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?

Future Applications

> What new programs are possible and what have you learned?

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

Thank You