How McArdle Uses Marketing Automation to Win New Business with Self-Promotional Campaigns
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Transcript of How McArdle Uses Marketing Automation to Win New Business with Self-Promotional Campaigns
How McArdle Uses Marketing Automation
to Win New Business with Self-Promotional Campaigns
You should hear us now. If you don’t, please send a
chat message.
Today’s session is being recorded.
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
Lisa Arsenault President McArdle Solu+ons Lisa.arsenault@mcardlesolu+ons.com
Today’s presenters
Joe Manos Execu+ve Vice President MindFireInc [email protected]
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
WHAT’S DRIVING TODAY’S MARKETING TRANSFORMATION
2014 MARKETING BASELINE
Why should you care about Multi-channel Marketing Automation?
In
Multi-channel Marketing Solutions
Email Direct Mail Mobile Voice Social
Led by
Strategy Informed by
Data Fueled by
Technology Op+mized for
Results
Orchestrate All Channels
Outbound channels
Inbound channels
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?
What about your business?
What are you doing differently to build
your business?
Create new revenue opportunities?
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
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
Welcome Back Lisa
Lisa Arsenault President McArdle Solutions [email protected]
LEVERAGING SELF PROMOTION FOR NEW BUSINESS SUCCESS
SELF PROMOTION PROGRAMS
Self Promotion § Critical part of your
ongoing marketing
§ Let’s look at some of the elements
Six Programs § Ongoing outbound programs
– Example: Your In"nite Tool Box
§ McArdle’s Seminar Series § Educational Webinars § Connect Magazine § Lunch & Learn Seminars § Calendar using various substrates
Start the Dialogue § You don’t know Jack…
What’s In The Box? § The In"nite Tool Box
§ What were your objectives?
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 Infi nite 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
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 Infi nite 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
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 Infi nite 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
Keep your acquisition efforts on the right track.
McArdle analyzes and assesses results along the way, making adjustments to fi ne-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 fi ll 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 Zang301.390.8523
JohnSample.infinitetoolbox.com
Keep your acquisition efforts on the right track.
McArdle analyzes and assesses results along the way, making adjustments to fi ne-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 fi ll 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:Pamela Preston301.390.8540
JohnSample.infinitetoolbox.com
Keep your acquisition efforts on the right track.
McArdle analyzes and assesses results along the way, making adjustments to fi ne-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 fi ll 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:Brian Payne301.390.8546
JohnSample.infinitetoolbox.com
Seminar Series § Seminar Series
§ Builds capability, value and differentiation
§ Leads to new business
Seminar Topics § Mastermind Marketing § Printing Professionals § Beginning – Intermediate Adobe CS4 § Interplay of Paper and Ink § Digital Technology § Mailing Made Simple § Social Media
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 con"dence in your
capabilities § Demonstrate expertise § Improved ROMI of better
designed programs
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
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
Connect Magazine § Provide high value content to
customer/prospects
§ Remain top of mind
§ Build ongoing messaging
Lunch & Learn Seminars § Leads from the Seminar Series
§ Lead to onsite Lunch & Learn Seminars
§ Content can vary
§ Generates new business
Calendar Program
§ Useable marketing content
§ Front & Center when they need something
§ Builds value and messaging
Self Promotion Summary
§ Ongoing, consistent messaging & touches
§ Here’s how we can help
§ Very focused on deliverables
MULTI-TOUCH LEADS TO SUCCESS LEAD NURTURING PROGRAM
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
Program Overview § Program: Specialty Certi"cation
§ Theme: Get Ready… Get Set… Get Certi"ed …
§ Program Objective: Drive awareness towards certi"cation to include bene"ts 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 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
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
Get Certi"ed Postcard
Get Certi"ed 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 Center8515 Georgia Ave.Suite 400Silver Spring, MD 20910-3492
Nurses Week Postcard
Reach HigherCelebrate National Nurses Week with ANCC board certification!
Learn more at:
«Complete URL»
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 Center8515 Georgia Ave.Suite 400Silver 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»
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
Personalized Micropage
Results Results Achieved § Response rate: 22.54%
§ Visit Rate: 5.83%
§ Responding Nurses: – Increased certi"ed nursing program sign-ups – This was the overall program objective – 2089 or 7.59% – They were thrilled with the results!
HOW YOU’VE GROWN THE BUSINESS BUSINESS GROWTH DISCUSSION
Transformation
You’re not the same company you were !ve
years ago…
What’s changed?
Ongoing Evolution
What have you learned over the
years?
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?
Customer Needs
How have corporate customers changed?
Disrupted Industry
Constantly changing but most companies are
searching for new revenue…thoughts?
Ideal Customer Pro"le
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
Sales Team Evolution
Good Food vs. Bad Food Over the years your sales team has
changed.
What’s your sales vision today?
Proposal Evolution One and Done Programs
versus One Year Programs.
What’s your strategy?
Unique customer deliverable
In many ways, you look / act like an Agency not a
printer…
Is that by design?
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 !nd the time!
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
Thank you!
Thank you! Joseph E. Manos Execu+ve Vice President [email protected] 916-‐284-‐8112 mobile