Studies show that there is an inverse relationship between number of fields on a registration form and the number of conversions. A famous example provided by Marketo shows that reducing a form from 9 fields to 5 fields increased form completion rate by 45%. Theoretically, if we have enough information we can we eliminate registration form altogether. Data exists in marketing automation (Name, Company, Job Title, Phone, etc.). Presentation describes results using formless registration

1. Secrets of an Award-winning
Marketing Automation Ninja
June 18, 2013
Steve Susina
Director 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)
• 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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1
2
3
Traditional Demand Generation:
supporting our advertising sales
Audience Development: Growing our print
subscribers and registered online users
A technology platform to support
Demand Generation services
How we use Marketing Automation

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How has Marketing Automation
helped us?
• A 43% increase in registered online newsletter subscribers
• A 2% increase in paid print subscribers
• A 71% increase in registrations for
the annual Virtual Conference on Workers Compensation
• Nearly $550,000 in new advertising revenue for
Demand Generation Services
– 12 Customers running 23 total programs.
– Average deal size of $26,550
• External Programs for customers that
delivered & qualified 12,454 leads
• Internal lead generation program that
generated 4,115 Advertising/Marketing leads,
and qualified 564 that were passed to sales
• Strong conversion of anonymous website
visitors (over 3,900/day), with a conversion
rate of 2.6%
Marketo Revenue Performance Award-winning
performance – Most Dramatic Business Impact

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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

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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

7. Customer Buying Journey
Early Stages Middle Stages Late Stages Purchase
Create willingness to
consider changing
Status Quo
Consider alternative
solutions (not vendor
specific)
Consider alternative
vendors
Commit, renew and
repurchase
Awareness/SEO Content Audience Database
Social, Syndication,
SEO Promotion, Event
Sponsorship
300+ years combined
editorial experience
45K Print
225K Known Online
680K Anonymous
Marketo Lead
Scoring across six
profiles
Business Insurance Investments
Print & Online Advertising
Webinar & Events
Demand Generation Services
Content & Marketing Services

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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:

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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 represents
registration for download or
event
• Conversion metrics at each
step
– Sent, Opened, Clicked, Registered

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One Click Registration Flow
• Normal process:
– Select target list
– Filter for each required field
using “Is Not Empty”
– Send Email
– Include name & email in message
– CTA “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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Program Flow Differences
• Normal Campaign Flow
– Trigger is “Filling out a Form”
– Then-normal flow:
– Add to a registration list
– Send a confirmation Email
– Etc.
• No form? Can’t use that as a trigger.
– Trigger is now “Clicked Link in Email”
– Then, normal flow:
• Asset (Invitation email) Differences

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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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Asset Differences - CTA
Links/CTA
• My normal Post registration page
• Included 3 times in different formats

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Asset Differences – “Normal” registration
The full registration link
• In case the recipient wants to
invite someone else
• In case the email is forwarded

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Results

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Comparison: Data Poster 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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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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Challenges
• Forwarded emails or additional staff registrations
– If you only have a one-click for registration, the message can’t
be forwarded or other people invited
• Javascript disabled
– Technical issue with Marketo recognition of “Clicks link in
Email” for triggered email
– Workaround: generate a smart list “was sent email” and
“visited confirmation page” and manually call campaign
• For webinars, watch attendance vs. no-shows
– Initial view was that we’d see a decline in live attendance, but
wasn’t the case.

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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.

26. Thank you!