stefan tornquist research director marketingsherpa inc. email marketing.pdf · b2b email for lead...
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© 2001 – 2009 MarketingSherpa Inc. All Rights Reserved.
B2B Email for Lead Generation, Lead Nurturing and Customer
Retention
Stefan Tornquist
Research Director
MarketingSherpa Inc.
© 2001 – 2009 MarketingSherpa Inc. All Rights Reserved.
Today’s Session
• Context for B‐to‐B Email Marketing in 2009
• Creating and Targeting w/Compelling Content
• Best Practices for Growing Opt‐in Lists
• Q&A
© 2001 – 2009 MarketingSherpa Inc. All Rights Reserved.
Priorities for 2009
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Pain Points
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Marketing in 2009: More w/Less
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Today…and a Year Ago
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The Downturn: Email ‘Benefits’
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Lead Nurturing Tactics
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Lead Generation Tactics
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Problems w/Email? Look Internally
Large B2B: 36%
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Poor Attitude = Poor Email Programs
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Creating Great Email Content and its Role in Lead Generation
and Nurturing
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Nurturing Leads a Sore Spot
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Who’s it for? – Growing Committees
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Who’s it for? Segmenting by Stages
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Segmentation Matrix
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Benefits of Automation
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What Do They Want to Read?
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What Do They Want to Read?
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On Sharing Pricing…
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Best Practices for Growing Opt‐ins
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Opt‐in Sources: Volume vs. Quality
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A Lesson from Consumer Marketers
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Avoiding Banner Blindness
Source: MarketingSherpa and Eyetools, November 2007
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Design for Reality
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VS
The Number #1 Test
47% Lift
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27
Don’t Ask – They Won’t Tell
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Your Questions
Stefan Tornquist
Research Director
MarketingSherpa
© 2001 – 2009 MarketingSherpa Inc. All Rights Reserved.