marketing corner: how we use marketing automation at mindfire
DESCRIPTION
Ramin Zamani, EVP of Marketing, and Dave Rosendahl, Co-founder of MindFire, present the first Marketing Corner educational webinar, and take you to a behind-the-scene tour on how MindFire uses marketing automation to run marketing campaigns. Here's what's being covered in this presentation: -- Managing (un)subscriptions with a master program -- Using template(s) to boost your productivity -- Advanced Target Audience segmentation using “Goals” and “Scores” -- Introducing the new dashboard in MindFire Studio If you want to wrap your head around buzzwords like lead nurturing, lead scoring, drip campaigns, and marketing automation, and would like to learn fast and easy ways to increase your productivity with MindFire Studio, the Marketing Corner is for you!TRANSCRIPT
Marketing CornerRamin Zamani
EVP of Marketing, MindFire
July 1, 2014
What is Marketing Corner?
● Using marketing automation technology to work smarter (Examples from our own campaigns with MindFire Studio)
● Digital marketing campaign best practices
● Your topics/questions
About MindFire Studio
Create your free account:mindfirestudio.com
MindFire Studio Marketing Communication Platform
Multi-channel marketing: Integrate email, direct mail, SMS,
Voice, and more.
Personalization:Simple to sophisticated workflows
with advanced rules
Turn-key marketing solutions:Franchises or large organizations
with multiple locations
Kiosk and Web-portals:Applications within storefronts
What we’ll cover today:
● MindFire Studio productivity tips:○ Using Program template(s)○ Creating a global (un)subscription program○ Using Goals to segment your Target Audience
● New dashboard:○ Taking your report and analytics to the next level
Your presenters today
Ramin ZamaniEVP of Marketing at MindFireCreating campaigns for 12+ years
949-265-1271
@RaminZamani
http://mindfirestudio.com/blog
Your presenters today
David RosendahlCo-founder of MindFireLeading the Product team
949-375-4459
@DaveRosendahl
Less work, more fun...
MindFire Studio productivity tips
Work smarter...
Using Program Templates
When?
You run certain campaigns that have similar workflows:
● Webinar registration campaigns● Monthly eNewsletters● eBook download● ...
How?
Creating a template:1. Keep what’s constant 2. Abstract what varies (with Content
Variables)3. Save the Program’s file “as a template”
Using Program templates - Summary
1. Create a Master Program template2. Include all the frequently used Elements:
a. Target Audienceb. Emailc. Microsited. Pagese. Triggersf. Notifications
3. Save the Program file as a template.
What we’ll cover today:
● MindFire Studio productivity tips:○ Using Program template(s)○ Creating a global (un)subscription program○ Using Goals to segment your Target Audience
● New dashboard:○ Taking your report and analytics to the next level
Keeping your data clean...
Creating a global (un)subscription Program
Managing data (and keeping it clean)
MindFire Studio
CRMsalesforce
Sales team inputCampaigns forms and emails
Using the system’s “Unsubscribe”
Pros:● It’s very easy to
use● Automatically
removes the contact from all Programs
Cons:● Re-subscribing un-
subscribers is not as easy
● You don’t have any control over the process
A Global (un)subscription Program
● Adding a new contact to your Studio database
● Unsubscribing an existing contact from your list
Adding a contact
mindfirestudio.net/subscription
Unsubscribing a contact
From emails:##purl##.mindfirestudio.com/subscription
Direct link:johnsample35.mindfirestudio.com/subscription
Let’s take a look at the Program in Studio
Global (un)subscription - Summary
1. Create a custom field (for example “remove”)2. Create a Program with a form to add or unsubscribe
contacts3. Use the custom field to exclude unsubscribers from
your target audience4. Use ##purl##.domainname.com/subdirectory in
your email for unsubscription
What we’ll cover today:
● MindFire Studio productivity tips:○ Using Program template(s)○ Creating a global (un)subscription program○ Using Goals to segment your Target Audience
● New dashboard:○ Taking your report and analytics to the next level
Success metric(s) +Segmentation tool
Goals
Goals help you measure your success
How many people registered to the webinar?How many downloaded the eBook?
Or even undesired ones:How many people have unsubscribed?
Using Goals in 3 easy steps
1. Set up a Goal in your Account Configurations
2. Assign a Goal to your “Conversion” Event with Element(s)
3. Use a Goal in Behavioral Filter to segment your Target Audience
Goals help you segment your target
● Within a Program:○ e.g. send a thank you email to those who have
rsvped to this particular event● Across all Programs:
○ e.g. exclude anyone who has already requested a demo (in any program)
Standard and Behavioral Filters
StandardTitle
IndustryGeography
Revenue...
BehavioralDownloaded our eBook
Requested a demoVisited our websiteAttended a webinar
...
Advanced segmentation with Goals
1. Create your Goals in your global Configurations2. Assign Goals for “conversion” Events3. Use Goals in your Behavioral filters to segment your
Target Audience:a. within one Programb. across all Programs
What we’ll cover today:
● MindFire Studio productivity tips:○ Using Program template(s)○ Creating a global (un)subscription program○ Using Goals to segment your Target Audience
● New dashboard:○ Taking your report and analytics to the next level
Taking your campaign reporting & analytics to the next level
MindFire StudioDashboard
[Screenshot of Program]
[Screenshot of Program]
[Screenshot of the Email]
[Screenshot of the Email]
[Screenshot of Microsite Workflow]
[Screenshot of Program]
[Screenshot of Email Scoring Assignment]
Sign up for our 2 day classroom training!This training course is designed to walk you through different stages of building a multi-channel, multi-touch
marketing campaign with MindFire Studio®
Want to learn more?
Register @ MindFireTraining.comOur next class is at MindFire HQ in Irvine, CA // August 27th & 28th
Join the LinkedIn Group:http://bit.ly/marketingcorner
Next Steps:
1. Sign up for a free trial :http://mindfirestudio.com/free-signup
2. Schedule a 1:1 meeting:http://mindfirestudio.com/contact
Questions?
Contact us!
Ramin Zamani949-265-1271
@RaminZamani
David Rosendahl949-375-4459
@DaveRosendahl
Thank you!