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Wine, Web, & Marketing Automation
August 27, 2013

Steve Susina
Director of Demand
Generation Services
Crain Communication...
How business used to sell . . .
• 
• 
• 
• 
• 

Buy or rent lists
Sort by region/rep
Assign
Make reps spend their days col...
Crain & our Challenges
•  Publisher of Business
and Trade Publications
– 
– 
– 
– 
– 

Business (Crain’s Chicago Business)...
3 Basic Objectives of Marketing
Automation Systems:

Generate Leads
Nurture Leads
Qualify Leads
Page 4 | © 2013 Business I...
Seems like a simple, straightforward
process, right?

Generate Leads
Nurture Leads
Qualify Leads
Page 5 | © 2013 Business ...
Reality is more complex

Source: Forrester Research
Page 6 | © 2013 Business Insurance
Translates to the “Demand Waterfall”

Prospect
MQL
SAL
SQL

Page 7 | © 2013 Business Insurance
The “old” Sirius Decisions Demand
Waterfall
Prospect
MQL
SAL
SQL

Page 8 | © 2013 Business Insurance
Sirius Decisions Demand Waterfall

Prospect
MQL
SAL
SQL

Page 9 | © 2013 Business Insurance
DemandGen – “Hourglass”

Prospect
MQL
SAL
SQL

Page 10 | © 2013 Business Insurance
Regardless of Process, Optimization
is goal
Move Leads from
stage to stage
Attract & Engage
new prospects
Optimize
convers...
Enter Marketing Automation.

Page 12 | © 2013 Business Insurance
Market History & Consolidation:

Page 13 | © 2013 Business Insurance
Basic Components of an MA system:
•  Database of Prospects/Leads
•  Digital Asset Creation Capabilities
– 
– 
– 
– 

Landi...
LEAD GENERATION
Page 15 | © 2013 Business Insurance
LEAD SCORING
Page 16 | © 2013 Business Insurance
What is Marketing Automation?
1.  Software that gives a company the tools it needs to
accelerate the sales funnel:
–  10% ...
What is Marketing Automation?
•  Deliver Marketing Content
–  Right mix of information
–  Right stage of the buying cycle
...
My Working Definition of Marketing
Automation
•  Capabilities that make it easy for you to deliver:
–  The right content
–...
Let’s Look at an Example:

Page 20 | © 2013 Business Insurance
Difference between Web Page &
Landing Page
•  Website Template:

•  Marketing Automation Template:

Why? Drive to a single...
Progressive Profiling Forms

Page 22 | © 2013 Business Insurance
Progressive Profiling Forms

Page 23 | © 2013 Business Insurance
Landing Page Template
Template

Template
Page 24 | © 2013 Business Insurance
Drag & Drop to Create Landing Page
Image

Rich Text

Page 25 | © 2013 Business Insurance

Form

Button is
programmed to
op...
Follow-Up or Thank You Landing Page

Page 26 | © 2013 Business Insurance
Patterns start to emerge
Template

Rich Text

Image

Template

Page 27 | © 2013 Business Insurance
And with the email . . .

Button is
programmed to
go to landing
page. . .

Page 28 | © 2013 Business Insurance
And again, the patterns. . .
Template

Rich Text

Image
Template
Page 29 | © 2013 Business Insurance

Image

Button is
pro...
Behind the Scenes – Send an Invite:

Page 30 | © 2013 Business Insurance
Behind the Scenes – Triggered
Activity:

Page 31 | © 2013 Business Insurance
Behind the Scenes – Campaign Flow:

Page 32 | © 2013 Business Insurance
Why? Managing Complex &
Repetitive Tasks: e.g. webinar
•  Asset Creation:
– 
– 
– 
– 
– 
– 
– 
– 

Email Invitation
Landin...
Nurturing (Sequential Email) Example

•  Ac#on:	
  Request	
  Campaign:	
  Welcome	
  Email	
  Series	
  
1. 
2. 
3. 
4. 
...
How many work in a building that
looks like a Marketo Revvie?

Photo	
  Source:	
  	
  Thinkstock	
  
Page 35 | © 2013 Bus...
Reduce Registration Friction
•  Studies: there is an inverse relationship between
number of fields and number of completio...
Making Marketing Automation Useful:
•  Learn basics of CSS/HTML
•  Map out your entire campaign before starting to code
– ...
A Few Other Things Learned on the
Highways and Byways of Marketing Nation
•  Accept that there is more than one way to acc...
Contact Information
Steve Susina
Director of Demand Generation Services
Crain Communications / Business Insurance
150 N. M...
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Wine web-marketing automation-08-27-2013

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Presentation to Orbit Media Group's monthly Wine & Web, delivered on 8/27/2013. This was an introductory level presentation that explained how I use Marketing Automation--specifically Marketo--to help generate and nurture leads in a publishing environment.

Published in: Economy & Finance, Business
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Wine web-marketing automation-08-27-2013

  1. 1. Wine, Web, & Marketing Automation August 27, 2013 Steve Susina Director of Demand Generation Services Crain Communications / Business Insurance Magazine
  2. 2. How business used to sell . . . •  •  •  •  •  Buy or rent lists Sort by region/rep Assign Make reps spend their days cold calling Profit Supported by Brand Advertising & Public Relations Page 2 | © 2013 Business Insurance
  3. 3. Crain & our Challenges •  Publisher of Business and Trade Publications –  –  –  –  –  Business (Crain’s Chicago Business) Healthcare (Modern Healthcare) Marketing (BtoB, Advertising Age) Manufacturing (Automotive News) Financial Services (Business Insurance) •  Our Industry trends –  –  –  –  Flat/Declining marketing budgets Smaller proportion spent on print ads Emergence of Content Marketing Shift to mobile devices Yet, business media still plays a vital role in educating the customer universe Page 3 | © 2013 Business Insurance
  4. 4. 3 Basic Objectives of Marketing Automation Systems: Generate Leads Nurture Leads Qualify Leads Page 4 | © 2013 Business Insurance
  5. 5. Seems like a simple, straightforward process, right? Generate Leads Nurture Leads Qualify Leads Page 5 | © 2013 Business Insurance
  6. 6. Reality is more complex Source: Forrester Research Page 6 | © 2013 Business Insurance
  7. 7. Translates to the “Demand Waterfall” Prospect MQL SAL SQL Page 7 | © 2013 Business Insurance
  8. 8. The “old” Sirius Decisions Demand Waterfall Prospect MQL SAL SQL Page 8 | © 2013 Business Insurance
  9. 9. Sirius Decisions Demand Waterfall Prospect MQL SAL SQL Page 9 | © 2013 Business Insurance
  10. 10. DemandGen – “Hourglass” Prospect MQL SAL SQL Page 10 | © 2013 Business Insurance
  11. 11. Regardless of Process, Optimization is goal Move Leads from stage to stage Attract & Engage new prospects Optimize conversions Pass to sales for closure Measure Page 11 | © 2013 Business Insurance
  12. 12. Enter Marketing Automation. Page 12 | © 2013 Business Insurance
  13. 13. Market History & Consolidation: Page 13 | © 2013 Business Insurance
  14. 14. Basic Components of an MA system: •  Database of Prospects/Leads •  Digital Asset Creation Capabilities –  –  –  –  Landing Pages Registration Forms Email Messages Content Management (for images, PDFs, etc) •  Marketing Campaign Automation –  Email Marketing (Batch & Blast) –  Triggered Events –  Sequenced Events •  Lead Evaluation (Scoring) Capabilities Page 14 | © 2013 Business Insurance
  15. 15. LEAD GENERATION Page 15 | © 2013 Business Insurance
  16. 16. LEAD SCORING Page 16 | © 2013 Business Insurance
  17. 17. What is Marketing Automation? 1.  Software that gives a company the tools it needs to accelerate the sales funnel: –  10% Increase in Revenue (Gartner) –  26% Increase in Lead Conversions (Aberdeen) –  33% improvement in Cost Per Lead (Forrester) 2.  Software that Manages time consuming, complex & repetitive tasks: –  –  –  –  –  –  –  Campaign Management Monitoring Website activity Delivering content Email Marketing Lead Database management Analytics Behavior/Tracking –  Demographics Page 17 | © 2013 Business Insurance
  18. 18. What is Marketing Automation? •  Deliver Marketing Content –  Right mix of information –  Right stage of the buying cycle –  Delivered via a structured systematic approach that requires minimal active intervention •  Rate Engagement –  Monitor engagement with relevant content –  Reflect relative importance of engagement •  Qualify to Buy-Ready –  Identify the behavioral signals that suggest someone is ready to speak with a sales professional. Page 18 | © 2013 Business Insurance
  19. 19. My Working Definition of Marketing Automation •  Capabilities that make it easy for you to deliver: –  The right content –  Via the right environment –  Using the right tools Customer Database •  To manage your: –  customer data –  marketing content –  marketing engagement •  To help you: –  Identify potential sales prospects early in the buying cycle –  Assist them (and monitor them) as they move through the buying cycle –  And turn them into Qualified Leads Page 19 | © 2013 Business Insurance Engagement Strategy Marketing Content
  20. 20. Let’s Look at an Example: Page 20 | © 2013 Business Insurance
  21. 21. Difference between Web Page & Landing Page •  Website Template: •  Marketing Automation Template: Why? Drive to a single CTA Page 21 | © 2013 Business Insurance
  22. 22. Progressive Profiling Forms Page 22 | © 2013 Business Insurance
  23. 23. Progressive Profiling Forms Page 23 | © 2013 Business Insurance
  24. 24. Landing Page Template Template Template Page 24 | © 2013 Business Insurance
  25. 25. Drag & Drop to Create Landing Page Image Rich Text Page 25 | © 2013 Business Insurance Form Button is programmed to open a 2nd landing page . . .
  26. 26. Follow-Up or Thank You Landing Page Page 26 | © 2013 Business Insurance
  27. 27. Patterns start to emerge Template Rich Text Image Template Page 27 | © 2013 Business Insurance
  28. 28. And with the email . . . Button is programmed to go to landing page. . . Page 28 | © 2013 Business Insurance
  29. 29. And again, the patterns. . . Template Rich Text Image Template Page 29 | © 2013 Business Insurance Image Button is programmed to go to landing page. . .
  30. 30. Behind the Scenes – Send an Invite: Page 30 | © 2013 Business Insurance
  31. 31. Behind the Scenes – Triggered Activity: Page 31 | © 2013 Business Insurance
  32. 32. Behind the Scenes – Campaign Flow: Page 32 | © 2013 Business Insurance
  33. 33. Why? Managing Complex & Repetitive Tasks: e.g. webinar •  Asset Creation: –  –  –  –  –  –  –  –  Email Invitation Landing Page Registration Form Thank-You Landing Page Calendar Reminder Thank-You Email 24 Hour reminder 1 Hour Reminder Page 33 | © 2013 Business Insurance •  Programming: –  Send Invitation –  Collect Data from Registration Form –  Send Thank-You and Reminder messages –  Send registrant data to Webinar hosting service –  Send One follow-up message to attendees –  Send a different one for no-shows
  34. 34. Nurturing (Sequential Email) Example •  Ac#on:  Request  Campaign:  Welcome  Email  Series   1.  2.  3.  4.  Call  to  ac#on:  Sign  up  for  segmented  newsle>ers   Call  to  ac#on:  Sign  up  for  “Solu#on  Arc”   Call  to  ac#on:  Watch  Video   Call  to  ac#on:  Send  message  to  editor     Page 34 | © 2013 Business Insurance
  35. 35. How many work in a building that looks like a Marketo Revvie? Photo  Source:    Thinkstock   Page 35 | © 2013 Business Insurance
  36. 36. Reduce Registration Friction •  Studies: there is an inverse relationship between number of fields and number of completions •  Marketo Progressive Profiling Example –  Reducing form from 9 fields to 5 field significantly increased form completion rate – 45% improvement over baseline •  Theoretically, if we have enough information we can we eliminate registration form altogether –  Data exists in Marketo (Name, Company, Job Title, Phone, etc.) –  Activity is monitored (Clicks link in Email) Page 36 | © 2013 Business Insurance
  37. 37. Making Marketing Automation Useful: •  Learn basics of CSS/HTML •  Map out your entire campaign before starting to code – know what you have to build, and any dependencies. •  Accept that there is more than one way to accomplish just about anything via Marketing Automation! •  Begin with the end of the campaign in mind •  Take on some stretch concepts – eg. APIs •  Invest time (and budget) for data quality. each year •  Review basic rules of logic (those 5th Grade Venn Diagrams!) Page 37 | © 2013 Business Insurance
  38. 38. A Few Other Things Learned on the Highways and Byways of Marketing Nation •  Accept that there is more than one way to accomplish just about anything via Marketing Automation! •  Beginning with the end of the campaign in mind •  Take on some stretch concepts – Webhooks & APIs •  Invest time (and budget) for data quality. each year •  Review basic rules of logic (those 5th Grade Venn Diagrams!) Page 38 | © 2013 Business Insurance
  39. 39. Contact Information Steve Susina Director of Demand Generation Services Crain Communications / Business Insurance 150 N. Michigan Chicago, IL 60601 Email: ssusina@crain.com Phone: 630.660.3595 Twitter: @ssusina LinkedIn: http://www.linkedin.com/in/susina Page 39 | © 2013 Business Insurance

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