The marketing automation craze has finally hit the association market! Whether you're getting calls from vendors that you've never heard of, or hearing about great metrics that other associations are getting, everyone seems to want to talk about marketing automation! Since we are the only digital agency in the association space that provides implementation, integration and strategic consulting services around marketing automation (and because we offer more than 1 platform, we aren't biased towards only pushing one software product), we thought we should step up to the plate and offer to everyone the basics of marketing automation in a free workshop.

Marketing Automation allows you to segment your audience by using the data you already have about them.  You can then personalize their experience with your organization.  The infographic below shows a basic outline of how marketing automation can personalize the sales cycle.  Marketing and sales teams can then target leads faster and more effectively.

It seems everyone is talking about marketing automation these days.  More and more organizations are implementing and using it in their marketing strategies.  When it comes to choosing a marketing automation system, there are many options available.  It can be confusing trying to figure out which platform will best serve your organization's needs.  If you are thinking about making the move to marketing automation, sit down with us for an hour as we discuss what marketing automation can do for you and what you need to consider before choosing a platform.  Our webinar "What To Consider In A Marketing Automation Platform" is free and always available On-Demand at HighRoad U.

I have heard many times this year from either clients or prospects that they are looking for a CRM and so a Marketing Automation platform isn’t really needed. So I went searching for reasons why this isn’t true and why it is better if they are together.

Many associations today are beginning to make the move to marketing automation.  We thought it might be helpful to review exactly what marketing automation is, what it's not, and whether your association is ready for it.  Our ASAE Lunch Learning Webinar "Are You Ready For Marketing Automation?" provides an overview of what marketing automation is and showcases associations who have already successfully implemented it to market their certification, education, event, and content programs.

When considering different marketing automation systems, it can be tempting to allow platform cost to outweigh the features and functionality needed to ensure success now and in the future for your organization.  After all, there are limits to an organization's resources.  However, if you only focus on the short term requirements for potential systems, you may find that down the road your marketing automation system is unable to grow with your organization's needs.  An article, written by Patrick Groover at Marketo, lists 9 questions to consider when deciding which system will be right for you.  These questions will help ensure that the investment you make today will continue to sustain and support your marketing strategies tomorrow.