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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!