a new age of direct mail: how presenters · 10/8/2019 · a new age of direct mail: how to develop...
TRANSCRIPT
© 2019 eMarketer Inc.
A New Age of Direct Mail: How
to Develop Campaigns and
Prove Impact
You’ll be connected to audio using your computer’s microphone
and speakers (VoIP). A headset is recommended. Or you may
select “Use Telephone” after joining the webinar. To join using
your telephone, dial the conference number and provide the
access code noted in your control panel.
After the webinar you’ll receive an email with a link to view the
on-demand materials.
Hayley Ferrante
Sr. Marketing Specialist,
Demand Generation
Marketo, an Adobe Company
Douglas Clark
Global Director, Public Relations
eMarketer
Presented by
MODERATOR
October 8, 2019
Tech-Talk WebinarBegins at 1:00 PM ET
PRESENTERS
James Leedom
Marketing Operations Manager
Marketo, an Adobe Company
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Meet the Speakers
2
Hayley FerranteSr. Marketing Specialist, Demand
Generation
Marketo, an Adobe Company
James Leedom
Marketing Operations Manager
Marketo, an Adobe Company
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
A New Age of Direct Mail: How to Develop Campaigns and Prove ImpactHayley Ferrante & James Leedom
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Agenda
4
Direct
Define
Engagement
Prove
Impact
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Once Upon a Time…
5
▪ The Champagne Campaign
▪ What: Two-touch direct mail campaign
▪ Why: Increase meetings for sales
▪ How: Send a flute for the meeting invite, give a bottle for a meeting held
▪ Defining Success
▪ Meeting held = success
▪ Response = success
▪ No response = not a success
▪ Challenges
▪ Triggering a flute relied on marketing
▪ Process was vaguely defined
▪ Tracking relied solely on sales reps
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
A New Age of Direct Mail
6
Personalized Gifts Accurate Targeting Track Everything
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Defining Engagement
7
Alyce
Gift Being Researched
More Information Needed
Gift Selections Ready
Gift Invitation Pending
Invite in Transit
Invite Delivered
Gift Was Manually Disabled
Gift Expired
Gift Invitation Processing
Gift Invitation Sent
Recipient Visited Gift Page
Recipient Accepted Gift
Meeting Held
Meeting Not Held
SendosoThe End Result
Item Processing
Item Shipped
Item Delivered
Item Undeliverable
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Defining Engagement
8
Alyce
Status – But Not Success
Gift Invitation Processing
Gift Invitation Sent
Success
Recipient Visited Gift Page
Recipient Accepted Gift
Meeting Held
Unsuccessful
Meeting Not Held
SendosoThe End Result
Item Processing
Item Shipped
Item Delivered
Item Undeliverable
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Mantras We Live By
9
Listen to anecdotes, but act on data Engagement deserves attribution
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Marketing Data: Siloed in Channels
10
Optimize Optimize Optimize Optimize Optimize
WEBPAID
MEDIAEVENTS EMAIL
DIRECT MAIL
Pageviews, bounce rate
CPM, CPC, CPL
Badge scans, registrations
Open rate, click rate
Meeting booked
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Data Volume Difference
11
1
22
167
Tracked by single-touch attribution
Tracked by CRM campaigns
Average # of touchpoints in a Marketo journey
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Components of Good Attribution
12
DIGITAL MARKETING FIELD AND OFFLINE SALES DEV
ATTRIBUTIONDATA COLLECTION
On-Site JavaScript
Track all anonymous & known sessions
Track organic (SEO), direct, web referral
Landing page & form URL data
Auto capture UTMs and referral data
Ad API Integrations
Auto capture cost& ROI data
No UTMs necessary
Marketing Automation
Track a ll email campaigns & programs
ChatInteg.
View-Through
Track pre-anonymous
activity
A/BTesting Integ.
CRMCampaigns
Track campaigns & responses
Direct mail, events,
syndication
Can pivot on multiple outcomes
CallTracking
Integ.
Track inbound ca l ls
Activity Tracking
Auto track outbound
ca l ls & emails
Custom configuration
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
See the Complete Prospect Journey
13
AnonymousFirst Touch
BlogPost
(SEO) (SEO)
EmailPhone Phone Event Event
Whitepaper Conference CaseStudy
Sales Dinner
WebinarRegistration
BlogPost
Personalized Gift
Whitepaper
Direct Mail
Lead Creation
MQL Opportunity Create
Live Demo
Deal / Revenue
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Proving Impact
14
Opp Created Stage 1 Stage 2 Stage 3 Stage 4 Deal / Revenue
(SEO) (SEO)
Email Email Email Event Event
BlogPost
Lunch and Learn
WebinarRegistration
BlogPost
Infographic Whitepaper Conference CaseStudy
Sales Dinner
Event
Personalized Gift
Site Visit
Direct Mail
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Revenue Impact on Pipeline Acceleration
15
Opportunity Creation
Stage 1 Stage 2 Stage 3 Stage 4 Deal / Revenue
22.5%15% 22.5%Total 20%
10%10%
© 2019 Adobe. All Rights R eserved . Adob e Confidential.
Key Takeaways
16
Audit Your
Tech Stack
Measure
Consistently
Educate &
Sell Internally
Have the
Right Mindset
Identify
& Align
© 2019 eMarketer Inc.
A New Age of Direct Mail: How to Develop
Campaigns and Prove Impact
Please submit any questions you have and we’ll do our best to address them! All
registrants will be receiving a follow-up email with a link to view the on-demand materials.
➢You can register for upcoming Tech-Talk and Meet the Analyst Webinars at:
emarketer.com/webinars
➢ October 9 | Identity Resolution & Predictive Segmentation
➢ October 10 | Audience Segmentation and Targeting in Today's Digitally-Driven,
Customer-Obsessed World
➢Be sure to also check out eMarketer’s “Behind the Numbers” podcast for daily,
freewheeling conversations about the ways digital is transforming media, marketing, business and even life. Tune in at: emarketer.com/podcast
➢NEW: eMarketer Daily Forecast videos that bring our forecasts to life! You can find them every day in the eMarketer Daily Newsletter. Sign up at:
emarketer.com/newsletters
Hayley Ferrante
Sr. Marketing Specialist,
Demand Generation
Marketo, an Adobe Company
Douglas Clark
Global Director, Public Relations
eMarketer
Presented by
MODERATOR
Tech-Talk WebinarQ&A Session
PRESENTERS
James Leedom
Marketing Operations Manager
Marketo, an Adobe Company