Marketing Automation: Key insights from a Best in Show lead generation campaign that produced a 1,112% increase in clickthrough

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Information about Marketing Automation: Key insights from a Best in Show lead generation...
Business & Mgmt

Published on February 19, 2014

Author: marketingsherpa

Source: slideshare.net

Description

In marketing, generating leads is only as good as the process that caters to them. The complex decision making process can easily turn traditional batch and blast techniques into a clumsy and inefficient strategy.

In this webinar, join Daniel Burstein, Director of Editorial Content, MECLABS, and Byron O'Dell, Senior Director of Demand Management, IHS, as they show you:

• How to overcome three key challenges to craft campaigns that are targeted and triggered
• How the IHS team generated a 1,112% higher clickthrough rate
• A culture change toward a true content flow
• An inside look at how IHS customized the campaign to accommodate up to seven buyer personas for a more personal messaging strategy

This campaign earned a Best in Show award for Lead Generation in MarketingSherpa Email Awards 2014, presented by ExactTarget.

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

Session Speaker Black & White Headshot @byronodell 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

ABOUT IHS WHO IS IHS We offer information, analytics and expertise to organizations around the world. Organizations depend on our insights to help make decisions about everything from day-to-day operations to long-term investments. © 2014 IHS 2,600 140+ 6 0+ Experts & Industry Analysts Global offices Acquisitions since 2005 03

IHS Jane’s Defense

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

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

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

Personas Higher-quality leads Results: • Example of personas IHS Reporting Period Marketing Contribution to Revenue: Aerospace and Defense 1st Half - 2013 6.5% 2nd Half - 2013 11.9% ( 83.3%)

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

Challenge: Keeping the rocket fueled

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

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

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

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.

Challenge: Getting the right content to the right people

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

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

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

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

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 emails/collateral, but also to assets and offers • (i.e., where are they in the buyer’s journey)

Challenge: Getting the right content to the right people

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

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

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

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

IHS provides the best content Day 15 “Download a sample IHS Jane’s Defense Insight Report … ”

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

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

Challenge: Implementing technology and changing the culture

How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Tip: Don’t stop batch and blast – be smarter about it! Build database throughout campaign using progressive profiling Test Use A/B testing to optimize

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

How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Tip: Don’t just add technology, change the culture. Test Use A/B testing to optimize

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

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

How To: Implement automation technology Craft Create automated drip tracks for each persona 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

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

How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Tip: You don’t have to build your targeted database all at once. Build database throughout campaign using progressive profiling Test Use A/B testing to optimize

Personal info opt-in page After Before

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

Drips: Beginning and middle of the month Content is gated

Progressive Profiling: Persona Asking for more persona information

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

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

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.

Thank you Byron O’Dell Senior Director, Demand Management IHS @byronodell Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Black & White Headshot Black & White Headshot

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