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Tara Youngblood

By: Tara Youngblood on December 14th, 2016

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The Transition to Marketing Automation: Case study

Email Marketing | Marketing Automation

mailto:demo@example.com?Subject=HighRoad Solutions - interesting article

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Construction Financial Management Association did the big leap like many associations today and transitioned to Marketing Automation.

Founded in 1981, CFMA is dedicated to bringing together construction financial professionals and partners. The key thing about this particular association is that they are a small staff, with a huge vision and wanted to do more but didn't have the capacity to do it. 

Some of  the challenges that CFMA faced were; identifying and converting new members, full access to data, getting existing members to spend more money with them, engagement, and getting in front of  people without having their actual email address.  After realizing these challenges CFMA decided it was time to transition into Marketing Automation. 

Before fully committing to Marketing Automation you have to make sure you are ready. Do you have the appropriate content to attract members, do you have social media programs that are synced with your calendars, or have identified your target market and specific personas?

The first step for CFMA was to create a digital marketing road map to transition from email marketing to marketing automation. From there we were able to consolidate marketing data sources into MA and expose the data model to the marketing team. 

Results from the solution showed that the marketing team is now empowered to execute ad hoc queries to build integrated marketing campaigns. They have also seen a great growth in improved open rates, and increased lead/prospects. 

The overall purpose of marketing automation is to get in front of people who you don't know but you have already recognized that they are interested in your product. As marketers we want to know who these people are and build a program around them. 

 

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