are you ready for marketing automation?

What is Marketing Automation

Suzanne CarawanChief Marketing OfficerHighRoad Solution

To Understand MA:

• What Are the Platforms & Uses• The Need Now: The Association

Market & Marketing Automation• What’s Missing in Our Technology

Stack• The Changed User

MARKETING AUTOMATIONIn simple terms

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

Understanding Platforms on Market

10 Key Features

SaaS Platform SaaS & On-Premise

On-premise Platform

Social media marketing

Mobile marketing

Landing Pages Email marketing

Campaign & lead management

Content & SEO tools

Analytics

From: Business-Software.com

Email vs. Marketing Automation

Does Email Do All This? The Gaps

SaaS Platform SaaS & On-Premise

On-premise Platform

Social media marketing

Mobile marketing

Landing Pages Email marketing

Campaign & lead management

Content & SEO tools

Analytics

The Need Now in the Association Market

(7 years later)

The Need: We Need New ______

The Need List

• New members/customer/attendees• Non-dues revenue• Millennials• Hyper-focused markets• Greater insight into current members• New top line growth• More engagement

• Buy email or direct mail lists• Hold more live events• Offer more discounts• Create new products or services

Historic Growth Strategies

Outdated Growth Strategies?

Laws, People & Culture Have Changed

Old Ways of Growth are Too Slow/Too Expensive or No Longer Legal

• Direct mail lists• Email lists• Cold calling• SMS campaigns• Print advertising• Events

• Buy email or direct mail lists--issue• Hold more live events--issue• Offer more discounts--issue• Create new products or services--

issue

The Reality List

• Micro-markets• User experience-driven• One-to-one hyperpersonalized

relationship• Data-driven• Marketing technology-driven

New Growth Strategies

• Micro-markets• User experience-driven• One-to-one hyper-personalized

relationship• Data-driven• Marketing technology-driven

New Growth Strategies

Workforce Constraints:• Education & skill gap• Lack of capacity• AffordabilitySpend:• Outdated budgets• Maintenance budgets• Just don’t know• Wrong/missing technology

The Reality List

Marketing Technology Considerations

Why You Need Marketing Automation

Typical Association Tech Stack

AMS(CRM)

CMS ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

Usage

AMS(CRM)

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data

Email Drives Users

AMS(CRM)

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data

Closed Ecosystem

AMS(CRM)

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data

Social Media

AMS(CRM)

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

People Data

The Changed UserBecome an Expert Cat

Whisperer

The Need: We Need New ______

Do Buyers Behave Like Dogs?

Buyers Behave More Like Cats

Continue from Cat Viewpoint

Premise:YOU CAN’T MAKE THE CAT DO ANYTHING…

Be there when & ifthe cat comes to you

Accept the Following New Rules

• Buyer has the power• People research & make buying

decisions through digital & WOM• Be there when they need you• Too expensive to target everyone• Focus on growing specific type of

people who fit into a known profile (persona)

Accept the New Game

• Identify & predict how people will behave (what they want/don’t want & act)

• Only standard is value exchange• Each interaction should be

personalized • Your interaction should be based on

understanding the individual user

Before Marketing Automation

With Marketing Automation

Simple!

• Gather all data on every digital touchpoint (email, social, website, blog, survey, AdWords…)

• Make every email personalized with the right offer at the right time

• Make predictions as to what is right next step towards purchase

• Report/analyze everything

Why Marketing Automation?

• Can’t hire enough people to do the manual work

• Already have the data• Missing the automation• Missing the strategyConclusion: Let the tool do the heavy lifting & let the humans do the thinking

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/

You Need MA if You Want to:

• Automate Email Touchpoints• Provide High Touch Personalization• Generate & Nurture Leads• Gain New Email Addresses• Measure at Campaign Level• Be a Data-Driven Business

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Email. Automation. InboundContact us: HighRoad SolutionName: Suzanne CarawanPhone: 703.297.8480Email: scarawan@highroadsolution.com

www.highroadsolution.comwww.highroadu.com