1. 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

2. LEAD GENERATION
Page 2 | © 2013 Business Insurance

3. LEAD SCORING

4. 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. . .
.
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5. 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
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6. 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.”
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7. 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
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8. 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
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9. 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
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10. 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
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11. Form Length
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12. 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
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13. 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
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14. 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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15. 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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16. 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
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17. 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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18. 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
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19. 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
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20. Thank You!
Steve Susina
PH: 630.660.3595
E: steve@susina.com
TW: @ssusina
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