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
Quiz
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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oyer
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-Up
Bro
ker
Indu
stry
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Bro
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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