On Tuesday, we launched a new data visualization campaign to English-speaking countries using marketing automation capabilities we’ve not have access to in the past. Here’s a quick summary of what that campaign looks like and why it’s important.
How are you defining “campaign”?
In this instance, we are referring to a campaign as an end-to-end automated email workflow to move non-users through a marketing funnel that will result in surfacing more qualified leads to sales. As a baseline, a marketing-qualified lead to pass to sales is someone who has registered for the trial, completed a contact me form or expressed interest in purchase via the subscription page.
Where are these non-users coming from?
In the past most of our paid media efforts have been focused on the 30-day trial. This time we are advertising a top-of-funnel asset to draw in a larger number of prospects in our desired demographic. The top-of-funnel asset will be promoted in the following paid channels (some of which we’ve never experimented with before):
- Quora
- Facebook/Instagram
- LinkedIn
- TikTok
- YouTube
- Google Display Network
- Google Search/Responsive Ads
- Twitter
What is a top-of-funnel asset and how is it different from what we typically offer in marketing campaigns?
A top-of-funnel asset communicates a subject in which our target audience is interested in without mentioning product features and capabilities. The goal is to entice our targeted audience (whether they be targeted by title, company, industry or functional area) with an interesting topic, then provide more product information as it relates to their specific business challenges as they move through the email campaign. In this instance, we have worked with Nick Desbarats to develop a new tech brief, The Top 7 Myths That Lead to Really Bad Graphs .
What is being showcased in this campaign and what messages are we communicating about JMP?
1). JMP is faster than spreadsheet analysis and reporting.
Fast, easy: Our drag and drop interface makes it painless to create and customize graphs to explore your data and inform model creation. Using JMP saves you time, money and headaches.
- Exploring your data doesn’t have to be hard.
- You don’t have to be a data analyst to analyze your data.
2). JMP is more flexible than spreadsheet analysis and reporting.
Flexible: JMP provides a wide repertoire of best-practice visualizations as part of the analysis output that can be customized to drive more informed decisions. You also have the tools you need to share your analysis in multiple formats, even with those that do not have JMP.
- More than one type of visualization is helpful to tell your story.
- You can only go so far with a bar chart.
3). JMP is more informative than spreadsheet analysis and reporting.
Informative: The heart of JMP visuals is dynamic linking paired with interactive graphs, which allows selections made on one graph or data table to be reflected in all graphs that are based on that table. The ability to view multiple graphs displaying the same selected data enables you to explore the data and build on the analysis in multiple ways. Tools like the data filter help to pan and probe, zooming in for a closer look.
- Visualizations may tell you the what, but you also need to know the why.
- A beautiful visualization does not equal a correct visualization.
What are the next phases of the campaign?
- Gain more information through experimentation to duplicate in other parts of the world. Phase II will be to launch in Japan–followed by France, Italy and Germany.
- Create and promote alternate top-of-funnel assets to draw in more of our targeted audience and to offer another option to people who don’t register for the tech brief.
- Addition of more advanced decision-trees in workflow, more customized offers based on the actions the person does or does not take.
- Further development of nurtureBot to increase engagement with prospects (animated, video, LinkedIn profile).
What are we monitoring and tweaking along the way?
- Paid channel performance—which channel is providing more leads? What is our cost per acquisition for each paid channel?
- Marketing creative—what can we change and test i.e., headlines, email content, ad content, graphics, video length, subject lines to increase conversion rates?
- Marketing automation—what improvements can be made to the workflow (i.e., number of emails in sequence, time which passes between each email, branches to workflow that offer other options when someone doesn’t complete the desired action).
Campaign Sequence (spans 7-10 days from start to finish)
Landing Registration Page for Tech Brief: https://20721161.hubspotpreview-na1.com/_hcms/preview/content/77851466607?portalId=20721161&_preview=true&from_buffer=false&preview_key=lsirfjrJ
Email #1: https://20721161.hubspotpreview-na1.com/_hcms/preview/content/81555505074?portalId=20721161&_preview=true&cacheBust=0&preview_key=XGxFJRoj&from_buffer=false
Email #2: https://20721161.hubspotpreview-na1.com/_hcms/preview/content/81555505984?portalId=20721161&_preview=true&cacheBust=0&preview_key=rsJDXKxY&from_buffer=false
Email #3: https://20721161.hubspotpreview-na1.com/_hcms/preview/content/81557234986?portalId=20721161&_preview=true&cacheBust=0&preview_key=Qyhelugw&from_buffer=false
Email #4: https://20721161.hubspotpreview-na1.com/_hcms/preview/content/81555520017?portalId=20721161&_preview=true&cacheBust=0&preview_key=DSkxwHHw&from_buffer=false
Email #5: https://20721161.hubspotpreview-na1.com/_hcms/preview/content/81556906769?portalId=20721161&_preview=true&cacheBust=0&preview_key=cPcJkVaw&from_buffer=false
Email #6: https://20721161.hubspotpreview-na1.com/_hcms/preview/content/81557235813?portalId=20721161&_preview=true&cacheBust=0&preview_key=JrTRJnzT&from_buffer=false
Email #7: https://20721161.hubspotpreview-na1.com/_hcms/preview/content/81848446019?portalId=20721161&_preview=true&cacheBust=0&preview_key=kvzQMTmH&from_buffer=false
A special thanks to the talented campaign team that helped to get “this train out of the station”:
Alison L., Katie-Beth, John M., Cyrionna, Aaron, Craig, Andretti, Mike A., Mary, Ryan D., Larry, Sara, Jessica and Anne.
Huge tip of the cap to you @amy_bullock for leading this effort and managing so many projects and subprojects along the way. This campaign is certain to introduce JMP to tons of new prospects and move them along a journey that ends as a JMP user. Congratulations.
yes, love to hear about these major initiatives - thanks for the write up!
Please keep me updated on your process and outcome. Thank you for sharing!
