In March I did a brief talk at MEMX2015 on marketing automation. In this presentation, I outline some key points a sample membership recruitment campaign and 10 top tips if you’re starting your marketing automation journey.

1. What is Marketing Automation and what can
it do for membership?
Agnes Jumah, Head of Marketing and Events, @AgnesJumah1, @BritSafe

2. Presentation
• Our membership story and other stories
• Key elements of a marketing automation platform
• Sample member recruitment campaign
• Marketing automation tips
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3. Our membership story
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4. Our other stories
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Audit
Consultancy
Training
Qualifications
Awards
Events
Policy & Lobbying

5. Key to our engagement
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Email Marketing

6. Email marketing
Why do we spend so much time on email marketing?
• Acquisition
• Retention
• Loyalty
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7. Email marketing
Longevity of our membership organisation
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A greater customer lifetime value
A greater long-term revenue

8. Email marketing issues
• Falling opening, click-through or reading rates
• Deliverability problems
• Multiple mobile devices
• Ensuring the value/engagement with recipients
• Email marketing fatigue
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9. Email marketing
Question:
“Is it the end of email marketing?”
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10. Marketing automation
• Help you engage more effectively with your stakeholders
• Make your time spent on email marketing more efficient
• Clearly demonstrate revenue from campaigns
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£

11. Marketing automation
“Marketing automation enables marketers
to adopt an integrated approach to
generating, nurturing and converting
leads into customers by automating
various marketing techniques and
processes to optimise the marketing sales
pipeline.”
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Econsultancy

12. Marketing automation
Main elements of a marketing automation platform:
• Lead/Contact Management
• Campaign Management
• CRM Integration
• Email Marketing Platform
• Landing Pages and Content Creation
• Prediction/Scoring
• Analytics
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13. Marketing automation
Lead/Contact Management:
• Where do your leads or contacts come from?
• What journey do you want your leads or contacts to take?
• Who in your organisation manages your leads or contacts?
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14. Marketing automation
Campaign Management:
• Document your email marketing campaigns
• Manage persona journeys through campaigns not one-off emails
• Pre-written, pre-programmed, automated and/or triggered campaigns
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Email 1 Email 2 Email 3

15. Marketing automation
CRM System Integration:
• Platform should integrate seamlessly with CRM system
• Email marketing segmentation based on your data
• Results of campaigns added to contact data for single customer view
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EmailsCRM MA

16. Marketing automation
Email Marketing Platform:
• Replaces your existing email marketing platform
• Email templates available with responsive design
• Triggered campaigns and engagement pathways
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17. Marketing automation
Landing Pages and Content Creation:
• Create specific landing pages for campaigns
• Generate/repurpose lead generation/‘interest’ forms, content and emails
• Make the experience more tailored for your contacts
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18. Marketing automation
Prediction/Persona Scoring:
• Assign your campaign members a ‘sales readiness’ or ‘warmth’ score
• Indicates or predicts the best time to make contact
• Perfect fit, high interest leads based on demographics and interaction
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+8-6
+11 55

19. Marketing automation
Analytics:
• Basic analytics e.g. click-through reports
• Advance analytics e.g. best performing landing pages; lead capture forms
• Clear demonstration of your campaign success
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55

20. Sample member recruitment campaign
• Lead/Contact Management
• Campaign Management
• CRM Integration
• Email Marketing Platform
• Landing Pages and Content Creation
• Prediction/Scoring
• Analytics
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21. Sample member recruitment campaign
Lead/Contact Management
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Sample persona
• Mr P(otential). Member
• Safety professional
• Source: Bought data list
• Objective: Recruit
• Lead management: Marketing
team > Membership sales team

22. Sample member recruitment campaign
Campaign Management:
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Email 4: Case study
Email 1: Know-how guide
Email 2: Video
Email 3: Stats infographic
Email 5: Membership offer

23. Sample member recruitment campaign
Landing Pages and Content Creation
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• Email 1: Know-how guide
• Email 2: Video
• Email 3: Infographic
• Email 4: Case study
• Email 5: Membership offer
Creation of emails, landing pages and lead capture
forms for entire email campaign:
Interesting info

24. Contact data e.g.
segmentation criteria
based on new data list
CRM Integration
Sample member recruitment campaign
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Marketing
Automation
platform
Customer Relationship
Management platform
Analytics e.g. Delivery,
opening, website visits

25. Sample member recruitment campaign
Email Marketing Platform
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Marketing
Automation
platform
• Email 1: Know-how guide
• Email 2: Video
• Email 3: Infographic
• Email 4: Case study
• Email 5: Membership offer

26. Sample member recruitment campaign
Prediction/Scoring
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56
Lead score
Future action:
More nurturing
emails to maintain
positive
engagement or
Pass to sales team
for converting to
membership.
Has opened/downloaded/viewed
• Email 1: Know-how guide
• Email 2: Video
• Email 3: Infographic
• Email 4: Case study
• Email 5: Membership offer

27. Campaign analytics:
Sample member recruitment campaign
Analytics
27 Agnes Jumah, Head of Marketing and Events, @AgnesJumah1, @BritSafe
Marketing
Automation
platform
• Clicks on member
benefits links
• Downloads of
infographic
• Landing page visits
• Number of recruitment
leads created
• Video views
• Memberships sold as
a result of campaign
Intel for next campaign

28. Marketing Automation Tips
10 top tips for starting your marketing automation journey
1. Write a business case that everyone buys into
2. Get external support; read lots and access online info sources
3. Work with others internally to agree how lead/contact management could work
4. Get data in your CRM as clean as possible
5. Don’t rush the vendor selection process
6. Invest in staff training across the organisation (not just marketing)
7. Keep everything as simple as possible
8. Collate your most useful and engaging content to share with your audiences
9. Document everything on your marketing automation journey
10.Keep your eyes on the prize and try to have fun as it will be challenging!
28 Agnes Jumah, Head of Marketing and Events, @AgnesJumah1, @BritSafe