What do you do when you need to get your message out to people for whom you don't have email addresses? How do you get in front of a market that you want to target when you can't buy email lists (that's a no-no) and the target market you want is on social media? 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.
Join us for a free interactive workshop to educate you on marketing automation, assess your organization's readiness and help you prepare a realistic timeline and budget.
4. Today’s Agenda:
Results of MA
Mindset of Marketing Automation
Basics of Digital & Marketing Automation`
Personalization: The Gateway to Marketing Automation
Planning for Marketing Automation
Email Portfolio
Campaigns
Budget
Skillsets
6. CFMA
Founded in 1981
Only organization dedicated to bringing together
construction financial professionals and partners
Serving more than 7,000 members via chapters in USA and
Canada
Small staff
One marketing professional with a big vision
7. Challenges Facing CFMA
Identify and convert new members
Increase engagement within a member company and within
each individual’s participation level
Increase understanding of conversion factors to drive revenue
Address changing tastes and preferences of members
Unable to access full data set and model in AMS and combine
with other marketing data sources
8. Indicators for Marketing Automation
Readiness
Do we have the appropriate content hooks to attract potential
members and customers?
Do we have a social media program that is in sync with our
marketing calendar?
Do we run our campaigns using all digital vehicles in tandem
where it makes sense?
Have we identified a target market?
Have we identified specific personas to market to?
9. Solution
Create digital marketing roadmap to transition from email
marketing to marketing automation
Consolidate marketing data sources into MA and integrate
with AMS
Expose the data model to empower the Marketing team to
create their own targeted queries based on audience knowledge
and behavior
Empower Marketing team to self-analyze for continuous
improvement
10. Results
Empowered Marketing team able to execute ad hoc
queries to build integrated marketing campaigns
Improved open rates using mobile-responsive templates
Increased lead / prospect identification and responses
Continued marketing efficiencies
Improved insights and visibility into prospects’ digital
footprint
12. Digital Marketing Signaled a Shift
Digital Marketing
• Internet Marketing
• Social Media Marketing
• Search Engine Marketing
• Content Marketing
• Content Remarketing
• Email Marketing
• Account Based Marketing
• Inbound Marketing
What’s the name of the category of
software tools to help you manage all
of this?
Marketing automation
13. The Mindset of Data-Based Marketing
The more I know about you, the greater the likelihood that I can
predict your needs and deliver what you want
The more I can deliver what you want, the more trust you have
in me
The more trust you have in me, the greater the likelihood you
will buy from me
14. How Can I Know You?
Build the most comprehensive profile possible of a
user’s preferences, demographics & activities
What’s the goal of marketing automation?
To provide a composite profile in one place from
which I can identify who is likely to buy and/or be a
repeat buyer
15.
16. 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
17. Fundamental Premise Exercise
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?
23. Marketing Elements to Fuel MA
Distribution Channels
Buyer’s Journey
Content/Offering
Lead Scoring
Opportunity Management
Reporting
Warning!
This has nothing to do with a software
platform, tools or email.
This section requires that you have know-
how for:
• market strategy
• content
• user data
25. 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
26. Trip Wires for Associations in MA
Email
Email
Email
Digital advertising
Email
Did we say email?
Metrics
Bonus Material!
Download your copy to see
the results
27. Email Marketing vs. Marketing Automation
Email Marketing:
• Blast Email
• Open & Click Thru Rates
• Distinct, Discrete metrics
• Push Marketing
• Retention-Driven approach
Marketing Automation:
• Drip Marketing
• Conversion
• Cumulative look at an
individual’s digital footprint
• Pull Marketing
• Revenue-Driven
28. How They Compare
Email Marketing Email Automation Marketing Automation
Monetization Model Revenue Driven
Audience Reach Broad Targeted Personalized
Main Purpose Member Retention Member Retention Member Acquisition
Metrics Open Rates / CTRs – at
the individual send
Behavior & Interaction
– per campaign
Behavior & Interaction
– at aggregate level
30. What Makes for a Personalized
Experience?
Right content
Right time
Right frequency
Right tone
Right feel
Big Question:
How can we possibly do this manually for each individual
member across multiple channels?
Answer:
We can’t achieve this manually with our current staff, but we
can do this with technology.
31. 5 Tech Concepts We Need for
Personalization
Anonymous Users and Cookies
JavaScript Conversion Codes
Why It’s Different than Google Analytics
CNAMES, DKIM, SPF, IPs & Domains
Trackable Everything, Including URLs
Marketing Technology Stack Ecosystem
32. Tech Concept #1: Anonymous Users
and Cookies
Anonymous users are web visitors that have never filled
out a form or clicked a link in an email.
Marketing Automation platforms use cookies to identify
the contact viewing the webpage
33. Why are cookies awesome?
Contact Identity
Form Pre-Population
Dynamic Web Page Content without Login
Tracking Web Activity
Tracking Conversions
Re-Targeting Ads
34. What is a cookie?
Cookies stores information on your computer or phone by
a website you visit.
Cookies are browser specific
35. Where it Stored?
Browsers store the cookies in their sub folders.
Cookies are small text files.
Some browsers store in one long file.
Some browsers store each cookie separately
36. What is in the Cookie?
Cookie Name
Website
Value
Duration
37. How Long do Cookies Last?
Session Cookie
• Temporary
• Only stores the cookie
while you visit the site.
• Cookie deletes once you
leave the website
Persistent Cookies
• Permanent
• Website specifies the
duration of time for the
browser to keep the cookie
38. Cookie Help Identity Users
Marketing Automation Platform (MAP) stores identity
cookies on your computer
The identity cookie is a unique key
The key opens the door to your data stored in the MAP
39. Identify Anonymous Users
Form Submit
• Lead fills out form with
contact information
• MAP stores the cookie
• MAP associate cookie with
contact information
Web Visit via an Email
• Contact clicks link in email
• MAP stores cookie
• MAP associate the cookie
with the email address.
40. Cookies Help with
Pre-Populating
Forms
1. User lands on form
2. Browser gets cookie
3. MAP reads cookie
4. MAP translates cookie
5. MAP identifies contact
6. MAP populates form
41. Cookies Help with
Dynamic Content
1. User lands on web page
2. Browser gets cookie
3. MAP reads cookie
4. MAP translates cookie
5. MAP identifies contact
6. MAP reads web page logic
7. MAP display content
42. Tech Concept #2: JavaScript
Conversion Codes
JavaScript is the technology framework that allows
marketers to retrieve web analytics and track conversions.
Marketing automation platform use tracking scripts on
your websites.
Tracking scripts send information to the marketing
automation platforms.
43. What is JavaScript?
JavaScript is an advanced web programing language.
Most powerful language out of HTML and CSS
JQuery is JavaScript's most popular library.
JQuery simplifies JavaScript for developers
JavaScript is responsible for many popular interactive web
features.
44. JavaScript is
Awesome for
Sliders
JavaScript changes is responsible for
the sliding effect for popular hero
sliders.
JavaScript controls the hiding and
showing of each slide when the user
clicks buttons.
45. JavaScript is
Awesome for
Modals
Modal popup are small containers that
pop up, and the page background goes
dark. Modals make users focus on a
single component.
46. JavaScript is
Awesome for
Background
Communication
JavaScript can send information
between websites in the background.
Single page applications use the
background communication to make
updates to databases.
MAP web tracking scripts use the
same technology.
47. MAP Web Activity Script Name
Marketo
• Munchkin
Act-On
• Beacon
Hubspot
• Tracking Code
48. Where does the
Script go?
The scripts go in the bottom of page
before the ending </body> tag.
49. How does the
script work?
1. User visit web page
2. JavaScript runs
3. JavaScript Identify User
4. JavaScript Sends Web
Activity to MAP
JavaScript sends information to the
Marketing Automation Platform
(MAP) real-time.
50. Complete Lead Workflow
Reporting
Campaign Conversion Percentage
Abandonment vs Completion
Attribute Dollars to an email, page, or source
Trigger an Email
Feed Activity into a Lead Score
51. Tech Concept #3: Why It’s Different
than Google Analytics
MAP Web Tracking
• Identify users with cookies
and track web activity.
• Granular users web activity
• Marketing Performance
• Native Integration
Google Analytics
• Personally Identifiable
Information Not Allowed.
• Aggregate Web Activity
• Website Performance
52. Tech Concept #4: CNAMES, DKIM, SPF,
IPs & Domains
Make network changes to the help with deliverability and
vanity domains.
These are the first tasks to do for a MAP spin up
53. What is an IP Addresses
A numerical address to communicate on the web.
It is the unique identifier for a network, web server and
computer
Every website has a IP Address
We hide IP addresses with domain names.
54. What will I do with IP Addresses?
Whitelist tells the server the IP is safe.
Whitelist MAP IP addresses on internal spam filters
Whitelist IP addresses with AMS application for
integration
55. What is a Domain Name System (DNS)
and Cname?
Domain Name System (DNS) manages your web URLs.
The DNS masks the IP address with your branded URL
name.
Cname mask an URL with a better branded URL
56. Beautify URLs with Cnames
Provide a vanity sub-domain to the default MAP URLs.
Provide Two Domain Cnames for default MAP URLs
Email i.e. email.highroadsolution.com
Landing Pages i.e. pages.highroadsolution.com
57. What is DKIM and SPF?
Domain Key Identified Mail
Helps deliverability of messages
Required by a couple email providers
Tells the email provider you’re a allowed to send email on
behalf of the domain name
Requires you to update a text record on the DNS
58. Tech Concept #4: Trackable URLs
This is one of the fundamental
points of a MA platform is to get you
out of the manual creation of
trackable URLs!
Why not focus on content creation
and let the MA platform focus in on
connecting the content across all
channels?
59. Tech Concept #5: Marketing
Technology Stack Ecosystem
Why not create a
digital ecosystem
and use the data
to create
personalized user
experiences that
drive business
results?
63. Basic Concepts
MA based on contacts, not email
MA more expensive than email
Rookie Mistake #1: Put everyone in MA
Rookie Mistake #2: Not understand MA vs. Email and
therefore, put everyone in MA
64. Who Will Live in Your MA Platform?
Marketing Automation Platforms extend beyond the basic
email communications system:
You will do more than email contacts
Contacts are often split between “known” (aka members) and
“leads/prospects” (aka future customers or current non members)
Key Considerations: “Should you transfer everyone from your AMS into the
MA Platform?”
65. Who Makes the Cut?
Factors to consider:
Campaign Calendar – are communications mostly for members or prospects?
How many members are in your AMS?
How many records /contacts / “others” are in your AMS?
What portion of the “others” have you interacted with (in any capacity) over
the past year?
Are your campaigns relying only on email as outreach?
Do you have a plan to qualify the “others” in your AMS?
Do you have other data sources? (i.e. webinar platform, LMS platform, etc.)
66. Your Email Portfolio – What Does it
Look Like?
Can you identify which emails are:
Recurring – Member Retention or for another program?
Promotional – using the same list or a different mailing list?
Candidates for automation sequences or workflows
Have potential to convert into integrated series with lead scoring?
68. Personalization – Data to Leverage
Look for opportunities where personalization is more than “Hello
<First Name>”:
Consider your personas and target audiences, do you really know them?
What can you display to demonstrate that you know who they are AND what they
mean to your organization?
Chapter Leaders?
Former Conference Speaker?
Purchased more than 2 products in the last 6 months?
Registered as an early-bird for the past 3 years?
Upcoming membership renewal?
Local chapter event?
69. Identify Your Marketing Automation
Candidates
Email type Email
Name
Data Exists Can it be
Automated?
Can it be
Personalized?
Business impact
of publication
Revenue
Generating ($)
or ROI
How many hours
to produce?
Membership New
Member
Yes Yes Yes Engagement ROI xx
70. Thinking Through Personalization
Data How it can be used Intended use in MA Platform? Data
Source?
Member Type Segment membership benefits such as
content or event pricing
Display content based on segmentation
(dynamic or smart content)
AMS
Member Join Date Used in member renewal notices &
member value recognition campaigns
Member Renewal Series AMS
Exhibitor in 2015 … …
73. What’s In the Budget?
MA Platform
Integration(s)
Consulting/Retainers
Staff
74. Buying MA
Cost per contact, not email
Dedicated IP address
New option to association world---Why own? Outsource
Software as a Service (SaaS)
Not based on seat license, but on contact database size
75. Worksheet Primer
Segments Number
of
contacts
% of
Total
Candidate
to Exist in
MA
Platform?
Notes / Questions
What is the total number of records in your
AMS?
How many member records exist in your
AMS?
How many “non members” have purchased
something from you within the past year?
How many emails have you sent in the past
year to distinct contacts (members and non
members)?
How many “leads” do you have coming in
from activities such as paid advertising,
webinars, tradeshows, banner ads, etc?
82. Staff---How Do You Compare?
Does your team have the right skills to work within a
marketing automation platform?
understand the world of mobile?
understand how email and the web work? (and how they are different?)
comfortable with data?
understand how data flows from one system to another?
basic HTML and graphic design?
83. Skill Matrix Check List
Scale (Infancy)
1 2 3 4
(Ready)
5
Understand the world of mobile
Understand the world of digital / interaction on social
Understand how email and the web works (and how they are different)
Comfortable with data
Basic HTML and graphic design sense
Can construct queries
84. Marketing Lead
• Marketing Principles
• Copywriting
• Design
• Graphic Design Software
• HTML
• CSS
The marketing lead is the primary
user of the marketing automation
platform. They will create campaigns
centered around driving revenue for
the organization.
Name:
85. Technical
Resource
• Coder
• Programing Languages
• SQL
• Understands Database
Architecture.
Your technical resource is responsible
for translating the business logic into
SQL or web services for the
integration.
Name:
86. Front-End Web
Developer
• HTML
• CSS
• Javascript
• CMS
• E-Commerce Website
The web developer helps with adding
any analytic tracking scripts to the
web page.
Also, they are helpful with creating
landing pages and email templates.
Name:
87. Network
Administrator
• Network Protocols
• Firewalls
• VPN
The network administrator helps with
establishing a connection for the
communication to work between
different platforms.
They update the server to create
vanity URLs for landing pages and
email deliverability.
Name:
88. MarTech
• HTML
• CSS
• JavaScript
• SQL
• Understands Database
Architecture.
• Marketing Principles
The martech has a very good
understanding of the AMS, and easily
translate what the Marketing Lead
needs to the Technical Resource.
Creates landing pages, email
templates, and complex smart lists.
Name:
89. MA Budget List
# Contacts at cost per contact
Dedicated IP
Onboarding training
Integration
Graphic design
Retainer