The basics of Marketing Automation are presented along with three shifts that are being seen in the association/non-profit marketing market that organizations need to adopt. Several types of marketing automation programs are explained. Keys to marketing automation success involve segmentation, aligning operations to buyer behavior and using journey maps and buyer personas to better understand who you are targeting and what will entice them to take action.

1. Marketing Automation
Understanding the Basics.

2. Definition of Marketing
Automation
Marketing automation refers to software platforms designed for marketing departments and organizations to
automate repetitive tasks.
Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and
outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases
efficiency and
reduces human error.
Originally focused on email marketing automation, marketing automation refers to a broad range of automation
and analytic tools for marketing.[1]
streamline sales and
marketing organizations by replacing high-touch, repetitive manual
The use of a marketing automation platform is to
processes with automated solutions.
-Definition from Wikipedia

3. Ultimate Goal of
Marketing Automation:
Live Your Life.

4. Hyped Definition
Email Marketing on Steroids.

5. There‘s Something Bigger Going
On
Where’s It All Heading?

6. 3 Seismic Shifts Underway
1) Moving to Data Ecosystems
2) Becoming User-Centric
3) Moving to Lead-Conversion
Mindset

7. 1) Data Ecosystem—
Moving towards Big Data

8. Benefits of Data Ecosystem
• Give the People What They Want:
Allow use of best-of-breed
applications that are the best fit for
end users & staff
• Make Data Accessible:
Collect data & ―free it up‖ so that it
can be aggregated and analyzed

9. What‘s This Likely Mean to U?
• Bigger budgets needed for the right tools
• Stop with the ―it‘s good enough‖ and the
―one day‖
• Staff that all have the basics in
understanding data, applications &
reporting from a user-centric viewpoint
• Ability to shift work to being creative

10. 2) Becoming User-Centric
• Really understanding
segmentation:
– Buyer Personas
– Niche Groups to
Grow/Sunset/Nurture
• Processes that are created
around the target segments
• Organizational discipline

11. User‘s Journey Map
3
6
4
5
2
1

12. Customer Journey Map
Customer Expectations
Easily find information & resources online to help
educate our organization on best practices.
Vendors have information online about
their solutions, pricing and differentiation.
Can speak to customers in our
industry about their experience.
Documentation is available
and clear regarding install.
Online support community,
FAQ; service-level-agreement.
Customer Experience Journey
BUYING
PROCESS
CUSTOMER
GOALS
DISCOVERY/RESEARCH
EVALUATION/COMPARISON
(30-90 Days)
(14-30 Days)
1. Learn best practices for top companies
2. Find information & resources that help educate
and prepare company for a new project
1
TOUCHPOINTS &
EMOTIONAL
RESPONSE
2
3
4
CUSTOMER
THOUGHTS
IMPLEMENTATIO
N (14-21 Days)
DECISION/PURCHASE
(30-60 Days)
1. Build Business Case for formal project approval
2. Determine requirements and short-list of vendors
3. Create RFP and invite vendors to present solutions
Online Research – Pleased to Find Info
(Google Searches, Analyst Firms, Blogs,
Tech Reviews, etc.)
5
Website Visit - Excited to Get Resources
(Sign Up to Get Content - Video, Webinars,
Whitepapers, Case Studies, etc.
6
Call from Sales Representative - Annoyed
Typically annoyed as not ready for sales call,
ask to be called back in a few months.
7
Live Chat with Us – Disappointed
Initial questions answered promptly, but
wish we would reveal pricing on live chat.
 Why isn‘t there more info available online for
solutions for our industry?
 Do we have budget for this project?
 How long will this take to implement?
 Who are the key players in the market?
 What are our competitors doing about this?
8






1. Determine ROI/TCO for project
2. Select a vendor to conduct pilot program
3. Negotiate contract with favorable terms
Talk to Other People – Get Excited About Us
(Find Facebook Fans, Twitter Followers,
LinkedIn Connections, Quora Answers, etc.)
9
Product Demo with Sales – Overwhelmed
(Happy with product but get stressed out that
they are not ready to start this initiative yet.
1
0
Lead Nurturing Email Campaign – Upset
Feel they get too many emails from us too soon
and 20% unsubscribe from all emails from us.
1
1
1. Get system up-and-running
2. Integrate other applications
3. Train users and drive adoption
Get Buy-In from CFO – Stressed
Don‘t know how to predict ROI/TCO
and we don‘t help them much.
1
2
Select Vendor – Relieved
(After many demos and internal meetings,
happy to select a vendor.
1
3
Negotiate Contract – Conflicted
Want to get best possible pricing but
don‘t want to sign a multi-year deal.
1
4
SUPPORT/RENEW
(Lifetime Average: 3 Years)
1. Get timely resolution to support requests
2. Minimize price increases at renewal
Kick-Off Call – Excited
Enthused and ready to
get project going.
1
5
Phase 1 – Pleased
Work with customer success
team to get phase 1 launched.
1
6
Support – Satisfied
Getting help but want
faster response time.
Renewal – Content
Unhappy with price
increase on renewal but
happy with added
features and value.
Integrations – Disillusioned
Disappointed that integrations are
more costly than anticipated.
Speak to Analyst Firm – Reassured
Re-engage with us happily once they have
assurance from reputable firm.
What are our requirements? Do we need to do this now?
Who should be on our short-list of potential vendors?
What features and functions are available?
How will this integrate with our existing infrastructure?
What do industry analysts think of each vendor?
How do I build the business case for this purchase?






Will this vendor be around in 5 years to support us?
What is the expected ROI/TCO for this program?
What does post-purchase support look like?
Are there any options for payment terms?
Will we be locked into a long-term contract?
Are there any reference customers in our industry?




How do we need to staff this program?
What is timeframe to go-live?
Where are the support documents?
I thought the implementation would be
easier than this!
 Our business users better adopt this.
 Why don‘t you contact us before auto-renewing
our account?
 I have to wait on hold WAY too long to speak
with a customer support rep.
 Why do I have to pay extra for support?
 Can we get a discount for a 3-year deal?
Pleased
Pleased
2
OVERALL
CUSTOMER
EXPERIENCE
1
2
5
Satisfied
8
1
1
0
1
3
1
4
6
Upset
4
7
3
9
1
1
1
5
1
6
Satisfied
Upset
Recommendations
IDEAS TO
IMPROVE
 Provide industry ‗solutions‘ and case studies on
corporate website.
 Create business case template for buyers to use
 Don‘t assign to sales so quickly




Develop an RFP and buyer‘s guide to facilitate buying process
Simplify demo to reduce stress and anxiety
License Analyst firm research study or vendor profile
Reduce number or frequency of nurturing emails
 Get SAS70 certification to remedy security concerns
 Build ROI/TCO calculator to facilitate buy-in
 Consider monthly billing with no contract option
 Improve implementation guide and AP
documentation I for custom integrations
 Build ―Quick-Start‖ consulting offering
 Audit customer support resolution times
 Develop a service-level-agreement that aligns to
our brand promise of efficient service.

13. 3) Moving to Lead-Conversion
Mindset

14. 3) Lead Conversion Mindset
• Separates lead generation
between new and loyalty
programs
• Intensely data-driven
• Experimental in nature
• Strategic use of discounting
• Deep understanding of
segmentation and campaigndriven (not mass market)

15. How Do You Get Started?
What’s It Really Look Like?

17. Examples of MA Campaigns
•
•
•
•
•
•
Welcome New Members
Renewals
Birthdays/Anniversaries
Event Marketing
Publications
Continuing
Education/Certification Program
Marketing
• Reward Programs

18. Welcome Programs

20. Modify HTML/Text/Mobile

21. Win-Back Campaigns

22. Keys for Marketing Automation:
1)
2)
3)
4)
Change in mindset!
Well-defined audience
Well-defined campaign
The right tools for automation
& reporting
5) Discipline

23. Ultimate Goal of
Marketing Automation:
Live Your Life.

24. November is Automation Month!
•
•
•
11/18: Multi-Touchpoint Messaging
11/19: Automating Re-marketing of Content
11/25: Automating Social Marketing
•
Register: HighRoad/Resources/HighRoadU