Content Jam 2013: All Systems Go: Build, Measure, Learn with Marketing Automation 101 by Steve Susina

All Systems Go: Build, Measure and Learn with Marketing Automation 101

Steve Susina Director of Demand Generation Services

Crain Communications / Business Insurance

Magazine

@ssusina #ContentJam

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. . . .


•  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


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.”



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


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



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



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


Form Length



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?



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



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



Comparison: White Paper Offer


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


Comparison: Infographic Download


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


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.



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.



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!)


Thank You!

Steve Susina PH: 630.660.3595

E: [email protected] TW: @ssusina


Technology

Content Jam 2013: All Systems Go: Build, Measure, Learn with Marketing Automation 101 by Steve Susina