be inspired by the marketing nation

Marketer StoriesMarketer StoriesBe Inspired by the Marketing Nation

Matt ZilliMarketo

Byrony SeifertTechTarget

Emma StorbackaAvaus

Jon EwingBMI Research

Think Big, Start FastThink Big, Start Fast(And win over your sales team along the way)

September 22, 2015

Jon EwingCMO & CTOBMI Research

THE MARKETING NATIONTM

About BMI Research

• Data & Analysis business, publishing our views on: • Political & Country Risk (> 200 countries), • Macro-‐economics,• Industry Analysis (~25 industries).

• Specialism in Emerging & Frontier Markets.• Formed in 1984; became part of the Fitch Group in 2014.• Headquartered in London; offices in US, Singapore, South Africa, Dubai & Hong Kong.


Marketing at BMI

• Two main sources of revenue:• Enterprise Customers who subscribe via our online platform,• Reports Customers who buy individual reports.

• Marketing historically focused entirely on Reports Customers; Reports P&L sat with Marketing, not Sales.

• Lists of Leads were researched by a 3rd party.• Product Marketing sent, at volume, via email & direct mail.• Little/no Sales & Marketing interaction; often perceived as “in competition”.


Change in Direction• Joined as CMO & CTO in November ‘14, with a mandate to align Marketing Strategy with the business as a whole.

• Our new strategy is simple:

• Implementation is less simple. Brought in Marketo in January 2015 as one of the key enablers.

• Key challenge is the breadth of our product line – more than 1500 products.• Customers range from wanting 1 report, to 1 entire Industry or Country, to the full range of what we publish.

Use our Content to Find & Engage Prospects, Score them, and pass them to Sales when they’re ready.


The obligatory funnel slide

Leads to Sales; Marketing Support

Content Scoring, “Top 10”

Content-‐driven Nurture, Streams

On-‐boarding, Engagement, Renewals, Up-‐sell, Cross-‐sell, at-‐risk

Traffic

See

Think

Do

Care

SEO (Moz), GDN & PPC, Social

Optimizely, RTP


Engaging Sales

• Key to the success of this strategy was the early buy-‐in from Sales.• Three key tactics helped deliver this:

1. Frequent, two-‐way communication – we worked with Sales on how we can help their process. We got their feedback on content that works/doesn’t work. We built our buyer personas with them. We built our lead scoring model with them.

2. Data – we gather as much information about a Lead’s interests as we can to help inform the Sales conversation.

3. Tangible Quick Wins -‐ the way to a Salesperson’s heart is to send them good leads, so…


We sent them leads!

• Identified top 1500 prospect companies,

• Set up a Smart Campaign to trigger when a known lead from one of those companies visits our site,

• Smart Campaign sends an email to the relevant sales person.

• Within 2 weeks this had led to a sale.


Where next?• Working closely with Sales on Lead Lifecycle & Workflow,• Evolving Lead scoring model,• Using RTP to engage unknown visitors from our Top 1500 (initially),• Optimising registration forms & processes,• Aligning team structure & campaign strategy with funnel,• Scoring Leads by interest as well as engagement,• Traffic.

• Underpinning all of this is cementing Marketing’s role within the business:• Close alignment with Sales, including shared Strategy sessions,• Close alignment with Analysts around content.

Thank You!Thank You!

Measurable results with data-driven customer dialoguesMeasurable results with data-driven customer dialoguesCase: Finnish National Opera

September 22, 2015

Emma StorbackaBusiness Development DirectorAvaus Marketing


The Finnish National Opera

• Cultural institution• Xx yearly visitors• Not only maximizing sales but also societal role• International cultural institution

• 300 shows per year (Opera, Ballet and other shows, matinees and events)

• 300 000 visitors yearly• Subsidized with public funds• www.opera.fi

1. Less volatility in occupancy rates2. Improved customer experience3. Activating passive customer base4. Reduce need for ad-‐hoc campaigns

Why Marketing Automation?


Customer data as the foundation for automated and smart customer communication

Marketing Database

• Transaction data• Recency Frequency segmentation

• Next purchase –prediction


Dialogue1:Pre/Post Show Dialogue

• Welcome message 1-‐4 days before show (depending on purchase date)

• Personified with data about the show

• Encourages engagement and extends customer experience

• Mobile optimized

Welcome to the Opera –triggered from purchase data

Welcome to the Opera tomorrow!

Dynamically changed links to the right show ”find out more about your

show”


Rate your experience

Subscribe to newsletter

Engage with us on social media

”Thank you and hope to see you soon again”

Landing page with dynamic content based on feedback

Dynamic LP: Please let us know how we can improve your experience vs. Share your

experience with your network!

How likely are you to recommend the Opera

to your friends?


Dialogue 2:Activating passive customers

• Based on Recency-‐Frequency (RF) model, passive customers receive an activation email campaign

• Automated workflow, contents changed periodically

• Different content depending on previous purchasing behaviour of customer

Activation trigger for passive customers Time for your next visit to

the Opera?

Recommended showsNeed any help?


Dialogue 3:Newsletters


Modular newsletters drive engagement and revenue and are improved via a/b testing

37%

32%

15%

Of clicks Of tickets purchased

Of EUR €

82% 71% 52%

16% 14 % 20%

0,1% 16% 27%


Results and impact on business

Results show a positive impact compared to control group

Customers receiving marketing communication

Members of pre/post showdialogue

Tickets bought days before show +0,9 days +2,1 days

Average size of purchase (€) +69% +32%

Purchases +64% +43%

Number of tickets +69% +17%

Getting Started with Engagement Marketing - A 5 Step Process to Follow

September 22, 2015

Byrony SeifertSenior Director of Product Management and Operations, EMEATechTarget


Where do I even begin?


#1 - Start at the end, work backwards

• Back your way into the solution.• Define the end results -‐ it's a simple concept but important.• What do you want out of this?• A sale? Participation? Both?

• Defining where you want to get to helps you back into the solution.


#2 – Define the user• I have six key questions that I ask every time I do a campaign.• Don't start out trying to get it all in.• Build slowly to the nuances, define your user and the most important actions of that user.

1. Average sales cycle?

2. Average sale price?3. Does engagement with

the brand matter?

4. Does job title matter?

5. What is the best content mix for a sale?

6. What follow-‐up is being done with the marketing qualified responses?


#3 – The content audit

• The key step.• Don't map your content to your campaign without auditing everything you have.• List EVERYTHING• If you do this -‐ your building stage will be easy.


Content audit exampleLifecycle Stage Content

GoalContent Description

Priority Format(s)

Message Point-‐of View

Content Gating

Time Spent

Distribution Channel(s)

KPI

Awareness Inform Showcase Alignment

News & Social Feeds, Blogs, Videos, Articles

Editorial, Expert, Vendor, Peer

Ungated <30 sec. Site, Pubs, IT Communities, Social

Engagement,Sentiment, Sharing, Views, Influence

Educate Begin to presentperspective

Social Feeds, Blogs, Videos, Articles, Infographics


Ungated <3 mins. Site, Pubs, IT Communities, Social

Engagement,Sentiment, Sharing, Views, Influence

Describe Push perspective& build leadership

Blogs, Videos, Infographics, Press Releases, Reports, White Papers, Webcasts

Expert, Vendor Either <10 mins.

Site, Pubs, IT Communities, Social. Events

Engagement,Sentiment, Sharing, Views, InfluenceConsideration

Challenge Drivemethodology adoption

Videos, Reports, White Papers, Webcasts

Vendor Gated <10 mins.

Site, Pubs, IT Communities, Social. Events

Influence, Re-‐engagement, Dwell, CTA Conversion rate

Decision Compel Drive urgency Spec Sheets, Guides, ROI & TCO Calculators, Testimonials


Either <5 mins. Site, Pubs, IT Communities, Social

CTA Conversion rate, MQL/SQL conversion rate


#4 – Think of the variables

• It’s very simple – just create answers to the following:• Countries?• Languages?• Markets?


#5 – Layout the plan and triggers

• Scoring is an option, response goals and metrics are important• Triggers even more important.• Warning – over half of you will find that when you do this step that you’ll see that you don’t have enough content• Don’t fret – build to your current content• Identify the holes to fill in the future.


Final result – an example