Wednesday, July 25, 2018

H/IMA Marketing Automation Luncheon Notes

Houston Interactive Marketing Association


This event was held on Thursday, July 19th at Fleming’s Steakhouse.

All notes contained within are mine (notice there are no quotes next to panelist
responses) and not necessarily 100% accurate. I was listening, writing and eating
lunch. Any errors are unintentional and I encourage anyone who wants to follow up
or learn more about the subject matter to contact the speakers directly.
Moderated by:
Kelsey Ruger, Sr. Director Product Experience, P97 Networks
Speakers:
What is Marketing Automation?
Mallory: It’s not just an email blast. Start with with basics and build out from there.
There are many tech partners who each serve their own niche and purpose
Kurt: It's a hub within the Mar Tech stack. Not just for demand generation but to
accelerate the sales cycle while positively impacting renewals and cross selling.
Tech Stack
Kurt: Progressive profiling. Create leads and start the conversation
Kashif: Limit the number of questions on forms. 3 - 4 is optimal.
Take a couple of data points for next steps.
Marketing Automation for B2B
Mallory: Longer journey. You must understand where they are in the sales cycle.
Kashif: You need more data insights
Kurt: It is as much about the account vs the individual. Understand the account.
What are the problems in the industry and how are you solving them?
You can personalize the messaging on the web site to address specific pain points.
What do you need to have in place before marketing automation?
Kashif: Know your tech stack and be able to determine how it all fits together.

Kurt: 1 - People to create the content. 2 - What do you want to be able to report on?
Know your end goal and then work backwards.
Mallory: Marketing Automation is like the gym. You still have to do the work.
Technology is just a tool.
People Skills
Mallory: You need people who are able to adapt. It is a mind set.
Kashif: Design thinker. What fits with what? What do we do with people who interact?
Kurt: Creative thinker and writer, something else, and a technologist.
Nice to have specialists but you really have to blend skill sets.
Kashif: Someone who can break down silos and work together.
Unite creative, technology and project management.
How Big of a Team?
Mallory: 2 & ½. ½ is liaison with access throughout the company.
Kashif: 3 but you really need to get to 5.
Kurt: Work backwards. What are you trying to achieve? How do you get there?
What do you need to get there?
1 Practical Thing
Mallory: Combine direct mail and email and create an end to end campaign.
Kurt: Use marketing automation to build your value case.
For example, starting a campaign with current customers 120 days before
their license expires not only increases renewals but also contributes to
upgrades and maintenance service contracts.

Kashif: Lead scoring. Who is moving to the next phase? Is it accurate and relevant?
Kelsey: Lead magnet. Call people immediately after they have interacted
and ask them to buy.
Lead Scoring
Kashif: Ads to sales velocity.
Mallory: Determines where they are in the sales funnel.
Kurt: How do they match with other buyers?
Kashif: Forecasting.
Effects of GDPR
Kashif: Worked with vendors to be compliant and did more with opt-in.
Mallory: Prepared clients for it. Make sure that you have time stamps of
interactions.
Kurt: Opt-in and submit approval to continue to communicate with them.
Kelsey: Just make the changes. Just because it is a European thing does not
mean that it is not coming here or effect us here.

Key Goals of Marketing Automation:
Mallory: Build KPIs and track them.

Kurt: Conversion rates.
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Monday, July 23, 2018

The Secret To Effective Healthcare Ads - Unexpected Emotion

GlassView is the world's largest independent video distribution platform--more here.

Our team works with top Healthcare brands, including UTMB (University of Texas Medical Branch)  Harvard Medical School & Dana Farber Cancer Institute. We are told consistently that our videos perform better (in terms of reaching niche target audiences & driving increased awareness & CONVERSIONS) than any other video platform. Moreover, our renewal rate is 85%+.

We also have robust targeting capabilities and are able to target based on domains, corporate titles, etc. to reach HCPs and drive results for our Healthcare partners. Check out our work with Harvard Cancer Center here.

 Feel free to call (281) 643-8590 or email eric.low@glassview.com to set up a time to meet to discuss working together.


COMMENTARY

The Secret To Effective Healthcare Ads - Unexpected Emotion

Most of us spend our lives trying to avoid disease. Not surprisingly, we do the same with ads about disease.
The somber warnings from doctors and dramatizations of worst-case scenarios aren’t fun to contemplate. If you’re in an upbeat mood, they can make you a tad more depressed. If you’re already in a downbeat mood, then the problem is that you’ve heard this message before.
A few years ago, Memorial Sloan Kettering, the New York-based cancer hospital, realized that this aversion to healthcare advertising was a problem. Its solution? A defiant attitude. In 2009, the hospital ran ads in which patients wrote letters to their cancers. “Cancer, You said I’d never bear children,” read one. “My daughter says you’re wrong.”
Ads like that, which evoke unexpected emotion, might be the cure for the healthcare industry’s tune-out problem. 
Ads can draw from the palette of emotions
Healthcare is not alone in being locked into a single expected emotion. For a long time, insurers had one emotion to work with — fear. State Farm promised to be there “like a good neighbor.” Allstate likened itself to a rock that would be unwavering in a crisis. 
That changed in 1999 when GEICO introduced its gecko mascot and began experimenting instead with zany humor. GEICO realized that insurance was a “burden” category and its best approach was to lighten that burden. What’s notable about the ads is that although they make you laugh, they still manage to get in a pitch that “15 minutes saves 15 percent.”
While funny insurance ads are now the norm, the ads worked at first because they were unexpected. Research into emotions shows that unexpected stimuli enhances whatever mood we’re feeling. Unexpected events also help learning and, of course, make marketing messages more memorable. That’s why the marketing mantra is “surprise and delight.” 
Bringing surprise to a tricky category
Of course, healthcare is an unusual category because what you’re often selling is hope. That can be hope of overcoming a potentially fatal disease or just living a normal life. But if the goal is to get the consumer’s attention, then marketers in the category should consider deviating from the standard emotions of fear and dread that they think will grab the consumer’s attention. 
This heart attack prevention ad from The American Heart Association offers one such solution. The ad features comic actress Elizabeth Banks and keeps the viewer off balance because it is both funny and shocking. The humor in this case comes from Banks’ insistence that she’s fine even though she clearly isn’t and a dash of slapstick humor. Are we supposed to laugh? It’s not clear, but we stay tuned to see how it will end up.
With more than 4 million views, the ad appears to have done its job. Yet so many others are forgettable. 
Considering what’s at stake, that’s not just a missed opportunity. It’s a tragedy.

Copied from Media Post
Twitter: @MediaPost https://twitter.com/mediapost


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