In today's marketing landscape, buyers are requiring relevant content delivery through both outbound and inbound marketing. Specifically, buyers want desired content vs. marketing jargon, dialog vs. monolog and ultimately build relationships vs. producing sales. Savvy marketers are meeting these challenges through their demand generation and email marketing efforts and able to adjust to today’s buyer requirements through marketing automation solutions. With the RightWave solution, this can be achieved quickly and easily.
Rapidly Create and Streamline your Multi-Step, Multi-Channel Campaigns
With RightWave, marketers focus on the strategic, creative aspects and desired results of a campaign while RightWave builds, tests, and executes the campaign.
In addition to a compelling and well segmented campaign, there are many technical logistics that need to be considered in order for campaigns to execute successfully. With RightWave, we take care of:
- Addressing spam filter issues
- Ensuring consistent email view from all environments – email clients and web email programs
- Assessing email penetration success – did the email make it to the individuals inbox
- Meeting compliance with applicable anti-spam regulations
- Monitoring the activity on your email campaign
- Doing A/B testing
- Capturing critical information for your next campaign's success
Build Deeper Intelligence
As more of the B2B buying process has shifted to the web, marketers are realizing they need deeper intelligence into prospect interests and interactions. Reports on email opens and clicks are a good start, but most marketers realize their need to integrate insights into behavior across all marketing channels such as web, social, and email channels to truly gauge a prospect's information needs and interest level.
Drip Marketing
Drip email marketing campaigns engage prospects and customers with a series of email messages delivered at scheduled intervals. For example, provide educational materials to a prospect once a week for three weeks. Over time, as people respond, you’ll learn more about their needs and interests and be able to deliver desired content more effectively. Our technical marketing consultants can advise customers on how to deliver superior drip marketing strategies.
Trigger Marketing
Trigger marketing strategies will help build deeper intelligence. Trigger emails are automated emails that are prompted by a specific action taken or not taken by a prospect or customer, or a time-related event. Examples of trigger email campaigns include registration confirmations, welcome or thank you emails, and abandoned shopping carts. This swift response makes trigger emails highly relevant to where the person is right now in the buying process – resolving a critical challenge for sales organizations. Responding quickly means you'll catch someone at the time they're still actively thinking about the product or topic that triggered their action and your email. Our technical marketing consultants can advise customers on how to deliver high-quality trigger marketing strategies.
If you can create a compelling muti-step, multi-channel campaign, we can implement and execute it for you.
Integrated Web Marketing – Inbound Marketing
The demands of today require that all your marketing is supported by a cohesive, integrated web marketing effort. And much of that focus has turned to inbound marketing including how to capture and interact with web visitors – the ability to capture and view a breakdown of which referring sites, search engines, and which organic visits are generating the highest volume of visitors.
RightWave will easily create the combination of forms, landing pages, micro sites, response pages, and other marketing web tools that allow visitors to be tracked, nurtured, qualified and integrated into your overall marketing efforts. The RightWave team will manage all of this for you ensuring your web marketing efforts are integrated and valuable.
Campaign Optimization
With RightWave's complete solution, campaigns are tracked and measured through the entire lead-to-sales lifecycle. Marketers have complete visibility at every stage to quickly assess and refine an existing campaign – you can stop and adjust an existing live campaign in progress – or analyze the results for your next campaign. Together, RightWave customers can manage their campaigns easily, leverage marketing best practices and achieve optimal results. For more information on RightWave’s measuring and tracking capabilities, please click Reporting and Analytics.