The document summarizes a presentation about how organizations can use marketing automation. It discusses that marketing automation allows organizations to streamline marketing tasks and workflows to increase efficiency and revenue growth. Common elements of marketing automation platforms are outlined, including tools for social media, email, landing pages, campaign management, and analytics. Reasons to adopt marketing automation include being able to personalize communications and predict customer behavior. The presentation provides an overview of how marketing automation can help organizations improve their digital strategies and achieve business goals like member growth and retention.

1. How Are Organizations Using
Marketing Automation
Tuesday, May 16, 2017
Presented By
Suzanne Carawan, HighRoad Solution

2. Agenda
•The Need
•The Landscape
•What is Marketing Automation
•Common Elements
•What’s Missing
•Assessing Your Needs

3. The Need: We Need New ______

4. The Need List
•Aging membership
•Non-dues revenue
•Millennials
•Hyper-focused markets
•Greater insight into current members
•New top line growth

5. Current Digital Landscape
•Goal: We Need to Grow

6. Typical Association Tech Stack
iMIS
CMS ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy

7. Usage
AMS
(CRM)
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy
User Journey
People
Data

8. Email Drives Users
AMS
(CRM)
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy
User Journey
People Data

9. Closed Ecosystem
AMS
(CRM)
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy
User Journey
People
Data

10. Free Social
AMS
(CRM)
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy
People
Data

11. The Need: We Need New ______

13. Laws, People & Culture Have Changed

14. 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

15. “Today you are not behind
your competition. You are
not behind the technology.
You are behind your
consumer.”
Rishad Tobaccowala
Chief Strategy & Innovation Officer
VivaKi
New Mindset of Growth

16. Do Buyers Behave Like Dogs?

17. Buyers Behave More Like Cats

18. Continue from Cat Viewpoint
Premise:
YOU CAN’T MAKE
THE CAT DO
ANYTHING…
Be there when & if
the cat comes to you

19. 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)

20. 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

21. Before Marketing Automation

22. With Marketing Automation

23. 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

24. 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

25. MARKETING AUTOMATION
•In simple terms

26. 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.

27. Who Does It?
•Email companies
•CRM companies
•CMS companies
•MA companies
•PR tech companies
•Social media/community companies
•Do we do this now?

28. Top Players in the MA Market
From: Business-Software.com

29. 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

30. Email vs. Marketing Automation

31. 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

32. 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/

33. Business Fundamentals
•Why are we doing this again
•How does the software relate to the business problem
•How should we as the organization think about this

34. 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?

35. • Website
– Microsites
– Ecommerce
– Blogs
• Social
– LinkedIn
– Twitter
– YouTube
• Webinars
Your Info Distribution Channels
•Events
•Email
– Automation
– Promotion vs
Retention
• Advertising
–Organic
–Paid

36. 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

37. 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

38. Buyer’s Journey
+5
+5
+5
+10
Total Score :
20

39. End Result: Gain Insight. Grow Revenue.

40. Questions
My Contact Information:
Suzanne Carawan
scarawan@highroadsolution.com
703.297.8480
www.highroadsolution.com