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Integrating e-mail Marketing

 
  The Key B2B Challenge is remaining on your prospects radar screen until they are ready to buy.  
         
  Why Consider Integration?   Will it Suit your Business Model:  
         
  You are already investing in generating sales leads

10% at most will require immediate sales force follow-up (Appointments or phone call requests)

90% will be added to your sales pipeline
Are you managing this effectively?

Email and telephone follow-up can provide the most cost effective method of managing this pipeline

Useful Tips:

Always ask for an email address to send future information updates as this constitutes full opt-in permission

Use a phonetic table to ensure email address accuracy (Contact us if you need a copy)		   Some characteristics of where this technique is both cost effective and successful are as follows:

- Individual order value > €5,000
- Annual business or contract revenue >
  €15,000
- 3 to 12 month sales cycle
- Key industries:
- Technology
- Business Services
- High Value Manufactured Products
- New product introduction
- New market development
- Need to accelerate building a sales pipeline

Useful Tips:

Consider recording outbound calls for review by your sales force when passing them qualified leads or appointments

If you do this you need to include a notice to this effect in communications you send to your prospects and have an option to switch off recording should the prospect request this when calling you
 
         
  Where is The Telephone Best used?   Where is Email Best used?  
         
  To make initial contact by cold calling

To do initial qualification

To keep in touch and build qualification profile

To schedule sales force appointments

To register at events

To follow-up responses to your email campaigns 		  Information packs (Only where requested)

Event invitations (Click for more information)

Newsletters

Download offers

Useful Tips:

Include a website link in all emails

Be sure to add value in all communication

If sending reminders, use sparingly, they should relate to a specific conversation

Always use an unsubscribe option to avoid irritation

Never use brochure speak its not relevant
  
         
  Database Considerations:   Follow-up Calling Considerations:  
         
  Develop a set of qualification criteria and add to your database

Use each telephone contact to build the qualification profile

Develop a set of lead classification categories in your database

Use these to monitor leads as they move down the sales pipeline

Consider closing the loop between telephone and email communication (This would involve updating your database with details of who opens and clicks through to your website) 		 

Use these to build your qualification information

Do not call too frequently

Always get agreement form your prospect to make a follow-up call (Usually to ask if the project or need has been fully defined)

Always obtain agreement on the next contact date

Useful Tip:

Suggest a date say two months out if you think the next contact should be in 1 month. If the prospect suggests you call sooner, this represents a good buying signal.

  
         
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