Download - MindFireInc and HP at Dscoop8: Grow Your Revenue and Boost Print Profits with Marketing Automation
Grow Your Revenue and Boost Print Profits with Marketing Automation
MindFireInc and HP Thursday, February 21
1:15 to 2:15pm
Presenters
Joe Manos Executive Vice President MindFireInc [email protected] @jemanos
Dave Rosendahl Co-founder MindFireInc [email protected] @daverosendahl
Gershon Alon Manager, Workflow Solutions HP Indigo [email protected] @gershonalon
Agenda
• Marketing Automation: The Opportunity for Digital Printers
• Demo: Building Campaigns with MindFire Studio
• Integrating Print into Marketing Workflows with HP SmartStream
• How to Get Started
• Q & A
MARKETING AUTOMATION: THE OPPORTUNITY FOR DIGITAL PRINTERS
Marketing automation – What and Why?
Marketing automation – What?
• Efficiency: – Streamline sales and marketing processes – Automate repetitive tasks
• Effectiveness: – Seamlessly integrate multiple channels – Trigger real-time follow ups – Gain actionable insights
Generate quality leads and close more deals–faster
with marketing automation
Key concepts
• Lead generation • Lead nurturing • Lead scoring Engaged Customer New lead
Score = 0 New lead: a name (Subscribed to your newsletter)
Sales check-in call
+10 Responded to your direct mail Score = 10
+7 days
+5 Visited your site (pricing page +10) Score = 15
+3 days
+7 Clicked your email (downloaded a Case study)
Score = 22
+10 days
+15 Attended your Webinar/demo Score = 37
Automated notification to sales team …
+5 days
Marketing automation – Why?
Technology is finally doing to marketing what it did to financial markets two decades ago: driving it toward automation and real-time analysis The future of marketing is going to be “much less art and much more science.” -- David Meerman Scott
Marketing strategist and author of The New Rules of Marketing & PR
There’s a huge customer demand for Marketing Automation
International Data Corporation predicts demand for marketing automation will grow from $3.2 billion in
2010 to $4.8 billion in 2015
~30,000 # of the U.S. businesses which have invested in marketing automation
software last year.
$500 mil. Investment in marketing automation software in
one year in the U.S.
US Interactive marketing spend: >$76B. by 2017, from <$50B. in 2013
Chief marketing officers will outspend CIOs on technology by 2017.
Source: Gartner Report referenced in InformationWeek.com
The Role of Print
• Challenges: – Emerging new media: Web, Email, Social,
Mobile – With the right technology, it’s easier to send
an email than a direct mail
• Opportunity: – With marketing automation, printing and
sending direct mail can be as easy as email – Direct mail can be used for lead nurturing in
addition to lead generation
The role of Print Service Providers • Marketers need help. Your help!
• If you are not there, they’ll find another vendor.
• It’s a natural extension of your business: The value you bring is beyond just technology: – Experience – Strategy – Implementation – Management
DEMO Building marketing campaigns with MindFire Studio
First, let’s take a look at a real-world example of an automated multi-channel marketing campaign
Direct mail:
SMS and Tweet
SMS and Email Lead Alerts
Now let’s see what happens “under the hood”…
INTEGRATING PRINT INTO MARKETING WORKFLOWS WITH HP SMARTSTREAM
MindFire Studio and HP SmartStream
Printing a direct mail piece is now as easy as sending an email…
Print is an effective marketing channel
• 3.4% response rate for direct mail vs. 0.12% for e-mail
• However, ROI of print is lower: $28.5/1 for e-mail vs. $7/1 for print
• Conclusions: – Right usage and channel mix – Need to automate the process
What MindFire and HP did?
• The components: – Creating templates with SmartStream
Designer – Automating the composition with
SmartStream Composer – Automating the submission to
production • The result: E2E solution, higher
profitability, higher opportunity for business growth
Email is sent directly to the recipients’ inbox
SMS is instantly delivered to recipients’ mobiles
TwiBer messages are published immediately
For Direct mail, the output is just a CSV file containing the recipients’ records and a zip file for QR code images. Artwork files needs to be created and sent separately.
Email is sent directly to the recipients’ inbox
SMS is instantly delivered to recipients’ mobiles
TwiBer messages are published immediately
HP SmartStream Produc.on Center + Produc.on Pro
HP SmartStream Composer
With the new integraTon, sending a direct mail piece is as easy as sending an email!
IN SUMMARY …
W2P Storefront
Print Production Multiple Channels
Campaign Workflow and Reporting Dashboard
CRM
HOW TO GET STARTED
Next steps
1. Create a free account at: http://MindFireStudio.com
2. Meet w/the MindFireInc team at booth #501 to
see a 1:1 demo (ask about our show special)
3. Join daily presentations of the new integration with HP SmartStream at booth #451
4. Attend our Saturday presentation and see how one of your peers is growing his business with Marketing Automation
Q & A
Thank you!
Joe Manos Executive Vice President MindFireInc [email protected] @jemanos
Dave Rosendahl Co-founder MindFireInc [email protected] @daverosendahl
Gershon Alon Manager, Workflow Solutions HP Indigo [email protected] @gershonalon
