taking email marketing offline to maximize results

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: sales@actonsoftware.com or

(877) 530-1555

Learn More About CMS•Log on To: www.powerofcms.com

•Contact: (866) 559-5296 or

harriets@powerofcms.com

Within 24 hours – email to request recording,

slides and more!

Leave You With Life of the Lead