Marketing Automation for Human BeingsWhat not to automate to ensure your

marketing automation works

A webinar from @GetResponse with Jason Falls, SVP Digital Strategy, Elasticity

@JasonFalls | www.goelastic.com

Defining Marketing Automation

The process of leveraging technology to automatically accomplish routine marketing tasks to increase speed, efficiency and effectiveness of marketing programs.

History of Marketing Automation

• 1971 - Ray Tomlinson sends first email • 1978 - Gary Thuerk sends first mass email • 1990s - Explosion of mass email marketing • 1991 - Birth of the World Wide Web • 1996 - Hotmail Launches • 1996 - Six Degrees Launches • 1999 - First nascent marketing automation companies emerge • 2000 - 2010 - Evolution of database integrations, CRM programs, etc. • 2003 - Can Spam Act (U.S.) • 2006 - Concept of Inbound Marketing becomes popular • 2010 - 2013 - Explosion of marketing automation technologies • 2015 - Present - The age of possibility

Sources: SmartInsights | SearchEngineJournal | SmallBizTrends

Ways to use Marketing Automation

1. Demand Generation 2. Lead Generation 3. Lead Nurturing 4. Lead Scoring 5. Direct Sales

The Human Conflict

CRM

T H E N O A U T O M A T I O N Z O N E

Consumer Touchpoints

• Content • Getting them in the funnel • Moving them along the funnel • Engagement & Relationship

Building • Social Media • Sales Touchpoints • Customer Care

Content

Engagement and Relationship Building

Internal Processes

• Mapping Your Plan • Understanding Your Audience • Measurement & Analytics • Ethics

Mapping Your Plan

Understanding Your Audience

Measurement & Analysis

Ethics

Checks and Balances

• Prioritize and Track Human Interaction • Insert phone interaction in nurturing • Integrate sales team to support automation functions • Survey Customers • Ask where they need human touch • Walk the path yourself • Ask “Where can we be there for them in person?”

Thank you!

Jason Falls, SVP Digital Strategy, Elasticity @JasonFalls | www.goelastic.com

for @GetResponse

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