chicago user group - pfl.com
TRANSCRIPT
Get Noticed. Drive Results.
Engage prospects and customers with these unique dimensional mail ideas.
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Who We Are
PFLisamarketingtechnologycompanythatprovidessalesenablementandmarketingautomationsolutions,aswellasprinting,mailing,andfulfillmentservices.Wedirectlyconnectorganizationstocuttingedgetechnologythatacceleratesproductivityanddrivesbusinessforward.
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State of the Sales and Marketing Union
Organizationsareusingnewtechnologyandtechniquesto:• AlignSalesandMarketingdepartments• Deliveracohesive,orchestratedcustomerjourneyacrossallchannels
Extendstoregularleadnurturing
Consumersseeonaverage3500marketingmessageseveryday*
3500
40%ofwhitecollarworkersspendatleast3hourseachweekdaycheckingworkemail*
40%
“I’msickofemail”-MarkOrgan,CEOandfounderInfluitive
*Samuel,A.(2016,March14).HowITamedtheEmailBeastatWork--andBecameMoreProductive.TheWallStreetJournal,WesternEd.,p.
R1-2.
Stagnantorshrinkingmarketingeffectiveness
Marketingthroughprint,mailand
giftingoccursinasilo,ifatall,
withoutthebenefitofonline
behavioraldata
It’sharderthanevertocutthroughthedigital
clutterandgettheattentionofprospects
Multi-channelmarketingisdifficult,timeconsuming
andunscalable
Salescyclesaretoodarn
long
Problem
The digital world is a crowded place. No one is going out of their way tohear what you have to say.
You have to get in front ofthem in a memorable,engaging way. But how?
It can be a piece of cake.
The GoalYou’ve got a thoroughly vetted target list. You’ve uploaded it into your marketing automation platform, and are ready to send an email driving prospects to your thoughtleadership whitepaper. You haven’t gotten final email permissions from your leads yet, but you know that the asset is a valuable resource for them – and will create the buzz you want.
The ApproachComplement your email with a concurrent display ad campaign, targeted social outreach, and to really stand out, send direct mail. Use a self-mailing piece that includes creative die-cut presentation, whitepaper messaging, and aPURL prompting a download of thewhitepaper.
You’ll bypass the spam filter and drive traffic to your website, all while delivering a cohesive experience.
Position Yourself as a Thought Leader
Position Yourself asa
Thought Leader
Build Awareness,
Pique Interest
e
The GoalYour latest tradeshow was a lead-capturing bonanza, and now it’s time to capitalize on those prospects. Trouble is, the other 250 vendorsthat exhibited are bombarding your mutual prospects with emails and phone calls.
You need a strategy that puts your brand directly in front of your leads, and captures their interest at the same time.
The ApproachIt’s time to use the power of dimensional mail to stand out and get noticed. Send a mailer that creatively showcases the power of your brand’s solutions.
You’ll put your brand directly into their hands, and you can follow-up with an email message.Incorporate social targeting to deliver an end-to-end experience that builds on your tradeshow momentum.
Build Awareness, Pique Interest
Keep Your LeadsWarm
The GoalYou have well targeted prospects that have shown some interest, but they’re not completely convinced. You need to keep your company infront of them, and show that you have the solution to a pain point that keeps them up at night.
The ApproachKeep them engaged with a box of branded gourmet chocolates, with a personal note, all packaged in a unique box! You’ll sweeten the relationship, demonstrate your creative side, and earn some appreciation from your prospects.
Pair the dimensional mail with targeted email that highlights your capabilities. Finally, use outbound phone calls from reps and relevant social messaging from your CMO to wrap the whole campaign in the proverbial bow.
Keep Your Leads Warm
Increase EngagementNow that you have their attention, it’s time to cultivate an engaging relationship with yourprospect.
Keep your message and your company in front of decision makers with timely, targeted outreachthat adds value every time you connect.
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The GoalYour biggest trade show is coming up in a month. Your manager asked you to double the booth traffic from last year and secure face-to-face meetings with a select group of targeted contacts. You have the budget fora high-value offer, and the list of targets is vetted and ready to go.
The ApproachYou’ve sent the first email invitation. You’re promoting the show on your website, on your social accounts, and through targeted banner ads. What else can you do?
Send them something unexpected like a lottery ticket! Wrapped in a self-mailing card with your log and messaging. This custom printed scratch off ticket reveals prizes ranging from water bottles to an all-inclusive vacation package in the Keys.
Your recipients have to bring their specific ticket to your booth, giving you the traffic you need with an offer that keeps the crowds coming.
Drive Booth Traffic
Drive Booth Traic
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The GoalEnrolling in college is a big decision that also takes commitment to following through with the application process. How do you keep your prospective student engaged through out admissions process so they don’t bail on you?
The ApproachEngage student and parents on multiple channels. Look to see where they left off in the admissions process to trigger the send of a letter or postcard to nudge them along.
A letter that outlines frequently asked questions to parents or guiding the student through the financial aide process decreases fall out rate of students.
Drive College Enrollment
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The GoalThe key contact at your prospect company wants to bring your solution on board, but he’s just one voice in a big company. There are 3 stakeholders that have to sign off on the contract before you can move forward. It’s been almost impossible to get them together, much less to agree that your solution is the one they need. You need to start a conversation on their end, and let it grow organically.
The ApproachHelp your champion by providing extra awareness of your solution to the final stakeholders and increase your visibility across the board. Send your champion a key and send stakeholders a locked box with a message that prompts them to visit thechampion to unlock the box. Inside the box are a few handouts that demonstrate ROI and some branded coffee mugs and pens. Your sales team will receive delivery alerts, so that they can step in and direct the flow, pulling them closer to a deal.
Increase Visibility
Increase Visibility
Close the DealThe courtship is well underway, and love(for your products and services) is in theair. And while the proposals have beencrafted, the coveted signature hasn’t appeared anywhere.
It’s time to open the throttle for increased sales velocity and tap into the power ofpackages.
— PFL.com/TMA — — 11 —
Schedulea Meeting
The GoalAfter a flurry of emails and voice mails, your sales executive has secured the name of the decision makerat the target company, but he is struggling to schedule the final demo with her. His ongoing outreach seems to have hit a brick wall and the opportunity has beensitting in the SQL stage for over a week now. How can you help move the relationship forward to a demo?
The ApproachIt’s time to make an offer she can’t refuse. Set up your marketing automation to identify opportunities that have stalled and trigger the send of a package that includes apersonalized note, a branded presentation, and a die-cutprint out of an Apple watch.
The offer is straightforward and compelling: If she’s willing to take a demo with the executive, she’ll receivethe real watch. Your sales executive will receive a package delivery alert from your automation system, allowing them to make a perfectly timed follow-up call.
Schedule a Meeting
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The GoalLegal sent the redlined contract back to the prospect. It’s in the hands of the decision maker, buthe’s been so busy that he hasn’t been able to put thatlast critical piece on it: his signature. You need to drivea sense of urgency and compel him to sign.
The ApproachSend the prospect a branded, custom box with a personalized note, and include the remote control for a high-end quad copter. The offer is simple: When the signed contract is back in your sales executive’shands, you’ll send the actual flying unit to accompanythe remote.
Your proactive outreach and the offer will help to move the deal forward, and his inner 8-year-old will love the aerial acrobatics.
Get the Signature
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Customer Retention and
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Ongoing EngagementOnce the contract is signed, there’s no reason to stop engaging with your customers. In fact,supplementing your digital outreach with tactilecomponents for new and existing customers canhelp foster goodwill, eliminate buyer’s remorse, and create a strong, healthy relationship thatstands the test of time.
The GoalCustomer loyalty is one of the most crucial factors inyour company’s success. The work doesn’t stop onceyou secure a new customer. You need a strategythat spurs repeat purchases and fuels new customer acquisition through word-of-mouth marketing.
The ApproachTry a tiered system to reward initial loyalty and encourage more purchases. Present small, digital rewards as a base offering for being a part of the program, and then encourage repeat purchases by mailing a gift as the customer moves up the loyalty ladder.
Keep customers hungry for more by sending gifts and a product catalog that are relevant to past purchases and web browsing history. For example, if a consumer buys biking shorts and has been viewing bikes on your website—send a branded water bottle and a catalog of bikes to encourage a purchase.
Reward and Retain Loyal Customers
Reward andRetain LoyalCustomers
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Leverage Tactile MarketingAutomation from within Eloqua tosend high-impact touches to your customers and prospects. The possibilities are only limited by yourimagination.
If you haven’t implemented multi-channel journeys that include dimensional mail, it’s time. Take advantage of the channel that cuts through the clutter, turns prospects into customers, and customers intoadvocates.
Tactile Marketing Automation
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866.930.5088 | [email protected]
Features
• PFLapponOracleMarketPlace
• Marketingconsulttodetermineproducts
• Personalized,timelyanddata-drivencommunication
• Fullyautomatedfulfillment anddelivery
• Realtimejobstatusanddeliverytracking
Eloqua Integration Overview
