At Dscoop8, MindFireInc co-hosted a presentation with HP on Thursday, February 21, 2013 at 1:15 pm – 2:15 pm. Review this presentation and you will: • Learn about the unique opportunities marketing automation presents to digital printers • See how to incorporate personalized direct mail within multi-channel marketing campaigns • Learn to deliver more value to clients and generate more profit-per-project on your HP Indigo Digital Press • Understand how the integration increases productivity and reduces turn-around time by automating the process of VDP composition and submission

1. Grow Your Revenue and Boost Print
Profits with Marketing Automation
MindFireInc and HP
Thursday, February 21
1:15 to 2:15pm

2. Presenters
Joe Manos Dave Rosendahl Gershon Alon
Executive Vice President Co-founder Manager, Workflow Solutions
MindFireInc MindFireInc HP Indigo
jmanos@mindfireinc.com daver@mindfireinc.com gershon.alon@hp.com
@jemanos @daverosendahl @gershonalon

3. Agenda
• Marketing Automation: The Opportunity for
Digital Printers
• Demo: Building Campaigns with MindFire
Studio
• Integrating Print into Marketing Workflows
with HP SmartStream
• How to Get Started
• Q & A

4. MARKETING AUTOMATION:
THE OPPORTUNITY FOR DIGITAL
PRINTERS

5. Marketing automation –
What and Why?

6. 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

7. Key concepts
• Lead generation
• Lead nurturing
Engaged Customer
• Lead scoring New lead

8. Score
=
0
New lead: a name
(Subscribed to your newsletter)
+7 days
Responded to your
Score
=
10
+10
direct mail
+3 days
Visited your site
Score
=
15
+5
(pricing page +10)
Sales check-in call +10 days
Clicked your email
Score
=
22
+7
(downloaded a
Case study)
+5 days
Attended your
Score
=
37
+15
Webinar/demo
Automated notification
to sales team …

9. 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

10. There’s a huge customer demand for
Marketing Automation
International Data Corporation predicts demand for
marketing automation will grow from $3.2 billion in
2010 to $4.8 billion in 2015
~30,000 $500 mil.
# of the U.S. businesses Investment in marketing
which have invested in automation software in
marketing automation one year in the U.S.
software last year.

11. US Interactive marketing spend:
>$76B. by 2017, from <$50B. in 2013

12. Chief marketing officers will outspend
CIOs on technology by 2017.
Source: Gartner Report referenced in InformationWeek.com

13. The Role of Print
• Challenges:
– Emerging new media: Web, Email, Social,
Mobile
– With the right technology, it’s easier to send
an email than a direct mail
• Opportunity:
– With marketing automation, printing and
sending direct mail can be as easy as email
– Direct mail can be used for lead nurturing in
addition to lead generation

14. The role of Print Service
Providers
• Marketers need help. Your help!
• If you are not there, they’ll find another
vendor.
• It’s a natural extension of your business:
The value you bring is beyond just
technology:
– Experience
– Strategy
– Implementation
– Management

15. Building marketing campaigns with MindFire Studio
DEMO

16. First, let’s take a look at a real-world
example of an automated multi-channel
marketing campaign

18. Email

19. Direct mail:

20. SMS and Tweet

25. SMS and Email Lead Alerts

26. Now let’s see what happens “under the
hood”…

27. INTEGRATING PRINT INTO
MARKETING WORKFLOWS WITH
HP SMARTSTREAM

28. MindFire Studio and HP
SmartStream
Printing a direct mail piece is now as
easy as sending an email…

29. Print is an effective marketing
channel
• 3.4% response rate for direct mail vs.
0.12% for e-mail
• However, ROI of print is lower:
$28.5/1 for e-mail vs. $7/1 for print
• Conclusions:
– Right usage and channel mix
– Need to automate the process

30. What MindFire and HP did?
• The components:
– Creating templates with SmartStream
Designer
– Automating the composition with
SmartStream Composer
– Automating the submission to
production
• The result: E2E solution, higher
profitability, higher opportunity for
business growth

31. Email
is
sent
directly
to
the
recipients’
inbox
SMS
is
instantly
delivered
to
recipients’
mobiles
TwiBer
messages
are
published
immediately
For
Direct
mail,
the
output
is
just
a
CSV
file
containing
the
recipients’
records
and
a
zip
file
for
QR
code
images.
Artwork
files
needs
to
be
created
and
sent
separately.

32. Email
is
sent
directly
to
the
recipients’
inbox
SMS
is
instantly
delivered
to
recipients’
mobiles
TwiBer
messages
are
published
immediately
HP
SmartStream
Composer
HP
SmartStream
Produc.on
Center
+
Produc.on
Pro
With
the
new
integraTon,
sending
a
direct
mail
piece
is
as
easy
as
sending
an
email!

38. IN SUMMARY …

39. CRM
Multiple Channels Print Production
Campaign Workflow W2P Storefront
and Reporting Dashboard

40. HOW TO GET STARTED

41. Next steps
1. Create a free account at:
http://MindFireStudio.com
2. Meet w/the MindFireInc team at booth #501 to
see a 1:1 demo (ask about our show special)
3. Join daily presentations of the new integration
with HP SmartStream at booth #451
4. Attend our Saturday presentation and see how
one of your peers is growing his business with
Marketing Automation

42. Q&A

43. Thank you!
Joe Manos Dave Rosendahl Gershon Alon
Executive Vice President Co-founder Manager, Workflow Solutions
MindFireInc MindFireInc HP Indigo
jmanos@mindfireinc.com daver@mindfireinc.com gershon.alon@hp.com
@jemanos @daverosendahl @gershonalon