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Use Email to Draw Consumers Deeper into the Funnel
Ryan Phelan, VP Strategic Services, BlueHornet.comJennifer Perry, Email Marketing Manager, Match.comMark Floisand, COO, Untangle.com
Today We Will:
> Understand the relationship between B2B and B2C email engagement strategies
> Discover the impact of advocacy in the “new” marketing funnel
> Share real-world examples of both B2B and B2C engagement strategies
> Discuss potential risks with engagement
Changing the funnel – Adding in Engagement
> Old funnel did not incorporate the power of a multi-channel approach> Word of mouth advertising was not a
“real” medium & engagement was not maximized
> Change in overall approach the marketing funnel to incorporate:> Social media> Word of Mouth> Advocacy> Loyalty> Increase in consumer expectation of
relevancy
> Advocacy puts a greater emphasis on relevancy and relationship & the marketing communication changes
Source: Forrester Report: Marketing's New Key Metric: Engagement
- Brian Haven, 2007
Current State: Email Engagement
> What is the state of engagement programs in the industry and your respective companies?
> How do the B2B and B2C worlds align?
> How are they separate?
Email Engagement in the Real World
> What short- and long-term customer engagement approaches are working for your business?
Recap:
> B2B and B2C marketers should learn from each others’ successes and failures
> The advocacy concept changes marketing communications
> A mix of short- and long-term strategies help push consumers into the funnel