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Marketing Automation, One Step At a Time

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Act-On presented a webinar titled Marketing Automation: One Step at a Time, in which David Raab of Raab Associates Inc. outlined an incremental approach to deploying marketing automation. …

Act-On presented a webinar titled Marketing Automation: One Step at a Time, in which David Raab of Raab Associates Inc. outlined an incremental approach to deploying marketing automation.

Marketers have been told that in order to implement marketing automation they’ll have to reinvent their programs and processes, causing disruption and uncertainty. But David showed us how using a gentle, incremental approach transforms marketing automation adoption from a demanding leap to a manageable flight of steps.

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  • 1. Marketing Automation: One Step at a Time David M. Raab Raab Associates Inc. January 12, 2012 #AOWEB
  • 2. “We have a problem” #AOWEB
  • 3. “We have a problem” #AOWEB
  • 4. “We have a problem” #AOWEB
  • 5. “We have a problem” #AOWEB
  • 6. Barriers #AOWEB
  • 7. Barriers #AOWEB
  • 8. SolutionsTraining #AOWEB
  • 9. SolutionsEase of Use #AOWEB
  • 10. SolutionsServices #AOWEB
  • 11. SolutionsIncremental #AOWEB
  • 12. What Really Matters: “New Best Practices” #AOWEB
  • 13. SolutionsIncremental #AOWEB
  • 14. Customer Management Systems Email Reports & Web visitor analysis Search tracking marketing Landing pagesSocial media Marketing automation CRM/sales Web site • database automationWeb events • campaigns • scoring Call center • content mgt Advertising Operational systems Direct mail #AOWEB
  • 15. Really? #AOWEB
  • 16. Step 1: Replace Existing Systems • Test program, end-to-end • Balance of programs • Decommission old systems • Party! #AOWEB
  • 17. Step 2: Start Making Changes • Criteria: – Easy to deploy – Easy to measure – High reward – Foundation for change #AOWEB
  • 18. Step 2: Start Making Changes • Consider: – Response reports – Landing pages – Email segments – Drip campaigns – Formal testing – Sales access #AOWEB
  • 19. Step 3: Make Deeper Changes • Long-term goals: – Sales alignment – Measurement – Marketing processes – Lifecycle mapping – Content development #AOWEB
  • 20. Foundations for Success • Make a plan • Assign resources • Provide leadership • Build in rewards • Measure progress #AOWEB
  • 21. Thank YouMarketingautomation is…– Worth doing– Easier in stages– Built on best practices #AOWEB
  • 22. Thank You David M. Raabdraab@raabassociates.com www.raabguide.com Twitter: @draab #AOWEB
  • 23. Act-On Integrated Marketing Platform World Class E-Mail Complete Set of Tools Approach and Terms Marketing Core and on One Platform that Work Deliverability • Drip, Web Analytics, • Start Simple, Automate• 3rd Generation Email Landing Pages, Forms, at Own Pace Scoring, CRM Integration,• No Extra Cost for Social Media, Reporting • Affordable Pricing; Month- Deliverability and More… to-Month Contracts • Focus Usability, Simplicity • Live Customer Support – and Manageability At No Additional Costs
  • 24. Thank You! Within 24 hours: You will receive an email withwhite 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

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