Helps marketers understand the how to implement marketing automation and what warns what could go wrong.

1. We Help You Sell More!

2. The 21st Century
Marketing Paradox
Production
Presence
Marketing Cost Structure

3. The 21st Century
Marketing Paradox
Production
Presence
Marketing Cost Structure

4. The Automation Solution
▸ Automate repetitive steps
▸ Increase data flow and sharing
▸ Reduce human error
▸ Achieve greater message
relevancy
▸ Possible increase in sales
and conversions – positive
correlation between
relevancy & success.

5. Types of Marketing Automation
Workflow
Segmentation/
Personalization
Message Development
Analytics & Intelligence

6. Data Drives Automation
Demographic
Behavioral
Timing
Transactional
Workflow
& Content
Production
Segmentation -
Personalization
& Analytics
Data Inputs
Automation Processes

7. Marketing Automation
Workflow
▸ Originally defined as user prompts
▸ Expanded to include campaign
development and execution
▸ Timing: campaign execution based on
website behavior
▸ Data: campaign execution based on
data point, i.e. birthday, anniversary
etc.

8. Message Development &
Compilation
▸ Difficult to automate– Requires
thought and creativity
▸ Best used to repurpose web
content for other channels such as
email
▸ Overlaps segmentation processes
based on product or article
recommendations
▸ Dynamic content: specific
personalization.

9. Segmentation &
Personalization
▸ Most important automation for message
relevance
▸ Delivers the greatest ROI
▸ Requires constant monitoring and
adjustment
▸ As customers continue to interact,
they provide valuable information for
further segmentation. Continuously
monitoring this will strengthen the
lines of communication.

10. Analytics & Intelligence
▸ Analytics=raw: includes stats like page
views, clicks, geo location etc.
▸ Intelligence is refined analytics.
Interprets stats for automation.
▸ Analytics and intelligence are worthless
if they are not actionable
▸ Overlaps segmentation and
personalization

11. All Processes Are Connected
Workflow
Segmentation
Analytics
Message
Development
-Perfect automation is
very difficult to
achieve.
“The Sweet
Spot”

12. Process Is Key
Broken Manual Process
=
Broken Automation Process
▸ Requires planning
▸ Perfection is achieved one process at a time
▸ All executives who have implemented
marketing automation agree on this

13. Automation Is Not A Cure All
▸ Will not solve process problems
▸ Will not solve data problems
▸ Will not solve content problems
▸ Will not solve segmentation problems

14. Caveat: Data Quality
@
▸ Data Types:
• Demographic
• Transactional
• Behavioral
• Timing
▸ Data will immediately determine
automation success or failure
▸ Freshness and timeliness are a must

15. Success Factor: Data Quality
▸ Keep demographic data current
▸ Use data enhancement services and surveys regularly
▸ Proper capture and transfer of timing data – membership
anniversaries, last conference attended
▸ Capture behavioral data that has the most impact

16. Caveat: Integration
▸ Integration is a must do
▸ Batch vs. Real Time
▸ Real Time is not always necessary.
Batch solution is best for data such
as demographics.
▸ Multiple ways to integrate – full API
integration is not always necessary.
Other options: query string, landing
page, gather data from web forms

17. Success Factor: Integration
▸ Integrate and test one data source at a
time.
▸ Make personal data actionable
▸ For Example: Anniversary reminders
sent 2 weeks prior to the actual
date. Both pieces of information
must be utlized.

18. Caveat: Content
Development Processes
▸ Achilles’ heel of marketing
automation – hardest process to
automate
▸ Inverse relationship with other
processes: More automation =
more content development
▸ Hard to outsource because quality
assurance is paramount

19. Success Factor: Content
Development
▸ Applied to whole messages or parts:
Different messages for different situations
vs data points/dynamic content
▸ Automated content needs to be revised
often
▸ Quality assurance is a must
▸ Requires large time investments

20. Caveat:
Segmentation Processes
▸ Greater detail = better results
▸ Understand where to use short and long-
term segments
▸ Short Term: behavior based
▸ Long Term: demographic based
▸ Combine multiple data types for micro-
targeting: example: age and gender
combined with behavioral activity.

21. Success Factor:
Segmentation
▸ Establish clear goals for segmentation
(long-term segments should mirror
your customer base)
▸ General data such as age, location,
gender etc.
▸ Understand how to refine segments
using data combos and based on

22. The True Goal of Automation
Right Message Right Person Right Time Right Channel
The 4-R Strategy

23. Generic Automation Features
Feature Automation Category
Dynamic Content Segmentation/Message
Development
PURLs Segmentation/Message
Development
Triggered Campaigns Workflow/Intelligence
Scoring Intelligence
Action Based Messaging Workflow/Intelligence
Web/RSS/Email-to-Email Message Development
Dynamic Lists Segmentation
Time Released Campaigns Workflow

24. Your Next Steps

25. Step 1:
Focus On Pain Points
Pain Point Cause Desired Outcome
Waning
Membership
Renewals
Understanding
value propositions
Increased renewal
rate
Low member
engagement
Message relevance Increased
engagement
Identifying
influential members
Lack of process Increased social
media mentions
Communications
between
conferences
Lack of content Increased branding
and loyalty
Association Example:

26. Step 2: Develop A Process
▸ Develop a process to solve pain
without automation
▸ Requires cross departmental
consensus
▸ Understand cross process
bottlenecks

27. Step 3: Apply Automation
Three questions need to be answered:
1. What types of data will you need?
2. What types of segmentation and
formulas will you use?
3. How will your messages be
developed?

28. ▸ Automation is necessary to achieve
the 4-R Strategy. Right Message, Right
Person, Right Time, Right Channel.
▸ Automation won’t solve broken
processes.
▸ Slow and steady wins the race.
Conclusion

29. Contact Us
http://www.GoldLasso.com
Yotam Derfler
yderfler@goldlasso.com
(240) 252-4861
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