Marketing Automation Helps Nxtbook Identify Prospects

Posted on by Chief Marketer Staff

Marketing automation is helping Nxtbook Media connect with publishers and catalogers looking to take their print editions digital.

The Lancaster, PA-based company is working with Pardot to qualify leads generated through a variety of sources, to gauge where they are in the sales cycle.

About 65% of Nxtbook's customer base is magazine publishers, with well over 90% of those publishers being B2B (the digital edition of Chief Marketer's print magazine is produced using Nxtbook).

The challenge for publishers, of course, is how to make money with those digital editions, notes Marcus Grimm, marketing director of Nxtbook. "With the advent of apps and the iPad, that is getting easier, as B2B firms are becoming more successful getting sponsorships for digital editions."

The sales cycle for Nxtbook depends on the type of magazine, and the frequency of the publication, says Joy Curtis, Nxtbook's marketing coordinator. The need is more immediate if they're talking to a publisher looking to take a print magazine completely digital, while a cataloger looking to produce an annual digital edition has a more leisurely timetable.

Likewise, the price point varies. A typical digital edition of a print magazine is under $1,000, says Grimm. "It depends on the types of services required—since the iPad came out, we're seeing publishers doing more highly designed publications, so it could be $7,000 to $10,000 an issue."

One of the main challenges for Nxtbook is finding out what prospective customers really need. "If a prospect comes in and are looking at competitors X, Y and Z, they might not even know what their goals are yet [for a digital edition]," says Curtis. "We use content marketing as part of that education process, because we don't want our sales people wasting their time."

Data Intelligence for Targeting
Check out this related B2B LeadsCon Event!

Everyone has data, and lots of it. What’s the best way to make sense of all that information, and target the right prospects at the right ti…

Nxtbook works with Pardot on its marketing automation programs and Salesforce for CRM, to keep the brand in the sights and on the mind of prospects on a regular basis. Names for Nxtbook's prospecting efforts are collected from a variety of sources, including trade shows and online marketing efforts.

"We've come to realize that leads from different sources come in at different points in the sales cycle, so we segment them out from the get go," says Curtis. "We're able to [ramp up our efforts] quicker if we get signs that a lead is heading up."

Marketing automation with the help of Pardot has also helped Nxtbook refine its marketing programs. "With our drip email campaigns, for instance, we discovered that by the end of a campaign leads are pretty accustomed to our emails and aren’t responding as well. So we tightened our drip schedule and rearranged the order in which some of the emails appear," said Curtis.

Since deploying Pardot with Salesforce, Nxtbook has slashed its Google AdWords spend by 90%. "We're getting an inside look into which search terms get people to our site, and which terms lead to new business," noted Curtis. "As such we can be smarter about how we get web leads, and we don’t need to spend as much on AdWords."

Salespeople are assigned to a lead fairly early in the process, says Curtis, noting the Pardot system helps them identify through a point system where a lead is in the sales cycle. Points are assigned based on activities such as trade show interactions, or whitepaper downloads.

A whitepaper download is typically an indicator of someone being fairly early in their buying process. "And we've learned along the way that paid Google leads don't perform as well as we'd like them to," Curtis notes. "But if people take the time to call in, they convert at a higher rate."
 

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Lead Nurturing: Driving Customers on the Right Path to Conversion Check out this related B2B LeadsCon Event! How many touches does it take before you make a sale? Chances are, you’ve lost count. Lead nurturing in 2015 is a many-layered process made … View Agenda Register Now

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM