Marketing Automation
Understanding the Basics.
Definition of Marketing
Automation

Marketing automation refers to software platforms designed for marketing departments a...
Ultimate Goal of
Marketing Automation:

Live Your Life.
Hyped Definition
Email Marketing on Steroids.
There‘s Something Bigger Going
On
Where’s It All Heading?
3 Seismic Shifts Underway
1) Moving to Data Ecosystems
2) Becoming User-Centric
3) Moving to Lead-Conversion
Mindset
1) Data Ecosystem—
Moving towards Big Data
Benefits of Data Ecosystem
• Give the People What They Want:
Allow use of best-of-breed
applications that are the best fit...
What‘s This Likely Mean to U?
• Bigger budgets needed for the right tools
• Stop with the ―it‘s good enough‖ and the
―one ...
2) Becoming User-Centric
• Really understanding
segmentation:
– Buyer Personas
– Niche Groups to
Grow/Sunset/Nurture

• Pr...
User‘s Journey Map
3

6
4
5

2

1
Customer Journey Map
Customer Expectations

Easily find information & resources online to help
educate our organization on...
3) Moving to Lead-Conversion
Mindset
3) Lead Conversion Mindset
• Separates lead generation
between new and loyalty
programs
• Intensely data-driven
• Experime...
How Do You Get Started?
What’s It Really Look Like?
Examples of MA Campaigns
•
•
•
•
•
•

Welcome New Members
Renewals
Birthdays/Anniversaries
Event Marketing
Publications
Co...
Welcome Programs
Modify HTML/Text/Mobile
Win-Back Campaigns
Keys for Marketing Automation:
1)
2)
3)
4)

Change in mindset!
Well-defined audience
Well-defined campaign
The right tools...
Ultimate Goal of
Marketing Automation:

Live Your Life.
November is Automation Month!
•
•
•

11/18: Multi-Touchpoint Messaging
11/19: Automating Re-marketing of Content
11/25: Au...
Marketing Automation 101
Marketing Automation 101
Upcoming SlideShare
Loading in …5
×

Marketing Automation 101

846 views

Published on

The basics of Marketing Automation are presented along with three shifts that are being seen in the association/non-profit marketing market that organizations need to adopt. Several types of marketing automation programs are explained. Keys to marketing automation success involve segmentation, aligning operations to buyer behavior and using journey maps and buyer personas to better understand who you are targeting and what will entice them to take action.

Published in: Marketing, Business, Technology
1 Comment
2 Likes
Statistics
Notes
  • Having a dynamic messaging platform is crucial to my business. I just signed up for www.automationhero.com for their free platform. Its working pretty well.

    As a small business man I can't afford a marketing team to be communicating to my customers and leads. Marketing Automation is my saving grace for me in this economy. Great slideshow! Really appreciate the help:)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
846
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
41
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

Marketing Automation 101

  1. 1. Marketing Automation Understanding the Basics.
  2. 2. Definition of Marketing Automation Marketing automation refers to software platforms designed for marketing departments and organizations to automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing.[1] streamline sales and marketing organizations by replacing high-touch, repetitive manual The use of a marketing automation platform is to processes with automated solutions. -Definition from Wikipedia
  3. 3. Ultimate Goal of Marketing Automation: Live Your Life.
  4. 4. Hyped Definition Email Marketing on Steroids.
  5. 5. There‘s Something Bigger Going On Where’s It All Heading?
  6. 6. 3 Seismic Shifts Underway 1) Moving to Data Ecosystems 2) Becoming User-Centric 3) Moving to Lead-Conversion Mindset
  7. 7. 1) Data Ecosystem— Moving towards Big Data
  8. 8. Benefits of Data Ecosystem • Give the People What They Want: Allow use of best-of-breed applications that are the best fit for end users & staff • Make Data Accessible: Collect data & ―free it up‖ so that it can be aggregated and analyzed
  9. 9. What‘s This Likely Mean to U? • Bigger budgets needed for the right tools • Stop with the ―it‘s good enough‖ and the ―one day‖ • Staff that all have the basics in understanding data, applications & reporting from a user-centric viewpoint • Ability to shift work to being creative
  10. 10. 2) Becoming User-Centric • Really understanding segmentation: – Buyer Personas – Niche Groups to Grow/Sunset/Nurture • Processes that are created around the target segments • Organizational discipline
  11. 11. User‘s Journey Map 3 6 4 5 2 1
  12. 12. Customer Journey Map Customer Expectations Easily find information & resources online to help educate our organization on best practices. Vendors have information online about their solutions, pricing and differentiation. Can speak to customers in our industry about their experience. Documentation is available and clear regarding install. Online support community, FAQ; service-level-agreement. Customer Experience Journey BUYING PROCESS CUSTOMER GOALS DISCOVERY/RESEARCH EVALUATION/COMPARISON (30-90 Days) (14-30 Days) 1. Learn best practices for top companies 2. Find information & resources that help educate and prepare company for a new project 1 TOUCHPOINTS & EMOTIONAL RESPONSE 2 3 4 CUSTOMER THOUGHTS IMPLEMENTATIO N (14-21 Days) DECISION/PURCHASE (30-60 Days) 1. Build Business Case for formal project approval 2. Determine requirements and short-list of vendors 3. Create RFP and invite vendors to present solutions Online Research – Pleased to Find Info (Google Searches, Analyst Firms, Blogs, Tech Reviews, etc.) 5 Website Visit - Excited to Get Resources (Sign Up to Get Content - Video, Webinars, Whitepapers, Case Studies, etc. 6 Call from Sales Representative - Annoyed Typically annoyed as not ready for sales call, ask to be called back in a few months. 7 Live Chat with Us – Disappointed Initial questions answered promptly, but wish we would reveal pricing on live chat.  Why isn‘t there more info available online for solutions for our industry?  Do we have budget for this project?  How long will this take to implement?  Who are the key players in the market?  What are our competitors doing about this? 8       1. Determine ROI/TCO for project 2. Select a vendor to conduct pilot program 3. Negotiate contract with favorable terms Talk to Other People – Get Excited About Us (Find Facebook Fans, Twitter Followers, LinkedIn Connections, Quora Answers, etc.) 9 Product Demo with Sales – Overwhelmed (Happy with product but get stressed out that they are not ready to start this initiative yet. 1 0 Lead Nurturing Email Campaign – Upset Feel they get too many emails from us too soon and 20% unsubscribe from all emails from us. 1 1 1. Get system up-and-running 2. Integrate other applications 3. Train users and drive adoption Get Buy-In from CFO – Stressed Don‘t know how to predict ROI/TCO and we don‘t help them much. 1 2 Select Vendor – Relieved (After many demos and internal meetings, happy to select a vendor. 1 3 Negotiate Contract – Conflicted Want to get best possible pricing but don‘t want to sign a multi-year deal. 1 4 SUPPORT/RENEW (Lifetime Average: 3 Years) 1. Get timely resolution to support requests 2. Minimize price increases at renewal Kick-Off Call – Excited Enthused and ready to get project going. 1 5 Phase 1 – Pleased Work with customer success team to get phase 1 launched. 1 6 Support – Satisfied Getting help but want faster response time. Renewal – Content Unhappy with price increase on renewal but happy with added features and value. Integrations – Disillusioned Disappointed that integrations are more costly than anticipated. Speak to Analyst Firm – Reassured Re-engage with us happily once they have assurance from reputable firm. What are our requirements? Do we need to do this now? Who should be on our short-list of potential vendors? What features and functions are available? How will this integrate with our existing infrastructure? What do industry analysts think of each vendor? How do I build the business case for this purchase?       Will this vendor be around in 5 years to support us? What is the expected ROI/TCO for this program? What does post-purchase support look like? Are there any options for payment terms? Will we be locked into a long-term contract? Are there any reference customers in our industry?     How do we need to staff this program? What is timeframe to go-live? Where are the support documents? I thought the implementation would be easier than this!  Our business users better adopt this.  Why don‘t you contact us before auto-renewing our account?  I have to wait on hold WAY too long to speak with a customer support rep.  Why do I have to pay extra for support?  Can we get a discount for a 3-year deal? Pleased Pleased 2 OVERALL CUSTOMER EXPERIENCE 1 2 5 Satisfied 8 1 1 0 1 3 1 4 6 Upset 4 7 3 9 1 1 1 5 1 6 Satisfied Upset Recommendations IDEAS TO IMPROVE  Provide industry ‗solutions‘ and case studies on corporate website.  Create business case template for buyers to use  Don‘t assign to sales so quickly     Develop an RFP and buyer‘s guide to facilitate buying process Simplify demo to reduce stress and anxiety License Analyst firm research study or vendor profile Reduce number or frequency of nurturing emails  Get SAS70 certification to remedy security concerns  Build ROI/TCO calculator to facilitate buy-in  Consider monthly billing with no contract option  Improve implementation guide and AP documentation I for custom integrations  Build ―Quick-Start‖ consulting offering  Audit customer support resolution times  Develop a service-level-agreement that aligns to our brand promise of efficient service.
  13. 13. 3) Moving to Lead-Conversion Mindset
  14. 14. 3) Lead Conversion Mindset • Separates lead generation between new and loyalty programs • Intensely data-driven • Experimental in nature • Strategic use of discounting • Deep understanding of segmentation and campaigndriven (not mass market)
  15. 15. How Do You Get Started? What’s It Really Look Like?
  16. 16. Examples of MA Campaigns • • • • • • Welcome New Members Renewals Birthdays/Anniversaries Event Marketing Publications Continuing Education/Certification Program Marketing • Reward Programs
  17. 17. Welcome Programs
  18. 18. Modify HTML/Text/Mobile
  19. 19. Win-Back Campaigns
  20. 20. Keys for Marketing Automation: 1) 2) 3) 4) Change in mindset! Well-defined audience Well-defined campaign The right tools for automation & reporting 5) Discipline
  21. 21. Ultimate Goal of Marketing Automation: Live Your Life.
  22. 22. November is Automation Month! • • • 11/18: Multi-Touchpoint Messaging 11/19: Automating Re-marketing of Content 11/25: Automating Social Marketing • Register: HighRoad/Resources/HighRoadU

×