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Are You Using These 4 New Marketing Automation Capabilities In Your Campaigns?
MindFire Educational Webinar October 22, 2015
You should be able to hear us. If not, call 949-474-4418 option 2.
Are we recording this? Yes.Will you get a copy of the slides? Yes.
All registrants and attendees will receive an email with a link to the recording and slides of this presentation within 24 hours.
Agenda
Case study: Hederman Brothers and Phi Theta Kappa Digital Marketing Initiative
How MindFire Uses Marketing Automation to Promote Webinars and Events
Q & A
Doug Hederman
CEO, Hederman Brothers
Phi Theta Kappa Digital Marketing InitiativePhi Theta Kappa is an Honor Society that encourages academic achievements and leadership growth for college students.
Phi Theta Kappa (PTK)
Global society, HQ in Jackson, Mississippi
More than 2 million members in more than 1,250 chapters
In each state of the United States, Canada and several other countries in Europe, Asia and Latin America.
Campaign Objective
To promote the society among college students in the United States.
Over 250 chapters within the United States *
Organized by 4 divisions and 35 regions
Campaign success metric:
Paid membership to join the society
* Not all chapters are participating in this program.
Poll
Campaign Strategy
Reach out to the student communities in the participating chapters using:
a combination of targeted direct mail and email, along with personalized landing pages
a carefully designed lead nurturing follow-up sequence
Invitation Email
Invitation Direct Mail
Microsite &Payment
portal
Follow-upEmails
Student Communities
Follow-upEmailsFollow-up
EmailsFollow-upEmails
Campaign Workflow
Different versions of letters and emails were sent out to different groups of students.
Initial letters and emails went out to everyone in the list, followed by reminder emails to non-responders.
For people that responded by coming to the microsite but did not complete the payment, “follow-up” emails were sent out after 24 hours and 48 hours to remind them to complete the payments.
Example of an email sent to the students in a certain community
Example of a direct mail sent to the students in a certain community
Sign up Microsite: Personalization and Privacy (with the Passcode)
Conversion Optimization
A/B split tests and other considerations
A/B split testing
Version B
- With and without logo of the local college- With and without signature of the local dean
Version A
Closed-loop Measurement
You can’t manage what you don’t measure
Detailed reporting using multiple factors: Communities, Timing, and Campaign Elements to monitor every aspect of the campaign
PTK campaign results
Name Contacts Emails Sent Page Impressions Unique Visitors Paid
PTK 2013 Fall 183027 344353 10357
PTK 2014 Spring 312025 551719 82798 47781 24640
PTK 2014 Fall 287438 647116 70962 42205 21567
PTK 2015 Spring 379747 780701 82415 44877 27705
PTK 2015 Fall 242144 428166 26957 15576 8645
Ramin Zamani
EVP, Product Marketing @MindFireInc
MindFire Webinar Programs
Poll
http://www.mindfireinc.com/webinars
Webinar Process
MindFire webinar hosting and promotion
Webinar hosting platform: GoToWebinar
Webinar promotion and registration: MindFire Studio
Webinar CampaignWorkflow
At 30,000 ft...
Target Audience
Invitation Channels
Registration Microsite
Confirmation& Follow-ups
Facebook AdsTwitter PostsLinkedIn
Posts
Registration Microsite
Blog Post Website Invitation Emails
Cloud Connect
ConfirmationEmail
Lead Alert Email
GoToWebinar
Target SegmentsAt 10,000 ft...
Before we dive in… A brief intro:
What is MindFire Studio?
Target Audience
Channels
Registration
Confirmation
Follow-ups
At 1,000 ft...
Using technology to improve marketing results
Let’s take a look at some of the new capabilities and see how they can help you and your team improve your (client’s) campaign results
Help your clients send better emails.
Email is still the preferred communication channel and it’s going mobile
For 69.7% of US internet users, email is the preferred method of communicating with businesses. (eMarketer)
53% of Emails open on mobile. (Litmus)
Increase your Email deliverability and response rates
Does your email pass the spam filters?
How does your email look on different mobile and desktop devices and email clients?
Drive traffic to your microsite with Social Media posts.
Integrate your campaign with anything, anywhere...
It’s a connected world...
Your client often wants you to:
Send your campaign leads to their favorite CRM
Register contacts to a certain Webinar hosting platform
Retrieve or send data from or to other (legacy?) databases
…
The need for connecting with other services is increasing rapidly.
Cloud Connect App lets you integrate your campaign with any 3rd party app so you can meet all your client needs...
Get a complete picture of lead activities across all channels
1. Increase your Email deliverability and response rates with the new Email Preview and Spam Score Analysis
2. Spread your offer via social media by easily scheduling the posts in advance
3. Meet all your client integration needs. Connect your campaign with any 3rd party app or service using the new Cloud Connect app.
4. Gain a 360 degree view on lead’s activity timeline
Putting it all together…
How can I get started?
Next steps
To learn more about MindFire, watch a 24-minute video overview at: http://www.mindfireinc.com/software
To schedule a one-on-one demo send a request through chat. Or visit: http://www.mindfireinc.com/demo
http://www.mindfireinc.com/guide
Poll
Questions?