How a former Email Summit attendee achieved a 270% increase in conversion.


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In this session, Daniel Burstein and Rachel Hoppe will show you how Rachel and her team:

+Improved conversion rate from 20% to 70%
+Increased marketing contribution to revenue from 5% to 70%
+Are now receiving high-fives from the sales force after deals close

Rachel and Daniel will also be speaking at MarketingSherpa Email Summit 2013 (

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  • Touch on 50% Year over Year Growth
  • Attended Both Email Summit & B2B Summit in 2012
  • Difference in Plan and Priority – Priority is an enduring goal; Plan is actionable items that you can check off your list
  • Example: Database Baseline – Taken to identify areas in our MKT process that needs to be improved
  • Doesn’t have to be pretty just functional
  • Found out how we got his email address…. Call and Explained the Situation… Had a bit of a laugh
  • Found out how we got his email address…. Call and Explained the Situation… Had a bit of a laugh
  • Email Content … then Layout… Reason – It’s cheaper and will get you one step closer to optimization
  • The new Vocus Marketing Suite delivers success.It’s a powerful, next-generation marketing experience that gets you leads, sales and new customers through Social, Search, Email and Publicity.It pinpoints Twitter users who are looking for a product or service like yours, and helps you engage with them directly.Vocus turns your news into content marketing that builds visibility and attracts customers on news sites and search engines like Yahoo!, Google and Bing”It connects you directly with customers and new prospects through integrated email marketing. Vocus delivers press opportunities straight from journalists and bloggers who want your story or for an expert source, right now. And it does it all in one, smart suite that streamlines your marketing and tracks your results.Take an online demo and discover what Vocus can deliver for your business at
  • High Fives – Build MKT Model
  • How a former Email Summit attendee achieved a 270% increase in conversion.

    1. 1. Email Measurement: How a former Email Summit attendee achieved a 270% increase in conversion. Sponsored by:
    2. 2. Rachel HoppeMarketing ManagerAvidXchange, Inc.@Rachel_HoppeDaniel BursteinDirector of Editorial ContentMECLABS@DanielBurstein
    3. 3. Session Speaker Rachel Hoppe Marketing Manager Black & White AvidXchange, Inc. Headshot Rachel Hoppe leads the day to day operations of the marketing department. In her time at AvidXchange, Rachel has built the department from the ground up and contributed in creating a high performing marketing model increasing marketing-sourced@Rachel_Hoppe revenue from 5% in 2010 to over 70% in 2012. As a result of this rapid revenue growth, AvidXchange continues to rate highly on the Inc. list of fastest growing software companies. Rachels background is in Brand Marketing and Advertising. Prior to joining AvidXchange, she worked for a local agency in Charlotte, NC. Rachel is a graduate of Elon University, with a BA in Strategic Communications. She currently lives in Charlotte, NC with her husband James and two golden retrievers Charlie and Tucker. 3
    4. 4. About AvidXchange• Fast-Paced, High Growth Private Software Company• Focused in Payment Automation for the Mid-Size Market• Over 325 Clients & 150+ Employees
    5. 5. Great Expectations2012 Marketing Challenge: • Build a High Performing, Predictable Marketing Model • Double # of SQLs (Sales Qualified Leads) • 70% Conversion of SQL to First Meeting • 70% New Revenue Sourced Through Marketing
    6. 6. Now What… 7 Steps of Success: 1. Determine What You Know & What You Don’t 2. Identify a Plan of Action 3. Map Out Key Processes & Build Dashboards 4. Expect Starts and Stumbles 5. Measure & Optimize 6. Test & Learn 7. Keep Your Eye on the Goal
    7. 7. Step One: Determine What You Knowand What You Don’t • Identify gaps in your current email programs • Find the information and resources necessary to fill those gaps • Be open to finding gaps in other processes
    8. 8. Four Major Gaps in Our Process1. Content • Gap: Need an internal resource that could drive our content-driven marketing processes • Solution: Hire a Content Writer with the ability to lead our content-driven efforts2. Database • Gap: Need a database to accurately depict the mid-market • Solution: Define the mid-market; set the database as a high-level priority and create a plan to update throughout the year3. Website Effectiveness • Gap: Need visibility into the actions visitors were taking on our website • Solution: Implement a Marketing Automation Solution to track website activity of prospects, clients, partners, career seekers4. Sales Involvement • Gap: Sales Reps do not find value in Marketing SQLs and there is a lack of communication between the departments • Solution: Create more quality SQLs and a process for Sales Reps to provide timely feedback
    9. 9. • Step Two: Identify a Plan of Action • Bring your knowledge back to your team • Identify where your company wins and where it loses • Create a plan to get to the next steps
    10. 10. Example: Baseline of Key Marketing Metrics
    11. 11. Example: Message Map Where/Why We Win
    12. 12. Example: Outbound Plan at Program Level
    13. 13. • Step Three: Map Out Processes & Build Dashboards – Understand all email marketing related processes – Set up a measurement system to benchmark results – Ensure you have full visibility
    14. 14. Example: Live Webinar Process
    15. 15. Build a Marketing Effectiveness Report
    16. 16. • Step Four: Expect Starts & Stumbles • Build into the plan chances to reevaluate and learn from progress to date • Be flexible and not afraid to change a process mid-course • It’s OK to not have all the answers!
    17. 17. All Smoke & No Fire: Email Survey-to-Lead Issue: • Sales Reps Did Not Value Leads • Lack of Quality SQLs • Many just wanted Starbucks Gift Cards Tests to Optimize: • Different Incentives • Donation • Case Study/Book • $ Amount • Different Email Layouts • Different Survey Subject Results: • Cut Our Losses and Ran!
    18. 18. Hello…My Name is Spammer
    19. 19. Hello…My Name is SpammerFind the Humor & Have Some Fun!
    20. 20. • Step Five: Measure & Optimize • Determine success of each element of email marketing program • Identify & Learn from the leaders to improve the laggards • Focus and target your resources on key drivers
    21. 21. Manage What You Measure Example of Inbound Website Traffic & Conversion Rate to SQL
    22. 22. Manage What You Measure Example of Inbound Website Traffic & Conversion Rate to SQL Outbound Programs DriveInbound Traffic & Conversion
    23. 23. • Step Six: Test & Learn • Test Everything • Start with Content Optimization • Run A/B split tests to continue to learn and optimize
    24. 24. Example: Testing Landing Page Layout Treatment A Control
    25. 25. Webinar Landing Page: Results 152% increase in Conversion Rate Treatment A out-performed Control 45 Days to Freedom Conversion Rate Landing Page Control 6.94% Treatment A 17.5% Difference 152% ! What You Need to Understand: Be specific and get to the point
    26. 26. • Step Seven: Keep Your Eye on the Goal • Optimize revenue performance • Collaborate with Sales • Work backwards from SQL to determine your target prospects and nurturing program
    27. 27. Example: Lead Plan 2012 & Assumptions
    28. 28. Join us for the largest vendor-neutral, research-based email marketing event. Reserve your seat
    29. 29. 4 Tips to Stay Focused & Win as a Team!1. Collaborate with Sales: • Provide Sales with a non-threating way to provide Marketing with feedback… good, bad and ugly… and then be open to hearing it2. Always ask Why: • To the point of being a broken record… while seeking to understand and ask why so many times you are forcing yourself to slow down and listen3. Take Time to Stop and Analyze the Data: • Throughout the month, quarter and year… you may just find your smoking gun in all the data!4. When You’re Overwhelmed: • Stop, Breath, Take in what you’ve accomplished and then dive back in for round 2,3,4 or even 25
    30. 30. So What Happened?2012 Marketing Results: • Increased SQL Volume by 105% • Increased SQL to 1st Meeting Conversion Rate from 20% to 74% • 68% of New Revenue Sourced Through Marketing • Sales Reps Value SQLs from Marketing • Marketing Receives High-Fives from Sales Reps after every Closed-Won deal!
    31. 31. Thank You! Rachel Hoppe Marketing Manager AvidXchange, Inc. @Rachel_Hoppe Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein