HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campaigns with Marketing Automation Software
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Integrating Print into Your Customers’ Campaigns with
Marketing Automation Presented by MindFire and HP
3/06/2014
Your Presenters
Lisa Arsenault President McArdle
Joe Manos Executive Vice President MindFireInc
Gershon Alon Manager, Workflow Solutions HP Indigo
Today’s Roadmap
§ Find customers that benefit from marketing automation, and sell them more profitable services.
§ Increase your print revenue leveraging direct mail in conjunction with email, text, voice, social and web channels.
§ View how the HP – MindFire solution, will enhance your productivity and simplify the MA + Print workflow in all areas
§ Create NEW, predictable recurring revenue by offering
“ongoing” lead generation and lead nurturing campaigns.
Why should you care about Multi-channel Marketing Automation?
In
It’s top of mind with your customers
• 80% of marketers plan on implementing Marketing Automation Solutions
• 60% of these
marketers are looking for a partner to help them
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
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
Marketing results SCREAM for help…
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
Marketers that use automation are
more effective than their peers…
2013 Lenskold Group / Pedowitz Group Lead
Generation Marketing Effectiveness Study
12/3/13 Marketing Automation Bolsters Content Marketing Effectiveness - Direct Marketing News
www.dmnews.com/marketing-automation-bolsters-content-marketing-effectiveness/article/323292/?DCMP=EMC-DMN_iMktingNewsDaily&spMailingID=74988… 1/4
Marketing Automation Bolsters Content Marketing
Effectiveness
Phil Britt
December 02, 2013
Marketing Automation Bolsters ContentMarketing EffectivenessMarketers who use automation are more effective than
their peers—especially when it comes to using content
marketing for lead generation, according to the 2013Lenskold Group/Pedowitz Group Lead GenerationMarketing Effectiveness Study. Additionally, the report,
which is based on a survey of 323 B2B lead generation
marketers, says that content marketing represents
nearly one third of the average budget for lead
generation marketing.
However, automation alone isn't the only practice that
makes highly effective marketers more successful than
their peers in terms of content marketing and lead
generation. “Marketing automation is not the ultimate
answer for content effectiveness,” says Debbie Qaqish,
partner and chief strategy officer of Pedowitz Group.
“Highly effective, efficient marketers” do a much better job repurposing content, capturing data regarding the content,
customizing content for audiences with specific job titles, and intelligent targeting, according to Qaqish. These
marketers have a much more developed business process for content marketing than do their peers.
DELL-ving Into the Future
Infographic: How Organized Is Your Marketing Organization?
Welcome, Guest!
Study Conclusions
• 4 in 5 Top-Tier Marketers have marketing automation integrated with sales or CRM systems (13%)
• With another 10% using MA not integrated (with sales or
CRM) • They are much more likely to use lead scoring
– Focused on finding and developing best prospects (to sales ready)
– To drive increased sales and revenue
• This group also measure key financial outcomes • They also do a much better job of repurposing content for
different parts of the buyers journey
Source: IDC
Mobile is eating the
world
The consumer is in control
?!
$1.2 billion Forecasted Spend on Marketing Automation Technology in 2014
Source: David Raab, Principal at Raab Associates Inc. Publisher of the B2B Marketing Automation Vendor Selection Tool.
Still very early…
CRM forecast from Gartner Forecast: Enterprise Software Markets, Worldwide, 2012-2017, 2Q13 Update
Print is IGNORED
Your mission, should you chose to accept it ….
Applications
§ Contact forms on any website or landing page can trigger a personalized print piece
§ Drip-and-nurture sequences utilizing
email, print, and landing pages to move prospects through the buying process
Orchestrate All Channels
Outbound channels
Inbound channels
Gershon Alon Manager, Workflow Solutions HP Indigo
§ Sophisticated rules-based variable data
§ Dynamic image and text manipulations
§ Integration w/3rd-party content (e.g., maps, barcodes, charts)
§ Easy interface, compatible w/QuarkXPress® & Adobe® InDesign®
§ Access to full design program functionality
Starting with a blank canvas ...
Create a simple marketing workflow
Add the HP SmartStream element
Use SmartStream Designer to create the
print piece
Upload, then select the print template
Specify how you want to receive the print-
ready PDFs
Map the print template’s fields to your Studio fields
Set your “Wait” period
Let’s have this created right away
Your Indigo
When someone tickles this trigger, a print-ready PDF is created in the cloud, and placed in your hot-folder
Case Study PIP Printing and Marketing Services
Using the Integrated HP - MindFire Workflow
r. Sample A Sample 23 Main Street nytown, US 12345-6789
M 1 A
LARGE FORMAT 30 day DRIP MARKETING PROCESS
EMAIL1 microsite Week one FSI Email.
Microsite Enter for a free print and redirect to seepip.com website.
Brochure 25 days after entry
EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry
POPOUT MAILER 30 days after entry
get on track with pip..
TRIFOLD Mailer 2 days after entry
QUICK SNAPSHOT OF OUR CAMPAIGN IN MINDFIRE STUDIO.
r. Sample A Sample 23 Main Street nytown, US 12345-6789
M 1 A
EMAIL1 microsite Week one FSI Email.
Microsite Enter for a free print and redirect to our free print microsite.
Brochure 25 days after entry
EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry
POPOUT MAILER 30 days after entry
get on track with pip..
TRIFOLD Mailer 2 days after entry
DRIP PROCESS SALES REP USER INTERFACE
EMAIL 1 First piece to go out in the drip process. Email is sent out immediately after the prospect/client is entered into the process.
John,
TRI-FOLD BROCHURE Delivered two days after entry was made.
John,
EMAIL 2 Email is sent out 10 days after entry was made.
3 DIMENSIONAL TUBE MAILER Delivered 19 days after entry is made.
BROCHURE Delivered 25 days after entry is made.
POP OUT MAILER Sent out 30 days after entry was made.
MICROSITE INTRO PAGE All marketing pieces push people to this site. This is how the customer receives their free print.
MICROSITE THANK YOU PAGE Variable information populates the thank you page with rep and customer information. Also a trigger sends a notification immediately to the rep to contact the customer.
• All marketing pieces in the campaign push clients/ prospects to a micro-site for a free 24x36 print
• Both 3 dimensional pieces show and talk to our clients/prospects about the
capabilities that we have in print and packaging • Having the reps enter one person at a time allows us to generate high end
- complex pieces that are time sensitive for production • Automating the variable print piece process saves us tremendous time in
production • Our reps no longer have to worry about sending out material in a timely
fashion with an automated process
Campaign Overview
• 62% of those entered into the campaign returned calls, set up appointments or used our large format services
• One local bank institute that hasn’t used us in a couple years
contacted us in regards to designing and printing all the lobby art in over 20 of their branches
• Our sales manager is now able to track all sales entries and
follow up with our sales team • Our sales staff can now check in real time end user’s activities
within the campaign
Campaign Results
• Printed pieces that can evolve based on how an end user goes through a campaign
• Personalized printed pieces that are produced with HP SmartStream
Designer can be integrated into MindFire Studio • Being able to integrate variable print along with all the other marketing
pieces in a drip nurture process through MindFire Studio • Tracking ROMI on all aspects of your campaign
under one roof • Diverse printed pieces based on user/sales rep entries
Key Components To Print Automation via – MindFire Studio and HP SmartStream Designer
ADVANCED MARKETING AUTOMATION CASE STUDY
MODERN MARKETING
Welcome Lisa…
Lisa Arsenault President McArdle lisa.arsenault@mcardlesolutions.com
Association Nuturing Program
Objective A Professional Health Care Association wants to identify and educate potential members on the value of their service versus competitors They offer an internationally renowned credentialing program to certify participants in a number of programs
Program Overview
• Program: Specialty Certification
• Theme: Get Ready… Get Set… Get Certified …
• Program Objective: Drive awareness towards certification to include benefits and resources available based on specialty need
Rented Email
Rented Mail
Previous Data
Email address and specialty
Microsite w/Survey
Thank you
The answer to survey #2 determines where the prospect enters the drip track.
1B
Yes No
1A
Yes No
2a
2B
Yes No
3a
3B
Yes No
4a
4B
Yes No
5a
5B 6
7
8
9
10
Yes No
Yes No
11a
12 11B
1
2
3
4
5
Non Responder Any email that does not fill out the survey.
30 days
30 days
30 days
30 days
After 3 attemps, email stops and we bucket these for a future communication. We will need to know where they stopped.
10
5 days
5 days
5 days
4 weeks
4 weeks
4 weeks
4 weeks
4 weeks
4 weeks
6 weeks
All "B" emails are stay in campaign emails - they will be deployed every 3 weeks, for 3 times
Eligibility
TCO
Sample Qs
Study Plan
Start Studying
25-50-75-100
50-75-100
75-100
Done?
Applied?
Scheduled
Congrats!
Program Elements
• Target Audience: Registered members that have recently completed 30 hours of CE in one of twelve specialties
• Campaign Architecture: – Duration: 12 months
– Number of records: 25,000+
– Touches: Alternating e-mail and direct mail outreach with targeted e-mail nurturing for both responders and non- responders
Comprehensive Design & Launch
• Services Provided – All copywriting and design
– Marketing program design and implementation
– Personalized Micro site development
• All triggered activity associated with visit
– E-mail and print development
– Monthly results tracking and reporting
Get Certified Postcard
• Very tight messaging on why • Great offer • Clear call to action • Ongoing touches to continue
dialogue on the value and program
• Very targeted, personal messaging
• Lead nurturing, ongoing dialogue
• Information gathered with each touch
• Varying subject lines and body text
Personalized Microsite Page
• Clear offers
• Tell us more… • Gather marketing intelligence
• Links to more information
Results Achieved
• Response rate: 22.54%
• Visit Rate: 5.83%
• Responding Members: – 2089 or 7.59% became
certified – Significant new customer
acquisition and revenue growth
– They were thrilled with the results!
Lessons Learned
• From a new program point of view
• What have you learned from the program experience?
• What has changed?
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Summary
• PSP’s need to extend these services to “all” customers
• Today’s marketing requires more targeted, ongoing lead nurturing and sales ready programs
• One and done programs are in the past
• Optimize you program workflow by leveraging the HP – MindFire integrated solution – Increase top line revenue & productivity – Decrease cost to produce
W2P Storefront
Print Production Multiple Channels
Campaign Workflow and Reporting Dashboard
CRM
White Label Program
Fill out the hand outs and bring them now to enter to win!
Meet with the MindFire team at Booth #501
Dscoop9 Opportunities See us at Booth # 501
You could win $1,000 Visit: http://mydscoop.com
Dscoop Offer for the HP-MindFire Integration • 3 months free if you sign-up at the show
Dscoop Offer for Studio Training
• Buy one seat, get one seat FREE ($1,250 value)
Ready for the Studio? • Save over $1,000 at Dscoop9
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