beyond email: practical strategies and tactics for automated marketing

Beyond Email:

Practical Strategies and Tactics for Automated Marketing

April 24, 2013

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Today’s Speakers

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Moderator

Thorin McGee Editor in Chief

Target Marketing

Debbie Qaqish Principal & Chief Strategy Officer

The Pedowitz Group

Jon Miller VP Marketing and co-founder

Marketo

Chrissy Foster Director of Marketing

Billtrust

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Please Welcome

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Jon Miller VP Marketing and co-founder

Marketo


Marketing automation is a

• Technology that streamlines and automates marketing tasks

• so companies can • increase operational

efficiency and

• grow revenue faster


What Is “Automation”?

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Marketing Automation


Create marketing people love with marketing automation

Please Welcome

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Debbie Qaqish Principal & Chief Strategy Officer

The Pedowitz Group

• TPG’s 4-Stage RM Campaign Model©

• Detail: Campaign Design & Execution

• Help you get organized!

Agenda

TPG’s 4-Stage Campaign Model©

Stage I: Strategy Stage II: Planning

Stage IV: Measurement &

Reporting

Stage III: Design & Execution

4-Stage RM Campaign

Model

TPG’s 4-Stage Campaign Model©

-Detail

I. Campaign Strategy

• Campaign roadmap (12 months)

• Align with business goals and revenue objectives

II. Campaign Planning

• Inventory

• Ideation and campaign briefs

• Vet with key stakeholders

• Align campaigns with editorial calendar

• Develop and publish campaign calendar for sales and marketing

• Skills gap analysis

IV. Measurement & Reporting

• Campaign Performance Plan

• Testing plan

• Campaign operation metrics

• Executive metrics

• Content metrics

III. Campaign Design & Execution

• Segmentation

• Content

• Flow

• Execution

• Lead Management

Campaign Development Process

Schedule and Milestones/Gates

Results

Concept

Design

Development

QA

Launch

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

TPG QA

Develop lists/filters

Build Flows, create forms

Create Emails, LPs

Pre-Launch Meeting

Brief

Define Targets, assets/offers, forms, LP, Emails, content

Measure and report

Create /gather up content, graphics, copy, offers

Testing Testing

Client QA

Create Reports, set up alerts

Stage III: Campaign Design & Execution Detail

A. Segmentation – Digital Persona Development

• Demographics (title, company, product, industry, etc.)

• Buy cycle stage

• Key pains

• Key messaging

• Channels/Media preferences

• Personalization

– List Development & Management

• List source

• Data strategy

• Seed lists for testing


Stage IV: Measurement & Reporting


Campaign Model

Stage III: Campaign Design & Execution

B. Content

– Editorial calendar

– Personalization/Persona

• Message

• Dynamic content

• Call to action/offers

• Content and content types

• Buy cycle alignment

• Marketing channels

• Media Preferences




Campaign Model


C. Flow

– Entry/exit points

– Frequency

– Number of touches

– Exclusion rules

– Work-flow routes

– Accelerator behaviors

– Lead stage transitions

– Multi-channel




Campaign Model

Sample Campaign Processes

Campaign Brief in real-time

Create Distribution

Listt Create in MA

Launch Campaign

Observe and Analyze

Campaign Request

Submitted

Start

End

QA Campaign Complete

Approved?

N Approved? Y

Y

1 Days 1 Day

Total calendar time idea to launch ~1 week

1-3 Days

From very simple:

Complex Campaign Processes

• To deeply complex:

– Multi-step internal process

– Steps include: • Meeting of internal

stakeholders

• Completion of Campaign Brief

• Marcom briefing

• Program build

• Client approvals


D. Lead Management

– Marketing-Sales-Channel interaction around leads from campaigns

– Part of every campaign design

– Definition of MQL/”When leads are passed to sales”

– Sales-Marketing SLA

• Common definitions

• Time to follow up/Quality of lead

• Lead disposition in CRM

• Re-routing

– Sales Tools for lead follow up




Campaign Model


E. Campaign Execution

– Asset coding & development

– Program build

– Quality assurance

– CRM optimization

– Other systems optimization

• Social

• Web analytics




Campaign Model


F. Measurement – Campaign performance plan

– Testing plan

– Campaign operation metrics • Activity metrics

• Conversion metrics

• Revenue metrics

• Testing metrics

– Executive report metrics • Revenue

• ROI

– Content metrics




Campaign Model

Please Welcome

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Chrissy Foster Director of Marketing

Billtrust

@chrissyf11

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Who Is Billtrust

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Before Marketing Automation

• Marketing budget distributed

between multiple tools

• Email marketing tool

• Web lead tracking tool

• CRM

• Lack of knowledge of size

and speed of pipeline

• Gathering data to present to

the CFO took hours of excel

sorting

• Not enough data to forecast

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Before Marketing Automation

• Sales & Marketing AGREED to increase revenue by 50%

• Sales & Marketing set definitions of leads and pipeline

stages

• Content organized in a library

• Cleansing of data in CRM

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Customer Acquisition

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Results Sales Reps Exceeded Quotas Funnel Size & Velocity Knowledge

Measurement of Marketing Influence

Forecasting

Deals

Nurtured

by

Marketing

70%

Customer Communications

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• Billing Rockstar Program

– Managed and measured in Marketo

• Customer Newsletter

• Promoting Customer Webinars

• New Product Announcements

• Track Customer Training

Outside-the-Box Marketing Automation

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• Distribute press releases to key

contacts

• Send internal emails to Billtrust

employees

• Get personal with customers,

partners, press, company advocates

Question & Answer Session

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Thank You

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For additional information about our webinar series,

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beyond email: practical strategies and tactics for automated marketing

Technology

marketo proprietary

founder marketo page

confidential page

stage campaign model

campaign calendar

nonattendees page

strategy stage

marketing people