Join Suzanne Carawan of High Road Solutions as she provides an overview of what is meant by marketing automation and showcase associations who are thriving due to their adaptation of new ways to market their certification, education, and event & content programs. Associations are fully focused on embracing disruptive technology to gain greater member insight and get more efficient. In this webinar, we will talk more about what you need to know about marketing automation and how it differs from email marketing.

1. Marketing Automation for iMIS
Wednesday, December 14, 2016
2:00 PM ET
Presented By
Suzanne Carawan, HighRoad Solution

2. 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.

3. Who Does It?
•Email companies
•CRM companies
•CMS companies
•MA companies
•PR tech companies
•Social media/community companies
•Do we do this now?

4. Top Players in the
MA Market
From: Business-Software.com

5. How Can I Know You?
• Build the most comprehensive profile possible of a
user’s preferences, demographics & activities
•What’s the goal of marketing automation?
To provide a composite profile in one place from which I
can identify who is likely to buy and/or be a repeat buyer
•What’s the real goal of marketing automation?
Drive new leads that convert to revenue

7. 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

8. 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?

9. Your Info Distribution
Channels
• Website
– Microsites
– Ecommerce
– Blogs
• Social
– LinkedIn
– Twitter
– YouTube
• Webinars
•Events
•Email
– Automation
– Promotion vs
Retention
• Advertising
–Organic
–Paid

10. Buyer’s Journey
+5
+5
+5
+10
Total Score :
20

11. 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

12. Trip Wires for
Associations in MA
• Email
• Email
• Email
• Digital advertising
• Email
• Did we say email?
• Metrics
• Treating it like a tool
• Not giving the advice
Bonus Material!
Download your copy to see the
results

13. Email Marketing vs.
Marketing Automation
Email Marketing:
•Blast Email
•Open & Click Thru
Rates
•Distinct, Discrete
metrics
•Push Marketing
•Retention-Driven
approach
Marketing
Automation:
•Drip Marketing
•Conversion
•Cumulative look at an
individual’s digital
footprint
•Pull Marketing
•Revenue-Driven

14. How They Compare
Email Marketing Email Automation Marketing
Automation
Monetization Model Revenue Driven
Audience Reach Broad Targeted Personalized
Main Purpose Member Retention Member Retention Member Acquisition
Metrics Open Rates / CTRs –
at the individual send
Behavior &
Interaction – per
campaign
Behavior &
Interaction – at
aggregate level

15. 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/

16. Act-On

27. HubSpot

33. Summary for MA
• Tools have tons of features
• Integration is key
• It’s not the tool, it’s the know how

34. Questions
My Contact Information:
Suzanne Carawan
scarawan@highroadsolution.com
703.297.8480
www.highroadsolution.com