Marketing Automation:
One Step at a Time
David M. Raab
Raab Associates Inc.
January 12, 2012
#AOWEB
“We have a problem”
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“We have a problem”
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“We have a problem”
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“We have a problem”
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Barriers
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Barriers
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Solutions
Training #AOWEB
Solutions
Ease of Use #AOWEB
Solutions
Services #AOWEB
Solutions
Incremental #AOWEB
What Really Matters: “New Best Practices”
#AOWEB
Solutions
Incremental #AOWEB
Customer Management Systems
CRM/sales
automation Web site
Call center
Reports &
analysis Web visitor
tracking
Direct mail
Web events
Search
marketing
Advertising
Social media Marketing
automation
• database
• campaigns
• scoring
• content mgt
Operational
systems
Landing pages
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#AOWEB
Really?
Step 1: Replace Existing Systems
• Test program,
end-to-end
• Balance of
programs
• Decommission
old systems
• Party!
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Step 2: Start Making Changes
• Criteria:
– Easy to
deploy
– Easy to
measure
– High reward
– Foundation
for change
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Step 2: Start Making Changes
• Consider:
– Response
reports
– Landing pages
segments
– Drip campaigns
– Formal testing
– Sales access
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Step 3: Make Deeper Changes
• Long-term goals:
– Sales alignment
– Measurement
– Marketing processes
– Lifecycle mapping
– Content development
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Foundations for Success
• Make a plan
• Assign resources
• Provide leadership
• Build in rewards
• Measure progress
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Thank You
#AOWEB
Marketing
automation is…
– Worth doing
– Easier in stages
– Built on best
practices
Thank You
David M. Raab
www.raabguide.com
Twitter: @draab
#AOWEB
Act-On Integrated Marketing Platform
World Class E-Mail
Marketing Core and
Deliverability
• 3rd Generation Email
• No Extra Cost for
Deliverability
Complete Set of Tools
on One Platform
• Drip, Web Analytics,
Landing Pages, Forms,
Scoring, CRM Integration,
Social Media, Reporting
and More…
• Focus Usability, Simplicity
and Manageability
Approach and Terms
that Work
• Start Simple, Automate
at Own Pace
• Affordable Pricing; Month-
to-Month Contracts
• Live Customer Support –
At No Additional Costs
Thank You!
Within 24 hours: You will receive an email with
white paper, webinar recording, slides and Act-On Information.
Learn more about Act-On: Join our weekly 30-minute live demo
And more: www.actonsoftware.com
