Instructed by Craig Klein.

1. Email Marketing that
Generates Leads:
Using Content in a Sales Environment
Craig Klein
CEO
SalesNexus.com

2. Today You Will Learn
• What does work in Email Marketing in 2014.
• Why content is king in email marketing.
• How to create a content campaign that
customers will look forward to.
• How your content campaign can pre-qualify
sales leads.

3. CEO and Founder – SalesNexus.com
CRM and Email Marketing
20+ years, hiring, training,
Managing sales people in Energy &
Technology.
Author of Grow Sales with Emails, The Magic 5 of
Content Based Email Marketing….
About Me

4. Agenda
• Big brands and small businesses all struggle to
create email marketing content that is
compelling and engaging AND not spammy.
• We'll discuss the fundamental principals of what
works and what doesn't work in email marketing
in 2014
• Describe a simple process to create campaigns
that engage customers and pre-qualify them for
sales contact or movement to a 2nd or 3rd tier of
email campaigns.

5. What Are Most Brands Doing Now?
Newsletters – links to blogs, staff & product
updates, etc.
Event Invitations – trade shows, luncheons,
webinars, etc.
Specific Calls to Action – sign up now, buy now,
save now, etc.

6. Why Isn’t It Not Working?
• Your Emails look the same as everyone else’s.
• Mobile! – 50% +
• Wrong people, wrong message, wrong time
• It’s all about you.

7. Bad Timing

8. Sales Pitches Don’t Work
 Opt Out Accelerates
 Turn off most of your leads before
they’re ready to buy

9.  Meaning of an Open
 Meaning of a Click

10. Cold Leads – old leads, purchased lists, industry group memberships
- Educational and Informative Content
Referrals, Networking
- Educational and Informative Content
Web Leads
- Competitive Comparisons, Case Studies, CTAs
Qualified Prospects in the Pipeline
- Case Studies, Testimonials, CTAs
New Clients
- How To, Best Practices, Upsell/Cross Sell
Existing Clients
- Upsell/Cross Sell, Surveys, Content
Former Clients
- Educational and Informative Content, Surveys

11. Educational & Informative Content

12. Case Studies & Testimonials

13. Finding Content

14. Finding Content
Business Pain
• Revenue
• Costs
• Customers
Low revenue / market share / close rate
High cost of goods sold / labor cost
Poor delivery of services
Personal Pain
• Income
• Career
• Work Environment
Low bonuses, commissions, compensation
No recognition, no promotions / career path
High workload, poor work–life balance
Technical Pain
• Processes
• Systems
• Employees
Slow, broken, or manual processes
Poor system or employee performance
Lack of reliability

15. Move The Needle

16. 80% Not Closed
X 20% close rate
16% Customers
Later!
80% increase in
Sales!
Customers
20%
Qualified
30%
Contact
20%
No Contact
30%
Lead Results
Customers
Qualified
Contact
No Contact

17. Move The Needle
• Write down 4 Pain Questions
• Find your content
• Write the emails
Create Your Content Campaign

18. 1. No Content = No Long Term Relationship
2. Don’t Sell Until You’re Asked To
3. Everyone Has a Campaign – Increase Sales!
4. Try SalesScripter.com to identify Pains and
Content Topics
5. Try LeadFerret.com to build your list.
Key Takeaways

19. www.onlinemarketinginstitute.org
Thank You!
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