How Marketing Automation is Changing The Printing Industry

Saturday, February 23 2:15 to 3:15pm

Joe Manos Executive Vice President MindFireInc jmanos@mindfireinc.com @jemanos

Ted Raymond Principal Allegra Marketing & Print ted@allegraaz.com @AllegraAZ

Today’s presenters

Agenda I.  What marketing automation is and why it is

important to you?

II.  How to leverage marketing automation as a service, and as a tool to grow your business

III.  Real-life examples of drip marketing campaign with multiple lead nurturing sequences

Q & A

WHAT IS MARKETING AUTOMATION, AND WHY IT IS IMPORTANT?

Trends driving Marketing Automation

•  First let’s examine why Marketing Automation has become the #1 focus area

•  There are clear trends

driving corporate marketers to seek partners to help them manage this new area of opportunity

CMOs Declare 2013 the Year of Digital

•  A new CMO Council Study reports the following:

–  60% of CMOs think their digital strategies lack

innovation –  Fewer than one in five CMOs think their organizations

are any good at digital marketing –  They are charging into Big Data

•  Data and web analytics are going to be big hiring priorities for marketing departments, says Liz Miller, VP of the CMO Council, which counts more than 6,000 members worldwide

Additional Findings It's a directive from the top The CEO is saying to the CMO, “Listen, customer preference is controlling the switch, so come to me with accurate measurement, give me visibility into the marketing spend”

60% say they will be making agency changes this year to address a lack of innovation and dearth of value-added thinking from their outside partners

Marketers are looking for help! •  According to a study by The Horn

Group and Kelton Research: –  80% of chief marketing officers

feel marketing automation will increase in importance over the next five years.

•  In the same study:

–  60% of CMOs indicated that they are unable to find a partner to meet those needs.

•  As such, unparalleled opportunities

exist for service providers that produce measurable results through a blend of traditional and digital services

Need A Game Changer When I reflect on the state of marketing automation, three stats paint a very ominous picture:

•  70% of the buy cycle is complete before sales engages with buyers

•  Only 50% of a typical sales team achieves quota

•  Only 10%-15% of new leads are considered sales ready

What does this mean for Marketing Teams?

•  Typically “Resource Challenged” in this area •  Ready to Leverage Multi-channel digital online campaigns •  Ready to benefit from enhanced Contact Centric tracking

and measurement •  Leveraging mobile marketing as a critical strategy •  Working with innovative partners •  Looking for help and expertise for Marketing Automation

success

Tap into growing markets

•  Forrester predicts spend on interactive marketing (email, mobile and social media) will grow from $4.7b in 2011 to $15.7b in 2016

•  International Data Corporation predicts Marketing Automation will grow from $3.2b in 2010 to $4.8b in 2015

Marketing Automation can help you Grow Your Business

Generate quality leads and close more deals–faster

with marketing automation

Drip marketing •  Key concepts:

–  Lead generation –  Lead nurturing –  Lead scoring

•  Sending scheduled outbound messages to move the leads forward in the sales funnel, incrementing the lead score…

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

HOW TO LEVERAGE MARKETING AUTOMATION AS A SERVICE, AND AS A TOOL TO GROW YOUR BUSINESS

How can Marketing Automation help you sell more?

Two key ways: 1.  A new highly in-demand service you

can offer to your customers

2.  A new tool you can use for your own marketing (self-promotion) to grow your business

Offering Marketing Automation as a New Service

We will review several real-life

examples Created by Ted and his team at

Allegra Marketing & Print

The Path to MSP •  The twenty mile

march –  Amundsen vs.

Scott –  Printer vs. MSP

•  Our early approach –  Marketing Plans –  Marketing Strategy

•  What we learned –  New business –  Existing accounts

Roald Amundsen

Organizational changes •  Invest in human

capitol •  New roles were

needed –  Design –  Web development –  Copywriters –  Art directors –  Strategist –  Data managers –  IT –  SEO / SEM

Building the organization •  Evolve your business model

–  In house vs. outsource…. or both

•  Think about scheduling –  Project management is different with marketing

projects •  Create time for non billable activities

–  Training –  Brainstorming –  Culture building

Selling marketing automation •  Identify new stake

holders •  Understand key

business issues •  Have a conversation

about business not printing or marketing

•  Solve a problem don’t sell a product

Stakeholders •  When selling marketing automation you need

to bring all the stakeholders to the table –  Sales –  Marketing –  IT –  Database Managers –  Finance

•  Engage executives, middle managers and users in the discovery process

Asking the right questions •  Because marketing automation impacts so

many areas of the sales process you must ask the right questions –  Understand sales process –  Get clear on the marketing approach –  Create internal service level guarantee –  Find out KPI’s.

•  cost per lead •  cost per conversion •  Average time to close

Pitching the program •  Bring the

stakeholders together

•  Create a formal presentation

•  Use visuals •  Highlight the

business result not just the process

•  Provide a formal proposal not a quote

Pricing marketing automation •  Don’t think about a

cost plus model •  Understand the

financial impact a program has on your client

•  Sell programs on a contractual basis

Who to target •  Companies with an

outside sales force

•  Companies that have some type of database or CRM

•  Companies that have a higher ticket product and / or long sales cycle

•  Client – World At Work – Global trade association of HR

professionals •  Program – Drive additional

awareness of W@W program areas and further increase segmentation.

•  Channels – – Direct Mail – Email – Micro-sites

Basic Lead Nurturing

Basic lead nurturing

•  Start with a simple campaign

•  Drive to micro-site •  Trigger leads based

on response

•  Consider multiple touches

•  Client – Republic West –  Home Improvement company with division in window & door

replacement, kitchen remodel, bathroom remodel, room additions.

•  Program Objectives –  Reduce time to close –  Reduce cost per conversion –  Improve productivity per rep

•  Channels –  Online Search –  Direct Mail –  Email –  Micro-sites

Intermediate Lead Nurturing

Intermediate Drip

•  Segmented by area of interest.

•  Twelve touches over three months

•  Behavioral based “Lead score”

•  Client – American Solar –  Residential solar installer based in AZ with 10 years experience

•  Program Objectives –  Grow top line revenue by 30% –  Reduce cost per conversion –  Improve productivity per rep

•  Channels –  Paid Search –  Referrals –  Event registration –  Direct Mail

Advanced Marketing Automation

Tactics and outcomes

•  We conducted an in-depth needs analysis of both sales and marketing

•  Primary tactics of the program. – Provide a differentiation when American

Solar was the alternative bid. – Provide a solar education for leads that

are not sales ready – Provide “drip” for leads that are currently

“No Go” but may purchase in the future

Advanced Marketing Automation •  Multiple inbound

channels –  Event registration –  Paid Search –  Direct mail –  Referrals

Paid search is an increasingly important part of the strategy

Everything in CRM •  In any automation

system a data warehouse is essential

•  This impacts multiple stake holders –  Sales –  Marketing –  IT –  DB Manager

SalesForce.com integration •  Workflow starts

with the sales team

•  “Second Bid” drive first logic point

•  Lead status drives all other drip campaigns

Second Bid

Lead Status

Build workflow based on outcomes •  Identify key decision

points for the buyer

•  Understand the buying cycle

•  Get into the clients head

•  Build a workflow that provides value through education or offers

Lead scoring •  Develop a lead

scoring model –  Look at

measurable behaviors

–  Make assumptions on behaviors. Test, Test, Test

•  Provide value for specific recipient behaviors

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Develop assets

•  Write compelling copy

•  Create visual assets

•  Develop offers –  White papers –  Buyers guides –  Tip sheets –  3rd party reviews

Prelaunch •  Program business

logic

•  Create HTML version of the emails

•  Host downloadable assets

•  Review scoring models

Testing

•  Create multiple personas

•  Test, Test, Test –  Browser rendering –  Triggers –  Scoring –  Reporting

How does it work

•  Inbound leads come from multiple sources but all drive to CRM

–  API integration for all leads captured electronically.

–  Referrals entered by sales rep into SalesForce.om

Drip emails •  Each workflow has

seven touches

•  Each touch has multiple scored behaviors

•  When 50 point threshold is hit report sent to sales rep

•  All behaviors can be measured

How to get started

•  Just do it – If you wait until you’re comfortable you’ll never start

•  Start with a simple campaign and learn

•  Build one for yourself •  Work with a client who is collaborative

Q & A

Joe Manos Executive Vice President MindFireInc jmanos@mindfireinc.com @jemanos

Ted Raymond Principal Allegra Marketing & Print ted@allegraaz.com @AllegraAZ

Thank you!