The Real Story about Marketing Automation

Solutions

Healthcare IT Marketing and PR Conference

April 8, 2016

About the Presenter

Cheryl PederzoliDemand Generation, ProSites

Cheryl Pederzoli has over 11 years of marketing experience in healthcare and has experienced first-hand the many ways to market to physicians and healthcare organizations. Enjoying the daily challenges that marketing brings, Cheryl's experience in social media, marketing automation, content marketing, and digital promotion has made her an expert in lead generation. Currently driving demand generation at ProSites, Cheryl is responsible for strategic planning and execution of lead generation and lead nurture programs for their dental and medical online marketing solutions. Previously Cheryl was the Director of Pre-Sales and Marketing at Inflexxion, Inc, Marketing Manager at Quest Diagnostics and Marketing Director at Origin Healthcare Solutions. She earned her Bachelor of Science in Business with a concentration in Marketing degree from the University of Connecticut.

Agenda

● True cost● The real time commitment● Cool things you can do● The biggest challenges (a.k.a. problems) you may

encounter

Marketing automation (MA)

Software platforms and technologies designed to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. -Wikipedia

Standard MA Functions

Most Common

Mistakes

● Understanding the Time and Costs Commitments

● Poor Implementation and Training

● Utilizing the Functionality

True Costs

Costs

Annual/Monthly Subscription (most based on size of database, not users)

+ Add-ons (Sales tools, Outlook integration, etc)+ Implementation (one-time)

An MA solution is a long-term commitment

Do your job right…the cost goes up

Great marketing>

Larger number of emails/records

Figuring out the costs

1. Determine the number of existing emails. Include customers, prospects, leads.

● Tip-If moving from an email platform to MA solution, only import those emails that opened an email in the last year.

2. How many emails do you expect to add in the first 3 months?

● Most providers will allow you to increase db size as needed. Don’t pay for the additional names up front.

3. Confirm the number of users

● Some systems have per user costs

List Prices for MA Vendors

Hubspot Pro Hubspot Enterprise

Marketo Pardot Standard

Pardot Pro Eloqua Basic Eloqua Standard

Annual License

$800/month incl 1,000 contacts +$50 per 1k extra

$2,400/mo for 10,000 contacts + $10 per 1k extra

*older pricing$1995 /mo <10k contacts, $2995/mo 10-30K

$1,000/mo incl 10,000 contacts + $100 per 10k extra

$2,000/mo incl 10,000 contacts + $100 per 10k extra

Basic $2000/mo. <10K contacts

Standard $4000/mo <10K contacts

Implementation/ Setup

$3000 required

$5000 unknown $2500-$6000

unknown unknown unknown

Custom/ Advanced reporting

$200/mo $200/mo

Sales Add-ons

$50 per mo per user

$50 per mo per user

For 10,000 records ~ $26-36K to get started

Managing your costs

● Ask for a discount (every time)

● Is there anything else they can include (i.e. dedicated IP)

● Keep your database clean

The Time Commitment

How much time?

Implementation:

● Takes 6-8 weeks with weekly meetings and ongoing training

● Covers the basics. Integrating with CRM, website integration, how to use.

Ongoing:

● ?

Time adds up

In your first 3 months time, you need to potentially...

Replace or place forms on your website, integrate and build the automation behind them.Add code to your website.

Build 12 promotional emails (1 per week) with 12 landing pages, forms, automation.Possibly also auto-responding emails.

Create 1 nurture stream with 12 emails, 12 landing pages, forms automation and the appropriate content.

400 hours?

A few cool tricks

Anonymous visitors

● Pages visited and IP info is available

● When a form is completed, the history is connected to the lead

50% lift in email opens

When setting up an email campaign, schedule a resend of the email to those who didn’t open it 3-4 days later.

Use MA for webinar sign-ups

● Allows prospects to choose to sign up for a live or recorded webinar DOUBLE YOUR REGISTRATIONS

● The sign-up form stays up after the session ● Sales insight into who registered

Don’t forget the automation

If a prospect signs up for a white paper, display the white paper and add to nurture queue.

OR

If a prospect signs up for a white paper and has visited 5 pages in the last 7 days, display the white paper and send a sales alert.

OR

If a prospect signs up for a white paper, display the white paper, send an autoresponder email, three days later send an infographic on a similar topic, if that is clicked, send a personal email and alert sales.

Challenges

Challenge: Losing Your Super User

● Have lots of super users (they should be checking the work of the primary user anyways)

● Use the online training● Watch sales webinars to learn about the

functionality● Use the vendor or outside consulting

Challenge: Not using all the features

● Prioritize up front what is the most important features

● Consider vendor or outside consulting to set it up● Search user forums and LI groups for suggestions

and templates

Challenge: Managing Database Size

● Keep your data clean. Unsubscribes, do not mail and hard bounces may not count to your total.

● Only import in emails/contacts you are confident about.

● Know the sales CRM sync rules.

Advice

When trying to select a solution

Identify your very specific needs and ask they to show you how to do it during the demo. Be sure you see the same task done in all solutions so you can compare.

A few ideas

● Show me start to finish, how to build an email, select my list and schedule/send it.

● Show me how to create a basic contact us form with options for customer service or sales. How do you setup the automation to have the information go one way versus another?

● Show me the integration in my CRM. What will I (marketing) see and what will sales see?

Stay current

● Read the product updates

● Attend vendor conferences-live and virtual

● Watch the occasional sales demo

Marketing automation doesn’t make your job easier...it makes you better at it.

Let’s ConnectCheryl Pederzoli

Cherylped@Gmail.com Twitter.com/Cheryl_LPLinkedin.com/in/CherylPederzoli