[mintigo webinar] mining for gold in your email house list

Mining For Gold In Your Email House List

Host: Jason Garou*e CMO, Min1go @jgarou*e

Guest Presenter: Jeanne Hopkins CMO, Con1nuum.net @jeannehopkins

We Work with Great Marketers

About Min?go

Jeanne Hopkins CMO at Con1nuum.net •  Previously CMO at SmartBear SoBware •  Previously VP of Marke1ng at HubSpot •  Co-‐author of #1 best selling mobile marke1ng book “Go Mobile” on Amazon

Mining for Gold in Your Email House List

5

SmartBear Email Facts

12

•  In Q2 2013, SmartBear sent one marketing email every 2.3 seconds

•  On a typical Tuesday, individual email campaigns will go out to as many as 20-35 different segments in the database

•  Average number of SmartBear emails leads receive per week: 1

•  Average unsubscribe rate: 0.1% •  Average % delivered: 94.3%

SmartBear Marketing Ninjas

13

Team Achievments

14

Since Q3 of 2012… •  Grown marketing automation/email marketing “Ninja”

team from 3-9 members (3 core users, 6 “agile” users/contributors, 3 Marketo Champions)

•  Winner of 2013 Marketo Revvie Award for Most Dramatic Business Impact with Marketing Automation for a Small/Medium-Sized Company

•  Winner of 2012 Forrester Groundswell Award for Excellence in Social Media

•  Honorable Mention in 2013 WhichTestWon Email Marketing Awards

15

Gary DeAsi – Mintigo Ninja

Database Segmentation: Behavioral Tagging & Custom Fields

16

SmartBear Database as of September 2012

SmartBear Database as of November 2012

Relevance of a Targeted Email Campaign to a (Non-Segmented) Mass Audience

17

Fit OR Interest (16%)

NO Fit, NO Interest (80%)

Fit AND Interest (4%)

Fit (Explicit): Lead possesses key demographic or firmographic traits relevant to campaign Interest (Implicit): Lead has (historically) demonstrated behavior linked with (inferred) relevance of campaign

18

Fit OR Interest (16%)

No Fit, No Interest Emails Delivered: 80,000 Average CTR: 0.5% Responses: 400

Fit OR Interest Emails Delivered: 16,000 Average CTR: 2.0% Responses: 320

Fit AND Interest Emails Delivered: 4,000 Average CTR: 6.0% Responses: 240

Total Emails Delivered: 100,000 Average CTR: 0.9% Responses: 960

+

+

=

Results of a Targeted Email Campaign to a (Non-Segmented) Mass Audience

Fit AND Interest (4%)

NO Fit, NO Interest (80%)

Without segmentation, you are guessing. Which audiences should we send our new eBooks to this week?

19

New eBooks this Week

Product A Product B Product C

Non-‐Segmented Database

?

Results of Targeted Email Campaigns Segmented by Relevance

20

Product A Segment 1

Fit OR Interest List Size: 16K

Fit AND Interest

4K

Segment 1 Responses: 560

+ = Total Responses: 1,880


Fit AND Interest

4K


Fit AND Interest

4K




+ +

No Fit, No Interest List Size: 40K

Product B Segment 2

Product C Segment 3

Proudcts A/B/C Segment 4

Non-Segmented vs. Segmented

21

Non-‐Segmented Email Responses/Send: 960

Segmented Email Responses/Send: 1,880

X 4weeks = 3,840

X 4weeks = 7,520

Growing Your Optimal Audiences

22

Interest Fit

Time

•  Over 1me, your op1mal segments (in terms of relevance and engagement) will grow the more you generate leads, and email and nurture them

Segmentation gives you options & grows your potential relevant audience(s) for each campaign. Which audiences should we send our new eBooks to this week?

23

Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Persona 6



Poten1al Segment to Send Content

Which products need the most love (this week)?

24




Poten1al Segment

Chosen Segment to Send Content

25




Poten1al Segment

Sent Week 1

Who can we send these eBooks to (next week)?

Sent Week 2

Segmentation: Getting Granular

26

Tes?ng Development API Performance Monitoring

Persona (Demographic)

Behavioral Interest

Min?go DNA Match

Q2 Mintigo Analysis: Job Titles 60% of trials came from 27% of leads!

27%

60%

Segmentation = Engagement

7.6% 8.5%

9.5% 10.0%

11.3%

14.1%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

ABYSS 1 ABYSS 2 Tes1ng Min1go Scored (INT)

Min1go Scored (NA)

Cross-‐PG (Tes1ng Title)

% Opened

Segmentation = Engagement

0.6%

1.0%

1.7% 1.9%

3.1%

4.7%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

5.0%

ABYSS 1 ABYSS 2 Tes1ng Min1go Scored (NA)

Min1go Scored (INT)

Cross-‐PG (Tes1ng Title)

% Clicked

TestComplete DNA Matches 67.6% of TestComplete DNA Matches Not Being Marketed TestComplete!

AlertSite_Customers

AlertSite_Prospects_Trial

Net New

LoadComplete_Customers

LoadUI_Customers

AlertSite_Prospects_NOTrial

AQ1me_Customers

TestComplete_Prospects_Trial

TestComplete_Customers

Collaborator_Prospects_Trial

Performance_Prospects.csv

SoapUI_Customers

Collaborator_Customers

Collaborator_Prospects_NOTrial

SoapUI_Prospects_Trial

TestComplete_Prospects_NOTrial

Total DNA Matches from SmartBear House List Source

32.4%

67.60%

Marketed TC

Not Marketed TC

Segment your database! Segment by: •  Job title •  Lead region (geographic) •  Industry •  Company size •  Lead score •  Behavioral interests •  Viability (Email-ability) •  Lead type (prospects, customers, partners etc.) •  Funnel stage •  Engagement levels •  Technology usage •  Create custom data fields that are most important for your business!

31

It’s easier to find gold once you sort through the garbage

32

How many members of your database… •  Are unsubscribed? •  Have empty, invalid, or bounced email addresses? •  Have been rejected as non-workable leads by Sales? •  Are customers? Partners? Employees? •  Have not visited your site or opened a single email in the past 3-6

months? •  Do you have almost no demographic data for? •  Were acquired via list purchase vs. created organically? •  Have public domain email addresses? •  Are from geographic locations that you do not sell to? •  Are more than six months old? More than a year? More than 3

years?

Persona 1 Persona 2

T I P S

Drip A Drip B Drip C

R E S P

Persona-‐Based House Lists – Outbound Email

TOFU Persona-‐Based Drips (Pre-‐Trial)

MOFU Tips and Reps (During Trial)

BOFU Reps (Post-‐Trial)

Nurturing, Optimizing the Funnel, Recycling

Persona 1 Persona 2

T I P S

TOFU A TOFU B TOFU C

R E S P

TOFU Drips (Pre-‐Trial)

TRACKS (Inside Drip)

1 2 3 4 5 6

•  Persona •  Business Need •  Funnel Stage (TOFU/MOFU) •  Product Interest •  Lead Region (NA vs INT) •  Themes/Topic

Nurturing & Optimizing the Funnel: Tracks


T I P S A N D R E S P

TF A TF B TF C TF D TF E TF F TF G TF H

SmartBear Database/Nurturing “Ecosystem” as of Q3 2013

Custom Segmentation and Nurturing: Hypothetical Example

36

Use Case or Theme 1

Use Case or Theme 2

Use Case or Theme 3

Track 1 Track 2 Track 3

Use Case or Theme 1

List 1 9,000 Leads

List 2 12,000 Leads

List 3 6,500 Leads

TOFU Drip

Use Case or Theme 2

Use Case or Theme 3

37

Track 1 Using (Compe1tor) automated tes1ng solu1on

Manual tester, no auto-‐tes1ng solu1on

Has automated tes1ng experience, no solu1on

Track 2 Track 3

Track 1

Tes1ng Desktop Applica1ons

Tes1ng Mobile Applica1ons

Tes1ng Web Applica1ons

Track 2 Track 3

Track 1

QA Tester or Engineer

Other QA Manager

Track 2 Track 3

Use Case

Need

Job Title

Nurture Tracks Example: TestComplete (Automated Tes?ng)

TRACK 1 TRACK 2 TRACK 3

38




Track 2 Track 3

Track 1




Track 2 Track 3

Track 1

QA Tester or Engineer

Other QA Manager

Track 2 Track 3

Use Case

Need

Job Title


39




Track 2 Track 3

Track 1



Track 2 Track 3

Track 1

QA Tester or Engineer Other QA Manager

Track 2 Track 3

Use Case

Need

Job Title



Get the most out of our leads

Trial Product A

House List/ POFU Drip Product A

TOFU DRIP Product B

TOFU DRIP Product C

TOFU DRIP Product D

Route by: •  Demographics (Job Title) •  Behavior •  Min1go DNA Match

41

Outbound Email

Paid Media

PPC Website Social Media

Blog

MQIs

TOFU Drip

MQLs

Use Your Channels to Feed Your Nurture Paths

Q&A and Next Steps Request a Live Demo of Min1go

Get the ebook on “Crea1ng Personas For B2B Marke1ng”

Interested? [email protected]

[mintigo webinar] mining for gold in your email house list

Business

segmented database

segment2 responses

segment4 responses

segment3 responses

segment1 responses

fitorinterest emailsdelivered

smartbear email facts

segmented mass audience