asae lunch learning webinar: the digital black box using technology to bring new sales opportunities...
TRANSCRIPT
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The Digital Black
Box: Using
Technology to Bring
New Sales
Opportunities to
Light Suzanne Carawan
Chief Marketing Officer
HighRoad Solution
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• Have disconnects between what the marketing or communications team
is doing and how the registrations, product purchases and certification
course enrollments are showing up? Follow a standard 4-send email
sequence before every event? Want to understand which sources are
really referring you web traffic so that you can understand where leads
originate? If so, you’re not alone! This webinar will expose marketing
automation as a tool that can shed light on how individuals are
interacting with all of your digital touchpoints—web, email, social and
more—so that you can understand buying signals
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• Change in people’s buying patterns
is forcing the need for associations
to split out marketing &
communications
• Historically strong in
communications & not in marketing,
or blended
Association Industry
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Marketing v.Communications
http://smallbusiness.chron.com/marketing-vs-communications-differences-45854.html
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• Long Newsletters
• Press Releases
• Advocacy Efforts/Legislative
Communications
__________________________
• Events
• Membership
• Professional Development Programs
• Publications
“Marcomm”…Shudder
Marketing/Business
Communications/Journalism/English
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• Communications: Convey the Right Message to
the Right Person at the Right Time
Risk Averse
Responding too Quickly
• Marketing: Strategically place the product at the
right price with the right incentive in front of the
right person
Risk Taker
Missing the Market Window of Opportunity
Is it Time to Split Up?
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Who is in Sales?
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• Membership
• Events
• Professional Development
• Publications
• Research
Where Does Sales Fit?
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Why Now
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Forced Growth in New World
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• 70% making buying decisions
without you
Two Questions:
1) How do you muscle into their
decision making?
2) Are you in their consideration set?
Buying Decisions
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• Leverage digital tools to capture &
analyze digital footprint
• Analyze behavior to make
hypotheses as to who is where in
their buying cycle
Gain Insight
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Need Real Marketing Automation
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Marketing Automation Tools
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Understanding Behavior
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Gain Insight
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Add to a Sales Pipeline for
Membership Acquisition
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Grow Revenue
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• Use marketing automation platforms
to help digitally transform your
association
• Apply digital marketing best
practices to capitalize on today’s
buyer
Gain Insight. Grow Revenue
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Marketing Technology for Associations
Contact us: HighRoad Solution
Name: Suzanne Carawan
Phone: 703.297.84840
Email: [email protected]
www.highroadsolution.com
www.highroadu.com