a new age of direct mail: how presenters · 10/8/2019 · a new age of direct mail: how to develop...

© 2019 eMarketer Inc.

A New Age of Direct Mail: How

to Develop Campaigns and

Prove Impact

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Hayley Ferrante

Sr. Marketing Specialist,

Demand Generation

Marketo, an Adobe Company

Douglas Clark

Global Director, Public Relations

eMarketer

Presented by

MODERATOR

October 8, 2019

Tech-Talk WebinarBegins at 1:00 PM ET

PRESENTERS

James Leedom

Marketing Operations Manager


© 2019 Adobe. All Rights R eserved . Adob e Confidential.

Meet the Speakers

2

Hayley FerranteSr. Marketing Specialist, Demand

Generation


James Leedom




A New Age of Direct Mail: How to Develop Campaigns and Prove ImpactHayley Ferrante & James Leedom


Agenda

4

Direct

Mail

Define

Engagement

Prove

Impact


Once Upon a Time…

5

▪ The Champagne Campaign

▪ What: Two-touch direct mail campaign

▪ Why: Increase meetings for sales

▪ How: Send a flute for the meeting invite, give a bottle for a meeting held

▪ Defining Success

▪ Meeting held = success

▪ Response = success

▪ No response = not a success

▪ Challenges

▪ Triggering a flute relied on marketing

▪ Process was vaguely defined

▪ Tracking relied solely on sales reps


A New Age of Direct Mail

6

Personalized Gifts Accurate Targeting Track Everything


Defining Engagement

7

Alyce

Gift Being Researched

More Information Needed

Gift Selections Ready

Gift Invitation Pending

Invite in Transit

Invite Delivered

Gift Was Manually Disabled

Gift Expired

Gift Invitation Processing

Gift Invitation Sent

Recipient Visited Gift Page

Recipient Accepted Gift

Meeting Held

Meeting Not Held

SendosoThe End Result

Item Processing

Item Shipped

Item Delivered

Item Undeliverable


Defining Engagement

8

Alyce

Status – But Not Success

Gift Invitation Processing

Gift Invitation Sent

Success

Recipient Visited Gift Page

Recipient Accepted Gift

Meeting Held

Unsuccessful

Meeting Not Held

SendosoThe End Result

Item Processing

Item Shipped

Item Delivered

Item Undeliverable


Mantras We Live By

9

Listen to anecdotes, but act on data Engagement deserves attribution


Marketing Data: Siloed in Channels

10

Optimize Optimize Optimize Optimize Optimize

WEBPAID

MEDIAEVENTS EMAIL

DIRECT MAIL

Pageviews, bounce rate

CPM, CPC, CPL

Badge scans, registrations

Open rate, click rate

Meeting booked


Data Volume Difference

11

1

22

167

Tracked by single-touch attribution

Tracked by CRM campaigns

Average # of touchpoints in a Marketo journey


Components of Good Attribution

12

DIGITAL MARKETING FIELD AND OFFLINE SALES DEV

ATTRIBUTIONDATA COLLECTION

On-Site JavaScript

Track all anonymous & known sessions

Track organic (SEO), direct, web referral

Landing page & form URL data

Auto capture UTMs and referral data

Ad API Integrations

Auto capture cost& ROI data

No UTMs necessary

Marketing Automation

Track a ll email campaigns & programs

ChatInteg.

View-Through

Track pre-anonymous

activity

A/BTesting Integ.

CRMCampaigns

Track campaigns & responses

Direct mail, events,

syndication

Can pivot on multiple outcomes

CallTracking

Integ.

Track inbound ca l ls

Activity Tracking

Auto track outbound

ca l ls & emails

Custom configuration


See the Complete Prospect Journey

13

AnonymousFirst Touch

BlogPost

(SEO) (SEO)

EmailPhone Phone Event Event

Whitepaper Conference CaseStudy

Sales Dinner

WebinarRegistration

BlogPost

Personalized Gift

Whitepaper

Direct Mail

Lead Creation

MQL Opportunity Create

Live Demo

Deal / Revenue


Proving Impact

14

Opp Created Stage 1 Stage 2 Stage 3 Stage 4 Deal / Revenue

(SEO) (SEO)

Email Email Email Event Event

BlogPost

Lunch and Learn

WebinarRegistration

BlogPost

Infographic Whitepaper Conference CaseStudy

Sales Dinner

Event

Personalized Gift

Site Visit

Direct Mail


Revenue Impact on Pipeline Acceleration

15

Opportunity Creation

Stage 1 Stage 2 Stage 3 Stage 4 Deal / Revenue

22.5%15% 22.5%Total 20%

10%10%


Key Takeaways

16

Audit Your

Tech Stack

Measure

Consistently

Educate &

Sell Internally

Have the

Right Mindset

Identify

& Align

© 2019 eMarketer Inc.

A New Age of Direct Mail: How to Develop

Campaigns and Prove Impact

Please submit any questions you have and we’ll do our best to address them! All

registrants will be receiving a follow-up email with a link to view the on-demand materials.

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Hayley Ferrante

Sr. Marketing Specialist,

Demand Generation


Douglas Clark

Global Director, Public Relations

eMarketer

Presented by

MODERATOR

Tech-Talk WebinarQ&A Session

PRESENTERS

James Leedom



a new age of direct mail: how presenters · 10/8/2019 · a new age of direct mail: how to develop...

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