A Quick review of the Anti-Spam legislation, it's impact and the other sources of impact to some organizations mix in demand generation. New sales and marketing channels, and solutions are reviewed.
3. Existing Relationships –
Leads or Contacts that are in
ongoing transaction activity.
Customers/podcast
subscribers
Non-Existing Relationships –
Leads or contacts that are
not formally your customer,
and are in the process of
communications.
Relationship Management & Overview
5. CASL “Approved” Strategies
Reduce Bulk Email (i.e DO NOT CALL List
etc)
Value-Driven Permission & Segmentation
Dramatically shifting to Authenticity,
Context, Connections
Segmentation
Consent
Disclosure
6. CASL Audit trails & CRM
Resources available @ www.whitecasl.com
• Automating the process
• Workflow to minimize risk
• Accountability is across teams, not
marketing only!
8. Companies with CASL Excellence
Relationship Tailored –
Focused on Value
Peer to Peer Driven Relationship Responsible
9. NEW Marketing Strategies
Communications & Prospecting
Keep core marketing strategies, remembering
the goal is conversion, not getting an opt in
• Lists Purchasing
• Prospecting cannot be in ‘bulk’
• Third-Party Affiliates
• Social Media Exhaustion
10. the next “advantage” to enriched ROI
1.
4.
3.
2.
Direct to Target 360 degree relationships
Brand Interest: Targeting, Content, channels etc
Channel Coverage/Persona Segments
Evangelism, local support
Relationship Management, the sweet spot between community
engagement, targeted lists and context.
11. Implementation of a pure relationship social prospecting engine
Customized Community-based Insights
Customized Brand Segmentation
Persona Segmentations
Conversion Analysis
New Toolkit Requirements
12. Expanding the DB on the common insights
and the buyers social Presence
Value Extension | Social Prospecting
Find Commonalities on
location, groups,
presence etc
John
“Champion”
13. Miranda is having a hard time with
Retention ---She cannot rely on tactics
to manage renewals.
Changing the sales process – one connection at a time!
Marketing Automation
Campaign ROI. Stage Validation. SQL vs MQL
Retention
Competitive Takeout. Risk.
Upsell. Stickiness. Adoption
Demand
Prospect Common Accounts. Qualify. Dead
leads. Stand out. Relevant content
14. Miranda is having a hard time with
Retention ---She cannot rely on
tacticsto manage renewals
Changing the sales process – one connection at a time!
Marketing Automation
Campaign ROI. Stage Validation. SQL vs MQL
Retention
Competitive Takeout. Risk.
Upsell. Stickiness. Adoption
Demand
Prospect Common Accounts. Qualify. Dead
leads. Stand out. Relevant content
15. CASL & NEW Marketing Strategies
Recap
Step 1: Define your Contact Flow
Step 2: Identify clear segments & review data requirements
Step 3: Build your tactical plan, pre July 1 and post.
Step 4: Get your CRM ready.
Step 5: Track your consent. Update your disclosure communications.
(whiteCASL provides the most unique way to track sender/resender
authentication tracking)
Step 6: Introduce new methods into mix
Step 7: Review Metrics
Step 8: Know your Social Exhaustion limits
Step 9: Measure Results, not data points
Step 10: Learn from high value contacts
COMMUNICATIONS
WITHIN CANADA?
SOURCE OF
RELATIONSHIP
STATUS
CONSENT
AUDIT &
LOOP
16. Your Business – How it can count – Wealth
Management
You manage 100’s of thousands of households & Your marketing
effort may be limited based on knowledge of your customer –
Advisors have no window to access intelligence
realSociable can:
Notify each broker when a client changes jobs or buys a new
home
There is a Window of Opportunity to upsell but also connect and
keep the relationship strong.
realSociable can:
Let you know when there is a specific event one of your big
clients is attending who may be a flight risk.
realSociable can:
Allow you to preview twitter conversations your customer is
having with another firm.
Business is social.
Thank you. Contact me* if you want access to the guides &
resources:
1.647.821.9649 dalia@realSociable.com
*You have my express consent to reach me ;)
Notes de l'éditeur
The mutually Inclusive
The mutually Inclusive
The mutually Inclusive
Miranda is an example of one of customers – she is an account manager of a SaaS company and despite the health of her sales funnel – retention is a big part of her quota and bonus. Miranda has to manage a daily task list of activities and although her team have build a sophisticated nurture program where renewal emails, stay in touch and whitepapers are downloaded – she is still challenged with making a positive impact to her customers – why? Cause she is missing the ability to find the right point and the brief window of opportunity where these signals can allow for a good coversation.
Let’s just look at ths simple example – 6 months before her customers renewal is up, she picks up the idea her champion has relocated and also left the company. If she doesn’t act now and engage in that brief window of opportunity – what a surprise renwal that would be. And this is just the simplest of examples – think about the last time you found out your customer visited a competitor and you discovered this after the fact – We all have had leads that stop answering your phone call – do we want to chase them – or find an opportunity like a new company announcement or a customer chapiond that may be connected to them that can help. These relationships evolve and we cannot dismiss our ability to genuinely engage them because of our sales approach or our need to close. The buying schedule may not be always saligned with your quarter. Having realSociable provide a holistic view of the funnel gives you a confidence of discovering tid bits that can accelerate several conversations pro-actively – impacting your pipeline velocity – without compromising your relationships.