Rick Neiman presents Avery Dennison’s road map to Marketing Automation--one that took them to the intersection of content management and lead generation.

1. Thank you to our Platinum Level sponsor

2. May 28-30 | Chicago

10. 7/21/2011
Our Road Map to Marketing Automation
Rick Neiman – Global Director, Digital Marketing
Materials Group

11. A Global Market Leader
• Founded in 1935
• $6.8 billion sales in 2013
• 2012 Fortune 500® ranking: 375 (“AVY”)
• Global operations in 60 countries
• Based in Pasadena, California,
with more than 30,000 employees worldwide
2006

12. Pressure-sensitive Materials
Specialty Materials
Retail Branding and
Information Solutions
Our Businesses Are a
Powerful Part of Everyday
Life
Sales in millions

13. Pressure-sensitive Materials —
Label and Packaging Materials
• Market segments:
» Food, Beverage, Beer, Wine and Spirits, Household
Products, Health and Beauty, Durable,
Pharmaceutical, Tracking Goods
• What we make:
» Fasson® Pressure-sensitive and non-adhesive papers,
films and foils in roll form
• Customer applications:
» Prime labels, branding, functional and decorative
packaging
• Customers:
» Label converters who work directly with consumer
product manufacturers, contract packagers and
package design agencies
Raw
Material
Supplier
Label
Material
Manufacturer
Converters End Users
(CPG’s)
Retailers Consumers

14. 14
Marketing “contacts” customer
•Email
•Direct Mail
• One and done marketing
• Disruptive marketing and selling
• Focus is on selling process, not buying process
• So many unqualified leads, so little time
Our Journey – Before Marketing
Automation

15. Challenges
• Cultural
• Proof of concept – respond better to results than ideas
• Limited resources ($’s)
• Customer Experience
• Advertisers not Authors
• Focused on the “Selling Cycle”
• Limited Reach
• Time spent in Purchasing
• Little to no end user contacts
• Poor Data and Analytics
• SF.com used to track sales funnel
• No Marketing ROI
Our Journey – Before Marketing
Automation

16. 16
Marketing “engages” customer
•Email
•Direct Mail
• Case Studies
• White Papers
• Automated Tools
• Webinars
• Content is King
• Educational, not disruptive
• Dynamic, content relevant campaigns
• Generate quality leads to fuel sales
• Enhanced sales productivity
• Measurable ROI
Our Journey – After Marketing
Automation

17. Nurture Marketing
• White Papers
• Webinars
• Surveys
• Emails
• Campaigns
Lead Scoring
• Interaction History
• Customer Behavior
Cookie Tracking
• Profile Data
• Company Data
Marketing
Automation
Qualified Lead Distribution
CRM
SalesForce.com
Database Updates
•Sales cycle visibility
•Sold Accounts
• Lost Opportunities
Website
•Landing Pages
•On-line Ordering
•Data Sheets
•Samples
•White Papers
Engage Nurture
• Email
• Search Engine
• Direct Mail
• Social Media
• Tradeshow
Convert
Marketing Metrics
• Web analytics
• Email analytics
• Marketing ROI
Our Digital Marketing Vision –
Closed Loop

18. 18
Getting Started
Find a Free Trial!!!!
Management responds better to results than ideas!
Features SEO Pricing Email
Marketing
Landing
Pages
Lead
Scoring
Multi-step
Campaigns
Alerting CRM
Integration
[Social Media
Sharing/Tracking]
Package
Act-On Software Yes Act-On Yes Yes Yes Yes Yes Yes Yes
Eloqua Yes Eloqua Yes Yes Yes Yes Yes Yes Yes
HubSpot Yes Hubspot Yes Yes Yes Yes Yes Yes Yes
Pardot Unknown Pardot Yes Yes Yes Yes Yes Yes Yes
Silverpop Unknown Silverpop Yes Yes Yes Yes Yes Yes Yes
Publitrac Unknown Publitrac Yes Yes Yes Yes Yes Yes Yes
Genius Unknown Genius Yes Yes Yes Yes Yes Yes Yes
Marketo Yes Marketo Yes Yes Yes Yes Yes Yes Yes

19. 19
Getting Started
Identifying Targets
• What is the product, segment or service we will be marketing?
• Which individuals (titles) will be involved in the buying process of the
product or service we are marketing?
• What are the key buying criteria/issues/goals/problems for these
audiences
It is imperative that you invest the time to gather buyer insights

20. 20
Getting Started
Developing Content
• Educational Materials
• Whitepapers, webinars, e-books, analyst reports, etc.
• Better response and avoids the perception of marketing spam.
• Marketing to People Not Companies
• Develop content that is relevant for the titles of target recipients.
• Waves of mailings to nurture recipient through their buying process
• Outside – In Approach, Not Inside – Out
Remember, you need to be Authors, not Advertisers!

21. 21
Getting Started
Track - 1
Purchasing
Track - 2
Marketing/Sales
Track - 3
Technical
Email -
Wave 1 G N E
Email -
Wave 2 J O I
Email -
Wave 3 M M P
Email -
Wave 4 H F C
Email -
Wave 5 B B A
ID Name Score
A Prime Film Brochure 30
B Global MDO Product Overview 30
C Global MDO Technical Bulletin 20
D MDO Greenprint 15
E Pet Liner News Article 15
F Adhesive Overview 15
G How to choose the right film laminate 20
H End user case studies 15
I Data sheets 15
J Greenprint Overview 15
K Film Overview 15
L S7000 Adhesive Overview 15
M Innovation Article 15
N Corporate Sustainability Report 15
O Label Questionnaire 15
P PET Converting Training Video 20
Q Sample Request 35

22. Getting Started
Scoring Assets
• Used to determine the level of interest of the target audience.
• Assigned to the contact downloading the asset.
• The cumulative score will help determine the level of interest.
• The higher the score, the more likely they're engaged in the buying process.
Step 1 Review assets with sales to make sure they understand the content
Step 2 With each individual asset, ask the sales team the following question:
If your customer downloaded this asset, what would you interpret their level of interest
to be?
High? Medium? Low?
Step 3 Assign the value based on their answer.
Step 4 Assign a point threshold to determine when the contact is considered a
qualified opportunity.

23. Getting Started
Developing Copy – Emails
• Each track and each wave has a unique email.
•3 tracks and 5 waves will require 15 unique email messages.
• Email sender should be a person not a department
• Copy should be targeted to the title of the recipient.
• Reflect the voice of the sender, not marketing speak.
• If it sounds too smart, they’ll know sales didn’t write it!
• Email subject lines are critically important.
• Add a mobile subject line that will be used for mobile rendering.

24. 24
Getting Started
Content Development is the key…CONTENT IS KING!

25. Outbound - Europe
• 2 Customer Types
» 1.) Press owners: 200+ converters, 800+ contacts
» 2.) All others: 2600 (to establish thought leadership)
• 4 tracks: purchasing; mgmt/sales/mktg; ops/technical; no digital press
• 5 email touches per track spaced at approximately two week intervals
• Each email linked to a landing page containing an asset and link to library
• Digital library would contain a link to a sample request registration page
• Contacts with a score of >30 would be sent to sales for follow up
• Contacts who submitted sample request awarded 1,001 points: hot lead
• Languages: English, French, German
The campaign launched June 5, 2012.
Digital EU Outbound Campaign
Scope

26. Communication Flow – Customer
Email

27. Communication Flow – Landing
Page

28. Communication Flow – Content
Library

29. Communication Flow – Potential
Opportunities in SF.com

30. Link to what your customer viewed
Communication Flow – Potential
Opportunities in SF.com

31. Communication Flow – Potential
Opportunities in SF.com

32. Quantitative Results
• Targeted 200 press owners, 2000 who didn’t own a press
• 286 potential “unique” opportunities created
• 11 opportunities closed won
• Net revenue = $1.2mm
• ROI (Revenue) = 5,000%
Qualitative Results
• Multiple discussions with converters that don’t own presses
The Results - EU Campaign
Uncovered press owners beyond our initial intelligence….many were
closed won

33. The Results - 2013
Number of campaigns: 16
Number of “one-off” emails: 22
Total number of deployments: 248
Total number of messages delivered: 125,740
Average Suppression Rate: 7.29%
Average Failure Rate: 3.50%
Average Delivery Rate: 89.78%
Average Bounce Rate: 10.22%
Average Open Rate: 29.80%
Average Click-to-Delivered Rate: 7.00%
Average Click-to-Opened Rate: 22.41%
1 campaign: three or more emails in a series
2 suppression rate: Act-ON suppresses unsubscribed email addresses and email addresses such as “info@” or “sales@”
3 failure rate: records missing data required in the email message, such as salutation
4 click-to-delivered rate: the number of clicks as a percentage of the number of emails delivered
5 click-to-opened rate: the number of clicks as a percentage of the number of emails opened

34. Our Marketing Automation
Journey – Today
• In May 2013 moved from Genius, to Act-ON
• Fully integrated with SF.com
• Global standardization
• Act On for email and marketing automation
• Adobe CQ web platform
• SF.com
• Contact acquisition
• Engage and Nurture previously unknown end-user contacts

35. Our Marketing Automation
Journey – Today
Evolve from “campaigns” to an ‘orchestrated’
demand generation process

36. Our Marketing Automation
Journey – Today

37. Questions?