tirsdag den 23. marts 2010

ROI on e-mail marketing (+ a few tips:)

According to the American organization - the Direct Marketing Association - email marketing has the highest return-on-investment (ROI) of all marketing channels. A stunning ROI of $ 57.25 for each U.S. dollars invested in this channel.

For the same reason, more and more companies are choosing to increase their email marketing budgets each year.

So how do you get started?
To start you need a list of recipients. You can also buy email lists externally but it is typically expensive and response rates from these is typically lower than if you have grown your own mail list. We advice our customers NOT to buy e-mail lists.

Rather grow your own list; Encourage your customers and visitors to sign up for your newsletter on your website, via links in your email signature, promote your newsletter on your business card etc. Start growing your list today.

Sending your first e-mail newsletter or campaign
When you have a list of subscribers and have created your first e-newsletter, you're ready for your first mailing.
Many companies hit the wall at this stage - the spam filters. Be aware that even if the customer has said yes to receiving your newsletter he might actually never see it because of spam filters.

Encouraging your customers to add your newsletter to their trusted sender list can help avoid this.

fredag den 19. marts 2010

Stop spamming me!

It's a fact that today an average consumer receives more than 3.000 commercial messages - every a day.

Think about. 3.000 messages. A day.

If you are like me you most likely ignore most of these.

I even have a sign on my physical postal box that says "no advertisement". Please stop clogging my mailbox with paper.

I have a strong spam filter on my Google mail account that keeps unwanted messages at bay.

I never click a banner on websites because they pretty much all work the same way as offline media advertisement. One size fits all. 99,9% of them are total irrelevant to me. I have develop banner blindness.

Actually I think that Google is getting so filled with sponsored messages that I seldom click any.

I can't think of a single time that clicking any of the sponsored links on Google or the Google syndication network actually turned me from a prospect into a buyer.

I don't trust the sponsored links but usually go for the organic links.

So how do you get my attention?
It's hard but I will listen to people and companies with whom I already have a relationship.

And this is why you should pay attention here.

Relationship marketing allows you as an e-marketeer to talk specifically with the people that values your product or service.

You can have a dialogue around your service and talk about what it can do for your customer. The customer will listen if you respect the relationship and send timely and relevant information.

Bonus info:The other alternative to get my attention is through people in my network that recommends stuff. Products and services worth talking about. Stuff that can go viral.

Mass media is dead

No news here. TV advertising is dying. So is advertisement in most print media. Are you still spending money on these channels? If yes, why?

I recommend you start thinking about how you can build a permission asset with your current and potential customers. You own the channel -your own channel. Your customers has the remote. What are you gonna do about it?

Your customers are interactive. Your marketing should be as well.

torsdag den 18. marts 2010

Lead scoring - Optimer dine sælgers tid

Forstil dig, at din sælger har 50 leads der skal følges op på. Han ved at 5 af dem er "hotte" leads baseret på telefonsamtaler eller email og giver dem derfor sin fulde opmærksomhed. Det efterlader ham med 45 leads som han har begrænset viden om. Han kan vælge at bruge sin tid på det enkelte leads udfra deres profilfelter, men dette vil ofte være rent gætteri. Chancen for at ramme plet er afgjort af tilfældigheder.

Ved at lave automatisk leadscoring baseret på aktiviteter på dit website kan du få facts og objektive data i en ellers subjektiv salgsproces. Din sælger kan få et hurtigt overblik over listen med leads og prioritere dem baseret på score. Herefter kan han følge op på dem med største potentiale og muligheder.

Samtidig kan du sikre at leads, der ikke når en vis score bliver sat på et "lead pleje" program for modne dem inden de sendes videre til salg.
Når leadet så reagerer på pleje programmet og scoren øges kan de automatisk blive leveret til sælgeren for opfølgning.

Marketing automation kan også hjælpe med at nedbringe glemte eller forladte leads. Et eksempel: Et lead har været passivt i uger eller måneder. Nu genbesøger hun dit website eller klikker på et link i en marketing email du tidligere har sendt. På den baggrund øges hendes score og din sælger kan automatisk blive informeret om hændelsen og lave opfølgning.

onsdag den 17. marts 2010

Effektiv webmarketing for B2B virksomheder


I disse år skifter flere og flere B2B virksomheder fokus i deres markedsføring. Fokus er nu rettet mod online markedsføring.

Dette skift betyder at flere leads kommer ind online. Alt sammen super godt og som som marketingansvarlig er du helt sikkert glad for flere leads. Men du har behov for at sikre kvaliteten af leads før du sender dem videre til salg. Desuden har du behov for at få et samlet overblik - et sted.

Få overblikket - send kvalitet videre

I dag findes der nøglefærdige software løsninger som samler alle touch points med potentielle kunder i en platform så du kan følge dialogen. Fra første kontakt og til leadet er klart til at blive videregivet til salgsafdelingen.

Overvejer du at arbejde professionelt med marketing automation så anbefaler jeg du følger disse 7 skridt til succes:

Lead

1. Automatisk lead scoring for at optimere dine sælgeres tid
2. Pleje leads gennem drip marketing emails
3. Forstå dine leads interesse niveau og ønsker gennem web analyser
4. Identificer firmaer der besøger dit website
5. Bliv ved med af forbedre processen og brug automatiske regler

Kunde
6. Dialog - Dybere forståelse
7. Opfølgning
I morgen går jeg i dybden med Nr. 1 ovenfor - Automatisk lead scoring.