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How Marketing Automation is
Changing The Printing Industry
              Saturday, February 23
                     2:15 to 3:15pm
Today’s presenters




 Joe Manos                  Ted Raymond
 Executive Vice President   Principal
 MindFireInc                Allegra Marketing & Print
 jmanos@mindfireinc.com     ted@allegraaz.com
 @jemanos                   @AllegraAZ
Agenda

I.  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 business

III.  Real-life examples of drip marketing campaign
      with multiple lead nurturing sequences

Q&A
WHAT IS MARKETING AUTOMATION,
AND WHY IT IS IMPORTANT?
Trends driving Marketing
Automation
                •  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
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
Additional Findings
It's a directive from the top

The CEO is saying to the CMO,
“Listen, customer preference is
controlling the switch, so come to me
with accurate measurement, give me
visibility into the marketing spend”

60% say they will be making agency
changes this year to address a lack
of innovation and dearth of value-
added thinking from their outside
partners
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
Need A Game Changer
When I reflect on the state of
marketing automation, three stats paint
a 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
What does this mean for
Marketing 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
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
Marketing Automation can help you
Grow Your Business



      Generate quality leads
and close more deals–faster
   with marketing automation
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…
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/demo

Automated notification
to sales team                                …
HOW TO LEVERAGE MARKETING
AUTOMATION AS A SERVICE, AND AS A
TOOL TO GROW YOUR BUSINESS
How can Marketing Automation help
you sell more?

Two key ways:

1.  A new highly in-demand service you
    can offer to your customers

2.  A new tool you can use for your own
    marketing (self-promotion) to grow
    your business
Offering Marketing Automation
  as a New Service


   We will review several real-life
              examples
   Created by Ted and his team at
      Allegra Marketing & Print
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
Organizational changes
•  Invest in human
   capitol
•  New roles were
   needed
   –    Design
   –    Web development
   –    Copywriters
   –    Art directors
   –    Strategist
   –    Data managers
   –    IT
   –    SEO / SEM
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
Selling marketing
automation
•  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
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
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
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
Pricing marketing
automation
•  Don’t think about a
   cost plus model
•  Understand the
   financial impact a
   program has on
   your client
•  Sell programs on a
   contractual basis
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
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
Basic lead nurturing

•  Start with a simple
   campaign

•  Drive to micro-site
•  Trigger leads based
   on response

•  Consider multiple
   touches
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
Intermediate Drip

•  Segmented by area
   of interest.

•  Twelve touches over
   three months

•  Behavioral based
   “Lead score”
Advanced Marketing
Automation
•  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
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
Advanced Marketing
Automation
•  Multiple inbound
   channels               Paid search
                          is an
  –  Event registration   increasingly
                          important
  –  Paid Search          part of the
                          strategy
  –  Direct mail
  –  Referrals
Everything in CRM
•  In any automation
   system a data
   warehouse is
   essential

•  This impacts
   multiple stake
   holders
   –    Sales
   –    Marketing
   –    IT
   –    DB Manager
SalesForce.com
integration
•  Workflow starts
   with the sales
   team
•  “Second Bid”
   drive first logic
   point
•  Lead status
   drives all other
   drip campaigns
                       Second     Lead
                         Bid	

   Status
Build workflow based on
outcomes
•  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
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
Develop assets
•  Write compelling
   copy
•  Create visual
   assets
•  Develop offers
  –  White papers
  –  Buyers guides
  –  Tip sheets
  –  3rd party reviews
Prelaunch
•  Program business
   logic

•  Create HTML
   version of the
   emails

•  Host downloadable
   assets

•  Review scoring
   models
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
      leads captured
      electronically.

   –  Referrals entered by
      sales rep into
      SalesForce.om
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
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
Q&A
Thank you!



Joe Manos                  Ted Raymond
Executive Vice President   Principal
MindFireInc                Allegra Marketing & Print
jmanos@mindfireinc.com     ted@allegraaz.com
@jemanos                   @AllegraAZ

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Dscoop8 Presentation: How Marketing Automation is Changing the Printing Industry

  • 1. How Marketing Automation is Changing 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. Agenda I.  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 business III.  Real-life examples of drip marketing campaign with multiple lead nurturing sequences Q&A
  • 4. WHAT IS MARKETING AUTOMATION, AND WHY IT IS IMPORTANT?
  • 5. Trends driving Marketing Automation •  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 Findings It's a directive from the top The CEO is saying to the CMO, “Listen, customer preference is controlling the switch, so come to me with accurate measurement, give me visibility into the marketing spend” 60% say they will be making agency changes this year to address a lack of innovation and dearth of value- added thinking from their outside partners
  • 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 Changer When I reflect on the state of marketing automation, three stats paint a 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 for Marketing 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 you Grow Your Business Generate quality leads and 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/demo Automated notification to sales team …
  • 15. HOW TO LEVERAGE MARKETING AUTOMATION AS A SERVICE, AND AS A TOOL TO GROW YOUR BUSINESS
  • 16. How can Marketing Automation help you sell more? Two key ways: 1.  A new highly in-demand service you can offer to your customers 2.  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 marketing automation •  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 marketing automation •  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 Marketing Automation •  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 Marketing Automation •  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.com integration •  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 on outcomes •  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 Raymond Executive Vice President Principal MindFireInc Allegra Marketing & Print jmanos@mindfireinc.com ted@allegraaz.com @jemanos @AllegraAZ