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Marketing Posts

Is Marketing Automation Going to Take Away My Job?

Written by Courtney Ellis on August 23, 2018 at 8:06 AM | 3 minute read

It’s a valid fear – as marketing automation adoption increases, many seasoned marketers are wondering if they’re automating themselves out of a job.

The short answer is no. Automation can be the best piece of technology in your toolkit, enabling you to work faster and more efficiently and create content that is befitting of your amazing subscribers.

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Topics: Engagement, Marketing, Customer Engagement, Member Engagement, Email Deliverability, Email Marketing, Marketing Automation

Your Guide to Building Automated Campaigns with Integrated Data

Written by Shayna McGroggan | on August 16, 2018 at 7:59 AM | 7 minute read

I’m a big fan of 80s fantasy films. In the movie The Princess Bride, one of my favorite scenes is when Inigo starts to question Vizzini’s grasp of the vernacular after hearing him use the word “inconceivable” multiple times to describe things that were clearly coming to fruition anyway. He gives Vizzini a puzzled look and says “You keep using that word. I do not think it means what you think it means.”

Refresh for those of you who are having a very Vizzini day:

in·con·ceiv·a·ble

Defined as not capable of being imagined or grasped mentally; unbelievable.

When you hear the term “integrated data,” what comes to mind? It may not mean what you think it means.

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Topics: Engagement, Marketing, Marketing Automation, Online Community, Integration

14 of Our Favorite Examples of Storytelling in Marketing

Written by Elizabeth Bell on July 26, 2018 at 8:20 AM | 10 minute read

When was the last time you saw a commercial that made you cry? Maybe it was one of those gems during the Super Bowl, or maybe you’re not the crying type – either way, what’s the secret behind these stirring commercials? When you think about it, it’s odd that we’d cry over something (not you, non-cryers) that’s simply advertising a product or service for purchase.

So, what is it about certain commercials that tug at our heartstrings?

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Topics: Engagement, Marketing

5 Smart Tips to Strengthen Your Automated Emails and Increase Conversions

Written by Sara Maloney on July 19, 2018 at 8:16 AM | 4 minute read

Everyone uses email. Not everyone loves email, but everyone uses it today nonetheless. Why? Because it’s the main way we receive valuable communications.

But, how many times a week do you scroll through your inbox and think, "Why am I receiving emails about something completely irrelevant to me?" or "Why am I being sent this email asking me to register for an event that I already registered for?"

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Topics: Engagement, Marketing, Associations, Member Engagement, Email Marketing, Marketing Automation

5 Marketing Automation Features You Need to Start Using Today

Written by Shayna McGroggan | on July 12, 2018 at 8:30 AM | 5 minute read

In the survey we did for our recent State of Marketing Automation: Association Benchmark Report, we asked associations what additional marketing automation features they’re using. We discovered that many of them aren’t making use of certain features that could be taking them to the next level.

If you pair this with our finding that one of the biggest marketing automation challenges for associations is a lack of platform knowledge, it starts to look like associations might not be making use of these essential features because they don’t realize what they can do.

Without these features, it’s difficult to make your marketing automation campaigns shine.

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Topics: Engagement, Marketing, Member Experience, Marketing Automation

What Do Vanity Metrics Have to Do with Marketing Automation Goals?

Written by Shayna McGroggan | on June 28, 2018 at 8:06 AM | 5 minute read

Higher Logic recently released our 2018 State of Marketing Automation: Association Benchmark Report. When I got a chance to pore over the results, I saw a lot of fascinating responses from the survey portion of the report. We asked about all sorts of things, like how they used marketing automation and what their goals and successes were. We also asked about any challenges they were facing.

Those who answered this last question gave some answers we’d expected, like lack of understanding about their software, or the difficulty of finding a platform that fit their needs or skill level perfectly.

But an answer I didn’t expect to see was that they were struggling with their open rates and engagement with the emails in automated campaigns. This was the third most common response for the question – that really made me start to think.

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Topics: Engagement, Marketing, Member Experience, Email Marketing, Marketing Automation

14 Blogs and Podcasts that Will Keep You Current on Online Community and Marketing Automation

Written by Elizabeth Bell on June 14, 2018 at 8:10 AM | 5 minute read

In today’s digital world it can be hard to know which resources to rely on, especially when there’s new stuff coming out all the time, and there’s so much pressure to constantly consume. How can we keep up with the technology world but also filter out the things that aren’t useful?

Since we live in a review economy, you’re probably used to checking out what other people say about a restaurant, book, etc. before you buy it. That’s a little harder to do when it comes to resources, so we wanted to make it easier for you and create a trusty list of blogs and podcasts that we follow for updates about communities and marketing automation.

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Topics: Marketing, Marketing Automation, Online Community

You Could Just Set It and Forget It with Marketing Automation…But Don’t!

Written by Shayna McGroggan | on June 5, 2018 at 8:10 AM | 4 minute read

If you are under the impression that “set it and forget it” is a successful strategy for using marketing automation software, I release you from this spell.

People will say one of the benefits of marketing automation software is that you can simply put the software in action and then let your automated campaigns go their merry way. But just because you have the ability to set your automation rules and then forget about them doesn’t mean this type of strategy will be the most effective.

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Topics: Marketing, Social Media, Member Experience, Member Engagement, Email Marketing, Marketing Automation

Marketing Automation and Artificial Intelligence (AI) Don’t Have to Be Scary. But They’re Scarily Connected.

Written by Shayna McGroggan | on May 30, 2018 at 8:55 AM | 3 minute read

Disclaimer: A real human wrote this post.

Before you start backing away nervously, I know – these two concepts on their own can create stirrings of inner panic. And in a post together? That’s even worse. But, taking a few minutes to sit down and truly understand each one can benefit the marketer. They’re friendlier than they seem, and you’re likely going to be hearing a lot more about them in the marketing world.

This post discusses three common questions about the relationship between marketing automation and artificial intelligence (AI).

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Topics: Engagement, Marketing, Customer Experience, Member Experience, Marketing Automation

4 Ways to Take the Confusion Out of Your Marketing Automation Platform

Written by Shayna McGroggan | on April 26, 2018 at 8:30 AM | 5 minute read

 

I am definitely one of those people who loves and needs to have the latest gadgets. When it comes to new smart phones, operating systems, gaming consoles, and audio gadgets, I covet them until they are mine.

However, more than once I’ve lusted after the latest tech toy, only to get home and let it die of loneliness in a drawer or on a shelf somewhere, because I couldn’t immediately figure it out on my own and gave up.

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Topics: Communications, Marketing, Email Marketing, Marketing Automation

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