Marketing Automation: One Step at a Time

Marketing Automation:One Step at a Time

David M. Raab

Raab Associates Inc.

January 12, 2012

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“We have a problem”

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“We have a problem”

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“We have a problem”

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“We have a problem”

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Barriers

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Barriers

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Solutions

Training#AOWEB

Solutions

Ease of Use#AOWEB

Solutions

Services#AOWEB

Solutions

Incremental#AOWEB

What Really Matters: “New Best Practices”

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Solutions

Incremental#AOWEB

Customer Management Systems

CRM/sales automationWeb site

Call center

Reports & analysisWeb visitor

tracking

Email

Direct mail

Web events

Searchmarketing

Advertising

Social media Marketing automation• database • campaigns• scoring• content mgt

Operationalsystems

Landing pages

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Really?

Step 1: Replace Existing Systems

• Test program, end-to-end

• Balance of programs

• Decommission old systems

• Party!

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Step 2: Start Making Changes

• Criteria:– Easy to

deploy– Easy to

measure– High reward– Foundation

for change

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Step 2: Start Making Changes

• Consider:– Response

reports– Landing pages– Email segments– Drip campaigns– Formal testing– Sales access

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Step 3: Make Deeper Changes

• Long-term goals:– Sales alignment– Measurement– Marketing

processes– Lifecycle

mapping– Content

development

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Foundations for Success

• Make a plan• Assign resources• Provide leadership• Build in rewards• Measure progress

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Thank You

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Marketing automation is…– Worth doing– Easier in stages– Built on best

practices

Thank You

David M. Raab

draab@raabassociates.com

www.raabguide.com

Twitter: @draab

#AOWEB

Act-On Integrated Marketing Platform

World Class E-Mail Marketing Core and

Deliverability

• 3rd Generation Email

• No Extra Cost for Deliverability

Complete Set of Tools on One Platform

• Drip, Web Analytics, Landing Pages, Forms, Scoring, CRM Integration, Social Media, Reporting and More…

• Focus Usability, Simplicity and Manageability

Approach and Terms that Work

• Start Simple, Automate at Own Pace

• Affordable Pricing; Month-to-Month Contracts

• Live Customer Support – At No Additional Costs

Thank You!

Within 24 hours: You will receive an email with

white paper, webinar recording, slides and Act-On Information.

Learn more about Act-On:Join our weekly 30-minute live demoAnd more: www.actonsoftware.com