Successful B2B marketers are improving their email campaign results by sending the right email to the right person at the right time. Improve your top of funnel timing & targeting by watching this #LLS16 webinar as guest speakers Matt Heinz of Heinz Marketing and Emily Wingrove of Social123 share techniques for optimizing email campaign conversions: http://dg-r.co/2aMIMA0

1. #LLS16
Use Cases For Optimizing Email
Campaign Conversions
SPONSORED BY:

2. #LLS16
Follow This Webinar On Twitter
#LLS16
Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Social123: @social123
Emily Wingrove: @EmilyMariaaa
Matt Heinz: @HeinzMarketing

3. #LLS16
From TOFU to MOFU to BOFU to Close
www3.demandgenreport.com/lls16

4. #LLS16
About Demand Gen Report
• Tracking strategies and solutions in lead
generation and marketing technology
since 2007
• Daily news and analysis, special reports,
original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists

5. #LLS16
Questions, Tweets & Resources
Submit your
questions here
Download
today’s resources
Join the conversation
#LLS16

6. #LLS16
Panelists
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report
Matt Heinz
President & Founder
Heinz Marketing
@HeinzMarketing
Emily Wingrove
Director of Marketing
Social123
@EmilyMariaaa

7. 6 Key Considerations For Improving
Email & Outbound Campaigns

8. #LLS16
The Power Of Email Marketing
• One of the most effective ways to
reach professionals
• 77% of B2B marketers say email is
TOP channel for driving leads
(Demand Gen Report’s 2016 Demand Generation
Benchmark Survey)
• Email is engrained in the workday
and is primary means of
communication

9. #LLS
The Power of Email
70%
Internet users in US
cite email as the
preferred
communication
channel with
businesses
20%
Marketers’ primary
revenue source is
linked to email
73%
Marketers say email
marketing is core to
their business

10. #LLS16
So… Where Do You Begin?
What goes into a campaign?
• Message Strategy
• Content
• Graphics
• Layout
• Call to Action/Offer/Incentive
ALL are
dependent on the
audience/s.

11. #LLS16
Start with AUDIENCE

12. #LLS16
Data Is The Foundation Of Email Strategy
Your email marketing strategy is only as good as the data you possess

13. #LLS
Database Challenges
82%
B2B marketers that don’t have a
solid database strategy
Data quality issues
56%
B2B marketers that say there is
room for significant improvement
in database strategy
Top Reason:
outdated or expired
contact data

14. #LLS
6 Data Considerations
#2
Email marketing
strategies and campaign
planning guidelines
#1
Data sourcing
and data
quality
#4
Integrating advanced
marketing strategies
with email
#5
Deliverability
and data
governance
#3
Segmentation
strategies for
personalized
messaging
#6
Measurement and
campaign analysis

15. #LLS16
Data Sourcing And Data Quality
• Be VERY careful in the data partner
selection process
• Tradeshow/webinar/event leads
• BEWARE the field mapping and
overwriting
• 25% - 26% annual decay
• Ongoing maintenance plan

16. #LLS16
Data SourcingAnd Data Quality
• Goal: Enrich existing contact records and
identify new targeted prospects
• Solution: Database provider enlisted to enrich
the existing data and find new relevant
contacts. Keep records refreshed moving
forward.
Customer Example

17. #LLS16
• Target By Group. IHS was able to use behavior driven
prospect data beyond title and job function
• Job History Data: Score better match rates and targeting
using a "resume" approach.
• Receive Real-Time Updates: Refresh new information in
CRM for improved append rates.
Data SourcingAnd Data Quality
Customer Example

18. #LLS16
Email Marketing And Campaign Planning
• Set clear objectives that are specific
• Choose data sources wisely
• Craft relevant messages and compelling
CTAs
• Segment target list
• Determine communication channels
• Follow up post campaign to see what's
working

19. #LLS16
Segmentation Strategies For Personalization
• Personalizing the buyer journey
• “Show me you know me”
• Field inventory
• Be data-hungry
• Characteristic data points
• Behavioral data points
• Firmagraphic data points
• Installed technologies

20. #LLS16
IntegratingAdvanced Marketing Strategies
“Email marketing is not an island, entire of itself” -Emily Donne
TargetedAds
Advertising
Events/Tradeshows Email Direct Mail
Webinars
Video Social Media Thought Leadership
Content

21. #LLS16
• Goal: To attract high-value prospects to multi-city
industry events
• Solution: Email targeting with better data
IntegratingAdvanced Marketing Strategies

22. #LLS16
Persona Targeting
 Location: Chicago and Boston.
 Industry: Modern, technologically-savvy organizations—such as software,
hardware and tech services companies—with a high propensity to practice
sophisticated marketing.
 ABM Job Functions: Marketing, sales, customer success. These become the
personas for message targeting.
 Job levels: Director, VP- and C-level executives.
 Technographics: Group members and users of marketing automation and CRM.
IntegratingAdvanced Marketing Strategies

23. #LLS16
• Using a series of email touches, augmented by display
advertising, phone outreach and social media:
TERMINUS ATTRACTED
11
OF THEIR TOP TIER ACCOUNTS TO
THE FIRST 2 EVENTS
TERMINUS GENERATED
19
OPPORTUNITIES FROM THOSE
DESIREABLE ACCOUNTS
Email Targeting Results

24. #LLS16
Customer Example
• Segmented list for targeted pre-
event email campaign
• Worked with data provider to
clean and enrich data
• Show leads integrated with
CRM
• Sales team prioritized follow up
“The data is an important
decision-making tool.”
- Brianna Dinsmore, Head of Demand
Gen, Weebly

25. #LLS16
Deliverability
Check your email reputation with
Senderscore
Use one or more email authentication
methods
Be aware of Canadian anti-spam
legislation (CASL)
Analyze the domain distribution of your
list

26. #LLS16
Measurement And Campaign Analysis
• Common Metrics:
– Opens & Clicks
– Bounces & Unsubscribes
– Conversion (downloads, form fills)
– Conversion to qualified lead
– Revenue per thousand
• Select metrics as far down the funnel as possible

27. #LLS16
Takeaways
• A solid data strategy is the best foundation for effective
email marketing campaigns.
• Data quality is a crucial component in order to reach the
right customers with relevant messages.
• Targeting to specific segments leads to better engagement.

28. @Social123
@DG_Report
@HeinzMarketing
Thank You!

29. #LLS16
Q&A / Panelists
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report
Matt Heinz
President & Founder
Heinz Marketing
@HeinzMarketing
Emily Wingrove
Director of Marketing
Social123
@EmilyMariaaa

30. #LLS16
Thank You For Attending
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