Marketing Automation: One Step at a Time      David M. Raab    Raab Associates Inc.     January 12, 2012                  ...
“We have a problem”               #AOWEB
“We have a problem”               #AOWEB
“We have a problem”               #AOWEB
“We have a problem”               #AOWEB
Barriers     #AOWEB
Barriers     #AOWEB
SolutionsTraining                 #AOWEB
SolutionsEase of Use                    #AOWEB
SolutionsServices                 #AOWEB
SolutionsIncremental                    #AOWEB
What Really Matters: “New Best Practices”                                    #AOWEB
SolutionsIncremental                    #AOWEB
Customer Management Systems               Email                                                        Reports &          ...
Really?          #AOWEB
Step 1: Replace Existing Systems               • Test program,                 end-to-end               • Balance of      ...
Step 2: Start Making Changes            • Criteria:              – Easy to                deploy              – Easy to   ...
Step 2: Start Making Changes            • Consider:              – Response                reports              – Landing ...
Step 3: Make Deeper Changes           • Long-term             goals:             – Sales               alignment          ...
Foundations for Success •   Make a plan •   Assign resources •   Provide leadership •   Build in rewards •   Measure progr...
Thank YouMarketingautomation is…– Worth doing– Easier in stages– Built on best  practices               #AOWEB
Thank You           David M. Raabdraab@raabassociates.com      www.raabguide.com         Twitter: @draab                  ...
Act-On Integrated Marketing Platform    World Class E-Mail         Complete Set of Tools           Approach and Terms    M...
Thank You!          Within 24 hours:        You will receive an email withwhite paper, webinar recording, slides and Act-O...
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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.

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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Marketing Automation, One Step At a Time

  1. 1. Marketing Automation: One Step at a Time David M. Raab Raab Associates Inc. January 12, 2012 #AOWEB
  2. 2. “We have a problem” #AOWEB
  3. 3. “We have a problem” #AOWEB
  4. 4. “We have a problem” #AOWEB
  5. 5. “We have a problem” #AOWEB
  6. 6. Barriers #AOWEB
  7. 7. Barriers #AOWEB
  8. 8. SolutionsTraining #AOWEB
  9. 9. SolutionsEase of Use #AOWEB
  10. 10. SolutionsServices #AOWEB
  11. 11. SolutionsIncremental #AOWEB
  12. 12. What Really Matters: “New Best Practices” #AOWEB
  13. 13. SolutionsIncremental #AOWEB
  14. 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. 15. Really? #AOWEB
  16. 16. Step 1: Replace Existing Systems • Test program, end-to-end • Balance of programs • Decommission old systems • Party! #AOWEB
  17. 17. Step 2: Start Making Changes • Criteria: – Easy to deploy – Easy to measure – High reward – Foundation for change #AOWEB
  18. 18. Step 2: Start Making Changes • Consider: – Response reports – Landing pages – Email segments – Drip campaigns – Formal testing – Sales access #AOWEB
  19. 19. Step 3: Make Deeper Changes • Long-term goals: – Sales alignment – Measurement – Marketing processes – Lifecycle mapping – Content development #AOWEB
  20. 20. Foundations for Success • Make a plan • Assign resources • Provide leadership • Build in rewards • Measure progress #AOWEB
  21. 21. Thank YouMarketingautomation is…– Worth doing– Easier in stages– Built on best practices #AOWEB
  22. 22. Thank You David M. Raabdraab@raabassociates.com www.raabguide.com Twitter: @draab #AOWEB
  23. 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. 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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