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Content Jam 2013: All Systems Go: Build, Measure, Learn with Marketing Automation 101 by Steve Susina
 

Content Jam 2013: All Systems Go: Build, Measure, Learn with Marketing Automation 101 by Steve Susina

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    Content Jam 2013: All Systems Go: Build, Measure, Learn with Marketing Automation 101 by Steve Susina Content Jam 2013: All Systems Go: Build, Measure, Learn with Marketing Automation 101 by Steve Susina Presentation Transcript

    • All Systems Go: Build, Measure and Learn with Marketing Automation 101 Steve Susina Director of Demand Generation Services Crain Communications / Business Insurance Magazine @ssusina #ContentJam
    • LEAD GENERATION Page 2 | © 2013 Business Insurance
    • LEAD SCORING
    • One way to think about Lead Score •  For each lead/person . . . –  Think of a “lead score” like coffee (or tea) filling a a cup. . . –  Lead scoring measures the fullness of each up –  EVERY lead has its own cup. . . . @ssusina #ContentJam
    • Filling the Cup •  How do we fill each cup? –  Behaviors (actions) —Does the person like us? –  Demographics — Do we like the person? –  –  –  –  Some Behaviors fill a cup: Download white paper, visit web page Some Behaviors empty a cup: Visit career page . Some Demographics fill a cup: Right industry, right geography Some Demographics empty a cup: Job Title = Nigerian Prince @ssusina #ContentJam
    • What we do with a score? •  Underlying Assumption: Bigger Score = Better Prospect •  Score: –  “I am comparing the cups of 100 people. . . “ –  Some are overflowing and need immediate attention –  Some are partly full and should be watched –  Some are empty and need no action. •  Nurture –  “Do not give a cup to sales that is not full.” –  “Do something to fill the cup” –  “When the cup is full, hand it over.” @ssusina #ContentJam
    • Nurturing Effect on Engagement: Early Stage •  Audience Acquisition –  16,093 Page Views w/ad –  132,522 Newsletter Views* –  271,123 Email Invitation Messages delivered –  94.9% delivery rate –  14.1% Open Rate –  1.1% Click through rate Late Stage •  Nurturing Campaign –  4,585 Messages delivered –  99.8% Delivery Rate –  34.7% open rate –  12.9% click through rate * 13x in Specialty Risk Newsletter distributed to 10,194 emails Page 7 | © 2013 Business Insurance @ssusina #ContentJam
    • Daily Analytics • Marketing Automation has simplified analytics to a 5 minute review •  Email Performance – Daily & Year to Date –  –  –  –  Delivery Rate Open Rate Click through rate Click to Open •  Email Click Performance – Daily & 90 Day View –  Number of Unsubscribes /by category –  Call-to-Action performance –  Social Media Links •  Number of New Leads Yesterday Page 8 | © 2013 Business Insurance @ssusina #ContentJam
    • Example: Link Performance Report Email Name WhitePaper Promo 1 Link Clicks Leads http://mkto.businessinsurance.com/EmergingRisks_WP.html 555 466 http://mkto.businessinsurance.com/ EmergingRisks_WP.span http://mkto.businessinsurance.com/ EmailSubscriptionManagement_SponsorUnsub.html 10 3 30 29 WhitePaper Promo 1 http://www.businessinsurance.com 20 16 WhitePaper Promo 1 http://www.lexingtoninsurance.com/ WhitePaper Promo 1 mailto:help@businessinsurance.com WhitePaper Promo 1 http://twitter.com/ WhitePaper Promo 1 http://www.businessinsurance.com/section/mobile-apps WhitePaper Promo 1 http://www.businessinsurance.com/section/privacy-policy WhitePaper Promo 1 http://www.facebook.com/BusInsMagazine 5 8 8 9 6 4 4 6 4 6 5 3 WhitePaper Promo 1 https://www.linkedin.com/groups/Business-InsuranceMagazine-1969787 8 5 WhitePaper Promo 1 WhitePaper Promo 1 Page 9 | © 2013 Business Insurance @ssusina #ContentJam
    • Normal Registration Flow •  Select a target list •  Send an email •  CTA directs to landing page –  Landing page has form •  Person fills form to register •  Conversion metrics at each step –  Sent, Opened, Clicked, Registered Page 10 | © 2013 Business Insurance @ssusina #ContentJam
    • Form Length @ssusina #ContentJam
    • So I got to thinking . . . •  Fewer Fields = More conversions •  If Going from 9 to 5 fields increased conversion by 33% . . . •  What if I could reduce my form to 0 fields? –  I’ve got the data already. And I can track every click. Can I make formless registration a reality and still capture a lead? Page 12 | © 2013 Business Insurance @ssusina #ContentJam
    • One Click Registration Flow •  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 metric: –  Sent, Opened, Clicked, Registered Page 13 | © 2013 Business Insurance @ssusina #ContentJam
    • 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 Page 14 | © 2013 Business Insurance @ssusina #ContentJam
    • 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 Page 15 | © 2013 Business Insurance
    • Comparison: Infographic 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 Page 16 | © 2013 Business Insurance
    • 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. Page 17 | © 2013 Business Insurance @ssusina #ContentJam
    • Lessons: •  This won’t work if you don’t use some form of Marketing Automation for click-tracking •  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 •  Good data quality is essential – cleanse and append before even thinking of this type of program. Page 18 | © 2013 Business Insurance @ssusina #ContentJam
    • A Few tips for those new to Marketing Automation . .. •  Learn the basics of CSS/HTML •  Map out your entire campaign before starting to code – know what you have to build, and any dependencies •  Spend time with your provider online community. –  Marketo Community or Eloqua Topliners •  Map out your entire campaign before starting to code –  Beginning with the end of the campaign in mind •  Take on some stretch concepts – For example: APIs •  Invest time (and budget) for data quality. each year •  Review basic rules of logic (those 5th Grade Venn Diagrams!) Page 19 | © 2013 Business Insurance @ssusina #ContentJam
    • Thank You! Steve Susina PH: 630.660.3595 E: steve@susina.com TW: @ssusina @ssusina #ContentJam