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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 automationWeb site
Call center
Reports & analysisWeb visitor
tracking
Direct mail
Web events
Searchmarketing
Advertising
Social media Marketing automation• database • campaigns• scoring• content mgt
Operationalsystems
Landing pages
#AOWEB
#AOWEB
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
#AOWEB
Marketing automation is…– Worth doing– Easier in stages– Built on best
practices
Thank You
David M. Raab
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
