Act-On presented a webinar titled Marketing Automation: One Step at a Time, in which David Raab of Raab Associates Inc. outlined an incremental approach to deploying marketing automation. Marketers have been told that in order to implement marketing automation they’ll have to reinvent their programs and processes, causing disruption and uncertainty. But David showed us how using a gentle, incremental approach transforms marketing automation adoption from a demanding leap to a manageable flight of steps.

1. Marketing Automation:
One Step at a Time
David M. Raab
Raab Associates Inc.
January 12, 2012
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2. “We have a problem”
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3. “We have a problem”
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4. “We have a problem”
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5. “We have a problem”
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6. Barriers
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7. Barriers
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8. Solutions
Training
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9. Solutions
Ease of Use
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10. Solutions
Services
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11. Solutions
Incremental
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12. What Really Matters: “New Best Practices”
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13. Solutions
Incremental
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14. Customer Management Systems
Email
Reports &
Web visitor analysis
Search
tracking
marketing
Landing pages
Social media Marketing
automation CRM/sales
Web site • database automation
Web events • campaigns
• scoring
Call center • content mgt
Advertising
Operational
systems
Direct mail
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15. Really?
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16. Step 1: Replace Existing Systems
• Test program,
end-to-end
• Balance of
programs
• Decommission
old systems
• Party!
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17. Step 2: Start Making Changes
• Criteria:
– Easy to
deploy
– Easy to
measure
– High reward
– Foundation
for change
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18. Step 2: Start Making Changes
• Consider:
– Response
reports
– Landing pages
– Email
segments
– Drip campaigns
– Formal testing
– Sales access
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19. Step 3: Make Deeper Changes
• Long-term
goals:
– Sales
alignment
– Measurement
– Marketing
processes
– Lifecycle
mapping
– Content
development
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20. Foundations for Success
• Make a plan
• Assign resources
• Provide leadership
• Build in rewards
• Measure progress
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21. Thank You
Marketing
automation is…
– Worth doing
– Easier in stages
– Built on best
practices
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22. Thank You
David M. Raab
draab@raabassociates.com
www.raabguide.com
Twitter: @draab
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23. Act-On Integrated Marketing Platform
World Class E-Mail Complete Set of Tools Approach and Terms
Marketing Core and on One Platform that Work
Deliverability
• Drip, Web Analytics, • Start Simple, Automate
• 3rd Generation Email Landing Pages, Forms, at Own Pace
Scoring, CRM Integration,
• No Extra Cost for Social Media, Reporting • Affordable Pricing; Month-
Deliverability and More… to-Month Contracts
• Focus Usability, Simplicity • Live Customer Support –
and Manageability At No Additional Costs

24. Thank You!
Within 24 hours:
You will receive an email with
white paper, webinar recording, slides and Act-On
Information.
Learn more about Act-On:
Join our weekly 30-minute live demo
And more: www.actonsoftware.com