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 scoring
2. Today’s presenters
Joe Manos Ted Raymond
Executive Vice President Principal
MindFireInc Allegra Marketing & Print
jmanos@mindfireinc.com ted@allegraaz.com
@jemanos @AllegraAZ
3. 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
5. 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
6. 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. Marketing Automation can help you
Grow Your Business
Generate quality leads
and close more deals–faster
with marketing automation
13. Drip marketing
• Key concepts: New lead Engaged Customer
– Lead generation
– Lead nurturing
– Lead scoring
• Sending scheduled
outbound messages to
move the leads forward
in the sales funnel,
incrementing the lead
score…
14. Score
=
0
New lead: a name
(Subscribed to your newsletter)
+7 days
Responded to your
Score
=
10
+10
direct mail
+3 days
Visited your site
Score
=
15
+5
(pricing page +10)
Sales check-in call +10 days
Clicked your email
Score
=
22
+7
(downloaded a
Case study)
+5 days
Attended your
Score
=
37
+15
Webinar/demo
Automated notification
to sales team …
15. HOW TO LEVERAGE MARKETING
AUTOMATION AS A SERVICE, AND AS A
TOOL TO GROW YOUR BUSINESS
16. 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
17. Offering Marketing Automation
as a New Service
We will review several real-life
examples
Created by Ted and his team at
Allegra Marketing & Print
18. The Path to MSP
• The twenty mile
march
– Amundsen vs.
Scott
– Printer vs. MSP
• Our early approach
– Marketing Plans
– Marketing Strategy
• What we learned Roald Amundsen
– New business
– Existing accounts
19. Organizational changes
• Invest in human
capitol
• New roles were
needed
– Design
– Web development
– Copywriters
– Art directors
– Strategist
– Data managers
– IT
– SEO / SEM
20. 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
21. 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
22. 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
23. 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
24. 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
25. 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
26. 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
27. Basic Lead Nurturing
• 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
28. Basic lead nurturing
• Start with a simple
campaign
• Drive to micro-site
• Trigger leads based
on response
• Consider multiple
touches
29. Intermediate Lead Nurturing
• 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
30. Intermediate Drip
• Segmented by area
of interest.
• Twelve touches over
three months
• Behavioral based
“Lead score”
31. Advanced Marketing
Automation
• 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
32. 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
33. Advanced Marketing
Automation
• Multiple inbound
channels Paid search
is an
– Event registration increasingly
important
– Paid Search part of the
strategy
– Direct mail
– Referrals
34. Everything in CRM
• In any automation
system a data
warehouse is
essential
• This impacts
multiple stake
holders
– Sales
– Marketing
– IT
– DB Manager
36. 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
37. Lead scoring
• Develop a lead
scoring model 51
– Look at
measurable
behaviors
– Make assumptions
on behaviors.
Test, Test, Test
• Provide value for
specific recipient
behaviors
38. Develop assets
• Write compelling
copy
• Create visual
assets
• Develop offers
– White papers
– Buyers guides
– Tip sheets
– 3rd party reviews
39. Prelaunch
• Program business
logic
• Create HTML
version of the
emails
• Host downloadable
assets
• Review scoring
models
40. Testing
• Create multiple
personas
• Test, Test, Test
– Browser rendering
– Triggers
– Scoring
– Reporting
41. 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
42. 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
43. 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
45. Thank you!
Joe Manos Ted Raymond
Executive Vice President Principal
MindFireInc Allegra Marketing & Print
jmanos@mindfireinc.com ted@allegraaz.com
@jemanos @AllegraAZ