August Wine and Web: Marketing Automation with Steve Susina of Crain's

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Steve Susina is the Director of Demand Generation Services for Crain Communications and an expert in Marketing Automation. …

Steve Susina is the Director of Demand Generation Services for Crain Communications and an expert in Marketing Automation.

You've probably heard a lot about Marketing Automation. Perhaps you've even received emails from companies like Marketo, Hubspot, or Eloqua. Despite all the hype, there are good reasons why researchers predict that up to 75% of all firms will be using Marketing Automation within the next two years.

Just what the heck is Marketing Automation and how does is make my life easier as a marketing professional?
Isn't this whole behavior tracking and personalization just a little bit creepy?
I'm spending all my time on content and link-building for SEO. Isn't that enough?
We're just getting started--do you have any tips or advice for us?

This presentation covers the basics Marketing Automation is--what is it, how is it used, and what results will it help you deliver.

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  • 1. Wine, Web, & Marketing Automation August 27, 2013 Steve Susina Director of Demand Generation Services Crain Communications / Business Insurance Magazine
  • 2. Page 2 | © 2013 Business Insurance How many work in a building that looks like a Marketo Revvie? Photo  Source:    Thinkstock  
  • 3. Page 3 | © 2013 Business Insurance How business used to sell . . . •  Buy or rent lists •  Sort by region/rep •  Assign •  Make reps spend their days cold calling •  Profit Supported by Brand Advertising & Public Relations
  • 4. Page 4 | © 2013 Business Insurance Crain & our Challenges •  Publisher of Business and Trade Publications –  Business (Crain’s Chicago Business) –  Healthcare (Modern Healthcare) –  Marketing (BtoB, Advertising Age) –  Manufacturing (Automotive News) –  Financial Services (Business Insurance) •  Our Industry trends –  Flat/Declining marketing budgets –  Smaller proportion spent on print ads –  Emergence of Content Marketing –  Shift to mobile devices Yet, business media still plays a vital role in educating the customer universe
  • 5. Page 5 | © 2013 Business Insurance 3 Basic Objectives of Marketing Automation Systems: Generate Leads Nurture Leads Qualify Leads
  • 6. Page 6 | © 2013 Business Insurance Seems like a simple, straightforward process, right? Generate Leads Nurture Leads Qualify Leads
  • 7. Page 7 | © 2013 Business Insurance Reality is more complex Source: Forrester Research
  • 8. Page 8 | © 2013 Business Insurance Translates to the “Demand Waterfall” Prospect MQL SAL SQL
  • 9. Page 9 | © 2013 Business Insurance The “old” Sirius Decisions Demand Waterfall Prospect MQL SAL SQL
  • 10. Page 10 | © 2013 Business Insurance Sirius Decisions Demand Waterfall Prospect MQL SAL SQL
  • 11. Page 11 | © 2013 Business Insurance DemandGen – “Hourglass” Prospect MQL SAL SQL
  • 12. Page 12 | © 2013 Business Insurance Regardless of Process, Optimization is goal Move Leads from stage to stage Attract & Engage new prospects Optimize conversions Pass to sales for closure Measure
  • 13. Page 13 | © 2013 Business Insurance Enter Marketing Automation.
  • 14. Page 14 | © 2013 Business Insurance Market History & Consolidation:
  • 15. Page 15 | © 2013 Business Insurance Basic Components of an MA system: •  Database of Prospects/Leads •  Digital Asset Creation Capabilities –  Landing Pages –  Registration Forms –  Email Messages –  Content Management (for images, PDFs, etc) •  Marketing Campaign Automation –  Email Marketing (Batch & Blast) –  Triggered Events –  Sequenced Events •  Lead Evaluation (Scoring) Capabilities
  • 16. Page 16 | © 2013 Business Insurance LEAD GENERATION
  • 17. Page 17 | © 2013 Business Insurance LEAD SCORING
  • 18. Page 18 | © 2013 Business Insurance What is Marketing Automation? 1.  Software that gives a company the tools it needs to accelerate the sales funnel: –  10% Increase in Revenue (Gartner) –  26% Increase in Lead Conversions (Aberdeen) –  33% improvement in Cost Per Lead (Forrester) 2.  Software that Manages time consuming, complex & repetitive tasks: –  Campaign Management –  Monitoring Website activity –  Delivering content –  Email Marketing –  Lead Database management –  Analytics –  Behavior/Tracking –  Demographics
  • 19. Page 19 | © 2013 Business Insurance What is Marketing Automation? •  Deliver Marketing Content –  Right mix of information –  Right stage of the buying cycle –  Delivered via a structured systematic approach that requires minimal active intervention •  Rate Engagement –  Monitor engagement with relevant content –  Reflect relative importance of engagement •  Qualify to Buy-Ready –  Identify the behavioral signals that suggest someone is ready to speak with a sales professional.
  • 20. Page 20 | © 2013 Business Insurance My Working Definition of Marketing Automation •  Capabilities that make it easy for you to deliver: –  The right content –  Via the right environment –  Using the right tools •  To manage your: –  customer data –  marketing content –  marketing engagement •  To help you: –  Identify potential sales prospects early in the buying cycle –  Assist them (and monitor them) as they move through the buying cycle –  And turn them into Qualified Leads Customer Database Marketing Content Engagement Strategy
  • 21. Page 21 | © 2013 Business Insurance Why? Managing Complex & Repetitive Tasks: e.g. webinar •  Asset Creation: –  Email Invitation –  Landing Page –  Registration Form –  Thank-You Landing Page –  Calendar Reminder –  Thank-You Email –  24 Hour reminder –  1 Hour Reminder •  Programming: –  Send Invitation –  Collect Data from Registration Form –  Send Thank-You and Reminder messages –  Send registrant data to Webinar hosting service –  Send One follow-up message to attendees –  Send a different one for no-shows
  • 22. Page 22 | © 2013 Business Insurance Let’s Look at an Example:
  • 23. Page 23 | © 2013 Business Insurance •  Website Template: •  Marketing Automation Template: Difference between Web Page & Landing Page Why? Drive to a single CTA
  • 24. Page 24 | © 2013 Business Insurance Progressive Profiling Forms
  • 25. Page 25 | © 2013 Business Insurance Progressive Profiling Forms
  • 26. Page 26 | © 2013 Business Insurance Reduce Registration Friction •  Studies: there is an inverse relationship between number of fields and number of completions •  Marketo Progressive Profiling Example –  Reducing form from 9 fields to 5 field significantly increased form completion rate – 45% improvement over baseline •  Theoretically, if we have enough information we can we eliminate registration form altogether –  Data exists in Marketo (Name, Company, Job Title, Phone, etc.) –  Activity is monitored (Clicks link in Email)
  • 27. Page 27 | © 2013 Business Insurance Landing Page Template Template Template
  • 28. Page 28 | © 2013 Business Insurance Drag & Drop to Create Landing Page Rich Text Form Image Button is programmed to open a 2nd landing page . . .
  • 29. Page 29 | © 2013 Business Insurance Follow-Up or Thank You Landing Page
  • 30. Page 30 | © 2013 Business Insurance Patterns start to emerge Rich Text Image Template Template
  • 31. Page 31 | © 2013 Business Insurance And with the email . . . Button is programmed to go to landing page. . .
  • 32. Page 32 | © 2013 Business Insurance And again, the patterns. . . Rich Text Image Template Template Image Button is programmed to go to landing page. . .
  • 33. Page 33 | © 2013 Business Insurance Behind the Scenes – Send an Invite:
  • 34. Page 34 | © 2013 Business Insurance Behind the Scenes – Triggered Activity:
  • 35. Page 35 | © 2013 Business Insurance Behind the Scenes – Campaign Flow:
  • 36. Page 36 | © 2013 Business Insurance Nurturing (Sequential Email) Example •  Ac2on:  Request  Campaign:  Welcome  Email  Series   1.  Call  to  ac2on:  Sign  up  for  segmented  newsleBers   2.  Call  to  ac2on:  Sign  up  for  “Solu2on  Arc”   3.  Call  to  ac2on:  Watch  Video   4.  Call  to  ac2on:  Send  message  to  editor    
  • 37. Page 37 | © 2013 Business Insurance How do I keep this all straight?
  • 38. Page 38 | © 2013 Business Insurance Finally, some tips on making Marketing Automation Useful: •  Learn basics of CSS/HTML •  Map out your entire campaign before starting to code – know what you have to build, and any dependencies. •  Accept that there is more than one way to accomplish just about anything via Marketing Automation! •  Begin with the end of the campaign in mind •  Take on some stretch concepts – eg. APIs •  Invest time (and budget) for data quality. each year •  Review basic rules of logic (those 5th Grade Venn Diagrams!)
  • 39. Page 39 | © 2013 Business Insurance A Few Other Things Learned on the Highways and Byways of Marketing Nation •  Accept that there is more than one way to accomplish just about anything via Marketing Automation! •  Beginning with the end of the campaign in mind •  Take on some stretch concepts – e.g. APIs •  Invest time (and budget) for data quality •  Review basic rules of logic (those 5th Grade Venn Diagrams!) A B
  • 40. Page 40 | © 2013 Business Insurance Contact Information Steve Susina Director of Demand Generation Services Crain Communications / Business Insurance 150 N. Michigan Chicago, IL 60601 Email: ssusina@crain.com Phone: 630.660.3595 Twitter: @ssusina LinkedIn: http://www.linkedin.com/in/susina