highroad u webinar: using marketing automation to grow
TRANSCRIPT
Using Marketing Automation to Grow
Why Is Everyone Doing It?
Today:
Who’s Doing ItBasics of MASelf-AssessmentMore Tools
Who’s Doing MAAssociation Industry Trends
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.
Who Does It?Email companies CRM companiesCMS companiesMA companiesPR tech companiesSocial media/community companiesDo we do this now?
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
Fundamentals of MATop of the Funnel (ToFU)
Middle of the Funnel (MoFU)
Bottom of the Funnel (BoFU)
Our Traditional World of Communication with Members
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?
Your Info Distribution Channels• Website• Microsites• Ecommerce• Blogs
• Social• LinkedIn• Twitter• YouTube
• Webinars
• Events• Email• Automation• Promotion vs Retention
• Advertising• Organic• Paid
Buyer’s Journey
+5
+5+5
+10
Total Score : 20
MA PlatformsCombine a variety of tools into one platform tied together by a
campaign to allow for ROI reportingTools typically include:
SEO/SEMEmailLanding PagesFormsBlogsWebsite Tracking CodeLead ScoringPersonasAnonymous User TrackingSocial Media Monitoring & PublishingAutomation FlowsBanner Ad ManagementWebsite Page ManagementSales Opportunity Management/Notification
All this in ONE platform!!!
Benefits? -Insights & intelligence-Operational efficiency-Greater lead gen for greater revenue
Trip Wires for Associations in MAEmailEmailEmailDigital advertisingEmailDid we say email?Metrics Treating it like a toolNot giving the advice
Bonus Material!
Download your copy to see the results
Email Marketing vs. Marketing Automation
Email Marketing:• Blast Email• Open & Click Thru
Rates• Distinct, Discrete
metrics• Push Marketing• Retention-Driven
approach
Marketing Automation:• Drip Marketing• Conversion• Cumulative look at
an individual’s digital footprint• Pull Marketing• Revenue-Driven
How They CompareEmail Marketing Email Automation Marketing Automation
Monetization Model Revenue DrivenAudience Reach Broad Targeted Personalized
Main Purpose Member Retention Member Retention Member AcquisitionMetrics Open Rates / CTRs – at
the individual send Behavior & Interaction – per campaign
Behavior & Interaction – at aggregate level
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/
Summary for MA• Tools have tons of features• Integration is key • It’s not the tool, it’s the know how
