Integrating Print into Your Customers’ Campaigns with

Marketing Automation Presented by MindFire and HP

3/06/2014

Your Presenters

Lisa Arsenault President McArdle

Joe Manos Executive Vice President MindFireInc

Gershon Alon Manager, Workflow Solutions HP Indigo

Today’s Roadmap

§  Find customers that benefit from marketing automation, and sell them more profitable services.

§  Increase your print revenue leveraging direct mail in conjunction with email, text, voice, social and web channels.

§  View how the HP – MindFire solution, will enhance your productivity and simplify the MA + Print workflow in all areas

§  Create NEW, predictable recurring revenue by offering

“ongoing” lead generation and lead nurturing campaigns.

Why should you care about Multi-channel Marketing Automation?

In

It’s top of mind with your customers

•  80% of marketers plan on implementing Marketing Automation Solutions

•  60% of these

marketers are looking for a partner to help them

Marketing automation – What?

•  Efficiency: –  Streamline sales and marketing processes –  Automate repetitive tasks

•  Effectiveness: –  Seamlessly integrate multiple channels –  Trigger real-time follow ups –  Gain actionable insights

Generate quality leads and close more deals–faster

with marketing automation

Marketing automation – Why?

Technology is finally doing to marketing what it did to financial markets two decades ago: driving it toward automation and real-time analysis The future of marketing is going to be “much less art and much more science.”

-- David Meerman Scott Marketing strategist and author of The New Rules of Marketing & PR

Marketing results SCREAM for help…

When I reflect on the state of marketing automation, three stats paint a very ominous picture:

•  70% of the buy cycle is complete before sales engages with buyers

•  Only 50% of a typical sales team achieves quota

•  Only 10%-15% of new leads are considered sales ready

Marketers that use automation are

more effective than their peers…

2013 Lenskold Group / Pedowitz Group Lead

Generation Marketing Effectiveness Study

12/3/13 Marketing Automation Bolsters Content Marketing Effectiveness - Direct Marketing News

www.dmnews.com/marketing-automation-bolsters-content-marketing-effectiveness/article/323292/?DCMP=EMC-DMN_iMktingNewsDaily&spMailingID=74988… 1/4

Marketing Automation Bolsters Content Marketing

Effectiveness

Phil Britt

December 02, 2013

Marketing  Automation  Bolsters  ContentMarketing  EffectivenessMarketers who use automation are more effective than

their peers—especially when it comes to using content

marketing for lead generation, according to the 2013Lenskold Group/Pedowitz Group Lead GenerationMarketing Effectiveness Study. Additionally, the report,

which is based on a survey of 323 B2B lead generation

marketers, says that content marketing represents

nearly one third of the average budget for lead

generation marketing.

However, automation alone isn't the only practice that

makes highly effective marketers more successful than

their peers in terms of content marketing and lead

generation. “Marketing automation is not the ultimate

answer for content effectiveness,” says Debbie Qaqish,

partner and chief strategy officer of Pedowitz Group.

“Highly effective, efficient marketers” do a much better job repurposing content, capturing data regarding the content,

customizing content for audiences with specific job titles, and intelligent targeting, according to Qaqish. These

marketers have a much more developed business process for content marketing than do their peers.

DELL-­ving  Into  the  Future

Infographic:  How  Organized  Is  Your  Marketing  Organization?

Welcome, Guest!

Study Conclusions

•  4 in 5 Top-Tier Marketers have marketing automation integrated with sales or CRM systems (13%)

•  With another 10% using MA not integrated (with sales or

CRM) •  They are much more likely to use lead scoring

–  Focused on finding and developing best prospects (to sales ready)

–  To drive increased sales and revenue

•  This group also measure key financial outcomes •  They also do a much better job of repurposing content for

different parts of the buyers journey

Source: IDC

Mobile is eating the

world

The consumer is in control

?!

$1.2 billion Forecasted Spend on Marketing Automation Technology in 2014

Source: David Raab, Principal at Raab Associates Inc. Publisher of the B2B Marketing Automation Vendor Selection Tool.

Still very early…

CRM forecast from Gartner Forecast: Enterprise Software Markets, Worldwide, 2012-2017, 2Q13 Update

Print is IGNORED

Your mission, should you chose to accept it ….

Applications

§  Contact forms on any website or landing page can trigger a personalized print piece

§  Drip-and-nurture sequences utilizing

email, print, and landing pages to move prospects through the buying process

Orchestrate All Channels

Outbound channels

Inbound channels

Gershon Alon Manager, Workflow Solutions HP Indigo

§  Sophisticated rules-based variable data

§  Dynamic image and text manipulations

§  Integration w/3rd-party content (e.g., maps, barcodes, charts)

§  Easy interface, compatible w/QuarkXPress® & Adobe® InDesign®

§  Access to full design program functionality

Starting with a blank canvas ...

Create a simple marketing workflow

Add the HP SmartStream element

Use SmartStream Designer to create the

print piece

Upload, then select the print template

Specify how you want to receive the print-

ready PDFs

Map the print template’s fields to your Studio fields

Set your “Wait” period

Let’s have this created right away

Your Indigo

When someone tickles this trigger, a print-ready PDF is created in the cloud, and placed in your hot-folder

Case Study PIP Printing and Marketing Services

Using the Integrated HP - MindFire Workflow

r. Sample A Sample 23 Main Street nytown, US 12345-6789

M 1 A

LARGE FORMAT 30 day DRIP MARKETING PROCESS

EMAIL1 microsite Week one FSI Email.

Microsite Enter for a free print and redirect to seepip.com website.

Brochure 25 days after entry

EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry

POPOUT MAILER 30 days after entry

get on track with pip..

TRIFOLD Mailer 2 days after entry

QUICK SNAPSHOT OF OUR CAMPAIGN IN MINDFIRE STUDIO.

r. Sample A Sample 23 Main Street nytown, US 12345-6789

M 1 A

EMAIL1 microsite Week one FSI Email.

Microsite Enter for a free print and redirect to our free print microsite.

Brochure 25 days after entry

EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry

POPOUT MAILER 30 days after entry

get on track with pip..

TRIFOLD Mailer 2 days after entry

DRIP PROCESS SALES REP USER INTERFACE

EMAIL 1 First piece to go out in the drip process. Email is sent out immediately after the prospect/client is entered into the process.

John,

TRI-FOLD BROCHURE Delivered two days after entry was made.

John,

EMAIL 2 Email is sent out 10 days after entry was made.

3 DIMENSIONAL TUBE MAILER Delivered 19 days after entry is made.

BROCHURE Delivered 25 days after entry is made.

POP OUT MAILER Sent out 30 days after entry was made.

MICROSITE INTRO PAGE All marketing pieces push people to this site. This is how the customer receives their free print.

MICROSITE THANK YOU PAGE Variable information populates the thank you page with rep and customer information. Also a trigger sends a notification immediately to the rep to contact the customer.

•  All marketing pieces in the campaign push clients/ prospects to a micro-site for a free 24x36 print

•  Both 3 dimensional pieces show and talk to our clients/prospects about the

capabilities that we have in print and packaging •  Having the reps enter one person at a time allows us to generate high end

- complex pieces that are time sensitive for production •  Automating the variable print piece process saves us tremendous time in

production •  Our reps no longer have to worry about sending out material in a timely

fashion with an automated process

Campaign Overview

•  62% of those entered into the campaign returned calls, set up appointments or used our large format services

•  One local bank institute that hasn’t used us in a couple years

contacted us in regards to designing and printing all the lobby art in over 20 of their branches

•  Our sales manager is now able to track all sales entries and

follow up with our sales team •  Our sales staff can now check in real time end user’s activities

within the campaign

Campaign Results

•  Printed pieces that can evolve based on how an end user goes through a campaign

•  Personalized printed pieces that are produced with HP SmartStream

Designer can be integrated into MindFire Studio •  Being able to integrate variable print along with all the other marketing

pieces in a drip nurture process through MindFire Studio •  Tracking ROMI on all aspects of your campaign

under one roof •  Diverse printed pieces based on user/sales rep entries

Key Components To Print Automation via – MindFire Studio and HP SmartStream Designer

ADVANCED MARKETING AUTOMATION CASE STUDY

MODERN MARKETING

Welcome Lisa…

Lisa Arsenault President McArdle lisa.arsenault@mcardlesolutions.com

Association Nuturing Program

Objective A Professional Health Care Association wants to identify and educate potential members on the value of their service versus competitors They offer an internationally renowned credentialing program to certify participants in a number of programs

Program Overview

•  Program: Specialty Certification

•  Theme: Get Ready… Get Set… Get Certified …

•  Program Objective: Drive awareness towards certification to include benefits and resources available based on specialty need

Rented Email

Rented Mail

Previous Data

Email address and specialty

Microsite w/Survey

Thank you

The answer to survey #2 determines where the prospect enters the drip track.

1B

Yes No

1A

Yes No

2a

2B

Yes No

3a

3B

Yes No

4a

4B

Yes No

5a

5B 6

7

8

9

10

Yes No

Yes No

11a

12 11B

1

2

3

4

5

Non Responder Any email that does not fill out the survey.

30 days

30 days

30 days

30 days

After 3 attemps, email stops and we bucket these for a future communication. We will need to know where they stopped.

10

5 days

5 days

5 days

4 weeks

4 weeks

4 weeks

4 weeks

4 weeks

4 weeks

6 weeks

All "B" emails are stay in campaign emails - they will be deployed every 3 weeks, for 3 times

Eligibility

TCO

Sample Qs

Study Plan

Start Studying

25-50-75-100

50-75-100

75-100

Done?

Applied?

Scheduled

Congrats!

Program Elements

•  Target Audience: Registered members that have recently completed 30 hours of CE in one of twelve specialties

•  Campaign Architecture: –  Duration: 12 months

–  Number of records: 25,000+

–  Touches: Alternating e-mail and direct mail outreach with targeted e-mail nurturing for both responders and non- responders

Comprehensive Design & Launch

•  Services Provided –  All copywriting and design

–  Marketing program design and implementation

–  Personalized Micro site development

•  All triggered activity associated with visit

–  E-mail and print development

–  Monthly results tracking and reporting

Get Certified Postcard

•  Very tight messaging on why •  Great offer •  Clear call to action •  Ongoing touches to continue

dialogue on the value and program

Email

•  Very targeted, personal messaging

•  Lead nurturing, ongoing dialogue

•  Information gathered with each touch

•  Varying subject lines and body text

Personalized Microsite Page

•  Clear offers

•  Tell us more… •  Gather marketing intelligence

•  Links to more information

Results Achieved

•  Response rate: 22.54%

•  Visit Rate: 5.83%

•  Responding Members: –  2089 or 7.59% became

certified –  Significant new customer

acquisition and revenue growth

–  They were thrilled with the results!

Lessons Learned

•  From a new program point of view

•  What have you learned from the program experience?

•  What has changed?

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Summary

•  PSP’s need to extend these services to “all” customers

•  Today’s marketing requires more targeted, ongoing lead nurturing and sales ready programs

•  One and done programs are in the past

•  Optimize you program workflow by leveraging the HP – MindFire integrated solution –  Increase top line revenue & productivity –  Decrease cost to produce

W2P Storefront

Print Production Multiple Channels

Campaign Workflow and Reporting Dashboard

CRM

White Label Program

Fill out the hand outs and bring them now to enter to win!

Meet with the MindFire team at Booth #501

Dscoop9 Opportunities See us at Booth # 501

You could win $1,000 Visit: http://mydscoop.com

Dscoop Offer for the HP-MindFire Integration •  3 months free if you sign-up at the show

Dscoop Offer for Studio Training

•  Buy one seat, get one seat FREE ($1,250 value)

Ready for the Studio? •  Save over $1,000 at Dscoop9

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