practical marketing automation from bmaneo event

Thank you to our Platinum Level sponsor

May 28-30 | Chicago

7/21/2011

Our Road Map to Marketing Automation

Rick Neiman – Global Director, Digital Marketing Materials Group

A Global Market Leader

• Founded in 1935 • $6.8 billion sales in 2013 • 2012 Fortune 500® ranking: 375 (“AVY”) • Global operations in 60 countries • Based in Pasadena, California,

with more than 30,000 employees worldwide

2006

Pressure-sensitive Materials

Specialty Materials

Retail Branding and Information Solutions

Our Businesses Are a Powerful Part of Everyday Life

Sales in millions

Pressure-sensitive Materials — Label and Packaging Materials

• Market segments: » Food, Beverage, Beer, Wine and Spirits, Household

Products, Health and Beauty, Durable, Pharmaceutical, Tracking Goods

• What we make: » Fasson® Pressure-sensitive and non-adhesive papers,

films and foils in roll form

• Customer applications: » Prime labels, branding, functional and decorative

packaging

• Customers: » Label converters who work directly with consumer

product manufacturers, contract packagers and package design agencies

Raw

Material Supplier

Label Material

Manufacturer

Converters

End Users (CPG’s)

Retailers

Consumers

14

Marketing “contacts” customer •Email •Direct Mail

• One and done marketing • Disruptive marketing and selling • Focus is on selling process, not buying process • So many unqualified leads, so little time

Our Journey – Before Marketing Automation

Challenges • Cultural

• Proof of concept – respond better to results than ideas • Limited resources ($’s)

• Customer Experience

• Advertisers not Authors • Focused on the “Selling Cycle”

• Limited Reach • Time spent in Purchasing • Little to no end user contacts

• Poor Data and Analytics • SF.com used to track sales funnel • No Marketing ROI

Our Journey – Before Marketing Automation

16

Marketing “engages” customer

•Email •Direct Mail

• Case Studies • White Papers • Automated Tools • Webinars

• Content is King • Educational, not disruptive • Dynamic, content relevant campaigns • Generate quality leads to fuel sales • Enhanced sales productivity • Measurable ROI

Our Journey – After Marketing Automation

Nurture Marketing • White Papers • Webinars • Surveys • Emails • Campaigns

Lead Scoring • Interaction History • Customer Behavior Cookie Tracking • Profile Data • Company Data

Marketing Automation

Qualified Lead Distribution CRM

SalesForce.com

Database Updates •Sales cycle visibility •Sold Accounts • Lost Opportunities

Website

•Landing Pages •On-line Ordering •Data Sheets •Samples •White Papers

Engage Nurture

• Email

• Search Engine

• Direct Mail

• Social Media

• Tradeshow

Convert

Marketing Metrics • Web analytics • Email analytics • Marketing ROI

Our Digital Marketing Vision – Closed Loop

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Getting Started

Find a Free Trial!!!!

Management responds better to results than ideas!

Features SEO Pricing Email Marketing

Landing Pages

Lead Scoring

Multi-step Campaigns

Alerting CRM Integration

[Social Media Sharing/Tracking]

Package

Act-On Software Yes Act-On Yes Yes Yes Yes Yes Yes Yes

Eloqua Yes Eloqua Yes Yes Yes Yes Yes Yes Yes

HubSpot Yes Hubspot Yes Yes Yes Yes Yes Yes Yes

Pardot Unknown Pardot Yes Yes Yes Yes Yes Yes Yes

Silverpop Unknown Silverpop Yes Yes Yes Yes Yes Yes Yes

Publitrac Unknown Publitrac Yes Yes Yes Yes Yes Yes Yes

Genius Unknown Genius Yes Yes Yes Yes Yes Yes Yes

Marketo Yes Marketo Yes Yes Yes Yes Yes Yes Yes

19

Getting Started

Identifying Targets • What is the product, segment or service we will be marketing?

• Which individuals (titles) will be involved in the buying process of the product or service we are marketing?

• What are the key buying criteria/issues/goals/problems for these audiences

It is imperative that you invest the time to gather buyer insights

20

Getting Started

Developing Content • Educational Materials

• Whitepapers, webinars, e-books, analyst reports, etc. • Better response and avoids the perception of marketing spam.

• Marketing to People Not Companies

• Develop content that is relevant for the titles of target recipients. • Waves of mailings to nurture recipient through their buying process

• Outside – In Approach, Not Inside – Out

Remember, you need to be Authors, not Advertisers!

21

Getting Started

Track - 1 Purchasing

Track - 2 Marketing/Sales

Track - 3 Technical

Email - Wave 1 G N

E

Email - Wave 2 J O I Email - Wave 3 M M P

Email - Wave 4 H F C Email - Wave 5 B B A

ID Name Score A Prime Film Brochure 30

B Global MDO Product Overview 30

C Global MDO Technical Bulletin 20

D MDO Greenprint 15

E Pet Liner News Article 15

F Adhesive Overview 15

G How to choose the right film laminate 20

H End user case studies 15

I Data sheets 15

J Greenprint Overview 15

K Film Overview 15

L S7000 Adhesive Overview 15

M Innovation Article 15

N Corporate Sustainability Report 15

O Label Questionnaire 15

P PET Converting Training Video 20

Q Sample Request 35

Getting Started

Scoring Assets • Used to determine the level of interest of the target audience. • Assigned to the contact downloading the asset. • The cumulative score will help determine the level of interest. • The higher the score, the more likely they're engaged in the buying process. Step 1 Review assets with sales to make sure they understand the content Step 2 With each individual asset, ask the sales team the following question: If your customer downloaded this asset, what would you interpret their level of interest to be? High? Medium? Low? Step 3 Assign the value based on their answer. Step 4 Assign a point threshold to determine when the contact is considered a qualified opportunity.

Getting Started

Developing Copy – Emails • Each track and each wave has a unique email.

•3 tracks and 5 waves will require 15 unique email messages.

• Email sender should be a person not a department

• Copy should be targeted to the title of the recipient. • Reflect the voice of the sender, not marketing speak. • If it sounds too smart, they’ll know sales didn’t write it!

• Email subject lines are critically important.

• Add a mobile subject line that will be used for mobile rendering.

24

Getting Started

Content Development is the key…CONTENT IS KING!

Outbound - Europe • 2 Customer Types

» 1.) Press owners: 200+ converters, 800+ contacts » 2.) All others: 2600 (to establish thought leadership)

• 4 tracks: purchasing; mgmt/sales/mktg; ops/technical; no digital press • 5 email touches per track spaced at approximately two week intervals • Each email linked to a landing page containing an asset and link to library • Digital library would contain a link to a sample request registration page • Contacts with a score of >30 would be sent to sales for follow up • Contacts who submitted sample request awarded 1,001 points: hot lead • Languages: English, French, German The campaign launched June 5, 2012.

Digital EU Outbound Campaign Scope

Communication Flow – Customer Email

Communication Flow – Landing Page

Communication Flow – Content Library

Communication Flow – Potential Opportunities in SF.com

Link to what your customer viewed


Quantitative Results • Targeted 200 press owners, 2000 who didn’t own a press • 286 potential “unique” opportunities created

• 11 opportunities closed won

• Net revenue = $1.2mm

• ROI (Revenue) = 5,000%

Qualitative Results • Multiple discussions with converters that don’t own presses

The Results - EU Campaign

Uncovered press owners beyond our initial intelligence….many were closed won

The Results - 2013

Number of campaigns: 16 Number of “one-off” emails: 22 Total number of deployments: 248 Total number of messages delivered: 125,740

Average Suppression Rate: 7.29% Average Failure Rate: 3.50% Average Delivery Rate: 89.78% Average Bounce Rate: 10.22% Average Open Rate: 29.80% Average Click-to-Delivered Rate: 7.00% Average Click-to-Opened Rate: 22.41%

1 campaign: three or more emails in a series 2 suppression rate: Act-ON suppresses unsubscribed email addresses and email addresses such as “info@” or “sales@” 3 failure rate: records missing data required in the email message, such as salutation 4 click-to-delivered rate: the number of clicks as a percentage of the number of emails delivered 5 click-to-opened rate: the number of clicks as a percentage of the number of emails opened

Our Marketing Automation Journey – Today

• In May 2013 moved from Genius, to Act-ON • Fully integrated with SF.com

• Global standardization • Act On for email and marketing automation • Adobe CQ web platform • SF.com

• Contact acquisition • Engage and Nurture previously unknown end-user contacts


Evolve from “campaigns” to an ‘orchestrated’ demand generation process

Questions?