Death By Marketing Automation

DEATH BY MARKETINGMike Volpe@mvolpe AUTOMATIO#DeathbyMA N

I’m Mike Volpe.Nice to meet Top 10you. 700,000 Blog Inbound Leads 120,000 Twitter 5,000 Followers Customers 3.7 million Free 1,500,000 Users Slideshare Views @mvolpe CMO @HubSpot

#DF11#DeathByMA@mvolpe@HubSpot

MARKETINGAUTOMATIONWASINVENTED TOHELP.

SO WASPOWERPOINT.

MARKETINGAUTOMATIONCAN BE DEADLY.

Hi, I’m J.Buy myproduct ?

Hi, J. This ishow youmade me feel.

Every timeyou emaila cold list…PRETENDAKITTENDIES.

Mom, I just bought 10,000 namesfrom a list service & sent them all an email.

FRIENDSDON’T LETFRIENDSKILLKITTENS.

A SHORTHISTORYOFMARKETINGAUTOMATION

Pre-Marketing Automation (1990’s)

Marketing Automation (2000’s) x50 YOUR NAMEBUY MYYOUR COMPANYPRODUCT!YOUR WEBSITE Your Name Your Company Your Website

IT WONT JUSTKILL YOURPROSPECTS.IT COULD KILLYOURCOMPANY, TOO.

DEATH BYMARKETINGAUTOMATION. Your database 1 expires (like yogurt).

Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K

Attention Expires, Too Click Through Rate Days Since Subscription

Marketing AutomationExpiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv

DEATH BYMARKETINGAUTOMATION. Email is 2 unreliable (like the tabloids).

80% of peopledon’t read all their email

Unsubscribing withoutUnsubscribing DELETE BUTTON SPAM BUTTON AUTO FILTERS GMAIL PRIORITY INBOX

Email Pre-2011 All Messages by Date Flagrant Spam (Viagra, Nigerian Banks, Porn)

Social Inbox

3M 200M Organizations with Private Domain Gmail Users(Including mvolpe@hubspot.com)

To Where? 95%Deliverability!

Email Post-2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (Automated Marketing Emails)

DEATH BYMARKETINGAUTOMATION. The world 3 has changed (like you).

Times Have Changed

1990 Sales Demo Please tell meabout your product. You have my undivided attention.

2011 Sales Demo Search Does their blog “Reviews Do I know make them look for Company anyone who smart? XYZ” works there? Is there a demo video from an Do they actual user? have aAnyone use mobileCompany app?XYZ? What’s itlike?

Control is over.

DEATHIS NOTTHEONLYOPTION.

DEATH BYMARKETINGAUTOMATIONISPREVENTABLE.

INBOUNDMARKETING

INBOUND MARKETINGMARKETING VS. AUTOMATION + +

INBOUND MARKETING$ $

Make marketingpeople love

LIFE BY INBOUNDMARKETING Humanize 1 Your Marketing

Who is Hxxxx Xxxxxx from Jxxxx Ixxxxxx ?

Email cancome froma human,who hasPERMISSION..

Those humans can bereal, and helpful.(They can also talk to you - and not about buying.)

Your Average UnsubscribeScreen

GROUPON’s UnsubscribeScreen

LIFE BY INBOUNDMARKETING Use cross- platform 2 intelligence to create dynamic, personal experiences.

INBOUND MARKETING EXPERIENCE ME CUSTOMIZED FOR MEf+ Facebook Follow Purchase Hx $ EmailPage Visits Social Webinar Blog Sub Web Mobile Tools & Apps 63

USER ACTIVITY INBOUND KARE MARKETING EXPERIENCE N CUSTOMIZED FOR KAREN f+ Facebook Follow Opt Out Service Chat Page Visits Social Favorites Mobile Activity Web SMS Tools & Apps 64

Screenshot of Mike’s Amazon.comhomepage 65

Screenshot of Karen’sAmazon.com homepage 66

LIFE BY INBOUNDMARKETING Socialize 3 & mobilize your marketing.

The Next Inbox is Social % of US Business People Who Regularly Check These Inboxes100%75%50%25% 0% Personal Corporate Facebook LinkedIn Twitter Blogs YouTube Email Email

86% of C-level execshave a smartphone. The majority say it is their primary communication tool

Mobile Optimized Websites

Screenshot of Mike’s Amazon.commobile app 79

Screenshot of Karen’sAmazon.com mobile app 80

INSUMMARY…

136,000 views

DEATH BYMARKETINGAUTOMATION. 1 2 3 Your Email isdatabase unreliable The world expires (like the has changed (like tabloids). (like you). yogurt).

LIFE BYINBOUNDMARKETING. 1 2 3 CreateHumanize dynamic, per Socialize & your sonal mobilize yourmarketing. experiences. MoFu.

Complicated Easy & Integrated& Confusing

New Strategic Investment $32M

Get a Free MarketingAssessment Moscone North 1416 131 305 Moscone West Level 2 Alcove

P.S. Free Unicorns! Hubspot.com/freeunicorns

THANK YOU Mike Volpe Twitter.com/mvolpe Facebook.com/mvolpe Linkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com

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Death By Marketing Automation

by HubSpot All-in-one Marketing Software on Sep 02, 2011

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