Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 
 

EchoSign's Jason Lemkin on Using B-to-B Direct Marketing Tactics to Enter the Real Estate Vertical

January 6, 2010 By Heather Fletcher

Currently, real estate is a small but quickly growing vertical for [us]. In '09, 8 percent of our free accounts from SEM/SEO initiatives are real estate companies/agents. Direct marketing to these free accounts includes five informational/promotional e-mails spaced over 60 days. The objective of the direct e-mails is to convert the free account to a paying account. In addition to the direct e-mails, about 15 percent of the free accounts are given a "check-in" phone call.

TM: How is EchoSign improving its direct marketing strategy, going forward?
JL: In 2010, our strategy will continue to focus on enterprise departments and new verticals. In the enterprise, we'll further penetrate sales organizations and other internal departments such as HR, finance, legal, procurement. In vertical markets, we'll focus on telecom, insurance and real estate by establishing key partnerships with trusted resources in these verticals.

TM: What role does social media play in EchoSign's direct marketing strategy?
JL: Social media is a growing sector for [us] and is primarily used as a vibrant way to "listen to the customer" and tap into customer trends and requirements. EchoSign is active on Twitter (@fromEchoSign), and we use the channel to listen and engage with our customers. We also have a company blog ... and much of the topics we blog about come from paying close attention to what our customers, prospects and the industry are buzzing about on Twitter. Since we are ... still in "education mode," we have found this to be an effective strategy to deliver content that increases awareness and drives adoption.

In addition, [our] novel Twitter integration allows sales teams worldwide to "ring the bell" on Twitter the moment a deal is signed and closed. Good-natured competition and bragging rights about closed deals has long been part of the fun, and hunt, of the sales rep.

EchoSign-for-Twitter takes that to the next level by allowing sales reps and sales teams to auto-tweet the moment a deal is signed, and to auto-tweet how quickly they've closed a deal (contents of the deal are excluded).  

TM: What sort of results is EchoSign seeing from its direct marketing efforts in the real estate space?
JL: ... Currently real estate accounts for 3 [percent] to 4 percent of EchoSign's revenue. So while very small, it has risen to 3 [percent] to 4 percent in less than six months. So it is a fast-growing segment of the business.


 

SPONSORED CONTENT

MORE ON B-TO-B >>

FROM THE BOOKSTORE

Find countless tips and insights from B-toB marketing experts in this collection of articles on how to manage a successful lead generation program. Order more than 6 how-to guides in any combination to receive discounted pricing. The more you order, the bigger the discount. Discounts will be reflected at check-out. 6 - 9 guides - $19.95 each 10 - 39 guides - $14.95 each 40+ guides -- Please call 800-777-8074 (Outside the U.S. 215-238-5482) for custom pricing Business-to-Business Lead Generation Strategies (2nd Edition)

Find countless tips and insights from B-toB marketing experts in this collection of articles on how to manage a successful lead generation program. Order more than 6 how-to guides in any combination to receive discounted pricing. The more you order, the bigger the discount. Discounts will be reflected at check-out....

ORDER NOW

Good, reliable market information, based on good, reliable marketing research, is more important than ever to businesses of every size and description. But nowhere is it more critical than in the business-to-business marketplace. Business to Business Marketing Research

Good, reliable market information, based on good, reliable marketing research, is more important than ever to businesses of every size and description. But nowhere is it more critical than in the business-to-business marketplace....

ORDER NOW

 

SPONSORED CONTENT

MORE ON SEARCH & SOCIAL MEDIA >>

FROM THE BOOKSTORE

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars. <b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b> First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to: • Choose the right channels for your campaign • Develop creative that works across multiple channels • Revitalize the direct mail component of your multichannel mix • Make sure email plays its increasingly important role perfectly • Seamlessly integrate mobile marketing into the fundraising campaign • Boost your online strategy with social media • Create a multichannel donor renewal campaign • Figure out that you're doing right — via testing and results measurement • Use all the pieces of the multichannel puzzle Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked. About DirectMarketingIQ The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry. <b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

(PDF Format) A new Best Practices and Case Studies report from DirectMarketingIQ Social Media – we know it needs to be part of the marketing mix! But there are so many questions: • What is the ROI? • What are the goals? • How do you get started? • How do you keep the conversation going? • What are the benefits? • How does social media fit into an integrated campaign? • What resources are needed to be effective? All this – and more – is addressed in the new must-read Special Report <b>Social Media Success</b>. With expert advice from leading social media practitioners, you’ll learn the best practices for creating, implementing and managing social media marketing strategies ... plus see how those best practices are put into action with 7 detailed case studies. The most recent count shows that Facebook has 600 million members – with countless of millions more on Twitter, YouTube and LinkedIn. It’s pure and simple – marketers who want to stay relevant and in the game have to join the conversation, in the right way. With Social Media Success as your step-by-step guide you will be able to: • Learn how to listen! Social media monitoring is the critical first step in getting started • Establish your goals. Is it Website traffic? Customer engagement and loyalty? Increasing attendance at an event? Building brand advocacy and trust? Adding prospects to the sales funnel? • Understand how to create great content that builds engagement and trust • Know your followers, fans and viewers. Learn how to nurture your important brand advocates • Master the metrics of success and understand your return on investment After the best practices section of this report you will turn to 7 hands-on case studies that take you through the process of adding social media into the overall marketing plan. You’ll read about their challenges, solutions and their amazing results! Here’s just a sampling of what’s included: • How a Convention and Visitors Bureau used Twitter and Facebook to promote a new brand and their city as a leisure destination • Responding to a crisis – rather than a planned campaign – took a large non-profit into new territory. By integrating social media into traditional email, they built a following as well as raised thousands in donations. • A B-to-B software developer far exceeded their product launch goals by listening and engaging! • See how a local car dealership took the wheel and initiated their own social media campaign –instead of relying on the automobile manufacturer to drive sales. • And much more! Download your copy of Social Media Success today! <u>About DirectMarketingIQ</u> The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry. <b>Note: You must have Adobe Acrobat Reader in order to read SOCIAL MEDIA SUCCESS, which is in PDF format.</b> Join the conversation. Order today. Social Media Success

(PDF Format) A new Best Practices and Case Studies report from DirectMarketingIQ Social Media – we know it needs to be part of the marketing mix! But there are so many questions: • What is the ROI? • What are the goals? • How do you get started? • How do you keep the...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: