Marketingsherpa Blog

While gathering presentation material for the upcoming MarketingSherpa Email Summit 2012 (February 7-10 at Caesars Palace Hotel and Casino in Las Vegas), I had the chance to reach out to Jen Doyle, Senior Research Manager, MarketingSherpa, to get some additional background on lead re-engagement and nurturing.

Jen was the lead author of the 2012 B2B Marketing Benchmark Report, and was very helpful in finding a couple of relevant charts for me, providing some additional comments on what this research means for B2B marketers.

73% of all B2B leads are not sales-ready

The first lesson Jen offers is almost three quarters of all B2B leads are not sales-ready. This means Marketing needs to engage with those leads in some fashion to move them down the buying funnel. This also means it’s possible for leads to “go cold” somewhere between entering the funnel and becoming sales-ready. Those are the leads Marketing needs to reengage with.

Here is the first chart of MarketingSherpa research Jen provided:

Chart: Average percentage of total lead volume that is sales-ready

Click to enlarge

And here is Jen’s commentary:

The above chart is the demonstration of why all leads cannot go directly to Sales.

At the time of original lead conversion, an average of 27% of those leads will be qualified to the point where they are ready and willing to engage with Sales.

The remaining 73% are not there yet. When these leads are prematurely sent over to Sales, they are not receiving the experience they desire and will look elsewhere for it.

Besides, do you really want your Sales team spinning their wheels making dial after dial where nearly three-quarters of those leads are not ready?

So, a large majority of B2B leads are not ready for Sales. This is where lead nurturing campaigns come into play.

The usual touch point for lead nurturing is email. These campaigns are greatly enhanced by utilizing marketing automation software to track and score those leads, and send triggered email based on demographic, firmographic, and probably most importantly as the lead moves closer to be becoming sales-ready, behavioral information. Behavioral information would include website visits, whitepaper downloads, webinar participation, and similar activities that indicate the lead is getting ready to buy the product or service.

With that in mind, this second chart is not good news for many B2B marketers:

Read more…

Growing your email list has benefits beyond the obvious increase in size. For example, new subscribers are often more active than older ones. They just signed up for your emails and want to click and open them.

For this reason (and many others) you should always strive to grow your email list. Doing so will help keep your engagement numbers healthy and ensure your brand is connecting with new prospects.

Growing your database can seem daunting, though, with the number of tactics at your disposal. Thankfully, marketers have been running list growth campaigns for years. Here is a chart of 10 popular tactics, starting with the most effective on top. The chart is pulled from the all new MarketingSherpa 2012 Email Marketing Benchmark Report.

Read more…

Triggered emails are rarely discussed as a standalone tactic. Buzzwords like “marketing automation” and “shopping cart recovery” are everywhere, but the automated messages behind them seem to be taken for granted.

After 2011, I am no longer taking triggered emails for granted. I interviewed scores of marketers that used them to achieve fantastic results by:

• Nurturing their newest leads
• Notifying customers that products needed service
• Encouraging visitors to return to a website
• Incentivizing customers to refer friends
• And much more

Through these and many similar campaigns, I have noticed that triggered messages have tremendously higher engagement rates than most other emails. Why is that?

  Read more…

You test subject lines. I know you do. Nearly every email marketer I ask tests subject lines. You can’t imagine the number of times I’ve heard: “Yes, we test our emails. We test the subject lines every week.”

The fact is the subject line is only a tiny fraction of what you can test. It reaps only a tiny fraction of what you can achieve. There is so much more. Let’s look at the five most effective variables you can test in email campaigns, pulled from a chart in our brand-spankin’-new 2012 Email Marketing Benchmark Report.

Click to enlarge

Read more…

As a native New Englander, I’m accustomed to swings in climate conditions. However, this past month’s weather pattern offered something different. More than 16 inches of snow fell in late October, causing my children to trick or treat in their snow boots. A week later, the temperature reached the low 70s, as if Mother Nature gave homeowners one last chance to clean up their yards before winter settled in.

Part of my Fall family chores is to empty water from the irrigation lines to our lawn sprinkler system.

In MarketingSherpa’s Email Marketing Strategies Workshop, I use the analogy that automated lawn sprinklers systems are very similar to automated email campaigns. I admit that I would in no way have a green grass if I did not have a sprinkler system set to water the lawn every Tuesday and Friday. If I used a hose and sprinkler set, I would most likely be reactive and only water when I noticed the grass turning brown. I’d also be inconsistent on the length of time I watered my tiny meadow.

With the irrigation system, I can select the day, time of day and duration of the water. It works so well that I save time and money, and I can set it and forget it.

Automated emails for higher open rates

I don’t recommend you “set and forget” automated emails, but they are similar in their efficiency, as these campaigns are triggered to be sent on defined sets of rules based on dates, events or behaviors.

Because of their timing and relevancy, automated campaigns achieve higher open rates than traditional email messages. In fact, in the 2012 Email Marketing Benchmark Report, we discovered 43% of marketers found emails sent based on triggers to be very effective, leading all other tactics including segmentation based on subscriber behavior and use of loyalty programs.

The research also found 80% of organizations sent automated emails, with automated messages making up an average 22% of the overall email volume. The chart below shows the most popular automated email messages sent by marketers.

Chart: Manners matter most with automated email messages

Q. What type of automated, event-triggered, lifecycle email messages does your organization deploy? 

Click to enlarge

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Does Walmart feature lower prices than your store? Is there a services company in India, or a manufacturer in China that can undercut your price in your B2B industry?

If you are not the lowest-priced offering in the market, you need a differentiator to justify your premium price. Why should customers pay more for the honor of buying from you?

I’ve written before about how a good story is integral to marketing a company that is not the low-price leader. But in this blog post, let’s take a step back. That story needs substance. Where is your substance?

Well, I’ve recently been thumbing through a new book that has an excellent example of one place you can find the substance behind your story – The End of Business as Usual: Rewire the way you work to succeed in the consumer revolution by Brian Solis.

Brian will be a keynote speaker at Email Summit 2012, and every attendee will receive a copy of this book, courtesy of ExactTarget.

  Read more…

I enjoy contributing to webinars. They give me a chance to immerse myself in research and talk shop. They also force me to shut off Outlook, Skype and anything else that might distract me, which is great when we have a good co-presenter. I can give them my undivided attention (which frankly isn’t possible when I’m an attendee).

Last week, I had the pleasure of co-presenting a webinar on email deliverability with Tom Sather, Director of Professional Services at Return Path, the webinar’s sponsor. Sather is a top-shelf deliverability expert, and he presented data from a global study his team conducted during the first half of this year. I was glad I paid attention.

Sather noted the average inbox placement rate (the percentage of emails sent that make it to the inbox) is somewhat low across the globe.

Global deliverability stats

• 81% inbox placement rate
• 7% spam placement rate
• 12% missing rate

This data was compiled from about 140 ISPs across the globe, Sather mentioned. As you can see from the webinar slide below, emails in North America fared a little better in the study. Read more…

You have likely experimented with social sharing buttons in your emails. You know, they’re the buttons readers click to share your emails on Facebook, Twitter or another social network.

And how’s that working for you?

All kidding aside, many email marketers struggle to get the audience to use these buttons. As you can see in the chart below from the MarketingSherpa 2011 Email Marketing Benchmark Report, “social sharing buttons” are one of the least effective tactics you can use to build your list.

Read more…

I always start an interview with general questions. I ask about the company, the marketer’s role, and the company’s marketing in general. It helps frame the case study or tactics we’re about to cover.

I sometimes ask, “What are your top marketing channels?” This helps me understand the team’s priorities. Some say ‘catalogs’ or ‘telesales,’ but the two channels I most often hear are email marketing and search.

Again and again, marketers say one or both of these channels are the primary drivers of their success. That got me thinking about the similarities between email and search engine optimization (SEO)/pay-per-click (PPC). I came up with three: Read more…

Groupon is one of the biggest email marketing success stories you’ll ever hear. The daily deal company launched in November 2008 and was dubbed the fastest growing company ever last year by Forbes. Much of that growth is powered by targeted email messaging.

Today, Groupon sends about 5 billion emails each month, according to John Becvar, Sr. Director of Relationship Marketing at Groupon. I was lucky enough to hear Becvar comment on the company’s growth and email strategy during a panel session at ExactTarget’s Connections 2011 last week.

“We really began with no personalization and no segmentation,” Becvar said.

Becvar joined Groupon almost two years ago, back when its site featured a single deal each day in markets such as greater Chicago, with no deals on the weekends. Today, Groupon offers about 1,000 deals in the Chicago area in a given week, Becvar said.

“When I joined we had about 2 million subscribers. Based on our most-recent finding, we have over 115 million subscribers … We were in 20-some-odd markets when I joined. Now we’re in 45 countries and 500 markets … So we’ve obviously had to do a little bit of segmentation and personalization to stay relevant,” Becvar said.

Becvar described four types of segmentation Groupon uses for its email marketing: Read more…