what to consider in a marketing automation platform

What to Consider in a

Marketing Automation

Platform

www.highroadsolution.com

Agenda

• The Need

• The Landscape

• What is Marketing Automation

• Common Elements

• What’s Missing

• Assessing Your Needs


The Need: We Need New ______


The Need List

• Aging membership

• Non-dues revenue

• Millennials

• Hyper-focused markets

• Greater insight into current

members

• New top line growth


Current Digital Landscape

Goal: We Need to Grow


Typical Association Tech Stack

AMS(CRM)

CMS ESP(EmailService

Provider)

EMS(Event) PR &

Advocacy


Usage

AMS(CRM)

CMS(Webite)

ESP(EmailService

Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data


Email Drives Users

AMS(CRM)

CMS(Webite)

ESP(EmailService

Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data


Closed Ecosystem

AMS(CRM)

CMS(Webite)

ESP(EmailService

Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data


Free Social

AMS(CRM)

CMS(Webite)

ESP(EmailService

Provider)

EMS(Event) PR &

Advocacy

People Data


The Need: We Need New ______


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


Accepting the New Mindset

Expert Cat Whisperer


“Today you are not behind your competition. You are not behind the technology. You are behind your consumer.”

Rishad TobaccowalaChief Strategy & Innovation OfficerVivaKi

New Mindset of Growth


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

• Not going to hire more people to do

manual work

• Requires workers to spend more time

being creative & analytical

Conclusion: Let the tool do the heavy

lifting & let the humans do the thinking


MARKETING AUTOMATION

In 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 Emailmarketing

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 Emailmarketing

Campaign & lead management

Content & SEO tools

Analytics


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/


Your Needs

• Measuring at Campaign Level

• Automate Email Touchpoints

• High Personalization

• Sales-to-Marketing

Communications

• Gain New Email Addresses


Interested in More? • Grade your website

https://website.grader.com/

• HubSpot Blogs

http://blog.hubspot.com/marketing

• Inbound Lunch Bunch

http://pages.highroadsolution.com/lunchbunch

https://website.grader.com/

http://blog.hubspot.com/marketing