Integrating Print into Your
Customers’ Campaigns with
Marketing Automation
Presented by MindFire and HP
3/06/2014
Your Presenters
Lisa Arsenault
President
McArdle
Joe Manos
Executive Vice President
MindFireInc
Gershon Alon
Manager, Work...
Today’s Roadmap
§  Find customers that benefit from marketing automation,
and sell them more profitable services.
§  Inc...
Why should you care about Multi-channel
Marketing Automation?
In
It’s top of mind with your customers
•  80% of marketers
plan on
implementing
Marketing
Automation
Solutions
•  60% of the...
Marketing automation – What?
•  Efficiency:
–  Streamline sales and marketing processes
–  Automate repetitive tasks
•  Ef...
Marketing automation – Why?
Technology is finally doing to
marketing what it did to financial
markets two decades ago: dri...
Marketing results SCREAM for
help…
When I reflect on the state of
marketing automation, three stats
paint a very ominous p...
Marketers that use
automation are
more effective than
their peers…
2013 Lenskold Group / Pedowitz Group Lead
Generation Ma...
Study Conclusions
•  4 in 5 Top-Tier Marketers have marketing automation
integrated with sales or CRM systems (13%)
•  Wit...
Source: IDC
Mobile is eating the
world
The consumer is
in control
?!
$1.2 billionForecasted Spend on Marketing Automation Technology in 2014
Source: David Raab, Principal at Raab Associates I...
Still very early…
CRM forecast from Gartner Forecast: Enterprise Software Markets, Worldwide, 2012-2017, 2Q13 Update
Print is IGNORED
Your mission, should you
chose to accept it ….
Applications
§  Contact forms on any website or
landing page can trigger a
personalized print piece
§  Drip-and-nurture ...
Orchestrate All Channels
Outbound channels
Inbound channels
Gershon Alon
Manager, Workflow
Solutions
HP Indigo
§  Sophisticated rules-based variable data
§  Dynamic image and text manipulations
§  Integration w/3rd-party content (...
Starting with a blank
canvas ...
Create a simple
marketing workflow
Add the HP SmartStream
element
Use SmartStream
Designer to create the
print piece
Upload, then select
the print template
Specify how you want
to receive the print-
ready PDFs
Map the print
template’s fields to
your Studio fields
Set your “Wait” period
Let’s have this
created right away
Your Indigo	

When someone tickles this trigger,
a print-ready PDF is created in the
cloud, and placed in your hot-folder
Case StudyPIP Printing and Marketing Services
Using the Integrated HP - MindFire Workflow
r. Sample A
Sample 23 Main
Street
nytown, US 12345-6789
M
1
A
LARGE FORMAT 30 day
DRIP MARKETING PROCESS
EMAIL1 microsite
...
QUICK SNAPSHOT OF OUR CAMPAIGN IN MINDFIRE STUDIO.
r. Sample A
Sample 23 Main
Street
nytown, US 12345-6789
M
1
A
EMAIL1 microsite
Week one FSI Email.
Microsite
Enter for a f...
EMAIL 1
First piece to go out
in the drip process.
Email is sent out
immediately after the
prospect/client is entered
into...
TRI-FOLD BROCHURE
Delivered two days after entry was made.
John,
EMAIL 2
Email is sent out 10
days after entry
was made.
3 DIMENSIONAL TUBE MAILER
Delivered 19 days after entry is made.
BROCHURE
Delivered 25 days after entry is made.
POP OUT MAILER
Sent out 30 days after entry was made.
MICROSITE INTRO PAGE
All marketing pieces push people to this site. This is
how the customer receives their free print.
MICROSITE THANK YOU PAGE
Variable information populates the thank you page with rep and customer information.
Also a trigg...
•  All marketing pieces in the campaign push clients/ prospects to a micro-
site for a free 24x36 print
•  Both 3 dimensio...
•  62% of those entered into the campaign returned calls, set up
appointments or used our large format services
•  One loc...
•  Printed pieces that can evolve based on how an end user goes through
a campaign
•  Personalized printed pieces that are...
ADVANCED MARKETING
AUTOMATION CASE STUDY
MODERN MARKETING
Welcome Lisa…
Lisa Arsenault
President
McArdle
lisa.arsenault@mcardlesolutions.com
Association Nuturing Program
Objective
A Professional Health Care
Association wants to identify
and educate potential
memb...
Program Overview
•  Program:
Specialty Certification
•  Theme:
Get Ready…
Get Set…
Get Certified …
•  Program Objective:
D...
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 members that
have recently completed
30 hours of CE in one of
twelve speci...
Comprehensive Design & Launch
•  Services Provided
–  All copywriting and design
–  Marketing program design
and implement...
Get Certified Postcard
•  Very tight messaging on why
•  Great offer
•  Clear call to action
•  Ongoing touches to continu...
Email
•  Very targeted, personal messaging
•  Lead nurturing, ongoing dialogue
•  Information gathered with each touch
•  ...
Personalized Microsite Page
•  Clear offers
•  Tell us more…
•  Gather marketing intelligence
•  Links to more information
Results Achieved
•  Response rate: 22.54%
•  Visit Rate: 5.83%
•  Responding Members:
–  2089 or 7.59% became
certified
– ...
Lessons Learned
•  From a new program
point of view
•  What have you learned
from the program
experience?
•  What has chan...
Summary
•  PSP’s need to extend these services to “all”
customers
•  Today’s marketing requires more targeted,
ongoing lea...
W2P Storefront
Print ProductionMultiple Channels
Campaign Workflow
and Reporting Dashboard
CRM
White Label Program
Fill out the hand outs and bring them now to
enter to win!
Meet with the MindFire team at Booth #501
Dscoop9 Opportunities
See us at Booth # 501
You could win $1,000
Visit: http://mydscoop.com
Dscoop Offer for the HP-MindFi...
Thank you!
Thank you!
We Want Your Feedback!
Scan the QR code to download the free
mobile app and submit your feedback.
Just select the session ...
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
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HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software

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Gershon Alon, Workflow Solutions Manager at HP Indigo and Joe Manos, MindFire's Executive Vice President, hosted an education session called, "How to Use Marketing Automation to Seamlessly Integrate Print into Digital Marketing Campaigns."

They presented information on how you can use marketing automation technology to generate high-profit recurring print revenue by making direct mail an integral part of your customers’ marketing campaign workflow.

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HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software

  1. 1. Integrating Print into Your Customers’ Campaigns with Marketing Automation Presented by MindFire and HP 3/06/2014
  2. 2. Your Presenters Lisa Arsenault President McArdle Joe Manos Executive Vice President MindFireInc Gershon Alon Manager, Workflow Solutions HP Indigo
  3. 3. Today’s Roadmap §  Find customers that benefit from marketing automation, and sell them more profitable services. §  Increase your print revenue leveraging direct mail in conjunction with email, text, voice, social and web channels. §  View how the HP – MindFire solution, will enhance your productivity and simplify the MA + Print workflow in all areas §  Create NEW, predictable recurring revenue by offering “ongoing” lead generation and lead nurturing campaigns.
  4. 4. Why should you care about Multi-channel Marketing Automation? In
  5. 5. It’s top of mind with your customers •  80% of marketers plan on implementing Marketing Automation Solutions •  60% of these marketers are looking for a partner to help them
  6. 6. Marketing automation – What? •  Efficiency: –  Streamline sales and marketing processes –  Automate repetitive tasks •  Effectiveness: –  Seamlessly integrate multiple channels –  Trigger real-time follow ups –  Gain actionable insights Generate quality leads and close more deals–faster with marketing automation
  7. 7. Marketing automation – Why? Technology is finally doing to marketing what it did to financial markets two decades ago: driving it toward automation and real-time analysis The future of marketing is going to be “much less art and much more science.” -- David Meerman Scott Marketing strategist and author of The New Rules of Marketing & PR
  8. 8. Marketing results SCREAM for help… 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
  9. 9. Marketers that use automation are more effective than their peers… 2013 Lenskold Group / Pedowitz Group Lead Generation Marketing Effectiveness Study Marketing Automation Bolsters Content Marketing Effectiveness mation  Bolsters  Content veness ective than ng content the 2013 eration , the report, generation esents ead ractice that essful than d lead e ultimate bie Qaqish, tz Group. much better job repurposing content, capturing data regarding the content, cific job titles, and intelligent targeting, according to Qaqish. These iness process for content marketing than do their peers.
  10. 10. Study Conclusions •  4 in 5 Top-Tier Marketers have marketing automation integrated with sales or CRM systems (13%) •  With another 10% using MA not integrated (with sales or CRM) •  They are much more likely to use lead scoring –  Focused on finding and developing best prospects (to sales ready) –  To drive increased sales and revenue •  This group also measure key financial outcomes •  They also do a much better job of repurposing content for different parts of the buyers journey
  11. 11. Source: IDC
  12. 12. Mobile is eating the world
  13. 13. The consumer is in control
  14. 14. ?!
  15. 15. $1.2 billionForecasted Spend on Marketing Automation Technology in 2014 Source: David Raab, Principal at Raab Associates Inc. Publisher of the B2B Marketing Automation Vendor Selection Tool.
  16. 16. Still very early… CRM forecast from Gartner Forecast: Enterprise Software Markets, Worldwide, 2012-2017, 2Q13 Update
  17. 17. Print is IGNORED
  18. 18. Your mission, should you chose to accept it ….
  19. 19. Applications §  Contact forms on any website or landing page can trigger a personalized print piece §  Drip-and-nurture sequences utilizing email, print, and landing pages to move prospects through the buying process
  20. 20. Orchestrate All Channels Outbound channels Inbound channels
  21. 21. Gershon Alon Manager, Workflow Solutions HP Indigo
  22. 22. §  Sophisticated rules-based variable data §  Dynamic image and text manipulations §  Integration w/3rd-party content (e.g., maps, barcodes, charts) §  Easy interface, compatible w/QuarkXPress® & Adobe® InDesign® §  Access to full design program functionality
  23. 23. Starting with a blank canvas ...
  24. 24. Create a simple marketing workflow
  25. 25. Add the HP SmartStream element
  26. 26. Use SmartStream Designer to create the print piece
  27. 27. Upload, then select the print template
  28. 28. Specify how you want to receive the print- ready PDFs
  29. 29. Map the print template’s fields to your Studio fields
  30. 30. Set your “Wait” period
  31. 31. Let’s have this created right away
  32. 32. Your Indigo When someone tickles this trigger, a print-ready PDF is created in the cloud, and placed in your hot-folder
  33. 33. Case StudyPIP Printing and Marketing Services Using the Integrated HP - MindFire Workflow
  34. 34. 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
  35. 35. QUICK SNAPSHOT OF OUR CAMPAIGN IN MINDFIRE STUDIO.
  36. 36. r. Sample A Sample 23 Main Street nytown, US 12345-6789 M 1 A EMAIL1 microsite Week one FSI Email. Microsite Enter for a free print and redirect to our free print microsite. 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 DRIP PROCESS SALES REP USER INTERFACE
  37. 37. EMAIL 1 First piece to go out in the drip process. Email is sent out immediately after the prospect/client is entered into the process. John,
  38. 38. TRI-FOLD BROCHURE Delivered two days after entry was made.
  39. 39. John, EMAIL 2 Email is sent out 10 days after entry was made.
  40. 40. 3 DIMENSIONAL TUBE MAILER Delivered 19 days after entry is made.
  41. 41. BROCHURE Delivered 25 days after entry is made.
  42. 42. POP OUT MAILER Sent out 30 days after entry was made.
  43. 43. MICROSITE INTRO PAGE All marketing pieces push people to this site. This is how the customer receives their free print.
  44. 44. MICROSITE THANK YOU PAGE Variable information populates the thank you page with rep and customer information. Also a trigger sends a notification immediately to the rep to contact the customer.
  45. 45. •  All marketing pieces in the campaign push clients/ prospects to a micro- site for a free 24x36 print •  Both 3 dimensional pieces show and talk to our clients/prospects about the capabilities that we have in print and packaging •  Having the reps enter one person at a time allows us to generate high end - complex pieces that are time sensitive for production •  Automating the variable print piece process saves us tremendous time in production •  Our reps no longer have to worry about sending out material in a timely fashion with an automated process Campaign Overview
  46. 46. •  62% of those entered into the campaign returned calls, set up appointments or used our large format services •  One local bank institute that hasn’t used us in a couple years contacted us in regards to designing and printing all the lobby art in over 20 of their branches •  Our sales manager is now able to track all sales entries and follow up with our sales team •  Our sales staff can now check in real time end user’s activities within the campaign Campaign Results
  47. 47. •  Printed pieces that can evolve based on how an end user goes through a campaign •  Personalized printed pieces that are produced with HP SmartStream Designer can be integrated into MindFire Studio •  Being able to integrate variable print along with all the other marketing pieces in a drip nurture process through MindFire Studio •  Tracking ROMI on all aspects of your campaign under one roof •  Diverse printed pieces based on user/sales rep entries Key Components To Print Automation via – MindFire Studio and HP SmartStream Designer
  48. 48. ADVANCED MARKETING AUTOMATION CASE STUDY MODERN MARKETING
  49. 49. Welcome Lisa… Lisa Arsenault President McArdle lisa.arsenault@mcardlesolutions.com
  50. 50. Association Nuturing Program Objective A Professional Health Care Association wants to identify and educate potential members on the value of their service versus competitors They offer an internationally renowned credentialing program to certify participants in a number of programs
  51. 51. 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
  52. 52. 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!
  53. 53. Program Elements •  Target Audience: Registered members 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
  54. 54. Comprehensive Design & Launch •  Services Provided –  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
  55. 55. Get Certified Postcard •  Very tight messaging on why •  Great offer •  Clear call to action •  Ongoing touches to continue dialogue on the value and program
  56. 56. Email •  Very targeted, personal messaging •  Lead nurturing, ongoing dialogue •  Information gathered with each touch •  Varying subject lines and body text
  57. 57. Personalized Microsite Page •  Clear offers •  Tell us more… •  Gather marketing intelligence •  Links to more information
  58. 58. Results Achieved •  Response rate: 22.54% •  Visit Rate: 5.83% •  Responding Members: –  2089 or 7.59% became certified –  Significant new customer acquisition and revenue growth –  They were thrilled with the results!
  59. 59. Lessons Learned •  From a new program point of view •  What have you learned from the program experience? •  What has changed?
  60. 60. Summary •  PSP’s need to extend these services to “all” customers •  Today’s marketing requires more targeted, ongoing lead nurturing and sales ready programs •  One and done programs are in the past •  Optimize you program workflow by leveraging the HP – MindFire integrated solution –  Increase top line revenue & productivity –  Decrease cost to produce
  61. 61. W2P Storefront Print ProductionMultiple Channels Campaign Workflow and Reporting Dashboard CRM
  62. 62. White Label Program
  63. 63. Fill out the hand outs and bring them now to enter to win! Meet with the MindFire team at Booth #501
  64. 64. Dscoop9 Opportunities See us at Booth # 501 You could win $1,000 Visit: http://mydscoop.com Dscoop Offer for the HP-MindFire Integration •  3 months free if you sign-up at the show Dscoop Offer for Studio Training •  Buy one seat, get one seat FREE ($1,250 value) Ready for the Studio? •  Save over $1,000 at Dscoop9
  65. 65. Thank you! Thank you!
  66. 66. We Want Your Feedback! Scan the QR code to download the free mobile app and submit your feedback. Just select the session title in the Schedule section of the mobile app and click the Rate Session button.

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