Marketing Automation
Key challenges in transforming from “batch and
blast” to persona-driven email marketing
Byron O’Dell
...
Session Speaker

Black & White
Headshot

@byronodell

Byron O’Dell
Senior Director, Demand Management
IHS
Byron has enjoye...
ABOUT IHS

WHO IS IHS

We offer information, analytics and
expertise to organizations around
the world.

Organizations dep...
IHS Jane’s Defense
Before: Batch and blast
• Lots of website
traffic, no
conversion
• Lots of contacts,
no insight
• Unqualified leads
After: Personas and automation

• Actionable personas
• Higher engagement

• Sales alignment
• High-quality leads
Results: Massive increases in clickthrough rate

1,112%

981%
741%
398%

Touch 1

Touch 2

Touch 3

vs. Batch and Blast Ba...
Personas Higher-quality leads
Results:
• Example of personas
IHS Reporting
Period

Marketing Contribution to
Revenue: Aero...
Overcoming challenges

Keeping the rocket fueled

Getting the right content to the right people
Expanding on what you thou...
Challenge: Keeping the
rocket fueled
Initial challenge at a glance
•
•
•
•
•
•

Great Web traffic
Big contact list
Good brand recognition
Low email engagement
...
Initial challenge at a glance
•
•
•
•
•
•

Great Web traffic
Big contact list
Good brand recognition
Low email engagement
...
How to determine if automation can help
your company keep the rocket fueled
 Growing company
 Unengaged database
 Unqua...
Automation might not be
a fit for your company if…
 You like doing the same thing over and over again (and
expect differe...
Challenge: Getting the right
content to the right people
How to build personas

Know
how the
customer
uses the
product

Define

Define

primary
personas

secondary
personas

Tip: ...
How to build personas

Know
how the
customer
uses the
product

Tip: Keep the right people in
the right room.

Define

Defi...
Personas

Military/Gov’t (Technical &
Program)

Military/Gov’t (Planning & Strategy)
•Strategy & Planning
•Research & Deve...
How to build personas

Know
how the
customer
uses the
product

Define

Define

primary
personas

secondary
personas
IHS A&D Segmentation Model
Buyer Personas
• Helps target marketing messages by knowing audience
• (i.e., how do they consu...
Challenge: Getting the right
content to the right people
How To: Get fresh, high-quality content

Identify
segmented
content for
immediate
engagement

Build

Create

content
aroun...
How To: Get fresh, high-quality content

Identify
segmented
content for
immediate
engagement

Build
content
around value
p...
Persona-specific messaging
Day 8

Inbound source customization

Persona-based customization

Inbound source customization
How To: Get fresh, high-quality content

Identify

Build

segmented
content for
immediate
engagement

content
around value...
IHS provides the best content
Day 15

“Download a sample IHS Jane’s
Defense Insight Report … ”
How To: Get fresh, high-quality content

Identify
segmented
content for
immediate
engagement

Build
content
around value
p...
Ongoing nurture program
Sent at beginning of the month, and then behavior-triggered.
Challenge: Implementing
technology and changing
the culture
How To: Implement automation technology

Craft

Create

automated
drip tracks
for each
persona

forms to
capture
persona
i...
How the program works
Welcome
Email

Nurture Messaging
Persona Messaging
Week 1:

Week 2:

Week 3:

Week 4:

Week 5:

Week...
How To: Implement automation technology

Craft

Create

automated
drip tracks
for each
persona

forms to
capture
persona
i...
Tip: Ask for the persona

What is your
current role?

33
Tip: Iceberg form strategy

Forms Learning #1
From this short form,
we get all this!
•
•
•
•
•
•
•

Company (structured)
A...
How To: Implement automation technology

Craft

Create

automated
drip tracks
for each
persona

forms to
capture
persona
i...
Persona-specific messaging
Day 8

Inbound source customization

Persona-based customization

Inbound source customization
How To: Implement automation technology

Craft

Create

automated
drip tracks
for each
persona

forms to
capture
persona
i...
Personal info opt-in page
After

Before
Progressive Profiling: Initial sign-up

Form shrunk
from 15 required
fields down to 7

Plus, this is another iceberg form:...
Drips: Beginning and middle of the month

Content is gated
Progressive Profiling: Persona

Asking for more
persona
information
Progressive Profiling: Contact

Tip: Auto-fill
information that you
already know.

Ask for/confirm
address because
they ar...
How To: Implement automation technology

Craft

Create

automated
drip tracks
for each
persona

forms to
capture
persona
i...
Top takeaways
• It is all about content – and the right target audience – and the right timing.
It’s a three-legged stool....
Thank you
Byron O’Dell
Senior Director, Demand Management
IHS
@byronodell
Daniel Burstein
Director of Editorial Content
ME...
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Marketing Automation: Key insights from a Best in Show lead generation campaign that produced a 1,112% increase in clickthrough

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In marketing, generating leads is only as good as the process that caters to them. The complex decision making process can easily turn traditional batch and blast techniques into a clumsy and inefficient strategy.

In this webinar, join Daniel Burstein, Director of Editorial Content, MECLABS, and Byron O'Dell, Senior Director of Demand Management, IHS, as they show you:

• How to overcome three key challenges to craft campaigns that are targeted and triggered
• How the IHS team generated a 1,112% higher clickthrough rate
• A culture change toward a true content flow
• An inside look at how IHS customized the campaign to accommodate up to seven buyer personas for a more personal messaging strategy

This campaign earned a Best in Show award for Lead Generation in MarketingSherpa Email Awards 2014, presented by ExactTarget.

Published in: Business
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Transcript of "Marketing Automation: Key insights from a Best in Show lead generation campaign that produced a 1,112% increase in clickthrough"

  1. 1. Marketing Automation Key challenges in transforming from “batch and blast” to persona-driven email marketing Byron O’Dell Senior Director, Demand Management IHS Daniel Burstein Director of Editorial Content MECLABS
  2. 2. Session Speaker Black & White Headshot @byronodell Byron O’Dell Senior Director, Demand Management IHS Byron has enjoyed executing marketing programs and helping to evolve the science of marketing for more than 15 years. In his current role, O’Dell works closely with the corporate, product and field marketing teams to deploy processes and marketing programs to drive revenue for IHS, based in Englewood, Colo. Prior to IHS, O’Dell worked for IMI Norgren, where he managed the marketing efforts for the Americas region for this large engineering and manufacturing firm. 2
  3. 3. ABOUT IHS WHO IS IHS We offer information, analytics and expertise to organizations around the world. Organizations depend on our insights to help make decisions about everything from day-to-day operations to long-term investments. © 2014 IHS 2,600 140+ 6 0+ Experts & Industry Analysts Global offices Acquisitions since 2005 03
  4. 4. IHS Jane’s Defense
  5. 5. Before: Batch and blast • Lots of website traffic, no conversion • Lots of contacts, no insight • Unqualified leads
  6. 6. After: Personas and automation • Actionable personas • Higher engagement • Sales alignment • High-quality leads
  7. 7. Results: Massive increases in clickthrough rate 1,112% 981% 741% 398% Touch 1 Touch 2 Touch 3 vs. Batch and Blast Baseline Touch 4
  8. 8. Personas Higher-quality leads Results: • Example of personas IHS Reporting Period Marketing Contribution to Revenue: Aerospace and Defense 1st Half - 2013 6.5% 2nd Half - 2013 11.9% ( 83.3%)
  9. 9. Overcoming challenges Keeping the rocket fueled Getting the right content to the right people Expanding on what you thought you knew
  10. 10. Challenge: Keeping the rocket fueled
  11. 11. Initial challenge at a glance • • • • • • Great Web traffic Big contact list Good brand recognition Low email engagement Contacts go stale Low-quality leads
  12. 12. Initial challenge at a glance • • • • • • Great Web traffic Big contact list Good brand recognition Low email engagement Contacts go stale Low-quality leads Why automation?
  13. 13. How to determine if automation can help your company keep the rocket fueled  Growing company  Unengaged database  Unqualified leads  Not enough resources to target manually
  14. 14. Automation might not be a fit for your company if…  You like doing the same thing over and over again (and expect different results).  You have more budget and people than time.  You live in a buried bus in your backyard.
  15. 15. Challenge: Getting the right content to the right people
  16. 16. How to build personas Know how the customer uses the product Define Define primary personas secondary personas Tip: Get the right people in the right room.
  17. 17. How to build personas Know how the customer uses the product Tip: Keep the right people in the right room. Define Define primary personas secondary personas
  18. 18. Personas Military/Gov’t (Technical & Program) Military/Gov’t (Planning & Strategy) •Strategy & Planning •Research & Development No, this was not one of our personas. •Training / Simulation •Engineering / Technical (Military & Security) •Procurement •Technical Information / Resource Management (Military & Security) Industry (Technical & Program) Industry (Commercial) •Strategic Planning / Competitive Intel •Business Development •Marketing •Commercial Information Resource / Researcher •Engineering / Technical (A&D Industry) •Product Development / Program Management •Technical Information Resource / Researcher (A&D Industry) Primary Persona Secondary Persona Intelligence Analysis •Threat / Country Analyst •Capability Analyst •Imagery Analyst •Legal Counsel Media/Advertising/PR •Reporter / Media •Advertising •Public Relations / Corporate Communications Military/Gov’t (Planning & Strategy) •Strategy & Planning •Research & Development
  19. 19. How to build personas Know how the customer uses the product Define Define primary personas secondary personas
  20. 20. IHS A&D Segmentation Model Buyer Personas • Helps target marketing messages by knowing audience • (i.e., how do they consume content) • Applies not only to emails/collateral, but also to assets and offers • (i.e., where are they in the buyer’s journey)
  21. 21. Challenge: Getting the right content to the right people
  22. 22. How To: Get fresh, high-quality content Identify segmented content for immediate engagement Build Create content around Value Proposition for each persona content around Value Proposition for becoming a customer Tip: Organize to ensure the database is targeted and content is balanced across different personas. Continue the conversation
  23. 23. How To: Get fresh, high-quality content Identify segmented content for immediate engagement Build content around value proposition for each persona Create Tip: Content takes content much longer around Value to build than technology for a Proposition multi-touch for becoming nurturing program. a customer Continue the conversation
  24. 24. Persona-specific messaging Day 8 Inbound source customization Persona-based customization Inbound source customization
  25. 25. How To: Get fresh, high-quality content Identify Build segmented content for immediate engagement content around value proposition for persona Tip: Hire a copywriter. Create content around value proposition for becoming a customer Continue the conversation Tip: You probably already have some of this, round it up.
  26. 26. IHS provides the best content Day 15 “Download a sample IHS Jane’s Defense Insight Report … ”
  27. 27. How To: Get fresh, high-quality content Identify segmented content for immediate engagement Build content around value proposition for each persona Create content around value proposition for becoming a customer Continue the conversation
  28. 28. Ongoing nurture program Sent at beginning of the month, and then behavior-triggered.
  29. 29. Challenge: Implementing technology and changing the culture
  30. 30. How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Tip: Don’t stop batch and blast – be smarter about it! Build database throughout campaign using progressive profiling Test Use A/B testing to optimize
  31. 31. How the program works Welcome Email Nurture Messaging Persona Messaging Week 1: Week 2: Week 3: Week 4: Week 5: Week 6: 5 Ways IHS Can Help Case Study for you IHS best content Schedule Demo Insider Drip Insider Nurture Progressive Profiling
  32. 32. How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Tip: Don’t just add technology, change the culture. Test Use A/B testing to optimize
  33. 33. Tip: Ask for the persona What is your current role? 33
  34. 34. Tip: Iceberg form strategy Forms Learning #1 From this short form, we get all this! • • • • • • • Company (structured) Address Company Phone Fortune 1000 flag Industry Employee Count Annual Sales
  35. 35. How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Test Use A/B testing to optimize
  36. 36. Persona-specific messaging Day 8 Inbound source customization Persona-based customization Inbound source customization
  37. 37. How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Tip: You don’t have to build your targeted database all at once. Build database throughout campaign using progressive profiling Test Use A/B testing to optimize
  38. 38. Personal info opt-in page After Before
  39. 39. Progressive Profiling: Initial sign-up Form shrunk from 15 required fields down to 7 Plus, this is another iceberg form: • Company (structured) • Address • Company Phone • Fortune 1000 flag • Industry • Employee Count • Annual Sales
  40. 40. Drips: Beginning and middle of the month Content is gated
  41. 41. Progressive Profiling: Persona Asking for more persona information
  42. 42. Progressive Profiling: Contact Tip: Auto-fill information that you already know. Ask for/confirm address because they are ready to buy!
  43. 43. How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Tip: Get it out the door! Follow best practices first, then optimize with data. Test Use A/B testing to optimize
  44. 44. Top takeaways • It is all about content – and the right target audience – and the right timing. It’s a three-legged stool. • The payback on this approach is ultimately less overhead and higher engagement vs. traditional batch and blast. • Getting the organization to think in terms of persona-relevant content and buying-stage-relevant content = higher success = sales. • Use the technology: Triggered communications, form design and database enrichment will fuel your success long term. • Just start and keep it simple. Remember, the fast eat the slow.
  45. 45. Thank you Byron O’Dell Senior Director, Demand Management IHS @byronodell Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Black & White Headshot Black & White Headshot
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