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E-Mail Marketing
&
Marketing Automation
Systems
About Me
• Marcie K. Weaver
• 15 years working for a small software
company
• Managed marketing communications,
multi-medi...
E-Mail Marketing
vs.
Marketing Automation?
What is the Same?
• Both communicate
with your audience
• Both send e-mail
• Both report on
interactions
• Both integrate ...
They are Similar
✓Lead Capture
✓Basic Segmentation
✓Email Templates
✓Create and Send email
✓Mass email delivery
✓Automatio...
There Are Important Differences
Process Differences
Marketing Automation
integrates all online activities
and allows you to specifically
target your audie...
Data Retrieval
Marketing Automation
systems allow to have detailed
insight into your audience
behaviors.
E-Mail tools are ...
Integration
Marketing Automation
Systems integrate tightly with
your CRM
Email tools give weak or no
integration to your C...
Action
Marketing Automation
allows you to take different
actions based on prospect
behavior.
Email tools are limited to
au...
Marketing Automation is not for
Everyone!
Marketing Automation is Complex
• Is it a good fit for your
audience?
• Do you have the
resources to
implement and
manage?
Marketing Automation can be
Expensive
• Email marketing can
start at $20.00/month.
• Marketing Automation
systems pricing ...
Marketing Automation Requires
More Content
• Marketing Automation
systems rely on
content to drive your
campaigns.
• E-Mai...
What is Right for
You?
Evaluating Email Marketing Tools
• Email Creation tools
• List building tools
• Segmenting tools
• Reporting tools
• Vendo...
E-Mail Marketing Vendors
• iContact
• Benchmark Email
• ExactTarget
• Constant Contact
• Campaigner
• Vertical Response
• ...
*Hybrid
• Watch for specialized tools that are somewhere in-
between!
• Sometimes much more cost effective, while giving
y...
Evaluating Marketing
Automation Tools
• Create your own checklist
• Dive into deep details
• Watch demos
• Check reference...
Lead Capture
• Form creation
• Custom fields
• Progressive profiling
• Landing pages
Lead Nurturing
• Campaign Designer
• Data segmentation
• Campaign Decision points?
• Are there automatic triggers?
Lead Scoring
• Behavioral Scoring
• Time-based scoring
• Can you manually change scores?
• Can a prospect have different s...
Email
• E-Mail designer
• Template designer
• Personalized content
• Deliverability!
Data Management
• De-duplication
• Custom fields
• List updates
CRM Integration
• Standard integration to your CRM
• Cost
• System synch frequency
• Manual synch
• Field Mapping
• Record...
Segmentation
• Available on any fields?
• Available mid-campaign?
Reporting and Analytics
• 80% Standard reports
• Ease of creating custom reports
• Web analytics
• Drill down reporting
• ...
Marketing Automation Tools and their
Standard CRM interfaces
• Eloqua - Salesforce, Microsoft Dynamics,
Oracle/Siebel
• Ma...
Thank You!
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Tech4Good Denver Sept 2013 forum: email marketing and marketing automation systems

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Transcript of "Tech4Good Denver Sept 2013 forum: email marketing and marketing automation systems"

  1. 1. E-Mail Marketing & Marketing Automation Systems
  2. 2. About Me • Marcie K. Weaver • 15 years working for a small software company • Managed marketing communications, multi-media and business development • Founded Composite Marketing • Passionate about technology
  3. 3. E-Mail Marketing vs. Marketing Automation?
  4. 4. What is the Same? • Both communicate with your audience • Both send e-mail • Both report on interactions • Both integrate social platforms
  5. 5. They are Similar ✓Lead Capture ✓Basic Segmentation ✓Email Templates ✓Create and Send email ✓Mass email delivery ✓Automation and triggers ✓Reporting and analytics
  6. 6. There Are Important Differences
  7. 7. Process Differences Marketing Automation integrates all online activities and allows you to specifically target your audience based on their behaviors. Email Tools send the same or very similar e-mail to the entire list you select and offers analysis.
  8. 8. Data Retrieval Marketing Automation systems allow to have detailed insight into your audience behaviors. E-Mail tools are generally limited to click tracking and social shares.
  9. 9. Integration Marketing Automation Systems integrate tightly with your CRM Email tools give weak or no integration to your CRM.
  10. 10. Action Marketing Automation allows you to take different actions based on prospect behavior. Email tools are limited to auto-responders and manual follow-up.
  11. 11. Marketing Automation is not for Everyone!
  12. 12. Marketing Automation is Complex • Is it a good fit for your audience? • Do you have the resources to implement and manage?
  13. 13. Marketing Automation can be Expensive • Email marketing can start at $20.00/month. • Marketing Automation systems pricing vary’s widely from $400/month to $10,000/month.
  14. 14. Marketing Automation Requires More Content • Marketing Automation systems rely on content to drive your campaigns. • E-Mail marketing can be a periodic newsletter or a single message that is “freshened up” periodically.
  15. 15. What is Right for You?
  16. 16. Evaluating Email Marketing Tools • Email Creation tools • List building tools • Segmenting tools • Reporting tools • Vendor Deliverability Rate
  17. 17. E-Mail Marketing Vendors • iContact • Benchmark Email • ExactTarget • Constant Contact • Campaigner • Vertical Response • StreamSend • MailChimp • GetResponse • Mailgen • Mad Mimi • GraphicMail • Pinpointe • Orbtr* (for WordPress only)
  18. 18. *Hybrid • Watch for specialized tools that are somewhere in- between! • Sometimes much more cost effective, while giving you enough tools to increase efficiency • Great example is Orbitr for WordPress • Uses MailChimp for e-mail • Tracks leads through your WordPress website
  19. 19. Evaluating Marketing Automation Tools • Create your own checklist • Dive into deep details • Watch demos • Check references that have the same or similar needs.
  20. 20. Lead Capture • Form creation • Custom fields • Progressive profiling • Landing pages
  21. 21. Lead Nurturing • Campaign Designer • Data segmentation • Campaign Decision points? • Are there automatic triggers?
  22. 22. Lead Scoring • Behavioral Scoring • Time-based scoring • Can you manually change scores? • Can a prospect have different scores for different products?
  23. 23. Email • E-Mail designer • Template designer • Personalized content • Deliverability!
  24. 24. Data Management • De-duplication • Custom fields • List updates
  25. 25. CRM Integration • Standard integration to your CRM • Cost • System synch frequency • Manual synch • Field Mapping • Record assignments
  26. 26. Segmentation • Available on any fields? • Available mid-campaign?
  27. 27. Reporting and Analytics • 80% Standard reports • Ease of creating custom reports • Web analytics • Drill down reporting • Report scheduling and delivery
  28. 28. Marketing Automation Tools and their Standard CRM interfaces • Eloqua - Salesforce, Microsoft Dynamics, Oracle/Siebel • Marketo - Salesforce, Microsoft Dynamics • SilverPop - Salesforce, Microsoft Dynamics • ExactTarget - Salesforce, Microsoft Dynamics • HubSpot - Salesforce, (Apps available to others) • Genius - Salesforce • eTrigue - Salesforce, Microsoft CRM • InfusionSoft • blackbaud • Luminate • eTapestry • The Raiser’s Edge
  29. 29. Thank You!
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