email 360: boost response throughout the b2b customer ... · 6 11 email is the dialog medium can...

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Email 360:Boost Response Across

the B2B LifeCycle

How to make your B2B email program scalefor higher impact throughout the

customer lifecycle

Marketing Profs Email Marketing IntensiveOctober 1, 2007

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Why Are We Here?

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Panelists

Scott Barnett, Email Marketing Manager,Citrix Online

Brian Ellefritz, Senior Manager, CustomerRelationship Marketing, Cisco

Leslie Reiser, Program Director, SMBMarketing, IBM.com WW

Leader-Moderator: Stephanie Miller, VP,Strategic Services, Return Path

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Reasons To Pay Attention(and Participate)

Find out if email is good for acquisition, or just forretention.

Pick up some ideas on using email in combinationwith other marketing channels.

Ask for help with your biggest email marketingchallenges.

Hear some real world decisions around how muchemail to send, to whom, and when.

Get some practical tips for testing and measuringresults.

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Today’s Agenda

The Lifecycle View – Framing the Question The Subscriber View – Audience Participation The Prospector View & Citrix Case Study The Seller View & IBM Case Study The Ambassador View & Cisco Case Study The Program Manager View – Stump the Panel The Receiver View & Spam Filter Voting Game The Attendee View – Your Questions

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How Is This Possible

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B to B Lifecycle Models

BusinessIssue

NeedsAnalysis

RFP

ResearchVendors

Assessment

Purchase

Awareness

Consideration

Preference

Purchase

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B to B Lifecycle Models

Peers

Friends

Expert

Vendor

Consultant

Direct Mail

Email Offer

Web Banner

Podcast

Online Event

Blog

Viral Video

Web Search

Newsletter

Magazine

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From Monologue to Dialogue

TVTV

EmailEmail

PrintPrint

OnlineOnline

Direct MailDirect Mail

BulkBulkPromotionalPromotional

Surveys &Surveys &Integrated DataIntegrated Data

AdvancedAdvancedTracking &Tracking &

SegmentationSegmentationPersonalizedPersonalizedTransactionalTransactional

IncreasingReturns

DecreasingReturns

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Why Pull the Email Lever in aMulti Channel World?

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Email is the Dialog Medium

Can broadcast email really be 1:1Can broadcast email really be 1:1Goal: 1:Many thatGoal: 1:Many that feelsfeels like 1:1like 1:1

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Today’s Agenda


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The percentage of professionalswho sign up for email offers

15%25%85%93%

Source: Return Path

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The increase in purchase value ofemail subscribers vs. non-subscribers

5%17%22%55%None

Source: Forrester Research

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How much more likely is a B2Bsubscriber to consider an email“spam” if it comes “too frequently”

NoneTwice4x500%

Source: Marketing Sherpa

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Percentage of professionals who claimemail has had some impact on theirvendor/business decisions?20%34%87%100%

Source: Forrester Research

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Percentage of businesspeople whoregularly read business email on theirmobile devices.

5%37%75%90%

Source: Exact Target 2007

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Where does email have the mostimpact for business buyers

Comparison researchBrand awareness/valueUp selling / ConsolidationAll of the Above

Source: Marketing Sherpa

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Percentage of professionalswho bother to unsubscribe

12%22%44%55%

Source: Return Path

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Great Subscriber Experiences

The Contact Strategy mustbe at the Subscriber Level

Vary the Content to MakeEach Email Worth Opening

Make sure your UnsubButton is Easy to Find andWorks

No really, it’sall about you!

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What’s a B2B Marketer to Do?Segment

Test The Introduction ofNew Content Sets

Win Back Non-Responders

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Today’s Agenda


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Email Marketing Paradox

Email is central tothe business day

No one has time toread email

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Where To Spend Your EmailMarketing Currency

People You KnowPeople You Don’t Know

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Where Are My Prospects -Known

My House FileVisiting my WebsiteTalking to Sales Team(s)PartnersUsing My Products

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Confusing formcompletely stallsall comers

Confusing formcompletely stallsall comers

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Solution: Use attention-

grabbing titles Simplified sign

up page Copy is more

specific andcompelling

Solution: Use attention-

grabbing titles Simplified sign

up page Copy is more

specific andcompelling

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Barilla

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Email Prospecting – FullyAutomated at Fidelity Call Center Rep

Immediately FulfillsRequest using EmailTemplates

Completely CustomizedSolution

Fulfillment is Up 400% Conversion is Slightly

Ahead, but Off a MuchLarger Base

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Where Are My Prospects -UnknownSearching / ResearchingClicking on Ads/FormsSubscribed to Third Party

Files (publisher/compiled)Reading industry email

newslettersRegistering at micro-sites

or lead gen networks

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Respond to Their Needs &Questions via Email Series

Sign Up for ThreeProductivity Strategies

Get Five IntegrationSolutions in Five Days

10 Ways A Cleaner FloorImproves Your BottomLine

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Measuring Success

Measure: Opens, Clicks,Conversions, Revenue, ROI

Test with a control group – Countthe number of email touch points

Source contribution to unsubscriberequests, complaints and bounces

Relationship potential – does itconvert to a subscription to ongoingnewsletter

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Case StudyCitrix Online

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CitrixBackground: Citrix Online is a software as a

service provider to SMBs GoToMyPC® GoToMeeting® GoToWebinar®

Simpler is Better philosophyTarget Audience: SOHO/Small Biz market

buying with a credit card

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Citrix

Our Challenge:Hundreds of thousands of customers and astaff of 600, how can we scale sales andcustomer service efforts AND provide anexcellent customer experience?

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Citrix Online – Email SolutionEmploy Email As Sales

Person In the Spirit of Dialog,

Email Communicatesthrough CustomExperiences

Coordinated Use ofMultiple Channels toIncrease Reach

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Citrix Online

Map allchannels

SurveyTest –

OptimizeReconfigure

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Citrix Online

Trial users gave creditcard but didn’t downloador use the trial. Why?

Action: Email SurveyMain responses:

Too busy Not at PC Have a technical question

“After” Email

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Citrix Online

Newsletter as aDialogue Channel User Generated Content

– Contest Winner Simple embedded

surveys shape designand content

Reply and a personanswers

User “star” rating systemfor content

GoToMyPC Newsletter

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Today’s Agenda


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To All Ye Gentle Sales Folk…

Can one email message reasonably sell: Up sells Cross sells Product launches Brand Awareness Brand Engagement Service Culture

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Answer: All. One At a Time

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Case StudyIBM

Case StudyIBM

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Business Environment & Challenge Emails are initially scanned for a

maximum of 3 seconds 7 out of 10 people scan their

email in the ‘preview’ pane IBM heat mapping studies verify:

“from” address and subject linesare the first key influencers ofthe viewer’s decision to open anemail (regardless of what can beseen in the preview pane)

>65% of US email clientssuppress images by default(~94% have manually enabledimage blocking)

xx%4.4%Click ThroughRate (CTR)

xx%2.1%Opt-Out Rate

xx%23.6%Open Rate

xx%96%Deliverability

YourCompany

IndustryBenchmark

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Establish an e-Nurture Environment1. Implement a fundamental process

to solicit, manage and nurture ane-relationship towards developingcustomer intimacy

2. Engage customers and prospects– Deliver relevant messages with

perceived value– Eliminate multiple and conflicting

messages from within theorganization

– Establish message stream that isSolution vs. Product focused

We need to respect the power thecustomer must have in ane-relationship with IBM

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Establish an e-Nurture Environment3. Deliver superior client experience

– Client focused– Needs based– Eliminate multiple registrations– Avoid requests for same information

– Implement cross organizationaldata systems to

– Centralize market intelligence to‘house’ customer preferences

– Treat prospects differently thancustomers

4. Re-establish trust in the process– Encourage Sales teams to allow e-

relationship communications to theircustomers

We need to respect the power thecustomer must have in ane-relationship with IBM

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What is eNurture?

The methodology of cultivatingprospects & customers to evoke‘next step’ actions via e-mail and/orthe Web

Drive to Web

BannersPrint

e-MailPurchased list

Segmented listsEtc..

ProspectResponds

Registers foroffer

eNurture

Next step offerprovidedvia e-mail

& Web linksto drivefurther

Involvement(1-4 touches)

SustainedEngagement

1-3 moreOffers

LeadValidation

ActionIncreased

Conversion fromaddtl exposure

Sale

$

CustomerIntimacy

Post-SaleLoyalty &Customer

AppreciationUp-Sell

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Incorporate “Opt-In” within Marketing &Demand Generation Framework

Contactdiscovery

WW DMapproach

e-permission“engineering”

Objective: obtain email addressOpt-in (permission), & interest

e-relationshipdevelopment

Objective: develop prospects’interest online & move intoappropriate e-tactics

Objective: identify/capture newcontacts across all Mktgprograms

MI/Call centers

“X” million contacts

•Interest-based offers•Tele•Request a quote•Burst mktg•eContact (sales reps)

Program tacticsObjective: Drive Oppty

O/B“Tele-Calling”

Opt-in

Incentive-driventraffic

“Clear lanes” policy

Existingmarketplace

tactics

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Using Smart Forms

Engage Profile & Nurture

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Establish Trust & Personalize

Welcome Pack My Communications

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Deliver Relevant Communications

Triggered e-Nurture

Trigger basedemail programsDelivers value to

both prospectand IBM

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Report & Measure –“Interactive Reporting Dashboard”

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Best Practices - ForwardView NewsletterWhat is ForwardView?Delivers thought leadership and

marketplace insightsFlash/rich media, html & printRotating promotional modulesSubscribe/Feedback/Viral MktgHost guided navigation15+ pieces of original content

Delivery Stats30% Activity drives to ibm.com97% Retention rate13% Open rate5 min Avg viewing time

“Industry Award Winner”Horizon, AdTech, 2007 Ace

Awards “Best B2BExperience”& B:B Online

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Always Be Selling – Right?

Our numbers are down –send an email!

Everyone should beworried about this issue –send an email!

Every user of Product Acould use Product B.Send them all an email.

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Let’s Ask the Panelists!

What is the magicnumber of emails

to send per subscriber?

What is the magicnumber of emails

to send per subscriber?

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Is permission enough?Is permission enough?

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How do you define thebest segments?

How do you define thebest segments?

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Segmentation Starters

Active clickersBest buyersNew subscribersVisitors to the websiteConsumers of

whitepapers/content Job titleCustomer status

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How much longer is the salescycle today, as buyers researchmore (on the Internet) and managebuying more professionally?

5%22%37%62%

Source: Sirius Decisions

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Shortening The Sales Cycle

Segment, even in wide clusters New prospects, Lapsed prospects, Website

visitors

Adjust cadence for buying cycles Seasonality, Vintage, Source, Behavior Nurture, don’t numb

Be helpful – Message CountsStorytelling Sells

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Today’s Agenda


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Who Would Like To Be A VIP?

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Case StudyCisco

Case StudyCisco

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Cisco

Brand AmbassadorProgram

Designed around: Research Behavior Customer Choice

Current Stage:Global Rollout

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Background

• Cisco “Innovators”• Launched as pilot in the US along with new

SMB campaign, Jan 2006• Objective: Drive email opt ins• cisco.com/go/innovators

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From Demand Generation…

Explicit Data

Explicit Data

• IT Manager• Small Business• Financial Svcs• Security Products

Patrick Dean

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From Demand GenerationTo Relationship Marketing

Implicit Data

Explicit Data

Explicit Data

• IT Manager• Small Business• Financial Svcs• Security Products

•VOIP•Wireless•White Papers•Cost Cutting

Patrick Dean

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Components with a Purpose• “Heartbeat” – Newsletter

• Set agenda• Brand Cisco• Detect interest

• “Explore” – Webcast series• Deep dive on topic• Express interest

• “Reward and Monetize” - Special offers• Pay off relationship• Drive leads and sales

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Relationship Marketing orGuided Selling?

PeriodicNewsletter

Week 0 Week +2 Week +4Complementary

Premium ContentWebcast

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Relationship Marketing DrivesHigher Opt-In and Engagement

2.6%5.3%

8%

17%

3.5%

30%

0%

10%

20%

30%

Opt-in Rate Click Rate: Newsletters Response Rate: Offers

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Today’s Agenda


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First Question For An EmailProgram Manager…

Make or buy

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Make or Buy – Email System

Pro: Control +

Confidence Permission &

bouncemanagement

Cost System &

dataintegration

Pro: Control +

Confidence Permission &

bouncemanagement

Cost System &

dataintegration

Con: Complex +

IT staffing Must keep

current Economy =

highvolume

Con: Complex +

IT staffing Must keep

current Economy =

highvolume

MakePro: Reports &

benchmarks Allow growth Monitoring Advanced

features Focus on

marketing

Pro: Reports &

benchmarks Allow growth Monitoring Advanced

features Focus on

marketing

Con: Control Shared IP Lack of IT

oversight Expense

Con: Control Shared IP Lack of IT

oversight Expense

Buy

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How Do I Know It Will Work?

Persistent Question For AnEmail Program Manager…

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ABT: Always Be Testing

It doesn’t pay to guess: marketers arenot very good at predicting response

Align your testing hypotheses withthe call to action, offer and targetaudience

Only about 40% of marketers use anyonline testing, despite the fact thattested elements can more thandouble typical response rates(source: Jupiter Research 2005).

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Let’s Talk About You:Attendee Top Challenges How can I get more resources for email internally? Where are the hot spots in my design? Is my preview pane

working hard enough? Which content works best for new subscribers? Re-activating

subscribers? The selling season? Do I need to be worried about mobile? Can I use video in an email? How can we account/credit for email-driven revenue? How is my department being measured? How does the sales team measure success? Are we establishing reasonable KPIs that can be achieved

through email? What is the best way to capture customer feedback through

email?

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Let’s Talk About You:Attendee Top Challenges How much is too much email per subscriber? Many companies have strict policies about accepting outside

email. How can I combat that? How many segments should I have? What’s the point of testing subject lines? What database or analytics do I need to do effective

segmentation? How do I reach customers who have unsubscribed? Should the subject line contain my brand name? How important

is the From: address? Shall I promote the top article or an article lower down, forcing a

scroll? Which metrics matter most? Can I use flash or rich media?

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Today’s Agenda


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What Do ISPs/Receivers HaveIn Common With Marketers

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What is a Sender Reputation?

Complaints High Unknown UsersSpam Traps

Sending Infrastructure Sending Consistency

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You Be the Spam Filter

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Is this Spam?Nothing picked up

on content filters –all images

From line seemspersonal

From a corporateexchange server

High volumeHigh complaints

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Have You Ever… Blasted out a large file on one day? “Borrowed” someone else’s file? An

old file? Included a bunch of third party links? Had your message go the junk folder? Changed your from address? Had all images in the message, little

text? Neglected to authenticate? Forgot to process unsubscribes

before the next mailing?

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Reality Check: How To ProtectYour Subscribers – and Your ROI

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Arrows in Your Quiver

KnowMonitorManageReach agreement internally: Mailing frequency caps ROI calculations When to remove the “dead wood”

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Once in the Inbox….

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Mobile Rendering

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Can You Give Me a List ofSpam Words to Avoid?

List:http://www.marketingforsuccess.com/wordstoavoid.html

SpamAssassinhttp://wiki.apache.org/spamassassin/AvoidingFpsForSenders

List:http://www.imediaconnection.com/content/3649.asp (scroll downfor sidebar)

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B2B Deliverability Checklist Track inbox deliverability – corporate filters block more aggressively

than ISPs. (Your file may include non-corporate addresses.) Get accredited. Third party endorsements matter. Know if email is being regularly blocked by ISPs. Check log reports for

problems at specific corporate domains? What is the origin of and our relationship with everyone on our list? What is our permission policy? (opt-out, single opt-in, confirmed opt-in

or double opt-in) Do we maintain a master calendar of emails sent – at the customer

level? Are we on any blacklists? If so, why? Will our newsletter pass through most spam and corporate filters? Who is checking the various unsubscribe mailboxes for customer

complaints? Are they are working properly?

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Today’s Agenda


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9 Great Ideas to Steal:Email Through the LifeCycle1. Rent an email file from a trusted source to generate leads, promoting a

webinar/free trial/book excerpt/whitepaper.2. Send a series of five emails to educate (and convert) those who downloaded

your 14-day free trial software.3. Publish a monthly newsletter featuring helpful ideas that appeal to your

current customers and prospects.4. Starting two months prior to contract renewal, send weekly email s reminding

customers how important your product/service is.5. Prior to lead gen events like webinars or seminars, send email invitations to

targets in your database. After the event, send an email thank you or “sorrywe missed you” message.

6. Identify prospects on your file and send them information about building abusiness case for your product/service.

7. Identify your best customers and enroll them in a monthly survey panel toobtain feedback and market response data on your products.

8. Select your highest value customers and send them VIP-type information thathelps them utliize your products/services in new ways.

9. Gather email addresses of visitors to your website, and launch a customseries of follow up emails that help them quickly gather independent data andmove in to the next phase of the sales cycle.

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Thank you! Some Resources

IBM Forward Viewhttp://www-304.ibm.com/jct03004c/businesscenter/cpe/html0/33409.html?mailingid=5030&cid=1

Cisco Innovators Program: www.cisco.com/go/innovators

Free 30-day trials from Citrix (triggers the email series) GoToMyPC - Allows customers to Access Their PC from

Anywhere(R) https://www.gotomypc.com/s/mktgprofs GoToMeeting - Online meetings made easy(TM)

https://www.gotomeeting.com/s/mktgprofs GoToWebinar -Unlimited web events for one flat fee.

https://www.gotowebinar.com/s/marketingprofs

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Thank You!

We appreciate your time.

email 360: boost response throughout the b2b customer ... · 6 11 email is the dialog medium can...

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