Marketing Automation for iMISWednesday, December 14, 2016

2:00 PM ETPresented By

Suzanne Carawan, HighRoad Solution

What Is It? Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.

Who Does It?•Email companies •CRM companies•CMS companies•MA companies•PR tech companies•Social media/community companies•Do we do this now?

Top Players in the MA Market

From: Business-Software.com

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

•What’s the real goal of marketing automation? Drive new leads that convert to revenue

Fundamentals of MA

Top of the Funnel (ToFU)

Middle of the Funnel (MoFU)

Bottom of the Funnel (BoFU)

Our Traditional World of Communication with Members

Ask Yourself• 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?

Your Info Distribution Channels

• Website– Microsites– Ecommerce– Blogs

• Social– LinkedIn– Twitter– YouTube

• Webinars

•Events•Email

– Automation– Promotion vs Retention

• Advertising–Organic–Paid

Buyer’s Journey

+5

+5+5

+10

Total Score : 20

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 MA

• Email• Email• Email• Digital advertising• Email• Did we say email?• Metrics • Treating it like a tool• Not giving the advice

Bonus Material!

Download your copy to see the results

Email Marketing vs. Marketing Automation

Email 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

Top Reasons to Get Marketing Automation

• Your customer buying process lasts longer than a week• Sending emails alone does not seem to drive sales• Your marketing department does not have enough time to do everything

they need to do with their current resources• You sell different products or services to different demographics• You want to send different messages to different titles and industries• You can’t tell if you should be spending more or less money on marketing• Your sales people are complaining about the quality of leads your

marketing team is delivering• You want to know which of your marketing campaigns are the most

effective

http://venturebeat.com/2014/11/11/email-marketing-vs-marketing-automation-whats-the-big-diff/

Act-On

HubSpot

Summary for MA• Tools have tons of features• Integration is key • It’s not the tool, it’s the know how

QuestionsMy Contact Information: Suzanne Carawanscarawan@highroadsolution.com703.297.8480

www.highroadsolution.com