how to use content marketing and advanced segmentation to re-engage a dormant database

DemandGen EMEA: Generation Webcast #10

Case Study: ECI Telecom : How to use content marketing andadvanced segmentation to re-engage a dormantdatabase

Renee Himelhoch ChemelSr. Marketing Manager,Global ProgramsECI Telecom

John SweeneyCustomer Success DirectorDemandGen UK

March 14th 2012 (10amUK/11am CET)

Twitter #MARKOPS

John SweeneyCustomer Success DirectorDemandGen UK

• John.sweeney@demandgen.com

• DDI: +44 207 096 1835

• www.demandgen.co.uk

• L “B2B Marketing Automation UK”

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Laying the Groundwork for a Great First DateHow to use content marketing and advanced segmentation to re-engage a dormant database

Renee Himelhoch ChemelSr. Marketing Manager, Global Programs

The company ECI Telecom

The marketplace

B2B telecom market, 12-18 month complex sales cycle

The product Network infrastructure solutionsfor telecom providers

The channel Automated email marketing subscription re-engagement

The campaign objective

Start conversation in order to put into nurturing

Case study background

Dormant database Existing tactics ineffective Already spent budget to get

these inquiries Opt-in already

Costs 5x more to find new lead – then re-engage existing one

If do nothing – real waste

The challenge

Re-engage these existing leads at low cost

Leads that already exist are of higher quality – then picking up someone new

Need to entice them with some incentive

The goal

The goal

Name Address

P.number E mail

David

Jacob Sit

Danny GatGordon Ron

Barney Clean

132, Bridgtown BG23 4YZ England

101, Oak Da91 1KE California

83733041193655

02322354877600

Jacob@gmail.com

by513@domain.com

Missing

Missing

Missing

Missing

Missing

Missing

Missing

Missing

Missing

Getting ready for your first date

Find right incentive

Fill in missing details

Put your best foot forward

Look your best

Step 1

Step 2

Step 3

Step 4

1 2 3 4

Result: Found the right incentive to re-ignite engagement

What is the enticing call to action?How will you use that to re-engage your database?

1

Result: Spark was created

How do you put your best foot forward? You only have one chance to make a great impression.2

Result: Look different than the day-to-day; making you feel different

How to put it all together with the right finishing touches.3

Result: With the right answers segmentation was complete

What questions should you be asking?

What kind of food do

you like?

What’s your

hobby?

Where did you go to

school?

How old are you?

What do

you do in

your

spare

time?

What is

your

favorite

color?

What is your sign?

Where were you

born?

4

SEND

1st date

Great first date

Find right incentive

Step 1

1

Great first date

Put your best foot forward

Step 2

2

Great first date

Look your best

Step 3

3

Great first date

Fill in missing details

Step 4

4

Great first date

Look your best

Step 3

3

Great first date

Look your best

Step 3

3

Great first date results

Emails Received

Opens Open Rate (%)

Click-Through

Visitor Click-

through Rate (%)

Form Submits

Click-through to Conversion Rate (%)

19674 2496 12.68% 975 39.06% 370 37.95%

%%

Bad first date

Find right incentive

Step 1

1

Bad first date

Find right incentive

Step 1

1

Bad first date results

Emails Received

Opens Open Rate (%)

Click-Through

Visitor Click-

through Rate (%)

Form Submits

Click-through to Conversion Rate (%)

19627 519 2.64% 54 10.40% 17 31.48%

%%

Another great first date

Find right incentive

Step 1

1

Another great first date

Put your best foot forward

Step 2

2

Another great first date

Look your best

Step 3

3

Another great first date

Fill in missing details

Step 4

4

Another great first date results

Emails Received

Opens Open Rate (%)

Click-Through

Visitor Click-

through Rate (%)

Form Submits

Click-through to Conversion Rate (%)

31743 4568 14.39% 654 14.32% 378 57.80%

%%

Pre-date checklist

Find right incentiveContent

Fill in missing details

Segmentation

Put your best foot forward

Power of subject line

Look your bestDesign and

implementation

Step 1

Step 2

Step 3

Step 4

1 2 3 4

Pre-date checklist

Find right incentiveContent

Fill in missing details

Segmentation

Put your best foot forward

Power of subject line

Look your bestDesign and

implementation

Step 1

Step 2

Step 3

Step 4

1 2 3 4 Nurturing Program

Top takeaways

Find the best incentive – content

Top takeaways

Find the best incentive – content

Make the best impression – make your audience take notice and want to know more

Top takeaways

Find the best incentive – content

Make the best impression – make your audience take notice and want to know more

Segment in order to push inquiries through funnel to revenue

Thank you!

Renee Himelhoch Chemelrenee.chemel@ecitele.com

Reinhard JanningCEO – DemandGen Europe

Next Webcast: Marketing Automation #11

Generating revenue from Inbound Marketing and Social Media”

Apr 12th - 1pm UK/2pm CET