Industry Trends:Why Associations are Adopting Marketing Automation

Suzanne CarawanChief Marketing OfficerHighRoad 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?

• What does it get you?• Better email?

Why Marketing Automation?

Where Are We Today?

What Will Change?

Multi-Channel Mindset (Operational)

Data-Driven Mindset

Why Do It

• #1 Reason No One Wants to Say: REVENUE

• Better forecasting• Understanding from whence people

came to buy• Better ability to close the sales

process

Why Do It

How Can I Know You?• Build the most comprehensive profile possible of

a user’s preferences, demographics & activitiesGain greater member insight

• 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 MarketingAutomation

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--Engagement

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?

• Website– Microsites– Ecommerce– Blogs

• Social– LinkedIn– Twitter– YouTube

• Webinars

Your Info Distribution Channels

• 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

• 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:• Blast Email• Open & Click Thru Rates• Distinct, Discrete metrics• Push Marketing• Retention-Driven approach

Email Marketing vs. Marketing Automation

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/

Case Study:CFMA

CFMA

• Founded in 1981• Only organization dedicated to bringing

together construction financial professionals and partners

• Serving more than 7,000 members via chapters in USA and Canada

• Small staff• One marketing professional with a big

vision

Challenges Facing CFMA

• Identify and convert new members• Increase engagement within a member

company and within each individual’s participation level

• Increase understanding of conversion factors to drive revenue

• Address changing tastes and preferences of members

• Unable to access full data set and model in AMS and combine with other marketing data sources

Indicators for Marketing Automation Readiness

• Do we have the appropriate content hooks to attract potential members and customers?

• Do we have a social media program that is in sync with our marketing calendar?

• Do we run our campaigns using all digital vehicles in tandem where it makes sense?

• Have we identified a target market?• Have we identified specific personas to

market to?

Solution

• Create digital marketing roadmap to transition from email marketing to marketing automation

• Consolidate marketing data sources into MA and integrate with AMS• Expose the data model to empower the Marketing team to create

their own targeted queries based on audience knowledge and behavior

• Empower Marketing team to self-analyze for continuous improvement

Results

• Empowered Marketing team able to execute ad hoc queries to build integrated marketing campaigns

• Improved open rates using mobile-responsive templates

• Increased lead / prospect identification and responses

• Continued marketing efficiencies• Improved insights and visibility into

prospects’ digital footprint

Results

Marketing Automation for Associations

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

www.highroadsolution.comwww.highroadu.com