Marketing automation allows companies to automate and measure marketing tasks to streamline workflows and increase revenue. Many types of technology companies offer marketing automation platforms and tools to help build user profiles from multiple online data sources, identify likely buyers, and implement targeted marketing campaigns using email, websites, landing pages, and other channels. The document discusses how marketing automation can help organizations at different stages of the buyer's journey, from initial awareness to repeat purchases, as well as reasons why associations may benefit from implementing marketing automation technologies and strategies.

1. Using Marketing
Automation to Grow
Why Is Everyone Doing It?

2. Today:
Who’s Doing It
Basics of MA
Self-Assessment
More Tools

3. Who’s Doing MA
Association Industry Trends

5. 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.

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

7. 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

9. 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

10. 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?

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

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

13. 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

14. 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

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

16. 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

17. 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/

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

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