1. A look at
Marketing
Automation
Dan Szymczak – Director or Technology

2. What we will cover Overview of Marketing Automation Current options
Future items
Questions

3. Marketing Automation Defined
Create digital campaign(s) from start to finish, which take into account people who don’t behave the way you want them to
Traditional campaigns talk to everyone the same – no matter how they behave
Marketing Automation allows you a 2nd, 3rd... chance to interact with constituents you thought were lost causes

4. Benefits
‘Behavioral’ segmentation means you can message more personally
Reduce the work of manual sending
Message based on the interactions made, during workflows

5. But… So with that in mind, Marketing Automation is a Tool
it can be as harmful as it can be helpful
without the proper foundational elements, it can amplify the issues you already have
So with that in mind,

6. Define a good strategy Only target ‘Opted In’ supporters
Easily allow and respect a supporter’s unsubscribe
What do you want to achieve?
Activism / Lead Conversion / Re-engagement / Fundraising?
How is your data structured?
Engaging + Relevant Content
Research
Test your audience

7. Marketing
Automation
- The tool

8. Objectives

9. Initial Query

10. Workflow Elements Start point / timeframe Message Wait Decisions
End point

11. ‘Conditions’ - Rule logic

14. Into the software

15. Questions