canadian anti-spam legislation(casl) & new marketing strategies
DESCRIPTION
A Quick review of the Anti-Spam legislation, it's impact and the other sources of impact to some organizations mix in demand generation. New sales and marketing channels, and solutions are reviewed.TRANSCRIPT
Presenter: Dalia AsterbadiJuly 2014
CASL & NEW Marketing StrategiesBuilding Authentic Conversations & Engagement to Increase Earned Value
Relationship Management
Prospecting cannot be in ‘bulk’
Pressure on ROI
Look Beyond Numbers!
Community Engagement
Target List/Contacts
Context Authe
ntic
Conne
ctio
n
Existing Relationships – Leads or Contacts that are in ongoing transaction activity.
Customers/podcast subscribers
Non-Existing Relationships – Leads or contacts that are
not formally your customer, and are in the process of
communications.
Relationship Management & Overview
The 30 Seconds Guide to CASL “Compliance
Step 1: Inbound
Disclaimer
• Assets, Workflow on inbound outlets.
Step 2: Content &
Engagement• Tone Review
Step 3: Tools & Templates
• Disclosure
Step 4: Audit• CRM
Automation & internal actions
CASL “Approved” Strategies
Reduce Bulk Email (i.e DO NOT CALL List etc)
Value-Driven Permission & Segmentation
Dramatically shifting to Authenticity, Context, Connections
Segmentation
Consent
Disclosure
CASL Audit trails & CRM
Resources available @ www.whitecasl.com
• Automating the process• Workflow to minimize risk• Accountability is across
teams, not marketing only!
Resource:The Marketer’s Guide to CASL
SegmentationRelationship ManagementAuthentic flow
Companies with CASL Excellence
Relationship Tailored – Focused on Value
Peer to Peer Driven Relationship Responsible
NEW Marketing StrategiesCommunications & Prospecting
Keep core marketing strategies, remembering the goal is conversion, not getting an opt in
• Lists Purchasing• Prospecting cannot be in ‘bulk’• Third-Party Affiliates• Social Media Exhaustion
DON’TS
the next “advantage” to enriched ROI
1.
4.
3.
2.
Direct to Target 360 degree relationships
Brand Interest: Targeting, Content, channels etc
Channel Coverage/Persona Segments
Evangelism, local support
Relationship Management, the sweet spot between community engagement, targeted lists and context.
Implementation of a pure relationship social prospecting engine
Customized Community-based Insights
Customized Brand Segmentation
Persona Segmentations
Conversion Analysis
New Toolkit Requirements
Expanding the DB on the common insights and the buyers social Presence
Value Extension | Social Prospecting
Find Commonalities on location, groups,
presence etc
John “Champion”
Meet Miranda
Miranda is having a hard time with Retention ---She cannot rely on tactics to manage renewals.
Changing the sales process – one connection at a time!
Marketing AutomationCampaign ROI. Stage Validation. SQL vs MQL
RetentionCompetitive Takeout. Risk. Upsell. Stickiness. Adoption
DemandProspect Common Accounts. Qualify. Dead leads. Stand out. Relevant content
Daily Challenges!
Meet Miranda
Miranda is having a hard time with Retention ---She cannot rely on tacticsto manage renewals
Changing the sales process – one connection at a time!
Marketing AutomationCampaign ROI. Stage Validation. SQL vs MQL
RetentionCompetitive Takeout. Risk. Upsell. Stickiness. Adoption
DemandProspect Common Accounts. Qualify. Dead leads. Stand out. Relevant content
Daily Challenges!
CASL & NEW Marketing StrategiesRecapStep 1: Define your Contact FlowStep 2: Identify clear segments & review data requirementsStep 3: Build your tactical plan, pre July 1 and post.Step 4: Get your CRM ready.Step 5: Track your consent. Update your disclosure communications. (whiteCASL provides the most unique way to track sender/resender authentication tracking)Step 6: Introduce new methods into mixStep 7: Review MetricsStep 8: Know your Social Exhaustion limitsStep 9: Measure Results, not data pointsStep 10: Learn from high value contacts
COMMUNICATIONS WITHIN CANADA?
SOURCE OF RELATIONSHIP
STATUS
CONSENT AUDIT & LOOP
Your Business – How it can count – Wealth Management
You manage 100’s of thousands of households & Your marketing effort may be limited based on knowledge of your customer – Advisors have no window to access intelligence
realSociable can:Notify each broker when a client changes jobs or buys a new home
There is a Window of Opportunity to upsell but also connect and keep the relationship strong.
realSociable can:Let you know when there is a specific event one of your big clients is attending who may be a flight risk.
realSociable can:Allow you to preview twitter conversations your customer is having with another firm.
Business is social.
Thank you. Contact me* if you want access to the guides & resources:
1.647.821.9649 [email protected]
*You have my express consent to reach me ;)