Download Tim Myers-Bucyrus Blades

B-to-B Email Part I
Constructing a B2B Email Program
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Tim Myers
President, ESCO Bucyrus Blades
GM ESCO Attachments
www.escocorp.com
Monday, March 5, 2007
What is ESCO?
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ESCO Engineered Products is a world leader for
highly-engineered wear solutions for global
construction and mining markets.
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
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Old Email Process
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Manual emails every 3+ weeks to
dealers – advise bucket and
attachment inventory availability
Over 27 content variations – sales
people and OEM equipment lines
No tracking of response rate
Limited creativity
Manual inventory content
Onerous to manage
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Our Email Challenge…
how do we position our product when a
decision is being made?
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B2B sale through original equipment
dealers
Over 52 regional competitors in
North America
Support 30+ ESCO sales
professionals nationwide
How do we cut through the noise?
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
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Our New Email Process built on
ExactTarget Enterprise
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Professional design by Optiem
API integration by Optiem
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Need to expand dynamic email
variations
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Oracle DB (real-time inventory by
OEM)
SalesLogix (sales contacts & reps)
Customized product solutions
Wanted personalization
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
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Inventory Capture and Email
Customization Process
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What did we deliver… WOW!
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Our new Email solution
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Automated Email Program
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Personalization
Current inventory list
Cross-selling opportunities
Leveraging traditional B-B relationships
Build ESCO brand equity
2x month frequency
No hassle solution!
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
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New Email Results
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30%+ open rates and increasing
20% sales increase
100% positive feedback from
reps/dealers
Reaching the unreachable
Increasing sales conversions
Tradeshow conversation starter
(“you’re the email guys”)
Email format allowing dealers to cut
& paste into customer pricing sheets
ROI = sales + time saved + awareness
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
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Lessons Learned
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Use creative & technology
professionals
Integration is key to ROI
Embrace new techniques
Don’t wait to do everything at once
(i.e. email without ecommerce)
Start small, evolve the program
Leave running room
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
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Credits/Thank You
Tim Myers
Bucyrus Blades
[email protected]
(419) 563-2629
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
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