7 reasons you need marketing automation

Presented by Vivian Swertinski | Informz

7 Reasons You Need Marketing Automation

Meet Your Presenter


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


Information Exchange Then…


Information Exchange Now…



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.


Marketing Automation = a technology timesaver

• Integrated Systems

• Advanced Targeting

• Marketing Intelligence

• Automated Campaigns


Marketing Automation Roots

Embraced by Sales and Marketing to effectively move leads through sales funnel


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!


Trending Now: Marketing Automation for

Associations & Nonprofits


Technology + Marketing Strategy


1. Align Team Goals & Vision


2. Create one to one connections


Seek first to understand…then to be understood


Seek to Understand our Audience

Is our audience a homogenous group or are there two or more distinct types?


Are you talking to me?

Personas are a tool for driving strategy


Sign me up….I’m all about you!

3. Integrated Systems


Web

Database Email

Web

Database

Email

Are you working with data silos?


Marketing Automation to the Rescue Can anyone out there help me?

4. Measure Effectiveness


Define Engagement Levels


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


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


Highly

Engaged

Least

Engaged

Measure Audience Engagement


5. Reduce Dependency on IT


Precise Targeting


1. Leverage data from

database, web, and email

activity

2. New insights – new

segments

3. New definitions

(active versus inactive)

6. Increase Efficiency


Campaign Planning and Execution


• Put your strategy into action

• Comprehensive campaign flow

• Less Manual Work

• Plug and Play technology

Drag and Drop to Create Campaign Flow


What should we automate?


Welcome Series

Nurture Series

Fundraising Appeals

Events/Conferences

Re-engagement

Renewal

7. Continuity of Programs


Process Continuity and Integrity


• 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


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!


Thank you! Please stay in touch!


Vivian Swertinski

Sr. Digital Marketing Strategist

Informz

[email protected]

www.informz.com

7 reasons you need marketing automation

Marketing

marketing automation

months track engagement

vivian swertinski informz

sales funnel

months open rate

leverage data

data silos

new insights new segments