Lori Highby headshot for June's craft marketing event

Lori Highby, Keystone Click, will share the power of automation in marketing processes at AMA Madison’s Craft Marketing presentation on June 29th.

The virtual session begins at 4 p.m. with networking. Thanks to Winbound, our sponsor.

Register here.

Check out Lori’s preview of what attendees will experience at the upcoming Craft Marketing presentation.

AMA: Tell us a little about yourself and what Keystone Click does.

As the CEO & Founder of Keystone Click, I am dedicated and passionate about marketing and business. As a life-longer learner, I enjoy sharing my knowledge and interests with those around me. Keystone Click is a strategic digital marketing agency. We help our clients build brand awareness and generate leads. We do that by conducting research to help them better understand their customers. Then, we take the insights collected and build a strategy that focuses on achieving our client’s goals, and we support the full implementation of that strategy. I started the company in 2008, and today we have eight fantastic team members working towards the objective of serving our clients.

AMA: Why should marketers add automation to their marketing processes, and what kinds of perks can they expect?

A recent article published by WARC states, “Marketing automation streamlines digital marketing efforts, reduces human error, and helps to achieve better results.”

If you have a manual process that is constantly being repeated, why not automate the process? This gives you the ability to focus your time and energy on the areas of your marketing practice that require research and strategy.

AMA: What are some examples of marketing processes that make optimal automation candidates? 

The most common area for marketing automation is an email drip campaign from a gated piece of content such as a whitepaper. In this instance, your landing page requires the collection of an email address to access a specific piece of content. Once that email is shared, you can set up a series of emails, either an email drip or an automated campaign.

The email drip is more of a straightforward approach. For example, you sign up with your email address to access a white paper, and then you receive a series of five emails over the course of the next two weeks in support of that drip.

The automated campaign is a bit more complicated and decides what to send you next based on how you’ve interacted with that initial email. For example, if you never opened that initial email, the automated campaign would resend it with a new subject line in hopes of grabbing your attention again, OR if you opened that first email, but didn’t click on anything it would send you a specific email, OR if you did click on a specific link, the automated campaign would send you a follow-up email that was related to the link that you clicked.

AMA: What is the big takeaway people can expect if they attend the event?

Topics covered will include Marketing Automation best practices, strategies, tactics, and tools. The conversation will be platform agnostic, however, I will reference the platforms that we use within Keystone Click as well as some other tools that will help alleviate some of your automation pains.

At the end of the day, automation is all about efficiency and making your life easier. So what’s not to like? Attend this event to learn how to start automating and some of the tricks of the trade.

AMA Madison’s ‘Craft Marketing‘ Series

Craft Marketing features a local virtual presenter each month. You’ll have the chance to learn about a wide range of marketing topics while networking with other industry professionals and enjoying the drink of your choice from your virtual location.