Mar-tech Power: The Secrets of Unleashing Your Organizations Digital Capabilities

1 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
MARTECH POWER:
THE SECRETS OF
UNLEASHING YOUR
ORGANIZATION’S
DIGITAL
CAPABILITIES

2 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
PRESENTERS
Tim Ringlespaugh, STTI
Leslie Hauver, AGA
Ron McGrath, HighRoad Solution

3 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
AGENDA
- Review findings from “2014 State of Digital Marketing
in Associations”
- Rise of MarTech
- Marketing Automation
- Inbound Marketing

LEARNING OBJECTIVES
After participating in this session, you WILL be able to:
• - Understand the state of today’s not-for-profit
marketplace in terms of digital marketing channels &
organizational behavior
• - Identify the key skill sets and alignment factors
required between departments in order to leverage digital
to the fullest
• - Learn how netFORUM is being integrated in with
digital marketing platforms to create communication
ecosystems that provide the metrics wanted without staff
involvement

KEY CONCEPTS AND TERMS
MarTech
The convergence of the marketing & technology disciplines to
create a new sub-discipline.
Digital Marketing
Marketing that makes use of electronic devices to engage with
stakeholders. Includes: mobile apps, websites, email, social,
banner ads, on-demand webinars, videos, podcasts.
Hyper-Personalization
The ability to deliver a personalized experience that is unique to
each and every user.

2014 STATE OF DIGITAL
MARKETING IN
ASSOCIATIONS

DOWNLOAD THE STUDY

DOWNLOAD THE STUDY
PAGES.HIGHROADSOLUTI
ON.COM/2014DIGITALMAR
KETING

PURPOSE OF THE STUDY
How healthy is the association marketing function?
What are associations doing for marketing?
How well is it working?
Create benchmarks for the market

KEY INSIGHTS
Everything points to the need to:
- Restructure organizations
- Update job skills & descriptions
- Develop a MarTech capability
- Manage by metrics

PROVIDE INSIGHT SO YOU MAKE
BETTER STRATEGIC DECISIONS
Benefits of the Study

DIGITAL MARKETING PORTFOLIO
(PART 1)

DIGITAL MARKETING PORTFOLIO
(PART 2)

ADOPTION OF MARKETING
AUTOMATION IS 50% OF WHAT IT IS
IN THE FOR PROFIT WORLD
Study Insight #1

WHAT IS MARKETING
AUTOMATION?
What It Is:
Marketing
automation refers
to software platforms and
technologies designed
for marketing departments
and organizations to be
more effectively market on
multiple channels online
(such as email, social
media, websites, etc.) and
automate repetitive tasks.
-Wikipedia
What It is Not:
- Set of features
- Automation of discrete
tasks and one-offs
- Just software; need the
marketing methodologies
as well

TASK RESPONSIBILITY

MARKETING FUNCTIONS ARE
FRAGMENTED ACROSS
ORGANIZATION
Study Insight #2

SKILLS INVENTORY

MARKETING IS INCREASINGLY
BECOMING A TECHNICAL CRAFT
Study Insight #3

THE RELATIONSHIP BETWEEN
MARKETING & IT IS SO IMPORTANT
Study Insight #4

RISE OF MARTECH

MY PERSONAL EXPERIENCE
As CEO of a technology platform I’ve have to navigate
this intersection between marketing and technology
better
Bringing into my expertise the marketing perspective so
we can connect to the market better

OUR IMPLEMENTATIONS
Even more evident for the need for the MarTech role
You need staff on your marketing & IT teams that can
act as bridge between the departments

MARTECH IN ACTION:
EMAIL MARKETING
Based on the study identified as the most used and
effective marketing tactic
Pulling targeted lists from your AMS requires
cooperation from marketing and IT
 Marketing knows who they want to target
 IT knows how to pull the data

MARTECH IN THE FIELD
- Two organizations that have achieved success &
created solutions based on the power of MarTech

Tim Ringlespaugh
Sigma Theta Tau International
Honor Society of Nursing
MARTECH
IN ACTION

Establishes roles for each organizational
email campaign and product
Works together to reduce the gray areas
and uncertainties of campaigns and
products
Eliminates departmental silos
Creates SOPs and KPIs
WHAT DOES MARTECH
DO?

THE RENEWAL EMAIL SERIES
The STTI MarTech Team Comes Together

Prologue — A Brief History of a Labor-Intensive Email Campaign
 The Renewal Series consists of five code-
heavy and nonresponsive email
messages.
 Email lists are manually pulled and
individually segmented for each message.
 Each email is manually deployed on a
certain day of the month, requiring staff
presence.
 Campaign goals and objectives are not
consistently measured and evaluated.

A Call for Help
Last year, Renewal Series click-through rates
became stagnant; the messages had not been
updated in five years. There was a request to
redesign the series in hopes of better open and
click-through rates.
The IT and Marketing departments realized that
this was an opportunity to streamline manual
processes, and the MarTech team was formed to
facilitate changes to the email campaign through
collaboration.

Marketing Lead
Web Designer
UX Expert
Data/Tech Lead
Who Is on the MarTech Team?

The Marketing Lead:
 pulls/creates content for email messages.
 enables dynamic segments and applies personalization.
 prepares emails for deployment.
 selects and adjusts the timing of delivery for email
messages and recurring messages.
 measures and tracks email analytics and goals.

The Web Designer:
 designs and builds responsive email
layout using HTML and CSS media
queries.
 tests responsive HTML email layout in
various browsers, devices, and email
clients using Litmus.
 sets up email templates in Blue Hornet.

The UX Expert:
generates ideas for user interaction
and conversion.
suggests use of special design
elements, tracking codes, and
landing pages for campaign
optimization.

The Data/Tech Lead ensures:
 one record of authority — AMS.
 synchronized data, AMS to Blue Hornet.
 that dynamic segments are set up correctly.
 that the Email Preference Center displays
accurate information.

The MarTech team:
 defines KPIs and SOPs for email
campaigns.
 collaborates on design, dynamic
segments, personalization, and
interaction ideas.
 regularly evaluates and measures the
effectiveness of email campaigns.
 Adjusts email content and layout based
The MarTech Team in Action

MarTech unites and:
 open and click-through rates increase dramatically.
 fewer mistakes happen because email lists are no longer
pulled manually.
 staff stress levels decrease.
 12-16 hours of production time is saved each month with
the renewal emails set up as recurring using dynamic
segmentation.
Results

MARKETING
AUTOMATION
Leslie Hauver
American Gastroenterological
Association

BUSINESS CHALLENGES
- How do you address the needs of such
a diverse group of individuals without
taxing the staff?
- Solution:
- Provide a user-driven experience based
on choices.

TAXONOMY & BIZ RULES
- Organize content against a standardized taxonomy
- Create business rules as to:
- What choices user can make
- Where user choice data will be stored
- How data will be extracted from system(s)
- How data will be displayed within a newsletter

TAXONOMY
- Professional Activity
- Member Type
- Areas of Interest

- Full Email with All
Sections
- Responsive Design to
Work on Any Device
- Only Certain Content
Shows for Certain
Individuals Based on
netFORUM
Demographics and
Interests

Call to Action buttons to drive awareness that
members have choices & can make selections to
change their own content experience
Each block includes content that is tagged by
topics that the user has chosen on their email
preference center.

MARKETING
AUTOMATION
IN MOTION

INBOUND
MARKETING
Electronic Retailing Association

WHAT IS INBOUND MARKETING

MARKETING THE WAY THE
MODERN CUSTOMER SHOPS
Inbound Marketing

MODERN CONSUMER

INBOUND MARKETING IN
ACTION
- Use HubSpot and integrate with netFORUM (and other
platforms, e.g. eShow)
- Need the combination of the platform AND the
marketing methodologies to understand inbound
marketing
- Comprehensive approach to digital marketing
management to arrive at:
- Individual & group level behavioral insights
- ROI metrics, including attribution

HUBSPOT
Combines the following:
-User profile data
-Blog
-Email
-Social
-Landing Pages
-Keywords
-Website Analytics
-Workflows
-Lead Scoring
-Lifecycle Management
-Personas
-Reports
-Most organizations
are already doing
these activities, but
issues are:
1) Takes forever to
report across
channels
2) No easy way to tie
all efforts to
campaigns to look
at ROI
3) Need a massive
company &
development team
to provide such a
platform!

HOW WE WORK WITH
HUBSPOT:
- Add in +Plus product for integration for netFORUM &
other systems
- Create Email Preference Centers
- Create custom widgets & templates
- Graphic design
- Marketing methodology consulting in personas, lead
scoring, lifecycles, automation & more

HYPER-PERSONALIZED
WEBSITES

BLOG: CONTENT MARKETING
Add slides for ERA

AUTOMATED WORKFLOWS

CAMPAIGNS: WHAT DID MONEY
GET US

SOURCE REPORTING: WHERE
DID CONTACTS COME FROM

ATTRIBUTION REPORT: WHAT
CHANNELS ARE WORKING

That’s a whole lotta new!
WHEW!!!!!

MARTECH SUMMARY
- Convergence of marketing & technology
- Seeing MarTech in:
- software platforms
- methodologies
- organizational structure
- cross-functional teams
- This isn’t theory, this is happening NOW

ADDITIONAL LEARNING
OPPORTUNITIES
For information about additional learning opportunities
visit www.highroadu.com
• -http://inboundmartech.com/
• -www.chiefmartech.com
• -www.highroadu.com
• -

CONTACT US
HighRoad
Solution
Sigma Theta Tau
International
American
Gastroentero-
logical Assn
Ron McGrath Tim
Ringlespaugh
Leslie Hauver
CEO Director of IT Director of
Information
Systems
ron@highroadsol
ution.com
tim@stti.org lhauver@gastro.o
rg
(703)297.8890 888.634.7575 (301) 941-2643

Mar-tech Power: The Secrets of Unleashing Your Organizations Digital Capabilities

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