DAY 1
10:30-11:30 Joseph Jaffe
Keynote Title: "Flip the Funnel: How to Use Existing Customers to Gain New Ones"- Email's New Critical Role
Session Description: With today's exponential advances in technology innovation and adoption, companies have limitless ways to connect with their customers, which means a renewed and reinvigorated role for email. In the first ever presentation of his new book, "Flip the Funnel: How to Use Existing Customers to Gain New Ones," thought leader Joseph Jaffe will introduce and demonstrate email's value as a vehicle for meaningful, valuable and timely dialogue.
Today, customer service 2.0 - alongside its umbrella parent, customer experience - is capable of profoundly differentiating a brand from its competitors. In his presentation, Jaffe will provide methods of establishing powerful relationships with customer evangelists, and show how to equip this base with the necessary tools, techniques and incentives to spread word-of-mouth recommendations and referrals to social networks, trusted peers and communities.
You won't want to miss this session to learn how to harness these powerful tools and give yourself a distinct competitive advantage.
11:30-12:00 Moderated by: Stefan Tornquist
Session Title: Flip the Funnel-Continuing the Discussion
Session Description: Is retention really the new acquisition? Stefan Tornquist, Research Director, MarketingSherpa will host a moderated Q&A with Joseph Jaffe following his keynote. The session will run for 30 minutes giving audience participants ample time to speak up.
1:30-2:00 Brian Carroll (B2B Track)
Session Title: How to Design Email Lead Nurturing Programs That Drive Sales
Description: This is a can't-miss presentation for B2B marketers who must nurture prospects through a long sales cycle. Lead nurturing expert Brian Carroll, author of "Lead Generation for the Complex Sale," will describe how to create and manage email nurturing tracks that progress early-stage leads through the marketing funnel to the sales funnel. He'll provide case study examples and best practices that you can immediately apply to your own campaigns.
1:30-2:00 Andrew Chang, AirTran Airways (B2C Track)
Session Title: Successful Email List Management: Fixing the Leaky Bucket
Description: This session will highlight AirTran's secrets for phenomenal list growth - a more than 15% increase. You'll learn tactics such as celebrity endorsements, and how to prevent hard-earned subscribers from falling off your lists through application of these powerful lifecycle management programs.
AirTran's Andy Chang will share his know-how and the results of these campaigns, while also giving a sneak peek into future plans that include completing the lifecycle continuum with an opt-out survey and reactivation trigger.
2:00-2:30 Matt Barker, Telehealth Services (B2B Track)
Session Title: The Heat-Seeking B2B Email: How to Customize Messages to Target Sales-Ready Leads
Description: Learn to hone your B2B email messages to shorten a long sales cycle and drive quality leads - even in a down economy. This session will illustrate how one high-end healthcare IT solution provider followed a broad-based, multi-channel lead generation campaign with targeted emails built around buying behaviors and the unique needs of targeted facilities and decision makers.
The end result? Targeted messages created a "product champion" at prospect companies, who had the background data they needed to make their case for the product to a large buying committee.
2:00-2:30 Carolyn Nye (B2C)
Session Title: Must-have Triggered Campaigns for Every Business
Session Description: Move beyond shopping-cart abandonment emails with a portfolio of triggered campaigns that re-engage visitors and capture lost revenue. In Carolyn Nye's four years at S&S Worldwide, she has introduced and refined a highly successful, triggered email strategy that includes welcome emails, search/browse abandonment, reactivation campaigns (on anniversary of last order), product review requests and more.
In this session, you'll learn to analyze the benefits of certain types of triggers, and how to effectively implement and optimize campaigns that retain customers.
2:30-3:00 Adrian Olvera (B2B Track)
Session Title: Short-and Long-Term Strategies for B2B Email List Growth
Session Description: As businesses continue to invest in email marketing for strong ROI, there is inevitable strain on the email program. In this session you will hear some of the ways that Dell SMB Marketing was able to lift organic list growth in some regions by 16-20% without turning to hunting tactics.
Additionally, you’ll learn helpful tactics on optimizing the B2B preference center. When the US email preference center was encountering high bounce rates, Dell optimized the page layout and decreased these rates by 24%.
2:30-3:00 Thomas Nuspl (B2C Track)
Session Title: From 10 to 100: How USAA Delivered 10 Times as Many Campaigns with No Additional Resources
Session Description: In 2007, USAA had no email channel to speak of. Today it is one of their top channels for product acquisition. Learn how Thomas Nuspl, Senior Manager, Email Marketing Strategy and Capabilities, used the elemental pieces of an email campaign, such as relevance, automation, analytics and operational efficiencies, to create more than 100 high-performing campaigns per month. They did it with the same resources that were in place two years ago, when they sent just 10 campaigns per month.
3:30-4:15 Bob Johnson (B2B Track)
Session Title: Exclusive Research: How Content Dictates Email Timing
Session Description: See how lead generation is evolving through email communication that incorporates in-message navigation, social links to conversations and the ability to drill through messages to profile-based, relevant content.
Bob Johnson of IDG Connect will explain these forms of "active email," and show you the following: what types of content requires longer delays in follow-up/follow-through; how often relevant, email-based content is passed along to others; the average number of times different content types are shared; and how to conduct a quick self-assessment of timing performance and active email readiness.
3:30-4:15 Feddersen, Vessey, McDonald (B2C Track)
Session Title: Lifecycle Marketing - Starting at the Zygote Stage
Session Description: Parenting Magazine does lifecycle marketing like no other - literally, from conception to birth and beyond. The team's highly relevant, triggered email campaigns provide new parents with targeted content before and during their pregnancy, and then maintains the relationship once the child is born by offering helpful tips for each stage of the child's growth.
This session will explain the steps needed to create truly engaging lifecycle campaigns, such as using segmentation criteria that dramatically increase relevancy without dramatically increasing content development, and identifying critical touch points in the relationship.
4:15-5:00 Nash & Siler (B2B Track)
Session Title: It's Alive! Bringing Dead Prospects Back to Life with Email Marketing
Session Description: Through years of diligent data collection, BMC Software had amassed an impressive database of interested prospects in their industry. However, many of these names hadn't been marketed to in years. BMC needed a strategy to identify any new opportunities and clean out invalid data. In this case study, we present a campaign that takes a large, complex database of prospects, and executes an email data cleanup campaign.
How do you design an email campaign that both validates interest and has broad appeal? This campaign generated immediate opportunities, and served to enhance BMC's marketing database. Along the way, we'll cover creative strategy, offer strategy, testing, segmentation and landing page design.
4:15-5:00 Harmon, Dorton, Chenn (B2C Track)
Session Title: Be an Email Creative 'Top Chef'
Session Description: How can you find out if your email creative is "plated" to perfection? Test, test. test. Three leading marketers will serve up details and results on the "QuickFire" challenges they put their own email creative through, including design, copy and coding.
Focusing on their individual email programs, they'll discuss all the ingredients that go into preparing and executing a successful email creative test that promises to be loaded with Monday morning action items for your own creative needs.
DAY 2
9:00-9:30 Sergio Balegno
Session Title: E=SM 2: A Formula for Email and Social Media Marketing Success
Session Description: A discussion on why email needs social media, and social media needs email.
9:30-10:30 Sergio Balegno + Panelists
Session Title: Connect with Subscribers Wherever They Are: The Intersection of Email and Social Media
Session Description: See exactly how email and social media work together in this panel discussion that features a cross-section of email and social media experts and MarketingSherpa data charts that reveal how the channels are merging.
Confused by where to go next? You're not alone. Our research shows that a lack of a clear email/social integration strategy was the most significant barrier to the success of social sharing campaigns. But panelists will share real-life solutions to this problem and invite the audience ask questions about how their own email campaigns can tap into the power of social media.
11:00-11:45 Dela Quist
Session Title: Talk to Me: Collecting Permissions in a Multi-channel World
Session Description: In today's fragmented media world, reaching customers and prospects is increasingly difficult. The challenge for savvy marketers is no longer just about media choice – it's about eliminating the middle man by getting customers to allow you to reach them directly.
As speaker Dela Quist, CEO of Alchemy Worx recalls from his sales days, "Never let anyone do the selling for you, if you can get directly to the decision maker." In this session, Quist will leave you with a greater understanding as to why you must make opt-in a core part of your marketing strategy and provide guidance on how to collect permissions.
11:45-12:30 Stefan Tornquist
Session Title: Bonus Workshop Excerpt: The Rules of Opt-In Attraction
Session Description: Whether you're looking for more email names, social contacts or mobile connections, opt-in tactics are based on fundamental principles and best practices. Join Stefan Tornquist, Research Director, MarketingSherpa, for data and innovations in the science and art of increasing engagement, using highlights from MarketingSherpa's day-long workshops about email and social media.
2:00-2:45 Pam O'Neal (B2B Track)
Session Title: How to Use Social Media and Email for Prospecting
Session Description: Email and social media are not mutually-exclusive tactics. Each can - and does - support the other at BreakingPoint, an emerging leader in the world of network and cyber security testing. When MarketingSherpa first profiled BreakingPoint’s social media success in 2008, the company had used its blog, Twitter, LinkedIN and a number of other tools to attract a rapidly-growing community of interest and early product evangelists.
Now, just one year later, BreakingPoint's Vice President, Marketing, Pam O'Neal will provide an update on their continued success, as well as an in-depth strategy session on how to use email and social media symbiotically for prospecting.
2:00-2:45 John Mast (B2C Track)
Session Title: Building Long-lasting Relationships through Email, Social and Mobile
Session Description: Learn how Expedia Cruise Ship Center integrates email, social media and mobile for overall success in attracting and retaining customers. At the core of their strategy is their tri-messaging which adheres to a strict mantra that all messages be customized, relevant, anticipated and personalized.
John Mast, VP Marketing, will walk through Expedia Cruise Ship Center's initiatives to gain a prospect's permission to market to them, creative ideas and best practices for outgoing communications, and how they have built a community through social media initiatives.
This session will give you knowledge for building a campaign that incorporates tri-messaging, how to personalize through segmentation and relevant content, and finally, how to know when "enough is enough" when it comes to sending.
2:45-3:30 Keith Nyhouse (B2B Track)
Session Title: Connect with the social sphere-using email to attain customer testimonials
Session Description: For Qwest Communications, integrating social networking into the campaign mix has been a recipe for success. In this session, Qwest's own Director of Online Marketing, Keith Nyhouse, will review the three phases to their approach in learning and engaging the impact of social networking, highlighting a specific case study that shows how they drove testimonials via email and social media tools.
2:45-3:30 Marc Majers (B2C Track)
Session Title: How to Use Social Elements to Achieve Specific Email Goals
Session Description: What role should social media play in your email strategy? It can do more than you think. See how the Cleveland Institute of Art increased website traffic, email list quality and response rates through successful social media infusion into its overall email communication process. Based on a three-pronged approach you'll learn how to achieve similar results for your organization.
3:30-4:15 Panel (B2B)
Session Title: Mounting the New Challenges of Deliverability
Session Description: Every undelivered email is a lost lead. Three deliverability experts will field your questions, teach you how to maximize deliverability, and discuss key elements you should follow to ensure a good reputation.
3:30-4:15 Panel (B2C)
Session Title: Mounting the New Challenges of Deliverability
Session Description: Every undelivered email is a lost lead. Three deliverability experts will field your questions, teach you how to maximize deliverability, and discuss key elements you should follow to ensure a good reputation.
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