What a great night we had talking all about marketing automation.
First up was Micaela Wright from Lucid Software. Her topic was How we transitioned 12 million records to a new ESP in 8 weeks.
Second, we had Ian Shields from Artimus Health. His topic was Get More From Your Marketing Automation Platform (Even If You’re Not An Ops Pro)
30. PENNA POWERS, SLC
Digital Media Strategist
‣ Use Google Ads / Campaign Manager, Facebook Ads, and other
Display channels for client success
‣ 3+ yrs experience + Bachelor's degree
‣ Medical benefits, 401k w/ match, profit sharing
‣ www.pennapowers.com/careers/
#UTAHDMC
31. CLEARLINK, SLC
Multiple Positions
‣ Copywriter (2+ yrs exp)
‣ PPC Specialist (1+ yrs exp)
‣ Data Analyst (Bachelor's degree)
‣ Medicare Account Manager (Digital marketing experience)
‣ 100% healthcare, PTO, Paid ski days and team outings, stocked
fridge w/ gourmet coffee, wellness program, etc.
‣ https://www.clearlink.com/careers/
#UTAHDMC
32. FINCH, SLC
Marketing Events / Social Media
Manager
‣ Handle all aspects of events - research, sponsorship proposals,
travel details, trade show materials, etc.
‣ 2+ yrs exp w/ events & social media
‣ Medical/Dental/401k, Flexible work hours & vacation
‣ https://www.finch.com/our-careers/marketing-events-social-
media-manager/
#UTAHDMC
33. PURPLE, ALPINE
Email & Marketing Automation
Manager
‣ Own & manage CRM and email marketing to drive revenue
‣ 3-5 yrs exp w/ marketing automation systems
‣ Every employee gets a free Purple Mattress!
‣ https://purple.com/careers
#UTAHDMC
34. UTAHDMC.ORG/JOB-BOARD
PUT YOUR JOB IN FRONT OF OUR AUDIENCE!
‣ EMAILED TO 4500+ CONTACT DATABASE
‣ SHARED ON TWITTER, FACEBOOK AND SLACK
‣ ANNOUNCED AT MONTHLY EVENT
QUESTIONS? EMAIL AJ@UTAHDMC.ORG
#UTAHDMC
36. MICAELA WRIGHT
HOW WE TRANSITIONED 12 MILLION
RECORDS TO A NEW ESP IN 8
WEEKS
GROWTH MARKETING MANAGER
LUCID
SALT LAKE CITY, UT
TONIGHTS 1ST PRESENTER:
#UTAHDMC
37. How We Transitioned 12
Million Records to a New
ESP in 8 weeks
Micaela Wright | @_micaelawright
47. 11
Picking a vendor
@_micaelawright
✓ Upfront cost
✓ Recommended company size
✓ Scalability
✓ Featureset
✓ Ease of use
✓ Customization
✓ API access
✓ Customer support
50. 14
Once you have a short list
● Request a demo account
● Don’t trust just what your
sales rep says
● Talk to customers that are
similar in size/business model
63. 27
Odds & Ends
27
● Become friends with your IT department
● Keep sending name and email address the same
● Remove old tracking code from your website
● Explore the fun features!
73. IAN SHIELDS
GET MORE FROM YOUR MARKETING
AUTOMATION PLATFORM (EVEN IF
YOU’RE NOT AN OPS PRO)
MARKETING OPERATIONS MANAGER
ARTEMIS HEALTH
SALT LAKE CITY, UT
TONIGHTS 2ND PRESENTER:
#UTAHDMC
74. Ian Shields | Utah DMC March 2019
Get More From Your Marketing Automation Platform
(Even If You’re Not An Ops Pro)
“The secret of change is to focus all of your energy, not on fighting the old,
but on building the new.” — Socrates in Way of the Peaceful Warrior: A
Book that Changes Lives by Dan Millman
79. 44
1. Clear Organization
2. Templatize Marketing Campaigns
3. Before You “Send It”
4. Personalization
5. Tech Stack Integration
Connect with me
LinkedIn/in/iancshields
80. I only know one speed that’s GO.
1. Clear Organization
81.
82. StandardizedNamingConventions
47
Creation date is sometimes useful and more
intuitive, which should be considered when
designing your naming convention.
“Clutter is caused by a failure to return things to
where they belong. Therefore, storage should
reduce the effort needed to put things away, not
the effort needed to get them out.”
— Marie Kondō
Active Marketing Campaigns
■ 2017
■ 2018
■ 2019
■ Continuous
● Nurture
● Web Content / Web Resources
● Web Forms
■ Drafts
■ Operational
● !Templates
● Alerts
● Data Management
● Subscription Center
● Field Value Changes
● Lead Lifecycle Processing
● Scoring
● Testing (Throw-Away)
● Test & Track
■ _Archive
■ _Learning
84. MakeProjectAssemblyVeryEasy
49
Once you’ve developed a template and a streamlined
request process, you’ll be able to decrease the
development time for new campaigns. You’ll be able
to start testing and finding ways to improve
conversion rates.
Building program templates, especially ones with
many moving parts, can be a lot of upfront work, but
they are an investment that will enable your team to
scale dramatically.
85. Streamlined Request Process
50
You can bottle best practices into a template that you’ll continue to improve with ongoing use.
Slack Channel ! https://docs.google.com/forms/...
86. Tokenized Template
51
You can bottle best practices into a template that you’ll continue to improve with ongoing use.
87. Reinforce your flow patterns and mental checklists
3. Before You “Send It” Checklist
88. 53
March 5, 2018 - Salt Lake City, Utah
The Utah State Bar sent out a reminder for its
spring convention. The subject line said “2018 Spring
Convention Walk-Ins Welcome! Learn How!”
The body contained a banner for the bar association,
a picture for the spring convention, and a naked
woman shown only between the neck and belly button.
https://kutv.com/news/local/utah-state-bar-blames-human-
error-for-sending-topless-woman-photo-to-lawyers
89. Email Preflight Checklist
54
Gmail:
○ Review preheader and preview copy
○ Verify Sender details
○ From Name: Cheryl at Artemis Health (90% of the cases
- exceptions on case by case basis)
○ From Address: cheryl@artemishealth.com
○ Reply-to: cheryl@artemishealth.com
○ Verify subject line
○ Read copy top-to-bottom
○ Click thru each link and verify landing experience
○ Verify the Unsubscribe or Email Preferences include the
parameters
○ Verify UTM parameters
Marketing Automation Platform Email:
○ Review Preheader (This should be pulling in the Preview
Copy and should not be populated with unique text).
○ Review Preview Copy
○ Review company address in footer
○ Verify that the plain-text version has been beautified.
○ Note: the format for the link to the asset should be
<{{my.Asset URL}}> without any square brackets.
○ Approve and close email.
Marketo Program:
○ Verify segmentation and tokens
○ Verify target audience and schedule
○ Schedule date time
○ Approve and close email.
Checklist created by my colleague, Emily Burnett < in/emilyburnett >
91. Segment Your Audience
56
Tell different stories to each constituency that match
their world views and needs. Define the groups you
need and ensure you have the business goals, clean
data and content to support them:
➤ Language
➤ Region
➤ Industry
➤ Time Zones
➤ Product Interest
➤ Technology
➤ Pain/Value
81% of consumers want brands to understand them
better and know where and when not to approach them.
– MarTech Today
93. Webinar: Register Now with One Click
58
➤ One-click registration helps to decrease form friction
– a challenge b2b conversion optimization experts.
➤ Personalize to recipient’s time zone
➤ 300% increase in webinar registration
above average
➤ 80% decrease in webinar attendance
95. How to Suppress Fake Clicks
60
Track human email clicks = 2 filters:
Visited web page with query string (min. combination of 3 UTM parameters) + Email was delivered
http://www.utahdmc.org/?utm_source=newsletter&utm_medium=email&utm_campaign=march-2019
96. Count on your fingers the number of apps
you use EVERYDAY for your work.
5. Tech Stack Integration
97. 62
“How much of your day-to-day work
you can handle within a single tab or
window is a pretty good litmus test of
how well your technology stack is
integrated.”
—Scott Brinker, VP Platform Ecosystem
at HubSpot; Editor at chiefmartec.com
98. Your Marketing Ecosystem
63
52% of marketers say integration is still the most
challenging barrier to marketing technology success.
— Marketing Technology Trends Survey by Ascend2
and Research Partner, October 2018
The key differentiator for marketing automation
platforms will be which has the best data integrations.
This will allow marketers to intelligently orchestrate all
activities within one window.
99. Does it integrate? Yes!
64
This is deceptively oversimplified question. A basic
integration is a simple hand-off of data, an If This
Then That (IFTTT).
More advanced integrations support conditional logic
allowing for a combination of automated and
manual steps.
Sophisticated integrations allow for AI functionality.
100. 65
1. Clear Organization
2. Templatize Marketing Campaigns
3. Before You “Send It”
4. Personalization
5. Tech Stack Integration