How McArdle Uses
Marketing Automation
to Win New Business with
Self-Promotional Campaigns
You should hear us now. If
you don’t, please send a
chat message.
Today’s session is being
recorded.
Submit	
  ques+ons/comments	
  
during	
  the	
  session	
  via	
  chat	
  
Raise	
  your	
  hand	
  during	
  Q&A	
  if	
...
Lisa	
  Arsenault	
  
President	
  
McArdle	
  Solu+ons	
  
Lisa.arsenault@mcardlesolu+ons.com	
  
	
  
	
  
	
  
Today’s ...
Today’s Objectives
During today’s session we will explore several avenues
for marketing program success:
–  The six areas ...
WHAT’S DRIVING TODAY’S MARKETING
TRANSFORMATION
2014 MARKETING BASELINE
Why should you care about Multi-channel
Marketing Automation?
In	
  
Multi-channel Marketing Solutions
Email	
  
Direct	
  
Mail	
  
Mobile	
   Voice	
   Social	
  
Led	
  by	
  
Strategy	
  ...
Orchestrate All Channels
Outbound channels
Inbound channels
Delivers better results
§  Today’s innovative service
providers focus on their customers
most critical business needs
§ ...
What about your business?
What are you doing
differently to build
your business?
Create new revenue
opportunities?
r. Sample A
Sample 23 Main
Street
nytown, US 12345-6789
M
1
A
LARGE FORMAT 30 day
DRIP MARKETING PROCESS
EMAIL1 microsite
...
Why it works!
§  Highly competitive market
§  Your customers forget about all
of your services
§  Provides the Sales Te...
Welcome Back Lisa
Lisa Arsenault
President
McArdle Solutions
lisa.arsenault@mcardlesolutions.com
LEVERAGING SELF PROMOTION FOR NEW
BUSINESS SUCCESS
SELF PROMOTION PROGRAMS
Self Promotion
§  Critical part of your
ongoing marketing
§  Let’s look at some of the
elements
Six Programs
§  Ongoing outbound programs
–  Example: Your Infinite Tool Box
§  McArdle’s Seminar Series
§  Educational...
Start the Dialogue
§  You don’t know Jack…
What’s In The Box?
§  The Infinite Tool Box
§  What were your
objectives?
Let McArdle update your
database on an ongoing basis.
You’ll see more cost-effective
engagements across all
channels, and ...
Keep your acquisition
efforts on the right
track.
McArdle analyzes and assesses
results along the way, making
adjustments ...
Seminar Series
§  Seminar Series
§  Builds capability, value
and differentiation
§  Leads to new business
Seminar Topics
§  Mastermind Marketing
§  Printing Professionals
§  Beginning – Intermediate Adobe CS4
§  Interplay of...
Educational Webinars
The Rapid Transformation of Marketing
How to Harness Today's Innovative Programs for Successful
Marke...
Webinar Content
During today’s session we will explore the
rapid transformation of marketing:
§  Trends impacting marketi...
Three Stage F/U Program
§  F/U communication with both
Registered and Attendee List
§  Thank you email with link to
reco...
Connect Magazine
§  Provide high value content to
customer/prospects
§  Remain top of mind
§  Build ongoing messaging
Lunch & Learn Seminars
§  Leads from the Seminar Series
§  Lead to onsite Lunch & Learn
Seminars
§  Content can vary
§...
Calendar Program
§  Useable marketing content
§  Front & Center when they
need something
§  Builds value and messaging
Self Promotion Summary
§  Ongoing, consistent
messaging & touches
§  Here’s how we can help
§  Very focused on delivera...
MULTI-TOUCH LEADS TO SUCCESS
LEAD NURTURING PROGRAM
ANCC
American Nurses Credentialing Center
The mission of the American Nurses
Credentialing Center (ANCC), is to
promote ex...
Program Overview
§  Program: Specialty Certification
§  Theme: Get Ready… Get Set…
Get Certified …
§  Program Objective...
Rented Email
Rented Mail
Previous Data
Email address and
specialty
Microsite
w/Survey
Thank you
The answer to survey #2
de...
Program Elements
§  Target Audience: Registered nurses
that have recently completed 30 hours
of CE in one of twelve speci...
Comprehensive Design & Launch
§  Services Provided to ANCC
–  All copywriting and design
–  Marketing program design and
...
Get Certified Postcard
Get Certified Back
«First Name»,
It’s clear: Certified nurses stand out
among their peers and are rewarded with
professiona...
Nurses Week Postcard
Reach
Higher
Celebrate National Nurses Week
with ANCC board certification!
Learn more at:
«Complete UR...
Nurses Week Back
Celebrate National Nurses Week
with ANCC board certification!
May 6-12, 2013, National Nurses Week will
ce...
Subject:Subject: John,.set.your.sights.on.success!
Date:Date: Friday,.July.12,.2013.11:03:59.AM.Eastern.Daylight.Time
From...
Personalized Micropage
Results
Results Achieved
§  Response rate: 22.54%
§  Visit Rate: 5.83%
§  Responding Nurses:
–  Increased certified nur...
HOW YOU’VE GROWN THE BUSINESS
BUSINESS GROWTH DISCUSSION
Transformation
You’re not the same
company you were five
years ago…
What’s changed?
Ongoing Evolution
What have you
learned over the
years?
Challenges
Lisa quote, “You can’t be fearful of the
value of what you are offering the
customer!
What do you view as the
bi...
Customer Needs
How have corporate
customers changed?
Disrupted Industry
Constantly changing
but most companies are
searching for new
revenue…thoughts?
Ideal Customer Profile
We’ve spent a lot of time
discussing the ICP for
your target prospects
and customers…
How has this ...
Sales Team Evolution
Good Food vs. Bad Food Over the years your
sales team has
changed.
What’s your sales
vision today?
Proposal Evolution
One and Done Programs
versus
One Year Programs.
What’s your strategy?
Unique customer deliverable
In many ways, you look / act
like an Agency not a
printer…
Is that by design?
Marketing your own company
“Build the proposal pipeline for sales” We were talking about
Dscoop and their message
of consi...
Summary
§  Today’s marketing requires more targeted, ongoing
lead nurturing and sales ready programs
–  For YOU and your ...
Thank you!
Thank	
  you!	
  
	
  
	
  
Joseph	
  E.	
  Manos	
  
Execu+ve	
  Vice	
  President	
  
jmanos@mindfireinc.com	
...
How McArdle Uses Marketing Automation to Win New Business with Self-Promotional Campaigns
How McArdle Uses Marketing Automation to Win New Business with Self-Promotional Campaigns
How McArdle Uses Marketing Automation to Win New Business with Self-Promotional Campaigns
How McArdle Uses Marketing Automation to Win New Business with Self-Promotional Campaigns
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How McArdle Uses Marketing Automation to Win New Business with Self-Promotional Campaigns

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See the slides of this free educational webinar presented by Lisa Arsenault, President of McArdle (a Bloomberg company), and Joe Manos, Executive Vice President at MindFire, and learn:

-- The six areas of self-promotion that Lisa and her team leverage for new business growth.
-- How to build a successful lead nurturing campaign: A real-world case study.
-- How Lisa is transforming her agency by providing new high-value services to their customers.

Have you been thinking about new ways you can provide more value to your existing customers and win new ones? This webinar is for you! You'll take away practical techniques that you can apply to your business right away.

To learn more about MindFire Studio marketing automation software, and create a free account at mindfirestudio.com/free-signup

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How McArdle Uses Marketing Automation to Win New Business with Self-Promotional Campaigns

  1. 1. How McArdle Uses Marketing Automation to Win New Business with Self-Promotional Campaigns
  2. 2. You should hear us now. If you don’t, please send a chat message. Today’s session is being recorded.
  3. 3. Submit  ques+ons/comments   during  the  session  via  chat   Raise  your  hand  during  Q&A  if   you  want  to  ask  a  ques+on  “on   the  air”   How to interact with us
  4. 4. Lisa  Arsenault   President   McArdle  Solu+ons   Lisa.arsenault@mcardlesolu+ons.com         Today’s presenters Joe  Manos   Execu+ve  Vice  President   MindFireInc   jmanos@mindfireinc.com    
  5. 5. Today’s Objectives During today’s session we will explore several avenues for marketing program success: –  The six areas of self-promotion that Lisa and her team leverage for new business growth –  How to build a successful lead nurturing campaign: A real-world case study –  How Lisa is growing her company by providing new, high-value services to their customers –  Q & A
  6. 6. WHAT’S DRIVING TODAY’S MARKETING TRANSFORMATION 2014 MARKETING BASELINE
  7. 7. Why should you care about Multi-channel Marketing Automation? In  
  8. 8. Multi-channel Marketing Solutions Email   Direct   Mail   Mobile   Voice   Social   Led  by   Strategy   Informed  by   Data   Fueled  by   Technology   Op+mized  for   Results  
  9. 9. Orchestrate All Channels Outbound channels Inbound channels
  10. 10. Delivers better results §  Today’s innovative service providers focus on their customers most critical business needs §  #1 NEED for all customers – new customer acquisition! §  How are you helping your customers meet this need?
  11. 11. What about your business? What are you doing differently to build your business? Create new revenue opportunities?
  12. 12. r. Sample A Sample 23 Main Street nytown, US 12345-6789 M 1 A LARGE FORMAT 30 day DRIP MARKETING PROCESS EMAIL1 microsite Week one FSI Email. Microsite Enter for a free print and redirect to seepip.com website. Brochure 25 days after entry EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry POPOUT MAILER 30 days after entry get on track with pip.. TRIFOLD Mailer 2 days after entry
  13. 13. Why it works! §  Highly competitive market §  Your customers forget about all of your services §  Provides the Sales Team with Sales Ready Opportunities §  ADDS NEW REVENUE
  14. 14. Welcome Back Lisa Lisa Arsenault President McArdle Solutions lisa.arsenault@mcardlesolutions.com
  15. 15. LEVERAGING SELF PROMOTION FOR NEW BUSINESS SUCCESS SELF PROMOTION PROGRAMS
  16. 16. Self Promotion §  Critical part of your ongoing marketing §  Let’s look at some of the elements
  17. 17. Six Programs §  Ongoing outbound programs –  Example: Your Infinite Tool Box §  McArdle’s Seminar Series §  Educational Webinars §  Connect Magazine §  Lunch & Learn Seminars §  Calendar using various substrates
  18. 18. Start the Dialogue §  You don’t know Jack…
  19. 19. What’s In The Box? §  The Infinite Tool Box §  What were your objectives?
  20. 20. Let McArdle update your database on an ongoing basis. You’ll see more cost-effective engagements across all channels, and greater ROI. Whether you’re building a new customer base or mining your long-lasting relationships, it pays to keep your database clean. Your Infinite Toolbox Retaining and growing your existing customers is a lot more cost- effective than acquiring new ones. Knowing your customers’ preferences, and sending them the right message–personalized and delivered at the right time–will keep them coming back. Get a grip on your customers, and don’t let go. 70% Bad data chipping away at your margins? The probability of selling to an existing customer is 60–70%. The probability of selling to a new prospect is 5–20% (Source: Marketing Metrics) Spending on marketing analytics is expected to increase 60% by 2015. (Source: CMO Survey) 60% John, Business relationships need ongoing maintenance. From lead generation to lead scoring to nurturing prospects, the upkeep can be brutal, and finding the resources to manage it can be a challenge. That’s why you need a marketing toolbox that’s not only complete, it’s infinite. See how McArdle can provide you with the resources you need. Visit your personalized website below: JohnSample.infinitetoolbox.com
  21. 21. Keep your acquisition efforts on the right track. McArdle analyzes and assesses results along the way, making adjustments to fine-tune your communications. Using robust analytics, our precision lead nurturing helps you segment prospects in ways that make the most of your resources, helping you achieve your bottom-line revenue goals. 80% Event-triggered marketing can potentially save 80% of your direct mail budget. (Source: Gartner Research) You don’t have to own all the tools to succeed. Let McArdle work with your team to fill your resource gaps. From design to analytics to implementation, we have the people and processes to deliver results. Nailing revenue goals? Measure twice, grow continuously. 79% of marketing leads never convert into sales, due primarily to lack of lead nurturing. (Source: MarketingSherpa) John, It’s time to budget for the next quarter and the next fiscal year. Let us show you how our execution measures up to your strategic thinking, helping you make an ROI that keeps your revenue growing. One of our experts will be calling you within the week. In the meantime, visit your personalized site below for more on how our infinite toolbox can help you reach your goals. Contact: Rock Zang 301.390.8523 JohnSample.infinitetoolbox.com Rock.Zang@McArdleSolutions.com
  22. 22. Seminar Series §  Seminar Series §  Builds capability, value and differentiation §  Leads to new business
  23. 23. Seminar Topics §  Mastermind Marketing §  Printing Professionals §  Beginning – Intermediate Adobe CS4 §  Interplay of Paper and Ink §  Digital Technology §  Mailing Made Simple §  Social Media
  24. 24. Educational Webinars The Rapid Transformation of Marketing How to Harness Today's Innovative Programs for Successful Marketing Outcomes Mcardle Solutions Educational Webinar Joseph Manos Executive Vice President November 20th, 2013 Why they work? §  Educate customers §  Build confidence in your capabilities §  Demonstrate expertise §  Improved ROMI of better designed programs
  25. 25. Webinar Content During today’s session we will explore the rapid transformation of marketing: §  Trends impacting marketing results §  Sales-ready leads – why they are a“game- changer” §  Marketing automation programs/lead nurturing/lead scoring §  Successful program case studies §  Q & A
  26. 26. Three Stage F/U Program §  F/U communication with both Registered and Attendee List §  Thank you email with link to recorded session and Pdf of presentation §  Sales F/U with everyone
  27. 27. Connect Magazine §  Provide high value content to customer/prospects §  Remain top of mind §  Build ongoing messaging
  28. 28. Lunch & Learn Seminars §  Leads from the Seminar Series §  Lead to onsite Lunch & Learn Seminars §  Content can vary §  Generates new business
  29. 29. Calendar Program §  Useable marketing content §  Front & Center when they need something §  Builds value and messaging
  30. 30. Self Promotion Summary §  Ongoing, consistent messaging & touches §  Here’s how we can help §  Very focused on deliverables
  31. 31. MULTI-TOUCH LEADS TO SUCCESS LEAD NURTURING PROGRAM
  32. 32. ANCC American Nurses Credentialing Center The mission of the American Nurses Credentialing Center (ANCC), is to promote excellence in nursing and health care globally through credentialing programs ANCC's internationally renowned credentialing programs certify and recognize individual nurses in specialty practice areas
  33. 33. Program Overview §  Program: Specialty Certification §  Theme: Get Ready… Get Set… Get Certified … §  Program Objective: Drive awareness towards certification to include benefits and resources available based on specialty need
  34. 34. Rented Email Rented Mail Previous Data Email address and specialty Microsite w/Survey Thank you The answer to survey #2 determines where the prospect enters the drip track. 1B YesNo 1A YesNo 2a 2B YesNo 3a 3B YesNo 4a 4B YesNo 5a 5B 6 7 8 9 10 YesNo YesNo 11a 1211B 1 2 3 4 5 Non Responder Any email that does not fill out the survey. 30 days 30 days 30 days 30 days After 3 attemps, email stops and we bucket these for a future communication. We will need to know where they stopped. 10 5 days 5 days 5 days 4 weeks 4 weeks 4 weeks 4 weeks 4 weeks 4 weeks 6 weeks All "B" emails are stay in campaign emails - they will be deployed every 3 weeks, for 3 times Eligibility TCO Sample Qs Study Plan Start Studying 25-50-75-100 50-75-100 75-100 Done? Applied? Scheduled Congrats!
  35. 35. Program Elements §  Target Audience: Registered nurses that have recently completed 30 hours of CE in one of twelve specialties §  Campaign Architecture: –  Duration: 12 months –  Number of records: 25,000+ –  Touches: Alternating e-mail and direct mail outreach with targeted e-mail nurturing for both responders and non- responders
  36. 36. Comprehensive Design & Launch §  Services Provided to ANCC –  All copywriting and design –  Marketing program design and implementation –  Personalized Micro site development •  All triggered activity associated with visit –  E-mail and print development –  Monthly results tracking and reporting
  37. 37. Get Certified Postcard
  38. 38. Get Certified Back «First Name», It’s clear: Certified nurses stand out among their peers and are rewarded with professional confidence, a renewed sense of accomplishment, and greater career opportunities. Of course, achieving each life-changing goal starts with a first step. So visit the link below to learn more and kick off the journey that will take you to the heights of your profession. ANCC is with you all the way! Learn more at: «Complete URL» Why Certify? Respect, Recognition, and Reward Grow personally and build confidence ANCC certification can help validate the strength of your nursing abilities. Gain a renewed sense of accomplishment ANCC certification provides a sense of satisfaction that you are at the top of your profession. Be accountable for your own development Becoming certified shows that you are proactive in your career development. Constantly improve yourself Becoming certified demonstrates initiative and a willingness to learn and take on new challenges. Be perceived as an expert in your field ANCC certification conveys that you are an expert in your specialty, someone who is strongly committed to your profession and to patient outcomes. American Nurses Credentialing Center 8515 Georgia Ave. Suite 400 Silver Spring, MD 20910-3492
  39. 39. Nurses Week Postcard Reach Higher Celebrate National Nurses Week with ANCC board certification! Learn more at: «Complete URL»
  40. 40. Nurses Week Back Celebrate National Nurses Week with ANCC board certification! May 6-12, 2013, National Nurses Week will celebrate and honor the contributions, dedication, and passion of registered nurses. RNs play a critical role in providing quality patient care and helping to improve patient safety and outcomes. What’s the most meaningful way to celebrate and honor your own professional contributions? Take up the challenge of obtaining a specialty certification through ANCC. You’ll gain respect from employers and peers for your commitment to quality and professional growth—and you’ll be rewarded with greater opportunities for career advancement, higher pay, and leadership. So celebrate National Nurses Week with purpose by starting the process to pursue ANCC certification today. You’ll be glad you did—and so will your patients. Learn more at: American Nurses Credentialing Center 8515 Georgia Ave. Suite 400 Silver Spring, MD 20910-3492 ANCC board-certified nurses enjoy greater: from colleagues, because they have willingly demonstrated and validated their knowledge and skills in their chosen specialty. in the form of higher salaries, more chances for promotion, and more invitations to take up leadership roles. in the development and evolution of professional standards and patient care best practices. in their jobs, because their efforts, achievements, and viewpoints are recognized and rewarded. «Complete URL»
  41. 41. Subject:Subject: John,.set.your.sights.on.success! Date:Date: Friday,.July.12,.2013.11:03:59.AM.Eastern.Daylight.Time From:From: ANCC.Certification To:To: Cratty,.Ken John, Making the decision to pursue and obtain your ANCC specialty certification can change your career—and your life. Not only will your employer and peers hold you in high esteem, but certification will also enable you to Validate your nursing abilities and build your confidence, Qualify you for promotions and new opportunities, Demonstrate your commitment to professional and personal growth, and Make a difference—in your profession and in your patients’ care. As you prepare to take your exam and join the elite ranks of nursing today, remember that ANCC is here to support you at every step on your journey. JohnSample.getancccertified.com ANCC 8515 Georgia Avenue, Suite 400 Silver Spring, MD 20910-3492 To Contact Us by Phone: 1.800.284.2378 To Unsubscribe, Click Here
  42. 42. Personalized Micropage
  43. 43. Results Results Achieved §  Response rate: 22.54% §  Visit Rate: 5.83% §  Responding Nurses: –  Increased certified nursing program sign-ups –  This was the overall program objective –  2089 or 7.59% –  They were thrilled with the results!
  44. 44. HOW YOU’VE GROWN THE BUSINESS BUSINESS GROWTH DISCUSSION
  45. 45. Transformation You’re not the same company you were five years ago… What’s changed?
  46. 46. Ongoing Evolution What have you learned over the years?
  47. 47. Challenges Lisa quote, “You can’t be fearful of the value of what you are offering the customer! What do you view as the biggest challenge you face today?
  48. 48. Customer Needs How have corporate customers changed?
  49. 49. Disrupted Industry Constantly changing but most companies are searching for new revenue…thoughts?
  50. 50. Ideal Customer Profile We’ve spent a lot of time discussing the ICP for your target prospects and customers… How has this helped you? Three Key ICP’s –  Outside sales team –  $$$ of product or service –  CRM or good data base
  51. 51. Sales Team Evolution Good Food vs. Bad Food Over the years your sales team has changed. What’s your sales vision today?
  52. 52. Proposal Evolution One and Done Programs versus One Year Programs. What’s your strategy?
  53. 53. Unique customer deliverable In many ways, you look / act like an Agency not a printer… Is that by design?
  54. 54. Marketing your own company “Build the proposal pipeline for sales” We were talking about Dscoop and their message of consistently marketing your business… You commented…but most never find the time!
  55. 55. Summary §  Today’s marketing requires more targeted, ongoing lead nurturing and sales ready programs –  For YOU and your customer §  Your customers have programs but they don’t know you can help them – they forget about you §  Grow your revenue by leveraging Marketing Automation for you and your customers
  56. 56. Thank you! Thank  you!       Joseph  E.  Manos   Execu+ve  Vice  President   jmanos@mindfireinc.com   916-­‐284-­‐8112  mobile    

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