In our next MarketingSherpa webinar, you'll learn how an enterprise software solutions startup was able to develop a marketing campaign that repeatedly generated impressions from influential buyers and decision-makers at a fraction of the cost of traditional direct mail campaigns. Join Daniel Burstein, Director of Editorial Content, MECLABS, and Bob Birge, Marketing Director, Blue Pillar, as they discuss how to: • Create and design physical, dimensional mailers to coincide with email campaigns • Stand out in a typically red ocean environment • Create real brand awareness at a cost that would make even the most frugal companies blush • Conduct a campaign that delivers high-level qualified lead opportunities into the sales pipeline • Make a serious impact for your company with minimal time and financial investment • Raise your batting average significantly by using proven, age-old traditional marketing practices in today’s crowded, tech-driven environment This presentation is provided courtesy of Oracle Eloqua

1. Brought to you by:
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2. Brought to you by:
How a Tech Company Increased Briefing Calls
50% by Combining Physical Mail and Email

3. Brought to you by:
Speakers
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Bob Birge
Director of Marketing
Blue Pillar

4. Brought to you by:
We’re live streaming
MarketingSherpa.com/LiveWebinar

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Ask questions and tell us
what you learned on Twitter!
#SherpaWebinar

6. Brought to you by:
Related resources
Lead Gen Summit 2014 Call for Speakers
Multichannel Marketing: Direct mail, phone and email combine to lift executive briefing calls 50%
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B2B Marketing: How Cisco transformed its marketing strategy to better serve customers [Video]
Search Marketing: Can your marketing team identify your buyer personas?

7. Brought to you by:
What is Blue Pillar?
• Critical power technology company, Indianapolis headquarters
• Manages energy assets for mission critical organizations
• Lowers operational costs
• Mitigates risk and assures compliance
http://www.flickr.com/photos/mcc_indianapolis

8. Brought to you by:
Blue Pillar Digital Energy Network’s primary audience
Primary Customers
http://www.flickr.com/photos/jowo http://www.flickr.com/photos/elamormuerde
http://www.flickr.com/photos/pennstatelive
http://www.flickr.com/photos/kingcounty/
http://www.flickr.com/photos/markcoggins/

9. Brought to you by:
http://www.flickr.com/photos/markcoggins/
Blue Pillar Digital Energy Network’s primary audience
Primary Customers
http://www.flickr.com/photos/jowo http://www.flickr.com/photos/elamormuerde
http://www.flickr.com/photos/pennstatelive
http://www.flickr.com/photos/kingcounty/Problem: Reaching the right
person

10. Brought to you by:
Problem: Reaching the right person
http://www.flickr.com/photos/jowo
http://www.flickr.com/photos/greenenergyfutures
Target industry
Beneficiaries
Decision makers

11. Brought to you by:
First Approach: Accessing the C-suite
Primary and secondary research
Names
Titles
Phone numbers
Email addresses
Attempting to start the conversation
• No existing relationship
• Cold calls and emails

12. Brought to you by:
First Approach: Accessing the C-suite
Primary and secondary research
Names
Titles
Phone numbers
Email addresses
Attempting to start the conversation
• No existing relationship
• Cold calls and emails
Client
1 executive briefing

13. Brought to you by:
First Approach: Accessing the C-suite
Primary and secondary research
Names
Titles
Phone numbers
Email addresses
Attempting to start the conversation
• No existing relationship
• Cold calls and emails
1 executive briefings0

14. Brought to you by:
Second Approach: Going directly to buyers
Using an outside lead generation company
• Setting up face-to-face meetings

15. Brought to you by:
3 Meetings in Texas

16. Brought to you by:
3 Meetings in Texas1

17. Brought to you by:
3 Meetings in Texas0

18. Brought to you by:
Case Studies
Announced
MarketingSherpa.com/WebOpt

19. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1219
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Attend the Modern Marketing Tour –
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20. Brought to you by:
Learning from our mistakes
Need to establish an
initial connection
Identify key
players
Email is not great for
introductions

21. Brought to you by:
Be different, get noticed
If we offered something unique to start the relationship,
would that result in more initial conversations?

22. Brought to you by:
Campaign goals
Create brand awareness Keep the message simple
Schedule introductory meeting List cleanse and management

23. Brought to you by:
Campaign timeline

24. Brought to you by:
The send
Customized
souvenir
baseball bat
Personal,
themed letter

25. Brought to you by:
Next Steps:
Remember the baseball bat?
That was me.

26. Brought to you by:
Next Steps:
It was nice talking to you, can I
set up a conversation to discuss
how we can help you?

27. Brought to you by:
Next Steps:
Let me tell you about how we
can help you.

28. Brought to you by:
Campaign results
Verified through follow-up calls
100% of targets received
the package 14 executive
briefing calls
21 calls with
engineers and
facility managers

29. Brought to you by:
Impact of the results
Dead-end meetings with
non-decision makers
Meetings with key players
AfterBefore

30. Brought to you by:
Impact of the results
Dead-end meetings with
non-decision makers
Meetings with key players
AfterBefore
60% - 75% Meeting Success
Rate

31. Brought to you by:
Top Takeaways
Connect where others neglect
Establish an offline connection
Use email to keep things moving

32. Brought to you by:
Top Takeaways
Connect where others neglect
Establish an offline connection
Use email to keep things moving
Be original

33. Brought to you by:
Speakers
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Bob Birge
Director of Marketing
Blue Pillar