how to use content marketing and advanced segmentation to re-engage a dormant database
DESCRIPTION
Renee Chemel provided examples of successful (and not so successful) re-engagement campaigns.Live recording on http://www.brighttalk.com/webcast/43/41435TRANSCRIPT
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
• 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
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
Reinhard JanningCEO – DemandGen Europe
Next Webcast: Marketing Automation #11
Generating revenue from Inbound Marketing and Social Media”
Apr 12th - 1pm UK/2pm CET