Successfully Leveraging Email Marketing: During the Experience Phase

As in the Purchase phase, integration between your CRM and email marketing systems is essential to tailor email content based on customer status.

ARE YOU EXPERIENCING?

Experience_EmailMktg

Make sure that you have email addresses for the right people. The people that provided you their email as part of researching or purchasing may not be the primary ones experiencing your offering.

MANUAL LABOR

Again, if you don’t have an automated email marketing platform, then you’ll do some “manual email marketing”.

Campaign Idea: What’s Your Story? – Email campaign to encourage customers to share their journey on your customer forum or community to selecting your service and how it has impacted their success.
Experience_EmailMktg2

  • Manually place customers into segments and send relevant messages over time
  • Balance ‘guidance’ and ‘related offering’ campaigns.
  • Deliver best practices and information about product implementation and extensions they may want to consider.
  • Advanced email systems can help ensure email delivery (not blocked by spam filters)
Mathew Sweezey BtoB Email Marketing & Automation Expert

Expert Advisor:  Mathew Sweezey

Manager of Marketing Research and Education, Pardot / SalesForce ExactTarget
@msweezey
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Mathew Sweezey BtoB Email Marketing & Automation Expert

Mathew Sweezey

Manager of Marketing Research and Education, Pardot / SalesForce ExactTarget
@msweezey

Matt has been fascinated with marketing for a very long time. To him, marketing and sales have always been connected.
Matt’s current work is primarily focused on researching and writing on the many topics of B2B marketing. His main focus is on Demand Generation, and Lead Nurturing. Matt currently writes for ClickZ.com, contributes to multiple blogs, speaks at industry events, and is in the process of writing “Marketing Automation for Dummies.”
Matt’s passions for marketing don’t stop when he leaves the office. He is also the VP of Marketing for a micro brewery in Atlanta. Please feel free to reach out to Matt to talk about B2B marketing, or craft beer.