Build and Run Marketing Campaigns That Drive Sales Results

BUILD AND RUN MARKETING CAMPAIGNS THAT DRIVE SALES RESULTS

Experience the Ultimate Multi-channel Marketing Campaign

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How to interact with us

Submit  ques+ons/comments  during  the  session  via  chat  

Raise  your  hand  during  Q&A  if  you  want  to  ask  a  ques+on  

Your hosts today

Joe  Manos  Execu+ve  Vice  President  [email protected]  @jemanos  

Dave  Rosendahl  Co-­‐founder  [email protected]  @daverosendahl  

Ramin  Zamani  EVP  of  Marke+ng  [email protected]  @raminzamani  

Agenda

§  Meeting your clients’ need à $ales

§  4 steps to create marketing that drive sales results

§  Interactive Demo: Multi-channel marketing campaign

§  Action Items

§  Q & A

Meeting your clients’ need Fact of life:

Your clients want you to help them sell more

stuff.

If you do, you gain more business. If you don’t, you are !red…

An Example

§  Ted Raymond Principal of Allegra Marketing & Print Seven year MindFire partner

§  Traditional printer that has evolved to meet new customer needs

§  85% of revenue comes from Marketing Automation Services – which also includes print!

Helping His Customers = Sales Case Study: American Solar

Objective was creating a lead nurturing program to: §  Grow revenue by 30% §  Reduce cost p/conversion to < $200 §  Increase p/rep sales to > $225,000 p/mo

… by end of 2013

Proposed Solution Deliverable is a comprehensive marketing automation system, including: §  Comprehensive Nurturing Strategy §  Marketing automation integrated w/CRM §  Campaign logic development §  Ongoing content creation & deployment

Initial Deployment: $30,000 Monthly Management: $1,500

Customer Win = Sales Success First month results: §  20 inquiries §  16 site visits §  $30k in revenue §  $240k in pipeline

Four key steps of an effective marketing campaign

How to build marketing campaigns that drive sales results

Four key steps of an effective marketing campaign:

1.  Create a personalized experience across multiple channels (Lead

Generation)

2.  Build and cultivate a relationship (Lead Nurturing)

3.  Find those who are most interested (Lead Scoring)

4.  Send (only) “sales-ready” leads to the sales team – immediately

Create a personalized experience across multiple channels

STEP 1 Lead Generation

 People  are  busier  than  ever:  Media  consump6on  habits  have  changed  A9en6on  span  is  less  than  9  seconds.    

Create a personalized experience across multiple channels  

§  Successful marketing campaigns utilize multiple channels to reach their target audience

§  No single medium is strong enough to cut through the clutter.

Multi-channel Marketing Campaign

Demo http://MindFireWebinars.com/demo

Email

Text message

Direct Mail

Voice message

This  is  a  sample  message  from  MindFire  Studio  for  ##firstname##  ##lastname##.  We  look  forward  to  mee+ng  with  you  in  ##des+na+on##.  You'll  find  our  group  wearing  ##color##  shirts.  See  you  soon!  

Tweet

To  get  your  message  across  you  need  to:    Orchestrate  a  variety  of  carefully  selected  channels  CraA  a  personalized  relevant  message  And  send  it  in  a  6mely  fashion  

Build and cultivate a relationship

STEP 2 Lead Nurturing

You’ve got their attention, now what?

§  You need to build, maintain and cultivate a relationship by “keeping in touch…”

§  Guide the prospects in the funnel by sending helpful, relevant information

Engaged   Customer  New  lead  

Find those who are most interested and engaged

STEP 3 Lead Scoring

Score  =  0   New  lead:  a  name  (Subscribed  to  your  newsle[er)  

Sales  check-­‐in  call  

+10  Responded  to  your  direct  mail  

Score  =  10  

+7  days  

+5  Visited  your  microsite  (submi[ed  a  page  +10)  

Score  =  15  

+3  days  

+7  Clicked  your  email  (downloaded  an  eBook)  

Score  =  22  

+10  days  

+15  A[ended  your  Webinar/demo  

Score  =  37  

Automated  no+fica+on  to  sales  team   …    

+5  days  

Send (only) sales-ready leads to the sales team for immediate action

STEP 4 Prompt Follow Up

Immediately notify sales rep

How to get started?

Conclusion §  Multi-channel Marketing is a key focus area for your customers

§  According to Horn Group and Kelton Research: –  80% of CMOs list integrated marketing services as a top focus area –  60% of the same group are actively searching for help

§  If you are going to be a relevant resource for your customers, you have to be in the game – NOW!

§  The right technology makes you a critical resource

Take it from Ted “Be like Nike … JUST DO IT! If you wait until

you’re comfortable, you’ll never start!”

“Start with a simple campaign, and learn from the experience.”

“Build a multi-channel marketing automation campaign for yourself.”

“Work with a client who is collaborative.”

“Find the right partner.”

What to do next? Take Action! §  Try MindFire Studio for Free:

http://mind!restudio.com

§  Schedule a free 1:1 business consulting session

§  Sign-up for an introduction webinar

Questions…

Contact us

Joe  Manos  Execu+ve  Vice  President  [email protected]  @jemanos  

Dave  Rosendahl  Co-­‐founder  [email protected]  @daverosendahl  

Ramin  Zamani  EVP  of  Marke+ng  [email protected]  @raminzamani  

Thank You J

Image credits •  http://www.pochoblog.com/2012/03/05/media-consumption/ •  http://www.classicalite.com/articles/374/20120727/jessica-cottis-named-

assistant-conductor-of-sydney-symphony.htm •  http://glrupert.blogspot.com/2012/09/stand-out.html