Jason Falls talks about what not to automate to ensure your marketing automation works. Originally presented during a webinar created for the Marketing Automation Hub: http://bit.ly/MAHub Watch the recording here: http://getresponse.tv/video/Y-weCtk4tJE/jason-falls-on-marketing-automation-for-human-beings-webinar/

1. Marketing Automation for Human Beings
What not to automate to ensure your
marketing automation works
A webinar from @GetResponse
with Jason Falls, SVP Digital Strategy, Elasticity
@JasonFalls | www.goelastic.com

2. Defining Marketing Automation

3. The process of leveraging technology to
automatically accomplish routine marketing tasks
to increase speed, efficiency and effectiveness
of marketing programs.

4. History of Marketing Automation

5. • 1971 - Ray Tomlinson sends first email
• 1978 - Gary Thuerk sends first mass email
• 1990s - Explosion of mass email marketing
• 1991 - Birth of the World Wide Web
• 1996 - Hotmail Launches
• 1996 - Six Degrees Launches
• 1999 - First nascent marketing automation companies emerge
• 2000 - 2010 - Evolution of database integrations, CRM programs, etc.
• 2003 - Can Spam Act (U.S.)
• 2006 - Concept of Inbound Marketing becomes popular
• 2010 - 2013 - Explosion of marketing automation technologies
• 2015 - Present - The age of possibility
Sources: SmartInsights | SearchEngineJournal | SmallBizTrends

6. Ways to use Marketing Automation

7. 1. Demand Generation
2. Lead Generation
3. Lead Nurturing
4. Lead Scoring
5. Direct Sales

8. The Human
Conflict

9. CRM

10. THE NO AUTOMATION ZONE

11. Consumer Touchpoints

12. • Content
• Getting them in the funnel
• Moving them along the funnel
• Engagement & Relationship
Building
• Social Media
• Sales Touchpoints
• Customer Care

13. Content

14. Engagement and
Relationship Building

15. Internal Processes

16. • Mapping Your Plan
• Understanding Your Audience
• Measurement & Analytics
• Ethics

17. Mapping Your
Plan

18. Understanding Your
Audience

19. Measurement
& Analysis

20. Ethics

21. Checks and Balances

22. • Prioritize and Track Human Interaction
• Insert phone interaction in nurturing
• Integrate sales team to support automation functions
• Survey Customers
• Ask where they need human touch
• Walk the path yourself
• Ask “Where can we be there for them in person?”

23. Thank you!
Jason Falls, SVP Digital Strategy, Elasticity
@JasonFalls | www.goelastic.com
for @GetResponse
Visit GetResponse Marketing Automation Hub
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