What do you do when you need to get your message out to people for whom you don't have email addresses? What if you're just seeing flat open rates on email and you need to revitalize your audience? Well, if you're like a growing population of organizations, you're turning to marketing automation to turn your content into leads and gaining a deeper understanding of your members. This month we'll explore the topic of Using Marketing Automation to Grow. Join us for this webinar as we get an overview of how important Marketing Automation is for your organization.

1. Welcome to the
Inbound Lunch Bunch
April 2017

2. Using Marketing
Automation to Grow

3. • Housekeeping:
• Tons of resources available:
• All of last year’s Inbound Lunch Sessions available on
demand: http://site.highroadsolution.com/inbound-
lunch-bunch-page
• Toolkits: http://pages.highroadsolution.com/toolkit-list
• If I suddenly drop off the call, hang tight, I will dial
back in!
• Post any questions in the Chat window and I will
try to answer as we go through the presentation

4. • True Marketing Automation:
• Focused on gaining new customers
• Focused on increasing repeat sales
• Associations Always Thinking in Two Ways:
• Grow revenue
• Gain insightto gain more revenue

5. • Conclusion: To grow, we need to gain new customers
• How do we get new customers?

7. • Challenge: Get in front of new people who are in
your target market, but who don’t know you without
buying an email list

9. • Checklist for Lead Gen:
• Blog
• Search
• Social
• PPC
• Direct Mail
• Radio Ads
• TV Ads

10. • What this new “inbound” method requires:
• Discipline
• Budget for advertising spend
• Compelling message
• Great creative
• Knowledge of digital channels
• Knowledge of digital analysis
• Integrated marketing campaign knowledge

11. • Sounds scary! Is it?
• No, you should start today because it can be a very small,
controlled spend to see what you get!

12. • Sounds scary! Is it?
• No, you should start today because it can be a very small,
controlled spend to see what you get!
• And everything can be measured!!!

17. Princeton Review: MBA

19. Orbitz Perfect Match

23. New Lead-Gen and Mobile-First Site

25. Used Social Media & Digital Advertising

28. • Using MA to Grow:
• Start Now
• Start with Understanding what you have
• Seek examples
• Get a MA Platform