How to integrate print into your customers’ campaigns with marketing automation
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Marketing campaigns that effectively integrate print with online channels are in high demand. We will show you how you can use marketing automation technology to generate high-profit recurring print revenue by making direct mail an integral part of your customers’ marketing campaign workflow. Gershon Alon, Workflow Solutions Manager at HP Indigo, Kraig Schmitt, Creative Director at PIP Printing, Dave Rosendahl, MindFireInc Co-founder, and Joe Manos, Executive Vice President at MindFireInc, will present this free 60-minute webinar on February 18, 2014 at 8 am PST. Join us for this free webinar and learn how to: -- Find customers that benefit from marketing automation, and sell them more profitable services. -- Increase your print revenue by innovative use of direct mail in conjunction with email, text, voice, social and web channels. -- Create a predictable recurring revenue stream by offering “ongoing” lead generation and lead nurturing campaigns. We will showcase several real-world examples of effective marketing campaigns that your customers need today. You’ll learn all you need to know on how to start growing your revenue with marketing automation.
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How to integrate print into your customers’ campaigns with marketing automation
- 1. Integrating Print into Your Customers’ Campaigns with Marketing Automation Presented by MindFire, HP, and DSCOOP 2/18/2014
- 2. You should hear us now. If you don’t, please send a chat message. Today’s session is being recorded.
- 3. 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.
- 6. We want to know where you stand on a few important areas.
- 7. In Why should you care about Multi-channel Marketing Automation?
- 9. Source:
- 11. The consumer is in control
- 12. ?!
- 13. $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.
- 14. Still very early ... CRM forecast from Gartner Forecast: Enterprise Software Markets, Worldwide, 2012-2017, 2Q13 Update
- 15. Print is IGNORED
- 17. Your mission, should you chose to accept it ….
- 18. 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
- 20. Outbound channels Inbound channels Orchestrate All Channels
- 22. Gershon Alon Manager, Workflow Solutions HP Indigo
- 23. ■ 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
- 24. Starting with a blank canvas ...
- 25. Create a simple marketing workflow
- 26. Add the HP SmartStream element
- 27. Use SmartStream Designer to create the print piece
- 33. Upload, then select the print template
- 34. Specify how you want to receive the printready PDFs
- 35. Map the print template’s fields to your Studio fields
- 36. Set your “Wait” period
- 37. Let’s have this created right away
- 38. When someone tickles this trigger, a print-ready PDF is created in the cloud, and placed in your hot-folder Your Indigo
- 39. Case Study Presented by Kraig Schmitt Creative Director at PIP Printing and Marketing Services
- 40. Kraig Schmitt Creative Director at PIP Printing and Marketing Services Over 20 years experience in the print industry PIP Printing and Marketing Services: • Independently owned franchise • Over 36 years providing print and marketing services to our customers • We offer a full range of services from traditional print to Integrated Automated Marketing Large Format Mobile Marketing Direct Marketing Data Services Promotional Products Creative Services Lead Generation Marketing Performance Cross/Sell Upsell Customer Reactivation Customer Retention Branding
- 41. LARGE FORMAT 30 day DRIP MARKETING PROCESS get on track with pip.. M r. Sample A Sample 23 1 Main Street Anytown, US 12345-6789 EMAIL1 microsite TRIFOLD Mailer EMAIL2 seepip.com TUbe mailer Brochure POPOUT MAILER Week one FSI Email. 2 days after entry 10 days after entry 19 days after entry 25 days after entry 30 days after entry Microsite Enter for a free print and redirect to seepip.com website.
- 42. QUICK SNAPSHOT OF OUR CAMPAIGN IN MINDFIRE STUDIO.
- 43. DRIP PROCESS SALES REP USER INTERFACE get on track with pip.. M r. Sample A Sample 23 1 Main Street Anytown, US 12345-6789 EMAIL1 microsite TRIFOLD Mailer EMAIL2 seepip.com TUbe mailer Brochure POPOUT MAILER Week one FSI Email. 2 days after entry 10 days after entry 19 days after entry 25 days after entry 30 days after entry Microsite Enter for a free print and redirect to our free print microsite.
- 44. 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,
- 45. TRI-FOLD BROCHURE Delivered two days after entry was made. John, make a bigger impression with pip. SWOOP CUSTOMERS IN WITH JAW-DROPPING SIGNS PUSH PROMOTIONS WITH EPIC POSTERS GO TO EXTREMES WITH SENSATIONAL BANNERS Where business goes to grow.™ Where business goes to grow.™ Peoria, IL 61615 John Smith 123 N. Main St Peoria, IL 61651 Kelly Smet Account Representative kelly@go2pip.com | 309-691-6500 | 309-208-7309 www.go2pip.com Let your marketing genius fly, John
- 46. EMAIL 2 Email is sent out 10 days after entry was made. John,
- 47. 3 DIMENSIONAL TUBE MAILER Delivered 19 days after entry is made.
- 48. BROCHURE Delivered 25 days after entry is made.
- 49. POP OUT MAILER Sent out 30 days after entry was made.
- 50. MICROSITE INTRO PAGE All marketing pieces push people to this site. This is how the customer receives their free print.
- 51. 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.
- 52. Campaign Overview • 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
- 53. Campaign Results • 62% off 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
- 54. Key Components To Print Automation via – MindFire Studio and HP SmartStream Designer • 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
- 55. How to Find Customers Areas of Opportunity ■ New Customer Acquisition ■ Customer Base Growth ■ Trade Show & Event Marketing ■ Loyalty Marketing ■ Trans-Promotional Programs ■ Label & Packaging Programs
- 56. Developing Your Target List ■ Position your company for success ■ Build your target list of executive decision makers for sales and marketing for customers and prospects ■ Get all of the key data – Correct first/last – Correct title – Correct email - Correct phone number(s) - Fit to ICP
- 57. Current and Past Customers ■ Start with the low hanging fruit first! ■ You already have rapport and credibility ■ Leverage your relationship to get to the right contact ■ Approach them before somebody else does
- 58. Selling Marketing Automation ■ Identify new stakeholders ■ Understand key business issues ■ Have a conversation about business “results” not printing or marketing ■ Solve a problem don’t sell a product
- 59. Leverage Your Strengths ■ Who would benefit from the solution? ■ Anyone using Direct Mail in their strategy is a great target ■ Companies who exhibit at trade shows, conferences and events (lunch & learn) ■ Companies who conduct Webinars
- 60. Focus on “High Value” Transactions ■ Look for prospects who sell a product or service that has a good price point or LTV ■ Lower value transactions will require much higher response and conversion levels ■ Identify companies that will invest in client loyalty and new customer acquisition
- 61. Sales Approach ■ Identify those companies with an outside sales force ■ Opportunities exist for both B2B, as well as B2C ■ Understand their sales issues, objectives and processes
- 62. Do They Use A CRM? ■ Another key criteria are those companies that keep good internal client/prospect data ■ It provides a good starting point for campaign design ■ Integrating MA with their CRM offers more value
- 63. Seek Executive Level Contacts ■ Multi-channel marketing automation requires a more strategic level of thinking ■ For this reason, you should not present this to a print buyer or purchasing person ■ Higher level contacts have the vision and authority to make decisions on deploying new methods of marketing ■ VP of Marketing / VP of Sales
- 64. What’s the Approach? ■ A sales call on a print buyer versus the VP of Marketing require different strategies ■ Understanding the difference leads to a different approach ■ Do you speak their language ■ Is your approach appropriate ■ Identify their key objectives for marketing success
- 65. How to find the right contacts? ■ Find out who is responsible for customer acquisition, client loyalty, or sales revenue in your target account ■ These are the people who are staying up at night worrying about how they will meet their revenue targets
- 66. Focus on what matters most ■ Sell this as a tool to help their business, not an add-on to a print job ■ Sales Ready Leads, Lead Nurturing & Scoring are critical in today’s world ■ Show examples of how Multi-channel Marketing Programs can deliver a greater ROI
- 68. Dscoop9 March 6 - 8, Orlando, FL. Meet with the MindFire team at Booth #501 Can’t wait to win? Visit: http://myDscoop.com
- 69. 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 prior to 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 by placing an order this month
- 70. Next Steps... Do you want to: ● Talk about the HP - MindFire Integration ● Schedule a Studio demo ● Test-drive the Studio ● Meet at Dscoop9 Email Mackenzi at: mcfarsheed@mindfireinc.com
- 72. Questions for your panel?