Reach Force Marketing Automation Mini Conference - 6/18/2013


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Studies show that there is an inverse relationship between number of fields on a registration form and the number of conversions. A famous example provided by Marketo shows that reducing a form from 9 fields to 5 fields increased form completion rate by 45%.

Theoretically, if we have enough information we can we eliminate registration form altogether. Data exists in marketing automation (Name, Company, Job Title, Phone, etc.). Presentation describes results using formless registration

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Reach Force Marketing Automation Mini Conference - 6/18/2013

  1. 1. Secrets of an Award-winningMarketing Automation NinjaJune 18, 2013Steve SusinaDirector of DemandGeneration ServicesCrain Communications /Business InsuranceMagazine
  2. 2. Page 2 | © 2013 Business Insurance• Publisher of Businessand Trade Publications– Business (Crain’s Chicago Business)– Healthcare (Modern Healthcare)– Marketing (BtoB, Advertising Age)– Manufacturing (Automotive News)– Financial Services (Business Insurance)• Industry trends– Declining marketing budgets– Print a smaller proportion of mix– Emergence of Content Marketing– Shift to mobile devicesAbout Crain CommunicationsBusiness Media still plays a vital role ineducating the customer universe
  3. 3. Page 3 | © 2013 Business Insurance123Traditional Demand Generation:supporting our advertising salesAudience Development: Growing our printsubscribers and registered online usersA technology platform to supportDemand Generation servicesHow we use Marketing Automation
  4. 4. Page 4 | © 2013 Business InsuranceHow has Marketing Automationhelped us?• A 43% increase in registered online newsletter subscribers• A 2% increase in paid print subscribers• A 71% increase in registrations forthe annual Virtual Conference on Workers Compensation• Nearly $550,000 in new advertising revenue forDemand Generation Services– 12 Customers running 23 total programs.– Average deal size of $26,550• External Programs for customers thatdelivered & qualified 12,454 leads• Internal lead generation program thatgenerated 4,115 Advertising/Marketing leads,and qualified 564 that were passed to sales• Strong conversion of anonymous websitevisitors (over 3,900/day), with a conversionrate of 2.6%Marketo Revenue Performance Award-winningperformance – Most Dramatic Business Impact
  5. 5. Page 5 | © 2013 Business InsuranceHow business used to sell . . .• Buy or rent lists• Sort by region/rep• Assign• Make reps spend their days cold calling• Profit
  6. 6. Page 6 | © 2013 Business InsuranceHow business used to sell . . .• Buy or rent lists• Sort by region/rep• Assign• Make reps spend their days cold calling• ProfitSupported by BrandAdvertising & PublicRelations
  7. 7. Customer Buying JourneyEarly Stages Middle Stages Late Stages PurchaseCreate willingness toconsider changingStatus QuoConsider alternativesolutions (not vendorspecific)Consider alternativevendorsCommit, renew andrepurchaseAwareness/SEO Content Audience DatabaseSocial, Syndication,SEO Promotion, EventSponsorship300+ years combinededitorial experience45K Print225K Known Online680K AnonymousMarketo LeadScoring across sixprofilesBusiness Insurance InvestmentsPrint & Online AdvertisingWebinar & EventsDemand Generation ServicesContent & Marketing Services
  8. 8. Page 8 | © 2013 Business Insurance
  9. 9. Page 9 | © 2013 Business Insurance
  10. 10. Page 10 | © 2013 Business Insurance• Top Of Funnel Audience Generation: 1180 Leads Generated– 1180 leads into campaign (webinar attendees, white paper downloads)• Nurture to Marketing Qualified Status: 102 Leads Qualified– Content Offers aligned to buying stage– Scoring based on engagement (clicks, downloads of campaign andonsite content)– Transfer when combined engagement reaches Lead Score threshold• Sales Accepted Leads: 25 Matched Sales-Qualification Criteria– Fits client target audience to engage a sales person (specialty broker):– Average Deal Size: $2 million– Pipeline: 25 x $2 million = $50 million– Customer has identified one likely prospect (to date)Campaign Value:$50,000 Investment $2 Million potential revenuefrom a $50,000 investmentLead Nurturing Performance example:
  11. 11. Page 11 | © 2013 Business InsuranceEarly Stage• Audience Acquisition– 16,093 Page Views w/ad– 132,522 Newsletter Views*– 271,123 Email InvitationMessages delivered– 14.1% Open Rate– 1.1% Click through rateLate Stage• Nurturing Campaign– 4,585 Messages delivered– 34.7% open rate– 12.9% click through rateDeeper Engagement In Later Stages ofCampaign• 246% increase in Email Open Rate• 1172% increase in Click Through Rate* 13x in Specialty Risk Newsletter distributed to 10,194 emailsNurturing Effect on Engagement:
  12. 12. Page 12 | © 2013 Business InsuranceReduce Registration Friction• Studies: there is an inverse relationship betweennumber of fields and number of completions• Marketo Progressive Profiling Example– Reducing form from 9 fields to 5 field significantly increasedform completion rate – 45% improvement over baseline• Theoretically, if we have enough information wecan we eliminate registration form altogether– Data exists in Marketo (Name, Company, Job Title, Phone,etc.)– Activity is monitored (Clicks link in Email)
  13. 13. Page 13 | © 2013 Business InsuranceNormal Registration Flow• Normal process:– Select target list– Send Email– CTA direct to landing page– Landing page has form– Completed form representsregistration for download orevent• Conversion metrics at eachstep– Sent, Opened, Clicked, Registered
  14. 14. Page 14 | © 2013 Business InsuranceOne Click Registration Flow• Normal process:– Select target list– Filter for each required fieldusing “Is Not Empty”– Send Email– Include name & email in message– CTA “One Click Register”– Post Click processing is atriggered campaign based onthe click• Conversion metrics at eachstep– Sent, Opened, Clicked, Registered
  15. 15. Page 15 | © 2013 Business InsuranceProgram Flow Differences• Normal Campaign Flow– Trigger is “Filling out a Form”– Then-normal flow:– Add to a registration list– Send a confirmation Email– Etc.• No form? Can’t use that as a trigger.– Trigger is now “Clicked Link in Email”– Then, normal flow:• Asset (Invitation email) Differences
  16. 16. Page 16 | © 2013 Business InsuranceChanges to my invitation:
  17. 17. Page 17 | © 2013 Business InsuranceAsset Differences 1 – Tokens todisplay recipient dataTwo reasons to include the recipient’s name &email in the email message:• Show that I already have the info– not givingup additional personal data• In case the email is forwarded, link willregister the person shown here
  18. 18. Page 18 | © 2013 Business InsuranceAsset Differences - CTALinks/CTA• My normal Post registration page• Included 3 times in different formats
  19. 19. Page 19 | © 2013 Business InsuranceAsset Differences – “Normal” registrationThe full registration link• In case the recipient wants toinvite someone else• In case the email is forwarded
  20. 20. Page 20 | © 2013 Business InsuranceResults
  21. 21. Page 21 | © 2013 Business InsuranceComparison: Data Poster DownloadNormal Registration One-ClickSent 9,367 10,608Opened 1,730 (18.5%) 1,855 (17.5%)Clicked 369 (3.9%) 353 (3.3%)Downloads 29 (0.31%) 353 (3.32%)Rate of Registration > 10X Baseline
  22. 22. Page 22 | © 2013 Business InsuranceComparison: White Paper OfferNormal Registration One-ClickSent 23,982 5,012Opened 2,631 (11.0%) 761 (15.2%)Clicked 589 (2.5%) 73 (1.46%)Downloads 220 (0.92%) 73 (1.46%)Rate of registration about 1.5X Baseline
  23. 23. Page 23 | © 2013 Business InsuranceComparison: Webinar RegistrationNormal Registration One-ClickSent 81,503 25,369Opened 88.9 (10.9%) 1,858 (11.3%)Clicked 348 (0.43%) 132 (0.52%)Registrations 128 (0.16%) 132 (0.52%)Rate of registration > 3X baseline
  24. 24. Page 24 | © 2013 Business InsuranceChallenges• Forwarded emails or additional staff registrations– If you only have a one-click for registration, the message can’tbe forwarded or other people invited• Javascript disabled– Technical issue with Marketo recognition of “Clicks link inEmail” for triggered email– Workaround: generate a smart list “was sent email” and“visited confirmation page” and manually call campaign• For webinars, watch attendance vs. no-shows– Initial view was that we’d see a decline in live attendance, butwasn’t the case.
  25. 25. Page 25 | © 2013 Business InsuranceLessons:• There is a different willingness to shareinformation depending on asset type:– Low Willingness: Data Posters/Infographics or Video– High Willingness: Webinars, White Papers• Still, there is almost always some improvementusing one-click/no-form response• This won’t work if you don’t use some form ofMarketing Automation for click-tracking• Good data quality is essential – we usedReachForce data append before even thinking ofthis type of program.
  26. 26. Thank you!