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B-to-B Email Part I Constructing a B2B Email Program More data on this topic available from:: Tim Myers President, ESCO Bucyrus Blades GM ESCO Attachments www.escocorp.com Monday, March 5, 2007 What is ESCO? More data on this topic available from:: 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. 2 1 Old Email Process More data on this topic available from:: 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 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 3 Our Email Challenge… how do we position our product when a decision is being made? More data on this topic available from:: 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. 4 2 Our New Email Process built on ExactTarget Enterprise Professional design by Optiem API integration by Optiem More data on this topic available from:: Need to expand dynamic email variations 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. 5 Inventory Capture and Email Customization Process More data on this topic available from:: © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 6 3 What did we deliver… WOW! More data on this topic available from:: © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 7 Our new Email solution Automated Email Program More data on this topic available from:: 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. 8 4 New Email Results More data on this topic available from:: 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. 9 Lessons Learned More data on this topic available from:: 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. 10 5 Credits/Thank You Tim Myers Bucyrus Blades [email protected] (419) 563-2629 More data on this topic available from:: © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 11 6