email to lead in 10 days - tips from brighttalk
DESCRIPTION
Learn tips from BrightTALK marketer Kathryn Kilner for using email to distribute content, capturing the response and using that information to qualify leads.TRANSCRIPT
Email to Lead in 10 Days
2
@davepitta
Host
David PittaDemand Generation Marketing Manager
Presenter
Kathryn KilnerMarketing Manager@kkilner
Online Events Academy#OEAevent
PROGRAM
BrightTALK™ ONLINE EVENTS ACADEMY@brighttalk
3
Objective
Execute a live online event that generates qualified leads in 10 days
Day 1: Source database4
Leverage existing databases
Standardize data Tag data by source Keep data clean
Day 1: Source database5
Leverage data rental and purchase
Evaluate provider’s database building techniques
Estimate cost range from 10 to 50 cents per record
Expect bounce rates of 25% from most providers
Day 1: Source database6
Leverage partnerships
Initiate lead sharing agreement Align dual email
marketing efforts Coordinate dual post
event campaigns
Day 2: Segment database7
Segmentation strategy
Cold data
Industry Job title/function Company size/revenue Geography
Day 2: Segment database8
Segmentation strategy
Warm data
Based on recipient actions (opens/clicks)
Progressive content drip based on consumption
Day 3: Create assets9
Day 3: Create assets10
0 - 1
5 m
in.
15 -
30 m
in.
30 -
45 m
in.
45 -
60 m
in.
60 -
75 m
in.
75 -
90m
in.0
10
20
30
40
50
60
70
80
90
Average number of event atten-dees by webcast length in fi-
nancial services
Live On demand
Webcast length
Av
era
ge
nu
mb
er
of
vie
we
rs
0 - 1
5 m
in.
15 -
30 m
in.
30 -
45 m
in.
45 -
60 m
in.
60 -
75 m
in.
75 -
90 m
in.
90 -
105
min.
0
20
40
60
80
100
120
140
160
180
Average number of event at-tendees by webcast length in
technology
Live On demand
Webcast lengthA
ve
rag
e n
um
be
r o
f v
iew
ers
Source: BrightTALK™ data
Sun Mon Tue Wed Thu Fri Sat0
500
1,000
1,500
2,000
2,500
3,000
3,500
Viewings by day of the week for 2010 financial services webcasts
On demand Live
Nu
mb
er
of
vie
win
gs
Day 3: Create assets11
Sun Mon TueWedThu Fri Sat0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Viewings by day of the week for 2010 technology webcasts
On demand Live
Nu
mb
er
of
vie
win
gs
Source: BrightTALK™ data
Day 3: Create assets12
12:0
0:0
...
2:0
0:0
0 A
M4:0
0:0
0 A
M6:0
0:0
0 A
M8:0
0:0
0 A
M10:0
0:0
...
12:0
0:0
...
2:0
0:0
0 P
M4:0
0:0
0 P
M6:0
0:0
0 P
M8:0
0:0
0 P
M10:0
0:0
...
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Viewings by hour of day for financial services
Live On Demand
Hour of day (viewer's local time)
Nu
mb
er
of
vie
ws
12:0
0:0
0 A
M2:0
0:0
0 A
M4:0
0:0
0 A
M6:0
0:0
0 A
M8:0
0:0
0 A
M10:0
0:0
0 A
M12:0
0:0
0 P
M2:0
0:0
0 P
M4:0
0:0
0 P
M6:0
0:0
0 P
M8:0
0:0
0 P
M10:0
0:0
0 P
M
0
5000
10000
15000
20000
25000
30000
Viewings by hour of day for technology
Live On Demand
Hour of day (viewer's local time)
Nu
mb
er
of
vie
ws
Live On demand
Source: BrightTALK™ data
Day 3: Create assets13
Branding
Site navigation & related content assets
Call-to-action buttons
Social profiles
BackgroundAnalytics & marketing automation tracking
Keyword-rich text
Keyword-rich text
Event player available forlive & on-demand viewing
Day 4: Execute email campaign
Configuration Management: Forrester, BCS CM Specialist Group, Lloyds TSB & more
Kill the CMDB?0
100200300400500600700800900
Aggregate Unique Opens by Subject Line
Configuration Management: Forrester, BCS CM Specialist Group, Lloyds TSB & more
Kill the CMDB?0
20406080
100120140160180200
Aggregate Clicks by Subject Line
14
Day 4: Execute email campaign15
Day 4: Execute email campaign16
Day 4: Execute email campaign17
Context
Issue
ValueAction
Action
Action
Day 4: Execute email campaign18
Be diligent
Federal Trade Commission rules Be honest in header information Reflect content of email in subject lines Identify the message as an ad Include physical street address Provide obvious way for recipients to opt out
of receiving future emails Honor all opt-out requests immediately Monitor what others are doing on your behalf
Source: http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
AA B C D
Name:Company:
Title:Phone:Email:Level:
Company size:Industry:Country:
State:Zip:
Objective:Originating URL:
John SmithVirtualizedData Center [email protected] techUSACA94105Lead generationhttp://events.partner.com
Viewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20
Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?
Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage
Feedback:Great presentation!
Rating4 / 5
Demographics: 50%
Meets target geo, industry,
and company size and BANT questions
Consumption: 15%
Extra points for viewing multiple
events and above average duration
Engagement: 10%
10 points for question
Interactivity: 15%
5 points for participating
1-5 based on answer
Sentiment : 10%
1 point per star
5 points for feedback
DCBA B C DA
A B C D
A
Day 5: Plan post event campaign19
Online event lead scoring methodologyDemographic scoring Behavioral scoring
Day 6: Review presentation20
Create compelling slides
Develop a theme Follow brand guidelines Use consistent font and font size Align text Proofread
Day 7: Host practice webcast21
Practice, practice, practice
Know user interface Check voice quality Understand question tool Set up polls Review event pace
Day 8: Execute 24 hour email
Source: BrightTALK™ data
22
Day 9: Host live event23
Live event day
Prepare the room Prepare yourself Tell a good story Enjoy
Day 10: Launch campaign24
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email invitation
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asset transition
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sales call-to-action
Asset
Asset
Asset
Asset Asset
T I M I N G T I M I N G
Launch post event campaign
Summary25
DAY 1 Source database DAY 2 Segment database DAY 3 Create assetsDAY 4 Execute email campaignDAY 5 Plan post event campaignDAY 6 Review presentationDAY 7 Host practice webcastDAY 8 Execute 24 hour emailDAY 9 Host live event DAY 10 Launch (post event) campaign
26
Questions
27