Email & Web marketing

1) Importance of user-specific message contenttargeting specific purchaser motivations

2) Need for website support elements that arereferenceable to the campaign offer

3) Need to align web & collateral messages to consistently reinforce campaign messages

4) Automated Lead Management -generation, distribution, & monitoring

Email & Website Lead Generation

CAMPAIGN MANAGEMENT KEYS TOINCREASING DEMAND & VALID LEADS

uses RH sample images from previous campaigns

Identify with Specific Customer Needs

segment by user application to tailor each pitch in the language & concerns specifically used by that audience to build instant relevance

Write a “Positioning Platform” - define how your tech’s features can deliver business solutions supporting a client’s revenue goals click for RH sample Platform on Slideshare)

1) user-specific content targeting specific purchasing motivations

CAMPAIGN MANAGEMENT KEYS

http://www.slideshare.net/richardhurn/messaging-platform



Define the Target Zone

Identify your competitive differentiators,Why should a client listen to me vs, others?

Now test your pitch on a friendly customer – does he believe your pitch has value for him?Work it until you get enthusiastic feedback.



Commit to becoming your customers’strategic business partner

Present your product / service solution as an essential enabler of your prospects’ core business goals

Make the investment in time to build effective outbound messaging – two week’s foundation building will yield years of revenue gain



user-specific segmentation example:

• Systems Integrity:network stability, availability, business continuity

• System-wide Security:spanning all personal devices, virtual machines

• Conformability enabling real-time response to flux:peak traffic, new virtual nodes & personal devices

• Manpower Efficiency & Productivity:instant diagnosis simplifies repair, lowers OPEX

• Staff Sanity:reducing chaos, frustration, futility

USER SEGMENTS = DEMAND DRIVERS



example for the IT Services Crowd



1) Importance of user-specific campaigns that target specific purchaser motivations

2) Need for website landing pages referenceable to the campaign offer



2) Supporting website, collateral, or webinar provides immediate followup which validates email claims & supports call to action(Link on Email jumps prospect to APPLICATION-SPECIFIC web page)

1) Email sent to membersof an application segment offering them a compelling value proposition

TARGETED LIST

TARGETED CONTENT

contentdriven

outreach

contentdriven

outreach

2) web site support elements referenced in the campaign


DownloadApp Notes

& Datasheets

Read our Customer Testimonials,Examine Case Study

View online animated tutorial demonstrating application-specific productivity enhancement

Signup for Hosted Event

Or Web Seminar

Website Support Elements

2) web site support elements referenced in the campaign





2) Need for website support elements referenceable to the campaign offer

3) Align web & collateral messages to consistently reinforce campaign messages


DownloadApp Notes

& Datasheets

Read our Customer Testimonials,Examine Case Study

View online animated tutorial demonstrating application-specific productivity enhancement

Signup for Hosted Event

Or Web Seminar

Website Support Elements

3) align web messaging to matchcampaign themes for coherence


product / service solution explained as essential enabler of prospects’ core business goals

competitive differentiators

language & concerns unique to user audience builds instant relevance

Current Website isfeature drivennot solutions centric




2) Need for website support elements referenceable to the campaign offer

3) Align web & collateral messages to consistently reinforce campaign messages


4) automated lead management


4) Confirmation“Thank You” emailed to prospect

3) Lead automatically forwards to niche Sales or Reseller

(data is also captured & owned for later nurturing &re-use)

2) Prospect defines his needs or concerns for followup sales action

Website Lead Capture

1) Email call to actiontriggers prospect help screen



Automation Strategy using Web-based AdTrack, SalesForce, or NetSuite

• Lead Capture: targeted outreach generates market-specific lead coding. This coding then filters leads into separate sales / reseller bins:- Ad & tradeshow responses filtered @ AdTrack into segmented bins- Web site & direct outreach generate segmented email responses that automatically dump into segmented AdTrack bins

• Lead DistributionLeads for each niche automatically forward to segment-specific sales people

• Sales Automation Each lead can be responded to with customized letters & literature paks, email, special offers, invitations to hosted events or web seminars. Entire activity driven online by each sales person, Fulfillment out of AdTrack

• Account Activity ManagementEach lead has a comprehensive sales activity panel tracking all contacts, schedules, and transactions (viewable by Mrktg VP)

• Sales Progress MonitoringMrktg VP can review online a real-time tally of new lead count & individual account activity. In addition, AdTrack generates full, customized reporting

Sales LeadDistribution

NewPromotions

Re-Use of Database is

Free

ResponseFollow Up

DATABASE

Email Leads Web Leads TS Leads Sales List

Follow Up

Selected download to Salesman’s Outlook

Handhelds• Palm• Visor

Sales Force Automation

CompleteContact History & Sales ForceAutomation.

All performed on web page from anyComputer w/ securtity for each sales rep

Typical Response Breakdown:

800 # = 20%

Web = 60%

Reader response card = 20%

Lead Fulfillment

• Direct Mail Response• Collateral Insert• Customized Letters• Personalized

COSTCOST

COSTCOST

COST $0.74 ea.

COST $3.25PER CAPTURED LEAD

COST $1.3K / MO

COST $125 / MO

COST

Automation Strategy using Web-based AdTrack Est cost for year @ 24000 leads = $60k



Sales & VAR Evaluation / Motivation

• Monitoring Sales Progress Sales / Reseller VP can monitor progress of individual account activity. Can pro-actively determine if individual sales person is aggressively pursuing leads using established contact development strategy

• Account Closing Ratio – Sales VolumeQuarterly evaluation of closing skills. Competitive ranking in volume

• Competitive RankingQuarterly (or monthly) newsletter tallies running leaders, describes motivational prizes. Reminds them of product and sales training aids available

• Rewards ProgramDelivers recognition and motivation for superior performance –- highest volume closer award for each market segment- best annual growth award for each market segment- winners deliver motivational seminar to help the rest of the teams



Program Evaluation

ROI Calculations

• SALES PIPELINE

•CUSTOMER RETENTION

•VALUED CUSTOMER UPSELLING

•NEW CUSTOMER ACQUISITION

•COMPETITIVE MARKETSHARE

•NEW VERTICAL LAUNCH

• METRICS

•PROGRAM COST & SCHEDULE TARGETS

•QUANTITY OF LEADS & COST PER LEAD

•QUALITY OF LEADS & LEAD CONVERSION RATIO

•QUALITY / EFFECTIVENESS OF OFFER (TEST KIT RESPONSE RATE)

•CLICK-THRUS VS. LEAD RATIO

•LEAD DISTRIBUTION BY SALES REGION



thank you


2) Need for website support elements that arereferenceable to the campaign offer


4) Automate Lead Management -generation, distribution, & monitoring

CAMPAIGN MANAGEMENT KEYS TOINCREASING DEMAND & VALID LEADS

Case Studies on my Direct Marketing successes:http://members.aceweb.com/richardhurn/dmcas0.htm

http://members.aceweb.com/richardhurn/dmcas0.htm

Email & Web marketing

Technology

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