1. We’re Watching You
How CIMC Used Marketing Automation to Connect with Attendees, Sponsors and Exhibitors in 2017

2. Tell a Joke or Do a Magic Trick
While this screen is up, give an overview of what you’ll cover.
The Changing Buyer Landscape
Impact on already stretched marketing teams.
Marketing CIMC - How we applied Marketing Automation to bring scattered teams together.
Takeaways – steps and roadblocks to effective marketing automation

3. Changing Buyer Landscape
Buyers used to have very limited information.
Now they have more than they can even use.
If you don’t want your marketing message to get ignored, it needs to be more targeted and personal then ever before.
Nurturing leads with relevant content is now a requirement just to get the doors opened.

4. A Sales & Marketing Problem
"The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process”
- SiriusDecisions
Evolution of the Sales Funnel – traditional selling was based on a simple funnel, but it failed to capture the buyer’s research activity early in the sales process. The introduction of CRM tools provided sales teams with the tools to better manage customer and prospect relationships and our understanding of the sales funnel expanded.

5. Buyers Are Overwhelmed with Information & Choices
And that means by the time they reach you, they’ve already made 70% of the judgments that make up a decision to buy – or not to buy – from you.
“Only 27% of leads sent directly to sales are qualified.” Marketing Sherpa

6. What Usually Happens Roadblocks
Not enough leads to feed the sales funnel
No easy way to qualify leads
No way to effectively nurture leads
Big gaps in follow-up from the sales team
Can’t see where the leaks in the pipeline are
Don’t know which tactics are driving revenue
Drive qualified traffic to your website where they can find the information they are looking for.
Fill your sales funnel by capturing leads with great content gated by dynamic forms.
Identify which leads are highly interested and sales-ready with lead scoring.
Develop leads that aren’t sales-ready by automatically putting them on nurturing campaigns.
Instantly notify salespeople about leads that are ready to buy.
See exactly when leads fall out of your pipeline and take action.
Know which tactics are driving revenue with end-to-end ROI

7. Marketing CIMC Putting the Puzzle Pieces Together
Many cooks in the kitchen – lots of agencies participate in bringing this conference to you every year. Not unlike the puzzle pieces on the last slide; and yet as a marketing conference, everything we do to promote the event is under scrutiny from our peers. List has grown exponentially in 12 months – actually by a factor of almost four. Any of you running active programs can imagine what 4x the list size overnight would do to your response rates! Hard to be relevant to four times as many people with the same program. It has to evolve. As the partner, we have a view of response behavior that is hidden from most other marketing teams… the question is how to take that information and get it directly in front of the people in a position to take action on it.

8. After years of same old, same old, the world of email is changing dramatically.
At the same time, for the first time in a very long time, the last two years have seen a dramatic evolution in the world of marketing. Far from dead, it remains the most profitable online marketing channel. And as both “Millenials” and the social media stratosphere mature, what’s emerging is a very clear pattern of “value” amongst the online channels. Far from one killing the other, they co-exist harmoniously. Each providing a different value – social no more killed than video killed the radio star.
Recent changes to the online environment are requiring marketers to rethink their use of . Some of these are unavoidable – CASL for example, and recent changes to the EU Data Privacy and Protection act that require certain standards of data management by anyone in any country who captures, stores or handles data relating to a UK resident. There is also the explosion of inboxes like those associated with your social media accounts on Facebook and LinkedIn and the rapid adoption of Gmail that has put the marketer at the mercy of Google’s fads and social experiments. Others are functional – like the rising compatibility of in-message video plays, the emergence of Kinetic design, the demand for mobile responsive everything, and the emerging dependence on automation. At the same time, subscribers expectations have risen with respect to the basics so many continue to overlook – personalization, the use of dynamic content to deliver relevant messages to sub-segments of your list within a given message. All of this, of course, must be accomplished in an overcrowded inbox flooded with messages from every corner of an individuals life as the line between private life and work life continues to blur.
Every $1 spent on generates an average ROI of $44.25
70% “always” open from favorite brands.
91% check at least once per day on their smartphone.

9. Marketing Automation IS The New Face of Email
Using marketing automation can increase conversion rates on campaigns by over 50%.
Marketing Automation IS The New Face of
Data Source: Aberdeen Group
That means if you’re still doing batch and blast marketing through an entry level tool like MailChimp or Constant Contact, there’s a pretty good chance you’re leaving a heck of a lot of money on the table!

10. Know Your Audience | Buyer Personas are the Heart of MA
Companies that segment their lists see 39% higher open rates and 28% lower unsubscribe rates.
Know Your Audience | Buyer Personas are the Heart of MA
Data Source: Lyris
Start by knowing your audience. How many of you in the room have developed buyer personas? We began with a discussion about who you are – we asked Darian and his team a bunch of questions, pulled the attendee lists from the last two years into our software, and we stalked you on social media. That provided us with a lot of insight into your attitudes, preferences, career paths and education, among other things. We ended up identifying three core groups of prospective attendees – small agency teams and freelancers; marketing team members in larger agencies and brands, senior marketing leaders at those same agencies and brands. Each group has different agenda – why you would come to CIMC, are you in a position to sponsor CIMC or might you consider an exhibitor booth, what is your price sensitivity, what benefits are important.
On top of that we layered a second segmentation level – have you attended CIMC in the past? In what capacity – as a speaker? Attendee? Sponsor?

11. Promotional s
Show to samples of promo s side by side and discuss the ways in which dynamic content was used to personalize based on segments and personas.

12. Speaker s
Making sure speakers have all the information they need to ensure a smooth experience at CIMC.
Limited number of messages
Lots of text content / information heavy
Deadlines, parking, passes, registration, etc.
Show to samples of promo s side by side and discuss the ways in which dynamic content was used to personalize based on segments and personas.

13. Keeping Registrants Informed & Building Anticipation

14. Helping CIMC Secure Sponsorship
Bring in use of notifications to support the sponsorship team; tracking of media engagement and integration of form fills.

15. Who’s On Your Website?
Introduce anonymous visitor tracking and how it could be used by the conference to drive sponsorship outreach this year, and gather insight into what’s working on the site next year.

16. We Really Are Watching
Individual tracking – what we know about you when you’re in our database. Why that information is useful – how we use it.

17. By The Numbers The Program How You Responded 14 Promotional Emails
11 Partner s
5 Registrant s
6 Speaker Notices
At total of 36 s
Open rates between 18% and 60%+
Click through rates as high as 33%
52 Sponsor Or Exhibitor Opportunities Identified
19% of registrants from the house list
Generic graph or “line going up” image. Present final tally – open rates, click rates, purchase rates and behaviour, etc. Have on cue cards – won’t be able to tally before presentation submission. Check with Darian / Christian day of before releasing any business results related data.

18. What Did We Learn About You?
You prefer cheeky subject lines.
You don’t want to feel like you’re missing out.
You’ll read long s. You’d rather get short ones.
You decide at the last minute – engagement increased as we got closer to the event.
You like oatmeal for breakfast.
Generic graph or “line going up” image. Present final tally – open rates, click rates, purchase rates and behaviour, etc. Have on cue cards – won’t be able to tally before presentation submission. Check with Darian / Christian day of before releasing any business results related data.

19. Do You Really NEED Marketing Automation?
A set of tools that let companies:
Generate more leads by identifying anonymous web visitors and capturing them with forms, so your sales funnel stays full
Increase number of qualified leads by nurturing all leads with personalized content
Drive more sales by identifying sales-ready leads for the sales team, and helping them follow up as fast as possible
Improve up-selling and cross-selling by developing and retaining existing customers
See comprehensive ROI for every marketing tactic by tracking the entire sales process from end-to-end

20. Profile of a Full Featured Solution
Is it easy to use?
Intuitive to use and compatible with everything
Will there be enough $ left in the budget to fund campaigns?
Your technology licensing should be only a fraction of your MA investment.
Does it have all the features I need?
Comprehensive end-to-end solution that includes database management, lead scoring, funnel management, marketing, workflows, call tracking, & landing page integration. Some tools also include (at additional cost) CMS tools, SEO tools, PPC tools. Often more powerful solutions are available at lower cost.
Will it work with my current CRM, CMS and ERP systems?
Is the learning curve realistic for a diverse sales force?
Simple intuitive interface, small learning curve for common tasks.
How readily accessible are the numbers I need?
Comprehensive end-to-end solution
Mention the tools we use why/how – Hubspot for enterprise level customers, our small business MA tool for companies where budget is tighter.

21. Can’t I Just Use My Email Tool?
What is the difference between:
Marketing automation tools,
services like MailChimp or Constant Contact, and
A CRM like Salesforce.com?
I feel like for the first time we have a working marketing and sales process that’s driving results and I know what’s happening…
CEO,
Tech Company
You guys understand business, not just “we can make you a pretty website”.
President,
Manufacturing Broker

22. Roadblocks
“Not knowing how and not being able to afford it are the two biggest obstacles companies face when implementing marketing automation.”
Asend2

23. Kinetixdigital.ca/blog
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Studio: nakedlens.ca