are you ready for marketing automation?
TRANSCRIPT
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Outdated Growth Strategies?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Workforce Constraints:• Education & skill gap• Lack of capacity• AffordabilitySpend:• Outdated budgets• Maintenance budgets• Just don’t know• Wrong/missing technology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: [email protected]
www.highroadsolution.comwww.highroadu.com