B2B Event marketing using Email and Social media marketing
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21-Oct-2014 -
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Transcript of B2B Event marketing using Email and Social media marketing
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About Dave Chaffey
Best-practice advice & consultingwww.smartinsights.com
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CRITICAL factors for success
Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social
sharing Attributes – use of header and subject lines Landing pages – or microsites for events
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CRITICAL factors for success
Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social
sharing Attributes – use of header and subject lines Landing pages – or microsites for events
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Effective templates 2007?
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Effective templates 2012?
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Integrated event marketing needs an overall digital content strategy
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Creatin
g yo
ur
pu
blisin
g h
ub
Note: sharing shouldn’t be totally automated: You can’t automate human, social interactions.
Source: Social syndication tools
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Brain
storm
you
r co
nten
t op
tion
s
Source: Smart Insights - download
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Learning from Eloqua
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CRITICAL factors for success
Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social
sharing Attributes – use of header and subject lines Landing pages – or microsites for events
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Personas?Dynamic content insertion?
Do you use Personas?
Do you use dynamic content insertion for events?
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Build-in lead-scoring Lead scoring events:
Email click through +5 Downloaded asset + 20 Title given, up to +50 Total Employees number given, up to +15
Campaign assets 6 product tracks 7 whitepapers 2 case studies 8 forms 3 high value web pages
Source: Eloqua McAfee case study
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Usin
g em
ail auto
matio
nfo
r con
text
Source: Eloqua Sybase case study
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CRITICAL factors for success
Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social
sharing Attributes – use of header and subject lines Landing pages – or microsites for events
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Getting the sell-inform balance right?
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You need a“wall of
benefits”
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Email or blog post?
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Test position and form of hyperlinks
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CRITICAL factors for success
Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social
sharing Attributes – use of header and subject lines Landing pages – or microsites for events
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Reminders work Timing – 43% webinar subscribers within 24 hours
2 weeks out = 21 submissions Subject Line: Register Today
1 week out = 55 submissions Subject Line: There’s Still Time to Register
3 days out = 34 submissions Subject Line: Last Chance to Register
1 day out = 37 submissions (19%) Subject Line: You Have 24 Hours Left to Register
Day of Webinar (24%) 46 submissions -- Subject Line: You Have 30 Minutes
Left to Register
Source: Eloqua client published test
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CRITICAL factors for success
Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social
sharing Attributes – use of header and subject lines Landing pages – or microsites for events
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Multi-message campaign example - Company event
Jan Feb April
CRM product launch event
E-mail (E1-3)
Direct mail mailer (M1-4)
Mar
M1(15)
M2(14)
M3(16)
M4(11 )
E1(29)
E2(17)
E3(14)
Explanatory notes:1. Each list member received 4 mails and 3 e-mails unless they responded.2. Number of individuals who attended event from each ‘wave’ in brackets.3. Total list size unavailable.4. M1 generated 100 visits to site, E1 120 visits to site.5. Offer and creative varied for each wave.
Telemarketing (list creation)
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Integrate events into enews and social stream
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Search integration – generic or brand?
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CRITICAL factors for success
Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social
sharing Attributes – use of header and subject lines Landing pages – or microsites for events
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Involving attendees in the event
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Popular B2B Sharing sources
Source: Eloqua B2B Marketers
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Social outposts for your event(s)?
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Social integration - Twitter
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Social integration - Facebook
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Social integration - LinkedIn
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Social integration – Google+
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CRITICAL factors for success
Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social
sharing Attributes – use of header and subject lines Landing pages – or microsites for events
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Which part of the subject line matters most?
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CRITICAL factors for success
Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social
sharing Attributes – use of header and subject lines Landing pages – or microsites for events
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CRITICAL factors for success
Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social
sharing Attributes – use of header and subject lines Landing pages – or microsites for events
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Let’s Connect! Questions & discussion welcome
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