mindfireinc and hp at dscoop8: grow your revenue and boost print profits with marketing automation

Grow Your Revenue and Boost Print Profits with Marketing Automation

MindFireInc and HP Thursday, February 21

1:15 to 2:15pm

Presenters

Joe Manos Executive Vice President MindFireInc jmanos@mindfireinc.com @jemanos

Dave Rosendahl Co-founder MindFireInc daver@mindfireinc.com @daverosendahl

Gershon Alon Manager, Workflow Solutions HP Indigo gershon.alon@hp.com @gershonalon

Agenda

•  Marketing Automation: The Opportunity for Digital Printers

•  Demo: Building Campaigns with MindFire Studio

•  Integrating Print into Marketing Workflows with HP SmartStream

•  How to Get Started

•  Q & A

MARKETING AUTOMATION: THE OPPORTUNITY FOR DIGITAL PRINTERS

Marketing automation – What and Why?

Marketing automation – What?

•  Efficiency: –  Streamline sales and marketing processes –  Automate repetitive tasks

•  Effectiveness: –  Seamlessly integrate multiple channels –  Trigger real-time follow ups –  Gain actionable insights

Generate quality leads and close more deals–faster

with marketing automation

Key concepts

•  Lead generation •  Lead nurturing •  Lead scoring Engaged Customer New lead

Score  =  0   New lead: a name (Subscribed to your newsletter)

Sales check-in call

+10  Responded to your direct mail Score  =  10  

+7 days

+5  Visited your site (pricing page +10) Score  =  15  

+3 days

+7  Clicked your email (downloaded a Case study)

Score  =  22  

+10 days

+15  Attended your Webinar/demo Score  =  37  

Automated notification to sales team …

+5 days

Marketing automation – Why?

Technology is finally doing to marketing what it did to financial markets two decades ago: driving it toward automation and real-time analysis The future of marketing is going to be “much less art and much more science.” -- David Meerman Scott

Marketing strategist and author of The New Rules of Marketing & PR

There’s a huge customer demand for Marketing Automation

International Data Corporation predicts demand for marketing automation will grow from $3.2 billion in

2010 to $4.8 billion in 2015

~30,000 # of the U.S. businesses which have invested in marketing automation

software last year.

$500 mil. Investment in marketing automation software in

one year in the U.S.

US Interactive marketing spend: >$76B. by 2017, from <$50B. in 2013

Chief marketing officers will outspend CIOs on technology by 2017.

Source: Gartner Report referenced in InformationWeek.com

The Role of Print

•  Challenges: – Emerging new media: Web, Email, Social,

Mobile – With the right technology, it’s easier to send

an email than a direct mail

•  Opportunity: – With marketing automation, printing and

sending direct mail can be as easy as email – Direct mail can be used for lead nurturing in

addition to lead generation

The role of Print Service Providers •  Marketers need help. Your help!

•  If you are not there, they’ll find another vendor.

•  It’s a natural extension of your business: The value you bring is beyond just technology: –  Experience –  Strategy –  Implementation –  Management

DEMO Building marketing campaigns with MindFire Studio

First, let’s take a look at a real-world example of an automated multi-channel marketing campaign

Email

Direct mail:

SMS and Tweet

SMS and Email Lead Alerts

Now let’s see what happens “under the hood”…

INTEGRATING PRINT INTO MARKETING WORKFLOWS WITH HP SMARTSTREAM

MindFire Studio and HP SmartStream

Printing a direct mail piece is now as easy as sending an email…

Print is an effective marketing channel

•  3.4% response rate for direct mail vs. 0.12% for e-mail

•  However, ROI of print is lower: $28.5/1 for e-mail vs. $7/1 for print

•  Conclusions: – Right usage and channel mix – Need to automate the process

What MindFire and HP did?

•  The components: – Creating templates with SmartStream

Designer – Automating the composition with

SmartStream Composer – Automating the submission to

production •  The result: E2E solution, higher

profitability, higher opportunity for business growth

Email  is  sent  directly  to  the  recipients’  inbox  

SMS  is  instantly  delivered  to  recipients’  mobiles  

TwiBer  messages  are  published  immediately  

For  Direct  mail,  the  output  is  just  a  CSV  file  containing  the  recipients’  records  and  a  zip  file  for  QR  code  images.    Artwork  files  needs  to  be  created  and  sent  separately.      

Email  is  sent  directly  to  the  recipients’  inbox  

SMS  is  instantly  delivered  to  recipients’  mobiles  

TwiBer  messages  are  published  immediately  

HP  SmartStream  Produc.on  Center  +  Produc.on  Pro  

HP  SmartStream  Composer  

With  the  new  integraTon,  sending  a  direct  mail  piece  is  as  easy  as  sending  an  email!  

IN SUMMARY …

W2P Storefront

Print Production Multiple Channels

Campaign Workflow and Reporting Dashboard

CRM

HOW TO GET STARTED

Next steps

1.  Create a free account at: http://MindFireStudio.com

2.  Meet w/the MindFireInc team at booth #501 to

see a 1:1 demo (ask about our show special)

3.  Join daily presentations of the new integration with HP SmartStream at booth #451

4.  Attend our Saturday presentation and see how one of your peers is growing his business with Marketing Automation

Q & A

Thank you!

Joe Manos Executive Vice President MindFireInc jmanos@mindfireinc.com @jemanos

Dave Rosendahl Co-founder MindFireInc daver@mindfireinc.com @daverosendahl

Gershon Alon Manager, Workflow Solutions HP Indigo gershon.alon@hp.com @gershonalon