email marketing: best practices in a multichannel, multi-device world

Email Marketing: Best

Practices in a

Multichannel, Multi-

Device World

Tuesday, April 30

Sponsored by:

Our Sponsors

Christopher Hosford

East Cost Bureau Chief

BtoB & BtoBonline.com

Moderator

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REMAINS

CRUCIAL

Panel

Phil Dolan

CMO

Navicure

Alison Shaffer

Director-Marketing Operations and Analytics,

Demand Generation

Dell Inc.

John DiStefano

Research Director

BtoB Magazine

John DiStefano

Research Director

BtoB Magazine

Panelist

10

Email Marketing: An Established Channel Evolves Webinar Slides

April 2013

BtoB magazine

2012 Mix of Online Budget

n=366

Source: BtoB magazine 2013 Marketing Outlook: Marketing Plans and Priorities

December 2012

BtoB magazine

Challenges and Opportunities

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

Challenges and Opportunities

BtoB magazine

Tactics to Improve Email Marketing

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

Tactics to Improve Email Marketing

BtoB magazine

Most Important Purpose of Email Program

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

Most Important Purpose of Email Program

BtoB magazine

Annual Email Marketing

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

Average: $77,000

BtoB magazine

Email Marketing Change 2013

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

Email Marketing Change in 2013

BtoB magazine

Satisfaction with Email

Marketing (Non-Newsletters)

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

Satisfaction with Email Marketing (Non Newsletters)

How satisfied are you and your management team with your current email marketing results (NOT including email newsletters) in terms of meeting your goals and expectations? Please use a scale of 1 to 10 where 1 is “Not at all satisfied” and 10 is “Very satisfied.”

BtoB magazine

Satisfaction with Email

Marketing (Newsletters)

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

BtoB magazine

Steps to Improve Deliverability

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

BtoB magazine

Customer Behaviors to Trigger Email

Customer Behaviors to Trigger Email

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

BtoB magazine

Incorporate Promotional Marketing

in Transactional Messages

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

BtoB magazine

Final Authority over Email

Marketing List

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

BtoB magazine

Most Important Positive Effect that Social

Media Marketing has on Email Marketing

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

BtoB magazine

Most Important Email Marketing Metric

N=424

Source: BtoB magazine: Email Marketing Benchmarks, March 2013

Phil Dolan

CMO

Navicure

Panelist

Navicure CMO for past six years

Brand management and Sales: Colgate, Heineken, Coca-Cola, Sanofi

Navicure is healthcare technology billing software

Hospitals and practices: insurance payer receivables is primary revenue

Medical claims clearinghouse: facilitate data transactions

Wrap around transactions functionality that speeds the revenue cycle

Value proposition for managing medical claims:

Increasing and speeding revenue from insurance and patients

Reducing cost via staff productivity

Reducing staff stress by automating complex processes; providing primo service

Founded in 2001; Duluth, GA headquarters; 225+ employees

$60M+ in revenue; 40%+ growth/ year since 2007

Business Model & Go-to-Market Strategy

SaaS subscription: flat fee/ healthcare provider/ month

Navicure manages all sales opportunities directly

Lead generation:

Direct: Marketing and Sales

Indirect: Electronic Medical Record/ PM system partners

Revenue growth primarily from new client acquisition

Additional revenue growth from upselling current clients

Channel

Sales

Opportunities Clients

Upsell

Marketing Solutions

1. Brand awareness and

understanding prior to buying

cycle

2. Brand consideration and

preference during buying cycle

Marketing Challenges & Solutions

Challenges

1. Complacency, ignorance

about differentiated

solutions

2. Channel dependency:

• “Transition” and compatibility:

key qualifications

Philosophy:

Permission-marketing (is like dating)

Prospects buy on their timetable, not ours

Establish report, trust, preference prior to buying cycle- WIIFM

Marketing Strategy & Results

Revenue

2007 2013

~$9MM

~$63MM

2008 2009 2010 2011 2012

1. Research: Where are we?

2. Brand awareness:

• Advertising: Print/ Digital

• PR

• Tradeshows

• PPC Ads 3. Understanding:

• Website

• Educational content

• Lead nurturing

• Direct mail

4. Consideration:

• Telemarketing

• Channel expansion

• Sales coverage

• Awards (PR)

5. Preference/ Conversion:

• Collateral expansion

• Educational events

• Channel partner marketing

• Marketing partners

6. Upsell:

• Client Solutions Team

• Leveraging Client Service

• Direct mail tactics

• Lead Nurturing

• Webinars

7. Retention & Referral:

• Email

• Direct mail

• Mixed client/ prospect events

• Marketing partners (training)

Marketing Pipeline

Step #1: Set annual objectives for marketing funnel stages

Anonymous: Awareness

Known (Emails): Understanding

Engaged (Leads): Understanding

Marketing Lead: Consideration

Qualified Marketing

Lead: Preference

Advertising

PR

Search

Trade Shows

Website

Blog

Whitepapers

Webinars/ Podcasts

Direct Mail

Events

Microsite

Telemarketing (Business Dev. Reps)

Client Testimonials

Channel

Sales Coverage

Collateral, e.g. video

Case Studies

Webinars

Client Testimonials

Collateral

Case Studies

Webinars

Step #2: Team Infrastructure- Capability & Capacity

Content Creation

(Fuel)

Whitepapers ICD10Hub Blog

Content

Media Relations (Article

Reprints)

Webinar & Podcast Content

and Speakers

Website

Content Packaging and Delivery

(Engine)

Search Engine

Marketing Invitations

Prospect & Client Blogs

Landing Pages

Event Execution

Objective is to start quickly and maintain momentum

Step #3: Push & Pull Lead Nurturing Plan

Push (on our timetable)

Live webinars

Blog updates

Event invitations

Telemarketing

Channel partners

Salespeople

Pull (on prospect’s timetable)

Trigger-based lead nurturing

Website

• Video, whitepapers, webinars,

collateral, etc.

Non-Branded Microsite

• Educational content, Twitter feed,

blog, etc.

Paid search advertising

• Demo requests, whitepapers, etc.

Marketing

Telemarketing

Sales

Step #4: Lead Scoring- not all signals are created equal

Step #5: Monitoring and Management

Following leads through their revenue cycle

Plan what you expect of each campaign

Measure ROI

• Must consider sales opportunity and deal (bookings or revenue) attribution method

• Improve forecasting based of past and current trends

Analyze where leads are getting stuck in the pipe and unclog

Set annual goals but no real beginning and end to this dynamic process

Summary

Marketing is like dating:

Buyer/ seller each on their own timelines

Continuously gauge interest and buying signals; deliver what the seller

is seeking at the right time

Keys to success:

Ensuring “recency” (top of mind) and interactivity

Filling the marketing funnel early and often

• You want time to be your friend, not your enemy

Establishing trust and value BEFORE buying cycle begins

Not selling too early or skipping steps (cheating) can alienate buyer

before buying cycle even begins

Alison Shaffer

Director-Marketing Operations and

Analytics, Demand Generation

Dell Inc.

Panelist

Thanks for Having Me Today!

• Alison Shaffer, CIPP/US

• Data Strategy & Governance, Big Data Analytics, Demand Generation, Marketing Operations, Database Marketing, Email Deliverability, Privacy and Compliance

Dell Software

Group

Email is an Important Tool

We use email to: support the overall lead generation strategy

• Shortens buying cycle • “warm” follow up • Leverages online presence

– Organic, search, website, hosted content, partners

• Opportunity to collect behavioral data

Focus on Engagement

• Drive interaction between customer/prospect and brand

• Encourage behavior so customer/prospect becomes an active participant

• Dependent on type of buying cycle

A Few Types of Engagement Emails

1. Newsletters 2. Follow Up Message 3. Usage Encouragement

Newsletters

42

• Great opportunity to feature specific content and product introductions

• Collect click/usage data

Newsletters

• Focus on company specific information or aggregate from the industry

• Click data can help determine customer interest

Newsletters

• Test multiple formats, and make sure they’re user friendly

Follow Up Messaging

Test multiple offers to determine relevancy and demand

Demo

Whitepaper

Follow Up Messaging

Live Webcast

Live Demo

Follow Up Messaging

• Encourage continued behavior with CTA

Usage Encouragement

• Show users how to use more of the product • Remind them of capabilities and benefits

Usage Encouragement

Leverage Unique Creative Approaches

• Clever and relevant headlines and images can increase open and read rate

Don’t Forget About the Subject Line

According to the website www.subjectline.com:

• Including an offer expiration date in the subject line, increases open rates by 22%

• The word/s exclusive, private, preview or invitation in the subject line, increases open rate by 14%

Test and Have Fun

Thank You

Q&A