Marketing Corner: How we use marketing automation at MindFire

Marketing CornerRamin Zamani

EVP of Marketing, MindFire

July 1, 2014

What is Marketing Corner?

● Using marketing automation technology to work smarter (Examples from our own campaigns with MindFire Studio)

● Digital marketing campaign best practices

● Your topics/questions

About MindFire Studio

Create your free account:mindfirestudio.com

MindFire Studio Marketing Communication Platform

Multi-channel marketing: Integrate email, direct mail, SMS,

Voice, and more.

Personalization:Simple to sophisticated workflows

with advanced rules

Turn-key marketing solutions:Franchises or large organizations

with multiple locations

Kiosk and Web-portals:Applications within storefronts

What we’ll cover today:

● MindFire Studio productivity tips:○ Using Program template(s)○ Creating a global (un)subscription program○ Using Goals to segment your Target Audience

● New dashboard:○ Taking your report and analytics to the next level

Your presenters today

Ramin ZamaniEVP of Marketing at MindFireCreating campaigns for 12+ years

949-265-1271

rzamani@mindfireinc.com

@RaminZamani

http://mindfirestudio.com/blog

Your presenters today

David RosendahlCo-founder of MindFireLeading the Product team

949-375-4459

daver@mindfireinc.com

@DaveRosendahl

Less work, more fun...

MindFire Studio productivity tips

Work smarter...

Using Program Templates

When?

You run certain campaigns that have similar workflows:

● Webinar registration campaigns● Monthly eNewsletters● eBook download● ...

How?

Creating a template:1. Keep what’s constant 2. Abstract what varies (with Content

Variables)3. Save the Program’s file “as a template”

Using Program templates - Summary

1. Create a Master Program template2. Include all the frequently used Elements:

a. Target Audienceb. Emailc. Microsited. Pagese. Triggersf. Notifications

3. Save the Program file as a template.

What we’ll cover today:

● MindFire Studio productivity tips:○ Using Program template(s)○ Creating a global (un)subscription program○ Using Goals to segment your Target Audience

● New dashboard:○ Taking your report and analytics to the next level

Keeping your data clean...

Creating a global (un)subscription Program

Managing data (and keeping it clean)

MindFire Studio

CRMsalesforce

Sales team inputCampaigns forms and emails

Using the system’s “Unsubscribe”

Pros:● It’s very easy to

use● Automatically

removes the contact from all Programs

Cons:● Re-subscribing un-

subscribers is not as easy

● You don’t have any control over the process

A Global (un)subscription Program

● Adding a new contact to your Studio database

● Unsubscribing an existing contact from your list

Adding a contact

mindfirestudio.net/subscription

Unsubscribing a contact

From emails:##purl##.mindfirestudio.com/subscription

Direct link:johnsample35.mindfirestudio.com/subscription

Let’s take a look at the Program in Studio

Global (un)subscription - Summary

1. Create a custom field (for example “remove”)2. Create a Program with a form to add or unsubscribe

contacts3. Use the custom field to exclude unsubscribers from

your target audience4. Use ##purl##.domainname.com/subdirectory in

your email for unsubscription

What we’ll cover today:

● MindFire Studio productivity tips:○ Using Program template(s)○ Creating a global (un)subscription program○ Using Goals to segment your Target Audience

● New dashboard:○ Taking your report and analytics to the next level

Success metric(s) +Segmentation tool

Goals

Goals help you measure your success

How many people registered to the webinar?How many downloaded the eBook?

Or even undesired ones:How many people have unsubscribed?

Using Goals in 3 easy steps

1. Set up a Goal in your Account Configurations

2. Assign a Goal to your “Conversion” Event with Element(s)

3. Use a Goal in Behavioral Filter to segment your Target Audience

Goals help you segment your target

● Within a Program:○ e.g. send a thank you email to those who have

rsvped to this particular event● Across all Programs:

○ e.g. exclude anyone who has already requested a demo (in any program)

Standard and Behavioral Filters

StandardTitle

IndustryGeography

Revenue...

BehavioralDownloaded our eBook

Requested a demoVisited our websiteAttended a webinar

...

Advanced segmentation with Goals

1. Create your Goals in your global Configurations2. Assign Goals for “conversion” Events3. Use Goals in your Behavioral filters to segment your

Target Audience:a. within one Programb. across all Programs

What we’ll cover today:

● MindFire Studio productivity tips:○ Using Program template(s)○ Creating a global (un)subscription program○ Using Goals to segment your Target Audience

● New dashboard:○ Taking your report and analytics to the next level

Taking your campaign reporting & analytics to the next level

MindFire StudioDashboard

[Screenshot of Program]

[Screenshot of Program]

[Screenshot of the Email]

[Screenshot of the Email]

[Screenshot of Microsite Workflow]

[Screenshot of Program]

[Screenshot of Email Scoring Assignment]

Sign up for our 2 day classroom training!This training course is designed to walk you through different stages of building a multi-channel, multi-touch

marketing campaign with MindFire Studio®

Want to learn more?

Register @ MindFireTraining.comOur next class is at MindFire HQ in Irvine, CA // August 27th & 28th

Join the LinkedIn Group:http://bit.ly/marketingcorner

Next Steps:

1. Sign up for a free trial :http://mindfirestudio.com/free-signup

2. Schedule a 1:1 meeting:http://mindfirestudio.com/contact

Questions?

Contact us!

Ramin Zamani949-265-1271

rzamani@mindfireinc.com

@RaminZamani

David Rosendahl949-375-4459

daver@mindfireinc.com

@DaveRosendahl

Thank you!