Canadian Anti-Spam Legislation(CASL) & New Marketing Strategies

Presenter: Dalia AsterbadiJuly 2014

CASL & NEW Marketing StrategiesBuilding Authentic Conversations & Engagement to Increase Earned Value

Relationship Management

Prospecting cannot be in ‘bulk’

Pressure on ROI

Look Beyond Numbers!

Community Engagement

Target List/Contacts

Context Authe

ntic

Conne

ctio

n

Existing Relationships – Leads or Contacts that are in ongoing transaction activity.

Customers/podcast subscribers

Non-Existing Relationships – Leads or contacts that are

not formally your customer, and are in the process of

communications.

Relationship Management & Overview

The 30 Seconds Guide to CASL “Compliance

Step 1: Inbound

Disclaimer

• Assets, Workflow on inbound outlets.

Step 2: Content &

Engagement• Tone Review

Step 3: Tools & Templates

• Disclosure

Step 4: Audit• CRM

Automation & internal actions

CASL “Approved” Strategies

Reduce Bulk Email (i.e DO NOT CALL List etc)

Value-Driven Permission & Segmentation

Dramatically shifting to Authenticity, Context, Connections

Segmentation

Consent

Disclosure

CASL Audit trails & CRM

Resources available @ www.whitecasl.com

• Automating the process• Workflow to minimize risk• Accountability is across

teams, not marketing only!

Resource:The Marketer’s Guide to CASL

SegmentationRelationship ManagementAuthentic flow

Companies with CASL Excellence

Relationship Tailored – Focused on Value

Peer to Peer Driven Relationship Responsible

NEW Marketing StrategiesCommunications & Prospecting

Keep core marketing strategies, remembering the goal is conversion, not getting an opt in

• Lists Purchasing• Prospecting cannot be in ‘bulk’• Third-Party Affiliates• Social Media Exhaustion

DON’TS

the next “advantage” to enriched ROI

1.

4.

3.

2.

Direct to Target 360 degree relationships

Brand Interest: Targeting, Content, channels etc

Channel Coverage/Persona Segments

Evangelism, local support

Relationship Management, the sweet spot between community engagement, targeted lists and context.

Implementation of a pure relationship social prospecting engine

Customized Community-based Insights

Customized Brand Segmentation

Persona Segmentations

Conversion Analysis

New Toolkit Requirements

Expanding the DB on the common insights and the buyers social Presence

Value Extension | Social Prospecting

Find Commonalities on location, groups,

presence etc

John “Champion”

Meet Miranda

Miranda is having a hard time with Retention ---She cannot rely on tactics to manage renewals.

Changing the sales process – one connection at a time!

Marketing AutomationCampaign ROI. Stage Validation. SQL vs MQL

RetentionCompetitive Takeout. Risk. Upsell. Stickiness. Adoption

DemandProspect Common Accounts. Qualify. Dead leads. Stand out. Relevant content

Daily Challenges!

Meet Miranda

Miranda is having a hard time with Retention ---She cannot rely on tacticsto manage renewals

Changing the sales process – one connection at a time!

Marketing AutomationCampaign ROI. Stage Validation. SQL vs MQL

RetentionCompetitive Takeout. Risk. Upsell. Stickiness. Adoption

DemandProspect Common Accounts. Qualify. Dead leads. Stand out. Relevant content

Daily Challenges!

CASL & NEW Marketing StrategiesRecapStep 1: Define your Contact FlowStep 2: Identify clear segments & review data requirementsStep 3: Build your tactical plan, pre July 1 and post.Step 4: Get your CRM ready.Step 5: Track your consent. Update your disclosure communications. (whiteCASL provides the most unique way to track sender/resender authentication tracking)Step 6: Introduce new methods into mixStep 7: Review MetricsStep 8: Know your Social Exhaustion limitsStep 9: Measure Results, not data pointsStep 10: Learn from high value contacts

COMMUNICATIONS WITHIN CANADA?

SOURCE OF RELATIONSHIP

STATUS

CONSENT AUDIT & LOOP

Your Business – How it can count – Wealth Management

You manage 100’s of thousands of households & Your marketing effort may be limited based on knowledge of your customer – Advisors have no window to access intelligence

realSociable can:Notify each broker when a client changes jobs or buys a new home

There is a Window of Opportunity to upsell but also connect and keep the relationship strong.

realSociable can:Let you know when there is a specific event one of your big clients is attending who may be a flight risk.

realSociable can:Allow you to preview twitter conversations your customer is having with another firm.

Business is social.

Thank you. Contact me* if you want access to the guides & resources:

1.647.821.9649 [email protected]

*You have my express consent to reach me ;)