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Utah DMC Presents: Marketing Automation in 2019 - March 20, 2019

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What a great night we had talking all about marketing automation.

First up was Micaela Wright from Lucid Software. Her topic was How we transitioned 12 million records to a new ESP in 8 weeks.

Second, we had Ian Shields from Artimus Health. His topic was Get More From Your Marketing Automation Platform (Even If You’re Not An Ops Pro)

Publié dans : Marketing
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Utah DMC Presents: Marketing Automation in 2019 - March 20, 2019

  1. 1. WELCOME MARCH 20, 2019
  2. 2. UPCOMING EVENTS MARK YOUR CALENDAR FOR 
 #UTAHDMC
  3. 3. DARIN BERNTSONAKA “DOC”
 PRESIDENT OF THE BOARD 
 UTAH DIGITAL MARKETING COLLECTIVE 
 #UTAHDMC
  4. 4. 
 #UTAHDMC QUESTIONS? BOARD
  5. 5. TONIGHTS AGENDA ▸ Announcements ▸ Micaela Wright ▸ Ian Shields ▸ Q&A w/ Both Presenters ▸ Giveaway 
 #UTAHDMC
  6. 6. ✓ FIRST EVENT? ✓ RETURN ATTENDEE? ✓ UTAH DMC MEMBER? ROLL CALL 
 #UTAHDMC
  7. 7. WELCOME TO YOU ALL! 
 #UTAHDMC
  8. 8. UPCOMING EVENTS MARK YOUR CALENDAR FOR 
 #UTAHDMC
  9. 9. UPCOMING EVENTS MARK YOUR CALENDAR FOR 
 #UTAHDMC
  10. 10. 
 #UTAHDMC
  11. 11. 
 #UTAHDMC Neil Patel Marcus Sheridan
  12. 12. 
 #UTAHDMC ian lurie susan wenograd
  13. 13. 
 #UTAHDMC dennis yu corey henKey
  14. 14. 
 #UTAHDMC michelle morgan duane forrester
  15. 15. 
 #UTAHDMC more to come Stay tuned!
  16. 16. 
 #UTAHDMC a message from Marcus Sheridan
  17. 17. 
 #UTAHDMC
  18. 18. 
 #UTAHDMC SUPER EARLY BIRD PRICING - SOLD OUT!
  19. 19. 
 #UTAHDMC EARLY BIRD TICKETS AVAILABLE NOW
  20. 20. 
 #UTAHDMC $299 THRU MAY 31 - $399 THRU AUG 3 - $499 THRU AUG 23
  21. 21. 
 #UTAHDMC UTAH DMC MEMBERS MAY REQUEST CODE FOR $50 OFF
  22. 22. 
 #UTAHDMC GET YOUR TICKETS TODAY! UTAHDMC.ORG
  23. 23. MUST BE CHECKED IN AND PRESENT TO WIN GIVING AWAY AT THE END OF THE EVENING 2 FREE TICKETS 
 #UTAHDMC
  24. 24. UTAHDMC.ORG/SLACK JOIN US ON SLACK! 
 #UTAHDMC
  25. 25. USE THE #UTAHDMC HASHTAG! SHARE YOUR EXPERIENCE 
 #UTAHDMC
  26. 26. BENEFITS MEMBERSHIP HAS MANY ARE YOU A MEMBER OF 
 #UTAHDMC
  27. 27. ANNUAL & CONFERENCE SPONSORSHIP OPPORTUNITIES QUESTIONS? See David Malmborg malmborg@utahdmc.org
 utahdmc.org/sponsor-info 
 #UTAHDMC
  28. 28. NETWORK: LUCID_GUEST PASSWORD: LUCIDGUESSED (LOWERCASE) ENJOY FREE WIFI TONIGHT 
 #UTAHDMC THANK YOU
  29. 29. UTAH DMC JOB BOARD WELCOME AJ WILCOX 
 #UTAHDMC
  30. 30. PENNA POWERS, SLC Digital Media Strategist ‣ Use Google Ads / Campaign Manager, Facebook Ads, and other Display channels for client success ‣ 3+ yrs experience + Bachelor's degree ‣ Medical benefits, 401k w/ match, profit sharing ‣ www.pennapowers.com/careers/ 
 #UTAHDMC
  31. 31. CLEARLINK, SLC Multiple Positions ‣ Copywriter (2+ yrs exp) ‣ PPC Specialist (1+ yrs exp) ‣ Data Analyst (Bachelor's degree) ‣ Medicare Account Manager (Digital marketing experience) ‣ 100% healthcare, PTO, Paid ski days and team outings, stocked fridge w/ gourmet coffee, wellness program, etc. ‣ https://www.clearlink.com/careers/ 
 #UTAHDMC
  32. 32. FINCH, SLC Marketing Events / Social Media Manager ‣ Handle all aspects of events - research, sponsorship proposals, travel details, trade show materials, etc. ‣ 2+ yrs exp w/ events & social media ‣ Medical/Dental/401k, Flexible work hours & vacation ‣ https://www.finch.com/our-careers/marketing-events-social- media-manager/ 
 #UTAHDMC
  33. 33. PURPLE, ALPINE Email & Marketing Automation Manager ‣ Own & manage CRM and email marketing to drive revenue ‣ 3-5 yrs exp w/ marketing automation systems ‣ Every employee gets a free Purple Mattress! ‣ https://purple.com/careers 
 #UTAHDMC
  34. 34. UTAHDMC.ORG/JOB-BOARD PUT YOUR JOB IN FRONT OF OUR AUDIENCE! ‣ EMAILED TO 4500+ CONTACT DATABASE ‣ SHARED ON TWITTER, FACEBOOK AND SLACK ‣ ANNOUNCED AT MONTHLY EVENT QUESTIONS? EMAIL AJ@UTAHDMC.ORG 
 #UTAHDMC
  35. 35. LET’S GET STARTED!
 #UTAHDMC
  36. 36. MICAELA WRIGHT HOW WE TRANSITIONED 12 MILLION RECORDS TO A NEW ESP IN 8 WEEKS GROWTH MARKETING MANAGER 
 LUCID
 SALT LAKE CITY, UT TONIGHTS 1ST PRESENTER: 
 #UTAHDMC
  37. 37. How We Transitioned 12 Million Records to a New ESP in 8 weeks Micaela Wright | @_micaelawright
  38. 38. 2 A Quick Intro @_micaelawright
  39. 39. 3 A Quick Intro @_micaelawright
  40. 40. 4 A Quick Intro @_micaelawright
  41. 41. 5 What we’ll cover tonight ● Why we decided to switch ○ Vendor review tips ● Tips & tricks for a smooth transition ○ Documentation ○ Organization ○ Sandbox environments ○ Data extraction
  42. 42. 6 @_micaelawright
  43. 43. 7 @_micaelawright
  44. 44. 8 Why we decided to switch @_micaelawright
  45. 45. 9 Why we decided to switch @_micaelawright
  46. 46. 10 The grass is not always greener @_micaelawright
  47. 47. 11 Picking a vendor @_micaelawright ✓ Upfront cost ✓ Recommended company size ✓ Scalability ✓ Featureset ✓ Ease of use ✓ Customization ✓ API access ✓ Customer support
  48. 48. 12 @_micaelawright
  49. 49. 13 Picking a vendor @_micaelawright
  50. 50. 14 Once you have a short list ● Request a demo account ● Don’t trust just what your sales rep says ● Talk to customers that are similar in size/business model
  51. 51. 15 Tips & tricks
  52. 52. 16 Build in overlap time HubSpot Marketo @_micaelawright
  53. 53. 17 Document everything
  54. 54. 18 Develop an organized action plan
  55. 55. 19 Enlist help 19 @_micaelawright
  56. 56. 20 Enlist help 20 @_micaelawright
  57. 57. 21 Enlist help 21 @_micaelawright
  58. 58. 22 Data extraction 22 @_micaelawright ● Contacts ○ Unsubscribes ○ Custom activities ○ Email clicks, opens ○ Form fills ○ Lists ● Email code ● Email benchmarks
  59. 59. 23 How SHOULD things work? 23 @_micaelawright
  60. 60. 24 Test, test, test 24 @_micaelawright
  61. 61. 25 Test, test, test 25
  62. 62. 26 IP Warm Up 26
  63. 63. 27 Odds & Ends 27 ● Become friends with your IT department ● Keep sending name and email address the same ● Remove old tracking code from your website ● Explore the fun features!
  64. 64. 28 Things will go wrong 28 @_micaelawright
  65. 65. 29 Things will go wrong 29 @_micaelawright
  66. 66. 30 Things will go wrong 30 @_micaelawright
  67. 67. 31 Things will go wrong 31 @_micaelawright
  68. 68. 32 Things will go wrong 32 @_micaelawright
  69. 69. 33 Was it worth it?
  70. 70. 35 Thank you.
  71. 71. READY FOR OUR SECOND PRESENTER? 
 #UTAHDMC
  72. 72. IAN SHIELDS GET MORE FROM YOUR MARKETING AUTOMATION PLATFORM (EVEN IF YOU’RE NOT AN OPS PRO) MARKETING OPERATIONS MANAGER 
 ARTEMIS HEALTH
 SALT LAKE CITY, UT TONIGHTS 2ND PRESENTER: 
 #UTAHDMC
  73. 73. Ian Shields | Utah DMC March 2019 Get More From Your Marketing Automation Platform 
 (Even If You’re Not An Ops Pro) “The secret of change is to focus all of your energy, not on fighting the old, but on building the new.” — Socrates in Way of the Peaceful Warrior: A Book that Changes Lives by Dan Millman
  74. 74. A Little About Ian
  75. 75. My Family Mywifewouldlikeeveryonetoknow
 sheis7-monthspregnantinthisphoto. Wehaveababygirlnow. 41 My Family My wife would like everyone to know 
 she is 7-months pregnant in this photo. We have a baby girl now.
  76. 76. 7 teams. 28 apps. 42 Our 7 teams, spanning Marketing and Sales, are a combination of people, technology, and processes.
  77. 77. 43
  78. 78. 44 1. Clear Organization 2. Templatize Marketing Campaigns 3. Before You “Send It” 4. Personalization 5. Tech Stack Integration Connect with me
 
 
 LinkedIn/in/iancshields
  79. 79. I only know one speed that’s GO. 1. Clear Organization
  80. 80. StandardizedNamingConventions 47 Creation date is sometimes useful and more intuitive, which should be considered when designing your naming convention. “Clutter is caused by a failure to return things to where they belong. Therefore, storage should reduce the effort needed to put things away, not the effort needed to get them out.” 
 — Marie Kondō Active Marketing Campaigns ■ 2017 ■ 2018 ■ 2019 ■ Continuous ● Nurture ● Web Content / Web Resources ● Web Forms ■ Drafts ■ Operational ● !Templates ● Alerts ● Data Management ● Subscription Center ● Field Value Changes ● Lead Lifecycle Processing ● Scoring ● Testing (Throw-Away) ● Test & Track ■ _Archive ■ _Learning
  81. 81. 2. Templatize Marketing Campaigns
  82. 82. MakeProjectAssemblyVeryEasy 49 Once you’ve developed a template and a streamlined request process, you’ll be able to decrease the development time for new campaigns. You’ll be able to start testing and finding ways to improve conversion rates. Building program templates, especially ones with many moving parts, can be a lot of upfront work, but they are an investment that will enable your team to scale dramatically.
  83. 83. Streamlined Request Process 50 You can bottle best practices into a template that you’ll continue to improve with ongoing use. Slack Channel ! https://docs.google.com/forms/...
  84. 84. Tokenized Template 51 You can bottle best practices into a template that you’ll continue to improve with ongoing use.
  85. 85. Reinforce your flow patterns and mental checklists 3. Before You “Send It” Checklist
  86. 86. 53 March 5, 2018 - Salt Lake City, Utah 
 The Utah State Bar sent out a reminder for its 
 spring convention. The subject line said “2018 Spring Convention Walk-Ins Welcome! Learn How!” The body contained a banner for the bar association, 
 a picture for the spring convention, and a naked 
 woman shown only between the neck and belly button. https://kutv.com/news/local/utah-state-bar-blames-human- error-for-sending-topless-woman-photo-to-lawyers
  87. 87. Email Preflight Checklist 54 Gmail: ○ Review preheader and preview copy ○ Verify Sender details ○ From Name: Cheryl at Artemis Health (90% of the cases - exceptions on case by case basis) ○ From Address: cheryl@artemishealth.com ○ Reply-to: cheryl@artemishealth.com ○ Verify subject line ○ Read copy top-to-bottom ○ Click thru each link and verify landing experience ○ Verify the Unsubscribe or Email Preferences include the parameters ○ Verify UTM parameters Marketing Automation Platform Email: ○ Review Preheader (This should be pulling in the Preview Copy and should not be populated with unique text). ○ Review Preview Copy ○ Review company address in footer ○ Verify that the plain-text version has been beautified. ○ Note: the format for the link to the asset should be <{{my.Asset URL}}> without any square brackets. ○ Approve and close email. Marketo Program: ○ Verify segmentation and tokens ○ Verify target audience and schedule ○ Schedule date time ○ Approve and close email. Checklist created by my colleague, Emily Burnett < in/emilyburnett >
  88. 88. Deliver tailored, meaningful, and relevant communications 4. Personalization
  89. 89. Segment Your Audience 56 Tell different stories to each constituency that match their world views and needs. Define the groups you need and ensure you have the business goals, clean data and content to support them: ➤ Language ➤ Region ➤ Industry ➤ Time Zones ➤ Product Interest ➤ Technology ➤ Pain/Value 81% of consumers want brands to understand them
 better and know where and when not to approach them. 
 – MarTech Today
  90. 90. 57 Amazon Prime 1-Click
  91. 91. Webinar: Register Now with One Click 58 ➤ One-click registration helps to decrease form friction – a challenge b2b conversion optimization experts. ➤ Personalize to recipient’s time zone ➤ 300% increase in webinar registration 
 above average ➤ 80% decrease in webinar attendance
  92. 92. 59
  93. 93. How to Suppress Fake Clicks 60 Track human email clicks = 2 filters: Visited web page with query string (min. combination of 3 UTM parameters) + Email was delivered http://www.utahdmc.org/?utm_source=newsletter&utm_medium=email&utm_campaign=march-2019
  94. 94. Count on your fingers the number of apps 
 you use EVERYDAY for your work.
 5. Tech Stack Integration
  95. 95. 62 “How much of your day-to-day work you can handle within a single tab or window is a pretty good litmus test of how well your technology stack is integrated.” 
 
 —Scott Brinker, VP Platform Ecosystem at HubSpot; Editor at chiefmartec.com
  96. 96. Your Marketing Ecosystem 63 52% of marketers say integration is still the most challenging barrier to marketing technology success. 
 — Marketing Technology Trends Survey by Ascend2 and Research Partner, October 2018 The key differentiator for marketing automation platforms will be which has the best data integrations. This will allow marketers to intelligently orchestrate all activities within one window.
  97. 97. Does it integrate? Yes! 64 This is deceptively oversimplified question. A basic integration is a simple hand-off of data, an If This Then That (IFTTT). More advanced integrations support conditional logic allowing for a combination of automated and 
 manual steps. 
 
 Sophisticated integrations allow for AI functionality.
  98. 98. 65 1. Clear Organization 2. Templatize Marketing Campaigns 3. Before You “Send It” 4. Personalization 5. Tech Stack Integration
  99. 99. Transition to being successful – Rocky/Creed 66
  100. 100. Thank you.
  101. 101. Q&A 
 #UTAHDMC
  102. 102. 
 #UTAHDMC

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