See the slides of this free educational webinar presented by Lisa Arsenault, President of McArdle (a Bloomberg company), and Joe Manos, Executive Vice President at MindFire, and learn: -- The six areas of self-promotion that Lisa and her team leverage for new business growth. -- How to build a successful lead nurturing campaign: A real-world case study. -- How Lisa is transforming her agency by providing new high-value services to their customers. Have you been thinking about new ways you can provide more value to your existing customers and win new ones? This webinar is for you! You'll take away practical techniques that you can apply to your business right away. To learn more about MindFire Studio marketing automation software, and create a free account at mindfirestudio.com/free-signup

1. How McArdle Uses
Marketing Automation
to Win New Business with
Self-Promotional Campaigns

2. You should hear us now. If
you don’t, please send a
chat message.
Today’s session is being
recorded.

3. Submit
ques+ons/comments
during
the
session
via
chat
Raise
your
hand
during
Q&A
if
you
want
to
ask
a
ques+on
“on
the
air”
How to interact with us

4. Lisa
Arsenault
President
McArdle
Solu+ons
Lisa.arsenault@mcardlesolu+ons.com
Today’s presenters
Joe
Manos
Execu+ve
Vice
President
MindFireInc
jmanos@mindfireinc.com

5. Today’s Objectives
During today’s session we will explore several avenues
for marketing program success:
– The six areas of self-promotion that Lisa and her team leverage for new
business growth
– How to build a successful lead nurturing campaign: A real-world case
study
– How Lisa is growing her company by providing new, high-value services
to their customers
– Q & A

7. WHAT’S DRIVING TODAY’S MARKETING
TRANSFORMATION
2014 MARKETING BASELINE

8. Why should you care about Multi-channel
Marketing Automation?
In

9. Multi-channel Marketing Solutions
Email
Direct
Mail
Mobile
Voice
Social
Led
by
Strategy
Informed
by
Data
Fueled
by
Technology
Op+mized
for
Results

10. Orchestrate All Channels
Outbound channels
Inbound channels

11. Delivers better results
§ Today’s innovative service
providers focus on their customers
most critical business needs
§ #1 NEED for all customers – new
customer acquisition!
§ How are you helping your
customers meet this need?

12. What about your business?
What are you doing
differently to build
your business?
Create new revenue
opportunities?

13. 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

14. Why it works!
§ Highly competitive market
§ Your customers forget about all
of your services
§ Provides the Sales Team with
Sales Ready Opportunities
§ ADDS NEW REVENUE

16. Welcome Back Lisa
Lisa Arsenault
President
McArdle Solutions
lisa.arsenault@mcardlesolutions.com

17. LEVERAGING SELF PROMOTION FOR NEW
BUSINESS SUCCESS
SELF PROMOTION PROGRAMS

18. Self Promotion
§ Critical part of your
ongoing marketing
§ Let’s look at some of the
elements

19. Six Programs
§ Ongoing outbound programs
– Example: Your Infinite Tool Box
§ McArdle’s Seminar Series
§ Educational Webinars
§ Connect Magazine
§ Lunch & Learn Seminars
§ Calendar using various substrates

20. Start the Dialogue
§ You don’t know Jack…

21. What’s In The Box?
§ The Infinite Tool Box
§ What were your
objectives?

23. Let McArdle update your
database on an ongoing basis.
You’ll see more cost-effective
engagements across all
channels, and greater ROI.
Whether you’re building a new
customer base or mining your
long-lasting relationships, it
pays to keep your database
clean.
Your Infinite Toolbox
Retaining and growing
your existing customers
is a lot more cost-
effective than acquiring
new ones. Knowing
your customers’
preferences, and
sending them the right
message–personalized
and delivered at the
right time–will keep
them coming back.
Get a grip on your
customers, and don’t
let go.
70%
Bad data chipping away
at your margins?
The probability of selling
to an existing customer is
60–70%. The probability of
selling to a new prospect
is 5–20%
(Source: Marketing Metrics)
Spending on marketing
analytics is expected to
increase 60% by 2015.
(Source: CMO Survey)
60%
John,
Business relationships need ongoing maintenance.
From lead generation to lead scoring to nurturing
prospects, the upkeep can be brutal, and finding the
resources to manage it can be a challenge. That’s
why you need a marketing toolbox that’s not only
complete, it’s infinite.
See how McArdle can provide you with the resources
you need. Visit your personalized website below:
JohnSample.infinitetoolbox.com

24. Keep your acquisition
efforts on the right
track.
McArdle analyzes and assesses
results along the way, making
adjustments to fine-tune your
communications. Using robust
analytics, our precision lead
nurturing helps you segment
prospects in ways that make the
most of your resources, helping
you achieve your bottom-line
revenue goals.
80%
Event-triggered marketing
can potentially save 80% of
your direct mail budget.
(Source: Gartner Research)
You don’t have to own all
the tools to succeed. Let
McArdle work with your
team to fill your resource
gaps. From design to
analytics to implementation,
we have the people and
processes to deliver results.
Nailing
revenue
goals?
Measure twice,
grow continuously.
79%
of marketing leads never
convert into sales, due primarily
to lack of lead nurturing.
(Source: MarketingSherpa)
John,
It’s time to budget for the next quarter
and the next fiscal year. Let us show
you how our execution measures up
to your strategic thinking, helping you
make an ROI that keeps your revenue
growing.
One of our experts will be calling you
within the week. In the meantime,
visit your personalized site below for
more on how our infinite toolbox can
help you reach your goals.
Contact:
Rock Zang
301.390.8523
JohnSample.infinitetoolbox.com
Rock.Zang@McArdleSolutions.com

25. Seminar Series
§ Seminar Series
§ Builds capability, value
and differentiation
§ Leads to new business

26. Seminar Topics
§ Mastermind Marketing
§ Printing Professionals
§ Beginning – Intermediate Adobe CS4
§ Interplay of Paper and Ink
§ Digital Technology
§ Mailing Made Simple
§ Social Media

27. Educational Webinars
The Rapid Transformation of Marketing
How to Harness Today's Innovative Programs for Successful
Marketing Outcomes
Mcardle Solutions
Educational Webinar
Joseph Manos
Executive Vice President
November 20th, 2013
Why they work?
§ Educate customers
§ Build confidence in your
capabilities
§ Demonstrate expertise
§ Improved ROMI of better
designed programs

28. Webinar Content
During today’s session we will explore the
rapid transformation of marketing:
§ Trends impacting marketing results
§ Sales-ready leads – why they are a“game-
changer”
§ Marketing automation programs/lead
nurturing/lead scoring
§ Successful program case studies
§ Q & A

29. Three Stage F/U Program
§ F/U communication with both
Registered and Attendee List
§ Thank you email with link to
recorded session and Pdf of
presentation
§ Sales F/U with everyone

30. Connect Magazine
§ Provide high value content to
customer/prospects
§ Remain top of mind
§ Build ongoing messaging

31. Lunch & Learn Seminars
§ Leads from the Seminar Series
§ Lead to onsite Lunch & Learn
Seminars
§ Content can vary
§ Generates new business

32. Calendar Program
§ Useable marketing content
§ Front & Center when they
need something
§ Builds value and messaging

33. Self Promotion Summary
§ Ongoing, consistent
messaging & touches
§ Here’s how we can help
§ Very focused on deliverables

34. MULTI-TOUCH LEADS TO SUCCESS
LEAD NURTURING PROGRAM

35. ANCC
American Nurses Credentialing Center
The mission of the American Nurses
Credentialing Center (ANCC), is to
promote excellence in nursing and
health care globally through
credentialing programs
ANCC's internationally renowned
credentialing programs certify and
recognize individual nurses in
specialty practice areas

36. 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

37. 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
YesNo
1A
YesNo
2a
2B
YesNo
3a
3B
YesNo
4a
4B
YesNo
5a
5B 6
7
8
9
10
YesNo
YesNo
11a
1211B
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!

38. Program Elements
§ Target Audience: Registered nurses
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

39. Comprehensive Design & Launch
§ Services Provided to ANCC
– 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

40. Get Certified Postcard

41. Get Certified Back
«First Name»,
It’s clear: Certified nurses stand out
among their peers and are rewarded with
professional confidence, a renewed sense
of accomplishment, and greater career
opportunities.
Of course, achieving each life-changing
goal starts with a first step. So visit the link
below to learn more and kick off the journey
that will take you to the heights of your
profession.
ANCC is with you all the way!
Learn more at:
«Complete URL»
Why Certify?
Respect, Recognition, and Reward
Grow personally and build confidence
ANCC certification can help validate the
strength of your nursing abilities.
Gain a renewed sense of accomplishment
ANCC certification provides a sense of
satisfaction that you are at the top of your
profession.
Be accountable for your own development
Becoming certified shows that you are
proactive in your career development.
Constantly improve yourself
Becoming certified demonstrates initiative
and a willingness to learn and take on new
challenges.
Be perceived as an expert in your field
ANCC certification conveys that you are an
expert in your specialty, someone who is
strongly committed to your profession and
to patient outcomes.
American Nurses
Credentialing Center
8515 Georgia Ave.
Suite 400
Silver Spring, MD 20910-3492

42. Nurses Week Postcard
Reach
Higher
Celebrate National Nurses Week
with ANCC board certification!
Learn more at:
«Complete URL»

43. Nurses Week Back
Celebrate National Nurses Week
with ANCC board certification!
May 6-12, 2013, National Nurses Week will
celebrate and honor the contributions, dedication,
and passion of registered nurses. RNs play a
critical role in providing quality patient care and
helping to improve patient safety and outcomes.
What’s the most meaningful way to celebrate
and honor your own professional contributions?
Take up the challenge of obtaining a specialty
certification through ANCC. You’ll gain respect
from employers and peers for your commitment
to quality and professional growth—and you’ll be
rewarded with greater opportunities for career
advancement, higher pay, and leadership.
So celebrate National Nurses Week with
purpose by starting the process to pursue ANCC
certification today. You’ll be glad you did—and so
will your patients.
Learn more at:
American Nurses
Credentialing Center
8515 Georgia Ave.
Suite 400
Silver Spring, MD 20910-3492
ANCC board-certified nurses
enjoy greater:
from colleagues, because
they have willingly demonstrated and
validated their knowledge and skills in
their chosen specialty.
in the form of higher salaries,
more chances for promotion, and more
invitations to take up leadership roles.
in the development and
evolution of professional standards and
patient care best practices.
in their jobs, because their
efforts, achievements, and viewpoints
are recognized and rewarded.
«Complete URL»

44. Subject:Subject: John,.set.your.sights.on.success!
Date:Date: Friday,.July.12,.2013.11:03:59.AM.Eastern.Daylight.Time
From:From: ANCC.Certification
To:To: Cratty,.Ken
John,
Making the decision to pursue and obtain your ANCC specialty certification
can change your career—and your life. Not only will your employer and peers
hold you in high esteem, but certification will also enable you to
Validate your nursing abilities and build your confidence,
Qualify you for promotions and new opportunities,
Demonstrate your commitment to professional and personal growth,
and
Make a difference—in your profession and in your patients’ care.
As you prepare to take your exam and join the elite ranks of nursing today,
remember that ANCC is here to support you at every step on your journey.
JohnSample.getancccertified.com
ANCC
8515 Georgia Avenue, Suite 400
Silver Spring, MD 20910-3492
To Contact Us by Phone:
1.800.284.2378
To Unsubscribe, Click Here

45. Personalized Micropage

46. Results
Results Achieved
§ Response rate: 22.54%
§ Visit Rate: 5.83%
§ Responding Nurses:
– Increased certified nursing program sign-ups
– This was the overall program objective
– 2089 or 7.59%
– They were thrilled with the results!

47. HOW YOU’VE GROWN THE BUSINESS
BUSINESS GROWTH DISCUSSION

48. Transformation
You’re not the same
company you were five
years ago…
What’s changed?

49. Ongoing Evolution
What have you
learned over the
years?

50. Challenges
Lisa quote, “You can’t be fearful of the
value of what you are offering the
customer!
What do you view as the
biggest challenge you
face today?

51. Customer Needs
How have corporate
customers changed?

52. Disrupted Industry
Constantly changing
but most companies are
searching for new
revenue…thoughts?

53. Ideal Customer Profile
We’ve spent a lot of time
discussing the ICP for
your target prospects
and customers…
How has this helped you?
Three Key ICP’s
– Outside sales team
– $$$ of product or service
– CRM or good data base

54. Sales Team Evolution
Good Food vs. Bad Food Over the years your
sales team has
changed.
What’s your sales
vision today?

55. Proposal Evolution
One and Done Programs
versus
One Year Programs.
What’s your strategy?

56. Unique customer deliverable
In many ways, you look / act
like an Agency not a
printer…
Is that by design?

57. Marketing your own company
“Build the proposal pipeline for sales” We were talking about
Dscoop and their message
of consistently marketing
your business…
You commented…but most
never find the time!

58. Summary
§ Today’s marketing requires more targeted, ongoing
lead nurturing and sales ready programs
– For YOU and your customer
§ Your customers have programs but they don’t know
you can help them – they forget about you
§ Grow your revenue by leveraging Marketing
Automation for you and your customers

60. Thank you!
Thank
you!
Joseph
E.
Manos
Execu+ve
Vice
President
jmanos@mindfireinc.com
916-­‐284-­‐8112
mobile