http://www.pointit.com - This presentation covers how to integrate search and email marketing for a comprehensive, successful online marketing campaign.

1. Integrating Search & Email Marketing
Jon Lisbin – Principal
Point It
Terry Miller – Managing Partner
CRM Group
February 18, 2009

2. About Point It
Presentation Agenda
• Launched in April 2002
• Seattle’s largest
independent search
marketing firm
• 12 team members, 40+ yrs
of SEM experience
• Servicing clients across all
verticals and revenue
models

3. Agenda
Presentation Agenda
Jon Lisbin – Point It
• Search Engine Marketing Stats
• Stages of the Buying Cycle
• Increasing Search Lead Conversions
Terry Miller – CRM Group
• eNurture Situation Analysis
• Sample eNurture campaigns / Case
Studies
• Q&A

4. Online Marketing ROI

5. Lead Generation and Nurturing

6. Buy Cycle
`

7. Corporate Site

8. Lead Gen LP Offer 1
content

9. Lead Gen LP Offer II
content

10. Drip Marketing

11. About CRM Group
• Terry Miller – Managing Partner
– 20+ years of experience in sales, marketing and
operations for high technology companies
– Founder and EVP – Mercata.com
• Responsible for marketing, merchandising, site content & design,
operations and customer service
– VP of Sales – SuperCede, Asymetrix, Softbank
– Senior Direct Response Positions – Gupta, Broderbund
– Founder and General Manager – Triton Products
Company

12. Lead Generation and Nurturing
Major Contribution to Lead Generation and Nurturing

13. eNurture Situation Analysis
• Marketing generates leads from a number of sources
• Sales lacks the resources to follow up on every lead in a
timely manner
• Problem: Finding an efficient way to further qualify leads
in order to help prioritize sale’s follow up activities
• Solution: Create an eNurture campaign utilizing email
– Get prospects to self-qualify themselves as they respond to a
series of calls-to-action featuring differing bars to entry

14. eNurture Campaign Benefits

15. eNurture Campaign Goals
• Create a multi-installment email nurture campaign that
will provide a framework for effective customer
communications centered around your company’s
unique value propositions
• Move prospects through the process to becoming
qualified leads more quickly and in greater quantities
• Optimize open rates, click through rates and $ per email
generated

16. eNurture Campaign Steps
Evaluation Analysis Implementation
- Current communication - Sales cycle data - New customer contact
stream - Conversion rate strategy
- Objectives - Duration - Timing
- Form - Value - Messaging
- Frequency - Calls-to-action
1 2 3

17. eNurture Campaigns

18. eNurture Campaigns

19. Case Study – MNA.com
• eNurturing Account activation
registrations
Key Factors
into paying 36%
•Communication
customers
34%
stream
with email
32%
30% evaluation
28%
•Data analysis
•Revised
26%
customer
24%
contact strategy
22%
20%
Old contact New contact
stream stream

20. eNewsletter Situation Analysis
• Not now doesn’t mean not ever
– Some leads aren’t ready to take action and don’t respond to the
calls-to-action from the eNurture campaign
– Cost of acquisition already covered
• Problem: Finding an effective way to continue to
communicate with non-responding leads after the
eNurture campaign
– Continue to present your value proposition without being
annoying
• Solution: Create an email Newsletter program
– Maintain mindshare with prospects
– Further qualify prospects into leads

21. eNewsletter Benefits

22. eNewsletter Campaign Goals
• Create a periodic eNewsletter program that will continue
to communicate your value propositions
• Position your organization as a credible supplier by
providing information your prospects will value’
– Non-sales approach
– Avoid self-promotion
• Deliver compelling content by allowing the recipients to
vote with their clicks
• Continue to mine additional leads from your prospects

23. eNewsletter Campaign Steps
Strategy Content Creative Optimization
- Objectives - Categories - Effective communication - Test
- Thought leadership - Quantity - Brand supportive - Content type
- Leads - Type - Reinforce personality - Number of articles
- Mindshare - Voice/personality - Site traffic drivers
- Images, Text, Links
1 2 3 4

24. Newsletter Campaigns

25. Newsletter Campaigns

26. Case Study – Penner-Ash Winery
B-to-C Newsletter B-to-C Newsletter
Open Rates Click Rates
Key Factors
50% 35%
• Highly
30%
qualified
audience
40%
25%
• Compelling
30% 20%
content
20% 15%
10%
10%
5%
0% 0%
Average Penner-Ash Average Penner-Ash

27. About CRM Group
• Founded May ’01
• Offices in Redmond, WA
• Help companies
– Acquire more customers
– Sell more to existing customers
– Improve their overall email marketing efforts
• Strategy
• Content development
• Deployment
• www.crmgroupusa.com – 425.827.7526

28. CRM Group Email Clients

29. Integrating Search & Email Marketing
Q&A
Jon Lisbin
Point It
JonL@Pointit.com
Terry Miller
CRM Group
Terry@CRMGroupUSA.com
February 18, 2009