Inbound marketing is so new to the association market that it might make you feel like you're back in elementary school where everything is new. We're embracing the idea of starting fresh and learning new fundamentals by coming together with other association professionals who are interested in inbound. We're taking a lot of the standards of elementary school---we're keeping it simple, making it fun and creating a super positive learning environment where the only dumb question is the one you don't ask.

1. Welcome to the
Inbound Lunch Bunch
March 2017

2. Building Digital
Ecosystems

3. • Housekeeping:
• Tons of resources available:
• All of last year’s Inbound Lunch Sessions available on
demand: http://site.highroadsolution.com/inbound-
lunch-bunch-page
• Toolkits: http://pages.highroadsolution.com/toolkit-list
• If I suddenly drop off the call, hang tight, I will dial
back in!
• Post any questions in the Chat window and I will
try to answer as we go through the presentation

5. • Agenda
• What’s a Digital Ecosystem
• Who’s Doing It
• Why Are Organizations Changing
• What Are the Components
• What Are the Considerations

6. Define Ecosystem

7. • A complex network or interconnected system
• Keywords
• Network
• Interconnectivity
What is an Ecosystem?

8. Marketing Technology Stack

9. • +Plus Connector bridging the network of marketing
applications together to simplify the flow of buyer’s
data for marketers.
Integrated
Stack
AMSEMS
Email
EPC
Email
MA
+Plus Connector +Plus Connector
Landing Page
CMS

10. State of Digital Marketing
• Marketing portfolio
consist of dozen tools.
• With associations, email
and social are widely
used.
• There’s a lot of tools
and you need software
to track all the channels
to keep your brand and
voice consistent.

11. Tools in the Ecosystem

12. • Email Marketing
• Landing Pages
• CMS
• eCommerce System
• Webinar System
The Tools You Are Using What the Customer Sees and Does
• Reading a Newsletter
• Downloading eBook
• Reading your Blog
• Buying a Product
• Attending a Webinar

13. Who’s Changing their Digital Ecosystem?

14. Associations are changing their digital ecosystem!
Trends We See:
• Throw it all out and start over
• SaaS, Cloud-based
• New AMS, CMS, LMS, marketing automation

15. Why Are Organizations Investing, Reallocating &
Rethinking their Digital Ecosystems

17. • Multi and Omni are Not the Same
• Two Different Schools of Thought
• Distinction is With the Strategy of Your Ecosystem
Multi-Channel vs Omni-Channel

18. Multi-
Channel
• One-way silo
communication on
each channel that
causes
inconsistency in
tracking ROI and
managing your
overall voice.
Source: http://www.guided-selling.org/omni-channel-
vs-multichannel-customer-experience/

19. The strategy is operational and to broadcast
communications through each channel independently.
Issues with Multi-Channel
• Doesn’t answer:
• How is the ecosystem connected?
• What if a buyer has multiple touchpoints (they always do)?
• How do we buy, implement and measure each one?
• Silo communication between departments.

20. Omni-
Channel
• Onmi-channel
keeps the user at
the center of the
ecosystem and
captures all
touchpoints.
Source: http://www.guided-selling.org/omni-channel-
vs-multichannel-customer-experience/

21. Strategy is buyer-centric and creates a two-way
communication between you and the buyer.
Benefits with Omni-Channel
• Answers
• Ecosystem connects through all software application and
channels
• Buyers journeys tracked regardless of the channel
• Measure each channels performance
• Communications have a consistent voice.

22. • Research by McKinsey & Company
• Digital Relevance, Ardath Albee
“56% of all customer interactions
happen during a multi-event, multi-
channel journey”

23. What Are the Components

25. Marketing
automation

26. • Additional Components
• Online Community Platform
• Event Management/Registration Platforms
• Learning Management Platforms
• Advocacy Platforms
• Benchmarking Platforms
• Survey Platforms
• Call Center Software
• Direct Mail Software Plug-Ins
• Inventory Management Platforms
• Abstract Management Platforms

27. Key Considerations

28. • Connectors, Connectors, Connectors!
• Pre-built & configurable
• Available connector to integrate?
• Available through Zapier?
• APIs or web services?
• Add codes to websites?
• What will it cost?
• Additional licenses to AMS?

29. • Particular Gotchas We Need to Watch:
• Platform charges you to connect each new system
• Custom integration by company that doesn’t have platform
expertise or only expertise in one platform, but not both
that are being connected
• Web-based platforms that don’t allow for putting in codes
to allow for interconnected tracking

30. • Case of the Mondays:
• We’re not there yet
• We need to crawl, walk, run
• We want to do this….someday
• I don’t think we’re ready for this
• We are going through a web redesign and then will do
inbound afterwards

31. • So You’re Telling Me:
• You can wait for revenue
• You are fine with running your organization through
guessing
• You’d rather not know
• You’re scared to know
• You would rather stay comfortable
• You don’t know how to lead change effectively

34. • Summary:
• Stop waiting…do a pilot of inbound marketing platform
• Stop waiting…try adopting a technique of inbound
• Stop waiting…it’s really not scary
• Stop waiting…start today