How to Create a Complete Customer Lifecycle with Marketing Automation Mark Halvorson Director, New Sales @markhalvorson

Keva Meyer Marketing Consultant @kevameyer

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Mark Halvorson & Keva Meyer Blue Cross and Blue Shield of Minnesota

National Strength

Leveraging the Power of Blue

38 Blue Plans

1 in 3 Americans Covered

1ST Brand

Preference

Leading in Local Innovation

80 Years of

Innovation

2.6 Million Members

$3.5 Million Funding in 2013

Local Focus

Driving Health Care Transformation

•  Engage employees

•  Improve health and productivity

•  Lower costs

Employers

•  Deliver long-term, consistent value

•  Make it easy

•  Demonstrate results

Brokers

Deliver easy, relevant and

personalized experiences

and industry-leading strategies to

lower the total cost-of-care and

improve the

quality of care

Change Forward

Retention

Acquisition

Collaboration

How can we use marketing automation campaigns to inform, engage and better influence key B2B audiences?

Start with Strategy •  Implementation Process

–  Funnel Mapping –  Campaign Assessments –  Campaign Planning –  Pardot Implementation –  Email Design / User Experience

Current State

Map it Out Current State Future State

Shared Customer Knowledge Across Sales & Marketing

Keep it Simple

Broker

Email

Quiz

Email

Follow-up email

Nurture lead

No response

Quiz

Nurture lead

Email drip campaign

Current Clients

Prospects

Segmentation Personas

Employer

Audiences

Campaign Overview

Theme Strategy Goals

Blue Cross Notifies Broker

Blue Cross Sends Employer Email with Link to Quiz

Employer Takes Quiz

Employer Receives Confirmation Message

Quiz Results Calculated and Integrated in salesforce.com

Employer Receives Results Email

Blue Cross Sales Receives Email Alert

Campaign Results Exceed Industry Standards

25.48%

13.87%

32.63%

16.98%

41.68%

24.55%

19.0%

2.0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Open rate Click-through rate

24% completed the quiz!

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stry

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Enhanced profiles 360 view

Better segmentation Lead management

One platform Engage audience

Change Forward

Retention

Acquisition

Collaboration

How can we use marketing automation campaigns to inform, engage and better influence key B2B audiences?

Roadmap for Success

120-DAY ALERT

CROSS-SELLING, KEY TOPICS/MESSAGES, ETC

CONTRACT ENDS (MOVE TO RECAPTURE)

CONTRACT RENEWS (MOVE TO ACTIVE CONTRACT)

ACTIVE CONTRACT

Show Flow

MINS TIME SESSION TITLE NOTES

9:30-10:10am session How to Create a Complete Customer Lifecycle with Marketing Automation

Track: Sell The traditional customer lifecycle has changed, and more often than not, we're finding that continued engagement is becoming a neccessary part of any CSO's job description. Learn how Pardot marketing automation is helping sales and marketing teams create a complete lifecycle of engagement with both customers and prospects — and achieving maximum ROI in the process.

Session Owner Mary West

Customer Speaker(s): Keva Meyer, Mark Halvorson

salesforce Speaker(s): Mary West

Presentation Device PC

Demo Device

Demo Driver:

Deck Owner/Session Record: Mary West

9:15 Doors open

9:30 Start Mary

2 :01 Doors open Mary

5 :03 Start

5 :08 Welcome and Intros

5 :13 Top Business Drivers, Needs & Challenges Current state: sales/marketing organization, existing email campaign, campaign assessment - marketing-driven content vs sales-driven, targeted marketing

4 :18 Implementation Partnered with Magnet 360, objectives, success factors, future state sales funnel

5 :23 How do you play? Campaign purpose, demo (live demo or screen shots), demos capabilities of Pardot, data integration with salesforce team,

6 :28 Results Campaign results, industry standards

:34 Outcomes Business Benefits, Lessons (did little segmentation with prospects so lesson learned we need to fill that, what questions to ask brokers, leads through LinkedIn, etc - Mark)

:38 Roadmap for the future *include key takeaway/lessons in each section (call it out on slide)

:40 Q&A Technical

Wrap-Up, Thank You and Close Salesforce integration

Walking off Stage Sales/Marketing relationship Do they have the right perspective? Looking at the right things, asking the right questions, Audience - have used marketing automation in some capacity; may be people looking to make a switch