highroad/c-systems joint webinar marketing automation for imis
TRANSCRIPT
Marketing Automation for iMISWednesday, December 14, 2016
2:00 PM ETPresented By
Suzanne Carawan, HighRoad Solution
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 companies•CMS companies•MA companies•PR tech companies•Social media/community companies•Do we do this now?
Top Players in the MA Market
From: Business-Software.com
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 MA
Top 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 Platforms• Combine a variety of tools into one platform tied together by a campaign to
allow for ROI reporting• Tools typically include:
–SEO/SEM–Email–Landing Pages–Forms–Blogs–Website Tracking Code–Lead Scoring–Personas–Anonymous User Tracking–Social Media Monitoring & Publishing–Automation Flows–Banner Ad Management–Website Page Management–Sales Opportunity Management/Notification
All this in ONE platform!!!
Benefits? -Insights & intelligence-Operational efficiency-Greater lead gen for greater revenue
Trip Wires for Associations in MA
• Email• Email• Email• Digital advertising• Email• Did we say email?• Metrics • Treating it like a tool• Not 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/
Act-On
HubSpot
Summary for MA• Tools have tons of features• Integration is key • It’s not the tool, it’s the know how
QuestionsMy Contact Information: Suzanne [email protected]
www.highroadsolution.com