MindFire Presentation at PODi AppForum 2014

Sell More … Deliver Better Empowering you with the skills to grow your business

APPFORUM.ORG TWEET YOUR FEEDBACK: #APPFORUM14

Grow Your Revenue by Leveraging Your Core Strengths: Print and Marketing

Joseph Manos Executive Vice President

MindFireInc

§  Strategies and Tactics for growing new revenue §  Why new growth programs work §  Must haves for success §  Four programs you can mirror

§  McArdle Solutions marketing automation programs §  How PIP Printing of Peoria, IL, increased their sales team productivity

with an automated lead nurturing campaign, using triggered direct mail and email.

§  How to build a 3-stage Trade show and Event marketing campaign that will drive traffic to your (customers’) booth.

§  How to seamlessly integrate print into your customers’ marketing campaigns.

§ 

Program Overview

We want to know where you stand on a few important areas.

§  Print?

§  Marketing?

§  Trade Shows?

§  Loyalty Programs?

§  Statements?

§  Label & Packaging?

To begin with… Customers Spend!

Print is IGNORED

Social media shakeup

§  A major shakeup will occur!

§  CMO’s haven’t seen the return on facebook engagement to continue investment

§  Combined with poorly performing ad space

§  CMO’s will look elsewhere in 2014 §  Develop content strategies and

execution plans that engage on consumers’ terms

BUSINESS GROWTH AND SALES PRODUCTIVITY

USE CASE EXAMPLE #1

Case Study PIP Printing and Marketing Services

Using the Integrated HP - MindFire Workflow

r. Sample A Sample 23 Main Street nytown, US 12345-6789

M 1 A

LARGE FORMAT 30 day DRIP MARKETING PROCESS

EMAIL1 microsite Week one FSI Email.

Microsite Enter for a free print and redirect to seepip.com website.

Brochure 25 days after entry

EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry

POPOUT MAILER 30 days after entry

get on track with pip..

TRIFOLD Mailer 2 days after entry

QUICK SNAPSHOT OF OUR CAMPAIGN IN MINDFIRE STUDIO.

r. Sample A Sample 23 Main Street nytown, US 12345-6789

M 1 A

EMAIL1 microsite Week one FSI Email.

Microsite Enter for a free print and redirect to our free print microsite.

Brochure 25 days after entry

EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry

POPOUT MAILER 30 days after entry

get on track with pip..

TRIFOLD Mailer 2 days after entry

DRIP PROCESS SALES REP USER INTERFACE

EMAIL 1 First piece to go out in the drip process. Email is sent out immediately after the prospect/client is entered into the process.

John,

TRI-FOLD BROCHURE Delivered two days after entry was made.

John,

EMAIL 2 Email is sent out 10 days after entry was made.

3 DIMENSIONAL TUBE MAILER Delivered 19 days after entry is made.

BROCHURE Delivered 25 days after entry is made.

POP OUT MAILER Sent out 30 days after entry was made.

MICROSITE INTRO PAGE All marketing pieces push people to this site. This is how the customer receives their free print.

MICROSITE THANK YOU PAGE Variable information populates the thank you page with rep and customer information. Also a trigger sends a notification immediately to the rep to contact the customer.

§  All marketing pieces in the campaign push clients/ prospects to a micro-site for a free 24x36 print

§  Both 3 dimensional pieces show and talk to our clients/prospects about

the capabilities that we have in print and packaging

§  Having the reps enter one person at a time allows us to generate high end - complex pieces that are time sensitive for production

§  Automating the variable print piece process saves us tremendous time in production

§  Our reps no longer have to worry about sending out material in a timely

fashion with an automated process

Campaign Overview

§  62% of those entered into the campaign returned calls, set up appointments or used our large for

§  One local bank institute that hasn’t used us in a couple years contacted us in regards to designing and printing all the lobby art in over 20 of their branches

§  Our sales manager is now able to track all sales entries and follow up with our sales team

§  Our sales staff can now check in real time end user’s activities within the campaign

Campaign Results

§  Printed pieces that can evolve based on how an end user goes through the campaign

§  Personalized pieces are produced with HP SmartStream Designer integrated with the MindFire Studio

§  Being able to integrate along with the other marketing pieces in a drip nurture process through MindFire Studio

§  Tracking ROMI on all aspects of your campaign in one place

§  Diverse printed pieces based on user/sales rep entries

Key Components To Print Automation

SLOW SUMMER MONTHS FIX SELF-‐PROMOTION PROGRAM #2

Hemlock Printers Limited Located: British Columbia Founded: 1968 Business: 79,000 sq/ft facility Locations: Victoria, British Columbia;

Seattle, WA San Francisco, CA

Customer Base Growth Program

§  Campaign Objective: §  Secure new business by August 31 §  Renew relationships with customers with full range of

services §  Bring in business during the slow summer season §  Raise awareness of its NEW cross-media capabilities

§  Targets: Cross-section of 1,551 existing customers, including:

§  Graphic designers §  Ad agencies §  Corporations w/little or no business in past 12 months

60 Day Customer Base Program

Relevant Messaging

Great Offer + Value Based Incentive

§  Customers have a choice

§  Something for everyone §  Collected critical marketing

intelligence for future use!

Create your own incentive from a range of services

Clear Next Step – I’ll be in touch

§  473 Responders to the campaign (30.7%) §  183 (11.7%) entered the vacation contest

§  21 new printing projects = $331,000

§  ROI: 25x the amount invested

§  Keep in mind – this was a 60 day program!

Revenue Growth Results

ADVANCED MARKETING AUTOMATION CASE STUDY

MODERN MARKETING

Lisa Arsenault President McArdle [email protected]

Association Nuturing Program Objective: A Professional Health Care Association wants to identify and educate potential members on the value of their service versus competitors They offer an internationally renowned credentialing program to certify participants in a number of programs

Program Overview

§  Program: Specialty Certification

§  Theme: Get Ready… Get Set… Get Certified …

§  Program Objective: Drive awareness towards certification to include benefits and resources available based on specialty need

Program Elements

§  Target Audience: Registered members that have recently completed 30 hours of CE in one of twelve specialties

§  Campaign Architecture: §  Duration: 12 months

§  Number of records: 25,000+

§  Touches: Alternating e-mail and direct mail outreach with targeted e-mail nurturing for both responders and non- responders

Rented Email

Rented Mail

Previous Data

Email address and specialty

Microsite w/Survey

Thank you

The answer to survey #2 determines where the prospect enters the drip track.

1B

Yes No

1A

Yes No

2a

2B

Yes No

3a

3B

Yes No

4a

4B

Yes No

5a

5B 6

7

8

9

10

Yes No

Yes No

11a

12 11B

1

2

3

4

5

Non Responder Any email that does not fill out the survey.

30 days

30 days

30 days

30 days

After 3 attemps, email stops and we bucket these for a future communication. We will need to know where they stopped.

10

5 days

5 days

5 days

4 weeks

4 weeks

4 weeks

4 weeks

4 weeks

4 weeks

6 weeks

All "B" emails are stay in campaign emails - they will be deployed every 3 weeks, for 3 times

Eligibility

TCO

Sample Qs

Study Plan

Start Studying

25-50-75-100

50-75-100

75-100

Done?

Applied?

Scheduled

Congrats!

Comprehensive Design & Launch

§  Services Provided §  All copywriting and design

§  Marketing program design and implementation

§  Personalized Micro site development §  All triggered activity

associated with visit

§  E-mail and print development

§  Monthly results tracking and reporting

Get Certified Postcard

§  Very tight messaging on why §  Great offer §  Clear call to action §  Ongoing touches to continue

dialogue on the value and program

Email

§  Very targeted, personal messaging

§  Lead nurturing, ongoing dialogue

§  Information gathered with each touch

§  Varying subject lines and body text

Subject:Subject: John,.set.your.sights.on.success!

Date:Date: Friday,.July.12,.2013.11:03:59.AM.Eastern.Daylight.Time

From:From: ANCC.Certification

To:To: Cratty,.Ken

John,

Making the decision to pursue and obtain your ANCC specialty certification

can change your career—and your life. Not only will your employer and peers

hold you in high esteem, but certification will also enable you to

Validate your nursing abilities and build your confidence,

Qualify you for promotions and new opportunities,

Demonstrate your commitment to professional and personal growth,

and

Make a difference—in your profession and in your patients’ care.

As you prepare to take your exam and join the elite ranks of nursing today,

remember that ANCC is here to support you at every step on your journey.

JohnSample.getancccertified.com

ANCC

8515 Georgia Avenue, Suite 400

Silver Spring, MD 20910-3492

To Contact Us by Phone:1.800.284.2378

To Unsubscribe, Click Here

Subject:Subject: John,.set.your.sights.on.success!

Date:Date: Friday,.July.12,.2013.11:03:59.AM.Eastern.Daylight.Time

From:From: ANCC.Certification

To:To: Cratty,.Ken

John,

Making the decision to pursue and obtain your ANCC specialty certification

can change your career—and your life. Not only will your employer and peers

hold you in high esteem, but certification will also enable you to

Validate your nursing abilities and build your confidence,

Qualify you for promotions and new opportunities,

Demonstrate your commitment to professional and personal growth,

and

Make a difference—in your profession and in your patients’ care.

As you prepare to take your exam and join the elite ranks of nursing today,

remember that ANCC is here to support you at every step on your journey.

JohnSample.getancccertified.com

ANCC

8515 Georgia Avenue, Suite 400

Silver Spring, MD 20910-3492

To Contact Us by Phone:1.800.284.2378

To Unsubscribe, Click Here

Personalized Microsite Page

§  Clear offers

§  Tell us more… §  Gather marketing intelligence

§  Links to more information

Personalized Micropage

Personalized Micropage

Results Achieved

§  Response rate: 22.54%

§  Visit Rate: 5.83%

§  Responding Members: §  2089 or 7.59% became

certified §  Significant new customer

acquisition and revenue growth §  They were thrilled with the

results!

A STEP-‐BY-‐STEP PROCESS

TRADE SHOW & EVENT MARKETING

Every customer attends shows

§  This is the single largest area of opportunity

§  The needs are consistent across all customer types

§  The challenges are the same

§  Our program is a “Game Changer”!

Thursday,*July*26,*2012*10:19:22*AM*Pacific*Daylight*Time

Page*1*of*1

Subject: Don’t&Dilbertize&YOUR&Trade&Show!Date: Thursday,&July&26,&2012&9:41:42&AM&Pacific&Daylight&Time

From: Kevin&England

To: [email protected]

Don’t Dilbertize YOUR Trade Show!

Trade shows can be terrific ways to meet new prospects,generate leads, and earn sales.

They can also be disasters.

Which do you want for your next trade show?

With Vonazon – the industry’s leading trade show solutions provider – that decision is an easy one to make.

Save money, deliver your message with impact, and avoid Dilbertizing an exhibit that costs your company

time, money, and effort.

Go smart – go with Vonazon!

This message was sent to [email protected] from:

Vonazon | 2828 Cochran Street, Suite 256 | Simi Valley, California 93063

Email Marketing by

Unsubscribe

Common Trade Show Outcome

WHAT’S IMPORTANT TO MARKETERS

STUDY DATA ON TRADE SHOWS

“ Don’t spend one penny on a trade show unless you have a lead management process in place. ”

- Ruth P. Stevens Author of Trade Show and Event Marketing: Plan, Promote and Profit

Typical Trade Show Budget

73% Marketers believe “gaining qualified leads” is the key success metric for live events.

60% Marketers reported low to middling satisfaction in tying the considerable costs of exhibiting to actual revenue to provide an ROI assessment.

Source: “Measuring the Tangible and Intangible Value of Face-to-Face Events, B2B, July 2012

Event ROI metrics satisfaction

Event marketers were asked to rate how satisfied they are with their live event ROI metrics on a scale of 1 to 5, with 1 being the least satisfied.


In seeking a firmer grasp on event ROI, marketers

acknowledged they’re stymied by the lack of technology to collect and analyze data gleaned

from the show floor


Channels used to support the events


§  Use the power of technology to:

§  Integrate all channels to maximize leads §  Collect and analyze data to provide meaningful metrics §  Leverage best practice methodologies for successful

outcomes

How to help marketers?

Technology Process Tracking

HOW LEADING MARKETERS ACHIEVE THE RESULTS THEY DO

MAKE AN IMPACT BEFORE YOU HIT THE SHOW FLOOR

§  You register and head for the elevator… §  On the elevator you greet another

conference attendee §  They view your badge, and say, “Joe

Smith, I just received an email from you welcoming me to the conference!”

§  You smile and say, “that’s great, I hope

to see you in our booth”…

§  First impressions matter!

Image this scenario…

§  It’s 7:00am - catching up on emails in your room… there’s one from an attendee

§  “Mary, is this your real email or just

a dummy show email address? §  You fire an email back and say, “Hi

George, it is my personal email…would you like to talk now?”

§  George says, “No, I was just curious, let’s meet later at your booth.”

Or how about this…

Running into the booth

§  You launch a scheduled group presentation in your booth

§  Several prospects come running into the booth…

§  They comment, “thanks for the SMS reminder!”

§  At lunch you sit at a table with one of your customers

§  There are five other attendees at the table

§  One of the attendees says, “Joe, you’re the guy that has been sending me emails and texts throughout the show reminding me of upcoming events…

§  “Now that the show is almost over will I no longer hear from you?”

And finally…

Nice ending to a show

§  You smile and say…

§  “No, you will receive one more email… wishing you a safe return trip and an offer to see our solution”

§  The attendee says, “You guys did a great job of staying connected with me throughout the show”

All “real examples” of trade show results…

Achieve improved trade show results

You need the “Secret Sauce” though…

That’s what we would like to review today

§  Why do we attend Trade Shows & Events?

§  For most companies it is to grow their business

§  Identify high value lead opportunities that can be converted to new sales revenue

To start with…

Seems pre(y simple – Right?

HUGE Opportunity!

§  That’s why marketers are searching for partners to help!

§ We have several customers generaDng millions of dollars for this areas alone

§  The Secret Sauce!

§  A Plan – The Right Plan! §  For most companies the strategy

for driving “high value prospects” into the booth doesn’t extend beyond their direct mail and email messaging…

What’s Needed?

Improved Outcomes

§  Significantly higher ROMI §  Comprehensive Follow-up on

all opportunities §  Key Marketing Intelligence §  Generating leads and

meetings prior to the start of the event

§  An increase in sales revenue

§  There are very clear strategies and tactics for creating high value prospects and results

§  The overall strategy must include: §  Pre-show marketing §  During the show marketing §  Post show marketing

Best practices for success

§  What do you hope to achieve? §  Typical Objectives

§  Generate qualified leads §  Increase overall booth traffic §  Drive attendees to a booth event §  Collapse the sales cycle by pre-qualifying

prospects §  Strengthen your company and product messaging §  Schedule advanced meetings pre-show

and in the booth §  Meet with customers for additional sales

opportunities

Let’s start with the objectives…

Map the strategy and campaign flow

1.  Setting up appointments/demos *before* getting to the show

2.  Driving traffic to the booth at the show time

3.  Prompt follow up after the show ends

The Secret Sauce

Campaign workflow

§  Phase 1 (pre-show):

§  Invitation direct mail and email to set up a meeting on site with an offer to win a prize—using the location of the event, Las Vegas, as the hook.

§  Phase 2 (during the show): §  Sending daily emails, SMS, and tweet messages to highlight the key events during the

day, and drive traffic to the booth.

§  Phase 3 (post-show): §  Follow up email with relevant offers based on interactions in the show to close deals.

Phase 1: Pre-Show

Free Trial Sign up page On the website

Direct Mail

3 Emails: Enter to win at Vegas

Email

Microsite

1)  Meet at the show 2)  See a demo 3)  Not sure

Immediately noDfy Sales reps with email and SMS

Email on behalf of sales rep “…will contact you shortly

to set up your mee2ng or demo…”

Email

SMS

Email

Phase 2: Show Time

One email each morning: coming from sales reminding a(endees

about not-‐to-‐miss events on that day +

Drive traffic to booth

Email

Tweet

SMS

Using the show’s official hash tag, send Dmely

updates + Drive traffic to booth

Reminder text messages on company’s

speaking sessions and other updates

Phase 3: Post Show

Email

Immediately noDfy Sales reps with email and SMS


to set up your mee2ng or demo…”

Email

SMS

Email

Microsite

Download the slides + Would you like to see a demo?

Blog post

Download the slides

Facebook

LETS REVIEW DIFFERENT APPROACHES

HOW TO SEAMLESSLY INTEGRATE PRINT INTO YOUR CUSTOMERS’ MARKETING CAMPAIGNS

§  Contact forms on any website or landing page can trigger a personalized print piece

§  Drip-and-nurture sequences utilizing email, print,

and landing pages to move prospects through the buying process

Applications

Orchestrate All Channels

Outbound channels

Inbound channels

Event Marketing = More Print Jobs

Gershon Alon Manager, Workflow SoluWons HP Indigo

§  SophisDcated rules-‐based variable data

§  Dynamic image and text manipulaDons

§  IntegraDon w/3rd-‐party content (e.g., maps, barcodes, charts)

§  Easy interface, compaDble w/QuarkXPress® & Adobe® InDesign®

§  Access to full design program funcDonality

StarDng with a blank canvas ...

Create a simple markeDng workflow

Add the HP SmartStream element

Use SmartStream Designer to create the print piece

Upload, then select the print template

Specify how you want to receive the print-‐

ready PDFs

Map the print template’s fields to your

Studio fields

Set your “Wait” period

Let’s have this created right away

Your Indigo

When someone Dckles this trigger, a print-‐ready PDF is created in the

cloud, and placed in your hot-‐folder

CREATING A STEADY STREAM OF SALES READY LEADS

DIRECT MAIL AND LEAD GENERATION

1.  Gather business intelligence to qualify leads

2.  Offer an incentive to quickly build a strong stream of qualified leads for product or service.

Objectives

§  Phase 1: §  Why? Collecting information about the targets’ business needs

and functions as well as the usage of a similar solution or service.

§  How? Invitation email to take part in a short (5 questions) survey for a chance to win an iPad mini.

§  Phase 2: §  Why? Setting up appointments for a live demo session (a key part

of the sales process) or services meeting. §  Offering an incentive (a $50 Gift Card) for a 30 minute to qualified

leads.

Campaign workflow

3 Emails + Offer: Take part in a survey

and enter to win an iPad mini

Email 2 and 3 go only

to those who have neither entered nor

opened their email

Survey microsite to gather business intelligence

(for qualification) + Enter to win form

Confirmation page + Redirect to Free trial

sign up page

Thank you email + Free trial sign up

reminder


PHASE 1 – SURVEY:

Email

Microsite

Microsite

Website

Email

2 Emails (versions A / B) + $50 incentive for a 30-minute demo

Sent only to the qualified

Leads based on the results of PHASE 1 (Survey)

Sign up: Demo request form

Set “Goals” and “Scores” and update Salesforce.com

automatically

Immediately notify Sales reps with email and SMS


to set up your demo…”

PHASE 2 – DEMO SIGN UP:

Email

Microsite

Salesforce.com

Email

SMS

Email

BUILDING A RELATIONSHIP AND DRIVING SALES READY LEADS FOR YOUR CUSTOMERS

LEAD NURTURING

1.  Show the users how they can use the product

2.  Communicate the key benefits of the product

3.  Guide them towards the next key event: a one-on-one demo or a call

4.  Gauge their engagement level to identify “sales-ready” leads, and

5.  Immediately notify the sales reps for prompt follow up

Objectives

A multi-touch fully-automated lead nurturing campaign that starts with the free trial sign up and, during a 4-week period, walks the user through different parts of the product, highlighting the key benefits of our platform via 8 emails: 6 from marketing + 2 from sales To learn more about the details of this campaign, read this blog post: http://bit.ly/freetrialleadnurturing

Campaign workflow

FREE TRIAL LEAD NURTURING:


Website Email

Email-1: +1 day “watch training videos”

Email

Email-2: +2 day “welcome” (sales)

Email

Email-3: +3 day “see the examples”

Email-4: +7 day “see the templates”

Email

Email-6: +14 day “Lead Scoring”

Email

Email-5: +10 day “checking….” (sales)

Email

Email-7: +21 day “Lead Nurturing”

+ Request a Demo*

Email

Email-8: +28 day “subscribe to

our blog”

Email

Lessons Learned

§  Customers have more print opportunities

§  New use cases require a different approach

§  Leverage technology and key partners to move into these areas

1.  Self-promotion Programs are a must have for new revenue growth in 2014 2.  Leverage “Technology” integrated with your print for optimized results 3.  Don’t spend one penny on marketing unless you have a real-time,

automated lead management 4.  Create collaborative sales and marketing programs that deliver “ Sales

Ready Leads” to your customers - #1 area of focus 5.  Take your Trade Show Print to the next level with customers 6.  Create automated customer/prospect follow-up programs for your sales

team 7.  Start to develop new relationships in sales and marketing management –

they have the big dollar budgets you can tap into 8.  Find a partner to help you engage your customers differently

Insights for Action

Thank you!

Thank you!

Joseph E. Manos

Executive Vice President [email protected]

916-284-8112 mobile

Sell More … Deliver Better Empowering you with the skills to grow your business

TWEET YOUR FEEDBACK: #APPFORUM14

March 31 – April 2 Las Vegas

MindFire Presentation at PODi AppForum 2014

Business

Transcript of MindFire Presentation at PODi AppForum 2014