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Leverage Email for B2B: Tips for Each Stage of the Sales Funnel

Presenter:
Karen Talavera
Moderator:
Jennifer Kelly
Broadcast:
Thu, Mar 26, 2015, 12pm ET
Length:
90 minutes
Rating:
This online marketing seminar received 4.5 star(s)

Retailers and ecommerce brands see huge revenue-generating results from their promotional emails. But, for B2B companies prone to long sales cycles or complex consideration paths, can email produce the same powerful outcome? The good news is that it can, but the approach is completely different and more nuanced than consumer promotional email.

In this PRO seminar, you'll learn several approaches to integrating email into the lead nurturing, prospect qualification, and customer progression processes at every stage of the sales funnel. We'll explore how content marketing is a key component, and why marketing automation and triggered emails are critical to success.

Presenter

Karen Talavera is president of Synchronicity Marketing, home of email marketing consulting, strategy, coaching, and training services. She is the principal and founding email marketing instructor for the Direct Marketing Association, as well as an email/digital marketing educator for the Association of National Advertisers, Online Marketing Institute, and MarketingProfs. Karen has worked with hundreds of clients including NASCAR, Texas Instruments, and Applied Materials.

Who Should Attend?

Lead generation marketers or product managers from companies prone to long sales cycles. If you're interested in using email to drive revenue, this seminar is for you!

What Will You Learn?

At the end of this seminar, you'll be able to:

  • Understand the four types of consideration paths and identify which is relevant to your product
  • Map an email drip campaign to push prospects down the path to conversion
  • Create automated email messaging that responds to specific prospect actions

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