taking email marketing offline to maximize results
TRANSCRIPT
Taking Email Marketing Offline
to Maximize Results
An Act-On Customer Success Story
August 25, 2011
Taking Email Marketing Offline
to Maximize Results
An Act-On Customer Success Story
August 25, 2011
Guest Speaker
Harriet SchneiderDirector of Marketing Services
CMS SOLUTIONS
About CMS Solutions:Operational Marketing Strategies
• In Business Since 1980 (CMS Solutions Marketing company since 2008)
• Located in the USA (St. Louis Missouri)
• 110 Employees (65 Call Center Representatives)
• Act-On Customer (Since 2008)
• What We DoOperational Marketing/Lead Generation/Sales Support company
Help clients achieve step-by-step lead generation processes that track and
measure: 1) improvement, 2) sales growth, and 3) profitability
Utilize unique capabilities in e-marketing, database management, sales process
engineering and tele-prospecting call campaigns using our trademarked methodology
– Power of NO2 Call System™.
CMS Approach
Life of the Lead
The Life of a LeadFrom Contact to Customer
Contact
• Begins as a database
contact in a CRM
(Large Quantity – Lack of
Qualification)
Suspect
• Exported by segment
into Excel for
eMarketing campaign
(Still unqualified but narrowing
the field to certain parameters)
Prospect
• Narrow suspect list
to include only most
likely prospects
(by watching behaviors
such as Opens, Clicks,
Forwards.)
The Life of a LeadFrom Contact to Customer
Customer
• Prospects become
customers.
Customers buy
more; sometimes
make referrals.
Referral
• And referrals
become new
contacts. And the
process begins all
over again.
Contact
• A new contact in
our CRM.
By the WayWhat is a Lead?
Contact
• Information helps
lead move from
contact to suspect.
Prospect
• Suspect to prospect.
Customer
• And prospect to
customer.
LEAD LEAD
INFORMATION
CMS Approach
Taking eMarketing Offline
Tweet w hashtab #stopdark
Traditional eMarketing
Set up a campaign..
Launch..
Wait for results..
Traditional eMarketing
CMS ApproachOperational Marketing Strategies
Call System (Featuring the Power of NO2 Methodology)
eMail Marketing (Drips, eNewsletters)
Database Consulting
Sales Process Re-Engineering
Integrated Tactics Create Strategy
Operational eMarketing:Leverage Robust Marketing Platform
Reporting
Functionality
Templates
Where does
Act-On fit in?
The CMS Approach:Using Act-On
Traditional
eMarketing
4 CMS
Operational
Components
Better
Conversion &
Better Pipeline+ =
Operational eMarketing:Taking eMail Marketing Offline
1. Measurable
Operational Components.
Operational eMarketing:Calls to Action
2. Behavior-Driven
Operational Components.
Operational eMarketing:Proactive vs. Reactive
3. Proactive
Operational Components.
Operational eMarketing:Maximizing Results
4. Integrated
Operational
Components.
CMS Approach
Campaign Examples and Results
Taking eMarketing Offline
1. eMarketing from Act-On Reports (opens, clicks)
2. Trade Show Follow-Up
3. Sales Activities
4. Client Database
5. Researched Prospecting List
6. Purchased Prospecting List
6 Typical Call Campaigns.
11.38%
12.62%
11.36%
8.46%
10.32%9.79%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
eNewsletter Opens
Tradeshow Cards
Sales Activity Client Database
Researched List
Purchased List
Contact Rate in Call Center
Contact Rate
Measuring Success:Contact Rate
eNewsletter Opens
Tradeshow Cards
Sales Activity Client Database Researched List Purchased List
FTD% 0.63% 1.53% 0.33% 0.30% 0.20% 0.11%
SH% 4.45% 1.44% 1.40% 1.24% 0.66% 0.30%
Total Leads 5.08% 2.96% 1.73% 1.61% 0.86% 0.41%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Lead %s in Call Center
Measuring Success:Lead Percentages
eNewsletter Opens
Tradeshow Cards
Sales ActivityClient
DatabaseResearched
ListPurchased List
Cost/Lead $19.67 $35.06 $57.84 $61.95 $116.27 $242.13
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
Cost/Lead in Call Center
Measuring Success:Cost Per Lead
April 7 April 13 April 27April 20
Measuring Success:Website Traffic
In Summary
You Can Take it Offline!
• Empower yourself with an integrated platform.
• Utilize online reports, metrics and tools to drive
offline call campaigns and follow-up.
• Focus on prospects raising their hands – opens,
clicks, website visits, downloads.
• Let your sales team engage at most opportune
time for closing sales.
• Recycle leads not yet ready back into your
eMarketing efforts.
Act-On Partnership for SuccessRobust eMarketing Platform
CMS Early Act-On Adopters
Impact on Act-On Platform
Driving CMS Business Model Dan DemasDirector of Customer Success
Shawn NaggiarVice President of Sales
Tools to Make it HappenAct-On Marketing Platform
World Class E-Mail
Marketing Core and
Deliverability
• 3rd Generation Email
• No Extra Cost for
Deliverability
Complete Set of Tools
on One Platform
• Drip, Web Analytics,
Landing Pages, Forms,
Scoring, CRM Integration,
Social Media, Reporting
and More…
• Focus Usability, Simplicity
and Manageability
Approach and Terms
that Work
• Start Simple, Automate
at Own Pace
• Affordable Pricing; Month-
to-Month Contracts
• Live Customer Support –
At No Additional Costs
Next Steps:Tremendous Opportunity
Learn More About Act-On
•Join Weekly Demo: www.actonsoftware.com
•Request 1x1 Demo: [email protected] or
(877) 530-1555
Learn More About CMS•Log on To: www.powerofcms.com
•Contact: (866) 559-5296 or
Within 24 hours – email to request recording,
slides and more!
Leave You With Life of the Lead