7 reasons you need marketing automation

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

Email

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

swertinski@informz.com

www.informz.com