Participating?
MORE MEDIA DOLLARS ARE SHIFTING TO
“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research“E-Mail Marketing Comes of Age.”
50% OF ALL CONTENT SHARED IS SHARED USING
Source: Tim Schigel, ShareThis
15
EMAIL IS NOW MUCH MORE THAN
NEWSLETTERS
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EMAIL PLUS
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E M A I L + C R M
PERSONALRESPONSE
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EMAIL + CRMRESELLEREDUCATION
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EMAIL + CRMSALES SUPPORT
FOR DEALERS
EMAIL + CRM
LEADNURTURING
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How EMC Uses Email to Aid the Buying Process
© 2007 ExactTarget, All Rights Reserved© 2009 ExactTarget, All Rights Reserved
About EMC Corporation• Fortune 500 company with over
$13 billion in annual revenues
• World’s leading developer and provider of information infrastructure technology and solutions that enable organizations of all sizes to transform the way they compete and create value from their information
© 2007 ExactTarget, All Rights Reserved© 2009 ExactTarget, All Rights Reserved
Email Marketing at EMC• More than 100 users – including Corporate and Field
Marketing Teams in 3 regions use email to deliver relevant information to EMC customers and prospects around the world.
• EMC’s email system is integrated with EMC’s Global Marketing Database to streamline subscriber segmentation, email execution and response tracking.
© 2007 ExactTarget, All Rights Reserved© 2009 ExactTarget, All Rights Reserved
My EMC InSight EMC2 uses My EMC Insight tonurture prospects by:
−Providing relevant information that aids the decision-making process of the IT buyer
−Promoting seminars, webcasts, and other live events that show how customers are using EMC technology
© 2007 ExactTarget, All Rights Reserved
On the EMC.com subscription page When downloading content
Online event registration
Over the phone
Third party websitesAt events
Content Relevance Begins with Data Capture
© 2009 ExactTarget, All Rights Reserved
My EMC Insight
EMC invites email subscribers to identify their geo location and topics of interest.Data is transferred to the EMC Global Marketing DatabaseSubscriber-supplied data is used to dynamically personalize email content
“83% of consumers want more control of what email content they receive.”Source: MarketingSherpa
Subscription Center
© 2009 ExactTarget, All Rights Reserved
How EMC Delivers Personalized Content9 Solutions of Interest
• BURA • Information Security• Business Continuity • Content Management • Oracle• Microsoft • SAP • Storage
• Virtualization
3 Buying Process StagesEarly: prospect researching a solution• High level overviews• Analyst whitepapers
Middle: prospect evaluating vendors• Customer case studies • In-depth technical notes
Late: prospect ready to buy product or a solution• Product spec sheets• Technical whitepapers
Three Stages X 9 Tracks = 27 Different Pieces of Content for Each Issue.
My EMC Insight
© 2009 ExactTarget, All Rights Reserved
Segmentation Strategy
Market First
Registered Subscribers
DefinedInterests
Inferred Interests
SubscriberCountry
Output FileFor Email
My EMC Insight
Send Insight
Content Viewing and Downloading Behavior Indicates Buying Stage
Early: prospect researching a solution• High level overviews• Analyst whitepapersMiddle: prospect evaluating vendors• Customer case studies • In-depth technical notesLate: prospect ready to buy product or a solution• Product spec sheets• Technical whitepapers
© 2009 ExactTarget, All Rights Reserved
1. ‘Your Topics’ (Dynamic Content )− Changes by country, user –
defined interests, and buying stage
2. Feature Article (Static Content)− Features events, products, and
content that the whole subscriber base receives
3. Other Articles (Dynamic Content)− Changes by country, user
interest and intensity of interest− Creative expands to allow up to
9 dynamic offers
2.
3.
My EMC Insight
1
© 2009 ExactTarget, All Rights Reserved
Dialogue Approach in ActionUser performs Google search and goes to EMC.com
EMC Guided - Registered User - Invited to see a webcast and participate in a blog on topics of interest
Lead Generation - User interaction meets threshold to trigger a call
Ongoing Dialogue - User gets regular newsletter on their chosen topics – Drives user more activities
E L
Ongoing Engagement Scorecard
EMAIL + ANALYTICS
INTELLIGENTMESSAGING
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EMAIL + ANALYTICS
PERSONALIZED RECOMMENDATIONS
EMAIL + ANALYTICS
LIVE OFFERS
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EMAIL + SOCIAL
ACTIONAMPLIFIED
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EMAIL + SOCIAL
USING SOCIAL FORWARD TO EXPAND CUSTOMER DATABASE
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EMAIL + SOCIAL
CUSTOMER EDUCATION
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EMAIL + SOCIAL
DRIVING DEMAND
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How DreamfieldsChanged CPG
Marketing
© ExactTarget, All Rights Reserved
Dreamfields Pasta• Introduced in June, 2004• Only great tasting low
carbohydrate pasta on market
• Appeals to diabetics, low carb dieters, and people seeking higher fiber
• Costs about double the retail of regular pasta
© ExactTarget, All Rights Reserved
Dreamfield’s Marketing Challenges• Attract diabetics and low carb dieters; Encourage trial
• Engage and educate consumers on product benefits
• Build a community of passionate customers that share brand
• Stretch limited budget to augment traditional advertising
• Engage and educate healthcare professionals
• Discover what works best and expand
© ExactTarget, All Rights Reserved
Brand Fan Development Model
ATTRACT
ENGAGE
CONVERT
EMPOWER
SUPPORT
© ExactTarget, All Rights Reserved
Dreamfields Multi-Channel StrategyChannels:
• Website• Email• Social Networks
•Twitter • Facebook
• You Tube
Activities (*):Manage 3 websites, 50+ landing
pages, and an E-commerce siteExecute online advertising to
attract consumers to the Dreamfields website
Send branding emails 12 times per year, and automated emails daily.
Conduct consumer and professional word of mouth programs.(*) All marketing activities are planned
an executed by HyperDrive Interactive
© ExactTarget, All Rights Reserved
Using Email to Educate ConsumersDreamfields uses SEO, PPC and Word of Mouth to attract consumers to www.trydreamfields.comConsumers are invited to register for Dreamfields’ email newsletter and receive a $1 coupon as a “Thank You”In less than two years, Dreamfields has built an email subscriber database of more than 400,000 consumers, and 18,000 healthcare professionals
© ExactTarget, All Rights Reserved
Email + Social Media to Drive “Word of Mouth”
© ExactTarget, All Rights Reserved
Engagement Emails Drive Sharing
© ExactTarget, All Rights Reserved
Dreamfields Professional Influencer Program
Winning Patient Recommendations through Email and WOM Marketing
© ExactTarget, All Rights Reserved
Pro Invitation Landing Page
© ExactTarget, All Rights Reserved
Tools for Talking to Patients• Technical product materials
−To address skepticism and invite questions
• Product sample to taste, share, use box for demo
• Patient Education Pamphlets −Explain “how it works” in patient’s
language
• Recipe Flyer with coupon −Provide tangible purchase incentive
and reminder for patient
© ExactTarget, All Rights Reserved
Patient Education Pamphlet and Flyer
© ExactTarget, All Rights Reserved
Key Metric FY 2005 FY 2009
Web Visits 19,800 728,000Page Views 98,000 2,389,957Search Engine Traffic 1,340 176,300Consumer Permissions 0 317,710Professional Influencers 0 20,790Direct Online Sales 3,700 lbs. 323,000 lbs.Total Volume < 3,000,000 lbs. >8,318,000 lbs.Profitability No Yes
Confidential DataDo Not Copy
Interactive Marketing Results
As of October 14th, Sales of Dreamfields Pasta are up 13% YTD
EMAIL + POSCUSTOMER LOYALTY
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EMAIL + POS
TRIGGERED OFFERS
EMAIL + POS
BUILDINGLOYALTY
EMAIL + SMS
MOBILEIMMEDIACY
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EMAIL + SMS
CUSTOMER EDUCATION
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Text the word “Turf” to 63747 now!
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SUBSCRIBER ACQUISITION
Marketing is about the
Conversation
“ B R A N D F A N S ” A R E N O W
YOUR BEST MARKETERS
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Joel BookExactTarget, Inc.
Phone: 317.275.5444Email: [email protected]
Blog: EmailMarketingbytheBook.comTwitter: @joelbook