1 2012 Confidential | Bio-Rad - Revenue Marketing Contacts and Targeted Messaging Presented by The Pedowitz Group November 6, 2012
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Bio-Rad - Revenue MarketingContacts and Targeted Messaging
Presented by The Pedowitz Group
November 6, 2012
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The Pedowitz GroupDIFFERENCE
Revenue Marketing Agency
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Representative Enterprise Clients
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AGENDA
INTRODUCTIONS AND REMINDER ON BUYING CYCLE
TARGETED CONTACTS AND MESSAGING
WRITING FOR REVENUE MARKETING – HOW TO START
CONTENT 101 – CREATE NEW, RE-PURPOSE AND TEST
NEXT STEPS
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Buying Process has Evolved
FindNameFind
Name Sales CycleSales Cycle
Sales CycleSales Cycle
Awareness Education Compare Decision Buy
Customer Buying CycleCustomer Buying Cycle
Sales Cycle
Awareness Education Compare Decision Buy
Old School Buy Process:
Today’s Buying Process
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Multi-step Buying Processes
Awareness Education Compare Decision Buy
Sales CycleSales Cycle
New platform allows us to create models and maps of detailed customerbuying processes, allowing us to hypothesize and measure groups.
Targetedmessaging
Targetedoffers
InterestGauges
Customer Buying CycleCustomer Buying Cycle
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Customer Acquisition Strategies
Lead Generation – Prospects and inquires> PR> Web
SEO Online advertising (banners, PPC) Site design Blogging
> Social Media Channels LinkedIn Facebook Twitter
> 3rd Party Content syndication Purchased lists
Events• Seminars• Workshops• Webinars – Hosted• Conferences• Tradeshows
Referrals from clients Alliances
• Vendors• Current partners
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Buying Cycle Stages
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Buying Cycle: Awareness
I wonder if thereis a better way to
do this?
This is the waywe have alwaysdone research
in the lab.
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Buying Cycle: Awareness
I wonder if thereis a better way?
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Buying Cycle: Consideration
But whichcompanies best
meet mybusiness needs?
My researchshows me there is
a better way .
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Customer Search
I don’t trust that my research data is reliableI need to be able to publish my results quicklyI need to be able to justify the cost of new technology
My business needs:
Simplifies myprocess
Increases dataquality
Is within mybudget
My pain points:
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Online Search Results
Increases dataquality
Simplifies myprocess
Increases qualitySimplifies process
Fits budget
=
=
=
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WHO
Contacts
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APAC Data Analysis
Who: All ContactsCountries: Australia, India, New Zealand and Singapore
Contacts: Total contacts: 36,319 Contacts w/ emails: 27,800 (77%)
Australia: 14,733 India: 4,338 New Zealand: 1,913 Singapore: 6,816
Accounts: Accounts: 4,355
Australia: 1,254 India: 2,535 New Zealand: 207 Singapore: 359
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APAC Data Analysis - Titles
59% of titles are listed Australia is the highest with 71% listed
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APAC Data Analysis - Industry
Industry distinguished what type of business the account is (Academic,Pharma…)
52% of industries are listed New Zealand is the highest with 86% listed
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APAC Data Analysis – Research Area
51% of research areas are listed Australia is the highest with 78% listed
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The Cost of Dirty Data
If 25% of your data is inaccurate…If 25% of your data is inaccurate…
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Segments and Profiles
Key CriteriaOrganization Type (Academic, Pharma or Gov)Area of ResearchTesting TechniquesJob Function/Job Title
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Targeted Messaging
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The 3-Second Rule
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Steps in Targeted Messaging
Step 1: Understand Motivation Step 2: Optimize Relevance Step 3: Optimize Layout Step 4: Ensure Compliance Step 5: Test
Checklist
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Step 1: Understand Motivation
Value Proposition: Is it meaningful? From Line: Who is it from? Subject Line: Does it communicate value in first 35 characters? Preview: How does it look?
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Value Prop: Is it meaningful to me?
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Who is it from? What is this about?
80% of email recipients open their inbox, read the“from” line and then the “subject” line, and thendelete. Then, they read the remaining emails in theirinbox. Digital Impact Study
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Subject Line Guiding Principles
1. Get to the point. Communicate value to recipient in first 35characters.
2. Engage. Provide a sense of urgency and prompt them to open the e-mail immediately.
3. Be relevant. Speak to the needs and interests of your recipients asindividual people.
4. Build trust. Do not over promise or mislead. This can destroy trustand damage your brand.
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Step 2: Optimize Relevance
Personalize: Is it appropriate? Imagery: Does it engage or repel? Tone: Does it reduce anxiety?
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How does it look?
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How does it look? Text / Personalized Email
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Who is it from? What is this about?
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Personalization – Build the Relationship
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Good Copywriting Tips
Write for the customer, not for yourself. Get to the point. Use less than 100 words. Place primary call-to-action links above the fold. Write short sentences: easy to scan, punchier, more active. Use benefit-oriented subheads. Use bullets to capture value proposition. “So-What?” Use this repeatedly to help you get to the real message. Use a P.S. to call attention to urgency of offer.
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Copy deck structure
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Copy deck structure
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Copy deck structure
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Step 3: Optimize Layout
Images Off: Can you still identify value prop? Eye Path: Where does your eye go with images on? Call-to-Action: Is it clear and accessible?
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Red X Challenge
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Reality – Images Off
Squint Test: Close your eyes,open, and immediatelyidentify first thing you seeabove the fold. Is it the valueprop?
Start to identify where theeye drifts positively andnegatively to optimize layout.
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Test Your Call-to-Action (CTA)
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APAC Test email 1
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APAC Test email 2
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Step 4: Insure Compliance
Privacy Policy: Does the email adhere to your private policy? Compliance: Is the email brand complaint?
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Step 5: Test
No absolutes – testing yields best optimization results.
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No substitute for testing
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Testing Answers Questions
Is the messaging easy to understand? Is the call to action more compelling? What are barriers for prospects to convert to a lead? Are we asking for too much information? Do prospects understand the offer and find it valuable? Which topics resonates the best with this segment? Which layout drives the highest conversion? Which images create higher levels of engagement?
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Email Testing Examples
Design Layout Subject Line From Line Call to Action (CTA) Email Opt-In Message Relevance Tone Personalization
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Email Design Optimization Checklist
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Why are Lead Nurturing Campaigns Important?
Lead Nurturing - the process of building relationships with qualified prospectsregardless of their timing to buy, with the goal of earning their business when theyare ready.
Builds a relationship with prospects - most non-sales leads will eventually be readybut its up to you to provide relevant information when they are ready to make abuying decision
“Up to 95% of the qualified prospects on your Web site are there to research andare not yet ready to talk with a sales rep, but as many as 70 percent of them willeventually buy a product from you – or your competitors” Brian Carroll – CEOInTouch
What lead nurturing is NOT> Sending out an e-newsletter on a semi regular basis> Randomly calling leads every few weeks to see if they’ll buy> Blasting entire database with a new case study> Sending out a piece of content that promotes company’s products and services and does
not take into account your prospects interest or needs at their buying stage
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Basic Lead Nurturing Campaigns
There are two types of lead nurturing campaigns and processes that canhelp you get started with goal of generating more and better-qualifiedleads.> In-bound marketing campaign – new leads> Cross sell/Up sell campaigns – existing customers
In-Bound marketing campaign – this is your chance to make a good firstimpression.> Sources: visit to website,3rd party channels/content syndication, branding, PR,
advertising, social media channels etc. Cross sell/Up sell campaigns – your chance to get increased interest and to
determine where your leads are in the buying process.> Current install: activity based
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Email flow
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Questions or Observations?