tailieunhanh - Optimising the B2B Sales Funnel 4 action points for smarter email marketing

The point of view shots here allow us to experience the emotions of the female lead character as she is left alone in a room full of policemen. In a very direct way, we gain an insight into the emotional vulnerability of the character played by Jodie Foster and empathise with her. This visit to the funeral home also triggers her childhood memory of the trauma she suffered when her father was killed. The point of view shot leads us into a flashback in a very subtle and seamless way – another example of the invisible storytelling of the continuity. | PERSPECTIVES The Marketing Executive Circle Optimising the B2B Sales Funnel 4 action points for smarter email marketing By Andrew Sanderson Managing Director Ansaco This paper identifies four points in the B2B sales process which can be made more effective and more efficient via smarter email marketing techniques contact acquisition contact qualification contact nurturing and lead generation. For each of these four areas it identifies what to do and the reasons why. A coordinated strategy will make full use of proven email marketing techniques and deliver measurable support for the B2B sales process. PERSPECTIVES 1 - Contact Acquisition What to do - Identify the staff transition rate among your customers. - Identify the churn rate for your B2B contacts. - Compare with the current rate of contact acquisition. - Define strategies for contact acquisition. - Set contact separate acquisition targets for - Replacements - Additions. - To achieve net growth the sum of replacements additions must be greater than the loss rate. Reasons why B2B companies must continually acquire new contacts The transitions in the economy are continual and ongoing. The compound effects of natural driving forces cannot be halted. The annual churn rates and their causes are Organisations - rationalisation off-shoring insolvency Staff - layoffs transition to new jobs. Lost contacts reduce the effectiveness of online marketing The impact of staff transition on B2B email marketing is often over-looked. Invalid contact records significantly reduce the effectiveness of B2B email marketing Inflate target groups sizes. Increase transmission volumes and costs. Suppress open click and successful response rates. Distort conversion ratios in all stages of the sales funnel. Reduce the validity of insights for future planning. If lost contacts are not replaced as they disappear a B2B database will inevitably shrink. The typical annual loss rates in European B2B databases are Organisations - up

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