Email Marketing that Generates Leads:

Using Content in a Sales Environment

Craig Klein

CEOSalesNexus.com

Today You Will Learn

• What does work in Email Marketing in 2014.

• Why content is king in email marketing.

• How to create a content campaign that

customers will look forward to.

• How your content campaign can pre-qualify

sales leads.

CEO and Founder – SalesNexus.com

CRM and Email Marketing

20+ years, hiring, training,

Managing sales people in Energy &

Technology.

Author of Grow Sales with Emails, The Magic 5 of Content Based Email Marketing….

About Me

Agenda• Big brands and small businesses all struggle to

create email marketing content that is compelling and engaging AND not spammy.

• We'll discuss the fundamental principals of what works and what doesn't work in email marketing in 2014

• Describe a simple process to create campaigns that engage customers and pre-qualify them for sales contact or movement to a 2nd or 3rd tier of email campaigns.

What Are Most Brands Doing Now?

Newsletters – links to blogs, staff & product

updates, etc.

Event Invitations – trade shows, luncheons,

webinars, etc.

Specific Calls to Action – sign up now, buy now,

save now, etc.

Why Isn’t It Not Working?

• Your Emails look the same as everyone else’s.

• Mobile! – 50% +

• Wrong people, wrong message, wrong time

• It’s all about you.

Bad Timing

Sales Pitches Don’t Work

Opt Out Accelerates Turn off most of your leads before

they’re ready to buy

Meaning of an Open Meaning of a Click

Cold Leads – old leads, purchased lists, industry group memberships - Educational and Informative Content

Referrals, Networking - Educational and Informative Content

Web Leads - Competitive Comparisons, Case Studies, CTAs

Qualified Prospects in the Pipeline - Case Studies, Testimonials, CTAs

New Clients - How To, Best Practices, Upsell/Cross Sell

Existing Clients - Upsell/Cross Sell, Surveys, Content

Former Clients - Educational and Informative Content, Surveys

Educational & Informative Content

Case Studies & Testimonials

Finding Content

Finding Content

Business Pain

• Revenue• Costs• Customers

Low revenue / market share / close rateHigh cost of goods sold / labor costPoor delivery of services

Personal Pain

• Income• Career• Work Environment

Low bonuses, commissions, compensationNo recognition, no promotions / career pathHigh workload, poor work–life balance

Technical Pain

• Processes• Systems• Employees

Slow, broken, or manual processesPoor system or employee performanceLack of reliability

Move The Needle

80% Not Closed

X 20% close rate

16% Customers Later!

80% increase in Sales!

Customers20%

Qualified30%

Contact20%

No Contact30%

Lead Results

CustomersQualifiedContactNo Contact

Move The Needle

• Write down 4 Pain Questions

• Find your content

• Write the emails

Create Your Content Campaign

1. No Content = No Long Term Relationship

2. Don’t Sell Until You’re Asked To

3. Everyone Has a Campaign – Increase Sales!

4. Try SalesScripter.com to identify Pains and

Content Topics

5. Try LeadFerret.com to build your list.

Key Takeaways

 www.onlinemarketinginstitute.org 

Thank You!

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