Pardot Elevate 2011: Getting Personal with Email Marketing


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Prospect segmentation is not a new concept for marketers, but with the growing adoption of marketing automation systems, the ability to segment prospects has been enhanced and streamlined. Learn about new ways of engaging your target audience for increased success in this presentation put on by comScore at Elevate 2011.

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Pardot Elevate 2011: Getting Personal with Email Marketing

  1. 1. Getting Personal with Email MarketingMatt CumelloSenior Manager, Product Marketing
  2. 2. comScore OverviewAbout 15th Largest Market Research Firm in the WorldClients 1700+ worldwideEmployees 900+Headquarters Reston, VA 170+ countries under measurement;Global Coverage 43 markets reportedLocal Presence 32+ locations in 23 countries © comScore, Inc. Proprietary. 2
  3. 3. comScore’s Lead Generation History Limited online marketing before 2007. +430% Spent the past 4 years creating and publishing downloadable content to the comScore website. This increase in content contributed to a surge of new leads being passed to via web-to-lead +240% forms. © comScore, Inc. Proprietary. 3
  4. 4. Historical Lead Gen / Email Challenges  Data Validation and Qualification – Increase in bad data submissions (personal emails, fake information) – Duplicate leads required nightly de- dupe.  Email Marketing – Email address variations created holes in email opt-out process – Limited ability to segment contacts meant untargeted email communications. © comScore, Inc. Proprietary. 4
  5. 5. The Solution: Pardot Marketing AutomationSigned up with Pardot in late 2009, allowing comScore’smarketing team to qualify web leads prior to passingthose leads to comScore Sales Email Webinars Qualified Leads SalesForce.comNew Leads White Microsites Papers © comScore, Inc. Proprietary. 5
  6. 6. Email’s Role in Justifying marketing automation Previously used ESP with volume-based pricing model Ran analysis and determined the cost to upgrade to marketing automation solution was nominal compared to cost of email service Marketing Automation included an email engine AND additional features like forms, lead scoring, etc. – Cookie based tracking meant significant decrease in email address variations being submitted into our forms. – Streamline email marketing programs and helped with data quality. © comScore, Inc. Proprietary. 6
  7. 7. Key Feature: Automation Rules  Automation rules were the first order of business for comScore. – Segment prospects by observed behaviors and interests. © comScore, Inc. Proprietary. 7
  8. 8. How comScore Segments Prospects by by by Opportunity by Product Geography Vertical Status Form Search Brazil Chile Auto Opportunity Insurance Lost Webinar Attendee Peru Product X Latin American Prospects in Auto Prospects with Lost Engaged List Prospects List Insurance Industry List Opportunity List © comScore, Inc. Proprietary. 8
  9. 9. What segmentation means for comScore Targeted Communications © comScore, Inc. Proprietary. 9
  10. 10. Targeted vs Untargeted Communications  Ran a series of tests comparing targeted email lists from automation rules vs untargeted database lists.  Recipients of targeted communications were more likely to click on “AddThis” social share icons. © comScore, Inc. Proprietary. 10
  11. 11. Impact of Social Sharing within Email  AddThis Social Share Icons © comScore, Inc. Proprietary. 11
  12. 12. The Power of Like  Facebook users spend more than a quarter of their time on the site interacting with the Newsfeed; this activity represents 4 percent of all time spent online in the U.S.  The Newsfeed is also the primary location where branded content is consumed. In fact, users are 40-150 times more likely to consume branded content in the Newsfeed than to visit the Fan Page itself.  Friends of Fans constitute an important incremental audience, typically representing a much larger set of consumers (81 times larger, on average, for the top 1000 brand pages) who can receive social media brand impressions by way of their Friends. © comScore, Inc. Proprietary. 12
  13. 13. Impact of highly targeted email marketing  Segmentation is helping comScore raise open and click rates. © comScore, Inc. Proprietary. 13
  14. 14. The (Near) Future of Segmentation: Mobile © comScore, Inc. Proprietary. 14
  15. 15. Mobile Stats / Trends In less than 4 years, Millennials will account for nearly 50% of the employees in the world. – This group has grown up with social media, text messaging, smartphones and ubiquitous internet access as the norm. The adoption of smartphones and tablets is rapidly changing how people use technology across their personal and business lives. Sources: Harvard Business Review, IDC © comScore, Inc. Proprietary. 15
  16. 16. comScore Mobile App Segmentation – How it WorksRSS Feeds © comScore, Inc. Proprietary. 16
  17. 17. Prospect is Segmented into Mobile Specific Campaign © comScore, Inc. Proprietary. 17
  18. 18. Mobile Segmentation – Personalize Email by Content Most popular phone brands by pageviews Page name % (October 2011) Smartphones and tablets U.S. press release 12.29% Homepage 9.05% U.S. mobile subscriber market share press release - August 5.05% Apple Advertising Week Sweetery Raffle 2.72% Samsung U.S. mobile subscriber market share press release - July 2.22% Generic Digital Omnivores 1.88% HTC Android Smartphone Adoption in Japan press release 1.39% Blackberry Press releases subsection front 1.14% OTHER Power of Like whitepaper 1.10% Careers subsection 1.10% Blog homepage 1.01% Most popular phone type by Products and services section front 0.89% pageviews (October 2011) Social networking on the go press release 0.86% Apple iPad QR/bar code scanning press release 0.85% Web analytics subsection front 0.74% Apple iPhone Sweetery page 0.72% Generic Device with Opera browser Apple iPod Touch Samsung GT-i9100 © comScore, Inc. Proprietary. 18
  19. 19. Mobile Segmentation – Personalize Email Format Create email templates that are optimized for mobile devices – Leverage Pardot’s Gold Email package to ensure emails to iOS, Android and Windows Mobile users renders correctly. © comScore, Inc. Proprietary. 19
  20. 20. Mobile Segmentation – Personalized Call-to-Actions A typical comScore email drives recipients to our website to download content via Pardot forms. Mobile devices present a unique challenge – Site not optimized for mobile – Form submissions through mobile a pain Formless call-to-actions for users of mobile devices so they can easily access content © comScore, Inc. Proprietary. 20
  21. 21. Key Take-Aways Know Your Audience! – Go beyond demographics when segmenting prospects – Key on past behavior to deliver the most relevant & targeted emails Enable social sharing in your emails to extend the reach of your communications Measure everything – and adjust strategy accordingly © comScore, Inc. Proprietary. 21
  22. 22. Questions? Email: – – Twitter: – @Mattyc78 © comScore, Inc. Proprietary. 22