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GOALS

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by

Sandra Schurz

on 27 January 2014

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Transcript of GOALS

GOALS
More Site Traffic

More Data
(Get prospects, Web forms, Download Form...)

More Sales
(Discounts, Announce New Products...)

Awareness

(Regular Emails, Consistent Branding...)
content-related offers

CAMPAIGN
Headlines (Subjectlines for Mails)
SEGMENTS
TOPICS
BRANDING
ASSETS
PRINT
use Marketing URL
>
www.stemmer-imaging.co.uk/campaign
MAIL
Call to action button
Headline
headline clearly describes the offer so that it’s understood easily

WEB FORM
Contact me
Confirmation Page/ Thank you page
SOCIAL MEDIA
Social share buttons
(on landingpage, email...)
publish content
tweet links to web froms
start conversation on social network
Advertisement
Google AdWords
Ads (web banner...)
MARKETING AUTOMATION
PRINT
EMAIL
SOCIAL MEDIA
LANDINGPAGE
LANDINGPAGE
+ WEBFORM
Contact me - web form
Download - web form
Act-On Automated Program
Mail: Thank you, our Sales team will get in contact with you.
Mail: Thanks for downloading, interested in more information?
Contact Web form
Clicked Button for more information
Mail: Thank you, our Sales team will get in contact with you.
Mail: Detailed information
Target Group
Demographics
age, gender, title, location, ...
Get Data
web form, customer survey, asking for feedback,...
Send special content to each segment
location-based offers
related products
Prospects / Customer
... others
Automated program
Lead Scoring
Lead Nurturing
linkedin, google+, twitter,...
Next step...
small form (name, email)
large form
(name, email, company, title, phone...)
large form
(name, email, company, title, phone...)
EXAMPLE
CAMPAIGN CIS

Lead Scoring
Lead Nurturing
Web Forms
Email Marketing
Web Visits
Social Media
Marketing Automation
Leads
Landingpages
Landingpages
Lead Scoring
Marketing Automation
Announcements
Product information
Events
News
Others...
Logo

CI (Design Manual)

Consistent with web
Copy

clearly written copy in the form of short bullet points articulates the specific benefits of the offer

Call to Action
uses strong, action-oriented words

Heroshot
(Key Visual)

Trustelements
Address, Certificates, Partner
Form headline
tells prospects why they should fill it out
>
Get Your Free Trial Now

Quote me
Get more info
Download PDF
Watch Video
Subjectline!
key information at the top
hero image
attention-grabbing text
(short paragraphs, bullets and headlines)
Lead Scoring
Lead Nurturing

pricing-related offers

free consultations by subject matter experts

free trial version of products
Key visual
Title
Scoring Rules
e.g. User
- opened product page
- download product pdf
- watched video
send email
MONITOR
YOUR CAMPAIGN

statistics landing page
statistics emails
click rates
A / B Testing
Web statistic
Click rates
Full transcript