using email to boost roi at your next event - presentation 2

Download Using email to boost ROI at your next event - Presentation 2

Post on 28-Jan-2018

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  1. 1. CAPTURING + CONVERTING LEADS using email to boost ROI at your next event
  2. 2. Drawing people to the booth Show lead capture Post-event emails Lead nurture A multi-channel approach AGENDA
  3. 3. DRAWING PEOPLETOTHE BOOTH tactics + examples
  4. 4. BOOTH DESIGNTIPS YOUR BOOTH HAS 3 SECONDSTO CAPTURE ATTENDEES ATTENTION
  5. 5. Create a game encouraging attendees to take photos, tweet, or share your content Take pictures for Facebook,Twitter, Instagram Advertise a specific twitter hashtag or twitter handle CREATE A BUZZVIA SOCIAL MEDIA
  6. 6. START EARLY + KNOWYOUR AUDIENCE
  7. 7. FOLLOWTHROUGH
  8. 8. SHOW LEAD CAPTURE tactics + examples
  9. 9. COLLECT BUSINESS CARDS /WRITE DOWN LEAD INFORMATION EASY
  10. 10. LEAD SCANNINGTOOLS EASY
  11. 11. LEAD FORM INTERMEDIATE
  12. 12. SALES APP INTERMEDIATE
  13. 13. Who: Evergreen - B2B home furnishings + accessories distributor What: sales app that incorporated both online activity scoring + in-person scoring SALES APP
  14. 14. SOLUTION Sales Rep can manually enter lead Sales rep can score leads
  15. 15. SOLUTION Color coded company leads: Red Hot Orange -Warm Yellow Cold Blue -Very Cold No Color Not Graded Color coded customer type: White - existing customer Gray - lead
  16. 16. RESULTS 67% increase in the amount of closed leads
  17. 17. FOLLOW-UP EMAILS best practices + optimization examples
  18. 18. 49% OF ATTENDEES PLANTO BUY WITHIN 12 MONTHS OF A SHOW
  19. 19. POST-SHOW EMAILS BEST PRACTICES Personalize Explain how you plan to follow-up Offer a relevant incentive + include a call-to-action
  20. 20. No snippet text Preview pane does not contain value proposition Does not pass so what test No prominent value proposition Message not instantly understood Does not pass 2 second test No strong CTA
  21. 21. Value proposition and CTA in snippet text Value proposition and so what test Instantly understood message Strong call-to-action
  22. 22. No snippet text Preview pane does not contain value proposition Does not pass so what test N0 prominent value proposition Message not instantly understood No CTA
  23. 23. Value proposition and CTA in snippet text Value proposition and so what test Instantly understood message Strong CTA
  24. 24. LEAD NURTURE PROGRAM taking your leads to close
  25. 25. NURTURE CAMPAIGN B2C MARKETING B2C DESIGN + DEVELOPMENT B2C PRODUCTS B2B ECOM MARKETING B2B ECOM DESIGN + DEVELOPMENT B2B ECOM PRODUCTS SERVICE MARKETING SERVICE DESIGN + DEVELOPMENT INTRODUCTION Dynamically personalized
  26. 26. BECOMING MARKETING QUALIFIED BEHAVIOR SCORE VisitedWhereowares website 4 Opened an email 1 Clicked in an email 2 Filled out a form (Preferences, Lead Gen, Contact Us, case study download) 6 (for each unique form submission) 13 Pushed to salesforce.com 60 Call task created in salesforce.com
  27. 27. SPOP/SALESFORCE.COM INTEGRATION
  28. 28. SPOP/SALESFORCE.COM INTEGRATION 38
  29. 29. MULTI-CHANNEL OUTREACH using email to support all your channels
  30. 30. INTEGRATE
  31. 31. 5 days later
  32. 32. QUESTIONS? GET INTOUCH Bill Haskitt Partner + heads marketing dept. bhaskitt@whereoware.com 703-889-1212 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog James Morris VP client strategy jmorris@atlanticexhibits.com 215-674-9500 x 3154 Website: www.atlanticexhibits.com Facebook: www.facebook.com/atlanticexhibits Twitter: @atlantic_james