From clicks to clients Maximizing the demand for your solutions

THE EVOLUTION OF B2B EMAIL – INCORPORATING VIDEO AND NEW MEDIA INTO YOUR EMAIL MARKETING CAMPAIGNS

From clicks to clients – Maximizing the demand for your solutions

Tuesday, November 17th _{- Session start time – 2PM EST/11AM PST}

Presented by

Kevin Miller – EVP Marketing & Sales – SalesFUSION Wayne Wall – President & CEO - Flimp Media

About SalesFUSION

•SaaS demand generation platform

•HQ – Atlanta, GA – Offices in Philadelphia, PA

•Founded 2003 as First Reef, LLC

•Marquee customers in B2B in US, CA, APAC, EMEA

•Core solutions

•B2B Demand Gen Platform – complete eMarketing suite

•Email marketing – Drip, Trigger, Nurture

•Multichannel Marketing Management – GoogleAdWords, PURL, landing pages

•Lead Analyzer – Lead scoring, routing, management

•Web Analytics & Web Visitor Tracking

•CRM Accelerator – for MS Dynamics CRM, Salesforce.com, Oracle on-demand, Sugar

About Flimp Media

•

Est. in 2006, Flimp Media develops on demand video landing page and

analytics solutions for video marketing, communications and sales.

•

FLIMP stands for Flash Interactive Marketing Platform. Enables users to

create, distribute, track and measure searchable video landing pages

without any programming or IT resources

•

The FLIMP platform is integrated with SalesFUSION and various other

email marketing services providing an effective video email marketing

solution for businesses and organizations.

•

Flimp Media also offers customers video production, video analytics

and video streaming services

Marketing – the tools have changed

B2B Marketing has become complicated, confusing, fragmented and disconnected.

Many marketing professionals don’t have the experience to know where to begin!

The fundamentals remain the same

Marketing Theory is based on the Five “P’s”

•Product

•Price

•Place

•Promotion

•Positioning

How is this applied to B2B Marketing?

How is this Relevant to Nurture Marketing? What can we learn from Retail Marketing?

How is this relevant to Web 2.0 Marketing & Sales?

Marketing still boils down to delivering the right message/content to the right people at the right time.

Email’s changing role

Late 80’s - early use as marketing tool – basic

Early 90’s – heavy adoption - experimentation – blast away

Mid-late 90’s – overuse – spam – abuse – regulation – blast away

Early 2000 – new techniques – permission-based – still blasting

Mid-2000 to current – content-driven – nurturing – conversational

Today – email has “grown up” as a b2b marketing tool

•

Right message to the right people at the right time

•

Getting noticed in all the “noise”

•

Engage in conversations with suspects/prospects

•

Sales personnel actively engaged in the process

•

Analytical – measuring behavior & response

Fundamentals of nurture-styled email campaigns

•

It’s about the content

•

It’s about sending the right email for the right reason

•

Trigger-based emails becoming staple campaign element

•

B2B is about conversing not volume

•

New media plays a substantial role

•

New types of email campaigns taking place of blasting

•

Drip email – timed, long-term, segment & content specific

•

Trigger – short & long-term, automated, activity & content specific

•

Nurture – combines all elements

•

Complement other campaign technologies

•

PPC

•

Web Activity

•

Online Ads

Email’s role in the lead to sales process

Continuous Marketing To Leads

inbound

Outbound

8

Lead Nurturing, Routing, Profiling

Marketing & Sales CRM integration

• Continuous communication

• Reactive – this message in response to this action • Very content-specific

• Goals may be branding, sales engagement, lead capture • Segment-driven (dynamic & static)

Why Market with Video?

•Acc. to DoubleClick/Google research, rich media and video ads drive four to

seven times higherengagement and response rates than static text and graphic

content .

•Acc. to Forrester study, video increases email click-through rates 2-3X . Average Flimp video email CTR is 42% of opens vs. industry average 4.5% CTR for static emails.

•Since 2008, across 2.5 million viewers the average flimp video landing page

response rate was 23% of total views.

•Rich media enables marketers to gather more in-depth analytics about viewer engagement and responses.

Evolving Technology: Best Practices for B2B Email Marketing

•Video Content - development options, relative costs and formats

•Video Email Messages – subject lines, delivery options, and email presentation

•Video Landing Pages – creating, editing, branding, and deployment with

examples

•Video Viewer Analytics – tracking and reporting viewer engagements, response

Options for B2B Online Video Content

1. Mock Videos – moving slideshows, motion graphics/ animations ,

screenshot videos

2. Talking Head – testimonials, interviews, profiles, scripted actor, executive communications

3. Formula Video Productions – fast, low cost web video product based on

simple creative formula

4. Custom Video Productions – creative strategy plays bigger role, use of

Video Email Best Practices

•Subject line – Clearly state that there is video content

•Video Presentation – Use a video image thumbnail with play arrow and

descriptive link – “View your Video Message”

•Give Direction – Tell the viewer what the video message is about and give clear directions to open or view the video landing page or conversion page

•Focus – Simpler is better; do not include multiple calls to action. Don’t expect great results putting video in a full newsletter with multiple links and calls to action.

•Text – Include some descriptive text and clear hyper link and alt link in case the video screenshot image is blocked

VIDEO EMAIL EXAMPLES

What KruResearch Did Right: KruResearch Video Email Example:

•Descriptive subject

line.

•Punchy, to-the-point

email copy.

•Descriptive text lets

viewers know what to

expect.

•Image and text links.

•Play arrow overlay

indicates video content

Example Email Things Worth Noting:

•Simple design.

•Subject line: short, descriptive and straightforward. •Personalization in first line. •Brief, descriptive email copy.

•Clear call to action. •Image and text links to combat blocked images.

VIDEO LANDING PAGE EXAMPLES