All Systems Go: Build, Measure and Learn with Marketing Automation 101
Steve Susina Director of Demand Generation Services
Crain Communications / Business Insurance
Magazine
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Page 2 | © 2013 Business Insurance
LEAD GENERATION
LEAD SCORING
One way to think about Lead Score
• For each lead/person . . . – Think of a “lead score” like coffee (or tea) filling a a cup. . . – Lead scoring measures the fullness of each up
– EVERY lead has its own cup. . . .
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• How do we fill each cup? – Behaviors (actions) —Does the person like us? – Demographics — Do we like the person?
– Some Behaviors fill a cup: Download white paper, visit web page – Some Behaviors empty a cup: Visit career page – Some Demographics fill a cup: Right industry, right geography – Some Demographics empty a cup: Job Title = Nigerian Prince
.
Filling the Cup
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What we do with a score?
• Underlying Assumption: Bigger Score = Better Prospect
• Score: – “I am comparing the cups of 100 people. . . “
– Some are overflowing and need immediate attention – Some are partly full and should be watched – Some are empty and need no action.
• Nurture – “Do not give a cup to sales that is not full.” – “Do something to fill the cup” – “When the cup is full, hand it over.”
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Nurturing Effect on Engagement:
Early Stage • Audience Acquisition
– 16,093 Page Views w/ad – 132,522 Newsletter
Views* – 271,123 Email Invitation
Messages delivered – 94.9% delivery rate – 14.1% Open Rate – 1.1% Click through rate
Late Stage • Nurturing Campaign
– 4,585 Messages delivered – 99.8% Delivery Rate
– 34.7% open rate – 12.9% click through rate
* 13x in Specialty Risk Newsletter distributed to 10,194 emails @ssusina #ContentJam
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Daily Analytics
• Marketing Automation has simplified analytics to a 5 minute review • Email Performance – Daily & Year to Date
– Delivery Rate – Open Rate – Click through rate – Click to Open
• Email Click Performance – Daily & 90 Day View – Number of Unsubscribes /by category – Call-to-Action performance – Social Media Links
• Number of New Leads Yesterday
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Example: Link Performance Report
Email Name Link Clicks Leads
WhitePaper Promo 1 http://mkto.businessinsurance.com/EmergingRisks_WP.html 555 466
WhitePaper Promo 1 http://mkto.businessinsurance.com/EmergingRisks_WP.span 10 3
WhitePaper Promo 1 http://mkto.businessinsurance.com/EmailSubscriptionManagement_SponsorUnsub.html 30 29
WhitePaper Promo 1 http://www.businessinsurance.com 20 16 WhitePaper Promo 1 http://www.lexingtoninsurance.com/ 5 4 WhitePaper Promo 1 mailto:[email protected] 8 6 WhitePaper Promo 1 http://twitter.com/ 8 4 WhitePaper Promo 1 http://www.businessinsurance.com/section/mobile-apps 9 6 WhitePaper Promo 1 http://www.businessinsurance.com/section/privacy-policy 6 5 WhitePaper Promo 1 http://www.facebook.com/BusInsMagazine 4 3 WhitePaper Promo 1 https://www.linkedin.com/groups/Business-Insurance-
Magazine-1969787 8 5
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Page 10 | © 2013 Business Insurance
Normal Registration Flow
• Select a target list • Send an email • CTA directs to landing page
– Landing page has form
• Person fills form to register • Conversion metrics at each
step – Sent, Opened, Clicked, Registered
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Form Length
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Page 12 | © 2013 Business Insurance
So I got to thinking . . .
• Fewer Fields = More conversions
• If Going from 9 to 5 fields increased conversion by 33% . . .
• What if I could reduce my form to 0 fields? – I’ve got the data already. And I can track every click.
Can I make formless registration a reality and still capture a lead?
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One Click Registration Flow
• Select target list – Filter for each required field
using “Is Not Empty”
• Send Email • Include name & email in message • CTA “One Click Register” • Post Click processing is a
triggered campaign based on the click
• Conversion metric: – Sent, Opened, Clicked, Registered
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Page 14 | © 2013 Business Insurance
Comparison: Webinar Registration
Normal Registration One-Click
Sent 81,503 25,369
Opened 88.9 (10.9%) 1,858 (11.3%)
Clicked 348 (0.43%) 132 (0.52%)
Registrations 128 (0.16%) 132 (0.52%)
Rate of registration > 3X baseline
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Comparison: White Paper Offer
Normal Registration One-Click
Sent 23,982 5,012
Opened 2,631 (11.0%) 761 (15.2%)
Clicked 589 (2.5%) 73 (1.46%)
Downloads 220 (0.92%) 73 (1.46%)
Rate of registration about 1.5X Baseline
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Comparison: Infographic Download
Normal Registration One-Click
Sent 9,367 10,608
Opened 1,730 (18.5%) 1,855 (17.5%)
Clicked 369 (3.9%) 353 (3.3%)
Downloads 29 (0.31%) 353 (3.32%)
Rate of Registration > 10X Baseline
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Challenges
• Forwarded emails or additional staff registrations – If you only have a one-click for registration, the message can’t
be forwarded or other people invited
• Javascript disabled – Technical issue with Marketo recognition of “Clicks link in
Email” for triggered email – Workaround: generate a smart list “was sent email” and
“visited confirmation page” and manually call campaign
• For webinars, watch attendance vs. no-shows – Initial view was that we’d see a decline in live attendance, but
wasn’t the case.
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Lessons:
• This won’t work if you don’t use some form of Marketing Automation for click-tracking
• There is a different willingness to share information depending on asset type: – Low Willingness: Data Posters/Infographics or Video – High Willingness: Webinars, White Papers
• Still, there is almost always some improvement using one-click/no-form response
• Good data quality is essential – cleanse and append before even thinking of this type of program.
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Page 19 | © 2013 Business Insurance
A Few tips for those new to Marketing Automation . .. • Learn the basics of CSS/HTML • Map out your entire campaign before starting to code –
know what you have to build, and any dependencies • Spend time with your provider online community.
– Marketo Community or Eloqua Topliners • Map out your entire campaign before starting to code
– Beginning with the end of the campaign in mind • Take on some stretch concepts
– For example: APIs • Invest time (and budget) for
data quality. each year • Review basic rules of logic
(those 5th Grade Venn Diagrams!)
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