email, mobile, and social media marketing lessons from top performing b2-b and b2c brands
TRANSCRIPT
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Session Title
DANIEL BURSTEINDirector of Editorial ContentMarketingSherpa and MECLABS Institute
Email, Mobile and Social Media Marketing: Lessons from top-performing B-to-B and B-to-C brands
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Ask questions and join the conversation:
Daniel BursteinDirector of Editorial Content
MarketingSherpa
@DanielBurstein
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Almost 1,000 attendees
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Including this guyThorin McGeeEditor-in-Chief
Target Marketing
@TMThorin
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The 7 Most Challenging Issues for Marketing Departments
Most challenging
Source: MarketingSherpa Marketer Practices SurveyN = 434
Less challenging
1 Size of marketing budget
2 Inadequate staffing resources and expertise
3 Acting on data to improve marketing performance
4 Limited ability to develop content
5 Ability to target recipients
6 Technology
7 Design and management of experiments and A/B tests
#DMDay16Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021
Preferred Ways of Receiving Updates and Promotions
8%
9%
15%
17%
20%
24%
28%
38%
49%
54%
I prefer not to receive any company updates orpromotions
Attend local events
Download a mobile app
Receive via text messages
Follow on social media
Subscribe to receive emails at a predeterminedfrequency (chosen by the brand)
Receive at the physical store
Visit the company's website when I want updatesand promotions
Subscribe to receive emails at a frequencyI choose
Receive in the mail
60 % total*
*We asked participants to “Select all thatapply,” which allowed them to pick morethan one option. The total number reflectsunique responses.
#DMDay16Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021
Top 7 Ways of Discovering New Products
26%
27%
27%
34%
47%
57%
59%
Customer reviews on the company's site
Through online advertising
Through offline advertising (e.g., ad in the newspaper,billboard, TV ad)
Articles in print magazines/newspapers
Using a search engine
Word-of-mouth from friends, family, colleagues
In-store browsing
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15%
15%
17%
20%
24%
37%
47%
In-person conversations
None
Billboards
Text message
Radio ads
Email on my smartphone
Print ads
Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021
Top 7 Preferred Methods of Communicating With CompaniesWhen Away From Computer
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Session Title
Takeaway #1: Successful marketing is customer-first marketing
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Karen Thomas-SmithVice President, Provider Marketing and Reference ManagementOptum
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Quality
Patient Access
Medical Necessity
Reimbursement
Financial andClinical Analytics
Population HealthManagement
AlignedIncentives
Providing Care
ClinicalCare
Coding andDocumentation
Care DeliveryModel
Managing Health
Preparefor Change
OptimizePerformance
InvestNew Capital
Patient Satisfaction
Cost
Navigating the journey from providing care to managing health
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Client learning and relationships
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Landing Pages
PRIMARY CONTENT
Banner Ads
Blog Series
Email Templates
Optum.com/PURL
Reimagining content
SUPPLEMENTAL CONTENT
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Content machine
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Results to-date
• An integrated campaign that has generated over 12,000,000 impressions
• More than 10,000 downloads of gated content
• Results that have surpassed the team's goals by 250%
• Over $120 million in sales pipeline creation to date
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Call for Speakers goes here
MarketingSherpa.com/CFS
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Bruce DuesterhoeftManager, Online Fundraising
Consumer Reports
Dawn NelsonDirector, Fundraising
Consumer Reports
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Blog challenge
• Contest posted on MarketingExperiments and Convince & Convert blogs
• Followers were challenged to craft value messaging for the first email test
• We received 54 submissions from marketers around the world
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Tested value factors1 Honest and unbiased reporting
3
Personal impact2
Quality of research 4
?????
Audience-submitted focus
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Tested value factors1 Honest and unbiased reporting
3
Personal impact2
Quality of research 4 Consumer empowerment
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Test 1: TreatmentsControl: Mixed value proposition Treatment 1: Honest and unbiased
reportingTreatment 3: Quality of researchTreatment 2: Personal impact Treatment 4: Consumer
empowerment
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Test 1: Results
Every treatment underperformed against the Control
Clickthrough Rate Relative Difference Level of Confidence
Control – Mixed value proposition 1.2% N/A N/A
Treatment 1 – Honest/unbiased reporting 0.9% -25.2% 99%
Treatment 2 – Personal impact 1.0% -22.0% 99%
Treatment 3 – Quality of research 1.2% -6.7% 85%
Treatment 4 – Consumer empowerment 0.9% -29.2% 99%
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Best-performing treatment
3 Quality of research
Ahnna PildyshProduct marketing freelancer
Malaspina Labs
Congratulations to…
“Since Treatment 3 themed around ‘quality of research’ was second to the control in terms of clickthroughs and donations, I learned that this theme resonates and is one we haven't emphasized as much in past communications and perhaps could emphasize more in our future messages, along with product testing.”
– Dawn Nelson, Director of Fundraising, Consumer Reports
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Challenge the status quo
“Challenge what you think you know… You can learn as much from the ‘losers’ as you can from the ‘winners.’”
– Dawn Nelson Director of Fundraising, Consumer Reports
“Marketers need to leave their ego at the door and look at their messaging with a different eye. Our instincts are not always the consumers’.”
– Bruce DuesterhoeftProgram Manager, Online Fundraising, Consumer Reports
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Session Title
Takeaway #2: Reward your customers
#DMDay16Flint McGlaughlinManaging Director and CEO
MECLABS Institute
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Get Paid to Take FREE Surveys
Here’s Your First Survey, and an Invitation to Join Our Research Community
Get Paid to Fill Out Online Surveys
Get Rewarded for Your Opinion
Surveys – Quick, Easy and FREE
Win Cash & Prizes for Online Surveys
Set Up Your FREE Account Today and Start Earning Money!
You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions
Join the SurveySpot Community and Have Your Opinions Count
Take Online Surveys From Home and Win Cash & Prizes
10.44%
8.87%
7.46%
7.23%
5.67%
5.12%
5.03%
4.24%
3.36%
2.95%
POINTLAST
POINTFIRST
Customer Logic“What I Get”
Company Logic“What I Do”
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Get Paid to Take FREE Surveys
Here’s Your First Survey, and an Invitation to Join Our Research Community
Get Paid to Fill Out Online Surveys
Get Rewarded for Your Opinion
Surveys – Quick, Easy and FREE
Win Cash & Prizes for Online Surveys
Set Up Your FREE Account Today and Start Earning Money!
You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions
Join the SurveySpot Community and Have Your Opinions Count
Take Online Surveys From Home and Win Cash & Prizes
10.44%
8.87%
7.46%
7.23%
5.67%
5.12%
5.03%
4.24%
3.36%
2.95%
POINTLAST
POINTFIRST
Customer Logic“What I Get”
Company Logic“What I Do”
#DMDay16
Get Paid to Take FREE Surveys
Here’s Your First Survey, and an Invitation to Join Our Research Community
Get Paid to Fill Out Online Surveys
Get Rewarded for Your Opinion
Surveys – Quick, Easy and FREE
Win Cash & Prizes for Online Surveys
Set Up Your FREE Account Today and Start Earning Money!
You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions
Join the SurveySpot Community and Have Your Opinions Count
Take Online Surveys From Home and Win Cash & Prizes
10.44%
8.87%
7.46%
7.23%
5.67%
5.12%
5.03%
4.24%
3.36%
2.95%
POINTLAST
POINTFIRST
Customer Logic“What I Get”
Company Logic“What I Do”
The marketer’s blind spot is SELF-INTEREST.
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Charles DuhiggAuthor of “The Power of Habit” and Senior Editor at The New York Times
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Julia FoxMarketing ManagerNakedWines.com
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First OrderAngel
Waiting ListImmature
AngelMature Angel
NakedWines.com funnel
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First OrderAngel
Waiting ListImmature
AngelMature Angel
NakedWines.com funnel
Perfect training ground for driving desired behavior
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Landing page
Summarize steps
Replicate progress bar
Incentive reminder
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Email 3 – Download app
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Onboarding for lifetime value (after August 2014)
Successful Outcome: Lifetime value increased 28% after roll-out of onboarding process, via both increased profit and retention.
KPI Impacted % Change
Annualized Net Contribution +10.2%
Annualized Attrition -13.9%
Lifetime Value +28%
!
28% Increase in LTV LTV increased after implementing an onboarding email process
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Session Title
Takeaway #3: Experiment with new ways of storytelling
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Dan BriscoeVice President of MarketingHCSS
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Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10
90,000
50,000
0
Results – 880% increase in Web visitsFeb 1 – April 11, 2015
Have fun with something customers care about.!
Launch of Contest
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About HCSS
Heavy Construction Systems Specialists provides software supporting 45,000 customers doing incredible construction projects across America.
However, not many people knew about the projects or the software.
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How do we get customers to share their stories?
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Create a competition between projects
versus
A bracket-style tournament of customer-submitted projects: “The Most Interesting Project”
“The Turn” Seawall
Frederick Bridge
Dancing Bear Tunnel
Wanapum Dam
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Results
292,000 votes
125 countries
3,584 cities in U.S.
96,000 new users
633% lift in social media traffic
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Clark CummingsSenior Manager of Member MarketingMarriott International
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Before After
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Historical view of December mailings
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Danny GavinVice President, Director of MarketingBrian Gavin Diamonds
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Jewelry Suppliers
Big-Box Retailers
Department Stores
Ecommerce Stores
Chain Jewelry Stores
Local Jewelry Stores
How can we compete with our established online and local
competitors?
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We needed a cost-effective method that could help us stand out amongst the competition.
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Vine strategies
1
2
3
Don’t oversell
Be true to the platform
Be timely and relevant
Distill4
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Ideally images have no borders or background
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Results – Email with Vine-related content
What You Need to Understand: Vine content can be and should be repurposed across all of your marketing channels.
23% increase in Open Rate
1,241% increase in CTR
!
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What You Need to Understand: There are no direct links in the Vine platform.!
Results – Website
13% YOY increase in total traffic*
20% increase in direct traffic** *Q1 2015 versus Q1 2014
**H2 2014 versus H1 2015
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Morgan SpurlockAcademy Award-nominated Director and Producer of CNN’s “Inside Man”
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Session Title
Takeaway #4: Enable your community of customers
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Cambria JacobsVice President of Marketing and Customer ServiceDoor to Door Organics
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#joydelivered
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Curate user-generated contentLet your customers speak for you by sharing their content to showcase their experience.
A customer’s photo featured in a Facebook
offer
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Social Media: A two-way street
Engagement Examples
“After seeing a brand respond to a review, 71% of people changed their perception of the brand.”*
* Hubspot
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Embed social from the ground up
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Results: Social media fan growth
The team achieved 500% growth on social media platform presence, which included gaining:
• 220,000 Facebook fans
• More than 8,000 Instagram followers
• More than 4,000 Pinterest followers
• Nearly 4,000 Twitter followers
• 2,400 LinkedIn followers
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Baxter DenneyVice President, Growth MarketingNew Relic
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Social billboardsStep 1. Photo booth Step 2. Digital billboards
Step 3. Share socially on Twitter
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Results
• 200+ retweets and 400+ likes for the billboard social posts
• 14% participation rate for attendees
How can we keep the social success of this campaign going?
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From virtual … to physical
Digital billboard Tweet
Outdoor billboards
Tiny billboards
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Creating brand love … that gets shared
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Results
14% participation rate for attendees
30% increase in social mentions at FutureStack
213% increase in social engagement at FutureStack
1 “Revvie” award won from Marketo
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Morgan KazanSenior Marketing Manager DonorsChoose.org
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DonorsChoose.org: Revenue raised through email
In FY15, we raised $75M as an organization
$37.5MPartners
$37.5MIndividual donors
$21.5MOther channels
$16MEmail
~20% of our revenue comes in through email. $14M
Transactional and notifications
$2MPromotional
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DonorsChoose.org: Revenue raised through email
In FY15, we raised $75M as an organization
$37.5MPartners
$37.5MIndividual donors
$21.5MOther channels
$16MEmail
~20% of our revenue comes in through email. $14M
Transactional and notifications
$2MPromotional
87% of revenue from transactional;13% from promotional
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Test #1: Control
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Test #1: Treatment #1
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Test #1: Treatment #2
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Session Title
Takeaway #5: Don’t overlook the nuts and bolts
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Laz TyrekidisDigital Marketing and Audience DirectorMetropolis International Group
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Preheader Optimization
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Preheader Optimization
30%
17%
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60% increase in email opens
8% increase in online revenue
90% increase in traffic coming from the email campaigns into the brand websites
Results (May 2014 – March 2015)
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Bart ThornburgSenior Manager of Email Marketing WeddingWire
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70%Mobile Opens
30%DesktopOpens
WeddingWire users are social
• Active Social Community: Great Social Content:
• 9 Signs a Wedding Venue is “The One”
• 11 Wedding Rules You Can Totally Break
• Wedding Dates to Avoid in 2017
• 5 Wedding Color Palettes for 2016
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Before
• Great content-specific CTAs
• Link directly to site
• No specific Social CTAs
More than 24 million email sends
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After
• Our audience is already using Pinterest for collecting and sharing wedding inspiration and advice
• Fuel an organic behavior/reduced friction
• Distribute our content beyond our subscriber base
Same CTA concept in top section
Additional CTA to “Pin now, read later” in bottom section
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Newsletter-social integration test results
Understanding User Behavior Is the Key to Social: We chose Pinterest because it natively facilitates the gathering, saving and sharing of wedding inspiration and advice. Our audience is already on Pinterest and this is what they’re using it for.
X Pinterest Follower Growth Re-Pins
Control – Newsletter with Pinterest icon in template 0 0
Treatment – Integrated newsletter Pinterest articles +27% +31%
!
31%* Increase in Re-Pins
*Has reached as high as 180%
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Derek KazeeDirector of Retention MarketingEbates
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Combining the art and science of marketing
• Analyze historical data for trends
• More shopping before and after Black Friday
• Mobile shopping on Thanksgiving increased
• We created our own holidays to capture new behavior
• Learn from other brands — what to do and what not to do
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Additional keys
• Go beyond the single channel transaction and look for new ways of engagement
• Connect with your audience on an emotional level
• Strengthen customer relationships by engaging them in new, cool ways
• Be innovative, flexible and responsive