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Session Title

DANIEL BURSTEINDirector of Editorial ContentMarketingSherpa and MECLABS Institute

Email, Mobile and Social Media Marketing: Lessons from top-performing B-to-B and B-to-C brands

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Ask questions and join the conversation:

Daniel BursteinDirector of Editorial Content

MarketingSherpa

@DanielBurstein

#DMDay16

Almost 1,000 attendees

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Including this guyThorin McGeeEditor-in-Chief

Target Marketing

@TMThorin

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The 7 Most Challenging Issues for Marketing Departments

Most challenging

Source: MarketingSherpa Marketer Practices SurveyN = 434

Less challenging

1 Size of marketing budget

2 Inadequate staffing resources and expertise

3 Acting on data to improve marketing performance

4 Limited ability to develop content

5 Ability to target recipients

6 Technology

7 Design and management of experiments and A/B tests

#DMDay16Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021

Preferred Ways of Receiving Updates and Promotions

8%

9%

15%

17%

20%

24%

28%

38%

49%

54%

I prefer not to receive any company updates orpromotions

Attend local events

Download a mobile app

Receive via text messages

Follow on social media

Subscribe to receive emails at a predeterminedfrequency (chosen by the brand)

Receive at the physical store

Visit the company's website when I want updatesand promotions

Subscribe to receive emails at a frequencyI choose

Receive in the mail

60 % total*

*We asked participants to “Select all thatapply,” which allowed them to pick morethan one option. The total number reflectsunique responses.

#DMDay16Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021

Top 7 Ways of Discovering New Products

26%

27%

27%

34%

47%

57%

59%

Customer reviews on the company's site

Through online advertising

Through offline advertising (e.g., ad in the newspaper,billboard, TV ad)

Articles in print magazines/newspapers

Using a search engine

Word-of-mouth from friends, family, colleagues

In-store browsing

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15%

15%

17%

20%

24%

37%

47%

In-person conversations

None

Billboards

Text message

Radio ads

Email on my smartphone

Print ads

Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021

Top 7 Preferred Methods of Communicating With CompaniesWhen Away From Computer

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Session Title

Takeaway #1: Successful marketing is customer-first marketing

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Karen Thomas-SmithVice President, Provider Marketing and Reference ManagementOptum

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Quality

Patient Access

Medical Necessity

Reimbursement

Financial andClinical Analytics

Population HealthManagement

AlignedIncentives

Providing Care

ClinicalCare

Coding andDocumentation

Care DeliveryModel

Managing Health

Preparefor Change

OptimizePerformance

InvestNew Capital

Patient Satisfaction

Cost

Navigating the journey from providing care to managing health

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Client learning and relationships

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Landing Pages

PRIMARY CONTENT

Banner Ads

Blog Series

Email Templates

Optum.com/PURL

Reimagining content

SUPPLEMENTAL CONTENT

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Content machine

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Results to-date

• An integrated campaign that has generated over 12,000,000 impressions

• More than 10,000 downloads of gated content

• Results that have surpassed the team's goals by 250%

• Over $120 million in sales pipeline creation to date

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Call for Speakers goes here

MarketingSherpa.com/CFS

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Bruce DuesterhoeftManager, Online Fundraising

Consumer Reports

Dawn NelsonDirector, Fundraising

Consumer Reports

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Blog challenge

• Contest posted on MarketingExperiments and Convince & Convert blogs

• Followers were challenged to craft value messaging for the first email test

• We received 54 submissions from marketers around the world

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Tested value factors1 Honest and unbiased reporting

3

Personal impact2

Quality of research 4

?????

Audience-submitted focus

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Tested value factors1 Honest and unbiased reporting

3

Personal impact2

Quality of research 4 Consumer empowerment

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Test 1: TreatmentsControl: Mixed value proposition Treatment 1: Honest and unbiased

reportingTreatment 3: Quality of researchTreatment 2: Personal impact Treatment 4: Consumer

empowerment

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Test 1: Results

Every treatment underperformed against the Control

Clickthrough Rate Relative Difference Level of Confidence

Control – Mixed value proposition 1.2% N/A N/A

Treatment 1 – Honest/unbiased reporting 0.9% -25.2% 99%

Treatment 2 – Personal impact 1.0% -22.0% 99%

Treatment 3 – Quality of research 1.2% -6.7% 85%

Treatment 4 – Consumer empowerment 0.9% -29.2% 99%

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Best-performing treatment

3 Quality of research

Ahnna PildyshProduct marketing freelancer

Malaspina Labs

Congratulations to…

“Since Treatment 3 themed around ‘quality of research’ was second to the control in terms of clickthroughs and donations, I learned that this theme resonates and is one we haven't emphasized as much in past communications and perhaps could emphasize more in our future messages, along with product testing.”

– Dawn Nelson, Director of Fundraising, Consumer Reports

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Challenge the status quo

“Challenge what you think you know… You can learn as much from the ‘losers’ as you can from the ‘winners.’”

– Dawn Nelson Director of Fundraising, Consumer Reports

“Marketers need to leave their ego at the door and look at their messaging with a different eye. Our instincts are not always the consumers’.”

– Bruce DuesterhoeftProgram Manager, Online Fundraising, Consumer Reports

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Session Title

Takeaway #2: Reward your customers

#DMDay16Flint McGlaughlinManaging Director and CEO

MECLABS Institute

#DMDay16

Get Paid to Take FREE Surveys

Here’s Your First Survey, and an Invitation to Join Our Research Community

Get Paid to Fill Out Online Surveys

Get Rewarded for Your Opinion

Surveys – Quick, Easy and FREE

Win Cash & Prizes for Online Surveys

Set Up Your FREE Account Today and Start Earning Money!

You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions

Join the SurveySpot Community and Have Your Opinions Count

Take Online Surveys From Home and Win Cash & Prizes

10.44%

8.87%

7.46%

7.23%

5.67%

5.12%

5.03%

4.24%

3.36%

2.95%

POINTLAST

POINTFIRST

Customer Logic“What I Get”

Company Logic“What I Do”

#DMDay16

Get Paid to Take FREE Surveys

Here’s Your First Survey, and an Invitation to Join Our Research Community

Get Paid to Fill Out Online Surveys

Get Rewarded for Your Opinion

Surveys – Quick, Easy and FREE

Win Cash & Prizes for Online Surveys

Set Up Your FREE Account Today and Start Earning Money!

You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions

Join the SurveySpot Community and Have Your Opinions Count

Take Online Surveys From Home and Win Cash & Prizes

10.44%

8.87%

7.46%

7.23%

5.67%

5.12%

5.03%

4.24%

3.36%

2.95%

POINTLAST

POINTFIRST

Customer Logic“What I Get”

Company Logic“What I Do”

#DMDay16

Get Paid to Take FREE Surveys

Here’s Your First Survey, and an Invitation to Join Our Research Community

Get Paid to Fill Out Online Surveys

Get Rewarded for Your Opinion

Surveys – Quick, Easy and FREE

Win Cash & Prizes for Online Surveys

Set Up Your FREE Account Today and Start Earning Money!

You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions

Join the SurveySpot Community and Have Your Opinions Count

Take Online Surveys From Home and Win Cash & Prizes

10.44%

8.87%

7.46%

7.23%

5.67%

5.12%

5.03%

4.24%

3.36%

2.95%

POINTLAST

POINTFIRST

Customer Logic“What I Get”

Company Logic“What I Do”

The marketer’s blind spot is SELF-INTEREST.

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Charles DuhiggAuthor of “The Power of Habit” and Senior Editor at The New York Times

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Julia FoxMarketing ManagerNakedWines.com

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First OrderAngel

Waiting ListImmature

AngelMature Angel

NakedWines.com funnel

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First OrderAngel

Waiting ListImmature

AngelMature Angel

NakedWines.com funnel

Perfect training ground for driving desired behavior

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Landing page

Summarize steps

Replicate progress bar

Incentive reminder

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Email 3 – Download app

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Onboarding for lifetime value (after August 2014)

Successful Outcome: Lifetime value increased 28% after roll-out of onboarding process, via both increased profit and retention.

KPI Impacted % Change

Annualized Net Contribution +10.2%

Annualized Attrition -13.9%

Lifetime Value +28%

!

28% Increase in LTV LTV increased after implementing an onboarding email process

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Session Title

Takeaway #3: Experiment with new ways of storytelling

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Dan BriscoeVice President of MarketingHCSS

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Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10

90,000

50,000

0

Results – 880% increase in Web visitsFeb 1 – April 11, 2015

Have fun with something customers care about.!

Launch of Contest

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About HCSS

Heavy Construction Systems Specialists provides software supporting 45,000 customers doing incredible construction projects across America.

However, not many people knew about the projects or the software.

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How do we get customers to share their stories?

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Create a competition between projects

versus

A bracket-style tournament of customer-submitted projects: “The Most Interesting Project”

“The Turn” Seawall

Frederick Bridge

Dancing Bear Tunnel

Wanapum Dam

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Results

292,000 votes

125 countries

3,584 cities in U.S.

96,000 new users

633% lift in social media traffic

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Clark CummingsSenior Manager of Member MarketingMarriott International

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Before After

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Historical view of December mailings

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Danny GavinVice President, Director of MarketingBrian Gavin Diamonds

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Jewelry Suppliers

Big-Box Retailers

Department Stores

Ecommerce Stores

Chain Jewelry Stores

Local Jewelry Stores

How can we compete with our established online and local

competitors?

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We needed a cost-effective method that could help us stand out amongst the competition.

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Vine strategies

1

2

3

Don’t oversell

Be true to the platform

Be timely and relevant

Distill4

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Ideally images have no borders or background

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Results – Email with Vine-related content

What You Need to Understand: Vine content can be and should be repurposed across all of your marketing channels.

23% increase in Open Rate

1,241% increase in CTR

!

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What You Need to Understand: There are no direct links in the Vine platform.!

Results – Website

13% YOY increase in total traffic*

20% increase in direct traffic** *Q1 2015 versus Q1 2014

**H2 2014 versus H1 2015

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Morgan SpurlockAcademy Award-nominated Director and Producer of CNN’s “Inside Man”

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Session Title

Takeaway #4: Enable your community of customers

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Cambria JacobsVice President of Marketing and Customer ServiceDoor to Door Organics

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#joydelivered

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Curate user-generated contentLet your customers speak for you by sharing their content to showcase their experience.

A customer’s photo featured in a Facebook

offer

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Social Media: A two-way street

Engagement Examples

“After seeing a brand respond to a review, 71% of people changed their perception of the brand.”*

* Hubspot

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Embed social from the ground up

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Results: Social media fan growth

The team achieved 500% growth on social media platform presence, which included gaining:

• 220,000 Facebook fans

• More than 8,000 Instagram followers

• More than 4,000 Pinterest followers

• Nearly 4,000 Twitter followers

• 2,400 LinkedIn followers

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Baxter DenneyVice President, Growth MarketingNew Relic

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Social billboardsStep 1. Photo booth Step 2. Digital billboards

Step 3. Share socially on Twitter

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Results

• 200+ retweets and 400+ likes for the billboard social posts

• 14% participation rate for attendees

How can we keep the social success of this campaign going?

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From virtual … to physical

Digital billboard Tweet

Outdoor billboards

Tiny billboards

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Creating brand love … that gets shared

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Results

14% participation rate for attendees

30% increase in social mentions at FutureStack

213% increase in social engagement at FutureStack

1 “Revvie” award won from Marketo

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Morgan KazanSenior Marketing Manager DonorsChoose.org

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DonorsChoose.org: Revenue raised through email

In FY15, we raised $75M as an organization

$37.5MPartners

$37.5MIndividual donors

$21.5MOther channels

$16MEmail

~20% of our revenue comes in through email. $14M

Transactional and notifications

$2MPromotional

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DonorsChoose.org: Revenue raised through email

In FY15, we raised $75M as an organization

$37.5MPartners

$37.5MIndividual donors

$21.5MOther channels

$16MEmail

~20% of our revenue comes in through email. $14M

Transactional and notifications

$2MPromotional

87% of revenue from transactional;13% from promotional

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Test #1: Control

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Test #1: Treatment #1

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Test #1: Treatment #2

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Session Title

Takeaway #5: Don’t overlook the nuts and bolts

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Laz TyrekidisDigital Marketing and Audience DirectorMetropolis International Group

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Preheader Optimization

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Preheader Optimization

30%

17%

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60% increase in email opens

8% increase in online revenue

90% increase in traffic coming from the email campaigns into the brand websites

Results (May 2014 – March 2015)

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Bart ThornburgSenior Manager of Email Marketing WeddingWire

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70%Mobile Opens

30%DesktopOpens

WeddingWire users are social

• Active Social Community: Great Social Content:

• 9 Signs a Wedding Venue is “The One”

• 11 Wedding Rules You Can Totally Break

• Wedding Dates to Avoid in 2017

• 5 Wedding Color Palettes for 2016

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Before

• Great content-specific CTAs

• Link directly to site

• No specific Social CTAs

More than 24 million email sends

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After

• Our audience is already using Pinterest for collecting and sharing wedding inspiration and advice

• Fuel an organic behavior/reduced friction

• Distribute our content beyond our subscriber base

Same CTA concept in top section

Additional CTA to “Pin now, read later” in bottom section

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Newsletter-social integration test results

Understanding User Behavior Is the Key to Social: We chose Pinterest because it natively facilitates the gathering, saving and sharing of wedding inspiration and advice. Our audience is already on Pinterest and this is what they’re using it for.

X Pinterest Follower Growth Re-Pins

Control – Newsletter with Pinterest icon in template 0 0

Treatment – Integrated newsletter Pinterest articles +27% +31%

!

31%* Increase in Re-Pins

*Has reached as high as 180%

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Derek KazeeDirector of Retention MarketingEbates

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Combining the art and science of marketing

• Analyze historical data for trends

• More shopping before and after Black Friday

• Mobile shopping on Thanksgiving increased

• We created our own holidays to capture new behavior

• Learn from other brands — what to do and what not to do

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Additional keys

• Go beyond the single channel transaction and look for new ways of engagement

• Connect with your audience on an emotional level

• Strengthen customer relationships by engaging them in new, cool ways

• Be innovative, flexible and responsive