What a great night we had talking all about marketing automation. First up was Micaela Wright from Lucid Software. Her topic was How we transitioned 12 million records to a new ESP in 8 weeks. Second, we had Ian Shields from Artimus Health. His topic was Get More From Your Marketing Automation Platform (Even If You’re Not An Ops Pro)

1. WELCOME
MARCH 20, 2019

2. UPCOMING EVENTS
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3. DARIN BERNTSONAKA “DOC”
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5. TONIGHTS AGENDA
▸ Announcements
▸ Micaela Wright
▸ Ian Shields
▸ Q&A w/ Both Presenters
▸ Giveaway
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8. UPCOMING EVENTS
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9. UPCOMING EVENTS
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30. PENNA POWERS, SLC
Digital Media Strategist
‣ Use Google Ads / Campaign Manager, Facebook Ads, and other
Display channels for client success
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‣ www.pennapowers.com/careers/
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31. CLEARLINK, SLC
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travel details, trade show materials, etc.
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‣ https://www.finch.com/our-careers/marketing-events-social-
media-manager/
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33. PURPLE, ALPINE
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‣ 3-5 yrs exp w/ marketing automation systems
‣ Every employee gets a free Purple Mattress!
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35. LET’S GET STARTED!
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36. MICAELA WRIGHT
HOW WE TRANSITIONED 12 MILLION
RECORDS TO A NEW ESP IN 8
WEEKS
GROWTH MARKETING MANAGER
LUCID
SALT LAKE CITY, UT
TONIGHTS 1ST PRESENTER:
#UTAHDMC

37. How We Transitioned 12
Million Records to a New
ESP in 8 weeks
Micaela Wright | @_micaelawright

38. 2
A Quick Intro
@_micaelawright

39. 3
A Quick Intro
@_micaelawright

40. 4
A Quick Intro
@_micaelawright

41. 5
What we’ll cover tonight
● Why we decided to switch
○ Vendor review tips
● Tips & tricks for a smooth
transition
○ Documentation
○ Organization
○ Sandbox environments
○ Data extraction

42. 6
@_micaelawright

43. 7
@_micaelawright

44. 8
Why we decided to switch
@_micaelawright

45. 9
Why we decided to switch
@_micaelawright

46. 10
The grass is not always greener
@_micaelawright

47. 11
Picking a vendor
@_micaelawright
✓ Upfront cost
✓ Recommended company size
✓ Scalability
✓ Featureset
✓ Ease of use
✓ Customization
✓ API access
✓ Customer support

48. 12
@_micaelawright

49. 13
Picking a vendor
@_micaelawright

50. 14
Once you have a short list
● Request a demo account
● Don’t trust just what your
sales rep says
● Talk to customers that are
similar in size/business model

51. 15
Tips & tricks

52. 16
Build in overlap time
HubSpot
Marketo
@_micaelawright

53. 17
Document everything

54. 18
Develop an organized action plan

55. 19
Enlist help
19
@_micaelawright

56. 20
Enlist help
20
@_micaelawright

57. 21
Enlist help
21
@_micaelawright

58. 22
Data extraction
22
@_micaelawright
● Contacts
○ Unsubscribes
○ Custom activities
○ Email clicks, opens
○ Form fills
○ Lists
● Email code
● Email benchmarks

59. 23
How SHOULD things work?
23
@_micaelawright

60. 24
Test, test, test
24
@_micaelawright

61. 25
Test, test, test
25

62. 26
IP Warm Up
26

63. 27
Odds & Ends
27
● Become friends with your IT department
● Keep sending name and email address the same
● Remove old tracking code from your website
● Explore the fun features!

64. 28
Things will go wrong
28
@_micaelawright

65. 29
Things will go wrong
29
@_micaelawright

66. 30
Things will go wrong
30
@_micaelawright

67. 31
Things will go wrong
31
@_micaelawright

68. 32
Things will go wrong
32
@_micaelawright

69. 33
Was it worth it?

71. 35
Thank you.

72. READY FOR OUR
SECOND PRESENTER?
#UTAHDMC

73. IAN SHIELDS
GET MORE FROM YOUR MARKETING
AUTOMATION PLATFORM (EVEN IF
YOU’RE NOT AN OPS PRO)
MARKETING OPERATIONS MANAGER
ARTEMIS HEALTH
SALT LAKE CITY, UT
TONIGHTS 2ND PRESENTER:
#UTAHDMC

74. Ian Shields | Utah DMC March 2019
Get More From Your Marketing Automation Platform
(Even If You’re Not An Ops Pro)
“The secret of change is to focus all of your energy, not on fighting the old,
but on building the new.” — Socrates in Way of the Peaceful Warrior: A
Book that Changes Lives by Dan Millman

75. A Little About Ian

76. My Family
Mywifewouldlikeeveryonetoknow
sheis7-monthspregnantinthisphoto.
Wehaveababygirlnow.
41
My Family
My wife would like
everyone to know
she is 7-months
pregnant in this photo.
We have a baby girl now.

77. 7 teams. 28 apps.
42 Our 7 teams, spanning Marketing and Sales, are a combination of people, technology, and processes.

78. 43

79. 44
1. Clear Organization
2. Templatize Marketing Campaigns
3. Before You “Send It”
4. Personalization
5. Tech Stack Integration
Connect with me
LinkedIn/in/iancshields

80. I only know one speed that’s GO.
1. Clear Organization

82. StandardizedNamingConventions
47
Creation date is sometimes useful and more
intuitive, which should be considered when
designing your naming convention.
“Clutter is caused by a failure to return things to
where they belong. Therefore, storage should
reduce the effort needed to put things away, not
the effort needed to get them out.”
— Marie Kondō
Active Marketing Campaigns
■ 2017
■ 2018
■ 2019
■ Continuous
● Nurture
● Web Content / Web Resources
● Web Forms
■ Drafts
■ Operational
● !Templates
● Alerts
● Data Management
● Subscription Center
● Field Value Changes
● Lead Lifecycle Processing
● Scoring
● Testing (Throw-Away)
● Test & Track
■ _Archive
■ _Learning

83. 2. Templatize Marketing Campaigns

84. MakeProjectAssemblyVeryEasy
49
Once you’ve developed a template and a streamlined
request process, you’ll be able to decrease the
development time for new campaigns. You’ll be able
to start testing and finding ways to improve
conversion rates.
Building program templates, especially ones with
many moving parts, can be a lot of upfront work, but
they are an investment that will enable your team to
scale dramatically.

85. Streamlined Request Process
50
You can bottle best practices into a template that you’ll continue to improve with ongoing use.
Slack Channel ! https://docs.google.com/forms/...

86. Tokenized Template
51
You can bottle best practices into a template that you’ll continue to improve with ongoing use.

87. Reinforce your flow patterns and mental checklists
3. Before You “Send It” Checklist

88. 53
March 5, 2018 - Salt Lake City, Utah
The Utah State Bar sent out a reminder for its
spring convention. The subject line said “2018 Spring
Convention Walk-Ins Welcome! Learn How!”
The body contained a banner for the bar association,
a picture for the spring convention, and a naked
woman shown only between the neck and belly button.
https://kutv.com/news/local/utah-state-bar-blames-human-
error-for-sending-topless-woman-photo-to-lawyers

89. Email Preflight Checklist
54
Gmail:
○ Review preheader and preview copy
○ Verify Sender details
○ From Name: Cheryl at Artemis Health (90% of the cases
- exceptions on case by case basis)
○ From Address: cheryl@artemishealth.com
○ Reply-to: cheryl@artemishealth.com
○ Verify subject line
○ Read copy top-to-bottom
○ Click thru each link and verify landing experience
○ Verify the Unsubscribe or Email Preferences include the
parameters
○ Verify UTM parameters
Marketing Automation Platform Email:
○ Review Preheader (This should be pulling in the Preview
Copy and should not be populated with unique text).
○ Review Preview Copy
○ Review company address in footer
○ Verify that the plain-text version has been beautified.
○ Note: the format for the link to the asset should be
<{{my.Asset URL}}> without any square brackets.
○ Approve and close email.
Marketo Program:
○ Verify segmentation and tokens
○ Verify target audience and schedule
○ Schedule date time
○ Approve and close email.
Checklist created by my colleague, Emily Burnett < in/emilyburnett >

90. Deliver tailored, meaningful, and relevant communications
4. Personalization

91. Segment Your Audience
56
Tell different stories to each constituency that match
their world views and needs. Define the groups you
need and ensure you have the business goals, clean
data and content to support them:
➤ Language
➤ Region
➤ Industry
➤ Time Zones
➤ Product Interest
➤ Technology
➤ Pain/Value
81% of consumers want brands to understand them
better and know where and when not to approach them.
– MarTech Today

92. 57
Amazon Prime 1-Click

93. Webinar: Register Now with One Click
58
➤ One-click registration helps to decrease form friction
– a challenge b2b conversion optimization experts.
➤ Personalize to recipient’s time zone
➤ 300% increase in webinar registration
above average
➤ 80% decrease in webinar attendance

94. 59

95. How to Suppress Fake Clicks
60
Track human email clicks = 2 filters:
Visited web page with query string (min. combination of 3 UTM parameters) + Email was delivered
http://www.utahdmc.org/?utm_source=newsletter&utm_medium=email&utm_campaign=march-2019

96. Count on your fingers the number of apps
you use EVERYDAY for your work.
5. Tech Stack Integration

97. 62
“How much of your day-to-day work
you can handle within a single tab or
window is a pretty good litmus test of
how well your technology stack is
integrated.”
—Scott Brinker, VP Platform Ecosystem
at HubSpot; Editor at chiefmartec.com

98. Your Marketing Ecosystem
63
52% of marketers say integration is still the most
challenging barrier to marketing technology success.
— Marketing Technology Trends Survey by Ascend2
and Research Partner, October 2018
The key differentiator for marketing automation
platforms will be which has the best data integrations.
This will allow marketers to intelligently orchestrate all
activities within one window.

99. Does it integrate? Yes!
64
This is deceptively oversimplified question. A basic
integration is a simple hand-off of data, an If This
Then That (IFTTT).
More advanced integrations support conditional logic
allowing for a combination of automated and
manual steps.
Sophisticated integrations allow for AI functionality.

100. 65
1. Clear Organization
2. Templatize Marketing Campaigns
3. Before You “Send It”
4. Personalization
5. Tech Stack Integration

101. Transition to being successful – Rocky/Creed
66

102. Thank you.

103. Q&A
#UTAHDMC

104.
#UTAHDMC