secrets of a marketing automation ninja

SECRETS OF A MARKETING AUTOMATION NINJA


With Steve Susina (Ninja) & Mary Firme Chief Lead Accelerator (ReachForce)

§  Mastering lead data quality for B2B Marketers for nearly a decade

§  Driving innovation in digital marketing with the Connected Marketing Data Cloud to build quality leads, shorten the buying cycle & increase revenues.

§  Providing a comprehensive view across inbound, events, marketing automation and sales automation

REACHFORCE INTRODUCTION

•  25% of the average B2B database is inaccurate •  60% of companies surveyed had an overall data health scale of “unreliable” •  80% of companies have “risky” phone contact records “The Impact of Bad Data on Demand Creation” - Sirius Decisions

POOR DATA QUALITY IS COSTING YOU $$$

Brian Hansford, Marketing Automation Practice Lead, Heinz Marketing

“Using a database of 100,000 contacts, a strong organization will realize nearly 70% more revenue than an average organization based purely on data quality!” “The Impact of Bad Data on Demand Creation” - Sirius Decisions

INDUSTRY EXPERT OPINIONS “…Marketing automation was a good first step, but it primarily served to automate the transactions for marketing. What ReachForce is pursuing will allow marketers to take the next step toward more intelligent targeting or more valuable customer engagement.”

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“We’ve seen that B2B marketers can’t run their business on a single execution system and can’t work effectively with multiple, disconnected execution systems….. Happily, there’s a practical solution: build a separate integration layer using ReachForce that connects the execution systems without replacing them.”

Lori Wizdo, Principal Analyst, Forrester Research

David Raab, Raab & Associates

HOW DOES REACHFORCE HELP YOU?

•  4X lead engagement •  Cut buying cycle by 50%

TIME

LEADS IN RESEARCH AND PROGRESSIVE PROFILING ENGAGE/TURN INTO OPPORTUNITIES

Loss of opportunities due to profiling

requests & irrelevant messages

LEADS IN / ENGAGE/TURN INTO PROGRESSIVE PROFILING

Start with an advantage!

TIME OPPORTUNITIES

DATA QUALITY IMPACT ON SALES PIPELINE

*Following data quality best practices generates a 66% increase in revenue

“The Impact of Bad Data on Demand Creation” Sirius Decisions, 2012

INQUIRIES

MARKETING QUALIFIED

LEADS SALES

ACCEPTED LEADS SALES

QUALIFIED LEADS CLOSED

WON

*25% Improve data on entry

Accurate leads provided to sales

Sales has rich info to engage and qualify

Single version of the truth – sales & mktg

Poor targeting Bad lead routing Compensate w/ volume

Poor quality handed to sales Different data between MAP and CRM

Sales has to fill in gaps w/ their own research Valuable sales time is eaten up and sales doesn’t get to all leads

Poor alignment of contact and activity between MAP and CRM Sales and marketing not on same page with late stage contact of account

*12.5%

*5%

B2B MARKETING TODAY Priorities

§  Accountability for revenue

§  Engage with prospects and customers

§  Aligning sales and marketing

Challenges

§  Ever-increasing channels to/from prospects

§  Getting attention through the “noise”

§  Breaking down silos in the organization


With Steve Susina (Ninja) & Mary Firme Chief Lead Accelerator (ReachForce)

SECRETS OF AN AWARD-WINNING MARKETO NINJA OCTOBER 16, 2013

Steve Susina Director of Demand Generation Services

Crain Communications /

Business Insurance Magazine

Company Overview

Steve Susina Marketing Director Lyons Consulting Group

§  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 §  Shi" to mobile devices

ABOUT CRAIN COMMUNICATIONS

Business Media s2ll plays a vital role in educa2ng the customer universe

1

2

3

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? §  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 that generated 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 Drama2c Business Impact

HOW BUSINESS USED TO SELL . . . §  Buy or rent lists §  Sort by region/rep §  Assign §  Make reps spend their days cold calling §  Profit

§  Buy or rent lists §  Sort by region/rep §  Assign §  Make reps spend their days cold calling §  Profit

Supported by Brand Advertising & Public

Relations

HOW BUSINESS USED TO SELL . . .

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 poten2al 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 represents

registration for download or event

§  Conversion metrics at each step §  Sent, Opened, Clicked, Registered

NINJA MOVE - ONE CLICK REGISTRATION FLOW §  Normal process:

§  Select target list §  Filter for each required field

using “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

NINJA MOVE - 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

NINJA MOVE - 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

addi2onal personal data •  In case the email is forwarded, link will register the

person shown here

ASSET DIFFERENCES - CTA Links/CTA •  My normal Post registra2on page •  Included 3 2mes in different formats

ASSET DIFFERENCES – “NORMAL” REGISTRATION

The full registra2on link •  In case the recipient wants to invite

someone else

•  In case the email is forwarded

RESULTS

One-‐Click

Email Invita2on

Results

COMPARISON: DATA POSTER DOWNLOAD

Normal Registra2on 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 Registra2on > 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 registra2on 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%)

RegistraOons 128 (0.16%) 132 (0.52%)

Rate of registra2on > 3X baseline

NINJA MOVE - 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.

NINJA LEARNING §  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.