Renee Chemel provided examples of successful (and not so successful) re-engagement campaigns. Live recording on http://www.brighttalk.com/webcast/43/41435

1. DemandGen EMEA: Generation Webcast #10
Case Study: ECI Telecom : How to use content marketing and
advanced segmentation to re-engage a dormant
database
March 14th 2012 (10amUK/11am CET)
Renee Himelhoch Chemel John Sweeney
Sr. Marketing Manager, Customer Success Director
Global Programs DemandGen UK
ECI Telecom Twitter #MARKOPS

2. Who are DemandGen?
Lead Management, Marketing Automation and Demand Generation know-how
John Sweeney
Customer Success Director
DemandGen UK
• John.sweeney@demandgen.com
• DDI: +44 207 096 1835
• www.demandgen.co.uk #363 in Inc. Magazines 30th (2011) Annual “Fastest
• L “B2B Marketing Automation UK” Growing Private Companies”

3. Content Marketing Summit
This webinar is part of the Content
Marketing Summit on BrightTALK™
If you want to organize your own webinars
and videos - request a free trial and call
back from the product pages (at the bottom
of the screen).

4. Laying the Groundwork
for a Great First Date
How to use content marketing and
advanced segmentation to re-engage a
dormant database
Renee Himelhoch Chemel
Sr. Marketing Manager, Global Programs

5. The
company ECI Telecom
The B2B telecom market,
marketplace 12-18 month complex sales cycle
Network infrastructure solutions
The product
for telecom providers
Automated email marketing subscription
The channel
re-engagement
The
Start conversation in order to put into
campaign
objective nurturing

6. Case study background
 Dormant database
 Existing tactics ineffective
 Already spent budget to get
these inquiries
 Opt-in already
 Costs 5x more to find new
lead – then re-engage
existing one
 If do nothing – real waste

7. The challenge
 Re-engage these
existing leads at low
cost
 Leads that already exist
are of higher quality –
then picking up
someone new
 Need to entice them
with some incentive

8. The goal

9. The goal

10. Name Address P.number E mail
David 132, Bridgtown BG23 Missing Missing
4YZ England
Jacob Missing Missing Jacob@gmail.com
Sit
Danny Gat Missing 83733041193655
Missing
Gordon 101, Oak Da91 1KE
Ron California Missing
Missing
Missing 02322354877600 by513@domain.com
Barney Clean

11. Getting ready for your first date
Step 1 Step 3
Find right Look your best
incentive
1 2 3 4
Step 2 Step 4
Put your best foot Fill in missing
forward details

12. 1 What is the enticing call to action?
How will you use that to re-engage your database?
Result: Found the right incentive to re-ignite engagement

13. 2 How do you put your best foot forward?
You only have one chance to make a great impression.
Result: Spark was created

14. How to put it all together with the right
3 finishing touches.
Result: Look different than the day-to-day; making you feel different

15. 4 What questions should you be asking?
What kind What’s Where did
of food do your you go to
you like? hobby? school?
Where
were you What is
born? your sign?
Result: With the right answers segmentation was complete

16. SEND

17. 1st date

18. Great first date
Step 1
Find right
incentive
1

19. Great first date
2
Step 2
Put your best foot
forward

20. Great first date
Step 3
Look your best
3

21. Great first date
4
Step 4
Fill in missing
details

22. Great first date
Step 3
Look your best
3

23. Great first date
Step 3
Look your best
3

24. Great first date results
% %
Emails Opens Open Click- Visitor Form Click-
Received Rate (%) Through Click- Submits through to
through Conversio
Rate (%) n Rate (%)
19674 2496 12.68% 975 39.06% 370 37.95%

25. Bad first date
Step 1
Find right
incentive
1

26. Bad first date
Step 1
Find right
incentive
1

27. Bad first date results
% %
Emails Opens Open Click- Visitor Form Click-
Received Rate (%) Through Click- Submits through to
through Conversio
Rate (%) n Rate (%)
19627 519 2.64% 54 10.40% 17 31.48%

28. Another great first date
Step 1
Find right
incentive
1

29. Another great first date
2
Step 2
Put your best foot
forward

30. Another great first date
Step 3
Look your best
3

31. Another great first date
4
Step 4
Fill in missing
details

32. Another great first date results
% %
Emails Opens Open Click- Visitor Form Click-
Received Rate (%) Through Click- Submits through to
through Conversio
Rate (%) n Rate (%)
31743 4568 14.39% 654 14.32% 378 57.80%

33. Pre-date checklist
Step 1 Step 3
Find right Look your best
incentive Design and
Content implementation
1 2 3 4
Step 2 Step 4
Put your best foot Fill in missing
forward details
Power of subject line Segmentation

34. Pre-date checklist
Step 1 Step 3
Find right Look your best
incentive Design and
Content implementation
1 2 3 4 Nurturing
Program
Step 2 Step 4
Put your best foot Fill in missing
forward details
Power of subject line Segmentation

35. Top takeaways
Find the best incentive –
content

36. Top takeaways
Find the best incentive –
content
Make the best impression –
make your audience take
notice and want to know more

37. Top takeaways
Find the best incentive –
content
Make the best impression –
make your audience take
notice and want to know more
Segment in order to push inquiries
through funnel to revenue

38. Renee Himelhoch Chemel
renee.chemel@ecitele.com

39. Next Webcast: Marketing Automation #11
Generating revenue from Inbound
Marketing and Social Media”
Apr 12th - 1pm UK/2pm CET
Reinhard Janning
CEO – DemandGen Europe