Integrating Print into Your Customers’ Campaigns with

Marketing AutomationPresented by MindFire, HP, and DSCOOP

2/18/2014

You should hear us now. If you don’t, please send a chat

message.

Today’s session is being recorded.

Today’s Roadmap■ Find customers that benefit from marketing automation, and

sell them more profitable services. ■ Increase your print revenue leveraging direct mail in

conjunction with email, text, voice, social and web channels.

■ View how the HP – MindFire solution, will enhance your productivity and simplify the MA + Print workflow in all areas

■ Create NEW, predictable recurring revenue by offering

“ongoing” lead generation and lead nurturing campaigns.

Your Presenters

We want to know where you stand ona few important areas.

Why should you care about Multi-channel Marketing Automation?

In

Source: IDC

Mobile is eating the

world

The consumer is in control

?!

$1.2 billionForecasted Spend on Marketing Automation Technology in 2014

Source: David Raab, Principal at Raab Associates Inc. Publisher of the B2B Marketing Automation Vendor Selection Tool.

Still very early ...

CRM forecast from Gartner Forecast: Enterprise Software Markets, Worldwide, 2012-2017, 2Q13 Update

Print is IGNORED

Your mission, should you chose to accept it ….

Applications

■ Contact forms on any website or landing page can trigger a personalized print piece

■ Drip-and-nurture sequences utilizing email, print, and landing pages to move prospects through the buying process

Orchestrate All Channels

Outbound channels

Inbound channels

Gershon AlonManager, Workflow SolutionsHP Indigo

■ Sophisticated rules-based variable data

■ Dynamic image and text manipulations

■ Integration w/3rd-party content (e.g., maps, barcodes, charts)

■ Easy interface, compatible w/QuarkXPress® & Adobe® InDesign®

■ Access to full design program functionality

Starting with a blank canvas ...

Create a simple marketing workflow

Add the HP SmartStream element

Use SmartStream Designer to create the

print piece

Upload, then select the print template

Specify how you want to receive the print-

ready PDFs

Map the print template’s fields to your Studio fields

Set your “Wait” period

Let’s have this created right away

Your Indigo

When someone tickles this trigger, a print-ready PDF is created in the cloud, and placed in your hot-folder

Case StudyPresented by Kraig Schmitt

Creative Director at PIP Printing and Marketing Services

Kraig SchmittCreative Director at PIP Printing and Marketing Services Over 20 years experience in the print industry

PIP Printing and Marketing Services:

• Independently owned franchise

• Over 36 years providing print and marketing services to our customers

• We offer a full range of services from traditional print to Integrated Automated Marketing

Large Format Mobile Marketing Direct Marketing Data ServicesPromotional Products Creative Services

Lead Generation Marketing Performance Cross/Sell Upsell Customer Reactivation Customer Retention Branding

r. Sample A Sample 23 Main Streetnytown, US 12345-6789

M 1 A

LARGE FORMAT 30 day DRIP MARKETING PROCESS

EMAIL1 micrositeWeek one FSI Email.

MicrositeEnter for a free print and redirect to seepip.com website.

Brochure25 days after entry

EMAIL2 seepip.com TUbe mailer10 days after entry 19 days after entry

POPOUT MAILER30 days after entry

get on track with pip..

TRIFOLD Mailer2 days after entry

QUICK SNAPSHOT OF OUR CAMPAIGN IN MINDFIRE STUDIO.

r. Sample A Sample 23 Main Streetnytown, US 12345-6789

M 1 A

EMAIL1 micrositeWeek one FSI Email.

MicrositeEnter for a free print and redirect to our free print microsite.

Brochure25 days after entry

EMAIL2 seepip.com TUbe mailer10 days after entry 19 days after entry

POPOUT MAILER30 days after entry

get on track with pip..

TRIFOLD Mailer2 days after entry

DRIP PROCESS SALES REP USER INTERFACE

EMAIL 1First piece to go out in the drip process.

Email is sent out immediately after the prospect/client is entered into the process.

John,

Where business goes to grow.™

Peoria, IL 61615

SWOOP CUSTOMERS IN WITH JAW-DROPPING SIGNS

PUSH PROMOTIONS WITH EPIC POSTERS

GO TO EXTREMES WITH SENSATIONAL BANNERS

Where business goes to grow.™

Let your marketing genius fly, John

John,make a bigger impression with pip.

Kelly SmetAccount Representativekelly@go2pip.com | 309-691-6500 | 309-208-7309www.go2pip.com

John Smith 123 N. Main StPeoria, IL 61651

TRI-FOLD BROCHUREDelivered two days after entry was made.

John,

EMAIL 2

Email is sent out 10 days after entry was made.

3 DIMENSIONAL TUBE MAILERDelivered 19 days after entry is made.

BROCHUREDelivered 25 days after entry is made.

POP OUT MAILERSent out 30 days after entry was made.

MICROSITE INTRO PAGEAll marketing pieces push people to this site. This is how the customer receives their free print.

MICROSITE THANK YOU PAGEVariable information populates the thank you page with rep and customer information.Also a trigger sends a notification immediately to the rep to contact the customer.

• All marketing pieces in the campaign push clients/ prospects to a micro-site for a free 24x36 print

• Both 3 dimensional pieces show and talk to our clients/prospects about the capabilities that we have in print and packaging

• Having the reps enter one person at a time allows us to generate high end - complex pieces that are time sensitive for production

• Automating the variable print piece process saves us tremendous time in production

• Our reps no longer have to worry about sending out material in a timely fashion with an automated process

Campaign Overview

• 62% off those entered into the campaign returned calls, set up appointments or used our large format services

• One local bank institute that hasn’t used us in a couple years contacted us in regards to designing and printing all the lobby art in over 20 of their branches

• Our sales manager is now able to track all sales entries and follow up with our sales team

• Our sales staff can now check in real time end user’s activities within the campaign

Campaign Results

• Printed pieces that can evolve based on how an end user goes through a campaign

• Personalized printed pieces that are produced with HP SmartStream Designer can be integrated into MindFire Studio

• Being able to integrate variable print along with all the other marketing pieces in a drip nurture process through MindFire Studio

• Tracking ROMI on all aspects of your campaign under one roof

• Diverse printed pieces based on user/sales rep entries

Key Components To Print Automation via – MindFire Studio and HP SmartStream Designer

How to Find Customers

Areas of Opportunity■ New Customer Acquisition

■ Customer Base Growth

■ Trade Show & Event Marketing

■ Loyalty Marketing

■ Trans-Promotional Programs

■ Label & Packaging Programs

Developing Your Target List

■ Position your company for success

■ Build your target list of executive decision makers for sales and marketing for customers and prospects

■ Get all of the key data– Correct first/last– Correct title– Correct email- Correct phone number(s)- Fit to ICP

Current and Past Customers

■ Start with the low hanging fruit first!

■ You already have rapport and credibility

■ Leverage your relationship to get to the right contact

■ Approach them before somebody else does

Selling Marketing Automation

■ Identify new stakeholders

■ Understand key business issues

■ Have a conversation about business “results” not printing or marketing

■ Solve a problem don’t sell a product

Leverage Your Strengths

■ Who would benefit from the solution?

■ Anyone using Direct Mail in their strategy is a great target

■ Companies who exhibit at trade shows, conferences and events (lunch & learn)

■ Companies who conduct Webinars

Focus on “High Value” Transactions

■ Look for prospects who sell a product or service that has a good price point or LTV

■ Lower value transactions will require much higher response and conversion levels

■ Identify companies that will invest in client loyalty and new customer acquisition

Sales Approach

■ Identify those companies with an outside sales force

■ Opportunities exist for both B2B, as well as B2C

■ Understand their sales issues, objectives and processes

Do They Use A CRM?

■ Another key criteria are those companies that keep good internal client/prospect data

■ It provides a good starting point for campaign design

■ Integrating MA with their CRM offers more value

Seek Executive Level Contacts

■ Multi-channel marketing automation requires a more strategic level of thinking

■ For this reason, you should not present this to a print buyer or purchasing person

■ Higher level contacts have the vision and authority to make decisions on deploying new methods of marketing

■ VP of Marketing / VP of Sales

What’s the Approach?

■ A sales call on a print buyer versus the VP of Marketing require different strategies

■ Understanding the difference leads to a different approach

■ Do you speak their language

■ Is your approach appropriate

■ Identify their key objectives for marketing success

How to find the right contacts?

■ Find out who is responsible for customer acquisition, client loyalty, or sales revenue in your target account

■ These are the people who are staying up at night worrying about how they will meet their revenue targets

Focus on what matters most

■ Sell this as a tool to help their business, not an add-on to a print job

■ Sales Ready Leads, Lead Nurturing & Scoring are critical in today’s world

■ Show examples of how Multi-channel Marketing Programs can deliver a greater ROI

White Label Program

Dscoop9 March 6 - 8, Orlando, FL.

Meet with the MindFire team at Booth #501Can’t wait to win? Visit: http://myDscoop.com

Dscoop9 Opportunities

■ See us at Booth # 501You could win $1,000 Visit: http://mydscoop.com

■ Dscoop Offer for the HP-MindFire Integration● 3 months free if you sign-up prior to the show

■ Dscoop Offer for Studio Training● Buy one seat, get one seat FREE ($1,250 value)

■ Ready for the Studio? ● Save over $1,000 by placing an order this month

Next Steps...

Do you want to:● Talk about the HP - MindFire Integration ● Schedule a Studio demo● Test-drive the Studio● Meet at Dscoop9

Email Mackenzi at: mcfarsheed@mindfireinc.com

Questions for your panel?

Thank you!Thank you!