Marketing Corner: How we use marketing automation at MindFire

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Ramin Zamani, EVP of Marketing, and Dave Rosendahl, Co-founder of MindFire, present the first Marketing Corner educational webinar, and take you to a behind-the-scene tour on how MindFire uses marketing automation to run marketing campaigns.

Here's what's being covered in this presentation:

-- Managing (un)subscriptions with a master program
-- Using template(s) to boost your productivity
-- Advanced Target Audience segmentation using “Goals” and “Scores”
-- Introducing the new dashboard in MindFire Studio

If you want to wrap your head around buzzwords like lead nurturing, lead scoring, drip campaigns, and marketing automation, and would like to learn fast and easy ways to increase your productivity with MindFire Studio, the Marketing Corner is for you!

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Marketing Corner: How we use marketing automation at MindFire

  1. 1. Marketing Corner Ramin Zamani EVP of Marketing, MindFire July 1, 2014
  2. 2. What is Marketing Corner? ● Using marketing automation technology to work smarter (Examples from our own campaigns with MindFire Studio) ● Digital marketing campaign best practices ● Your topics/questions
  3. 3. About MindFire Studio Create your free account: mindfirestudio.com
  4. 4. MindFire Studio Marketing Communication Platform Multi-channel marketing: Integrate email, direct mail, SMS, Voice, and more. Personalization: Simple to sophisticated workflows with advanced rules Turn-key marketing solutions: Franchises or large organizations with multiple locations Kiosk and Web-portals: Applications within storefronts
  5. 5. What we’ll cover today: ● MindFire Studio productivity tips: ○ Using Program template(s) ○ Creating a global (un)subscription program ○ Using Goals to segment your Target Audience ● New dashboard: ○ Taking your report and analytics to the next level
  6. 6. Your presenters today Ramin Zamani EVP of Marketing at MindFire Creating campaigns for 12+ years 949-265-1271 rzamani@mindfireinc.com @RaminZamani http://mindfirestudio.com/blog
  7. 7. Your presenters today David Rosendahl Co-founder of MindFire Leading the Product team 949-375-4459 daver@mindfireinc.com @DaveRosendahl
  8. 8. Less work, more fun... MindFire Studio productivity tips
  9. 9. Work smarter... Using Program Templates
  10. 10. When? You run certain campaigns that have similar workflows: ● Webinar registration campaigns ● Monthly eNewsletters ● eBook download ● ...
  11. 11. How? Creating a template: 1. Keep what’s constant 2. Abstract what varies (with Content Variables) 3. Save the Program’s file “as a template”
  12. 12. Using Program templates - Summary 1. Create a Master Program template 2. Include all the frequently used Elements: a. Target Audience b. Email c. Microsite d. Pages e. Triggers f. Notifications 3. Save the Program file as a template.
  13. 13. What we’ll cover today: ● MindFire Studio productivity tips: ○ Using Program template(s) ○ Creating a global (un)subscription program ○ Using Goals to segment your Target Audience ● New dashboard: ○ Taking your report and analytics to the next level
  14. 14. Keeping your data clean... Creating a global (un) subscription Program
  15. 15. Managing data (and keeping it clean) MindFire Studio CRM salesforce Sales team inputCampaigns forms and emails
  16. 16. Using the system’s “Unsubscribe” Pros: ● It’s very easy to use ● Automatically removes the contact from all Programs Cons: ● Re-subscribing un- subscribers is not as easy ● You don’t have any control over the process
  17. 17. A Global (un)subscription Program ● Adding a new contact to your Studio database ● Unsubscribing an existing contact from your list
  18. 18. Adding a contact
  19. 19. mindfirestudio.net/subscription
  20. 20. Unsubscribing a contact
  21. 21. From emails: ##purl##.mindfirestudio.com/subscription Direct link: johnsample35.mindfirestudio.com/subscription
  22. 22. Let’s take a look at the Program in Studio
  23. 23. Global (un)subscription - Summary 1. Create a custom field (for example “remove”) 2. Create a Program with a form to add or unsubscribe contacts 3. Use the custom field to exclude unsubscribers from your target audience 4. Use ##purl##.domainname.com/subdirectory in your email for unsubscription
  24. 24. What we’ll cover today: ● MindFire Studio productivity tips: ○ Using Program template(s) ○ Creating a global (un)subscription program ○ Using Goals to segment your Target Audience ● New dashboard: ○ Taking your report and analytics to the next level
  25. 25. Success metric(s) + Segmentation tool Goals
  26. 26. Goals help you measure your success How many people registered to the webinar? How many downloaded the eBook? Or even undesired ones: How many people have unsubscribed?
  27. 27. Using Goals in 3 easy steps 1. Set up a Goal in your Account Configurations 2. Assign a Goal to your “Conversion” Event with Element(s) 3. Use a Goal in Behavioral Filter to segment your Target Audience
  28. 28. Goals help you segment your target ● Within a Program: ○ e.g. send a thank you email to those who have rsvped to this particular event ● Across all Programs: ○ e.g. exclude anyone who has already requested a demo (in any program)
  29. 29. Standard and Behavioral Filters Standard Title Industry Geography Revenue ... Behavioral Downloaded our eBook Requested a demo Visited our website Attended a webinar ...
  30. 30. Advanced segmentation with Goals 1. Create your Goals in your global Configurations 2. Assign Goals for “conversion” Events 3. Use Goals in your Behavioral filters to segment your Target Audience: a. within one Program b. across all Programs
  31. 31. What we’ll cover today: ● MindFire Studio productivity tips: ○ Using Program template(s) ○ Creating a global (un)subscription program ○ Using Goals to segment your Target Audience ● New dashboard: ○ Taking your report and analytics to the next level
  32. 32. Taking your campaign reporting & analytics to the next level MindFire Studio Dashboard
  33. 33. [Screenshot of Program]
  34. 34. [Screenshot of Program]
  35. 35. [Screenshot of the Email]
  36. 36. [Screenshot of the Email]
  37. 37. [Screenshot of Microsite Workflow]
  38. 38. [Screenshot of Program]
  39. 39. [Screenshot of Email Scoring Assignment]
  40. 40. Sign up for our 2 day classroom training! This training course is designed to walk you through different stages of building a multi-channel, multi-touch marketing campaign with MindFire Studio® Want to learn more? Register @ MindFireTraining.com Our next class is at MindFire HQ in Irvine, CA // August 27th & 28th
  41. 41. Join the LinkedIn Group: http://bit.ly/marketingcorner
  42. 42. Next Steps: 1. Sign up for a free trial : http://mindfirestudio.com/free-signup 2. Schedule a 1:1 meeting: http://mindfirestudio.com/contact
  43. 43. Questions?
  44. 44. Contact us! Ramin Zamani 949-265-1271 rzamani@mindfireinc.com @RaminZamani David Rosendahl 949-375-4459 daver@mindfireinc.com @DaveRosendahl
  45. 45. Thank you!

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