How PR Newswire Created an Innovative Demand Generation ...Demand Generation Engine That Increased...

Session TitleKEN WINCKOSenior Vice President of MarketingPR Newswire

How PR Newswire Created an Innovative Demand Generation Engine That Increased Engaged Leads by Over 20%

Ken WinckoSenior Vice President of MarketingPR Newswire

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About PR Newswire

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About PR Newswire customersGlobal by Geography U.S. by Type of Organization

30k+ Global Customers

58%

18%

16%

6%

2%

18k+ U.S. Customers

Latin Am.

EMEA

U.S.

Asia

Canada

34%

29%

27%

7%

3%

Public

Agency

Private

Other

NonprofitRevenue

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A market with rapidly changing needs

Source: 2016 Edelman Trust Barometer

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Challenges

Needed automation

Siloedchannels

Poor data

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Execute through a new marketing framework

Data and Analytics

Technology

Processes

People

Lead ManagementSales and Service Channels

Buyers

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Activate a buyer insight-focused cycle

A multichannel presence accelerates the buying process

PAID – EARNED – OWNED

Download at MarketingSherpa.com/

SummitSlides

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Build on a scalable marketing infrastructure

DATA & ANALYTICS

Content

Org

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Marketing Technology

Lead Management Process

Multichannel Promotion

Data and Analytics

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DATA & ANALYTICS

Content

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Data and Analytics

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Identify key segments and personas

DATA & ANALYTICS

Growth Segment Examples

Growth Stage Boutique

EXECUTIVESPRACTITIONERS

EXECUTIVESGENERALISTS

PRINCIPALSSUPERVISORS

OPERATIONS

COMPANIES AGENCIES

PER

SON

AS

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Identify key segments and personas

DATA & ANALYTICS

Growth Segment Examples

Growth Stage Boutique

EXECUTIVESPRACTITIONERS

EXECUTIVESGENERALISTS


OPERATIONS

COMPANIES AGENCIES

PER

SON

AS


Boutique

AGENCIES

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Creating content mapped to buyer journeysC

on

ten

t O

ffe

rs

Boutique Agency Principal example

Core Needs

Strategic Priority

Setting the Context

Solution Implication

Trigger Catalyst

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DATA & ANALYTICS

Content

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Data and Analytics

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Build an end-to-end architecture

DATA & ANALYTICS

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Continually optimize through analytics

DATA & ANALYTICS

Content Download Heat Map

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DATA & ANALYTICS

Content

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Data and Analytics

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Progressively profile buyers and route to sales

PROSPECT ENGAGED

QUALIFIED ENGAGED QUALIFIED LEAD

WARM

HOT

PURSUE

SECURE

CLOSED WON

Lead Qualification Stages (Marketing) Pipeline Stages (Sales)

IDENTIFY (0%)

DEVELOP (20%)

PURSUE50%

(90%)

CLOSED (100% - 0%)

SECURE

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Progressively profile buyers and route to sales

PROSPECT ENGAGED

QUALIFIED ENGAGED

PURSUE

SECURE

CLOSED WON

Lead Qualification Stages (Marketing) Pipeline Stages (Sales)

PURSUE50%

(90%)

CLOSED (100% - 0%)

SECURE

QUALIFIED LEAD

WARM

HOT

IDENTIFY (0%)

DEVELOP (20%)

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Examples of progressive elements by stage

What are you objectives? (multi-select list)• Media coverage• Compliance/Disclosure• Content Marketing Distribution• Website Traffic• Search Engine Ranking• Reach an International Audience• Demand Generation• Other (with free text option)

Free Text:• Phone number

Pick List:• List country options

Pick List:• List state and province options

When is your next release or campaign? Pick List:• Within 48 hours• 1-4 weeks• 1-2 months• 3+ months• No planned releases

REQUIRED PHONE NUMBER

GOALS

COUNTRY

STATE/PROVIDENCE

TIMELINE

What is the best time to reach you?Pick List:• Early morning (8-10 AM EST)• Late morning (10-12 PM EST)• Mid-day (12-1 PM EST)• Early afternoon (1-2 PM EST)• Late afternoon (3-5 PM EST)

Free Text:• Phone number

Do you have budget for PR/content/disclosure initiatives?Pick List:• Yes• No

When is your next release or campaign? Pick List:• Within 48 hours• 1-4 weeks• 1-2 months• 3+ months• No planned releases

REQUIRED PHONE NUMBER

TIME TO CALL

BUDGET

SEND A RELEASE

QL Warm – Lead Score: 700 Points QL Hot – Lead Score: 1,400 Points

KEY: Required field Optional field

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DATA & ANALYTICS

Content

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Data and Analytics

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Integrate promotions across channels

PAID

Banner Ads 3P Events

3P Events Paid Search

EARNED

PR Pickup Social Shares

Blog PostsSpeaking Invites

OWNED

Website Mobile App

Blog PRN Events

PAID

Banner Ads 3P Events

3P Events Paid Search

EARNED

PR Pickup Social Shares

Blog PostsSpeaking Invites

OWNED

Website Mobile App

Blog PRN Events

DYNAMIC LANDING PAGES

Content Offer A

Content Offer B

Content Offer C

Buyer A

Buyer B

Buyer A

Buyer B

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The impact of promotion multichannel coordination and timing

0

100

200

300

400

500

600

700

800

Non-coordinated Multi-channelCoordinated

Performance of Content Offers

Views Downloads

0%

500%

1000%

1500%

2000%

2500%

No Press Release Multichannel(2 weeks)

Multichannel(1 week)

Impact of Distribution Channel and Timing

Views Downloads

© 2015 PR Newswire Association LLC. All Rights Reserved

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DATA & ANALYTICS

Content

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Data and Analytics

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Manage channels based on contribution to results

DATA & ANALYTICS

PPC

House List Outbound

PRNewswire.com

List Rental

Blog

PRN Webinar

CCS

PRN Live Events

Retargeting

Newswire Content Distribution

PRN Sponsored Event

Newswire.ca

PRN Sponsorship

Source versus lead qualification stage

Count of Original Lead Score

Engaged

Qualified Engaged

Qualified Lead – Warm

Qualified Lead – Hot

Opportunity, Pursue, Secure

Closed Won

Closed and Closed Out

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Optimize content promotion

Download Date 20K E-CO-1.4.2



Download Date 20K E-CO-1.3.3P

Download Date 20K E-CO-1.3.3P



Download Date 20K N-CO-2.1.1



11,149 Total Downloads

1.41% Closed Won Elasticity

743 Total Downloads, 6.19% Closed Won Elasticity




Quick Tips Demand Gen/Integrated Tracking & Measurement Public Relations

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The impact of data hygiene

48% of people in the database were duplicates or unusable.!

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DATA & ANALYTICS

Content

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Data and Analytics

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It’s all about serving your customers

July 30 – 12:19 p.m.Organic search referral and

downloads offer

July 30 – 2:19 p.m.Browsed knowledge center and

downloaded a second offer

July 31 –2:14 p.m.Attended on-demand webinar

Sept. 3 – 11:30 a.m.Engaged with nurture email

Sept. 3 – 11:45 a.m.Routed to the Marketing Lead Qualification team

Nov. 11 Sale closed with Strategic Sales team

$10,500 1-yr Contract

+210 pts.+100 pts. +150 pts. +25 pts. Qualified Closed

Large Agency Principal Example

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Results

More than 20% lift in qualified leads

1% incremental topline growth

Shortened the sales cycle by over a third

DATA & ANALYTICS

Top takeaways

Become buyer-obsessed.

Think big, start small.

Coordinate the promotion/interactions.

Move beyond traditional analytics.

Thank YouKen Wincko@KenWincko

How PR Newswire Created an Innovative Demand Generation ...Demand Generation Engine That Increased...

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