Marketing Automation Key challenges in transforming from batch and blast to persona-driven marketing

Transcription

1 Marketing Automation Key challenges in transforming from batch and blast to persona-driven marketing Byron O Dell Senior Director, Demand Management IHS Daniel Burstein Director of Editorial Content MECLABS

2 Session Speaker Black & White Byron O Dell Senior Director, Demand Management IHS Byron has enjoyed executing marketing programs and helping to evolve the science of marketing for more than 15 years. In his current role, O Dell works closely with the corporate, product and field marketing teams to deploy processes and marketing programs to drive revenue for IHS, based in Englewood, Colo. Prior to IHS, O Dell worked for IMI Norgren, where he managed the marketing efforts for the Americas region for this large engineering and manufacturing firm. 2

3 WHO IS IHS We offer information, analytics and expertise to organizations around the world. 2,600 Experts Global offices ABOUT IHS & Industry Analysts Organizations depend on our insights to help make decisions about everything from day-to-day operations to long-term investments Acquisitions since IHS 03

4 IHS Jane s Defense

5 Before: Batch and blast Lots of website traffic, no conversion Lots of contacts, no insight Unqualified leads

6 After: Personas and automation Actionable personas Higher engagement Sales alignment High-quality leads

7 Results: Massive increases in clickthrough rate 1,112% 981% 741% 398% Touch 1 Touch 2 Touch 3 Touch 4 vs. Batch and Blast Baseline

8 Personas Results: Higher-quality leads Example of personas IHS Reporting Period Marketing Contribution to Revenue: Aerospace and Defense 1 st Half % 2 nd Half % ( 83.3%)

9 Overcoming challenges Keeping the rocket fueled Getting the right content to the right people Expanding on what you thought you knew

10 Challenge: Keeping the rocket fueled

11 Initial challenge at a glance Great Web traffic Big contact list Good brand recognition Low engagement Contacts go stale Low-quality leads

12 Initial challenge at a glance Great Web traffic Big contact list Good brand recognition Low engagement Contacts go stale Low-quality leads Why automation?

13 How to determine if automation can help your company keep the rocket fueled Growing company Unengaged database Unqualified leads Not enough resources to target manually

14 Automation might not be a fit for your company if You like doing the same thing over and over again (and expect different results). You have more budget and people than time. You live in a buried bus in your backyard.

15 Challenge: Getting the right content to the right people

16 How to build personas Know how the customer uses the product Define primary personas Define secondary personas Tip: Get the right people in the right room.

17 How to build personas Tip: Keep the right people in the right room. Know how the customer uses the product Define primary personas Define secondary personas

18 Personas No, this was not one of our personas. Military/Gov t (Planning & Strategy) Strategy & Planning Research & Development Military/Gov t (Technical & Program) Training / Simulation Engineering / Technical (Military & Security) Procurement Technical Information / Resource Management (Military & Security) Intelligence Analysis Threat / Country Analyst Capability Analyst Imagery Analyst Legal Counsel Industry (Commercial) Strategic Planning / Competitive Intel Business Development Marketing Commercial Information Resource / Researcher Primary Persona Industry (Technical & Program) Engineering / Technical (A&D Industry) Product Development / Program Management Technical Information Resource / Researcher (A&D Industry) Media/Advertising/PR Reporter / Media Advertising Public Relations / Corporate Communications Military/Gov t (Planning & Strategy) Strategy & Planning Research & Development Secondary Persona

19 How to build personas Know how the customer uses the product Define primary personas Define secondary personas

20 IHS A&D Segmentation Model Buyer Personas Helps target marketing messages by knowing audience (i.e., how do they consume content) Applies not only to s/collateral, but also to assets and offers (i.e., where are they in the buyer s journey)

21 Challenge: Getting the right content to the right people

22 How To: Get fresh, high-quality content Identify segmented content for immediate engagement Build content around Value Proposition for each persona Create content around Value Proposition for becoming a customer Continue the conversation Tip: Organize to ensure the database is targeted and content is balanced across different personas.

23 How To: Get fresh, high-quality content Identify segmented content for immediate engagement Build content around value proposition for each persona Create content Tip: Content takes around muchvalue longer to build Proposition than technology for a for multi-touch becoming nurturing a customer program. Continue the conversation

24 Persona-specific messaging Day 8 Persona-based customization Inbound source customization Inbound source customization

25 How To: Get fresh, high-quality content Identify segmented content for immediate engagement Build content around value proposition for persona Create content around value proposition for becoming a customer Continue the conversation Tip: Hire a copywriter. Tip: You probably already have some of this, round it up.

26 IHS provides the best content Day 15 Download a sample IHS Jane s Defense Insight Report

27 How To: Get fresh, high-quality content Identify segmented content for immediate engagement Build content around value proposition for each persona Create content around value proposition for becoming a customer Continue the conversation

28 Ongoing nurture program Sent at beginning of the month, and then behavior-triggered.

29 Challenge: Implementing technology and changing the culture

30 How To: Implement automation technology Craft automated drip tracks for each persona Create forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Test Use A/B testing to optimize Tip: Don t stop batch and blast be smarter about it!

31 How the program works Welcome Nurture Messaging Persona Messaging Week 1: 5 Ways IHS Can Help Week 2: Case Study for you Week 3: IHS best content Week 4: Schedule Demo Week 5: Insider Drip Week 6: Insider Nurture Progressive Profiling

32 How To: Implement automation technology Craft automated drip tracks for each persona Create forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Test Use A/B testing to optimize Tip: Don t just add technology, change the culture.

33 Tip: Ask for the persona What is your current role? 33

34 Tip: Iceberg form strategy Forms Learning #1 From this short form, we get all this! Company (structured) Address Company Phone Fortune 1000 flag Industry Employee Count Annual Sales

35 How To: Implement automation technology Craft automated drip tracks for each persona Create forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Test Use A/B testing to optimize

36 Persona-specific messaging Day 8 Persona-based customization Inbound source customization Inbound source customization

37 How To: Implement automation technology Craft automated drip tracks for each persona Create forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Test Use A/B testing to optimize Tip: You don t have to build your targeted database all at once.

38 Personal info opt-in page After Before

39 Progressive Profiling: Initial sign-up Form shrunk from 15 required fields down to 7 Plus, this is another iceberg form: Company (structured) Address Company Phone Fortune 1000 flag Industry Employee Count Annual Sales

40 Drips: Beginning and middle of the month Content is gated

41 Progressive Profiling: Persona Asking for more persona information

42 Progressive Profiling: Contact Tip: Auto-fill information that you already know. Ask for/confirm address because they are ready to buy!

43 How To: Implement automation technology Craft automated drip tracks for each persona Create forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Test Use A/B testing to optimize Tip: Get it out the door! Follow best practices first, then optimize with data.

44 Top takeaways It is all about content and the right target audience and the right timing. It s a three-legged stool. The payback on this approach is ultimately less overhead and higher engagement vs. traditional batch and blast. Getting the organization to think in terms of persona-relevant content and buying-stage-relevant content = higher success = sales. Use the technology: Triggered communications, form design and database enrichment will fuel your success long term. Just start and keep it simple. Remember, the fast eat the slow.

45 Thank you Byron O Dell Senior Director, Demand Management Black & White Headshot Daniel Burstein Director of Editorial Content Black & White Headshot