Silverpop - Guest Q&A: Flywheel360 on Lead Management and Segmentation
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Guest Q&A: Flywheel360 on Lead Management and Segmentation

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by: Will Schnabel (@wschnabel)
22 November 2011

This month, I’m excited to have Ryan Mantzel and Matt Martelli, both co-founders and principals for Flywheel360, featured on our Partner of the Month blog. Flywheel360 is a demand generation agency that specializes in aligning sales and marketing efforts to maximize company resources, generate actionable leads and drive revenue. We asked them a few questions regarding lead management and segmentation, and they had some great insights to share:

1) Do you have any advice for re-engaging contacts that have been inactive for a year or more?

[caption id="attachment_2657" align="alignright" width="218" caption="Matt Martelli (left) and Ryan Mantzel, co-founders and principals for Flywheel360"][/caption]

Martelli: I would segment out the list into a few buckets based on what you know about the contact: type of contact (prospect or customer), length of inactive status, level of interest, and reason for disengagement (if you know this information). Try a “We Want You Back” campaign with a simple survey asking them to share why they stopped responding to your emails. Incentives that are related to your products and/or services work extremely well in this type of campaign. It also shows that you genuinely care about keeping their business.

Mantzel: An easy campaign to clean up your database is a “Help Us Update Our Records” campaign, where you offer contacts a chance to update their preferences. This will help you verify email addresses and keep your database updated. In addition to that, any current events related to their initial inquiry can help them re-engage. For a higher ed example, “New Classes Are Forming” and “New Degree Programs Are Now Available” seem to work well in this space.

I’d also recommend adding a re-engagement program that’s triggered any time a lead is lost. This way, you never have to play catch-up.

2) Do you segment your email addresses by individuals that have responded to previous campaigns?

Martelli: You should segment your audience based on previous behavior, role, buying horizon and any factor that you deem valuable. Create buckets or save queries off your main database to segment your most active contacts, your part-timers and your inactives. I’ve always found that a good survey can help you further segment a database and fill in critical information that will allow you to better converse with your audience in future mailings.

Mantzel: I’d also include progressive forms as a way to continually update your database in small, unobtrusive increments.

3) What’s the best way to ensure a lead is not included in multiple nurturing programs and getting bombarded with emails?

Martelli: Most Tier 1 ESP’s will have frequency controls and rules that can be set to ensure that you don’t bombard a contact with emails. Rule sets can also be created in your CRM (Customer Relationship Management).

Mantzel: I agree with using a database (CRM ESP, etc.) to apply a rule set and safeguard. I’d also suggest that there are times in which having programs overlap is OK. For example, you may have contacts that want to receive your newsletters and be a part of product updates but are not interested in special offers. Think about implementing a preference center. This will allow contacts to subscribe to the types of messages they want to receive and how often they want to receive them.

4)  How do I ask my team of writers and designers to do multiple emails for a campaign, instead of one or two?

Martelli/Mantzel: Believe it or not, you’ll spend more time doing one-offs than you will with a triggered email campaign or even a well-thought-out comprehensive nurturing program. Think about it: You send out an email, and based on response or lack thereof, you most likely will send out a follow-up. For those that didn’t respond, you might change the subject line or offer a text-based email. The problem with sending out one-off email blasts is that it’s a passive approach that puts your marketing team on its heels. By actively mapping out the sequence of emails and building triggers, you’re sending the right message at the right time.

On a multistep email program, the work is done up front, and your writers and designers can spend their time on other initiatives. If you’re using a CMS or Tier 1 ESP with an asset library, then you can further streamline the process. This will allow the creative team to provide a host of updated content, including images and copy for you to use as needed. Now you can start focusing on dynamic content based on segmentation, instead of creating multiple emails to address your different audiences.

5) Could you expand on the concept of integrating email with CRM?

Mantzel: Integrating your email service provider with your CRM allows for multiple channels to update prospect/client records, determining who should be in what nurturing program and when. Your sales force is updating contact/lead records within the CRM, your data partner is sending you updates/data refreshes of your database, and your prospects are providing constant feedback to their contact record. To do this efficiently and effectively, you need to have an automated workflow between your ESP and CRM. This allows your marketing team to utilize the best features of your ESP to get the right message to the right person at the right time.

From initial engagement to robust conversions and sales, Flywheel360 helps businesses streamline their pipelines with total visibility on ROI.  For more information about Flywheel360, please visit http://flywheel360.com/.

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