Maximise Results with Engagement Marketing Technologies
BrightTalk Engagement Marketing SummitJune 24, 2009
Speaker & Agenda• Will Schnabel
– GM EMEA, VP International– Silverpop
• Agenda
– The New Landscape
– Innovations in eMail Marketing
– Innovations in B2B Lead Management
– Further Resources– Questions & Answers
The New Landscape
Don’t Interrupt!
• Each day people are exposed to more than 5,000 advertising messages
• As businesses reduce staff, to-do lists become even longer
From Push (outbound)...
...to Pull (inbound)...
...to Sharing (Social)
(PPC, SEM, Banner Ads)
(Email, DM, Telesales)
(Conversations, Feedback, etc)
The Power Is in Their HandsCustomers & Prospects are: • More informed than ever• Taking brands into their own hands• Seeking out relationships• Asserting more control• Expecting companies to participate in
dialogues with them
The Power Is in Their Hands
But where are they hiding?
Marketing Value Chain
Why Engagement Marketing
Advertising
• Search (paid and organic)• Affiliate marketing• Online ads• Mobile advertising• Offline Advertising• Events
Engagement
Marketing
• Email marketing• Lead management• Web analytics• Direct Marketing• Social Networking• Predictive Analytics
Commerce
• Sales force automation• Ecommerce• Direct Sales• Channel Sales
• Closes the gap between advertising and revenue by engaging customers on their terms, thereby delivering improved revenue opportunities
Innovations in eMail Marketing
The Rise of Communities
• In 2008, 33% of online users were monthly users of social networks
• 41% of youth aged 12 to 21 visit social sites daily
• Over 33% of European Baby Boomers read social media on a regular basis, and starting to participate!
• SoNet users are connected to between 150 and 200 friends
• 40% of email participants use social sites to gather product information and recommendations
Is Email Marketing Dead?
• 92% of adult Internet users send or read email — far more than regularly visit any social network
• According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI
• Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel
Email is Alive and Well
The Challenge of Relevancy
Relevance = Right Time + Right Message
Innovation: Send Time Optimization
350,000,000 Search Results
Best time to send?
The Right Time Of Course Is…
…when each individual person is most likely to respond:
The time when they consistently open and act on your emails.
How to do it? It takes a lot of these…
To get this…
• Analyze a range of past recipient behavior• Predict the ideal send time for each recipient• Adjust for changes in individual behavior• Deliver your email to each recipient at the
ideal time• Eliminate time zone challenges for
international senders
And you only have to do this…
But does it work?
• Open rate: 20% to 50% increase• Click rate: 30% to 50% increase• Revenue: 52% to 75% increase• Avg. order size: 35% to 50% increase
The Challenge of Relevancy
Relevance = Right Time + Right Message
Who Determines the Right Message?
Innovation: Share to Social
Social email is the new viral
Why integrate email and social?
• Reach New audiences (List Growth)
• Generate Viral Buzz and Brand Awareness
• Greater return on investment without significantly greater expense
• Identify High-Value Sharers (HVSs) - increasingly important segment
Select social networks
Icons are added to creative
Recipients share and friends are notified
You report and target
Does it Work?
• 800 recipients shared the email offer
• 80,000 additional impressions • 8% list growth• 33% people who viewed a shared
item clicked through to the offer – 3x CTR of their standard emails
Innovations in B2B Lead Management
Plugging the Leaky Funnel
Plugging the Leaky Funnel
Many Challenges Exist
Aligning Sales and Marketing
Lead Generation
Lead Nurturing
Lead Qualification& ScoringSales Collaboration
Reporting &Analysis
Lead Routing& Acceptance
LeadManagement
Process
Aligning Sales & Marketing around the Lead Process
Areas of Innovation
Data Capture &Segmentation
Multi-Channel Campaign Execution Tools
(e.g email, DM, web, telesales)
Campaign (Nurture)Automation
Lead Scoring& Management
Sales Insight/CRM Integration
ROI Reporting& Analysis
Customer/ProspectDatabase
40
The Lead Challenge
Download a Whitepaper
5000Employees
VP Sales
$100MCompany
EvaluatingSolutions
Has2009
Budget
NeedsFit
Solution
Visited Website Last
Week
Demographic
BANT
Activity
Integrated Lead ScoringRank Leads by Score
– Identifies buying phase
Explicit Data• Demographic & BANT• Self reported and 3rd party
Implicit Activity • Recency & Frequency• Key Behaviors• Automated Score
Depreciation• Point Caps
The Nurture Campaign Challenge
Campaign Visualization
TargetBuyer
Challenge of Web Profiling
TargetProfile
(explicit)
Web Behaviour(implicit)
RightFit
Highly Engaged
Web Profile: Activity Insight
When should sales pounce?Contact Level Tracking & Alerts
Account Level Tracking
Challenge of Remarketing
Does it Work?
• No. of New Leads Generated through existing demand generation activities
• No. of qualified leads sent to sales
• Amount of sales pipeline generated by marketing leads
• Sales Close Rates
400%
5x
50%+
2x
For More Information
Resources
• Whitepaper, Email Marketing Goes Social
• B2B eBook, The Lead Management Workbook
• Social Study w/ full results coming July 7th
Upcoming/Recent Webcasts• Email Marketing Goes Social
– Engagement Marketing Channel– July 1st, 13:00 GMT
• In Search of the Ideal Send Time– Engagement Marketing Channel– Recorded on May 27th
• “No Cost” B2B Marketing Tactics That Deliver Leads– Silverpop Webinar Series (www.silverpop.com/marketing-resources)– July 2nd, 10 am PST
Contact and Q & A
• Will Schnabel– [email protected]– Twitter: @wschnabel
• Silverpop– Info: www.silverpop.com/marketing-resources– On Twitter: @Silverpop/@SilverpopB2B– Presentations: www.slideshare.net/silverpop
Thank you!