Booth susina 2013-0828-final pdf version

Marketing Automation Overview
Booth Marketing Roundtable
August 28, 2013
Steve Susina
Director of Demand
Generation Services
Crain Communications /
Business Insurance
Magazine

| © 2013 Business Insurance
• 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)
• Faced with Industry trends
– Declining marketing budgets
– Print a smaller proportion of mix
– Emergence of Content Marketing
– Shift to mobile devices
About Crain Communications
Business Media still plays a vital role in
educating the customer universe

Agenda
• Marketing Trends & Background
• Marketing Automation Overview
• Examples

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

What’s happening?
Demand Generation Is Primary 2013 Marketing Goal
Source:

67% of Marketers budgets show an
increase in digital spend
Source:

2 to 1 spending advantage for
Direct Response vs. Branding
Banners
& Display
Lead
Generation &
Nurturing

Every Marketing Survey Includes
Some Version of This Chart
Marketing
Budgets
Present
Advertising
Content,
Lead Gen
& Inbound
Past

New Focus Brings New Challenges
• 40% to 70% of the sales process takes place before
the first interaction with the vendor
– What does your audience need to know?
– How do you make sure you get found?
– How do you know when your prospect is looking at it?
Source: Marketo, Sirius Decisions, Forrester Research

3 Basic Objectives of Marketing
Automation Systems:
Generate Leads
Nurture Leads
Qualify Leads

Reality is more complex
Source: Forrester Research

Translates to the “Demand Waterfall”
Prospect
MQL
SAL
SQL

The “old” Sirius Decisions Demand
Waterfall
Prospect
MQL
SAL
SQL

The “new” Sirius Decisions Demand
Waterfall
Prospect
MQL
SAL
SQL

DemandGen – “Hourglass”
Prospect
MQL
SAL
SQL

Regardless of Process, Optimization
is goal
Move Leads from
stage to stage
Attract & Engage
new prospects
Optimize
conversions
Pass to sales for
closure
Measure

Enter Marketing Automation.

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

Practically Speaking
• 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.

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

Market History & Consolidation:

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

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

Lead Scoring
• Working Definition: “A shared sales and marketing
methodology for ranking leads in order to determine
their sales-readiness.”
– Increased Sales Effectiveness:
Sales reps focused on the most
ready leads
– More effective re-marketing and
recycling of leads
– Ability to filter non-leads from
marketing programs (and
handoff to sales)
– Self-selection of prospects
by monitoring engagement
Image Source: BizLeader.co.uk
Ready
Now
Not
Ready
Yet
Not a
lead
Scoring Methodology/Threshold

Lead Scoring
Behavioral
(Do They Want Us?)
• Download a White Paper
• Visit certain web pages
• Open a relevant email
• Register & attend a webinar
• Sign up for your newsletter
• Undesirable
– Visit the Career Center
– Unsubscribe from mailing lists
Demographic
(Do We Want Them?)
• Company Size
• Number of Employees
• Purchase Influence
• Job Title
– Level & Category
• Undesirable
– Work for a competitor
– Wrong Industry
– Wrong job title

Nurturing Example
• Action: Request Campaign: Welcome Email Series
1. Call to action: Sign up for segmented newsletters
2. Call to action: Sign up for “Solution Arc”
3. Call to action: Watch Video
4. Call to action: Send message to publisher

Risk
Manager
Chief Financial
Officer
Chief
Operations
Officer
Business
Process /
Function Owner
Early Stage
Pain ID
Mid Stage
Solution ID
Mid Stage
Evaluation
Late Stage
Selection
3rd-party whitepapers, educational webcasts. Speeches at industry
events, public relations, other thought leadership efforts
Competitive comparison charts, fact sheets, implementation plans
Internal whitepapers, sponsored webcasts, case studies, customer
testimonials
Source: Annuitas Group, Business Insurance
Product demos, short videos, product specifications, brochures,
cost comparisions, business case tools
Segmented Lead Lifecycle Nurturing
Combine Audience segmentation & Buying Cycle

The Right Environment
Attract
• Traditional Marketing
– Brand Advertising
– Direct Mail/Email
– Trade Shows
• Emerging or
“Inbound”
Marketing
– Search Engine
Optimization
– Social Sharing
– Community marketing
Segment
• Identify Customers
– Industry
– Product
– Geography
– Size
• Serve the end-to-end
buying cycle for each
• Reflected in your
website

• Top Of Funnel Audience Generation: 1180 Leads Generated
– 1180 leads into campaign (webinar attendees, white paper downloads)
• Nurture to Marketing Qualified Status: 102 Leads Qualified
– Content Offers aligned to buying stage
– Scoring based on engagement (clicks, downloads of campaign and
onsite content)
– Transfer when combined engagement reaches Lead Score threshold
• Sales Accepted Leads: 25 Matched Sales-Qualification Criteria
– Fits client target audience to engage a sales person (specialty broker):
– Average Deal Size: $2 million
– Pipeline: 25 x $2 million = $50 million
– Customer has identified one likely prospect (to date)
Campaign Value:
$50,000 Investment $2 Million potential revenue
from a $50,000 investment
Lead Nurturing Performance example:

Early Stage
• Audience Acquisition
– 16,093 Page Views w/ad
– 132,522 Newsletter Views*
– 271,123 Email Invitation
Messages delivered
– 14.1% Open Rate
– 1.1% Click through rate
Late Stage
• Nurturing Campaign
– 4,585 Messages delivered
– 34.7% open rate
– 12.9% click through rate
Deeper Engagement In Later Stages of
Campaign
• 246% increase in Email Open Rate
• 1172% increase in Click Through Rate
* 13x in Specialty Risk Newsletter distributed to 10,194 emails
Nurturing Effect on Engagement:

Case Studies
Marketing Automation Enabled
Lead Generation Campaigns

2 Examples
• Basic White paper
Download
– SEO, Email, Social
inbound link
– Generate registration
in exchange for
download (gated
content)
• One Click/No Form
Download
– Still used to generate
a lead
– Marketing
Automation enables
offer & tracking
without collecting any
(additional) data

Example 1: Basic White Paper Offer

• Website Template:
• Marketing Automation Template:
Difference between Web Page &
Landing Page
Why? Drive to a single CTA

Progressive Profiling Forms

Landing Page Template
Template
Template

Drag & Drop to Create Landing Page
Rich Text Form
Image
Button is
programmed to
open a 2nd
landing page . . .

Follow-Up or Thank You Landing Page

Patterns start to emerge
Rich Text Image
Template
Template

The Invitation email . . .
Button is
programmed to
go to landing
page. . .

And again, the patterns. . .
Rich Text
Image
Template
Template
Image Button is
programmed to
go to landing
page. . .

Behind the Scenes – Send an Invite:

Behind the Scenes – Triggered
Activity:

Behind the Scenes – Campaign Flow:

Example 2: 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)

Normal Registration Flow
• Normal process:
– Select target list
– Send Email
– CTA direct to landing page
– Landing page has form
– Completed form represents
registration for download or
event
• Conversion metrics at each
step
– Sent, Opened, Clicked, Registered

One Click Registration Flow
• MA Enabled process:
– Select target list
– Filter for each required field
using “Is Not Empty”
– Send Email
– Personalize the message
– CTA is “One Click Register”
– Post Click processing is a
triggered campaign based on
the click
• Conversion metrics at each
step
– Sent, Opened, Clicked, Registered

Changes to my invitation:

Asset Differences 1 – Tokens to
display recipient data
Two reasons to include the recipient’s name &
email in the email message:
• Show that I already have the info– not giving
up additional personal data
• In case the email is forwarded, link will
register the person shown here

Call to Action
Links/CTA
• My normal Post registration page
• Included 3 times in different formats

Alternative registration flow
The full registration link
• In case the recipient wants to
invite someone else
• In case the email is forwarded

Results
Photo Source: Thinkstock

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

Comparison: Webinar Registration
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

Comparison: Infographic Download
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

Marketing Automation Lessons
• Define your sales process
– “Staple yourself to a lead”
• Segment your customers, plan content accordingly
• Develop a plan to create content
– Quality AND Quantity
– Mapped to each stage of buying cycle.
• Have marketing staff capacity, training & knowledge
transfer
– Time and effort savings . . . But only AFTER the learning curve
• Look beyond email – incorporate events, social, etc.
• Start small, replace existing processes, master
capabilities and grow your program

Lessons:
• 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
• This won’t work if you don’t use some form of
Marketing Automation for click-tracking
• Good data quality is essential – we used
ReachForce data append before even thinking of
this type of program.

Booth susina 2013-0828-final pdf version

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