August Wine and Web: Marketing Automation with Steve Susina of Crain's

Steve Susina is the Director of Demand Generation Services for Crain

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    Steve Susina is the Director of Demand Generation Services for Crain
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    August Wine and Web: Marketing Automation with Steve Susina of Crain's
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    • 1. Wine, Web, & Marketing Automation August 27, 2013 Steve Susina Director of Demand Generation Services Crain Communications / Business Insurance Magazine
    • 2. Page 2 | © 2013 Business Insurance How many work in a building that looks like a Marketo Revvie? Photo Source: Thinkstock
    • 3. Page 3 | © 2013 Business Insurance 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
    • 4. Page 4 | © 2013 Business Insurance Crain & our Challenges •  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) •  Our Industry trends –  Flat/Declining marketing budgets –  Smaller proportion spent on print ads –  Emergence of Content Marketing –  Shift to mobile devices Yet, business media still plays a vital role in educating the customer universe
    • 5. Page 5 | © 2013 Business Insurance 3 Basic Objectives of Marketing Automation Systems: Generate Leads Nurture Leads Qualify Leads
    • 6. Page 6 | © 2013 Business Insurance Seems like a simple, straightforward process, right? Generate Leads Nurture Leads Qualify Leads
    • 7. Page 7 | © 2013 Business Insurance Reality is more complex Source: Forrester Research
    • 8. Page 8 | © 2013 Business Insurance Translates to the “Demand Waterfall” Prospect MQL SAL SQL
    • 9. Page 9 | © 2013 Business Insurance The “old” Sirius Decisions Demand Waterfall Prospect MQL SAL SQL
    • 10. Page 10 | © 2013 Business Insurance Sirius Decisions Demand Waterfall Prospect MQL SAL SQL
    • 11. Page 11 | © 2013 Business Insurance DemandGen – “Hourglass” Prospect MQL SAL SQL
    • 12. Page 12 | © 2013 Business Insurance Regardless of Process, Optimization is goal Move Leads from stage to stage Attract & Engage new prospects Optimize conversions Pass to sales for closure Measure
    • 13. Page 13 | © 2013 Business Insurance Enter Marketing Automation.
    • 14. Page 14 | © 2013 Business Insurance Market History & Consolidation:
    • 15. Page 15 | © 2013 Business Insurance Basic Components of an MA system: •  Database of Prospects/Leads •  Digital Asset Creation Capabilities –  Landing Pages –  Registration Forms –  Email Messages –  Content Management (for images, PDFs, etc) •  Marketing Campaign Automation –  Email Marketing (Batch & Blast) –  Triggered Events –  Sequenced Events •  Lead Evaluation (Scoring) Capabilities
    • 16. Page 16 | © 2013 Business Insurance LEAD GENERATION
    • 17. Page 17 | © 2013 Business Insurance LEAD SCORING
    • 18. Page 18 | © 2013 Business Insurance What is Marketing Automation? 1.  Software that gives a company the tools it needs to accelerate the sales funnel: –  10% Increase in Revenue (Gartner) –  26% Increase in Lead Conversions (Aberdeen) –  33% improvement in Cost Per Lead (Forrester) 2.  Software that Manages time consuming, complex & repetitive tasks: –  Campaign Management –  Monitoring Website activity –  Delivering content –  Email Marketing –  Lead Database management –  Analytics –  Behavior/Tracking –  Demographics
    • 19. Page 19 | © 2013 Business Insurance What is Marketing Automation? •  Deliver Marketing Content –  Right mix of information –  Right stage of the buying cycle –  Delivered via a structured systematic approach that requires minimal active intervention •  Rate Engagement –  Monitor engagement with relevant content –  Reflect relative importance of engagement •  Qualify to Buy-Ready –  Identify the behavioral signals that suggest someone is ready to speak with a sales professional.
    • 20. Page 20 | © 2013 Business Insurance My Working Definition of Marketing Automation •  Capabilities that make it easy for you to deliver: –  The right content –  Via the right environment –  Using the right tools •  To manage your: –  customer data –  marketing content –  marketing engagement •  To help you: –  Identify potential sales prospects early in the buying cycle –  Assist them (and monitor them) as they move through the buying cycle –  And turn them into Qualified Leads Customer Database Marketing Content Engagement Strategy
    • 21. Page 21 | © 2013 Business Insurance Why? Managing Complex & Repetitive Tasks: e.g. webinar •  Asset Creation: –  Email Invitation –  Landing Page –  Registration Form –  Thank-You Landing Page –  Calendar Reminder –  Thank-You Email –  24 Hour reminder –  1 Hour Reminder •  Programming: –  Send Invitation –  Collect Data from Registration Form –  Send Thank-You and Reminder messages –  Send registrant data to Webinar hosting service –  Send One follow-up message to attendees –  Send a different one for no-shows
    • 22. Page 22 | © 2013 Business Insurance Let’s Look at an Example:
    • 23. Page 23 | © 2013 Business Insurance •  Website Template: •  Marketing Automation Template: Difference between Web Page & Landing Page Why? Drive to a single CTA
    • 24. Page 24 | © 2013 Business Insurance Progressive Profiling Forms
    • 25. Page 25 | © 2013 Business Insurance Progressive Profiling Forms
    • 26. Page 26 | © 2013 Business Insurance 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)
    • 27. Page 27 | © 2013 Business Insurance Landing Page Template Template Template
    • 28. Page 28 | © 2013 Business Insurance Drag & Drop to Create Landing Page Rich Text Form Image Button is programmed to open a 2nd landing page . . .
    • 29. Page 29 | © 2013 Business Insurance Follow-Up or Thank You Landing Page
    • 30. Page 30 | © 2013 Business Insurance Patterns start to emerge Rich Text Image Template Template
    • 31. Page 31 | © 2013 Business Insurance And with the email . . . Button is programmed to go to landing page. . .
    • 32. Page 32 | © 2013 Business Insurance And again, the patterns. . . Rich Text Image Template Template Image Button is programmed to go to landing page. . .
    • 33. Page 33 | © 2013 Business Insurance Behind the Scenes – Send an Invite:
    • 34. Page 34 | © 2013 Business Insurance Behind the Scenes – Triggered Activity:
    • 35. Page 35 | © 2013 Business Insurance Behind the Scenes – Campaign Flow:
    • 36. Page 36 | © 2013 Business Insurance Nurturing (Sequential Email) Example •  Ac2on: Request Campaign: Welcome Email Series 1.  Call to ac2on: Sign up for segmented newsleBers 2.  Call to ac2on: Sign up for “Solu2on Arc” 3.  Call to ac2on: Watch Video 4.  Call to ac2on: Send message to editor
    • 37. Page 37 | © 2013 Business Insurance How do I keep this all straight?
    • 38. Page 38 | © 2013 Business Insurance Finally, some tips on making Marketing Automation Useful: •  Learn basics of CSS/HTML •  Map out your entire campaign before starting to code – know what you have to build, and any dependencies. •  Accept that there is more than one way to accomplish just about anything via Marketing Automation! •  Begin with the end of the campaign in mind •  Take on some stretch concepts – eg. APIs •  Invest time (and budget) for data quality. each year •  Review basic rules of logic (those 5th Grade Venn Diagrams!)
    • 39. Page 39 | © 2013 Business Insurance A Few Other Things Learned on the Highways and Byways of Marketing Nation •  Accept that there is more than one way to accomplish just about anything via Marketing Automation! •  Beginning with the end of the campaign in mind •  Take on some stretch concepts – e.g. APIs •  Invest time (and budget) for data quality •  Review basic rules of logic (those 5th Grade Venn Diagrams!) A B
    • 40. Page 40 | © 2013 Business Insurance Contact Information Steve Susina Director of Demand Generation Services Crain Communications / Business Insurance 150 N. Michigan Chicago, IL 60601 Email: ssusina@crain.com Phone: 630.660.3595 Twitter: @ssusina LinkedIn: http://www.linkedin.com/in/susina
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