booth susina 2013-0828-final pdf version
TRANSCRIPT
Marketing Automation OverviewBooth Marketing Roundtable
August 28, 2013
Steve SusinaDirector of Demand Generation Services
Crain Communications /
Business Insurance Magazine
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• Publisher of Business and Trade Publications– Business (Crain’s Chicago Business)
– Healthcare (Modern Healthcare)
– Marketing (BtoB, Advertising Age)
– Manufacturing (Automotive News)
– Financial Services (Business Insurance)
• Faced with Industry trends– Declining marketing budgets
– Print a smaller proportion of mix
– Emergence of Content Marketing
– Shift to mobile devices
About Crain Communications
Business Media still plays a vital role in educating the customer universe
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Agenda
• Marketing Trends & Background
• Marketing Automation Overview
• Examples
Marketing Trends - 2013
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How business used to sell . . .
• Buy or rent lists
• Sort by region/rep
• Assign
• Make reps spend their days cold calling
• Profit
Supported by Brand Advertising & Public
Relations
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What’s happening? Demand Generation Is Primary 2013 Marketing Goal
Source:
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67% of Marketers budgets show an increase in digital spend
Source:
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2 to 1 spending advantage for Direct Response vs. Branding
Banners & Display
LeadGeneration &
Nurturing
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Every Marketing Survey Includes Some Version of This Chart
Marketing Budgets
Present
Advertising
Content,Lead Gen& Inbound
Past
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New Focus Brings New Challenges
• 40% to 70% of the sales process takes place before the first interaction with the vendor
– What does your audience need to know?
– How do you make sure you get found?
– How do you know when your prospect is looking at it?
Source: Marketo, Sirius Decisions, Forrester Research
What Is Marketing Automation?
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3 Basic Objectives of Marketing Automation Systems:
Generate Leads
Nurture Leads
Qualify Leads
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Reality is more complex
Source: Forrester Research
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Translates to the “Demand Waterfall”
Prospect
MQL
SAL
SQL
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The “old” Sirius Decisions Demand Waterfall
Prospect
MQL
SAL
SQL
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The “new” Sirius Decisions Demand Waterfall
Prospect
MQL
SAL
SQL
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DemandGen – “Hourglass”
Prospect
MQL
SAL
SQL
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Regardless of Process, Optimization is goal
Move Leads from stage to stage
Attract & Engage new prospects
Optimize conversions
Pass to sales for closure
Measure
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Enter Marketing Automation.
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What is Marketing Automation?
1. Software that gives a company the tools it needs to accelerate the sales funnel:– 10% Increase in Revenue (Gartner)
– 26% Increase in Lead Conversions (Aberdeen)
– 33% improvement in Cost Per Lead (Forrester)
2. Software that Manages time consuming,complex & repetitive tasks:– Campaign Management
– Monitoring Website activity
– Delivering content
– Email Marketing
– Lead Database management
– Analytics
– Behavior/Tracking
– Demographics
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Practically Speaking
• Deliver Marketing Content
– Right mix of information
– Right stage of the buying cycle
– Delivered via a structured systematic approach that requires minimal active intervention
• Rate Engagement
– Monitor engagement with relevant content
– Reflect relative importance ofengagement
• Qualify to Buy-Ready
– Identify the behavioral signals that suggest someone is ready to speak with a sales professional.
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My Working Definition of Marketing Automation
• Capabilities that make it easy for you to deliver:
– The right content
– Via the right environment
– Using the right tools
• To manage your:
– customer data
– marketing content
– marketing engagement
• To help you:
– Identify potential sales prospectsearly in the buying cycle
– Assist them (and monitor them)as they move through the buying cycle
– And turn them into Qualified Leads
Customer Database Marketing
ContentEngagement
Strategy
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Market History & Consolidation:
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Basic Components of an MA system:
• Database of Prospects/Leads
• Digital Asset Creation Capabilities
– Landing Pages
– Registration Forms
– Email Messages
– Content Management (for images, PDFs, etc)
• Marketing Campaign Automation
– Email Marketing (Batch & Blast)
– Triggered Events
– Sequenced Events
• Lead Evaluation (Scoring) Capabilities
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Why? Managing Complex & Repetitive Tasks: e.g. webinar
• Asset Creation:
– Email Invitation
– Landing Page
– Registration Form
– Thank-You Landing Page
– Calendar Reminder
– Thank-You Email
– 24 Hour reminder
– 1 Hour Reminder
• Programming:
– Send Invitation
– Collect Data from Registration Form
– Send Thank-You and Reminder messages
– Send registrant data to Webinar hosting service
– Send One follow-up message to attendees
– Send a different one for no-shows
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Lead Scoring
• Working Definition: “A shared sales and marketing methodology for ranking leads in order to determine their sales-readiness.”
– Increased Sales Effectiveness:Sales reps focused on the mostready leads
– More effective re-marketing and recycling of leads
– Ability to filter non-leads from marketing programs (and handoff to sales)
– Self-selection of prospectsby monitoring engagement
Image Source: BizLeader.co.uk
ReadyNow
Not Ready
Yet
Not alead
Scoring Methodology/Threshold
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Lead Scoring
Behavioral(Do They Want Us?)
• Download a White Paper
• Visit certain web pages
• Open a relevant email
• Register & attend a webinar
• Sign up for your newsletter
• Undesirable
– Visit the Career Center
– Unsubscribe from mailing lists
Demographic(Do We Want Them?)
• Company Size
• Number of Employees
• Purchase Influence
• Job Title
– Level & Category
• Undesirable
– Work for a competitor
– Wrong Industry
– Wrong job title
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Nurturing Example
• Action: Request Campaign: Welcome Email Series1. Call to action: Sign up for segmented newsletters
2. Call to action: Sign up for “Solution Arc”
3. Call to action: Watch Video
4. Call to action: Send message to publisher
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Risk Manager
Chief FinancialOfficer
Chief Operations
Officer
BusinessProcess /
Function Owner
Early StagePain ID
Mid StageSolution ID
Mid StageEvaluation
Late StageSelection
3rd-party whitepapers, educational webcasts. Speeches at industry events, public relations, other thought leadership efforts
Competitive comparison charts, fact sheets, implementation plans
Internal whitepapers, sponsored webcasts, case studies, customer testimonials
Source: Annuitas Group, Business Insurance
Product demos, short videos, product specifications, brochures, cost comparisions, business case tools
Segmented Lead Lifecycle NurturingCombine Audience segmentation & Buying Cycle
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The Right Environment
Attract• Traditional Marketing
– Brand Advertising
– Direct Mail/Email
– Trade Shows
• Emerging or “Inbound”Marketing
– Search Engine Optimization
– Social Sharing
– Community marketing
Segment• Identify Customers
– Industry
– Product
– Geography
– Size
• Serve the end-to-end buying cycle for each
• Reflected in your website
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• Top Of Funnel Audience Generation: 1180 Leads Generated
– 1180 leads into campaign (webinar attendees, white paper downloads)
• Nurture to Marketing Qualified Status: 102 Leads Qualified
– Content Offers aligned to buying stage
– Scoring based on engagement (clicks, downloads of campaign and onsite content)
– Transfer when combined engagement reaches Lead Score threshold
• Sales Accepted Leads: 25 Matched Sales-Qualification Criteria
– Fits client target audience to engage a sales person (specialty broker):
– Average Deal Size: $2 million
– Pipeline: 25 x $2 million = $50 million
– Customer has identified one likely prospect (to date)
Campaign Value: $50,000 Investment $2 Million potential revenue
from a $50,000 investment
Lead Nurturing Performance example:
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Early Stage
• Audience Acquisition– 16,093 Page Views w/ad
– 132,522 Newsletter Views*
– 271,123 Email Invitation Messages delivered
– 14.1% Open Rate
– 1.1% Click through rate
Late Stage
• Nurturing Campaign– 4,585 Messages delivered
– 34.7% open rate
– 12.9% click through rate
Deeper Engagement In Later Stages of Campaign
• 246% increase in Email Open Rate• 1172% increase in Click Through Rate
* 13x in Specialty Risk Newsletter distributed to 10,194 emails
Nurturing Effect on Engagement:
Case StudiesMarketing Automation Enabled
Lead Generation Campaigns
2 Examples
• Basic White paper Download
– SEO, Email, Social inbound link
– Generate registration in exchange for download (gated content)
• One Click/No Form Download
– Still used to generate a lead
– Marketing Automation enables offer & tracking without collecting any (additional) data
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Example 1: Basic White Paper Offer
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• Website Template:
• Marketing Automation Template:
Difference between Web Page & Landing Page
Why? Drive to a single CTA
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Progressive Profiling Forms
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Progressive Profiling Forms
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Landing Page Template
Template
Template
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Drag & Drop to Create Landing Page
Rich Text Form
Image
Button is programmed to
open a 2nd
landing page . . .
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Follow-Up or Thank You Landing Page
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Patterns start to emerge
Rich Text Image
Template
Template
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The Invitation email . . .
Button is programmed togo to landing
page. . .
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And again, the patterns. . .
Rich Text
Image
Template
Template
Image Button is programmed togo to landing
page. . .
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Behind the Scenes – Send an Invite:
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Behind the Scenes – Triggered Activity:
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Behind the Scenes – Campaign Flow:
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Example 2: Reduce Registration Friction
• Studies: there is an inverse relationship between number of fields and number of completions
• Marketo Progressive Profiling Example
– Reducing form from 9 fields to 5 field significantly increased form completion rate – 45% improvement over baseline
• Theoretically, if we have enough information we can we eliminate registration form altogether
– Data exists in Marketo (Name, Company, Job Title, Phone, etc.)
– Activity is monitored (Clicks link in Email)
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Normal Registration Flow
• Normal process:
– Select target list
– Send Email
– CTA direct to landing page
– Landing page has form
– Completed form representsregistration for download orevent
• Conversion metrics at each step
– Sent, Opened, Clicked, Registered
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One Click Registration Flow
• MA Enabled process:
– Select target list
– Filter for each required fieldusing “Is Not Empty”
– Send Email
– Personalize the message
– CTA is “One Click Register”
– Post Click processing is a triggered campaign based on the click
• Conversion metrics at each step
– Sent, Opened, Clicked, Registered
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Changes to my invitation:
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Asset Differences 1 – Tokens to display recipient data
Two reasons to include the recipient’s name & email in the email message:
• Show that I already have the info– not giving up additional personal data
• In case the email is forwarded, link will register the person shown here
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Call to ActionLinks/CTA
• My normal Post registration page
• Included 3 times in different formats
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Alternative registration flow
The full registration link
• In case the recipient wants to invite someone else
• In case the email is forwarded
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Results
Photo Source: Thinkstock
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Comparison: White Paper Offer
Normal Registration One-Click
Sent 23,982 5,012
Opened 2,631 (11.0%) 761 (15.2%)
Clicked 589 (2.5%) 73 (1.46%)
Downloads 220 (0.92%) 73 (1.46%)
Rate of registration about 1.5X Baseline
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Comparison: Webinar Registration
Normal Registration One-Click
Sent 81,503 25,369
Opened 88.9 (10.9%) 1,858 (11.3%)
Clicked 348 (0.43%) 132 (0.52%)
Registrations 128 (0.16%) 132 (0.52%)
Rate of registration > 3X baseline
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Comparison: Infographic Download
Normal Registration One-Click
Sent 9,367 10,608
Opened 1,730 (18.5%) 1,855 (17.5%)
Clicked 369 (3.9%) 353 (3.3%)
Downloads 29 (0.31%) 353 (3.32%)
Rate of Registration > 10X Baseline
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Marketing Automation Lessons
• Define your sales process
– “Staple yourself to a lead”
• Segment your customers, plan content accordingly
• Develop a plan to create content
– Quality AND Quantity
– Mapped to each stage of buying cycle.
• Have marketing staff capacity, training & knowledge transfer
– Time and effort savings . . . But only AFTER the learning curve
• Look beyond email – incorporate events, social, etc.
• Start small, replace existing processes, master capabilities and grow your program
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Lessons:
• There is a different willingness to share information depending on asset type:
– Low Willingness: Data Posters/Infographics or Video
– High Willingness: Webinars, White Papers
• Still, there is almost always some improvement using one-click/no-form response
• This won’t work if you don’t use some form of Marketing Automation for click-tracking
• Good data quality is essential – we used ReachForce data append before even thinking of this type of program.
Thank You