Download - Integrating Search & Email Marketing
![Page 1: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/1.jpg)
Integrating Search & Email Marketing
Jon Lisbin – PrincipalPoint It
Terry Miller – Managing Partner CRM Group
February 18, 2009
![Page 2: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/2.jpg)
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
![Page 3: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/3.jpg)
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
![Page 4: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/4.jpg)
Online Marketing ROI
![Page 5: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/5.jpg)
Lead Generation and Nurturing
![Page 6: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/6.jpg)
`Buy Cycle
![Page 7: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/7.jpg)
Corporate Site
![Page 8: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/8.jpg)
content
Lead Gen LP Offer 1
![Page 9: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/9.jpg)
content
Lead Gen LP Offer II
![Page 10: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/10.jpg)
Drip Marketing
![Page 11: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/11.jpg)
• 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
![Page 12: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/12.jpg)
Lead Generation and Nurturing
Major Contribution to Lead Generation and Nurturing
![Page 13: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/13.jpg)
• 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
![Page 14: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/14.jpg)
eNurture Campaign Benefits
![Page 15: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/15.jpg)
• 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
![Page 16: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/16.jpg)
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
![Page 17: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/17.jpg)
eNurture Campaigns
![Page 18: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/18.jpg)
eNurture Campaigns
![Page 19: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/19.jpg)
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
![Page 20: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/20.jpg)
• 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
![Page 21: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/21.jpg)
eNewsletter Benefits
![Page 22: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/22.jpg)
• 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
![Page 23: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/23.jpg)
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
![Page 24: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/24.jpg)
Newsletter Campaigns
![Page 25: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/25.jpg)
Newsletter Campaigns
![Page 26: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/26.jpg)
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
![Page 27: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/27.jpg)
• 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
![Page 28: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/28.jpg)
CRM Group Email Clients
![Page 29: Integrating Search & Email Marketing](https://reader031.vdocument.in/reader031/viewer/2022021210/620646cc8c2f7b1730062806/html5/thumbnails/29.jpg)
Integrating Search & Email MarketingQ&A
Jon Lisbin Point It
Terry Miller CRM Group
February 18, 2009