Marketing automation has arrived in the association industry and so many organizations are asking us for help in understanding the choices out there and how organizations are proceeding, that we put together a how & why webinar to go through options, considerations and examples.

1. Industry Trends:
Why Associations are
Adopting Marketing
Automation
Suzanne Carawan
Chief Marketing Officer
HighRoad Solution

2. What Is It?
Marketing automation is a category
of technology that allows companies to
streamline, automate, and
measure marketing tasks and
workflows, so they can increase
operational efficiency and grow
revenue faster.

3. Who Does It?
• Email companies
• CRM companies
• CMS companies
• MA companies
• PR tech companies
• Social media/community companies
• Do we do this now?

4. • What does it get you?
• Better email?
Why Marketing Automation?

5. Where Are We Today?

6. What Will Change?
Multi-Channel Mindset
(Operational)
Data-Driven Mindset

7. Why Do It

8. • #1 Reason No One Wants to Say:
REVENUE
• Better forecasting
• Understanding from whence people
came to buy
• Better ability to close the sales
process
Why Do It

9. How Can I Know You?
• Build the most comprehensive profile possible of
a user’s preferences, demographics & activities
Gain greater member insight
• 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
• What’s the real goal of marketing automation?
Drive new leads that convert to revenue

11. Fundamentals of
Marketing
Automation

12. 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--Engagement

13. Ask Yourself
• 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?

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

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

16. 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

17. Trip Wires for Associations
• Email
• Email
• Email
• Digital advertising
• Email
• Did we say email?
• Metrics
• Treating it like a tool
• Not giving the advice
Bonus Material!
Download your copy to see the
results

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

19. 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

20. Top Reasons to Get
Marketing Automation
• Your customer buying process lasts longer than a week
• Sending emails alone does not seem to drive sales
• Your marketing department does not have enough time to do everything
they need to do with their current resources
• You sell different products or services to different demographics
• You want to send different messages to different titles and industries
• You can’t tell if you should be spending more or less money on marketing
• Your sales people are complaining about the quality of leads your
marketing team is delivering
• You want to know which of your marketing campaigns are the most
effective
http://venturebeat.com/2014/11/11/email-marketing-vs-marketing-automation-
whats-the-big-diff/

21. Case Study:
CFMA

22. 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

23. 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

24. 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?

25. 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

26. 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

27. Results

28. Marketing Automation for Associations
Contact us: HighRoad Solution
Name: Suzanne Carawan
Phone: 703.297.8480
Email: scarawan@highroadsolution.com
www.highroadsolution.com
www.highroadu.com