How Marketing Automation isChanging The Printing Industry              Saturday, February 23                     2:15 to 3...
Today’s presenters Joe Manos                  Ted Raymond Executive Vice President   Principal MindFireInc                ...
AgendaI.  What marketing automation is and why it is    important to you?II.  How to leverage marketing automation as a   ...
WHAT IS MARKETING AUTOMATION,AND WHY IT IS IMPORTANT?
Trends driving MarketingAutomation                •  First let’s examine                   why Marketing                  ...
CMOs Declare 2013 the Year of Digital•  A new CMO Council Study reports the   following:  –  60% of CMOs think their digit...
Additional FindingsIts a directive from the topThe CEO is saying to the CMO,“Listen, customer preference iscontrolling the...
Marketers are looking for help!•  According to a study by The Horn   Group and Kelton Research:   –  80% of chief marketin...
Need A Game ChangerWhen I reflect on the state ofmarketing automation, three stats painta very ominous picture:•  70% of t...
What does this mean forMarketing Teams?•  Typically “Resource Challenged” in this area•  Ready to Leverage Multi-channel d...
Tap into growing markets•  Forrester predicts spend on   interactive marketing (email, mobile   and social media) will gro...
Marketing Automation can help youGrow Your Business      Generate quality leadsand close more deals–faster   with marketin...
Drip marketing•  Key concepts:            New lead   Engaged   Customer   –  Lead generation   –  Lead nurturing   –  Lead...
Score	  =	  0	              New lead: a name                                                      (Subscribed to your news...
HOW TO LEVERAGE MARKETINGAUTOMATION AS A SERVICE, AND AS ATOOL TO GROW YOUR BUSINESS
How can Marketing Automation helpyou sell more?Two key ways:1.  A new highly in-demand service you    can offer to your cu...
Offering Marketing Automation  as a New Service   We will review several real-life              examples   Created by Ted ...
The Path to MSP•  The twenty mile   march  –  Amundsen vs.     Scott  –  Printer vs. MSP•  Our early approach  –  Marketin...
Organizational changes•  Invest in human   capitol•  New roles were   needed   –    Design   –    Web development   –    C...
Building the organization•  Evolve your business model   –  In house vs. outsource…. or both•  Think about scheduling   – ...
Selling marketingautomation•  Identify new stake   holders•  Understand key   business issues•  Have a conversation   abou...
Stakeholders•  When selling marketing automation you need   to bring all the stakeholders to the table  –  Sales  –  Marke...
Asking the right questions•  Because marketing automation impacts so   many areas of the sales process you must ask   the ...
Pitching the program•  Bring the   stakeholders   together•  Create a formal   presentation•  Use visuals•  Highlight the ...
Pricing marketingautomation•  Don’t think about a   cost plus model•  Understand the   financial impact a   program has on...
Who to target•  Companies with an   outside sales force•  Companies that   have some type of   database or CRM•  Companies...
Basic Lead Nurturing•  Client – World At Work  –  Global trade association of HR     professionals•  Program – Drive addit...
Basic lead nurturing•  Start with a simple   campaign•  Drive to micro-site•  Trigger leads based   on response•  Consider...
Intermediate Lead Nurturing•  Client – Republic West   –  Home Improvement company with division in window & door      rep...
Intermediate Drip•  Segmented by area   of interest.•  Twelve touches over   three months•  Behavioral based   “Lead score”
Advanced MarketingAutomation•  Client – American Solar   –  Residential solar installer based in AZ with 10 years experien...
Tactics and outcomes•  We conducted an in-depth needs   analysis of both sales and marketing•  Primary tactics of the prog...
Advanced MarketingAutomation•  Multiple inbound   channels               Paid search                          is an  –  Ev...
Everything in CRM•  In any automation   system a data   warehouse is   essential•  This impacts   multiple stake   holders...
SalesForce.comintegration•  Workflow starts   with the sales   team•  “Second Bid”   drive first logic   point•  Lead stat...
Build workflow based onoutcomes•  Identify key decision   points for the buyer•  Understand the   buying cycle•  Get into ...
Lead scoring•  Develop a lead   scoring model         51   –  Look at      measurable      behaviors   –  Make assumptions...
Develop assets•  Write compelling   copy•  Create visual   assets•  Develop offers  –  White papers  –  Buyers guides  –  ...
Prelaunch•  Program business   logic•  Create HTML   version of the   emails•  Host downloadable   assets•  Review scoring...
Testing•  Create multiple   personas•  Test, Test, Test   –  Browser rendering   –  Triggers   –  Scoring   –  Reporting
How does it work•  Inbound leads come   from multiple   sources but all drive   to CRM   –  API integration for all      l...
Drip emails•  Each workflow has   seven touches•  Each touch has   multiple scored   behaviors•  When 50 point   threshold...
How to get started•  Just do it – If you wait until you’re   comfortable you’ll never start•  Start with a simple campaign...
Q&A
Thank you!Joe Manos                  Ted RaymondExecutive Vice President   PrincipalMindFireInc                Allegra Mar...
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Dscoop8 Presentation: How Marketing Automation is Changing the Printing Industry

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Marketing has evolved and it directly impacts your print business. Learn from your peers as they share their real-life examples on how they have used marketing automation technology to offer a new, highly in-demand service to their customers. See how marketing automation empowers your marketing team to generate quality leads, and helps your sales people close more deals—faster.

You’ll learn how to:
· Leverage marketing automation as a new service, and as a tool to grow your business
· Build multi-channel campaigns leveraging print, email, mobile and social media
· Create drip marketing campaigns with lead nurturing and lead scoring

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Dscoop8 Presentation: How Marketing Automation is Changing the Printing Industry

  1. How Marketing Automation isChanging The Printing Industry Saturday, February 23 2:15 to 3:15pm
  2. Today’s presenters Joe Manos Ted Raymond Executive Vice President Principal MindFireInc Allegra Marketing & Print jmanos@mindfireinc.com ted@allegraaz.com @jemanos @AllegraAZ
  3. AgendaI.  What marketing automation is and why it is important to you?II.  How to leverage marketing automation as a service, and as a tool to grow your businessIII.  Real-life examples of drip marketing campaign with multiple lead nurturing sequencesQ&A
  4. WHAT IS MARKETING AUTOMATION,AND WHY IT IS IMPORTANT?
  5. Trends driving MarketingAutomation •  First let’s examine why Marketing Automation has become the #1 focus area •  There are clear trends driving corporate marketers to seek partners to help them manage this new area of opportunity
  6. CMOs Declare 2013 the Year of Digital•  A new CMO Council Study reports the following: –  60% of CMOs think their digital strategies lack innovation –  Fewer than one in five CMOs think their organizations are any good at digital marketing –  They are charging into Big Data •  Data and web analytics are going to be big hiring priorities for marketing departments, says Liz Miller, VP of the CMO Council, which counts more than 6,000 members worldwide
  7. Additional FindingsIts a directive from the topThe CEO is saying to the CMO,“Listen, customer preference iscontrolling the switch, so come to mewith accurate measurement, give mevisibility into the marketing spend”60% say they will be making agencychanges this year to address a lackof innovation and dearth of value-added thinking from their outsidepartners
  8. Marketers are looking for help!•  According to a study by The Horn Group and Kelton Research: –  80% of chief marketing officers feel marketing automation will increase in importance over the next five years.•  In the same study: –  60% of CMOs indicated that they are unable to find a partner to meet those needs.•  As such, unparalleled opportunities exist for service providers that produce measurable results through a blend of traditional and digital services
  9. Need A Game ChangerWhen I reflect on the state ofmarketing automation, three stats painta very ominous picture:•  70% of the buy cycle is complete before sales engages with buyers•  Only 50% of a typical sales team achieves quota•  Only 10%-15% of new leads are considered sales ready
  10. What does this mean forMarketing Teams?•  Typically “Resource Challenged” in this area•  Ready to Leverage Multi-channel digital online campaigns•  Ready to benefit from enhanced Contact Centric tracking and measurement•  Leveraging mobile marketing as a critical strategy•  Working with innovative partners•  Looking for help and expertise for Marketing Automation success
  11. Tap into growing markets•  Forrester predicts spend on interactive marketing (email, mobile and social media) will grow from $4.7b in 2011 to $15.7b in 2016•  International Data Corporation predicts Marketing Automation will grow from $3.2b in 2010 to $4.8b in 2015
  12. Marketing Automation can help youGrow Your Business Generate quality leadsand close more deals–faster with marketing automation
  13. Drip marketing•  Key concepts: New lead Engaged Customer –  Lead generation –  Lead nurturing –  Lead scoring•  Sending scheduled outbound messages to move the leads forward in the sales funnel, incrementing the lead score…
  14. Score  =  0   New lead: a name (Subscribed to your newsletter) +7 days Responded to your Score  =  10   +10   direct mail +3 days Visited your site Score  =  15   +5   (pricing page +10)Sales check-in call +10 days Clicked your email Score  =  22   +7   (downloaded a Case study) +5 days Attended your Score  =  37   +15   Webinar/demoAutomated notificationto sales team …
  15. HOW TO LEVERAGE MARKETINGAUTOMATION AS A SERVICE, AND AS ATOOL TO GROW YOUR BUSINESS
  16. How can Marketing Automation helpyou sell more?Two key ways:1.  A new highly in-demand service you can offer to your customers2.  A new tool you can use for your own marketing (self-promotion) to grow your business
  17. Offering Marketing Automation as a New Service We will review several real-life examples Created by Ted and his team at Allegra Marketing & Print
  18. The Path to MSP•  The twenty mile march –  Amundsen vs. Scott –  Printer vs. MSP•  Our early approach –  Marketing Plans –  Marketing Strategy•  What we learned Roald Amundsen –  New business –  Existing accounts
  19. Organizational changes•  Invest in human capitol•  New roles were needed –  Design –  Web development –  Copywriters –  Art directors –  Strategist –  Data managers –  IT –  SEO / SEM
  20. Building the organization•  Evolve your business model –  In house vs. outsource…. or both•  Think about scheduling –  Project management is different with marketing projects•  Create time for non billable activities –  Training –  Brainstorming –  Culture building
  21. Selling marketingautomation•  Identify new stake holders•  Understand key business issues•  Have a conversation about business not printing or marketing•  Solve a problem don’t sell a product
  22. Stakeholders•  When selling marketing automation you need to bring all the stakeholders to the table –  Sales –  Marketing –  IT –  Database Managers –  Finance•  Engage executives, middle managers and users in the discovery process
  23. Asking the right questions•  Because marketing automation impacts so many areas of the sales process you must ask the right questions –  Understand sales process –  Get clear on the marketing approach –  Create internal service level guarantee –  Find out KPI’s. •  cost per lead •  cost per conversion •  Average time to close
  24. Pitching the program•  Bring the stakeholders together•  Create a formal presentation•  Use visuals•  Highlight the business result not just the process•  Provide a formal proposal not a quote
  25. Pricing marketingautomation•  Don’t think about a cost plus model•  Understand the financial impact a program has on your client•  Sell programs on a contractual basis
  26. Who to target•  Companies with an outside sales force•  Companies that have some type of database or CRM•  Companies that have a higher ticket product and / or long sales cycle
  27. Basic Lead Nurturing•  Client – World At Work –  Global trade association of HR professionals•  Program – Drive additional awareness of W@W program areas and further increase segmentation.•  Channels – –  Direct Mail –  Email –  Micro-sites
  28. Basic lead nurturing•  Start with a simple campaign•  Drive to micro-site•  Trigger leads based on response•  Consider multiple touches
  29. Intermediate Lead Nurturing•  Client – Republic West –  Home Improvement company with division in window & door replacement, kitchen remodel, bathroom remodel, room additions.•  Program Objectives –  Reduce time to close –  Reduce cost per conversion –  Improve productivity per rep•  Channels –  Online Search –  Direct Mail –  Email –  Micro-sites
  30. Intermediate Drip•  Segmented by area of interest.•  Twelve touches over three months•  Behavioral based “Lead score”
  31. Advanced MarketingAutomation•  Client – American Solar –  Residential solar installer based in AZ with 10 years experience•  Program Objectives –  Grow top line revenue by 30% –  Reduce cost per conversion –  Improve productivity per rep•  Channels –  Paid Search –  Referrals –  Event registration –  Direct Mail
  32. Tactics and outcomes•  We conducted an in-depth needs analysis of both sales and marketing•  Primary tactics of the program. –  Provide a differentiation when American Solar was the alternative bid. –  Provide a solar education for leads that are not sales ready –  Provide “drip” for leads that are currently “No Go” but may purchase in the future
  33. Advanced MarketingAutomation•  Multiple inbound channels Paid search is an –  Event registration increasingly important –  Paid Search part of the strategy –  Direct mail –  Referrals
  34. Everything in CRM•  In any automation system a data warehouse is essential•  This impacts multiple stake holders –  Sales –  Marketing –  IT –  DB Manager
  35. SalesForce.comintegration•  Workflow starts with the sales team•  “Second Bid” drive first logic point•  Lead status drives all other drip campaigns Second Lead Bid Status
  36. Build workflow based onoutcomes•  Identify key decision points for the buyer•  Understand the buying cycle•  Get into the clients head•  Build a workflow that provides value through education or offers
  37. Lead scoring•  Develop a lead scoring model 51 –  Look at measurable behaviors –  Make assumptions on behaviors. Test, Test, Test•  Provide value for specific recipient behaviors
  38. Develop assets•  Write compelling copy•  Create visual assets•  Develop offers –  White papers –  Buyers guides –  Tip sheets –  3rd party reviews
  39. Prelaunch•  Program business logic•  Create HTML version of the emails•  Host downloadable assets•  Review scoring models
  40. Testing•  Create multiple personas•  Test, Test, Test –  Browser rendering –  Triggers –  Scoring –  Reporting
  41. How does it work•  Inbound leads come from multiple sources but all drive to CRM –  API integration for all leads captured electronically. –  Referrals entered by sales rep into SalesForce.om
  42. Drip emails•  Each workflow has seven touches•  Each touch has multiple scored behaviors•  When 50 point threshold is hit report sent to sales rep•  All behaviors can be measured
  43. How to get started•  Just do it – If you wait until you’re comfortable you’ll never start•  Start with a simple campaign and learn•  Build one for yourself•  Work with a client who is collaborative
  44. Q&A
  45. Thank you!Joe Manos Ted RaymondExecutive Vice President PrincipalMindFireInc Allegra Marketing & Printjmanos@mindfireinc.com ted@allegraaz.com@jemanos @AllegraAZ

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