C-Level on Email Overload? New Strategies to Target the C-Level Executive

Kevin O’NeillIT Marketing Strategist

C-Level on Email C-Level on Email Overload? New Overload? New

Strategies to Target Strategies to Target the C-Level Executivethe C-Level Executive

DiscoverDiscoverOrOrgg

2011, 2012, 2013

Carolyn Hollowell,Senior Director, Marketing at DiscoverOrg

9 Steps to a Successful C-level Campaign1. Step Back & Look Carefully2. Evaluate Your Core Message3. Assess how you reach the C-Level4. Establish a Multi-Channel Approach5. Don’t be Normal6. Provide Thoughtful Content7. Determine Who’s Sending8. Think Multiples9. Good Data

Kevin O’Neill, IT Marketing StrategistKevin O’Neill, Strategic Marketing [email protected] 404-512-3404

mailto:[email protected]

Kevin O’Neill, Strategic Marketing [email protected] 404-512-3404

You’ve Got to Avoid:

• Stale/Bland messages

• Inconsistent messaging between channels



When engaged with a C-Level:

• What pain point do you solve

• You have 46 seconds - who are you?

• Strongly differentiate yourself

• Have someone else evaluate



What is your Primary Channel for Targeting C-Levels?:

• 9% In Person Events

• 74% Email

• 17% Telemarketing

• 0% Direct Mail

• 0% Paid Search



Are you only sending emails?


• Storm of email. Recipients looking for every reason to delete/ignore.

• Consuming of message on small screen devices. Low impact




“Despite the perception in the marketing industry that direct mail and telemarketing are less effective than digital channels, the Direct Marketing Association (DMA) has found that direct mail boasts a 4.4% rate, compared to email's average response rate of 0.12%” -Yory Wurmser, director of marketing and

media insights at the DMA.

• 10x-30x Higher Response:



Chris Rimlinger, SVP of Money Mailer:

“Sometimes I clear out my email like it's a chore,” she says. “I don't even open a third of them—it's just click, click, click, delete, delete, delete.”


Step 5- Don’t be NormalStep 5- Don’t be Normal


•Oversized Postcard•FedEx•Courier Delivery•Box of Cookies•Celebrity Impersonator


This Doesn’tThis Doesn’t Have to be Have to be ExpensiveExpensive


Case Study 1:•Set up: FedEx Mail

•Sent to: 22 Contacts at 12 Companies

•Cost: under $500


ResultsResults


Big Returns:•6 New Meetings

•$70,000 New Sales

•100x+ ROI!!!


Step 6- Provide Thoughtful Step 6- Provide Thoughtful ContentContent



Step 7-Determine Who is Step 7-Determine Who is SendingSending


C-Level to C-Level is Most Effective


Step 8-Think MultiplesStep 8-Think Multiples


Case Study: Multi-Step Campaign

Week 1 Week 4Week 2 Week 3

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Case Study 2:•Set up: Technology Book

•Sent to: 134 C-Level Contacts at 70

Companies

•Cost: under $3000


ResultsResults


Big Returns:•3 Sales Processes

•$150,000 New Sales

•50x ROI!!!






Sample Follow Up EmailSample Follow Up Email


<First Name>: As <title>, the data center performance of <organization> is imperative to helping you achieve your organizational goals. I would imagine that resiliency, scalability, access to power in a high-security, compliant environment is of great interest to you. You may not be aware that nearby in <your town>, the premier data center in <your state>hosts compliance-grade data center services for government, enterprise, and corporate customers just like <organization> and has enjoyed over 100,000 consecutive hours of uptime. <Your Company>, built to meet the uptime and compliance needs of a top-tier financial institution, has transitioned to a multi-tenant environment and provides colocation and cloud hosting services for many organizations in need of reliable, compliant data center services in <your state>. I’d like to suggest a brief conversation to discuss the data center needs of <organization>. If we agree there is mutual interest, I would look forward to offer you a tour of our data center soon. I’ll call you Tuesday at 3PM, or will Thursday at 11AM be better for you? Thank you. Best regards, Name Contact Info


Plan Campaign End-to-EndPlan Campaign End-to-End


Step 9- Good DataStep 9- Good Data


• All of this will fail if you have bad physical and email addresses. • Inaccurate job titles or responsibilities

DiscoverOrg PlatformDiscoverOrg Platform


How to quickly build an accurate direct mail campaign list:

THANK YOUTHANK YOUKevin O’Neill, Strategic Marketing [email protected] 404-512-3404

Kevin OKevin O’’NeillNeillStrategic Marketing GroupStrategic Marketing Group

[email protected]@gmail.com404-512-3404404-512-3404