We Help You Sell More!
The 21st CenturyMarketing ParadoxProductionPresenceMarketing Cost Structure
The 21st CenturyMarketing ParadoxProductionPresenceMarketing Cost Structure
The Automation Solution▸ Automate repetitive steps▸ Increase data flow and sharing▸ Reduce human error▸ Achieve greater me...
Types of Marketing AutomationWorkflowSegmentation/PersonalizationMessage DevelopmentAnalytics & Intelligence
Data Drives AutomationDemographicBehavioralTimingTransactionalWorkflow& ContentProductionSegmentation -Personalization& An...
Marketing AutomationWorkflow▸ Originally defined as user prompts▸ Expanded to include campaigndevelopment and execution▸ T...
Message Development &Compilation▸  Difficult to automate– Requiresthought and creativity▸  Best used to repurpose webconte...
Segmentation &Personalization▸ Most important automation for messagerelevance▸ Delivers the greatest ROI▸ Requires constan...
Analytics & Intelligence▸ Analytics=raw: includes stats like pageviews, clicks, geo location etc.▸ Intelligence is refined...
All Processes Are ConnectedWorkflowSegmentationAnalyticsMessageDevelopment-Perfect automation isvery difficult toachieve.“...
Process Is KeyBroken Manual Process=Broken Automation Process▸  Requires planning▸  Perfection is achieved one process at ...
Automation Is Not A Cure All▸ Will not solve process problems▸ Will not solve data problems▸ Will not solve content proble...
Caveat: Data Quality@▸  Data Types:•  Demographic•  Transactional•  Behavioral•  Timing▸  Data will immediately determinea...
Success Factor: Data Quality▸ Keep demographic data current▸ Use data enhancement services and surveys regularly▸ Proper c...
Caveat: Integration▸ Integration is a must do▸ Batch vs. Real Time▸ Real Time is not always necessary.Batch solution is be...
Success Factor: Integration▸ Integrate and test one data source at atime.▸ Make personal data actionable▸ For Example: Ann...
Caveat: ContentDevelopment Processes▸  Achilles’ heel of marketingautomation – hardest process toautomate▸  Inverse relati...
Success Factor: ContentDevelopment▸ Applied to whole messages or parts:Different messages for different situationsvs data ...
Caveat:Segmentation Processes▸  Greater detail = better results▸  Understand where to use short and long-term segments▸ Sh...
Success Factor:Segmentation▸ Establish clear goals for segmentation(long-term segments should mirroryour customer base)▸ G...
The True Goal of AutomationRight Message Right Person Right Time Right ChannelThe 4-R Strategy
Generic Automation FeaturesFeature Automation CategoryDynamic Content Segmentation/MessageDevelopmentPURLs Segmentation/Me...
Your Next Steps
Step 1:Focus On Pain PointsPain Point Cause Desired OutcomeWaningMembershipRenewalsUnderstandingvalue propositionsIncrease...
Step 2: Develop A Process▸ Develop a process to solve painwithout automation▸ Requires cross departmentalconsensus▸ Unders...
Step 3: Apply AutomationThree questions need to be answered:1. What types of data will you need?2. What types of segmentat...
▸ Automation is necessary to achievethe 4-R Strategy. Right Message, RightPerson, Right Time, Right Channel.▸ Automation w...
Contact Ushttp://www.GoldLasso.comYotam Derfleryderfler@goldlasso.com(240) 252-4861Need More Info?
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Automation to Relieve Marketing Pains

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Helps marketers understand the how to implement marketing automation and what warns what could go wrong.

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Automation to Relieve Marketing Pains

  1. 1. We Help You Sell More!
  2. 2. The 21st CenturyMarketing ParadoxProductionPresenceMarketing Cost Structure
  3. 3. The 21st CenturyMarketing ParadoxProductionPresenceMarketing Cost Structure
  4. 4. The Automation Solution▸ Automate repetitive steps▸ Increase data flow and sharing▸ Reduce human error▸ Achieve greater messagerelevancy▸ Possible increase in salesand conversions – positivecorrelation betweenrelevancy & success.
  5. 5. Types of Marketing AutomationWorkflowSegmentation/PersonalizationMessage DevelopmentAnalytics & Intelligence
  6. 6. Data Drives AutomationDemographicBehavioralTimingTransactionalWorkflow& ContentProductionSegmentation -Personalization& AnalyticsData InputsAutomation Processes
  7. 7. Marketing AutomationWorkflow▸ Originally defined as user prompts▸ Expanded to include campaigndevelopment and execution▸ Timing: campaign execution based onwebsite behavior▸ Data: campaign execution based ondata point, i.e. birthday, anniversaryetc.
  8. 8. Message Development &Compilation▸  Difficult to automate– Requiresthought and creativity▸  Best used to repurpose webcontent for other channels such asemail▸  Overlaps segmentation processesbased on product or articlerecommendations▸ Dynamic content: specificpersonalization.
  9. 9. Segmentation &Personalization▸ Most important automation for messagerelevance▸ Delivers the greatest ROI▸ Requires constant monitoring andadjustment▸ As customers continue to interact,they provide valuable information forfurther segmentation. Continuouslymonitoring this will strengthen thelines of communication.
  10. 10. Analytics & Intelligence▸ Analytics=raw: includes stats like pageviews, clicks, geo location etc.▸ Intelligence is refined analytics.Interprets stats for automation.▸ Analytics and intelligence are worthlessif they are not actionable▸ Overlaps segmentation andpersonalization
  11. 11. All Processes Are ConnectedWorkflowSegmentationAnalyticsMessageDevelopment-Perfect automation isvery difficult toachieve.“The SweetSpot”
  12. 12. Process Is KeyBroken Manual Process=Broken Automation Process▸  Requires planning▸  Perfection is achieved one process at a time▸  All executives who have implementedmarketing automation agree on this
  13. 13. Automation Is Not A Cure All▸ Will not solve process problems▸ Will not solve data problems▸ Will not solve content problems▸ Will not solve segmentation problems
  14. 14. Caveat: Data Quality@▸  Data Types:•  Demographic•  Transactional•  Behavioral•  Timing▸  Data will immediately determineautomation success or failure▸  Freshness and timeliness are a must
  15. 15. Success Factor: Data Quality▸ Keep demographic data current▸ Use data enhancement services and surveys regularly▸ Proper capture and transfer of timing data – membershipanniversaries, last conference attended▸ Capture behavioral data that has the most impact
  16. 16. Caveat: Integration▸ Integration is a must do▸ Batch vs. Real Time▸ Real Time is not always necessary.Batch solution is best for data suchas demographics.▸ Multiple ways to integrate – full APIintegration is not always necessary.Other options: query string, landingpage, gather data from web forms
  17. 17. Success Factor: Integration▸ Integrate and test one data source at atime.▸ Make personal data actionable▸ For Example: Anniversary reminderssent 2 weeks prior to the actualdate. Both pieces of informationmust be utlized.
  18. 18. Caveat: ContentDevelopment Processes▸  Achilles’ heel of marketingautomation – hardest process toautomate▸  Inverse relationship with otherprocesses: More automation =more content development▸  Hard to outsource because qualityassurance is paramount
  19. 19. Success Factor: ContentDevelopment▸ Applied to whole messages or parts:Different messages for different situationsvs data points/dynamic content▸ Automated content needs to be revisedoften▸ Quality assurance is a must▸ Requires large time investments
  20. 20. Caveat:Segmentation Processes▸  Greater detail = better results▸  Understand where to use short and long-term segments▸ Short Term: behavior based▸ Long Term: demographic based▸  Combine multiple data types for micro-targeting: example: age and gendercombined with behavioral activity.
  21. 21. Success Factor:Segmentation▸ Establish clear goals for segmentation(long-term segments should mirroryour customer base)▸ General data such as age, location,gender etc.▸ Understand how to refine segmentsusing data combos and based on
  22. 22. The True Goal of AutomationRight Message Right Person Right Time Right ChannelThe 4-R Strategy
  23. 23. Generic Automation FeaturesFeature Automation CategoryDynamic Content Segmentation/MessageDevelopmentPURLs Segmentation/MessageDevelopmentTriggered Campaigns Workflow/IntelligenceScoring IntelligenceAction Based Messaging Workflow/IntelligenceWeb/RSS/Email-to-Email Message DevelopmentDynamic Lists SegmentationTime Released Campaigns Workflow
  24. 24. Your Next Steps
  25. 25. Step 1:Focus On Pain PointsPain Point Cause Desired OutcomeWaningMembershipRenewalsUnderstandingvalue propositionsIncreased renewalrateLow memberengagementMessage relevance IncreasedengagementIdentifyinginfluential membersLack of process Increased socialmedia mentionsCommunicationsbetweenconferencesLack of content Increased brandingand loyaltyAssociation Example:
  26. 26. Step 2: Develop A Process▸ Develop a process to solve painwithout automation▸ Requires cross departmentalconsensus▸ Understand cross processbottlenecks
  27. 27. Step 3: Apply AutomationThree questions need to be answered:1. What types of data will you need?2. What types of segmentation andformulas will you use?3. How will your messages bedeveloped?
  28. 28. ▸ Automation is necessary to achievethe 4-R Strategy. Right Message, RightPerson, Right Time, Right Channel.▸ Automation won’t solve brokenprocesses.▸ Slow and steady wins the race.Conclusion
  29. 29. Contact Ushttp://www.GoldLasso.comYotam Derfleryderfler@goldlasso.com(240) 252-4861Need More Info?

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