McGraw-Hill Education: Building a Scalable Nurture Program
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One of the keys to engagement marketing success is understanding the customer journey. To remain competitive in today’s market, marketers need to build sophisticated, agile programs to nurture customers based on their behavior. Join this webinar to hear how McGraw-Hill Education is building an enterprise marketing automation program and positively transforming their customer interactions. Join McGraw-Hill and Marketo as they discuss how to: - Align marketing and sales practices - Develop integrated cross-channel marketing programs - Target content based on user behavior and activity - Add visibility/accountability to campaign metrics
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McGraw-Hill Education: Building a Scalable Nurture Program
- 1. Engagement Marketing at McGraw-Hill Education: Building a Scalable Enterprise Nurture Program Hannah Teitt Sr Manager, Marketing Automation @hannahteitt McGraw-Hill Education Shyna Zhang Director, Product Marketing @shynaz Marketo
- 2. Agenda • McGraw Hill Overview • Building Nurture at Scale • Biggest Wins • Lessons Learned
- 3. Page 3 Hannah Teitt Sr Manager, Marketing Automation McGraw-Hill Education, K-12 • Joined McGraw-Hill Education in July 2014 to lead Marketo implementation • Specialize in lead nurture strategy, lead management, reporting & systems/ops • Previously: • Designed the lead nurture program for Dell Software (200+ products across 7 BUs) • Rebuilt the lead management processes and marketing activity tracking system for Liferay Inc. to enable closed- loop reporting
- 4. Page 4 The Evolution of McGraw-Hill Education • About McGraw-Hill Education: • More then 6,000 employees in 44 countries • B2B and B2C • Customers are students, parents, educators, administrators, and professionals • PreK-12: Teachers/educators, administrators, schools and districts • Traditionally known for over 100 years as a textbook company, but we have transformed into a learning science company • Create digital technology and services to make learning more personal and drive achievement worldwide
- 5. Page 5
- 6. Page 6 ENGAGEMENT MARKETING Build personalized and lifelong relationships #1 – As Individuals #2 – Based On What They Do #3 – Continuously Over Time #4 – Directed Towards An Outcome #5 – Everywhere They Are
- 7. Page 7 Marketing Automation Responsibilities Email Marketing Lead Nurturing Data Collection & Database Management CRM Integration & Lead Management Lead Scoring Marketing Analytics & ROI Reporting Data Quality & Cleansing Landing Pages & Forms Demand Funnel Development & Sales Alignment Demand Gen & Web Content Strategy Marketing Activity Tracking Change Management & Training Responsibilities of the team prior to Marketo
- 8. Page 8 Marketing Automation Responsibilities Email Marketing Lead Nurturing Data Collection & Database Management CRM Integration & Lead Management Lead Scoring Marketing Analytics & ROI Reporting Data Quality & Cleansing Landing Pages & Forms Demand Funnel Development & Sales Alignment Demand Gen & Web Content Strategy Marketing Activity Tracking Change Management & Training Responsibilities of the team post to Marketo
- 9. Page 9 Phase 1: Understanding the Buyer
- 10. Page 10 Understanding the Customer Journey
- 12. Page 12 Customer Experience Marketing
- 13. Page 13 Phase 2: Providing contextual content
- 14. Page 14 How deals start today: known need SEO SEM Display Retargeting
- 15. Page 15 How deals start today: unknown need Thought Leadership PR Content Syndication Social Publishing
- 16. Page 16 Evolution of Communication
- 17. Page 17 Phase 3: Sales and Marketing Alignment
- 18. Page 18 Leads “Hot” Leads Customers X X Marketing Owns Fully dependent on Sales Marketing & Sales Share Evolution of Lead Management In less than 1 year* Without Marketo and lead management processes: *And evolving!
- 19. Page 19 Lead Nurture Framework
- 20. Page 20 Our 3 biggest wins 1. Sales’ confidence & alignment: “Sales rep source 100% of their pipeline” – Sales Manager, January 2015 2. Marketing Accountability: “Where are the leads for ‘portfolio A’?” 3. Customer Centricity: Targeted content based on user behavior and activity (no more “spray & pray”)
- 21. Page 21 1. Bring in the experts: Get Executive sponsorship to understand success roadmap • People, Process, Technology across the organization 2. Change Management across Sales & Marketing: Get your Sales org onboard and play nicely 3. Invest in the education for marketers to embrace Engagement Marketing: • Transition away from ‘batch & blast’ techniques Lessons Learned
- 22. Thank you! Hannah Teitt Sr Manager, Marketing Automation @hannahteitt McGraw-Hill Education Shyna Zhang Director, Product Marketing @shynaz Marketo
Notes de l'éditeur
- Update Logo.
- Is this slide needed? I started my career designing & coding marketing emails for Quest Software, a software company that was acquired by Dell in 2012
- Should we talk more about McGraw-Hill Connect? Because learning changes everything. For more than 100 years you’ve known us as textbooks. And that’s okay, because our name stands for trusted content and instructional design. But it’s time you also knew us for the digital technology and services we’ve developed to make learning even more personal to drive achievement worldwide. We combine proven, research-based content with the best emerging digital technologies to guide assessment, teaching and learning to achieve the best possible outcome for students, instructors and institutions. The way students receive and retain information has changed, and so have we. We deliver personalized learning experiences through adaptive technology built on learning science. We make teaching and learning more engaging, efficient and effective by delivering content and technology that continually adapts to students’ needs. Mobile, personalized, game-based, and adaptive learning methods not only help students learn more quickly and retain more information, but they help strengthen the relationship between educators and students. And we all know that technology by itself is not the answer. It takes curated content, proven learning methods, professional services, and digital technology to provide a true learning solution. McGraw-Hill Education has been investing in digital learning for years, and we now have more than four petabytes of digital content. Our acquisitions of Area9 and the ALEKS Corporation demonstrate how serious we are about this imperative. If you think about the pressures of teaching and educating today with new/changing achievement standards, technology disruption (content creation and distribution), budget cuts, etc. Our customers are telling us that they need support. They need an educational resource that can help them navigate this changing educational landscape. A company they trust, a company that they respect, a company that will take them forward.
- Marketo does more than just email. It’s a powerful tool that can transform any business IF there’s full buy-in from both marketing and sales leadership, and support to change business practices in order to improve results (and results means revenue). As a result of the Marketo implementation the responsibilities of an email specialist have at least tripled. 1 2014 vs. 2013 Trends: Between 2013 and 2014, email request volume alone increased 45.1% YoY Total requests including new responsibilities with Marketo increased volume by at least 88% YoY. 2 2015 vs. 2014 Trends: YTD email volume increased by 121.7% compared to this time last year. 3 What can an email specialist reasonably manage? 25 requests/month 4 Average YTD volume is 51 requests/month per specialists and growing. 3 Not including DDC, CTB/Acuity or Engrade – or other priorities.
- Marketo does more than just email. It’s a powerful tool that can transform any business IF there’s full buy-in from both marketing and sales leadership, and support to change business practices in order to improve results (and results means revenue). As a result of the Marketo implementation the responsibilities of an email specialist have at least tripled. 1 2014 vs. 2013 Trends: Between 2013 and 2014, email request volume alone increased 45.1% YoY Total requests including new responsibilities with Marketo increased volume by at least 88% YoY. 2 2015 vs. 2014 Trends: YTD email volume increased by 121.7% compared to this time last year. 3 What can an email specialist reasonably manage? 25 requests/month 4 Average YTD volume is 51 requests/month per specialists and growing. 3 Not including DDC, CTB/Acuity or Engrade – or other priorities.
- A successful engagement program begins by understanding Our personas, what they care about and what problems they need to address What time of material do they “want” to consume to solve that problem Content audit: what content do we have available to serve them in that stage of the decision making process and the key – let them self-direct their path (concept of logic-based routing).
- One of the trademarks of an engagement marketing function is recognizing the significance of content that targets the top-of-the-funnel or the beginning of the buyers journey: Moving away from product-centric communication as the first touch-point to content that proves that we understand our customers problem better than anyone else in the business. Don’t get me wrong – there’s a time and place for product-messaging. It’s crucial, but it’s not suitable for the 1st engagement, especially if you’re doing outbound marketing. We need to prove we’re trusted advisors to educators and they can sense when we’re simply trying to sell them something. In our industry, it’s easy to say – we know every school in North America, we essentially know their struggles/their problems (i.e. national and local law), we know who the job titles are… etc. When our customers come to us, they don’t want to hear about thought-leadership “fluff”; they want to know how a specific feature in product x operates, or if the product includes the specific curriculum they’re seeking. With this mentality, we’re assuming that every educator in the United States has a similar problem and they all know A) about all of the McGraw-Hill Education products, and B) that our products will solve their problems. The key here is “when our customers/prospects come to us”, assuming that we could sustain the business on inbound demand alone. That would be great, but it’s not realistic. We heard from Heidi Bullock yesterday that marketing realistically needs to be a mix of both inbound and outbound efforts to meet their revenue targets. We need to track each piece of marketing activity and prospect and customer engagement and use this valuable data to dictate where they are in the journey and serve content best suited to their needs. They tell us what they want to digest not the other way around. On our customer experience journey you’ll see a matrix of level of engagement on the y axis and on the x axis, time. Theoretically the level of user engagement will increase over time by digesting the appropriate collateral through their decision process. We know however, that not every journey is linear.
- Random acts of Product Marketing The nature of our communication has evolved as we’ve progressed through this massive transformation. The world of marketing textbooks is much different than marketing software and education technology. Our investment in Marketo was a huge leap in the right direction. As we are perfecting products that enable educators to have data-driven results in the classroom to improve student learning, We, ourselves, have to build the systems and infrastructure to support data collection, intelligent marketing, and metrics to support our own data-driven results in driving our business forward. Investing in Marketo, however, doesn’t solve the problems alone. It’s requires the transformation of both marketing and sales practices. This visual represents the evolution from check-list marketing where content is created and mass-distributed in isolation, to integrated cross-channel marketing where a strategic series of touch points are designed to drive prospects and customers to a closer relationship with McGraw-Hill Education and ultimately to a purchase This is a work in progress…. And it should continually be so Visual: What content do we need to create to address a specific problem need Arrange that content into a meaningful touchpoint Develop a strategic plan to provide a series of touchpoints to prospects and customers to aide in their decision-making a move them closer to a relationship with McGraw-Hill Education
- YTD, marketing has sent over 4500 qualified leads to sales.
- Update Logo.