Presented by Vivian Swertinski | Informz
7 Reasons You Need Marketing Automation
Meet Your Presenter
7 Reasons You Need Marketing Automation
Vivian Swertinski
Sr. Digital Marketing Strategist
Informz
Goals for today
Understand Marketing Automation
See the value of using these tools
Encourage you to share with your teams
7 Reasons You Need Marketing Automation
Information Exchange Then…
7 Reasons You Need Marketing Automation
Information Exchange Now…
7 Reasons You Need Marketing Automation
7 Reasons You Need Marketing Automation
The Marketer’s Challenge:
Staying relevant
&
making one to one connections
across multiple data sources
Solution: Marketing Automation
Marketing automation is software and marketing
strategy to help organizations more effectively
market on multiple channels online
and automate repetitive tasks.
7 Reasons You Need Marketing Automation
Marketing Automation = a technology timesaver
• Integrated Systems
• Advanced Targeting
• Marketing Intelligence
• Automated Campaigns
7 Reasons You Need Marketing Automation
Marketing Automation Roots
Embraced by Sales and Marketing to effectively move leads through sales funnel
7 Reasons You Need Marketing Automation
Prospects
Sales Lead
Buyer
Marketing Automation has been successful for B2B
Lead Generation.
It’s time to put this technology to work for your
organizations!
7 Reasons You Need Marketing Automation
Trending Now: Marketing Automation for
Associations & Nonprofits
7 Reasons You Need Marketing Automation
Technology + Marketing Strategy
7 Reasons You Need Marketing Automation
1. Align Team Goals & Vision
7 Reasons You Need Marketing Automation
2. Create one to one connections
7 Reasons You Need Marketing Automation
Seek first to understand…then to be understood
7 Reasons You Need Marketing Automation
Seek to Understand our Audience
Is our audience a homogenous group or are there two or more distinct types?
7 Reasons You Need Marketing Automation
Are you talking to me?
Personas are a tool for driving strategy
7 Reasons You Need Marketing Automation
Sign me up….I’m all about you!
3. Integrated Systems
7 Reasons You Need Marketing Automation
Web
Database Email
Web
Database
Are you working with data silos?
7 Reasons You Need Marketing Automation
Marketing Automation to the Rescue Can anyone out there help me?
4. Measure Effectiveness
7 Reasons You Need Marketing Automation
Define Engagement Levels
7 Reasons You Need Marketing Automation
Email Activity (open, clicks, social shares)
Website Activity (form submits, downloads, page views)
Database Activity (loyalty, referrals, volunteer)
Define the criteria for each engagement level
7 Reasons You Need Marketing Automation
Participation = Registered for 2+ events in past 12
months
Open Rate = 35%, Click Rate = 20%
Website Activity = 1+ form submissions/ download
in past 6 months
Track Engagement Levels
7 Reasons You Need Marketing Automation
Highly
Engaged
Least
Engaged
Measure Audience Engagement
7 Reasons You Need Marketing Automation
5. Reduce Dependency on IT
7 Reasons You Need Marketing Automation
Precise Targeting
7 Reasons You Need Marketing Automation
1. Leverage data from
database, web, and email
activity
2. New insights – new
segments
3. New definitions
(active versus inactive)
6. Increase Efficiency
7 Reasons You Need Marketing Automation
Campaign Planning and Execution
7 Reasons You Need Marketing Automation
• Put your strategy into action
• Comprehensive campaign flow
• Less Manual Work
• Plug and Play technology
Drag and Drop to Create Campaign Flow
7 Reasons You Need Marketing Automation
What should we automate?
7 Reasons You Need Marketing Automation
Welcome Series
Nurture Series
Fundraising Appeals
Events/Conferences
Re-engagement
Renewal
7. Continuity of Programs
7 Reasons You Need Marketing Automation
Process Continuity and Integrity
7 Reasons You Need Marketing Automation
• Fully documented campaign flows
• No Missed Opportunities
• Process continuity and integrity
• Marketing Efficiency and Effectiveness
Continuity of Programs
7 Reasons why you need Marketing Automation
7 Reasons You Need Marketing Automation
1. Align Teams Goals / Vision
2. Create a one to one experience
3. Integrated Systems
4. Measure Effectiveness
5. Reduce dependency on IT team
6. Increased Efficiency
7. Continuity of Programs
Questions?
Send them through the chat box!
7 Reasons You Need Marketing Automation
Thank you! Please stay in touch!
7 Reasons You Need Marketing Automation
Vivian Swertinski
Sr. Digital Marketing Strategist
Informz
www.informz.com