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Act-On presented a webinar titled Marketing Automation: One Step at a Time, in which David Raab of Raab Associates Inc. outlined an incremental approach to deploying marketing automation. Marketers have been told that in order to implement marketing automation they’ll have to reinvent their programs and processes, causing disruption and uncertainty. But David showed us how using a gentle, incremental approach transforms marketing automation adoption from a demanding leap to a manageable flight of steps.
Citation preview
Marketing Automation:
One Step at a Time
David M. Raab
Raab Associates Inc.
January 12, 2012
#AOWEB
“We have a problem”
#AOWEB
“We have a problem”
#AOWEB
“We have a problem”
#AOWEB
“We have a problem”
#AOWEB
Barriers
#AOWEB
Barriers
#AOWEB
Solutions
Training #AOWEB
Solutions
Ease of Use #AOWEB
Solutions
Services #AOWEB
Solutions
Incremental #AOWEB
What Really Matters: “New Best Practices”
#AOWEB
Solutions
Incremental #AOWEB
Customer Management Systems
CRM/sales
automation Web site
Call center
Reports &
analysis Web visitor
tracking
Direct mail
Web events
Search
marketing
Advertising
Social media Marketing
automation
• database
• campaigns
• scoring
• content mgt
Operational
systems
Landing pages
#AOWEB
#AOWEB
Really?
Step 1: Replace Existing Systems
• Test program,
end-to-end
• Balance of
programs
• Decommission
old systems
• Party!
#AOWEB
Step 2: Start Making Changes
• Criteria:
– Easy to
deploy
– Easy to
measure
– High reward
– Foundation
for change
#AOWEB
Step 2: Start Making Changes
• Consider:
– Response
reports
– Landing pages
segments
– Drip campaigns
– Formal testing
– Sales access
#AOWEB
Step 3: Make Deeper Changes
• Long-term goals:
– Sales alignment
– Measurement
– Marketing processes
– Lifecycle mapping
– Content development
#AOWEB
Foundations for Success
• Make a plan
• Assign resources
• Provide leadership
• Build in rewards
• Measure progress
#AOWEB
Thank You
#AOWEB
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 demo
And more: www.actonsoftware.com
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