Nurturing the Lead: Messaging and Frequency Planning · Shelly Smith, Direct Marketing Manager....

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Rosanna Picillo, Senior Direct Marketing Program ManagerShelly Smith, Direct Marketing ManagerNational InstrumentsMonday, February 25, 2008

Nurturing the Lead: Messaging and Frequency Planning


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Who is National Instruments?Corporate OverviewProven record of growth and profitability

Manufacturer of hardware and software for engineers & scientists

Long-term Track Record of Growth and Profitability

$740 Million Revenue in 2007

More than 4,300 employees; operations in 40+ countries

Fortune’s 100 Best Companies to Work For Ninth Consecutive Year

Website since 1995, eCommerce since 1999

Net Revenue in Millions


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What are our customers? More than 25,000 companies

>90% of Fortune 500 manufacturing companies

http://www.lego.com/eng/


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Drive Results per Communication Type

Unexpected Communications

• NI decides WHEN

• Results• 20-30% OPEN• 5-10% Total CLICKS

Activity-Driven Communicatio

ns

• Contacts BEHAVIOR decides when

• 100% tied to an activity

• Results• 35-45%

OPEN• 15-25%

CLICKS

Nurturing Communications

• Contacts BEHAVIOR and/or PROFILE decides when

• Results• 25-35% OPEN

• 10-15% Total CLICKS

Opt In Communicatio

ns• Contact decides WHAT/WHEN

• Results• 25-35% OPEN• 10-15% CLICKS


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Behavior-based Conversion

Flow

……….. ………..

Automated Follow-up

Capture Data


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What was the problem?

No content management and optimization Very difficult to access and edit the content Reporting was challenging

No contact management Managed out of web team vs. the DM team Program had an outdated relevance logic

We could not easily MANAGE our success!


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What was our Approach?

Content Management:Hired resources to manage the coordination and analysis Decentralized the maintenance

Contact Management: Established clear ownership across teamsRevamped prioritization scheme


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Prioritizing Follow Ups

TYPE

ALL LEADS

Sales Follow UpLead S

coring Engine

HIGH

MEDIUM

LOW

Batch emailFollow up

Next Day Follow Up

OtherNo follow up

Other

Priority 1

Priority 2

TransactionalPriority 1

Real Time Email Follow up

Real Time Email Follow up

Same Day Follow Up


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Conversion ResultsPre-Migration Metrics:

Opens: 34%Click-throughs: 8.90%

Post-Migration Metrics:

Opens: 29.30%Click-throughs: 12.11%


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ConversionResults

Pre-Migration Metrics:

Opens: 37.50%Click-throughs: 12.50%

Post-Migration Metrics:

Opens: 70%Click-throughs: 30%


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Increased Focus on Analysis


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Summary

The web is central to our business model

We will reference behavior to drive conversion

Advanced technologies allow us to send timely and relevant emails

Proactive analysis will drive greater effectiveness


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Credits/Thank You

Rosanna Picillo, National [email protected]

Shelly Smith, National [email protected]

EloquaJocelyn Brown, NI Account Representative

AstadiaBrian Reilly, NI Account Representative

National Instruments, Project LeadsVanessa Plugge and Kelly Greenwaltg

Nurturing the Lead: Messaging and Frequency Planning · Shelly Smith, Direct Marketing Manager....

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