Marketing Automation Workshop

September 22nd, 2016

Today’s Content Leaders

HousekeepingChat with questions Resource page with slides & recording5 minute breaks every 20 minutes

Today’s Agenda:Results of MAMindset of Marketing AutomationBasics of Digital & Marketing Automation`Personalization: The Gateway to Marketing AutomationPlanning for Marketing Automation

Email PortfolioCampaignsBudgetSkillsets

Case StudyConstruction Financial Management Association moves

from Email Marketing to Marketing Automation

CFMAFounded in 1981Only organization dedicated to bringing together

construction financial professionals and partnersServing more than 7,000 members via chapters in USA

and CanadaSmall staffOne marketing professional with a big vision

Challenges Facing CFMA Identify and convert new members Increase engagement within a member company and within

each individual’s participation level Increase understanding of conversion factors to drive revenue Address changing tastes and preferences of members Unable to access full data set and model in AMS and combine

with other marketing data sources

Indicators for Marketing Automation Readiness Do we have the appropriate content hooks to attract potential

members and customers? Do we have a social media program that is in sync with our

marketing calendar? Do we run our campaigns using all digital vehicles in tandem

where it makes sense? Have we identified a target market? Have we identified specific personas to market to?

Solution Create digital marketing roadmap to transition from email

marketing to marketing automation Consolidate marketing data sources into MA and integrate

with AMS Expose the data model to empower the Marketing team to

create their own targeted queries based on audience knowledge and behavior

Empower Marketing team to self-analyze for continuous improvement

Results Empowered Marketing team able to execute ad hoc

queries to build integrated marketing campaigns Improved open rates using mobile-responsive templates Increased lead / prospect identification and responses Continued marketing efficiencies Improved insights and visibility into prospects’ digital

footprint

Today’s Marketing Mindset

This is Not Your Father’s Mass Marketing

Digital Marketing Signaled a Shift

Digital Marketing

• Internet Marketing• Social Media Marketing• Search Engine Marketing• Content Marketing• Content Remarketing• Email Marketing• Account Based Marketing• Inbound Marketing

What’s the name of the category of software tools to help you manage all of this? Marketing automation

The Mindset of Data-Based MarketingThe more I know about you, the greater the likelihood that I can

predict your needs and deliver what you want

The more I can deliver what you want, the more trust you have in me

The more trust you have in me, the greater the likelihood you will buy from me

How Can I Know You? Build the most comprehensive profile possible of a user’s preferences, demographics & activities

What’s the goal of marketing automation?To provide a composite profile in one place from which I can identify who is likely to buy and/or be a repeat buyer

Fundamentals of MATop of the Funnel (ToFU)

Middle of the Funnel (MoFU)

Bottom of the Funnel (BoFU)

Our Traditional World of Communication with Members

Fundamental Premise Exercise Are you tasked with growth or retention? How do you acquire new members? How many emails do you send in one day? Do you have data / insights about your ideal member

candidate?Where does your time/effort go?

Fundamental Premise Exercise

Your Info Distribution Channels• Website

• Microsites• Ecommerce• Blogs

• Social• LinkedIn• Twitter• YouTube

• Webinars

• Events• Email

• Automation• Promotion vs Retention

• Advertising• Organic• Paid

Your Channels

Buyer’s Journey

+5

+5+5

+10

Total Score : 20

One Buyer’s Journey

Marketing Elements to Fuel MADistribution ChannelsBuyer’s JourneyContent/OfferingLead ScoringOpportunity ManagementReporting

Warning!

This has nothing to do with a software platform, tools or email.

This section requires that you have know-how for:• market strategy• content• user data

Basics of Marketing Automation for

Associations(And Why It’s Different)

Maneesha Manges

MA Platforms Combine a variety of tools into one platform tied together by a campaign to allow for ROI reporting Tools typically include:

SEO/SEM Email Landing Pages Forms Blogs Website Tracking Code Lead Scoring Personas Anonymous User Tracking Social Media Monitoring & Publishing Automation Flows Banner Ad Management Website Page Management Sales Opportunity Management/Notification

All this in ONE platform!!!

Benefits? -Insights & intelligence-Operational efficiency-Greater lead gen for greater revenue

Trip Wires for Associations in MAEmailEmailEmailDigital advertisingEmailDid we say email?Metrics

Bonus Material!

Download your copy to see the results

Email Marketing vs. Marketing AutomationEmail Marketing:• Blast Email• Open & Click Thru Rates• Distinct, Discrete metrics• Push Marketing• Retention-Driven approach

Marketing Automation:• Drip Marketing• Conversion• Cumulative look at an

individual’s digital footprint• Pull Marketing• Revenue-Driven

How They CompareEmail Marketing Email Automation Marketing Automation

Monetization Model Revenue DrivenAudience Reach Broad Targeted Personalized

Main Purpose Member Retention Member Retention Member AcquisitionMetrics Open Rates / CTRs – at

the individual send Behavior & Interaction – per campaign

Behavior & Interaction – at aggregate level

PersonalizationThe Gateway to Marketing Automation

Adam “Megatron” HigginsMarTech & Renaissance Man

What Makes for a Personalized Experience? Right contentRight timeRight frequencyRight toneRight feel

Big Question:

How can we possibly do this manually for each individual member across multiple channels?

Answer:

We can’t achieve this manually with our current staff, but we can do this with technology.

5 Tech Concepts We Need for PersonalizationAnonymous Users and CookiesJavaScript Conversion CodesWhy It’s Different than Google AnalyticsCNAMES, DKIM, SPF, IPs & DomainsTrackable Everything, Including URLsMarketing Technology Stack Ecosystem

Tech Concept #1: Anonymous Users and CookiesAnonymous users are web visitors that have never

filled out a form or clicked a link in an email.Marketing Automation platforms use cookies to identify

the contact viewing the webpage

Why are cookies awesome? Contact Identity Form Pre-Population Dynamic Web Page Content without Login Tracking Web Activity Tracking Conversions Re-Targeting Ads

What is a cookie?Cookies stores information on your computer or phone

by a website you visit. Cookies are browser specific

Where it Stored? Browsers store the cookies in their sub folders. Cookies are small text files. Some browsers store in one long file. Some browsers store each cookie separately

What is in the Cookie? Cookie Name Website Value Duration

How Long do Cookies Last?Session Cookie

• Temporary• Only stores the cookie

while you visit the site.• Cookie deletes once you

leave the website

Persistent Cookies

• Permanent• Website specifies the

duration of time for the browser to keep the cookie

Cookie Help Identity Users Marketing Automation Platform (MAP) stores identity

cookies on your computer The identity cookie is a unique key The key opens the door to your data stored in the MAP

Identify Anonymous UsersForm Submit

• Lead fills out form with contact information• MAP stores the cookie• MAP associate cookie with

contact information

Web Visit via an Email

• Contact clicks link in email• MAP stores cookie• MAP associate the cookie

with the email address.

Cookies Help with Pre-Populating Forms

1. User lands on form2. Browser gets cookie3. MAP reads cookie4. MAP translates cookie5. MAP identifies contact6. MAP populates form

Cookies Help with Dynamic Content

1. User lands on web page2. Browser gets cookie3. MAP reads cookie4. MAP translates cookie5. MAP identifies contact6. MAP reads web page logic7. MAP display content

Tech Concept #2: JavaScript Conversion CodesJavaScript is the technology framework that allows

marketers to retrieve web analytics and track conversions.

Marketing automation platform use tracking scripts on your websites.

Tracking scripts send information to the marketing automation platforms.

What is JavaScript? JavaScript is an advanced web programing language. Most powerful language out of HTML and CSS JQuery is JavaScript's most popular library. JQuery simplifies JavaScript for developersJavaScript is responsible for many popular interactive

web features.

JavaScript is Awesome for SlidersJavaScript changes is responsible for the sliding effect for popular hero sliders.JavaScript controls the hiding and showing of each slide when the user clicks buttons.

JavaScript is Awesome for ModalsModal popup are small containers that pop up, and the page background goes dark. Modals make users focus on a single component.

JavaScript is Awesome for Background CommunicationJavaScript can send information between websites in the background.

Single page applications use the background communication to make updates to databases.

MAP web tracking scripts use the same technology.

MAP Web Activity Script Name

Marketo• Munchkin

Act-On• Beacon

Hubspot• Tracking Code

Where does the Script go?The scripts go in the bottom of page before the ending </body> tag.

How does the script work?

1. User visit web page2. JavaScript runs3. JavaScript Identify User4. JavaScript Sends Web

Activity to MAPJavaScript sends information to the Marketing Automation Platform (MAP) real-time.

Complete Lead Workflow Reporting

Campaign Conversion Percentage Abandonment vs Completion Attribute Dollars to an email, page, or source

Trigger an Email Feed Activity into a Lead Score

Tech Concept #3: Why It’s Different than Google AnalyticsMAP Web Tracking• Identify users with cookies

and track web activity.• Granular users web

activity• Marketing Performance • Native Integration

Google Analytics• Personally Identifiable

Information Not Allowed.• Aggregate Web Activity• Website Performance

Tech Concept #4: CNAMES, DKIM, SPF, IPs & Domains Make network changes to the help with deliverability

and vanity domains. These are the first tasks to do for a MAP spin up

What is an IP Addresses A numerical address to communicate on the web. It is the unique identifier for a network, web server and

computer Every website has a IP Address We hide IP addresses with domain names.

What will I do with IP Addresses? Whitelist tells the server the IP is safe. Whitelist MAP IP addresses on internal spam filters Whitelist IP addresses with AMS application for

integration

What is a Domain Name System (DNS) and Cname? Domain Name System (DNS) manages your web URLs. The DNS masks the IP address with your branded URL

name. Cname mask an URL with a better branded URL

Beautify URLs with Cnames Provide a vanity sub-domain to the default MAP URLs. Provide Two Domain Cnames for default MAP URLs

Email i.e. email.highroadsolution.com Landing Pages i.e. pages.highroadsolution.com

What is DKIM and SPF? Domain Key Identified Mail Helps deliverability of messages Required by a couple email providers Tells the email provider you’re a allowed to send email

on behalf of the domain name Requires you to update a text record on the DNS

Tech Concept #4: Trackable URLs

This is one of the fundamental points of a MA platform is to get you out of the manual creation of trackable URLs!

Why not focus on content creation and let the MA platform focus in on connecting the content across all channels?

Tech Concept #5: Marketing Technology Stack Ecosystem

Why not create a digital ecosystem and use the data to create personalized user experiences that drive business results?

Marketing Tech Stack Examples AMS Ecommerce Marketing Automation Social Platform

CMS Event Marketing Newsletter Workflow Blog

Draw Your Marketing Tech Stack

Planning for MAJumpstart Your Success

Basic ConceptsMA based on contacts, not emailMA more expensive than emailRookie Mistake #1: Put everyone in MARookie Mistake #2: Not understand MA vs. Email and

therefore, put everyone in MA

Who Will Live in Your MA Platform? Marketing Automation Platforms extend beyond the

basic email communications system: You will do more than email contacts Contacts are often split between “known” (aka members) and

“leads/prospects” (aka future customers or current non members) Key Considerations: “Should you transfer everyone from your AMS into the

MA Platform?”

Who Makes the Cut?Factors to consider:

Campaign Calendar – are communications mostly for members or prospects? How many members are in your AMS? How many records /contacts / “others” are in your AMS? What portion of the “others” have you interacted with (in any capacity) over the past

year? Are your campaigns relying only on email as outreach? Do you have a plan to qualify the “others” in your AMS? Do you have other data sources? (i.e. webinar platform, LMS platform, etc.)

Your Email Portfolio – What Does it Look Like? Can you identify which emails are:

Recurring – Member Retention or for another program? Promotional – using the same list or a different mailing list? Candidates for automation sequences or workflows Have potential to convert into integrated series with lead scoring?

Your Email Portfolio

Personalization – Data to LeverageLook for opportunities where personalization is more than “Hello <First Name>”:

Consider your personas and target audiences, do you really know them? What can you display to demonstrate that you know who they are AND what they

mean to your organization? Chapter Leaders? Former Conference Speaker? Purchased more than 2 products in the last 6 months? Registered as an early-bird for the past 3 years? Upcoming membership renewal? Local chapter event?

Identify Your Marketing Automation Candidates

Email type Email Name

Data Exists Can it be Automated?

Can it be Personalized?

Business impact of publication

Revenue Generating ($) or ROI

How many hours to produce?

Membership New Member

Yes Yes Yes Engagement ROI xx

Thinking Through PersonalizationData How it can be used Intended use in MA Platform? Data

Source?Member Type Segment membership benefits such as

content or event pricingDisplay content based on segmentation (dynamic or smart content)

AMS

Member Join Date Used in member renewal notices & member value recognition campaigns

Member Renewal Series AMS

Exhibitor in 2015 … …

Personalization Exercise

Budget ConsiderationsOwn, Lease or Lease-to-Buy?

What’s In the Budget? MA PlatformIntegration(s)Consulting/RetainersStaff

Buying MACost per contact, not emailDedicated IP addressNew option to association world---Why own? OutsourceSoftware as a Service (SaaS) Not based on seat license, but on contact database size

Worksheet PrimerSegments Number

of contacts

% of Total

Candidate to Exist in MA Platform?

Notes / Questions

What is the total number of records in your AMS?

How many member records exist in your AMS?

How many “non members” have purchased something from you within the past year?

How many emails have you sent in the past year to distinct contacts (members and non members)?

How many “leads” do you have coming in from activities such as paid advertising, webinars, tradeshows, banner ads, etc?

Integrating MA—No Checkbox IntegrationAMSWebsite (CMS)E-CommerceSocial

AMSWho is your audience?Prospects (Leads)CustomersMembers

AMSWhere does your audience reside?AMSCRMOther

WebsiteWhat actions do you need to track? Page Views Downloads Video Plays Social Shares

e-CommerceWill purchase history trigger automation sequences?

YesNo

Consulting/RetainersGraphic designContent mappingBuyer’s journeyUser persona developmentFunnel managementSEO/SEMCopy writingEmail marketingLead scoring mappingSet up of automation sequencesAnd on and on…..

Staff---How Do You Compare?Does your team have the right skills to work within a marketing automation platform?

understand the world of mobile? understand how email and the web work? (and how they are different?) comfortable with data? understand how data flows from one system to another? basic HTML and graphic design?

Skill Matrix Check ListScale (Infancy)

1 2 3 4(Ready)

5

Understand the world of mobile

Understand the world of digital / interaction on social

Understand how email and the web works (and how they are different)

Comfortable with data

Basic HTML and graphic design sense

Can construct queries

Marketing Lead

•Marketing Principles• Copywriting•Design•Graphic Design Software•HTML• CSS

The marketing lead is the primary user of the marketing automation platform. They will create campaigns centered around driving revenue for the organization.

Name:

Technical Resource

• Coder• Programing Languages• SQL•Understands Database Architecture.

Your technical resource is responsible for translating the business logic into SQL or web services for the integration.

Name:

Front-End Web Developer

•HTML• CSS• Javascript• CMS• E-Commerce Website

The web developer helps with adding any analytic tracking scripts to the web page.

Also, they are helpful with creating landing pages and email templates.

Name:

Network Administrator

•Network Protocols• Firewalls• VPN

The network administrator helps with establishing a connection for the communication to work between different platforms. They update the server to create vanity URLs for landing pages and email deliverability.

Name:

MarTech

•HTML• CSS• JavaScript• SQL•Understands Database Architecture.•Marketing Principles

The martech has a very good understanding of the AMS, and easily translate what the Marketing Lead needs to the Technical Resource.

Creates landing pages, email templates, and complex smart lists.

Name:

MA Budget List# Contacts at cost per contactDedicated IPOnboarding trainingIntegrationGraphic designRetainer

Total Budget WorksheetProgram Name Data

Validation & Research

# Contacts & Cost Per Contact

Digital Advertising

Live Event Print/Direct Mail

Expected Results Worksheet# hours savedKPI dashboard# known visitors% conversion# new contactsCost per contact acquisition

Now It’s Your TurnBuild the Case using our templateVisit us during Office HoursBe resolute!