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ASAE Lunch Learning Webinar: the digital black box using technology to bring new sales opportunities to light

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Have disconnects between what the marketing or communications team is doing and how the registrations, product purchases and certification course enrollments are showing up? Follow a standard 4-send email sequence before every event? Want to understand which sources are really referring you web traffic so that you can understand where leads originate? If so, you’re not alone! This webinar will expose marketing automation as a tool that can shed light on how individuals are interacting with all of your digital touchpoints—web, email, social and more—so that you can understand buying signals.

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ASAE Lunch Learning Webinar: the digital black box using technology to bring new sales opportunities to light

  1. 1. The Digital Black Box: Using Technology to Bring New Sales Opportunities to Light Suzanne Carawan Chief Marketing Officer HighRoad Solution
  2. 2. • Have disconnects between what the marketing or communications team is doing and how the registrations, product purchases and certification course enrollments are showing up? Follow a standard 4-send email sequence before every event? Want to understand which sources are really referring you web traffic so that you can understand where leads originate? If so, you’re not alone! This webinar will expose marketing automation as a tool that can shed light on how individuals are interacting with all of your digital touchpoints—web, email, social and more—so that you can understand buying signals
  3. 3. • Change in people’s buying patterns is forcing the need for associations to split out marketing & communications • Historically strong in communications & not in marketing, or blended Association Industry
  4. 4. Marketing v.Communications http://smallbusiness.chron.com/marketing-vs-communications-differences-45854.html
  5. 5. • Long Newsletters • Press Releases • Advocacy Efforts/Legislative Communications __________________________ • Events • Membership • Professional Development Programs • Publications “Marcomm”…Shudder Marketing/Business Communications/ Journalism/English
  6. 6. • Communications: Convey the Right Message to the Right Person at the Right Time Risk Averse Responding too Quickly • Marketing: Strategically place the product at the right price with the right incentive in front of the right person Risk Taker Missing the Market Window of Opportunity Is it Time to Split Up?
  7. 7. Who is in Sales?
  8. 8. • Membership • Events • Professional Development • Publications • Research Where Does Sales Fit?
  9. 9. Why Now
  10. 10. Forced Growth in New World
  11. 11. • 70% making buying decisions without you Two Questions: 1) How do you muscle into their decision making? 2) Are you in their consideration set? Buying Decisions
  12. 12. • Leverage digital tools to capture & analyze digital footprint • Analyze behavior to make hypotheses as to who is where in their buying cycle Gain Insight
  13. 13. Need Real Marketing Automation
  14. 14. Marketing Automation Tools
  15. 15. Understanding Behavior
  16. 16. Gain Insight
  17. 17. Add to a Sales Pipeline for Membership Acquisition
  18. 18. Grow Revenue
  19. 19. • Use marketing automation platforms to help digitally transform your association • Apply digital marketing best practices to capitalize on today’s buyer Gain Insight. Grow Revenue
  20. 20. Marketing Technology for Associations Contact us: HighRoad Solution Name: Suzanne Carawan Phone: 703.297.84840 Email: scarawan@highroadsolution.com www.highroadsolution.com www.highroadu.com

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