From eNewsletters to Email Marketing that Drives Sales

Welcome! We’ll get started injust a few minutes.

Introduction

• Craig Klein

• SalesNexus Founder and CEO

• 20+ years as Sales Leader in

Energy and Technology

Your Interests?

• 50% looking to warm up sales leads and

connect w/ Sales people.

• 75% emailing once per month or less often

• 64% have a CRM

• 47% have an email marketing solution

The SalesNexus Solution

• Sales CRM – built by sales people for sales

people

• Unlimited Email Marketing – easy enough for a sales

person and powerful enough for pro marketers

• Unlimited Proactive Support

• Free B2B Sales Contacts via LeadFerret.com!

Grow Sales with Emails7 Easy Ways Sales Teams Win with Email Marketing

Free ebook available at salesnexus.com

Why do you read email?

1. To stay up to date and informed

2. To learn about new opportunities

3. To stay in touch with friends, colleagues

You’re not a spammer if you’re

informing your customers about things

they care about!

Give to Get

What NOT to do…

1. Don’t pitch your product or service

2. Don’t tell them why your company is

better

3. Don’t offer discounts

Subject Line is Job 1

• Before the email is ever seen, it’s deleted

if the Subject is not interesting

• Test, measure and adjust

Example – campaign opens and clicks

The X Factor

• Prospects go through the funnel

• A few turn into Clients

•What about the rest?

The X Factor

• They’re thrown away!

• Close 20%

• Throw away 80%!

• Follow up “slips through

• the cracks.”

Increase Sales by 10%

• 100 leads each month, 20 orders

• 80 don’t close

• In 6 months, 480 “dead” leads

• 4 additional orders each month!

Know Your Audience

1. Fit the demographics of your prospects

2. Want or need a product like yours

3. Interested in YOUR product

4. Customer of yours

Marketing Personas

• Why is the purchase a MUST NOW?

• How do I justify the purchase?

• What made me start looking?

Develop Your Persona

• Demographics – gender, assets, income,

location, age, education

• Pain

• Technical – functional needs

• Business – staffing, revenue,

expense, profit

• Personal – family, future, career,

dreams, fears

Marketing Personas• Why is the purchase a MUST NOW?

• Business or Personal Pain

• How do I justify the purchase?

• Technical or Business Pain

• What made me start looking?

• Technical or Business Pain

Pain ExamplesTechnical Pain

“My notebook crashed!”

Personal Pain

“I can’t finish the report due tomorrow and I may not get

a raise.”

Technical Pain

“My 1995 Toyota needs $2,500 in repairs!”

Personal Pain

“I’ve been late to work three times this month.”

Pain Examples

Business Pain

“Sales staff turnover is too high, costs are up and

sales are off.”

Personal Pain

“I’m spending too much time recruiting and

training and not enough making deals, my income

is off and my wife and I were planning some

renovations”

Pain Examples

Business Pain

“We’re introducing our service to a new market.”

Personal Pain

“My bonus is tied to our penetration of this market

and I’ve got a kid starting college in the fall.”

Email Components

• Subject Lines – Technical Pain

“There’s an App for Everything – Do you

have one?”

• Calls to Action – Business Pain

“Join our webinar – ‘6 Steps to Affordably

Building Apps’”

• Copy – Personal Pain – the story

“…stoggie old bank attracts Gen X with

iPhone app…”

Email Components

• Keep it brief.

• Focus on Subject Line and Call to Action,

not graphics.

• Give them just enough to make them

want more.

• Examples!

Campaigns, Not Blasts

• Broad campaign – series of emails

targeting varying Personas

• Calls to Action non-commital

• Free report, watch video,

interesting article, case study

• Opens/Clicks go on more specific

campaigns drilling down to business

pains and stronger calls to action

Campaigns, Not Blasts

• Vary Subjects and Calls to Action to

Group Prospects into Segments and Drill

DownEmail 1

Email 2

Email 3

Email 4…

Open/

Click

Magnify Pain

Goal

Campaigns, Not Blasts

• Vary Subjects and Calls to Action to

Group Prospects into Segments and Drill

DownEmail 1

Email 2

Email 3

Email 4…

Open/

Click

Magnify Pain

Goal

Open/

Click

Magnify Pain

Goal

Open/

Click

Magnify Pain

Goal

Open/

Click

Magnify Pain

Goal

Example

• Sales Management Coaching Program

• Objective – 30 CEOs attend a breakfast to

learn about program

Example - Broad Campaign

• 1 – “Sales Managers Typically Leave after

4 Years” - “Read article – ‘5 Reasons

Sales Managers Move On”

• 2 – “Top Producers Don’t Make Good

Sales Managers” – “Read article – ‘3 Ways

Top Producers Self Destruct as Sales

Managers”

• …

Example – Open/Click Campaign

• 1 – “Do you have the right sales

manager?” - Video – “Chet Holmes – Key

Traits of Great Sales Managers”

• 2 – “Great Sales Teams Start with Great

Leadership” – “Invite – Personal Invitation

to Breakfast Meeting”

Editorial Calendar

• Choose the important pains

• Most compelling

• Most common

• Schedule time to write, interview, etc.

• Keep it simple

• Test, Measure and Adjust

Create Content Your Customers Love

• What are you an expert at? What do only

experienced buyers know?

• Record yourself on the phone, imagine

talking to your brother in law

• Schedule time and focus on writing, etc.

• Tell Stories – customers, horror stories,

save them money!

• Make it Fun – for yourself and your

“audience”!

Calls to Action that Qualify Leads

• Transportation Co. – “Click here to read 4

Ways to Reduce Transportation Costs”

• Insurance Co. – “Download our report –

Most Common Shipping and Receiving

Injuries/Accidents”

What’s Next?

Email and Content Marketing Jump

Start

• 3 to 6 Emails

• 1 Article or Report

• $ 2,995

What’s Next?

Email and Content Marketing Jump

Start

• 3 to 6 Emails

• 1 Article or Report

• $ 2,995

Reduced to $ 2,500 for attendees

through 8/17/2012

What’s Next?

• See how to automate it with

SalesNexus

• Join our Email Marketing Training

Session – Wednesdays at 3pm

Eastern