Tech4Good Denver Sept 2013 forum: email marketing and marketing automation systems
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  • 1. E-Mail Marketing & Marketing Automation Systems
  • 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. E-Mail Marketing vs. Marketing Automation?
  • 4. What is the Same? • Both communicate with your audience • Both send e-mail • Both report on interactions • Both integrate social platforms
  • 5. They are Similar ✓Lead Capture ✓Basic Segmentation ✓Email Templates ✓Create and Send email ✓Mass email delivery ✓Automation and triggers ✓Reporting and analytics
  • 6. There Are Important Differences
  • 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. 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. Integration Marketing Automation Systems integrate tightly with your CRM Email tools give weak or no integration to your CRM.
  • 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. Marketing Automation is not for Everyone!
  • 12. Marketing Automation is Complex • Is it a good fit for your audience? • Do you have the resources to implement and manage?
  • 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. 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. What is Right for You?
  • 16. Evaluating Email Marketing Tools • Email Creation tools • List building tools • Segmenting tools • Reporting tools • Vendor Deliverability Rate
  • 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. *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. Evaluating Marketing Automation Tools • Create your own checklist • Dive into deep details • Watch demos • Check references that have the same or similar needs.
  • 20. Lead Capture • Form creation • Custom fields • Progressive profiling • Landing pages
  • 21. Lead Nurturing • Campaign Designer • Data segmentation • Campaign Decision points? • Are there automatic triggers?
  • 22. Lead Scoring • Behavioral Scoring • Time-based scoring • Can you manually change scores? • Can a prospect have different scores for different products?
  • 23. Email • E-Mail designer • Template designer • Personalized content • Deliverability!
  • 24. Data Management • De-duplication • Custom fields • List updates
  • 25. CRM Integration • Standard integration to your CRM • Cost • System synch frequency • Manual synch • Field Mapping • Record assignments
  • 26. Segmentation • Available on any fields? • Available mid-campaign?
  • 27. Reporting and Analytics • 80% Standard reports • Ease of creating custom reports • Web analytics • Drill down reporting • Report scheduling and delivery
  • 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. Thank You!