When it comes to IT investment, association management teams tend to be subject to a lot more scrutiny than their counterparts in the for-profit world. With good reason too – you’re spending members’ money, so you need to make sure you’re spending it wisely.
But you also have to ensure that your association has the right tools for success. Sometimes, this leads to some tough choices.
One question that perplexes many associations is whether to invest in two MarTech automation platforms or to try winging it with just one. To find the right answer, we need to take a look at what these platforms do.
What MarTech automation platforms do I need?
There are two main automation platforms in the typical association MarTech stack.
Email automation is the workhorse of the stack, dutifully working behind the scenes to ensure that members get the right emails at the right time.
Email automation platforms do more than just send emails. They can help overcome delivery issues, maximize inbox placement, and get rid of bad email addresses from your distribution lists. On modern platforms, you can perform sophisticated segmentation on your lists, which helps you to target the ideal audience.
Marketing automation platforms look after every step of the marketing process, moving contacts towards conversions. This platform will acquire leads, obtain further information to refine the lead, and guide the lead through a pre-defined sales funnel.
Marketing automation does this by sending emails at the right time, usually triggered by a user action. For example, say that someone visits a lead magnet site and downloads an ebook. The marketing automation platform might automatically send an email a week later to ask the prospect if they enjoyed the ebook, and to recommend other relevant programming.