In marketing, generating leads is only as good as the process that caters to them. The complex decision making process can easily turn traditional batch and blast techniques into a clumsy and inefficient strategy. In this webinar, join Daniel Burstein, Director of Editorial Content, MECLABS, and Byron O'Dell, Senior Director of Demand Management, IHS, as they show you: • How to overcome three key challenges to craft campaigns that are targeted and triggered • How the IHS team generated a 1,112% higher clickthrough rate • A culture change toward a true content flow • An inside look at how IHS customized the campaign to accommodate up to seven buyer personas for a more personal messaging strategy This campaign earned a Best in Show award for Lead Generation in MarketingSherpa Email Awards 2014, presented by ExactTarget.

1. Marketing Automation
Key challenges in transforming from “batch and
blast” to persona-driven email marketing
Byron O’Dell
Senior Director, Demand Management
IHS
Daniel Burstein
Director of Editorial Content
MECLABS

2. Session Speaker
Black & White
Headshot
@byronodell
Byron O’Dell
Senior Director, Demand Management
IHS
Byron has enjoyed executing marketing programs and helping to
evolve the science of marketing for more than 15 years. In his
current role, O’Dell works closely with the corporate, product and
field marketing teams to deploy processes and marketing
programs to drive revenue for IHS, based in Englewood, Colo.
Prior to IHS, O’Dell worked for IMI Norgren, where he managed
the marketing efforts for the Americas region for this large
engineering and manufacturing firm.
2

3. ABOUT IHS
WHO IS IHS
We offer information, analytics and
expertise to organizations around
the world.
Organizations depend on our insights
to help make decisions about
everything from day-to-day
operations to long-term investments.
© 2014 IHS
2,600
140+
6 0+
Experts & Industry Analysts
Global offices
Acquisitions since 2005
03

4. IHS Jane’s Defense

5. Before: Batch and blast
• Lots of website
traffic, no
conversion
• Lots of contacts,
no insight
• Unqualified leads

6. After: Personas and automation
• Actionable personas
• Higher engagement
• Sales alignment
• High-quality leads

7. Results: Massive increases in clickthrough rate
1,112%
981%
741%
398%
Touch 1
Touch 2
Touch 3
vs. Batch and Blast Baseline
Touch 4

8. Personas Higher-quality leads
Results:
• Example of personas
IHS Reporting
Period
Marketing Contribution to
Revenue: Aerospace and Defense
1st Half - 2013
6.5%
2nd Half - 2013
11.9% (
83.3%)

9. Overcoming challenges
Keeping the rocket fueled
Getting the right content to the right people
Expanding on what you thought you knew

10. Challenge: Keeping the
rocket fueled

11. Initial challenge at a glance
•
•
•
•
•
•
Great Web traffic
Big contact list
Good brand recognition
Low email engagement
Contacts go stale
Low-quality leads

12. Initial challenge at a glance
•
•
•
•
•
•
Great Web traffic
Big contact list
Good brand recognition
Low email engagement
Contacts go stale
Low-quality leads
Why automation?

13. How to determine if automation can help
your company keep the rocket fueled
 Growing company
 Unengaged database
 Unqualified leads
 Not enough resources to target manually

14. Automation might not be
a fit for your company if…
 You like doing the same thing over and over again (and
expect different results).
 You have more budget and people than time.
 You live in a buried bus in your backyard.

15. Challenge: Getting the right
content to the right people

16. How to build personas
Know
how the
customer
uses the
product
Define
Define
primary
personas
secondary
personas
Tip: Get the right people in
the right room.

17. How to build personas
Know
how the
customer
uses the
product
Tip: Keep the right people in
the right room.
Define
Define
primary
personas
secondary
personas

18. Personas
Military/Gov’t (Technical &
Program)
Military/Gov’t (Planning & Strategy)
•Strategy & Planning
•Research & Development
No, this was not one
of our personas.
•Training / Simulation
•Engineering / Technical (Military &
Security)
•Procurement
•Technical Information / Resource
Management (Military & Security)
Industry (Technical &
Program)
Industry (Commercial)
•Strategic Planning / Competitive
Intel
•Business Development
•Marketing
•Commercial Information Resource /
Researcher
•Engineering / Technical (A&D
Industry)
•Product Development / Program
Management
•Technical Information Resource /
Researcher (A&D Industry)
Primary Persona
Secondary Persona
Intelligence Analysis
•Threat / Country Analyst
•Capability Analyst
•Imagery Analyst
•Legal Counsel
Media/Advertising/PR
•Reporter / Media
•Advertising
•Public Relations / Corporate
Communications
Military/Gov’t (Planning & Strategy)
•Strategy & Planning
•Research & Development

19. How to build personas
Know
how the
customer
uses the
product
Define
Define
primary
personas
secondary
personas

20. IHS A&D Segmentation Model
Buyer Personas
• Helps target marketing messages by knowing audience
• (i.e., how do they consume content)
• Applies not only to emails/collateral, but also to assets and
offers
• (i.e., where are they in the buyer’s journey)

21. Challenge: Getting the right
content to the right people

22. How To: Get fresh, high-quality content
Identify
segmented
content for
immediate
engagement
Build
Create
content
around Value
Proposition
for each
persona
content
around Value
Proposition
for becoming
a customer
Tip: Organize to ensure the database is
targeted and content is balanced
across different personas.
Continue
the
conversation

23. How To: Get fresh, high-quality content
Identify
segmented
content for
immediate
engagement
Build
content
around value
proposition
for each
persona
Create
Tip: Content takes
content
much longer
around Value to build
than technology for a
Proposition
multi-touch
for becoming nurturing
program.
a customer
Continue
the
conversation

24. Persona-specific messaging
Day 8
Inbound source customization
Persona-based customization
Inbound source customization

25. How To: Get fresh, high-quality content
Identify
Build
segmented
content for
immediate
engagement
content
around value
proposition
for persona
Tip: Hire a
copywriter.
Create
content
around value
proposition
for becoming
a customer
Continue
the
conversation
Tip: You probably
already have some
of this, round it up.

26. IHS provides the best content
Day 15
“Download a sample IHS Jane’s
Defense Insight Report … ”

27. How To: Get fresh, high-quality content
Identify
segmented
content for
immediate
engagement
Build
content
around value
proposition
for each
persona
Create
content
around value
proposition
for becoming
a customer
Continue
the
conversation

28. Ongoing nurture program
Sent at beginning of the month, and then behavior-triggered.

29. Challenge: Implementing
technology and changing
the culture

30. How To: Implement automation technology
Craft
Create
automated
drip tracks
for each
persona
forms to
capture
persona
information
Make
templates
with
customizable
content
blocks
Tip: Don’t stop batch and
blast – be smarter about it!
Build
database
throughout
campaign
using
progressive
profiling
Test
Use A/B
testing to
optimize

31. How the program works
Welcome
Email
Nurture Messaging
Persona Messaging
Week 1:
Week 2:
Week 3:
Week 4:
Week 5:
Week 6:
5 Ways IHS Can Help
Case Study for you
IHS best content
Schedule Demo
Insider Drip
Insider Nurture
Progressive Profiling

32. How To: Implement automation technology
Craft
Create
automated
drip tracks
for each
persona
forms to
capture
persona
information
Make
templates
with
customizable
content
blocks
Build
database
throughout
campaign
using
progressive
profiling
Tip: Don’t just add
technology, change the
culture.
Test
Use A/B
testing to
optimize

33. Tip: Ask for the persona
What is your
current role?
33

34. Tip: Iceberg form strategy
Forms Learning #1
From this short form,
we get all this!
•
•
•
•
•
•
•
Company (structured)
Address
Company Phone
Fortune 1000 flag
Industry
Employee Count
Annual Sales

35. How To: Implement automation technology
Craft
Create
automated
drip tracks
for each
persona
forms to
capture
persona
information
Make
templates
with
customizable
content
blocks
Build
database
throughout
campaign
using
progressive
profiling
Test
Use A/B
testing to
optimize

36. Persona-specific messaging
Day 8
Inbound source customization
Persona-based customization
Inbound source customization

37. How To: Implement automation technology
Craft
Create
automated
drip tracks
for each
persona
forms to
capture
persona
information
Make
templates
with
customizable
content
blocks
Tip: You don’t have to
build your targeted
database all at once.
Build
database
throughout
campaign
using
progressive
profiling
Test
Use A/B
testing to
optimize

38. Personal info opt-in page
After
Before

39. Progressive Profiling: Initial sign-up
Form shrunk
from 15 required
fields down to 7
Plus, this is another iceberg form:
• Company (structured)
• Address
• Company Phone
• Fortune 1000 flag
• Industry
• Employee Count
• Annual Sales

40. Drips: Beginning and middle of the month
Content is gated

41. Progressive Profiling: Persona
Asking for more
persona
information

42. Progressive Profiling: Contact
Tip: Auto-fill
information that you
already know.
Ask for/confirm
address because
they are ready to
buy!

43. How To: Implement automation technology
Craft
Create
automated
drip tracks
for each
persona
forms to
capture
persona
information
Make
templates
with
customizable
content
blocks
Build
database
throughout
campaign
using
progressive
profiling
Tip: Get it out the door!
Follow best practices first,
then optimize with data.
Test
Use A/B
testing to
optimize

44. Top takeaways
• It is all about content – and the right target audience – and the right timing.
It’s a three-legged stool.
• The payback on this approach is ultimately less overhead and higher
engagement vs. traditional batch and blast.
• Getting the organization to think in terms of persona-relevant content and
buying-stage-relevant content = higher success = sales.
• Use the technology: Triggered communications, form design and database
enrichment will fuel your success long term.
• Just start and keep it simple. Remember, the fast eat the slow.

45. Thank you
Byron O’Dell
Senior Director, Demand Management
IHS
@byronodell
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Black & White
Headshot
Black & White
Headshot