How to Use Email Marketing to Drive Referrals

How to Use Email Marketing to Drive Referrals

Email marketing remains the holy grail for ROI in B2B marketing, especially for professional services. The professional services buying cycle is characterized by a lengthy, intricate process. The notion that you'll magically appear on your ideal customer’s radar just when they're ready to spend money on your unique services is far from realistic. AEC marketers need to efficiently capture a prospect’s attention, give them a tangible resource to subscribe to, and then keep them engaged with great content that repeatedly convinces them that the firm is the ideal partner.

King will impart best practices for bringing AEC buyers into a firm’s fold and preventing them from unsubscribing. She will cover how to strike a balance between the information needs of your ideal prospects and your firm's expertise. King will also explore how to build, segment and nurture an email list.

Attendees will learn:

— The fundamentals of effective email communication
— How to sustain prospect engagement after an initial impression
— How to write emails that remind recipients of a firm’s services and expertise
— The significance of maintaining and nurturing an email list
— How to adhere to spam laws while building an email list

Michelle Calcote King

Principal & President

Reputation Ink.

Michelle Calcote King is the Principal & President of Reputation Ink, a public relations and content marketing agency serving B2B professional services firms, including architecture, engineering and construction. She has spoken at past SMPS conferences over the years and is a sought-after speaker in the legal marketing industry, with several presentations at regional and national Legal Marketing Association conferences. She also hosts the award-winning B2B podcast “Spill the Ink.”

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*  

SMPS Member Site Registration: $199

Nonmember Site Registration: $259  

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!


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How to Use Email Marketing to Drive Referrals
Email marketing is the kingpin when it comes to B2B lead conversion. It’s the steadfast companion that guides prospects through lengthy purchase cycles, but it’s gotten a bad rap over the years thanks to a flood of spam and cutthroat competition for people’s fleeting attention. In this session, Michelle Calcote King shares best practices for building and nurturing a strong email program that drives referrals. You must register to access.
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