Maximize Campaign Results with Account Based Intelligence (ABI) Matt Benati | CEO & Co-founder | [email protected] | 978-758-9433
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Maximize Campaign Results with Account Based Intelligence (ABI)
Matt Benati | CEO & Co-founder | [email protected] | 978-758-9433
Email Marketing Process
1
Does this sound familiar?
• You develop or purchase a mailing list.
• You write a compelling message.
• You send your message to thousands of people.
• Your eyes glaze over as hundreds of replies and auto-responses start clogging up your inbox.
Replies & Auto-Responses
What are all those replies telling you?
That your leads:
– Are out of the office
– Are on vacation
– Have changed jobs within the company
– Have left the company
– Have changed their email
– Have changed their title or role
– Are opting out of your list
2
To Delete Or Not To Delete?
Absolutely do NOT delete!
Here’s why:
• There is valuable Account Based Intelligence (ABI) buried in those emails.
• This data allows you to penetrate target accounts, resulting in new and enhanced leads and opportunities.
• Knowing more about your accounts allows for better segmentation and personalization of messaging.
• You are better able to maintain an accurate database.
3
Turbo Charge Your Campaigns
4
Think of LeadGnome like a car’s turbocharger that converts exhaust into horsepower. LeadGnome converts reply emails into Account Based Intelligence that boosts
B2B growth.- Matt Benati, CEO & Co-founder of LeadGnome
It almost sounds eco-friendly. This [reply emails] is all wasted stuff that [LeadGnome] turns it into something
useful for you.- Jonathan Green, B2B Growth Show
Account Based Intelligence In Reply Emails
Nearly every type of auto-response or reply email to your marketing campaign contains valuable ABI if you know where to look.
• “Out Of Office” Email
• “Left The Company” Email
• “Change Of Email Address” Email
• “Opt Out” Email
5
The “Out Of Office” Email
6
“Out Of Office” Email Info
From this email, we learn:• Mary's return date (March 14)• An additional contact at Some Company (Joe Smith)• Joe's title (assistant procurement director)• Joe's email address ([email protected])• Mary's cell number (555-555-5555)• The company's format for email addresses
Knowing all this, you can:• Plan a follow up email for the day after Mary's return• Add Joe's details to your CRM• Send your original email marketing message to Joe• Enhance Mary's existing lead record with her title and cell phone number
7
The "Left the Company" Email
8
"Left the Company" Email Info
9
From this email, we learn:• Pamela left the company (effective January 30th)• Pamela's replacement (Jenni Miller)• Jenni's title (Marketing Manager)• Jenni's email ([email protected])• Jenni's phone number (800-555-5454 x100)
Knowing all this, you can:• Resend your marketing message directly to Jenni• Contact Jenni personally to reestablish your company's relationship, if applicable
"Left the Company" Emails = Trigger Events
10
This particular reply is called a “trigger event,” and instead of being the end of the line, it is actually a golden opportunity to be the first one in, establish relationships, and develop new leads and opportunities!
With some persistent digging, you can learn:
• Who your new contact is – reach out ASAP!
• Where your new contact came from – is their former employer a potential account?
• Where your original contact went – does he or she still have buying power?
• Who your original contact replaced in their new role – is it possible to learn who
they are and where they went? Are they a buyer?
The "Change of Email Address" Email
11
"Change of Email Address" Email Info
12
From this email, we learn:• Amy's email address has changed ([email protected])• Amy's old email address will be deactivated February 1st
([email protected])• Amy can still be reached at the same number (888-123-4567 x 12)
Knowing all this, you can:• Update your CRM with Amy's new email address• Delete all instances of Amy's old email address• Resend your marketing message directly to Amy's new email address• Update any email lists Amy is on
The "Opt-Out" Email
13
The "Opt-Out" Email Info
14
From this email, we learn:• Megan’s title (VP of Marketing)• ACME Widget Company’s website
Knowing all this, you can:• Remove Megan from future mailings
In this case, mining your email replies becomes part of protecting your brand and online reputation.
IMPORTANT! When a user doesn’t use the automatic “unsubscribe” link it becomes your responsibility to see their manual reply and request for removal. If you miss it, you risk having an irate person on your hands.
LeadGnome Automatically Mines Your Email Campaign Replies
15
• Web-based software solution that automatically mines your email campaign replies and auto-
responses for valuable Account Based Intelligence.
• Lead-to-account matching automatically updates your CRM with mined data.
• Schedules tasks for important items like when your contact will return to the office.
• Identifies trigger events before you receive a hard bounce – gain a time advantage over
competitors.
• Reduces the need to manually analyze replies and pay for human resources.
• Eliminates human error.
• New and enhanced leads results in better segmentation and personalization.
• Reverses database decay.
• Increases revenue.
16
THANK YOU
Related Documents
