FlexiCapture Engine 10 Announcement Phase I DRAFT V7, updated September 26, 2012 S. Allen
Objective Phase I To generate FCE10 awareness and demand with a series of targeted communication touches promoting: FCE 10 Announce- Free Trial CTA Ralph Gammon Whitepaper (Test for in-bound) FCEngine 10 Webinar - Intelligent form capture right out-of-the-box and easy DZone Article Auto-learning Demo/Free Trial CTA Reach includes: Outbound: Installed base email FCE Users/Trialists Other Engine Users/extended reach SF other lead sources (TechTarget leads? AIIM? Other events ) Inbound: Pulling net-new contacts into the database Online Media Sponsorships (Banner Advertising) Google Adwords Move terms to new HS landing pages Social Media LinkedIn Twitter (McGrath) Blog (McGrath) Continuous dialogue and nurturing of contacts via lead nurturing activities Marketing Plan Goal: is pending final database counts Semyon s Overall PMM Goal/50 Trials total (inclusive of HQ leads)
Communication Flow- Touch 1 Awareness (begin 10/9) Outbound (10/9) 1. Engine Users/Trialists (Query Tool) 2. Engine (Other) 3. Opportunities based on JF and Industry Inbound (TBD) Blog FCE 10 Image Announcing the most powerful SDK for Rapid Application Development Intro Autolearning. Classification.. Learn more (link to Product Page FCE 10 LP Free Trial Form Responders Sales follow-up and added to Touch 2 AdWords Tweets/FB/LinkedIn/U ser Forums? Banner/ Sponsorships LP Test Non- Responder Touch #2/2B Webinar CTA Button To Webinar LP Ralph Gammon WP LP RG WP LP Trial Responders download /score
Communication Flow- Touch 2/2B Consideration (10/15) FCE 10 Webinar LP Responders to Free Trial* Thank You FCE 10 Image Responders Non-Responders to Touch 1 Responders to Whitepaper Blog/Tweet/SM To be competitive you need to. In this seminar you ll learn tips for Getting up to speed quickly with Autolearning. Classification.. And more! Webinar Reg Form Free trial Web-Ex reminder one-day prior to event (10/24) To FCE 10 LP Webinar transition to on-demand 10/20 Responders to Webinar Web-Ex reminder one-day prior to event (10/23) Touch 2B (10/22) Non- Responder Last Chance to Register (SL Change)
Communication Flow- Touch 3 Preference (10/19) Responders to Free Trial Webinar Registrants Non-Responders to Touch 1 or 2 Link to on-demand Article DZone Article LP FCE 10 Image In this technical article, you ll learn Getting up to speed quickly with Autolearning. Classification.. And more! Dzone Reg Form Free trial Responders DZone Article PDF Download To FCE 10 LP Score=10 To Sales
Communication Flow- Touch 4 Preference (10/24+) Responders to Free Trial* Webinar Registrants Autolearning LP FCE 10 Image Now you can process forms, manage data verification, classify documents and export for backend processing in a single developer environment.! See How! Check for yourself. Free Trial form Responders Trial Nurture Trigger Program (Phase 2?) Non-Responders to Touch 1,2 or 3 Free Webinar Auto-learning clip (Maksim video or clip from Webinar)
Public Relations and Social Media PR Announcement October 9 LinkedIn Request all ABBYY employees share FCE 10 Launch events Provide Copy block and Thumbnail image to in-share Press release at launch (10/2) Provide Copy and Thumbnail image to in-share Webinar Invite (10/8) Twitter McGrath Twitter feeds to drive traffic to Webinar and additional content Mark Orr to provide content Monitor discussions McGrath KeenEye Blog (in Wordpress) Russion Blog content (Semyon) Content available as a 2-3 part series pushed weekly Add CTAs to Free Trial, Webinar Timing TBD (May be Phase II) Facebook McGrath post on ABBYY USA FB Site, per usual methods For this audience, FB is likely NOT an effective social media tool.
Advertising Google AdWords Test Trial vs. WP offers for specified terms AdWords redirect beginning Oct. 9 Banner sponsorships will generate awareness of FCE 10 Test Ralph Gammon Whitepaper vs. Free trial (week 1) Roll-out winning offer (week 2-4) AWARENESS: Web Site Program Impressions The Code Project / Lake Quincy Network - CPM Program Banners http://www.codeproject.com 728x90 Leaderboard RON, North America 62,500 300x250 Box RON, North America 62,500 125,000 The Code Project / Lake Quincy Network - Product Review http://www.codeproject.com Influencer sites and CodeProject N/A Code Project Newsletter 670,000 670,000
How will we measure effectiveness? Installed Base Email Open Rate and CTR/per segment Trial (form fill) Other offer Consumption (form fill) * per offer Inbound Banner Impressions/CTR Offer consumption (form fill)* Measure Trial vs. Whitepaper and roll-out best performing Google AdWords Measure Trial vs. WP offers for specified terms Landing Page Hits from other SM (Twitter, LinkedIn, FB, Forums?)
Scoring Model* Trial RG Whitepaper Webinar Registration Webinar Attend DZone Article 100 Points (Auto send to Sales) 50 Points 50 Points 50 Points 50 Points Program is set up as a HubSpot Campaign within SalesForce.com a score of 100< is sent to Inside Sales for qualification. If score =100< become lead status.05 in SF.COM If lead does not qualify, becomes a Marketing lead for Q1 Demand Gen Campaign *Subject to change.
Inside-Sales Qualification Option: Provide Sales with a lead qualification script - additional profiling based on offer consumption. Script is used for SF.com.05 scores only.
Next Steps Review counts: Engine= 2200 (needs to be de-duped) Broader audience (job funtion/industry)= (pending) Solidify messaging and deliverables: Round 1 (complete) Identify budget and timelines Advertising (complete) Set up weekly execution meetings (in process) Determine Touch 4 (webinar clip vs. Maksim video) If Webinar clip, schedule into Docket for TK s time Call script: Sabrina finalize and send to Scott/Semyon for review Meeting with Inside Sales (Marc Moran) Oct 1 (Sabrina and Daisy to review workflow with Mark) Sabrina to provide script and scoring methodology
FlexiCapture Engine 10 Announcement Phase II
Phase II (Oct/Nov 12) Objective Continue to create awareness for FCE10 to extended targets utilizing Phase I assets and Landing pages Webinar on-demand Trigger 5 business day cadence Add Trial Download nurture program Target: Rental List outreach to vertical segments Insurance and Pension Healthcare HQ Leads (LP#2 On-Demand Webinar or DZone Article (technical). Goal: XX Leads/XX Trials Continuing the dialogue and nurturing of contacts via lead nurturing activities
Trigger Logic Outbound email communications will be maximum three waves, consisting of one offer per wave Webinar On-Demand DZone Article Technical Whitepaper (TBD) Contacts will receive subsequent emails based on the highest offer previously consumed Cadence: 5 business days Responders who have reached >100 points will be flowed to Inside Sales for further lead qualification Trial move directly to Trial Nurture Program Non-responders
Segmentation and Forecast
ABBYY Audience Segmentation (TBD) Grouping Products Verticals Counts
Appendix s. allen 4.19.12
Key DG Strategies DG Focus 1. Focus programs on targeted customers and prospects for key ABBYY solutions Benefit to ABBYY Greater ROI for our efforts (i.e., More leads for the dollars spent) 2. Build content and present it at the right time to potential customers Increase customer relevance and responsiveness 2. Develop solution-based triggered communications and offers for each phase of the Purchase Cycle from Awareness through Preference Deliver more profitable lead opportunities to Sales via lead nurturing activities
Media Considerations Overall strategy to include test & roll-out approach, especially for external paid media. Standard media tactics under consideration: ABBYY Internal Database Email OBTM Challenge Emails External Lists Online Media ABBYY.com Cross-promotions Email Data appends OBTM Banners on key vertical sites External Sponsorships You tube? Social Media? Rotating banners Exclusive offer links Resellers Partner Newsletters Other?
Demand Gen Offer Best Practices Targeted, relevant and compelling offer content The more relevant the content, the better consumption Move leads through the proper cycle of offers from Awareness through Preference (purchase) via a Multi touch strategy Awareness Offers. What is the state of the industry and how can ABBYY help? Generally third party industry analysis, article or information Relatively objective and light content on ABBYY. Not an ABBYY sales pitch Consideration Offers. How does the ABBYY solution help my organization? ABBYY developed content. Can be webinar/webcast or whitepaper which includes more detailed info on ABBYY technology and solution Preference Offers. Why should I buy ABBYY? Fairly technical content, lengthier in-depth. Can be online workshop/webcast, or more technical whitepaper As we move into H2 12, we are focusing more marketing efforts on development of relevant content to get better results from HubSpot nurture campaigns
Creative Messaging focuses on new topic/solution offerings. Responders continue to have higher response rates and offer consumptions. We should acknowledge this by versioning to them and maintaining a regular, consistent dialogue. Does existing creative need to be recreated for use in the Always-on repository?
Key Considerations Content availability RM program is defined by 4 elements: A defined group of contacts (e.g. FC Engine Developers, LegalTech Attendees, SMB) A set of Topics to be used in the conversations with the contacts A set of emails designed to steer contacts through the purchase cycle (Awareness, Consideration, Preference) Associated HubSpot landing pages which include lead form and content generation
Secondary Considerations A contact s consumption of offers during the communication stream will determine their level of engagement and interests, and will be used to qualify the contact. The HubSpot Engagement score will also be used to hone in on their interest. An active set of topics will be used to structure the conversations. Each topic is defined by a set of emails with offers. Emails and offers should be tightly coupled and defined for each campaign (e.g. Offer Awareness1, Email Awareness1). The RM system will use a contact s history of email offers extended and highest topic score history to determine next offer to send The active topics are prioritized by the ABBYY Program Managers The topic priorities and the resulting email communication pattern are managed by the HubSpot trigger agent based on the desired cadence
Secondary Considerations (cont) A score will be maintained for each offer. A contact will be exported from the process when a topic score reaches a defined target value. Responder/non-responder status will be used to manage the cadence of communications to the contact, with the assumption that frequency will increase once a contact becomes a responder. Trigger agents should be run on days when emails should be delivered only (Tuesday, Wednesday, and Thursday). Example: if one of the send days is a holiday, the trigger agent will be turned off on that day. Contact will be picked up on the next appropriate day. HubSpot offers carry point values, each can be unique. The HubSpot system will tally topic scores. Once target topic score is reached, contact is exported. Default target topic score?. Once a contact reaches target topic score for a specific topic, they are no longer eligible to receive emails for that specific topic (note: need to determine timeframe for this), but are still eligible to receive emails for other topics.