Gain actionable insights from real-world case studies: -- How McArdle Solutions used marketing automation technology and created a multi-channel, multi-touch campaign to help a national healthcare institute get more professionals certified -- How PIP Printing of Peoria, IL, increased their sales team productivity with an automated lead nurturing campaign, using triggered direct mail and email -- How to build a 3-stage Trade show and Event marketing campaign that will drive traffic to your (customers’) booth -- How to seamlessly integrate print into your customers’ marketing campaigns You will learn how to put a series of proven, revenue-growth tactics directly into practice.

1. Sell More … Deliver Better
Empowering you with the skills to grow your business
APPFORUM.ORG
TWEET YOUR FEEDBACK: #APPFORUM14
Grow Your Revenue by Leveraging Your
Core Strengths: Print and Marketing
Joseph Manos
Executive Vice President
MindFireInc

2. § Strategies and Tactics for growing new revenue
§ Why new growth programs work
§ Must haves for success
§ Four programs you can mirror
§ McArdle Solutions marketing automation programs
§ How PIP Printing of Peoria, IL, increased their sales team productivity
with an automated lead nurturing campaign, using triggered direct
mail and email.
§ How to build a 3-stage Trade show and Event marketing campaign
that will drive traffic to your (customers’) booth.
§ How to seamlessly integrate print into your customers’ marketing
campaigns.
§
Program Overview

4. We want to know
where you stand on
a few important
areas.

5. § Print?
§ Marketing?
§ Trade Shows?
§ Loyalty Programs?
§ Statements?
§ Label & Packaging?
To begin with… Customers Spend!

6. Print is IGNORED

7. Social media shakeup
§ A major shakeup will occur!
§ CMO’s haven’t seen the return on
facebook engagement to continue
investment
§ Combined with poorly performing ad
space
§ CMO’s will look elsewhere in 2014
§ Develop content strategies and
execution plans that engage on
consumers’ terms

9. BUSINESS
GROWTH
AND
SALES
PRODUCTIVITY
USE
CASE
EXAMPLE
#1

10. Case
Study
PIP Printing and Marketing Services
Using the Integrated HP - MindFire Workflow

11. r. Sample A Sample 23
Main Street
nytown, US
12345-6789
M
1
A
LARGE FORMAT 30 day
DRIP MARKETING PROCESS
EMAIL1 microsite
Week one FSI Email.
Microsite
Enter for a free print
and redirect to
seepip.com website.
Brochure
25 days after entry
EMAIL2 seepip.com TUbe
mailer
10 days after entry 19 days
after entry
POPOUT MAILER
30 days after entry
get on
track with
pip..
TRIFOLD Mailer
2 days after entry

12. QUICK SNAPSHOT OF OUR CAMPAIGN IN MINDFIRE STUDIO.

13. r. Sample A Sample 23
Main Street
nytown, US
12345-6789
M
1
A
EMAIL1 microsite
Week one FSI Email.
Microsite
Enter for a free print
and redirect to our
free print microsite.
Brochure
25 days after entry
EMAIL2 seepip.com TUbe
mailer
10 days after entry 19 days
after entry
POPOUT MAILER
30 days after entry
get on
track
with pip..
TRIFOLD Mailer
2 days after entry
DRIP PROCESS SALES REP USER
INTERFACE

14. EMAIL 1
First piece to go out in
the drip process.
Email is sent out
immediately after the
prospect/client is entered
into the process.
John,

15. TRI-FOLD BROCHURE
Delivered two days after entry was made.

16. John,
EMAIL 2
Email is sent out 10
days after entry was
made.

17. 3 DIMENSIONAL TUBE MAILER
Delivered 19 days after entry is made.

18. BROCHURE
Delivered 25 days after entry is made.

19. POP OUT MAILER
Sent out 30 days after entry was made.

20. MICROSITE INTRO PAGE
All marketing pieces push people to this site. This is
how the customer receives their free print.

21. MICROSITE THANK YOU PAGE
Variable information populates the thank you page with rep and customer information.
Also a trigger sends a notification immediately to the rep to contact the customer.

22. § All marketing pieces in the campaign push clients/ prospects to a micro-
site for a free 24x36 print
§ Both 3 dimensional pieces show and talk to our clients/prospects about
the capabilities that we have in print and packaging
§ Having the reps enter one person at a time allows us to generate high end
- complex pieces that are time sensitive for production
§ Automating the variable print piece process saves us tremendous time in
production
§ Our reps no longer have to worry about sending out material in a timely
fashion with an automated process
Campaign Overview

23. § 62% of those entered into the campaign returned calls, set
up appointments or used our large for
§ One local bank institute that hasn’t used us in a couple
years contacted us in regards to designing and printing all
the lobby art in over 20 of their branches
§ Our sales manager is now able to track all sales entries
and follow up with our sales team
§ Our sales staff can now check in real time end user’s
activities within the campaign
Campaign Results

24. § Printed pieces that can evolve based on how an end user
goes through the campaign
§ Personalized pieces are produced with HP SmartStream
Designer integrated with the MindFire Studio
§ Being able to integrate along with the other marketing pieces
in a drip nurture process through MindFire Studio
§ Tracking ROMI on all aspects of your campaign in one place
§ Diverse printed pieces based on user/sales rep entries
Key Components To Print Automation

25. SLOW
SUMMER
MONTHS
FIX
SELF-­‐PROMOTION
PROGRAM
#2

26. Hemlock Printers Limited
Located: British Columbia
Founded: 1968
Business: 79,000 sq/ft facility
Locations: Victoria, British Columbia;
Seattle, WA
San Francisco, CA
Customer Base Growth Program

27. § Campaign Objective:
§ Secure new business by August 31
§ Renew relationships with customers with full range of
services
§ Bring in business during the slow summer season
§ Raise awareness of its NEW cross-media capabilities
§ Targets: Cross-section of 1,551 existing customers,
including:
§ Graphic designers
§ Ad agencies
§ Corporations w/little or no business in past 12 months
60 Day Customer Base Program

28. Relevant Messaging

29. Great Offer + Value Based Incentive

30. § Customers have a choice
§ Something for everyone
§ Collected critical marketing
intelligence for future use!
Create your own incentive from a range
of services

31. Clear Next Step – I’ll be in touch

32. § 473 Responders to the campaign (30.7%)
§ 183 (11.7%) entered the vacation contest
§ 21 new printing projects =
$331,000
§ ROI: 25x the amount invested
§ Keep in mind – this was a 60 day program!
Revenue Growth Results

33. ADVANCED
MARKETING
AUTOMATION
CASE
STUDY
MODERN
MARKETING

34. Lisa Arsenault
President
McArdle
lisa.arsenault@mcardlesolutions.com

35. Association Nuturing Program
Objective:
A Professional Health
Care Association wants
to identify and educate
potential members on
the value of their service
versus competitors
They offer an
internationally renowned
credentialing program to
certify participants in a
number of programs

36. Program Overview
§ Program:
Specialty Certification
§ Theme:
Get Ready…
Get Set…
Get Certified …
§ Program Objective: Drive
awareness towards certification to
include benefits and resources
available based on specialty need

37. Program Elements
§ Target Audience:
Registered members that have
recently completed 30 hours of
CE in one of twelve specialties
§ Campaign Architecture:
§ Duration: 12 months
§ Number of records: 25,000+
§ Touches: Alternating e-mail
and direct mail outreach with
targeted e-mail nurturing for
both responders and non-
responders

38. Rented Email
Rented Mail
Previous Data
Email address and
specialty
Microsite
w/Survey
Thank you
The answer to survey #2
determines where the prospect
enters the drip track.
1B
YesNo
1A
YesNo
2a
2B
YesNo
3a
3B
YesNo
4a
4B
YesNo
5a
5B
6
7
8
9
10
YesNo
YesNo
11a
1211B
1
2
3
4
5
Non Responder
Any email that
does not fill out the
survey.
30 days
30 days
30 days
30 days
After 3 attemps,
email stops and we
bucket these for a
future
communication. We
will need to know
where they stopped.
10
5 days
5 days
5 days
4 weeks
4 weeks
4 weeks
4 weeks
4 weeks
4 weeks
6 weeks
All "B" emails are stay in
campaign emails - they will be
deployed every 3 weeks, for 3
times
Eligibility
TCO
Sample Qs
Study Plan
Start Studying
25-50-75-100
50-75-100
75-100
Done?
Applied?
Scheduled
Congrats!

39. Comprehensive Design & Launch
§ Services Provided
§ All copywriting and design
§ Marketing program design
and implementation
§ Personalized Micro site
development
§ All triggered activity
associated with visit
§ E-mail and print development
§ Monthly results tracking and
reporting

40. Get Certified Postcard
§ Very tight messaging on why
§ Great offer
§ Clear call to action
§ Ongoing touches to continue
dialogue on the value and
program

41. Email
§ Very targeted, personal messaging
§ Lead nurturing, ongoing dialogue
§ Information gathered with each touch
§ Varying subject lines and body text
Subject:Subject: John,.set.your.sights.on.success!
Date:Date: Friday,.July.12,.2013.11:03:59.AM.Eastern.Daylight.Time
From:From: ANCC.Certification
To:To: Cratty,.Ken
John,
Making the decision to pursue and obtain your ANCC specialty certification
can change your career—and your life. Not only will your employer and peers
hold you in high esteem, but certification will also enable you to
Validate your nursing abilities and build your confidence,
Qualify you for promotions and new opportunities,
Demonstrate your commitment to professional and personal growth,
and
Make a difference—in your profession and in your patients’ care.
As you prepare to take your exam and join the elite ranks of nursing today,
remember that ANCC is here to support you at every step on your journey.
JohnSample.getancccertified.com
ANCC
8515 Georgia Avenue, Suite 400
Silver Spring, MD 20910-3492
To Contact Us by Phone:
1.800.284.2378
To Unsubscribe, Click Here
Subject:Subject: John,.set.your.sights.on.success!
Date:Date: Friday,.July.12,.2013.11:03:59.AM.Eastern.Daylight.Time
From:From: ANCC.Certification
To:To: Cratty,.Ken
John,
Making the decision to pursue and obtain your ANCC specialty certification
can change your career—and your life. Not only will your employer and peers
hold you in high esteem, but certification will also enable you to
Validate your nursing abilities and build your confidence,
Qualify you for promotions and new opportunities,
Demonstrate your commitment to professional and personal growth,
and
Make a difference—in your profession and in your patients’ care.
As you prepare to take your exam and join the elite ranks of nursing today,
remember that ANCC is here to support you at every step on your journey.
JohnSample.getancccertified.com
ANCC
8515 Georgia Avenue, Suite 400
Silver Spring, MD 20910-3492
To Contact Us by Phone:
1.800.284.2378
To Unsubscribe, Click Here

42. Personalized Microsite Page
§ Clear offers
§ Tell us more…
§ Gather marketing intelligence
§ Links to more information
Personalize

43. Results Achieved
§ Response rate: 22.54%
§ Visit Rate: 5.83%
§ Responding Members:
§ 2089 or 7.59% became
certified
§ Significant new customer
acquisition and revenue growth
§ They were thrilled with the
results!

44. A
STEP-­‐BY-­‐STEP
PROCESS
TRADE
SHOW
&
EVENT
MARKETING

45. Every customer attends shows
§ This is the single largest area of
opportunity
§ The needs are consistent across
all customer types
§ The challenges are the same
§ Our program is a “Game
Changer”!

46. ubject: Don’t&Dilbertize&YOUR&Trade&Show!
ate: Thursday,&July&26,&2012&9:41:42&AM&Pacific&Daylight&Time
om: Kevin&England
o: mblanton@mindfireinc.com
Don’t Dilbertize YOUR Trade Show!
Trade shows can be terrific ways to meet new prospects,
generate leads, and earn sales.
They can also be disasters.
Common Trade Show Outcome

47. WHAT’S
IMPORTANT
TO
MARKETERS
STUDY
DATA
ON
TRADE
SHOWS

48. “Don’t spend one penny
on a trade show unless
you have a lead
management process
in place.
”- Ruth P. Stevens
Author of Trade Show and Event
Marketing: Plan, Promote and Profit

49. Typical Trade Show Budget

50. 73%
Marketers believe “gaining
qualified leads” is the key success
metric for live events.
60%
Marketers reported low to middling
satisfaction in tying the
considerable costs of exhibiting to
actual revenue to provide an ROI
assessment.
Source: “Measuring the Tangible and Intangible Value of Face-to-Face Events, B2B, July 2012

51. Event ROI metrics satisfaction
Event marketers were
asked to rate how satisfied
they are with their live event
ROI metrics on a scale of 1
to 5, with 1 being the least
satisfied.
Source: “Measuring the Tangible and Intangible Value of Face-to-Face Events, B2B, July 2012

52. In seeking a firmer grasp on event ROI, marketers
acknowledged they’re stymied by the lack of
technology to collect and analyze data gleaned
from the show floor
Source: “Measuring the Tangible and Intangible Value of Face-to-Face Events, B2B, July 2012

53. Channels used to support the events
Source: “Measuring the Tangible and Intangible Value of
Face-to-Face Events, B2B, July 2012

54. § Use the power of technology to:
§ Integrate all channels to maximize leads
§ Collect and analyze data to provide meaningful metrics
§ Leverage best practice methodologies for successful
outcomes
How to help marketers?
Technology Process Tracking

55. HOW
LEADING
MARKETERS
ACHIEVE
THE
RESULTS
THEY
DO
MAKE
AN
IMPACT
BEFORE
YOU
HIT
THE
SHOW
FLOOR

56. § You register and head for the elevator…
§ On the elevator you greet another
conference attendee
§ They view your badge, and say, “Joe
Smith, I just received an email from you
welcoming me to the conference!”
§ You smile and say, “that’s great, I hope
to see you in our booth”…
§ First impressions matter!
Image this scenario…

57. § It’s 7:00am - catching up on emails
in your room… there’s one from an
attendee
§ “Mary, is this your real email or just
a dummy show email address?
§ You fire an email back and say, “Hi
George, it is my personal email…
would you like to talk now?”
§ George says, “No, I was just
curious, let’s meet later at your
booth.”
Or how about this…

58. Running into the booth
§ You launch a scheduled
group presentation in your
booth
§ Several prospects come
running into the booth…
§ They comment, “thanks for
the SMS reminder!”

59. § At lunch you sit at a table with one
of your customers
§ There are five other attendees at
the table
§ One of the attendees says, “Joe,
you’re the guy that has been
sending me emails and texts
throughout the show reminding me
of upcoming events…
§ “Now that the show is almost over
will I no longer hear from you?”
And finally…

60. Nice ending to a show
§ You smile and say…
§ “No, you will receive one
more email… wishing you
a safe return trip and an
offer to see our solution”
§ The attendee says, “You
guys did a great job of
staying connected with me
throughout the show”

61. All “real examples” of trade show results…
Achieve improved trade show results
You need the “Secret Sauce” though…
That’s what we would like to review today

62. § Why do we attend Trade
Shows & Events?
§ For most companies it is to
grow their business
§ Identify high value lead
opportunities that can be
converted to new sales
revenue
To start with…

63. Seems
pre(y
simple
–
Right?

64. HUGE
Opportunity!
§ That’s
why
marketers
are
searching
for
partners
to
help!
§ We
have
several
customers
generaDng
millions
of
dollars
for
this
areas
alone

65. § The Secret Sauce!
§ A Plan – The Right Plan!
§ For most companies the strategy
for driving “high value prospects”
into the booth doesn’t extend
beyond their direct mail and email
messaging…
What’s Needed?

66. Improved Outcomes
§ Significantly higher ROMI
§ Comprehensive Follow-up on
all opportunities
§ Key Marketing Intelligence
§ Generating leads and
meetings prior to the start of
the event
§ An increase in sales revenue

67. § There are very clear strategies and tactics for creating
high value prospects and results
§ The overall strategy must include:
§ Pre-show marketing
§ During the show marketing
§ Post show marketing
Best practices for success

68. § What do you hope to achieve?
§ Typical Objectives
§ Generate qualified leads
§ Increase overall booth traffic
§ Drive attendees to a booth event
§ Collapse the sales cycle by pre-qualifying
prospects
§ Strengthen your company
and product messaging
§ Schedule advanced meetings pre-show
and in the booth
§ Meet with customers for additional sales
opportunities
Let’s start with the objectives…

69. Map the strategy and campaign flow

70. 1. Setting up appointments/
demos *before* getting to
the show
2. Driving traffic to the booth at
the show time
3. Prompt follow up after the
show ends
The Secret Sauce

71. Campaign workflow
§ Phase 1 (pre-show):
§ Invitation direct mail and email to set up a meeting on site with an offer to win a prize—
using the location of the event, Las Vegas, as the hook.
§ Phase 2 (during the show):
§ Sending daily emails, SMS, and tweet messages to highlight the key events during the
day, and drive traffic to the booth.
§ Phase 3 (post-show):
§ Follow up email with relevant offers based on interactions in the show to close deals.

72. Phase 1: Pre-Show
Free
Trial
Sign
up
page
On
the
website
Direct
Mail
3
Emails:
Enter
to
win
at
Vegas
Email
Microsite
1) Meet
at
the
show
2) See
a
demo
3) Not
sure
Immediately
noDfy
Sales
reps
with
email
and
SMS
Email
on
behalf
of
sales
rep
“…will
contact
you
shortly
to
set
up
your
mee2ng
or
demo…”
Email
SMS
Email

73. Phase 2: Show Time
One
email
each
morning:
coming
from
sales
reminding
a(endees
about
not-­‐to-­‐miss
events
on
that
day
+
Drive
traffic
to
booth
Email
Tweet
SMS
Using
the
show’s
official
hash
tag,
send
Dmely
updates
+
Drive
traffic
to
booth
Reminder
text
messages
on
company’s
speaking
sessions
and
other
updates

74. Phase 3: Post Show
Email
Immediately
noDfy
Sales
reps
with
email
and
SMS
Email
on
behalf
of
sales
rep
“…will
contact
you
shortly
to
set
up
your
mee2ng
or
demo…”
Email
SMS
Email
Microsite
Download
the
slides
+
Would
you
like
to
see
a
demo?
Blog
post
Download
the
slides
Facebook

88. LETS
REVIEW
DIFFERENT
APPROACHES
HOW
TO
SEAMLESSLY
INTEGRATE
PRINT
INTO
YOUR
CUSTOMERS’
MARKETING
CAMPAIGNS

89. § Contact forms on any website or landing page
can trigger a personalized print piece
§ Drip-and-nurture sequences utilizing email, print,
and landing pages to move prospects through
the buying process
Applications

90. Orchestrate
All
Channels
Outbound
channels
Inbound
channels

91. Event Marketing = More Print Jobs

92. Gershon
Alon
Manager,
Workflow
SoluWons
HP
Indigo

93. § SophisDcated
rules-­‐based
variable
data
§ Dynamic
image
and
text
manipulaDons
§ IntegraDon
w/3rd-­‐party
content
(e.g.,
maps,
barcodes,
charts)
§ Easy
interface,
compaDble
w/QuarkXPress®
&
Adobe®
InDesign®
§ Access
to
full
design
program
funcDonality

94. StarDng
with
a
blank
canvas
...

95. Create
a
simple
markeDng
workflow

96. Add
the
HP
SmartStream
element

97. Use
SmartStream
Designer
to
create
the
print
piece

103. Upload,
then
select
the
print
template

104. Specify
how
you
want
to
receive
the
print-­‐
ready
PDFs

105. Map
the
print
template’s
fields
to
your
Studio
fields

106. Set
your
“Wait”
period

107. Let’s
have
this
created
right
away

108. Your Indigo
When
someone
Dckles
this
trigger,
a
print-­‐ready
PDF
is
created
in
the
cloud,
and
placed
in
your
hot-­‐folder

109. CREATING
A
STEADY
STREAM
OF
SALES
READY
LEADS
DIRECT
MAIL
AND
LEAD
GENERATION

110. 1. Gather business intelligence to qualify leads
2. Offer an incentive to quickly build a strong
stream of qualified leads for product or service.
Objectives

111. § Phase 1:
§ Why? Collecting information about the targets’ business needs
and functions as well as the usage of a similar solution or service.
§ How? Invitation email to take part in a short (5 questions) survey
for a chance to win an iPad mini.
§ Phase 2:
§ Why? Setting up appointments for a live demo session (a key part
of the sales process) or services meeting.
§ Offering an incentive (a $50 Gift Card) for a 30 minute to qualified
leads.
Campaign workflow

112. 3 Emails + Offer:
Take part in a survey
and enter to win
an iPad mini
Email 2 and 3 go only
to those who have neither
entered nor
opened their email
Survey microsite to gather
business intelligence
(for qualification)
+ Enter to win form
Confirmation page +
Redirect to Free trial
sign up page
Thank you email +
Free trial sign up
reminder
Free Trial Sign up page
On the website
PHASE
1
–
SURVEY:
Email
Microsite
Microsite
Website
Email

113. 2 Emails (versions A / B)
+ $50 incentive for
a 30-minute demo
Sent only to the qualified
Leads based on the results of
PHASE 1 (Survey)
Sign up: Demo
request form
Set “Goals” and “Scores” and
update Salesforce.com
automatically
Immediately notify
Sales reps with
email and SMS
Email on behalf of sales rep
“…will contact you shortly
to set up your demo…”
PHASE
2
–
DEMO
SIGN
UP:
Email
Microsite
Salesforce.com
Email
SMS
Email

124. BUILDING
A
RELATIONSHIP
AND
DRIVING
SALES
READY
LEADS
FOR
YOUR
CUSTOMERS
LEAD
NURTURING

125. 1. Show the users how they can use the product
2. Communicate the key benefits of the product
3. Guide them towards the next key event: a one-on-one
demo or a call
4. Gauge their engagement level to identify “sales-ready”
leads, and
5. Immediately notify the sales reps for prompt follow up
Objectives

126. A multi-touch fully-automated lead nurturing campaign that starts with
the free trial sign up and, during a 4-week period, walks the user
through different parts of the product, highlighting the key benefits of our
platform via 8 emails: 6 from marketing + 2 from sales
To learn more about the details of this campaign, read this blog post:
http://bit.ly/freetrialleadnurturing
Campaign workflow

127. FREE
TRIAL
LEAD
NURTURING:
Free Trial Sign up page
On the website
Website
Email
Email-1: +1 day
“watch training videos”
Email
Email-2: +2 day
“welcome” (sales)
Email
Email-3: +3 day
“see the examples”
Email-4: +7 day
“see the templates”
Email
Email-6: +14 day
“Lead Scoring”
Email
Email-5: +10 day
“checking….” (sales)
Email
Email-7: +21 day
“Lead Nurturing”
+ Request a Demo*
Email
Email-8: +28 day
“subscribe to
our blog”
Email

133. Lessons Learned
§ Customers have more
print opportunities
§ New use cases require a
different approach
§ Leverage technology
and key partners to
move into these areas

134. 1. Self-promotion Programs are a must have for new revenue growth in 2014
2. Leverage “Technology” integrated with your print for optimized results
3. Don’t spend one penny on marketing unless you have a real-time,
automated lead management
4. Create collaborative sales and marketing programs that deliver “ Sales
Ready Leads” to your customers - #1 area of focus
5. Take your Trade Show Print to the next level with customers
6. Create automated customer/prospect follow-up programs for your sales
team
7. Start to develop new relationships in sales and marketing management –
they have the big dollar budgets you can tap into
8. Find a partner to help you engage your customers differently
Insights for Action

136. Thank
you!
Thank you!
Joseph E. Manos
Executive Vice President
jmanos@mindfireinc.com
916-284-8112 mobile

137. Sell More … Deliver Better
Empowering
you
with
the
skills
to
grow
your
business
TWEET
YOUR
FEEDBACK:
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March 31 – April 2 Las Vegas