Please join us as we review all the highlights of the professional development year at HighRoad at the U for 2016-2017.

1. Annual Wrap Up
Year in Review from HRU 2016-2017

2. Today:
HighRoad U Programs
Review of Major Topics Covered
Feedback

3. HighRoad U Programs
Giving Back to the Industry

4. Programs Available
Topic-Based Webinars
Toolkit of the Month
Inbound Lunch Bunch
Industry Research & Analysis/Commentary
eBooks

5. Month Topic Webinar Toolkit Inbound Lunch Bunch Analyst Brief
September Using Interactive
Content to Convert
Prospects to
Customers
Web Content Audit Using Interactive Content
to Convert Prospects to
Customers (Application)
SDMA Report Findings
October Using Banner Ads to
Attract Customers
Competitive Product Sales
Reference
Using Banner Ads to
Attract Customers
Content Marketing for
Lead Generation
November Gaining New Leads
through eBooks
Blogging Maturity
Assessment
Gaining New Leads
through eBooks
Thought Leadership as a
Differentiator
December Personalizing the
Member Experience
Customer Engagement
Plan Methodology
Personalizing the Member
Experience
How is Personalization
Changing Brand
Communications

6. Month Topic Webinar Toolkit Inbound Lunch Bunch Analyst Brief
January Using Webinars for
Lead Generation
Using Webinars for Lead
Generation
February Ecommerce for
Associations
Shopping Market
Methodology
Ecommerce for
Associations
March Building Digital
Ecosystems that
Deliver ROI
Online Advertising ROI
Calculator
Building Digital
Ecosystems that Deliver
ROI
Marketing Automation-
Gaining Insight &
Increasing Revenue
April Using Marketing
Automation to
Grow
Marketing Automation
Metrics
Using Marketing
Automation to Grow
May Using Digital
Advertising for
Membership
Growth
Advertising & Budget Using Digital Advertising
for Membership Growth
SDMA Survey Results
June Understanding Lead
Funnels

7. Major Topics
Areas Covered

8. Email Marketing vs. Marketing Automation
Email Marketing
(Human Powered):
• Blast Email
• Open & Click Thru
Rates
• Distinct, Discrete
metrics
• Push Marketing
• Retention-Driven
approach
Marketing Automation:
(Human Design-Technology
Powered)
• Drip Marketing
• Conversion
• Cumulative look at an
individual’s digital footprint
• Pull Marketing
• Revenue-Driven

9. 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

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

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

12. Campaign Goal
 Collect insights and contact information for targeted
personas
 Provide an offer that is compelling to the persona
 Collect initial email address and then initiate workflows
for additional follow up
 End-goal is to get qualified leads and eventually convert to
members

13. Target Audience / Personas
 Young professionals in Payroll
who are looking for specific
information on basic topics in
the field
 Don’t know who APA is
 Likely tasked to get something done but
with not a lot of internal, hand-on
training
 Generation: Millennial

14. Landing Page
 Visual Branding
 Web Page – SEO optimized
 Offer is clear – note
positioning of message

15. The Ask
 The Form – the most
important element of the
campaign
 How much data can you get away
with asking?
 What will you do with the data?

16. Thank You
 Thank you page is to the
point – not too overwhelming
 Secondary user journey
back to a section on the site
 Automated email on its way

17. Email with Download
Link
 Automatically sends when
form is submitted
 Get to the point – give them the
offer!

18. Automated Workflow
 Build branches – for those
who clicked on the link to
download – wait 1 week and
send next offer
 Those who didn’t – wait 3
days and remind that the
offer is waiting to be
downloaded

19. How to Measure Success
 Identify your metrics:
 # of email clicks
 # of landing page views
 # of form submissions
 # of download clicks
 Page referrers – where is your traffic to your Landing Page coming from?
 Direct Email
 Organic Search
 Direct Traffic
 Referrals

20. 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
Purpose of MA Platforms:
To use content marketing to
move users through sales
funnels to understand return
on investment.

21. Integrated Stack
+Plus Connector bridging the network
of marketing applications together to
simplify the flow of buyer’s data for
marketers.
AMSEMS
Email
EPC
Email
MA
+Plus Connector +Plus Connector
Landing Page
CMS

22. Marketing Technology Stack

23. Transaction Saved in AMS or CRM
 The E-Commerce site saves the transaction inside the
AMS
 Gives Marketer Insight Data
 Hard to Make the Data Actionable and Usable When Only
in the AMS or CRM

24. Save Transactions in Marketing
Platform
 Integrate Purchase History Data Real Time in the Marketing
Automation Platform
 Use Tracking Scripts to Capture Activity
 Gives You Insight into Marketing Campaign Performance
 Makes Data Actionable
 Predictability
 Trigger Automation Campaigns
 Persona Development

25. How? 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.

26. 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
 E-Commerce systems capture the email address on
purchase step in the shopping cart journey.
 The email address captured identifies the customer.

27. Call to Action
Please provide feedback for 2017-2018
School is back in session starting in September