Maximise Results with Engagement Marketing Technologies

BrightTalk Engagement Marketing SummitJune 24, 2009

Speaker & Agenda• Will Schnabel

– GM EMEA, VP International– Silverpop

• Agenda

– The New Landscape

– Innovations in eMail Marketing

– Innovations in B2B Lead Management

– Further Resources– Questions & Answers

The New Landscape

Don’t Interrupt!

• Each day people are exposed to more than 5,000 advertising messages

• As businesses reduce staff, to-do lists become even longer

From Push (outbound)...

...to Pull (inbound)...

...to Sharing (Social)

(PPC, SEM, Banner Ads)

(Email, DM, Telesales)

(Conversations, Feedback, etc)

The Power Is in Their HandsCustomers & Prospects are: • More informed than ever• Taking brands into their own hands• Seeking out relationships• Asserting more control• Expecting companies to participate in

dialogues with them

The Power Is in Their Hands

But where are they hiding?

Marketing Value Chain

Why Engagement Marketing

Advertising

• Search (paid and organic)• Affiliate marketing• Online ads• Mobile advertising• Offline Advertising• Events

Engagement

Marketing

• Email marketing• Lead management• Web analytics• Direct Marketing• Social Networking• Predictive Analytics

Commerce

• Sales force automation• Ecommerce• Direct Sales• Channel Sales

• Closes the gap between advertising and revenue by engaging customers on their terms, thereby delivering improved revenue opportunities

Innovations in eMail Marketing

The Rise of Communities

• In 2008, 33% of online users were monthly users of social networks

• 41% of youth aged 12 to 21 visit social sites daily

• Over 33% of European Baby Boomers read social media on a regular basis, and starting to participate!

• SoNet users are connected to between 150 and 200 friends

• 40% of email participants use social sites to gather product information and recommendations

Is Email Marketing Dead?

• 92% of adult Internet users send or read email — far more than regularly visit any social network

• According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI

• Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel

Email is Alive and Well

The Challenge of Relevancy

Relevance = Right Time + Right Message

Innovation: Send Time Optimization

350,000,000 Search Results

Best time to send?

The Right Time Of Course Is…

…when each individual person is most likely to respond:

The time when they consistently open and act on your emails.

How to do it? It takes a lot of these…

To get this…

• Analyze a range of past recipient behavior• Predict the ideal send time for each recipient• Adjust for changes in individual behavior• Deliver your email to each recipient at the

ideal time• Eliminate time zone challenges for

international senders

And you only have to do this…

But does it work?

• Open rate: 20% to 50% increase• Click rate: 30% to 50% increase• Revenue: 52% to 75% increase• Avg. order size: 35% to 50% increase

The Challenge of Relevancy

Relevance = Right Time + Right Message

Who Determines the Right Message?

Innovation: Share to Social

Social email is the new viral

Why integrate email and social?

• Reach New audiences (List Growth)

• Generate Viral Buzz and Brand Awareness

• Greater return on investment without significantly greater expense

• Identify High-Value Sharers (HVSs) - increasingly important segment

Select social networks

Icons are added to creative

Recipients share and friends are notified

You report and target

Does it Work?

• 800 recipients shared the email offer

• 80,000 additional impressions • 8% list growth• 33% people who viewed a shared

item clicked through to the offer – 3x CTR of their standard emails

Innovations in B2B Lead Management

Plugging the Leaky Funnel

Plugging the Leaky Funnel

Many Challenges Exist

Aligning Sales and Marketing

Lead Generation

Lead Nurturing

Lead Qualification& ScoringSales Collaboration

Reporting &Analysis

Lead Routing& Acceptance

LeadManagement

Process

Aligning Sales & Marketing around the Lead Process

Areas of Innovation

Data Capture &Segmentation

Multi-Channel Campaign Execution Tools

(e.g email, DM, web, telesales)

Campaign (Nurture)Automation

Lead Scoring& Management

Sales Insight/CRM Integration

ROI Reporting& Analysis

Customer/ProspectDatabase

40

The Lead Challenge

Download a Whitepaper

5000Employees

VP Sales

$100MCompany

EvaluatingSolutions

Has2009

Budget

NeedsFit

Solution

Visited Website Last

Week

Demographic

BANT

Activity

Integrated Lead ScoringRank Leads by Score

– Identifies buying phase

Explicit Data• Demographic & BANT• Self reported and 3rd party

Implicit Activity • Recency & Frequency• Key Behaviors• Automated Score

Depreciation• Point Caps

The Nurture Campaign Challenge

Campaign Visualization

TargetBuyer

Challenge of Web Profiling

TargetProfile

(explicit)

Web Behaviour(implicit)

RightFit

Highly Engaged

Web Profile: Activity Insight

When should sales pounce?Contact Level Tracking & Alerts

Account Level Tracking

Challenge of Remarketing

Does it Work?

• No. of New Leads Generated through existing demand generation activities

• No. of qualified leads sent to sales

• Amount of sales pipeline generated by marketing leads

• Sales Close Rates

400%

5x

50%+

2x

For More Information

Resources

• Whitepaper, Email Marketing Goes Social

• B2B eBook, The Lead Management Workbook

• Social Study w/ full results coming July 7th

Upcoming/Recent Webcasts• Email Marketing Goes Social

– Engagement Marketing Channel– July 1st, 13:00 GMT

• In Search of the Ideal Send Time– Engagement Marketing Channel– Recorded on May 27th

• “No Cost” B2B Marketing Tactics That Deliver Leads– Silverpop Webinar Series (www.silverpop.com/marketing-resources)– July 2nd, 10 am PST

Contact and Q & A

• Will Schnabel– wschnabel@silverpop.com– Twitter: @wschnabel

• Silverpop– Info: www.silverpop.com/marketing-resources– On Twitter: @Silverpop/@SilverpopB2B– Presentations: www.slideshare.net/silverpop

Thank you!