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.
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.
5. Why should you care about Multi-channel
Marketing Automation?
In
6. 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
7. 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
8. 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
9. 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
10. 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.
11. 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
17. $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.
18. Still very early…
CRM forecast from Gartner Forecast: Enterprise Software Markets, Worldwide, 2012-2017, 2Q13 Update
22. 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
42. Your Indigo
When someone tickles this trigger,
a print-ready PDF is created in the
cloud, and placed in your hot-folder
43. Case StudyPIP Printing and Marketing Services
Using the Integrated HP - MindFire Workflow
44. 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
46. 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
47. 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,
53. MICROSITE INTRO PAGE
All marketing pieces push people to this site. This is
how the customer receives their free print.
54. 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.
55. • 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
56. • 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
57. • 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
60. 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
61. 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
62. 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!
63. 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
64. 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
65. Get Certified Postcard
• Very tight messaging on why
• Great offer
• Clear call to action
• Ongoing touches to continue
dialogue on the value and
program
66. Email
• Very targeted, personal messaging
• Lead nurturing, ongoing dialogue
• Information gathered with each touch
• Varying subject lines and body text
67. Personalized Microsite Page
• Clear offers
• Tell us more…
• Gather marketing intelligence
• Links to more information
68. 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!
69. Lessons Learned
• From a new program
point of view
• What have you learned
from the program
experience?
• What has changed?
70.
71.
72.
73.
74.
75. 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
78. Fill out the hand outs and bring them now to
enter to win!
Meet with the MindFire team at Booth #501
79. 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
82. 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.