Tuesday, February 26, 2013

Reminder Emails About Reminders


Tracking a lead’s activity is easy using Marketing Automation. And while tracking inactivity is just as easy, it can be even easier to annoy those that don’t respond by reminding them to respond. And then reminding them to respond to your reminder. And finally reminding them there is still time to respond to your last 3 reminders. Yikes, you see where this is going.

Example:
  • You send out an email with a special offer.
  • After 3 days you send the same email with a different Subject Line to those who didn’t respond.
  • 5 days later you send a “Still Time” to those who still haven’t responded.
  • 7 days later you send a “Last Chance” email to those who haven’t yet responded.

At best, you are training your by now catatonic leads to actually ignore the first few emails, knowing they will be receiving reminders as a deadline approaches. Once they are trained to ignore certain emails however, it won’t be long before the rest of your emails start to get ignored.

At worst, you are probably annoying leads that aren’t responding for a reason. Maybe it’s the wrong product or wrong person or wrong time.

Now if you work for a large enterprise, with multiple BUs, imagine what would happen if your leads get bombarded with multiple reminder emails from multiple campaign from multiple business units. How would you feel if you received 6 reminder emails, all related to different offers, from the same company, on the same day! It happened to me. I unsubscribed.

 Recommendations:
  • If you only send one email campaign every quarter, then reminder emails are completely appropriate. But if you’re like many clients and send campaigns weekly or even monthly, use Reminder Emails strategically.
  • Don’t include them as routine steps in your campaign template, otherwise you will definitely train your leads to ignore the originals over time. Use reminder emails where they really matter. The big stuff.
  • Make sure someone controls the overall volume and timing of emails from all sources within your company. Gating the flow of emails can get complicated with hierarchy rules, but at its simplest, It’s easy to create a little program that checks to see whether someone has received any marketing email within the last X days and if so, the campaign only sends the current email when the answer is no. This mandates a small break between the consistent onslaught (er, I mean flow) of emails.
  • Finally, get proactive about motivating people to update their preferences. This should cut down on having to rely on reminders in the first place. It’s a hard sell to get someone to actually go to the trouble of updating their preferences, but if you make it worth their while, everyone wins. Knowing which content a lead has chosen as relevant is worth double its weight in gold, so make sure the reward for divulging this vital info is of equal value. A new car perhaps? jk.

BTW: Sending an email reminding people to respond to reminder emails requesting they update their preferences usually doesn’t work :)



Steve Kellogg
Eloqua Certified Marketing Automation Best Practices Consultant, Astadia


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Thursday, November 15, 2012

Content Positioning: Preventative or Pain Relief?

Did you know the average American spends almost twice as much on pain remedies than on vitamins each year? It's even higher when you factor in prescription pain remedies.

Now remember, I said the "average American". I know you health nuts are cringing right now.

But it makes sense. I know I am more focused on alleviating any current pain than on preventing future pain. And I would consider myself health-conscious.

For example, I am far more likely to reach for an Advil if I have a headache, than to reach for a vitamin if I do not have a headache.

So if this is true for people on a personal level, might they carry this preference with them when making business purchases?

Which is the truer statement at your company?

"Of course we don't look busy. We put the right systems and processes in place the first time". (Preventative)

"Of course we're busy. We have to manage all the incompatible systems that keep breaking". (Pain Relief).

In our experience as consultants, we hear the 2nd statement far more often that the first.

So if your conversions are getting stagnant, try positioning your content more on how your product or service alleviates existing pain and less on how your product or service prevents future pain. See if you don't get a higher conversion. As an added bonus when focusing on alleviating pain, you also get the added advantage of urgency that you don't get otherwise.

BTW: The average American purchases only 1 bottle of vitamins a year. Just sayin...



Eloqua Certified Marketing Automation Best Practices Consultant, Astadia


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Sources: Consumer Health Products Association, http://weighttraining.com, http://reportllnker.com

Monday, June 25, 2012

Why Funnel is Good for you


Without a formal lead funnel model in place, marketing might think they are serving quality leads to sales, yet sales thinks the leads generally stink.

Recent B2B trends in lead management have sparked an updated funnel model from our friends at SirusDecisions. Watch as we dissect the new model and evaluate how and why a formal lead funnel model can bring your sales and marketing teams even closer together.

To watch the video, click here.


Steve Kellogg
Certified Marketing Automation Best Practices Consultant


Tuesday, June 19, 2012

We All Want It and We All Want It Now!


 You’ve labored for months, maybe even years, working at a large enterprise company in finally securing budget to purchase your Marketing Automation Tool. 

Despite all the internal challenges, approval hoops, endless committee meetings and ROI calculators, it is finally, finally a reality. Not only is it approved but the shiny new tool is now installed! It’s been a long, long road but it’s time to celebrate!

But wait.  Even before the champagne stops bubbling it starts. Word gets out. Suddenly C-Level wants it, sales divisions all want it, every marketing division and business unit wants it, APAC wants it, Latin America wants it, EMEA wants it, partners, distributors and resellers all want it…in short, now everyone wants it. And they all want it NOW. In fact everyone is suddenly desperate to start using it.

SCENARIO 1:

You start by kindly saying NO. You explain that you need time to formulate new processes, provide training, manage the change. But no one takes NO for an answer.

“These are desperate times and we NEED it NOW!”, is the mantra from above and below. So after constant bombardment and pressure, you finally give in and (gulp) release it to the world. You are everyone’s best friend.

Fast forward 1 year later…

The data apocalypse takes up permanent residency, making a huge mess. Bad data is overwriting good data. Data is deleted. CRM integration is full of errors and unresolved failures. Divisions upload bad lead lists because they can no longer nurture and grow their own. Hard bounce rates go through the roof. Deliverability is down the drain. Files are all over the place, with new folder structures appearing daily.  What’s left of the good database is being bombarded with multiple emails from multiple divisions offering multiple deals. Subscription management is nonexistent as no one could ever agree on the right process. Unsubscribes are rampant. No one knows where to allocate budget. Sales and marketing no longer have confidence in the tools they used to use. Sales must revert back to the old days of mostly cold calling, prospecting for leads. A global Marketing Automation “Do-Over” is eminent. You have moved on.


SCENARIO 2:

You somehow manage to hold your ground. No means NO. You launch the tool systematically one division at a time. You work out the kinks. You fully vet the scoring and nurturing programs. You evaluate the CRM integration for effectiveness. You wait until sales enablement tools are up and providing value. Only 1 division is best friends with you.

Fast Forward 1 year later…

Data is standardized globally. Checklists and processes are consistent. Dynamic content is maximized. Training is routine. The global marketing calendar is monitored, measured and analyzed to constantly improve message relevance and value. Sales and Marketing adore each other. Revenue goals are exceeded. Budget allocations are a no-brainer. You are everyone’s best friend (and hero). Three other companies want to hire you.

Summary:

Trust your instincts. Don’t give in and don’t give up. Ask anyone who has lived through Scenario 1. They will usually start the conversation by saying…”if there was one thing I should have done differently…”

Steve Kellogg
Certified Marketing Automation Best Practices Consultant

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Wednesday, June 6, 2012

2 Great Examples of Custom Email Subscription Centers


How do you provide email subscription choices without overwhelming users with a huge list of options? I walk you thru 3 great examples of custom email subscription preference pages.

Watch the video here: http://www.crowds2crowds.com/marketing-operations.html




Learn more about Marketing Operations

By Steve Kellogg
-Demand Generation/Marketing Automation Consultant, Astadia
-Eloqua Certified Marketing Automation Best Practices Consultant


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Tuesday, May 22, 2012

Revenue Attribution Demystified

http://crowds2crowds.com/romi.html
Why is revenue attribution so painful? Because it's complicated! Learn successful methodologies, what other B2B companies are doing, gotchas and best practices in this short but very informative video.




Learn more about Marketing ROI

By Steve Kellogg
-Demand Generation/Marketing Automation Consultant, Astadia
-Eloqua Certified Marketing Automation Best Practices Consultant

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Wednesday, February 15, 2012

B2B Form Submitter BILL OF RIGHTS

Forms are arguably a necessary evil in the world of B2B marketing. Sure you can give your assets away, but that's a conversation for another day.

For now, let's assume you do want a form. Watch this quick 60-second video and learn the Top 5 B2B Form Submitter BILL OF RIGHTS. Its funny, but true!




Visit my brand new website and learn more about form optimization.

Steve Kellogg
-Demand Generation/Marketing Automation Consultant, Astadia
-Eloqua Certified Marketing Automation Best Practices Consultant

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