integrating search & email marketing

Integrating Search & Email Marketing

Jon Lisbin – PrincipalPoint It

Terry Miller – Managing Partner CRM Group

February 18, 2009

Presentation AgendaAbout Point It

• Launched in April 2002

• Seattle’s largest

independent search

marketing firm

• 12 team members, 40+ yrs

of SEM experience

• Servicing clients across all

verticals and revenue

models

Jon Lisbin – Point It

• Search Engine Marketing Stats

• Stages of the Buying Cycle

• Increasing Search Lead Conversions

Terry Miller – CRM Group

• eNurture Situation Analysis

• Sample eNurture campaigns / Case Studies

• Q & A

Presentation AgendaAgenda

Online Marketing ROI

Lead Generation and Nurturing

`Buy Cycle

Corporate Site

content

Lead Gen LP Offer 1

content

Lead Gen LP Offer II

Drip Marketing

• Terry Miller – Managing Partner– 20+ years of experience in sales, marketing and

operations for high technology companies

– Founder and EVP – Mercata.com

• Responsible for marketing, merchandising, site content & design,operations and customer service

– VP of Sales – SuperCede, Asymetrix, Softbank

– Senior Direct Response Positions – Gupta, Broderbund

– Founder and General Manager – Triton Products Company

About CRM Group

Lead Generation and Nurturing

Major Contribution to Lead Generation and Nurturing

• Marketing generates leads from a number of sources

• Sales lacks the resources to follow up on every lead in a timely manner

• Problem: Finding an efficient way to further qualify leads in order to help prioritize sale’s follow up activities

• Solution: Create an eNurture campaign utilizing email

– Get prospects to self-qualify themselves as they respond to a series of calls-to-action featuring differing bars to entry

eNurture Situation Analysis

eNurture Campaign Benefits

• Create a multi-installment email nurture campaign that will provide a framework for effective customer communications centered around your company’s unique value propositions

• Move prospects through the process to becoming qualified leads more quickly and in greater quantities

• Optimize open rates, click through rates and $ per email generated

eNurture Campaign Goals

eNurture Campaign Steps

Evaluation

- Current communication stream

- Objectives- Form- Frequency

Analysis

- Sales cycle data- Conversion rate- Duration- Value

Implementation

- New customer contact strategy

- Timing- Messaging- Calls-to-action

1 2 3

eNurture Campaigns

eNurture Campaigns

Case Study – MNA.com

• eNurturing registrations into paying customers with email

Key FactorsKey FactorsKey FactorsKey Factors•Communication stream evaluation•Data analysis•Revised customer contact strategy

20%

22%

24%

26%

28%

30%

32%

34%

36%

Old contact

stream

New contact

stream

Account activation

• Not now doesn’t mean not ever– Some leads aren’t ready to take action and don’t respond to the

calls-to-action from the eNurture campaign– Cost of acquisition already covered

• Problem: Finding an effective way to continue to communicate with non-responding leads after the eNurture campaign– Continue to present your value proposition without being

annoying

• Solution: Create an email Newsletter program– Maintain mindshare with prospects– Further qualify prospects into leads

eNewsletter Situation Analysis

eNewsletter Benefits

• Create a periodic eNewsletter program that will continue to communicate your value propositions

• Position your organization as a credible supplier by providing information your prospects will value’

– Non-sales approach

– Avoid self-promotion

• Deliver compelling content by allowing the recipients to vote with their clicks

• Continue to mine additional leads from your prospects

eNewsletter Campaign Goals

eNewsletter Campaign Steps

Content

- Categories- Quantity- Type

- Voice/personality

Creative

- Effective communication- Brand supportive- Reinforce personality

Optimization

- Test- Content type- Number of articles- Site traffic drivers- Images, Text, Links

2 3

Strategy

- Objectives- Thought leadership- Leads- Mindshare

1 4

Newsletter Campaigns

Newsletter Campaigns

B-to-C Newsletter

Open Rates

0%

10%

20%

30%

40%

50%

Average Penner-Ash

Case Study – Penner-Ash Winery

B-to-C Newsletter

Click Rates

0%

5%

10%

15%

20%

25%

30%

35%

Average Penner-Ash

Key FactorsKey FactorsKey FactorsKey Factors• Highly qualified audience• Compelling content

• Founded May ’01• Offices in Redmond, WA• Help companies

– Acquire more customers– Sell more to existing customers– Improve their overall email marketing efforts

• Strategy• Content development• Deployment

• www.crmgroupusa.com – 425.827.7526

About CRM Group

CRM Group Email Clients

Integrating Search & Email MarketingQ&A

Jon Lisbin Point It

JonL@Pointit.com

Terry Miller CRM Group

Terry@CRMGroupUSA.com

February 18, 2009