Marketing Automation. Improve Efficiency, Lower Costs, and Maximize Revenue

Transcription

1 Marketing Automation Improve Efficiency, Lower Costs, and Maximize Revenue MDR s Free Webinar Series October 6, 2011 Copyright 2011 Market Data Retrieval 1

2 MDR s Free Webinar Series Provide customers added value to our sales and marketing solutions. Give you insight and market intelligence through a dialogue with the market s thought leaders. Copy of the slides and a recording of the session will be sent to you tomorrow. You can submit a question at any time using the Q & A button in the lower right corner of the screen. Copyright 2011 Market Data Retrieval 2

3 Today s Agenda An overview of how marketing automation works Best practices and time-saving strategies to help you get more results from your marketing campaigns with less effort Real-life case studies demonstrating the power of marketing automation Answers to your questions about how to get started Copyright 2011 Market Data Retrieval 3

4 Christopher Ziemnicki Senior Director of Product Development, MDR Christopher Ziemnicki is the Senior Director of Product Development at MDR and acts as chief strategy consultant on interactive marketing to MDR s customers. He leads MDR s industry-leading educational Digital marketing research and best practices efforts. Chris has over twenty years of Direct Marketing experience and 16 years of Digital / Interactive experience. As leader of Product Development at MDR, it s Chris focus to understand the needs of the educational marketer and to provide data, products and services to enable companies that serve the education space to succeed. Copyright 2011 Market Data Retrieval 4

5 Ryan Mantzel Co-Founder & Principal of Flywheel360, LLC Ryan is co-founder & principal of Flywheel360, a demand generation and marketing optimization firm based in Dallas, Texas. He leverages over 15 years of strategic marketing and sales experience targeting the B2B and B2C markets. Ryan s in-depth knowledge of database management and CRM integration helps customers achieve greater visibility and ROI for their businesses. Ryan also brings over 12 years of experience in the education space, building strategic campaigns and sales teams. Copyright 2011 Market Data Retrieval 5

6 Matt Martelli Co-Founder & Principal of Flywheel360, LLC Matt is co-founder & principal of Flywheel360. He brings over 15 years of marketing experience to his business, with leadership roles as an executive producer, copywriter, strategist, and consultant in online and offline media. Matt also has over four years of experience in the education space. Together, Matt and Ryan specialize in helping customers align sales and marketing efforts to maximize company resources, generate actionable leads, and drive revenue. Copyright 2011 Market Data Retrieval 6

7 Overview of Education Sales and Marketing 2.0 Christopher Ziemnicki Senior Director of Product Development MDR Copyright 2011 Market Data Retrieval 7

8 Overview Introduction to e-marketing automation Definition of terms Advantages and Applications What to consider Copyright 2011 Market Data Retrieval 8

9 Sales and Marketing Funnel Traditional Sales and Marketing: Send a catalog or other direct mail piece Drive people to your website Regional Sales reps use directories to call on schools People respond to your direct mail via PO Inbound telesales from the catalog Sales reps close sales at the school/district Copyright 2011 Market Data Retrieval 9

10 Sales and Marketing 2.0 Funnel , Social, Search, Web Ads, all drive leads into the top of the funnel Lead nurturing programs, drip marketing campaigns, triggers, lead scoring and campaign retargeting all move the prospects along the sales cycle Well qualified leads are funneled to Sales or Website for conversion Copyright 2011 Market Data Retrieval 10

11 Definition of Terms Marketing Automation has a focus on lead generation with targeted marketing programs to drive awareness and interest in a company's products and/or services and nurture leads from first interest through to sale. It is about automating the routine and repeatable tasks associated with lead management, lead nurturing, lead scoring, and creating and maintaining a marketing lead database. Trigger Based s are s that are sent out based on predefined events or in response to actions initiated by the consumer. This technique can increase relevancy, value, loyalty and overall marketing ROI. Since they are automated they also can provide cost effective 1-to-1 communications. Copyright 2011 Market Data Retrieval 11

12 Definition of Terms Drip marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time. These messages often take the form of marketing, although other media can also be used. Drip marketing is distinct from other database marketing in two ways: 1.the timing of the messages follow a pre-determined course; 2.the messages are dripped in a series applicable to a specific behavior or status of the recipient Lead Scoring: a method of assigning points to each prospect you come across. Points are assigned based on specific criteria you set those attributes you've identified as being most often associated with serious prospective customers. The higher the score, the more likely they're the right target prospect who is actively engaged in the buying process, and should be routed to sales. Copyright 2011 Market Data Retrieval 12

13 Drip Marketing Applications Large ticket sales that have a long lead cycle Branding and product awareness Event marketing (lead gen) Ecommerce promo w/time regulator Value building messaging Advantages Low cost if using Frequency play Can be used to Lead Nurture/Lead Score (move them down the Sales funnel) It s strategic, there s a plan Automated Copyright 2011 Market Data Retrieval 13

14 Trigger Based s Applications Auto responders Shopping cart abandonment recovery Renewal notifications User profile driven Lead Nurturing based triggers Upsell/cross sell Advantages Low cost 1 to 1 Increases value proposition / loyalty Increases activation / retention Can increase sales conversion Automated/rule based Copyright 2011 Market Data Retrieval 14

15 The Right Message, The Right Person, The Right Time Copyright 2011 Market Data Retrieval 15

16 Marketing Automation: Best Practices and Real-life Examples Matt Martelli & Ryan Mantzel Co-Founders & Principals Flywheel360, LLC Copyright 2011 Market Data Retrieval 16

17 According to Brian Carroll, CEO of InTouch Up to 95 percent of qualified prospects on your Web site are there to research and are not yet ready to talk with a sales rep, but as many as 70 percent of them will eventually buy a product from you or your competitors. Copyright 2011 Market Data Retrieval 17

18 Challenges Insufficient Lead Generation How do I generate more leads to drive growth? Poor Alignment with Sales What s happening to the leads I m passing to Sales? Measuring Marketing ROI What s my return on the money I m spending on marketing programs? Copyright 2011 Market Data Retrieval 18

19 Solution Utilize the common thread of the prospect s life cycle to achieve scalability, and a clear measure of success. Copyright 2011 Market Data Retrieval 19

20 What is Lead Nurturing? Lead nurturing is the process of building relationships with qualified prospects that are not yet ready to speak with Sales. Copyright 2011 Market Data Retrieval 20

21 How Does Nurturing Empower Your Sales Team? Not all leads are equal Getting qualified leads to your sales team No more dreaded cold calls! More one-to-one personalization Build TRUST between marketing and sales Copyright 2011 Market Data Retrieval 21

22 The Power of Nurturing Increase productivity through efficiency. Use individual behavior and profile data to drive segmentation and activity. Increase revenue opportunity by warming previous and current marketing leads. Automatically score leads based on user-defined criteria and route qualified leads to sales. Increase closed deals by allowing sales to focus solely on qualified leads. Shorten sales cycle. Do more with less resources. Copyright 2011 Market Data Retrieval 22

23 Types of Lead Nurturing Programs Welcoming campaigns New products Upselling/cross-selling Abandoned shopping cart Re-engagement Promotional Event-driven Referral and loyalty programs Accelerated lead programs Copyright 2011 Market Data Retrieval 23

24 Case Study: Teacher Appreciation Week Objective: Create a multi-step, comprehensive campaign using marketing automation to accomplish the following goals: Build in-house list Create thriving social community Drive revenue Copyright 2011 Market Data Retrieval 24

25 Case Study: Teacher Appreciation Week What we did: Sent 10,000 s to teachers asking them to refer other teachers Created a Facebook page that encouraged teachers to share activities, photos, videos, and testimonials. Created a dedicated and landing page for each day of the week. Copyright 2011 Market Data Retrieval 25

26 Case Study: Teacher Appreciation Week Copyright 2011 Market Data Retrieval 26

27 Case Study: Teacher Appreciation Week In less than a week Referral campaign generated an additional 30,000 opt-ins in less than a week. Generated over 4,000 fans on Facebook with over 1,000 active contributors. Opened opportunities in over a dozen new districts. Copyright 2011 Market Data Retrieval 27

28 Case Study: Online Purchase Auto-response to online purchase Copyright 2011 Market Data Retrieval 28

29 Segmentation Demographics behavior Relational data Web behavior Off-line behavior Age Gender Nearest store Product preferences Buy for self/as a gift etc Opened Did not open Clicked on link in Bounced No mailing activity Purchase history Survey results Loyalty points Product searches Abandoned carts etc Cart abandoned Product searched Form completed File downloaded Video viewed Custom event Voucher redemption Store purchase Event attendance Call center activity Catalog request etc Copyright 2011 Market Data Retrieval 29

30 Segmentation Delivers Results! 0.1 % Lead Conversion Same number of total s sent. The difference is the one with multiple segment deploys had a significant lift in total lead conversions. 2.0 % Lead Conversion Copyright 2011 Market Data Retrieval 30

31 MDR Campaign Follow-Up Triggers Trigger Based Cost Savings Drip Marketing Time Saving Automation Christopher Ziemnicki Senior Director of Product Development MDR Copyright 2011 Market Data Retrieval 31

32 Campaign Follow-Up Triggers Copyright 2011 Market Data Retrieval 32

33 Campaign Follow-Up Triggers 2,700 10,000 Initial Campaign Responder Campaign Conversion Non-Responder Campaign #1 Non-Responder Campaign #2 Non-Responder Campaign #3 9,000 8,100 7,300 Copyright 2011 Market Data Retrieval 33

34 Campaign Follow-Up Triggers Real Life Example Copyright 2011 Market Data Retrieval 34

35 Campaign Follow-Up Triggers Real Life Example Drop One Subject Line: Our 24/7 Teacher Store Has More, For Less Drop Two Subject Line: 48 Hours Left to Cash in Your Coupons Drop Three Subject Line: 24 Hours Left to Cash in Your Coupons Copyright 2011 Market Data Retrieval 35

36 Campaign Follow-Up Triggers Cumulative results of the Trigger campaign garnered 45% more Opens/Clicks With all things being equal except for the addition of the Trigger campaign, this years fall Virtual Store campaign is tracking up 49% in response overall. - John Jorgenson Vice President, Marketing Learning A-Z Copyright 2011 Market Data Retrieval 36

37 Best Practices For Drip Campaigns Follow-up Triggers View a Drip campaign as a conversation, with each message continuing the discussion Take the time up front to plan the campaign craft the conversation define the goals of each step in the process Prioritize your messaging to first solidify relevance and value, then move on to promotional Set-up strong metrics in order to measure the success of the campaign, even if some of it s indirect Copyright 2011 Market Data Retrieval 37

38 Campaign Follow-Up Triggers Copyright 2011 Market Data Retrieval 38

39 Matt Martelli Co-Founder & Principal Flywheel360 Q & A Ryan Mantzel Co-Founder & Principal Flywheel360 [email protected] Christopher Ziemnicki Senior Director of Product Development MDR [email protected] MDR is the education market s first choice for sales, e-marketing, direct marketing, social media, and research solutions. Powered by the most complete, current, and accurate databases available in the industry, MDR can help you grow in the K-12, higher education, library, early childhood, and related education markets. To learn more about MDR s sales, e-marketing, telesales, and direct marketing solutions, call us at or visit Copyright 2011 Market Data Retrieval 39