Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

HIGHROAD & C-SYSTEMS JOINT WEBINAR: HOW ARE ORGS ARE USING MARKETING AUTOMATION

162 views

Published on

Is marketing automation just a buzz word for an updated approach to email marketing? While many vendors on the market are saying this, it's just not true. Marketing automation is really a marketing approach that focuses on nurturing one individual at a time through a buyer's journey that allows your organization to quickly identify who is truly interested in what you're offering and who isn't. Marketing automation has arrived in the association industry and so many organizations are asking us for help in understanding the choices out there and how organizations are proceeding. So we put together a how & why webinar to go through options, considerations and examples.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

HIGHROAD & C-SYSTEMS JOINT WEBINAR: HOW ARE ORGS ARE USING MARKETING AUTOMATION

  1. 1. How Are Organizations Using Marketing Automation Tuesday, May 16, 2017 Presented By Suzanne Carawan, HighRoad Solution
  2. 2. Agenda •The Need •The Landscape •What is Marketing Automation •Common Elements •What’s Missing •Assessing Your Needs
  3. 3. The Need: We Need New ______
  4. 4. The Need List •Aging membership •Non-dues revenue •Millennials •Hyper-focused markets •Greater insight into current members •New top line growth
  5. 5. Current Digital Landscape •Goal: We Need to Grow
  6. 6. Typical Association Tech Stack iMIS CMS ESP (Email Service Provider) EMS (Event) PR & Advocacy
  7. 7. Usage AMS (CRM) CMS (Webite) ESP (Email Service Provider) EMS (Event) PR & Advocacy User Journey People Data
  8. 8. Email Drives Users AMS (CRM) CMS (Webite) ESP (Email Service Provider) EMS (Event) PR & Advocacy User Journey People Data
  9. 9. Closed Ecosystem AMS (CRM) CMS (Webite) ESP (Email Service Provider) EMS (Event) PR & Advocacy User Journey People Data
  10. 10. Free Social AMS (CRM) CMS (Webite) ESP (Email Service Provider) EMS (Event) PR & Advocacy People Data
  11. 11. The Need: We Need New ______
  12. 12. Laws, People & Culture Have Changed
  13. 13. Old Ways of Growth are Too Slow/Too Expensive or No Longer Legal •Direct mail lists •Email lists •Cold calling •SMS campaigns •Print advertising •Events
  14. 14. “Today you are not behind your competition. You are not behind the technology. You are behind your consumer.” Rishad Tobaccowala Chief Strategy & Innovation Officer VivaKi New Mindset of Growth
  15. 15. Do Buyers Behave Like Dogs?
  16. 16. Buyers Behave More Like Cats
  17. 17. Continue from Cat Viewpoint Premise: YOU CAN’T MAKE THE CAT DO ANYTHING… Be there when & if the cat comes to you
  18. 18. Accept the Following New Rules •Buyer has the power •People research & make buying decisions through digital & WOM •Be there when they need you •Too expensive to target everyone •Focus on growing specific type of people who fit into a known profile (persona)
  19. 19. Accept the New Game •Identify & predict how people will behave (what they want/don’t want & act) •Only standard is value exchange •Each interaction should be personalized •Your interaction should be based on understanding the individual user
  20. 20. Before Marketing Automation
  21. 21. With Marketing Automation
  22. 22. Simple! •Gather all data on every digital touchpoint (email, social, website, blog, survey, AdWords…) •Make every email personalized with the right offer at the right time •Make predictions as to what is right next step towards purchase •Report/analyze everything
  23. 23. Why Marketing Automation •Not going to hire more people to do manual work •Requires workers to spend more time being creative & analytical Conclusion: Let the tool do the heavy lifting & let the humans do the thinking
  24. 24. MARKETING AUTOMATION •In simple terms
  25. 25. What Is It? Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
  26. 26. Who Does It? •Email companies •CRM companies •CMS companies •MA companies •PR tech companies •Social media/community companies •Do we do this now?
  27. 27. Top Players in the MA Market From: Business-Software.com
  28. 28. Understanding Platforms on Market 10 Key Features SaaS Platform SaaS & On- Premise On-premise Platform Social media marketing Mobile marketing Landing Pages Email marketing Campaign & lead management Content & SEO tools Analytics From: Business-Software.com
  29. 29. Email vs. Marketing Automation
  30. 30. Does Email Do All This? The Gaps SaaS Platform SaaS & On- Premise On-premise Platform Social media marketing Mobile marketing Landing Pages Email marketing Campaign & lead management Content & SEO tools Analytics
  31. 31. Top Reasons to Get Marketing Automation • Your customer buying process lasts longer than a week • Sending emails alone does not seem to drive sales • Your marketing department does not have enough time to do everything they need to do with their current resources • You sell different products or services to different demographics • You want to send different messages to different titles and industries • You can’t tell if you should be spending more or less money on marketing • Your sales people are complaining about the quality of leads your marketing team is delivering • You want to know which of your marketing campaigns are the most effective http://venturebeat.com/2014/11/11/email-marketing-vs-marketing- automation-whats-the-big-diff/
  32. 32. Business Fundamentals •Why are we doing this again •How does the software relate to the business problem •How should we as the organization think about this
  33. 33. Ask Yourself • Are you tasked with growth or retention? • How do you acquire new members? • How many emails do you send in one day? • Do you have data / insights about your ideal member candidate? •Where does your time/effort go?
  34. 34. • Website – Microsites – Ecommerce – Blogs • Social – LinkedIn – Twitter – YouTube • Webinars Your Info Distribution Channels •Events •Email – Automation – Promotion vs Retention • Advertising –Organic –Paid
  35. 35. MA Platforms • Combine a variety of tools into one platform tied together by a campaign to allow for ROI reporting • Tools typically include: –SEO/SEM –Email –Landing Pages –Forms –Blogs –Website Tracking Code –Lead Scoring –Personas –Anonymous User Tracking –Social Media Monitoring & Publishing –Automation Flows –Banner Ad Management –Website Page Management –Sales Opportunity Management/Notification All this in ONE platform!!! Benefits? -Insights & intelligence -Operational efficiency -Greater lead gen for greater revenue
  36. 36. Fundamentals of MA Top of the Funnel (ToFU) Middle of the Funnel (MoFU) Bottom of the Funnel (BoFU) Our Traditional World of Communication with Members--Engagement
  37. 37. Buyer’s Journey +5 +5 +5 +10 Total Score : 20
  38. 38. End Result: Gain Insight. Grow Revenue.
  39. 39. Questions My Contact Information: Suzanne Carawan scarawan@highroadsolution.com 703.297.8480 www.highroadsolution.com

×