[Mintigo Webinar] Mining For Gold In Your Email House List
•
2 likes•699 views
To watch the entire webinar recording, please visit: http://www.mintigo.com/mining-for-gold-in-your-email-house-list/ Title: "Mining For Gold In Your Email House List" Description: Email marketing is still the workhorse of modern B2B demand gen. But can you find the gold in your house list before time runs out? On one hand, you’ve got to move fast, since contacts degrade at a rate of 30% per year. On the other hand, if you mail too aggressively, contacts will tune-out and opt-out. You only get limited at-bats, so make each one count! In this webinar, we’ll learn the secrets from Jeanne Hopkins, CMO of SmartBear Software, author of mobile marketing book Go Mobile, and Mintigo customer. She’ll explain: SmartBear’s proven strategy for nurturing over 1 million leads How to segment a contact database quickly How SmartBear uses analytics to increase response rate If you’re investing in a marketing automation solution like Eloqua, HubSpot, or Marketo, you need to know how to use it right. Mintigo is proud to host this special presentation by an accomplished industry insider. About The Guest Speaker: Jeanne Hopkins, Chief Marketing Officer at SmartBear Software Prior to her role as CMO at SmartBear, Jeanne was vice president of marketing at HubSpot, a marketing software leader and pioneer in inbound marketing. Her leadership helped HubSpot become the second-fastest growing software company in the Inc. 500 by generating 45,000 new leads each month. Hopkins previously was CMO of MEC Labs, owner of MarketingSherpa, MarketingExperiments, and InTouch, and senior marketing director at Symmetricon. Jeanne, a firm believer in the top-of-the-funnel lead-generation capabilities of inbound marketing, is coauthor of the book Go Mobile, a step-by-step introductory look at starting mobile marketing efforts that has been the #1 best-selling mobile marketing book on Amazon.com. She is also one of the top 10 Sales Lead Management professionals for 2011.
Recommended
Recommended
More Related Content
What's hot
What's hot (8)
Viewers also liked
Viewers also liked (20)
Similar to [Mintigo Webinar] Mining For Gold In Your Email House List
Similar to [Mintigo Webinar] Mining For Gold In Your Email House List (20)
More from Mintigo1
More from Mintigo1 (20)
Recently uploaded
Recently uploaded (20)
[Mintigo Webinar] Mining For Gold In Your Email House List
- 1. Mining For Gold In Your Email House List Host: Jason Garou*e CMO, Min1go @jgarou*e Guest Presenter: Jeanne Hopkins CMO, Con1nuum.net @jeannehopkins
- 2. We Work with Great Marketers
- 3. About Min?go
- 4. Jeanne Hopkins CMO at Con1nuum.net • Previously CMO at SmartBear SoBware • Previously VP of Marke1ng at HubSpot • Co-‐author of #1 best selling mobile marke1ng book “Go Mobile” on Amazon
- 5. Mining for Gold in Your Email House List 5
- 6. 6
- 7. 7
- 8. 8
- 9. 9
- 10. 10
- 11. 11
- 12. SmartBear Email Facts 12 • In Q2 2013, SmartBear sent one marketing email every 2.3 seconds • On a typical Tuesday, individual email campaigns will go out to as many as 20-35 different segments in the database • Average number of SmartBear emails leads receive per week: 1 • Average unsubscribe rate: 0.1% • Average % delivered: 94.3%
- 14. Team Achievments 14 Since Q3 of 2012… • Grown marketing automation/email marketing “Ninja” team from 3-9 members (3 core users, 6 “agile” users/ contributors, 3 Marketo Champions) • Winner of 2013 Marketo Revvie Award for Most Dramatic Business Impact with Marketing Automation for a Small/ Medium-Sized Company • Winner of 2012 Forrester Groundswell Award for Excellence in Social Media • Honorable Mention in 2013 WhichTestWon Email Marketing Awards
- 15. 15 Gary DeAsi – Mintigo Ninja
- 16. Database Segmentation: Behavioral Tagging & Custom Fields 16 SmartBear Database as of September 2012 SmartBear Database as of November 2012
- 17. Relevance of a Targeted Email Campaign to a (Non-Segmented) Mass Audience 17 Fit OR Interest (16%) NO Fit, NO Interest (80%) Fit AND Interest (4%) Fit (Explicit): Lead possesses key demographic or firmographic traits relevant to campaign Interest (Implicit): Lead has (historically) demonstrated behavior linked with (inferred) relevance of campaign
- 18. 18 Fit OR Interest (16%) No Fit, No Interest Emails Delivered: 80,000 Average CTR: 0.5% Responses: 400 Fit OR Interest Emails Delivered: 16,000 Average CTR: 2.0% Responses: 320 Fit AND Interest Emails Delivered: 4,000 Average CTR: 6.0% Responses: 240 Total Emails Delivered: 100,000 Average CTR: 0.9% Responses: 960 + + = Results of a Targeted Email Campaign to a (Non-Segmented) Mass Audience Fit AND Interest (4%) NO Fit, NO Interest (80%)
- 19. Without segmentation, you are guessing. Which audiences should we send our new eBooks to this week? 19 New eBooks this Week Product A Product B Product C Non-‐Segmented Database ?
- 20. Results of Targeted Email Campaigns Segmented by Relevance 20 Product A Segment 1 Fit OR Interest List Size: 16K Fit AND Interest 4K Segment 1 Responses: 560 + = Total Responses: 1,880 Fit OR Interest List Size: 16K Fit AND Interest 4K Fit OR Interest List Size: 16K Fit AND Interest 4K Segment 2 Responses: 560 Segment 3 Responses: 560 Segment 4 Responses: 200 + + No Fit, No Interest List Size: 40K Product B Segment 2 Product C Segment 3 Proudcts A/B/C Segment 4
- 21. Non-Segmented vs. Segmented 21 Non-‐Segmented Email Responses/Send: 960 Segmented Email Responses/Send: 1,880 X 4weeks = 3,840 X 4weeks = 7,520
- 22. Growing Your Optimal Audiences 22 Interest Fit Time • Over 1me, your op1mal segments (in terms of relevance and engagement) will grow the more you generate leads, and email and nurture them
- 23. Segmentation gives you options & grows your potential relevant audience(s) for each campaign. Which audiences should we send our new eBooks to this week? 23 Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Persona 6 New eBooks this Week Product A Product B Product C Poten1al Segment to Send Content
- 24. Which products need the most love (this week)? 24 Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Persona 6 New eBooks this Week Product A Product B Product C Poten1al Segment Chosen Segment to Send Content
- 25. 25 Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Persona 6 New eBooks this Week Product A Product B Product C Poten1al Segment Sent Week 1 Who can we send these eBooks to (next week)? Sent Week 2
- 26. Segmentation: Getting Granular 26 Tes?ng Development API Performance Monitoring Persona (Demographic) Behavioral Interest Min?go DNA Match
- 27. Q2 Mintigo Analysis: Job Titles 60% of trials came from 27% of leads! 27% 60%
- 28. Segmentation = Engagement 7.6% 8.5% 9.5% 10.0% 11.3% 14.1% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% ABYSS 1 ABYSS 2 Tes1ng Min1go Scored (INT) Min1go Scored (NA) Cross-‐PG (Tes1ng Title) % Opened
- 29. Segmentation = Engagement 0.6% 1.0% 1.7% 1.9% 3.1% 4.7% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0% ABYSS 1 ABYSS 2 Tes1ng Min1go Scored (NA) Min1go Scored (INT) Cross-‐PG (Tes1ng Title) % Clicked
- 30. TestComplete DNA Matches 67.6% of TestComplete DNA Matches Not Being Marketed TestComplete! AlertSite_Customers AlertSite_Prospects_Trial Net New LoadComplete_Customers LoadUI_Customers AlertSite_Prospects_NOTrial AQ1me_Customers TestComplete_Prospects_Trial TestComplete_Customers Collaborator_Prospects_Trial Performance_Prospects.csv SoapUI_Customers Collaborator_Customers Collaborator_Prospects_NOTrial SoapUI_Prospects_Trial TestComplete_Prospects_NOTrial Total DNA Matches from SmartBear House List Source 32.4% 67.60% Marketed TC Not Marketed TC
- 31. Segment your database! Segment by: • Job title • Lead region (geographic) • Industry • Company size • Lead score • Behavioral interests • Viability (Email-ability) • Lead type (prospects, customers, partners etc.) • Funnel stage • Engagement levels • Technology usage • Create custom data fields that are most important for your business! 31
- 32. It’s easier to find gold once you sort through the garbage 32 How many members of your database… • Are unsubscribed? • Have empty, invalid, or bounced email addresses? • Have been rejected as non-workable leads by Sales? • Are customers? Partners? Employees? • Have not visited your site or opened a single email in the past 3-6 months? • Do you have almost no demographic data for? • Were acquired via list purchase vs. created organically? • Have public domain email addresses? • Are from geographic locations that you do not sell to? • Are more than six months old? More than a year? More than 3 years?
- 33. Persona 1 Persona 2 T I P S Drip A Drip B Drip C R E S P Persona-‐Based House Lists – Outbound Email TOFU Persona-‐Based Drips (Pre-‐Trial) MOFU Tips and Reps (During Trial) BOFU Reps (Post-‐Trial) Nurturing, Optimizing the Funnel, Recycling
- 34. Persona 1 Persona 2 T I P S TOFU A TOFU B TOFU C R E S P TOFU Drips (Pre-‐Trial) TRACKS (Inside Drip) 1 2 3 4 5 6 • Persona • Business Need • Funnel Stage (TOFU/MOFU) • Product Interest • Lead Region (NA vs INT) • Themes/Topic Nurturing & Optimizing the Funnel: Tracks
- 35. Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Persona 6 T I P S A N D R E S P TF A TF B TF C TF D TF E TF F TF G TF H SmartBear Database/Nurturing “Ecosystem” as of Q3 2013
- 36. Custom Segmentation and Nurturing: Hypothetical Example 36 Use Case or Theme 1 Use Case or Theme 2 Use Case or Theme 3 Track 1 Track 2 Track 3 Use Case or Theme 1 List 1 9,000 Leads List 2 12,000 Leads List 3 6,500 Leads TOFU Drip Use Case or Theme 2 Use Case or Theme 3
- 37. 37 Track 1 Using (Compe1tor) automated tes1ng solu1on Manual tester, no auto-‐tes1ng solu1on Has automated tes1ng experience, no solu1on Track 2 Track 3 Track 1 Tes1ng Desktop Applica1ons Tes1ng Mobile Applica1ons Tes1ng Web Applica1ons Track 2 Track 3 Track 1 QA Tester or Engineer Other QA Manager Track 2 Track 3 Use Case Need Job Title Nurture Tracks Example: TestComplete (Automated Tes?ng) TRACK 1 TRACK 2 TRACK 3
- 38. 38 Track 1 Using (Compe1tor) automated tes1ng solu1on Manual tester, no auto-‐tes1ng solu1on Has automated tes1ng experience, no solu1on Track 2 Track 3 Track 1 Tes1ng Desktop Applica1ons Tes1ng Mobile Applica1ons Tes1ng Web Applica1ons Track 2 Track 3 Track 1 QA Tester or Engineer Other QA Manager Track 2 Track 3 Use Case Need Job Title TRACK 1 TRACK 2 TRACK 3
- 39. 39 Track 1 Using (Compe1tor) automated tes1ng solu1on Manual tester, no auto-‐tes1ng solu1on Has automated tes1ng experience, no solu1on Track 2 Track 3 Track 1 Tes1ng Desktop Applica1ons Tes1ng Web Applica1ons Track 2 Track 3 Track 1 QA Tester or Engineer Other QA Manager Track 2 Track 3 Use Case Need Job Title TRACK 1 TRACK 2 TRACK 3 Tes1ng Mobile Applica1ons
- 40. Get the most out of our leads Trial Product A House List/ POFU Drip Product A TOFU DRIP Product B TOFU DRIP Product C TOFU DRIP Product D Route by: • Demographics (Job Title) • Behavior • Min1go DNA Match
- 41. 41 Outbound Email Paid Media PPC Website Social Media Blog MQIs TOFU Drip MQLs Use Your Channels to Feed Your Nurture Paths
- 42. 42
- 43. Q&A and Next Steps Request a Live Demo of Min1go Get the ebook on “Crea1ng Personas For B2B Marke1ng” Interested? jason@min1go.com
Editor's Notes
- Open rate not always a determinant but this is directional.
- Jason
- Create custom fields for each theme, and tag anyone in your system who has downloaded content related to each theme.Use your assets for each theme to break out separate tracks in a drip/nurture programAdd the leads that have expressed interest in a certain theme to the appropriate track, so that they will be sent the rest of the content that you have related to that theme that they have not already receivedWhen you create new content, keep adding to your tracks, and when leads download content related to one of the themes moving forward, make sure they are added to the appropriate track so that you continue to nurture that interest.