HighRoad Solution 2016 Marketing Automation Workshop Presentation

Marketing Automation
Workshop
September 22nd, 2016

Housekeeping
Chat with questions
Resource page with slides & recording
5 minute breaks every 20 minutes

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

Case Study
Construction Financial Management Association moves from
Email Marketing to Marketing Automation

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

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

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?

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

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

Today’s Marketing
Mindset
This is Not Your Father’s Mass Marketing

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

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

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

HighRoad Solution 2016 Marketing Automation Workshop Presentation

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

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?

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

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

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

Basics of Marketing
Automation for
Associations
(And Why It’s Different)
Maneesha Manges

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

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

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

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

Personalization
The Gateway to Marketing Automation
Adam “Megatron” Higgins
MarTech & Renaissance Man

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.

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

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

Why are cookies awesome?
 Contact Identity
 Form Pre-Population
 Dynamic Web Page Content without Login
 Tracking Web Activity
 Tracking Conversions
 Re-Targeting Ads

What is a cookie?
Cookies stores information on your computer or phone by
a website you visit.
 Cookies are browser specific

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

What is in the Cookie?
 Cookie Name
 Website
 Value
 Duration

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

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

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.

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

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

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.

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.

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.

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.

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.

MAP Web Activity Script Name
Marketo
• Munchkin
Act-On
• Beacon
Hubspot
• Tracking Code

Where does the
Script go?
The scripts go in the bottom of page
before the ending </body> tag.

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.

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

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

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

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.

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

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

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

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

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?

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?

Marketing Tech Stack Examples
 AMS
 Ecommerce
 Marketing Automation
 Social Platform
 CMS
 Event Marketing
 Newsletter Workflow
 Blog

Draw Your Marketing Tech Stack

Planning for MA
Jumpstart Your Success

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

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?”

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.)

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?

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?

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

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 … …

Budget Considerations
Own, Lease or Lease-to-Buy?

What’s In the Budget?
 MA Platform
Integration(s)
Consulting/Retainers
Staff

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

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?

Integrating MA—No Checkbox
Integration
AMS
Website (CMS)
E-Commerce
Social

AMS
Who is your audience?
Prospects (Leads)
Customers
Members

AMS
Where does your audience reside?
AMS
CRM
Other

Website
What actions do you need to track?
 Page Views
 Downloads
 Video Plays
 Social Shares

e-Commerce
Will purchase history trigger automation
sequences?
Yes
No

Consulting/Retainers
Graphic design
Content mapping
Buyer’s journey
User persona development
Funnel management
SEO/SEM
Copy writing
Email marketing
Lead scoring mapping
Set up of automation
sequences
And on and on…..

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?

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

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:

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:

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:

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:

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:

MA Budget List
# Contacts at cost per contact
Dedicated IP
Onboarding training
Integration
Graphic design
Retainer

Total Budget Worksheet
Program
Name
Data
Validation &
Research
# Contacts &
Cost Per
Contact
Digital
Advertising
Live Event Print/Direct
Mail

Expected Results Worksheet
# hours saved
KPI dashboard
# known visitors
% conversion
# new contacts
Cost per contact acquisition

Now It’s Your Turn
Build the Case using our template
Visit us during Office Hours
Be resolute!

HighRoad Solution 2016 Marketing Automation Workshop Presentation

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HighRoad Solution 2016 Marketing Automation Workshop Presentation