reach force marketing automation mini conference - 6/18/2013

Secrets of an Award-winning Marketing Automation Ninja

June 18, 2013

Steve SusinaDirector of Demand Generation Services

Crain Communications /

Business Insurance Magazine

| © 2013 Business Insurance

• 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)

• Industry trends– Declining marketing budgets

– Print a smaller proportion of mix

– Emergence of Content Marketing

– Shift to mobile devices

About Crain Communications

Business Media still plays a vital role in educating the customer universe


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Traditional Demand Generation: supporting our advertising sales

Audience Development: Growing our print subscribers and registered online users

A technology platform to support Demand Generation services

How we use Marketing Automation


How has Marketing Automation helped us?

• A 43% increase in registered online newsletter subscribers

• A 2% increase in paid print subscribers

• A 71% increase in registrations for the annual Virtual Conference on Workers Compensation

• Nearly $550,000 in new advertising revenue for Demand Generation Services

– 12 Customers running 23 total programs.

– Average deal size of $26,550

• External Programs for customers that delivered & 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 website visitors (over 3,900/day), with a conversion rate of 2.6%

Marketo Revenue Performance Award-winning performance – Most Dramatic Business Impact


How business used to sell . . .

• Buy or rent lists

• Sort by region/rep

• Assign

• Make reps spend their days cold calling

• Profit


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

Customer Buying Journey

Early Stages Middle Stages Late Stages Purchase

Create willingness to consider changing

Status Quo

Consider alternative solutions (not vendor

specific)

Consider alternative vendors

Commit, renew and repurchase

Awareness/SEO Content Audience Database

Social, Syndication, SEO Promotion, Event

Sponsorship

300+ years combined editorial experience

45K Print

225K Known Online

680K Anonymous

Marketo Lead Scoring across six

profiles

Business Insurance Investments

Print & Online Advertising

Webinar & Events

Demand Generation Services

Content & Marketing Services


• 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 and onsite 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 revenue

from a $50,000 investment

Lead Nurturing Performance example:


Early Stage

• Audience Acquisition– 16,093 Page Views w/ad

– 132,522 Newsletter Views*

– 271,123 Email Invitation Messages delivered

– 14.1% Open Rate

– 1.1% Click through rate

Late Stage

• Nurturing Campaign– 4,585 Messages delivered

– 34.7% open rate

– 12.9% click through rate

Deeper Engagement In Later Stages of Campaign

• 246% increase in Email Open Rate• 1172% increase in Click Through Rate

* 13x in Specialty Risk Newsletter distributed to 10,194 emails

Nurturing Effect on Engagement:


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)


Normal 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 each step

– Sent, Opened, Clicked, Registered


One 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 a triggered campaign based on the click

• Conversion metrics at each step

– Sent, Opened, Clicked, Registered


Program 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


Changes to my invitation:


Asset Differences 1 – Tokens to display recipient data

Two reasons to include the recipient’s name & email in the email message:

• Show that I already have the info– not giving up additional personal data

• In case the email is forwarded, link will register the person shown here


Asset Differences - CTALinks/CTA

• My normal Post registration page

• Included 3 times in different formats


Asset Differences – “Normal” registration

The full registration link

• In case the recipient wants to invite someone else

• In case the email is forwarded


Results


Comparison: Data Poster Download

Normal Registration One-Click

Sent 9,367 10,608

Opened 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


Comparison: White Paper Offer


Sent 23,982 5,012

Opened 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


Comparison: Webinar Registration


Sent 81,503 25,369

Opened 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


Challenges

• Forwarded emails or additional staff registrations

– If you only have a one-click for registration, the message can’t be forwarded or other people invited

• Javascript disabled

– Technical issue with Marketo recognition of “Clicks link in Email” 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, but wasn’t the case.


Lessons:

• There is a different willingness to share information depending on asset type:

– Low Willingness: Data Posters/Infographics or Video

– High Willingness: Webinars, White Papers

• Still, there is almost always some improvement using one-click/no-form response

• This won’t work if you don’t use some form of Marketing Automation for click-tracking

• Good data quality is essential – we used ReachForce data append before even thinking of this type of program.

Thank you!