[mintigo webinar] mining for gold in your email house list
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Mining For Gold In Your Email House List
Host: Jason Garou*e CMO, Min1go @jgarou*e
Guest Presenter: Jeanne Hopkins CMO, Con1nuum.net @jeannehopkins
We Work with Great Marketers
About Min?go
Jeanne Hopkins CMO at Con1nuum.net • Previously CMO at SmartBear SoBware • Previously VP of Marke1ng at HubSpot • Co-‐author of #1 best selling mobile marke1ng book “Go Mobile” on Amazon
Mining for Gold in Your Email House List
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SmartBear Email Facts
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• In Q2 2013, SmartBear sent one marketing email every 2.3 seconds
• On a typical Tuesday, individual email campaigns will go out to as many as 20-35 different segments in the database
• Average number of SmartBear emails leads receive per week: 1
• Average unsubscribe rate: 0.1% • Average % delivered: 94.3%
SmartBear Marketing Ninjas
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Team Achievments
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Since Q3 of 2012… • Grown marketing automation/email marketing “Ninja”
team from 3-9 members (3 core users, 6 “agile” users/contributors, 3 Marketo Champions)
• Winner of 2013 Marketo Revvie Award for Most Dramatic Business Impact with Marketing Automation for a Small/Medium-Sized Company
• Winner of 2012 Forrester Groundswell Award for Excellence in Social Media
• Honorable Mention in 2013 WhichTestWon Email Marketing Awards
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Gary DeAsi – Mintigo Ninja
Database Segmentation: Behavioral Tagging & Custom Fields
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SmartBear Database as of September 2012
SmartBear Database as of November 2012
Relevance of a Targeted Email Campaign to a (Non-Segmented) Mass Audience
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Fit OR Interest (16%)
NO Fit, NO Interest (80%)
Fit AND Interest (4%)
Fit (Explicit): Lead possesses key demographic or firmographic traits relevant to campaign Interest (Implicit): Lead has (historically) demonstrated behavior linked with (inferred) relevance of campaign
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Fit OR Interest (16%)
No Fit, No Interest Emails Delivered: 80,000 Average CTR: 0.5% Responses: 400
Fit OR Interest Emails Delivered: 16,000 Average CTR: 2.0% Responses: 320
Fit AND Interest Emails Delivered: 4,000 Average CTR: 6.0% Responses: 240
Total Emails Delivered: 100,000 Average CTR: 0.9% Responses: 960
+
+
=
Results of a Targeted Email Campaign to a (Non-Segmented) Mass Audience
Fit AND Interest (4%)
NO Fit, NO Interest (80%)
Without segmentation, you are guessing. Which audiences should we send our new eBooks to this week?
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New eBooks this Week
Product A Product B Product C
Non-‐Segmented Database
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Results of Targeted Email Campaigns Segmented by Relevance
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Product A Segment 1
Fit OR Interest List Size: 16K
Fit AND Interest
4K
Segment 1 Responses: 560
+ = Total Responses: 1,880
Fit OR Interest List Size: 16K
Fit AND Interest
4K
Fit OR Interest List Size: 16K
Fit AND Interest
4K
Segment 2 Responses: 560
Segment 3 Responses: 560
Segment 4 Responses: 200
+ +
No Fit, No Interest List Size: 40K
Product B Segment 2
Product C Segment 3
Proudcts A/B/C Segment 4
Non-Segmented vs. Segmented
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Non-‐Segmented Email Responses/Send: 960
Segmented Email Responses/Send: 1,880
X 4weeks = 3,840
X 4weeks = 7,520
Growing Your Optimal Audiences
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Interest Fit
Time
• Over 1me, your op1mal segments (in terms of relevance and engagement) will grow the more you generate leads, and email and nurture them
Segmentation gives you options & grows your potential relevant audience(s) for each campaign. Which audiences should we send our new eBooks to this week?
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Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Persona 6
New eBooks this Week
Product A Product B Product C
Poten1al Segment to Send Content
Which products need the most love (this week)?
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Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Persona 6
New eBooks this Week
Product A Product B Product C
Poten1al Segment
Chosen Segment to Send Content
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Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Persona 6
New eBooks this Week
Product A Product B Product C
Poten1al Segment
Sent Week 1
Who can we send these eBooks to (next week)?
Sent Week 2
Segmentation: Getting Granular
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Tes?ng Development API Performance Monitoring
Persona (Demographic)
Behavioral Interest
Min?go DNA Match
Q2 Mintigo Analysis: Job Titles 60% of trials came from 27% of leads!
27%
60%
Segmentation = Engagement
7.6% 8.5%
9.5% 10.0%
11.3%
14.1%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
ABYSS 1 ABYSS 2 Tes1ng Min1go Scored (INT)
Min1go Scored (NA)
Cross-‐PG (Tes1ng Title)
% Opened
Segmentation = Engagement
0.6%
1.0%
1.7% 1.9%
3.1%
4.7%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
5.0%
ABYSS 1 ABYSS 2 Tes1ng Min1go Scored (NA)
Min1go Scored (INT)
Cross-‐PG (Tes1ng Title)
% Clicked
TestComplete DNA Matches 67.6% of TestComplete DNA Matches Not Being Marketed TestComplete!
AlertSite_Customers
AlertSite_Prospects_Trial
Net New
LoadComplete_Customers
LoadUI_Customers
AlertSite_Prospects_NOTrial
AQ1me_Customers
TestComplete_Prospects_Trial
TestComplete_Customers
Collaborator_Prospects_Trial
Performance_Prospects.csv
SoapUI_Customers
Collaborator_Customers
Collaborator_Prospects_NOTrial
SoapUI_Prospects_Trial
TestComplete_Prospects_NOTrial
Total DNA Matches from SmartBear House List Source
32.4%
67.60%
Marketed TC
Not Marketed TC
Segment your database! Segment by: • Job title • Lead region (geographic) • Industry • Company size • Lead score • Behavioral interests • Viability (Email-ability) • Lead type (prospects, customers, partners etc.) • Funnel stage • Engagement levels • Technology usage • Create custom data fields that are most important for your business!
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It’s easier to find gold once you sort through the garbage
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How many members of your database… • Are unsubscribed? • Have empty, invalid, or bounced email addresses? • Have been rejected as non-workable leads by Sales? • Are customers? Partners? Employees? • Have not visited your site or opened a single email in the past 3-6
months? • Do you have almost no demographic data for? • Were acquired via list purchase vs. created organically? • Have public domain email addresses? • Are from geographic locations that you do not sell to? • Are more than six months old? More than a year? More than 3
years?
Persona 1 Persona 2
T I P S
Drip A Drip B Drip C
R E S P
Persona-‐Based House Lists – Outbound Email
TOFU Persona-‐Based Drips (Pre-‐Trial)
MOFU Tips and Reps (During Trial)
BOFU Reps (Post-‐Trial)
Nurturing, Optimizing the Funnel, Recycling
Persona 1 Persona 2
T I P S
TOFU A TOFU B TOFU C
R E S P
TOFU Drips (Pre-‐Trial)
TRACKS (Inside Drip)
1 2 3 4 5 6
• Persona • Business Need • Funnel Stage (TOFU/MOFU) • Product Interest • Lead Region (NA vs INT) • Themes/Topic
Nurturing & Optimizing the Funnel: Tracks
Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Persona 6
T I P S A N D R E S P
TF A TF B TF C TF D TF E TF F TF G TF H
SmartBear Database/Nurturing “Ecosystem” as of Q3 2013
Custom Segmentation and Nurturing: Hypothetical Example
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Use Case or Theme 1
Use Case or Theme 2
Use Case or Theme 3
Track 1 Track 2 Track 3
Use Case or Theme 1
List 1 9,000 Leads
List 2 12,000 Leads
List 3 6,500 Leads
TOFU Drip
Use Case or Theme 2
Use Case or Theme 3
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Track 1 Using (Compe1tor) automated tes1ng solu1on
Manual tester, no auto-‐tes1ng solu1on
Has automated tes1ng experience, no solu1on
Track 2 Track 3
Track 1
Tes1ng Desktop Applica1ons
Tes1ng Mobile Applica1ons
Tes1ng Web Applica1ons
Track 2 Track 3
Track 1
QA Tester or Engineer
Other QA Manager
Track 2 Track 3
Use Case
Need
Job Title
Nurture Tracks Example: TestComplete (Automated Tes?ng)
TRACK 1 TRACK 2 TRACK 3
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Track 1 Using (Compe1tor) automated tes1ng solu1on
Manual tester, no auto-‐tes1ng solu1on
Has automated tes1ng experience, no solu1on
Track 2 Track 3
Track 1
Tes1ng Desktop Applica1ons
Tes1ng Mobile Applica1ons
Tes1ng Web Applica1ons
Track 2 Track 3
Track 1
QA Tester or Engineer
Other QA Manager
Track 2 Track 3
Use Case
Need
Job Title
TRACK 1 TRACK 2 TRACK 3
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Track 1 Using (Compe1tor) automated tes1ng solu1on
Manual tester, no auto-‐tes1ng solu1on
Has automated tes1ng experience, no solu1on
Track 2 Track 3
Track 1
Tes1ng Desktop Applica1ons
Tes1ng Web Applica1ons
Track 2 Track 3
Track 1
QA Tester or Engineer Other QA Manager
Track 2 Track 3
Use Case
Need
Job Title
TRACK 1 TRACK 2 TRACK 3
Tes1ng Mobile Applica1ons
Get the most out of our leads
Trial Product A
House List/ POFU Drip Product A
TOFU DRIP Product B
TOFU DRIP Product C
TOFU DRIP Product D
Route by: • Demographics (Job Title) • Behavior • Min1go DNA Match
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Outbound Email
Paid Media
PPC Website Social Media
Blog
MQIs
TOFU Drip
MQLs
Use Your Channels to Feed Your Nurture Paths
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Q&A and Next Steps Request a Live Demo of Min1go
Get the ebook on “Crea1ng Personas For B2B Marke1ng”
Interested? jason@min1go.com
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