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