1.
Presenter: Dalia Asterbadi
July 2014
CASL & NEW Marketing Strategies
Building Authentic Conversations & Engagement
to Increase Earned Value

2.
Relationship Management
Prospecting cannot be in
‘bulk’
Pressure on ROI
Look Beyond Numbers!
Community
Engagement
Target
List/Contacts
Context

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

4.
The 30 Seconds Guide to CASL “Compliance
Step 1:
Inbound
Disclaimer
•Assets,
Workflow on
inbound
outlets.
Step 2:
Content &
Engagement
•Tone Review
Step 3: Tools
& Templates
•Disclosure
Step 4: Audit
•CRM
Automation
& internal
actions

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!

7.
Resource:
The Marketer’s Guide to CASL
Segmentation
Relationship Management
Authentic flow

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 ;)