Wine web-marketing automation-08-27-2013

Wine, Web, & Marketing Automation August 27, 2013

Steve Susina Director of Demand Generation Services

Crain Communications /

Business Insurance Magazine

Page 2 | © 2013 Business Insurance

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


Crain & our Challenges

•  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)

•  Our Industry trends –  Flat/Declining marketing budgets –  Smaller proportion spent on print ads –  Emergence of Content Marketing –  Shift to mobile devices

Yet, business media still plays a vital role in educating the customer universe


3 Basic Objectives of Marketing Automation Systems:

Generate Leads

Nurture Leads

Qualify Leads


Seems like a simple, straightforward process, right?

Generate Leads

Nurture Leads

Qualify Leads


Reality is more complex

Source: Forrester Research


Translates to the “Demand Waterfall”

Prospect MQL SAL SQL


The “old” Sirius Decisions Demand Waterfall



Sirius Decisions Demand Waterfall



DemandGen – “Hourglass”



Regardless of Process, Optimization is goal

Move Leads from stage to stage

Attract & Engage new prospects

Optimize

conversions

Pass to sales for closure

Measure


Enter Marketing Automation.


Market History & Consolidation:


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


LEAD GENERATION


LEAD SCORING


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


What is Marketing Automation?

•  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 of

engagement

•  Qualify to Buy-Ready –  Identify the behavioral signals that suggest someone is ready to

speak with a sales professional.


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 prospects

early 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

Content Engagement

Strategy


Let’s Look at an Example:


•  Website Template:

•  Marketing Automation Template:

Difference between Web Page & Landing Page

Why? Drive to a single CTA


Progressive Profiling Forms


Progressive Profiling Forms


Landing Page Template

Template

Template


Drag & Drop to Create Landing Page

Rich Text Form

Image

Button is programmed to

open a 2nd landing page . . .


Follow-Up or Thank You Landing Page


Patterns start to emerge

Rich Text Image

Template

Template


And with the email . . .

Button is programmed to go to landing

page. . .


And again, the patterns. . .

Rich Text

Image

Template

Template

Image Button is programmed to go to landing

page. . .


Behind the Scenes – Send an Invite:


Behind the Scenes – Triggered Activity:


Behind the Scenes – Campaign Flow:


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


Nurturing (Sequential Email) Example

•  Ac#on: Request Campaign: Welcome Email Series 1.  Call to ac#on: Sign up for segmented newsle>ers 2.  Call to ac#on: Sign up for “Solu#on Arc” 3.  Call to ac#on: Watch Video 4.  Call to ac#on: Send message to editor


How many work in a building that looks like a Marketo Revvie?

Photo Source: Thinkstock


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)


Making Marketing Automation Useful:

•  Learn basics of CSS/HTML •  Map out your entire campaign before starting to code

– know what you have to build, and any dependencies. •  Accept that there is more than one way to accomplish

just about anything via Marketing Automation! •  Begin with the end of the campaign in mind •  Take on some stretch concepts – eg. APIs •  Invest time (and budget) for

data quality. each year •  Review basic rules of logic

(those 5th Grade Venn Diagrams!)


A Few Other Things Learned on the Highways and Byways of Marketing Nation

•  Accept that there is more than one way to accomplish just about anything via Marketing Automation!

•  Beginning with the end of the campaign in mind •  Take on some stretch concepts

– Webhooks & APIs •  Invest time (and budget) for

data quality. each year •  Review basic rules of logic

(those 5th Grade Venn Diagrams!)


Contact Information

Steve Susina Director of Demand Generation Services Crain Communications / Business Insurance 150 N. Michigan Chicago, IL 60601 Email: [email protected] Phone: 630.660.3595 Twitter: @ssusina LinkedIn: http://www.linkedin.com/in/susina

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Wine web-marketing automation-08-27-2013