dscoop8 presentation: how marketing automation is changing the printing industry
DESCRIPTION
Marketing has evolved and it directly impacts your print business. Learn from your peers as they share their real-life examples on how they have used marketing automation technology to offer a new, highly in-demand service to their customers. See how marketing automation empowers your marketing team to generate quality leads, and helps your sales people close more deals—faster. You’ll learn how to: · Leverage marketing automation as a new service, and as a tool to grow your business · Build multi-channel campaigns leveraging print, email, mobile and social media · Create drip marketing campaigns with lead nurturing and lead scoringTRANSCRIPT
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How Marketing Automation is Changing The Printing Industry
Saturday, February 23 2:15 to 3:15pm
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Joe Manos Executive Vice President MindFireInc [email protected] @jemanos
Ted Raymond Principal Allegra Marketing & Print [email protected] @AllegraAZ
Today’s presenters
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Agenda I. What marketing automation is and why it is
important to you?
II. How to leverage marketing automation as a service, and as a tool to grow your business
III. Real-life examples of drip marketing campaign with multiple lead nurturing sequences
Q & A
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WHAT IS MARKETING AUTOMATION, AND WHY IT IS IMPORTANT?
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Trends driving Marketing Automation
• First let’s examine why Marketing Automation has become the #1 focus area
• There are clear trends
driving corporate marketers to seek partners to help them manage this new area of opportunity
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CMOs Declare 2013 the Year of Digital
• A new CMO Council Study reports the following:
– 60% of CMOs think their digital strategies lack
innovation – Fewer than one in five CMOs think their organizations
are any good at digital marketing – They are charging into Big Data
• Data and web analytics are going to be big hiring priorities for marketing departments, says Liz Miller, VP of the CMO Council, which counts more than 6,000 members worldwide
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Additional Findings It's a directive from the top The CEO is saying to the CMO, “Listen, customer preference is controlling the switch, so come to me with accurate measurement, give me visibility into the marketing spend”
60% say they will be making agency changes this year to address a lack of innovation and dearth of value-added thinking from their outside partners
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Marketers are looking for help! • According to a study by The Horn
Group and Kelton Research: – 80% of chief marketing officers
feel marketing automation will increase in importance over the next five years.
• In the same study:
– 60% of CMOs indicated that they are unable to find a partner to meet those needs.
• As such, unparalleled opportunities
exist for service providers that produce measurable results through a blend of traditional and digital services
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Need A Game Changer When I reflect on the state of marketing automation, three stats paint a very ominous picture:
• 70% of the buy cycle is complete before sales engages with buyers
• Only 50% of a typical sales team achieves quota
• Only 10%-15% of new leads are considered sales ready
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What does this mean for Marketing Teams?
• Typically “Resource Challenged” in this area • Ready to Leverage Multi-channel digital online campaigns • Ready to benefit from enhanced Contact Centric tracking
and measurement • Leveraging mobile marketing as a critical strategy • Working with innovative partners • Looking for help and expertise for Marketing Automation
success
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Tap into growing markets
• Forrester predicts spend on interactive marketing (email, mobile and social media) will grow from $4.7b in 2011 to $15.7b in 2016
• International Data Corporation predicts Marketing Automation will grow from $3.2b in 2010 to $4.8b in 2015
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Marketing Automation can help you Grow Your Business
Generate quality leads and close more deals–faster
with marketing automation
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Drip marketing • Key concepts:
– Lead generation – Lead nurturing – Lead scoring
• Sending scheduled outbound messages to move the leads forward in the sales funnel, incrementing the lead score…
Engaged Customer New lead
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Score = 0 New lead: a name (Subscribed to your newsletter)
Sales check-in call
+10 Responded to your direct mail Score = 10
+7 days
+5 Visited your site (pricing page +10) Score = 15
+3 days
+7 Clicked your email (downloaded a Case study)
Score = 22
+10 days
+15 Attended your Webinar/demo Score = 37
Automated notification to sales team …
+5 days
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HOW TO LEVERAGE MARKETING AUTOMATION AS A SERVICE, AND AS A TOOL TO GROW YOUR BUSINESS
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How can Marketing Automation help you sell more?
Two key ways: 1. A new highly in-demand service you
can offer to your customers
2. A new tool you can use for your own marketing (self-promotion) to grow your business
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Offering Marketing Automation as a New Service
We will review several real-life
examples Created by Ted and his team at
Allegra Marketing & Print
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The Path to MSP • The twenty mile
march – Amundsen vs.
Scott – Printer vs. MSP
• Our early approach – Marketing Plans – Marketing Strategy
• What we learned – New business – Existing accounts
Roald Amundsen
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Organizational changes • Invest in human
capitol • New roles were
needed – Design – Web development – Copywriters – Art directors – Strategist – Data managers – IT – SEO / SEM
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Building the organization • Evolve your business model
– In house vs. outsource…. or both
• Think about scheduling – Project management is different with marketing
projects • Create time for non billable activities
– Training – Brainstorming – Culture building
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Selling marketing automation • Identify new stake
holders • Understand key
business issues • Have a conversation
about business not printing or marketing
• Solve a problem don’t sell a product
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Stakeholders • When selling marketing automation you need
to bring all the stakeholders to the table – Sales – Marketing – IT – Database Managers – Finance
• Engage executives, middle managers and users in the discovery process
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Asking the right questions • Because marketing automation impacts so
many areas of the sales process you must ask the right questions – Understand sales process – Get clear on the marketing approach – Create internal service level guarantee – Find out KPI’s.
• cost per lead • cost per conversion • Average time to close
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Pitching the program • Bring the
stakeholders together
• Create a formal presentation
• Use visuals • Highlight the
business result not just the process
• Provide a formal proposal not a quote
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Pricing marketing automation • Don’t think about a
cost plus model • Understand the
financial impact a program has on your client
• Sell programs on a contractual basis
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Who to target • Companies with an
outside sales force
• Companies that have some type of database or CRM
• Companies that have a higher ticket product and / or long sales cycle
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• Client – World At Work – Global trade association of HR
professionals • Program – Drive additional
awareness of W@W program areas and further increase segmentation.
• Channels – – Direct Mail – Email – Micro-sites
Basic Lead Nurturing
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Basic lead nurturing
• Start with a simple campaign
• Drive to micro-site • Trigger leads based
on response
• Consider multiple touches
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• Client – Republic West – Home Improvement company with division in window & door
replacement, kitchen remodel, bathroom remodel, room additions.
• Program Objectives – Reduce time to close – Reduce cost per conversion – Improve productivity per rep
• Channels – Online Search – Direct Mail – Email – Micro-sites
Intermediate Lead Nurturing
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Intermediate Drip
• Segmented by area of interest.
• Twelve touches over three months
• Behavioral based “Lead score”
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• Client – American Solar – Residential solar installer based in AZ with 10 years experience
• Program Objectives – Grow top line revenue by 30% – Reduce cost per conversion – Improve productivity per rep
• Channels – Paid Search – Referrals – Event registration – Direct Mail
Advanced Marketing Automation
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Tactics and outcomes
• We conducted an in-depth needs analysis of both sales and marketing
• Primary tactics of the program. – Provide a differentiation when American
Solar was the alternative bid. – Provide a solar education for leads that
are not sales ready – Provide “drip” for leads that are currently
“No Go” but may purchase in the future
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Advanced Marketing Automation • Multiple inbound
channels – Event registration – Paid Search – Direct mail – Referrals
Paid search is an increasingly important part of the strategy
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Everything in CRM • In any automation
system a data warehouse is essential
• This impacts multiple stake holders – Sales – Marketing – IT – DB Manager
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SalesForce.com integration • Workflow starts
with the sales team
• “Second Bid” drive first logic point
• Lead status drives all other drip campaigns
Second Bid
Lead Status
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Build workflow based on outcomes • Identify key decision
points for the buyer
• Understand the buying cycle
• Get into the clients head
• Build a workflow that provides value through education or offers
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Lead scoring • Develop a lead
scoring model – Look at
measurable behaviors
– Make assumptions on behaviors. Test, Test, Test
• Provide value for specific recipient behaviors
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Develop assets
• Write compelling copy
• Create visual assets
• Develop offers – White papers – Buyers guides – Tip sheets – 3rd party reviews
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Prelaunch • Program business
logic
• Create HTML version of the emails
• Host downloadable assets
• Review scoring models
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Testing
• Create multiple personas
• Test, Test, Test – Browser rendering – Triggers – Scoring – Reporting
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How does it work
• Inbound leads come from multiple sources but all drive to CRM
– API integration for all leads captured electronically.
– Referrals entered by sales rep into SalesForce.om
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Drip emails • Each workflow has
seven touches
• Each touch has multiple scored behaviors
• When 50 point threshold is hit report sent to sales rep
• All behaviors can be measured
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How to get started
• Just do it – If you wait until you’re comfortable you’ll never start
• Start with a simple campaign and learn
• Build one for yourself • Work with a client who is collaborative
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Q & A
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Joe Manos Executive Vice President MindFireInc [email protected] @jemanos
Ted Raymond Principal Allegra Marketing & Print [email protected] @AllegraAZ
Thank you!