Death By Marketing Automation
 

Death By Marketing Automation

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Learn more about #DeathByMA at http://bit.ly/nFUtAB

Learn more about #DeathByMA at http://bit.ly/nFUtAB

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  • Full Name Full Name Comment goes here.
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  • Mike, thanks for presenting this info. The title of the presentation should be, ’Death by Marketing Stupidity’ because marketers worth their salt know using the ’batch & blast’ eMail marketing method is detrimental. Nowadays marketers can segment their target audience at a granular level to make sure they’re sending marketing messages about their products and/or services to the right person at the right time. There is even technology available today that allows marketers to find out what marketing message will be most appealing to their target audience.

    Stated differently Mike, there is marketing technology available today to avoid killing kittens.

    One more thing. marketers using the right marketing automation platform employ behavioral monitoring and tracking to discern what content prospects are most interested in to avoid unsubscribes, increase engagement and eventually win new customers.
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  • Nice presentations, explained visually and beautifully..
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  • Great stuff
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  • Great insight and incredibly presented.
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  • POINT OUT WHAT IT WAS SUPPOSED TO HELP WITH…
  • Powerpoint was designed specifically to help people communicate better, to tell their stories, be more convincing, share ideas more effectively…
  • But the tool itself isnt enough – and lots of people screwed it up. (This is a slide version of Cinderella – a bad ppt slide can even fuck up a classic, simple fairytale. Imagine what it can do to something less engaging)
  • AND YET, MOST PRESENTATIONS BORE PEOPLE TO DEATH. (hopefully not this one!)
  • Dramatic/humorous pause!
  • This woman has an MBA from the University of Chicago.
  • Slight transition here to say basically “I’m here to help. Death by Marketing Automation is becoming a serious epidemic.” maybe play this part up a little like it’s a real health risk/concern that CDC is studying… it’s antibiotic resistant, etc. BUT ITS PREVENTABLE!“But before I tell you how to prevent Death by MA,” allow me to explain how this epidemic was created, because it’s always helpful to understand how epidemics start and ultimately, to have someone to blame.”
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  • Sources:http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=84044http://www.slideshare.net/divyamalik/sound-data-quality-for-crm-presentation (slide 5)http://blog.hubspot.com/blog/tabid/6307/bid/21125/4-Ways-to-Keep-Your-Marketing-Database-Fresh-and-Flourishing.aspx
  • Source: http://www.hubspot.com/the-science-of-email-marketing/
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  • Source: http://www.hubspot.com/the-science-of-email-marketing/
  • FB Social InboxAll communication in one inbox, including email (mvolpe@facebook.com)By default - You only see messages from your friends and their friends.Gmail Priority InboxGrouped by “Important and unread, Starred, and Everything else”Google priority inbox & facebook social inbox now prioritize your inbox, making email more like SEO, your email needs to “rank” higher in the inbox.
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  • All of the tools and technologies available today push everything to be free from control – your customers are free and have more power than you, your ideas want to be free and are more powerful when they are free, and your employees have the tools and power to be free and unconstrained as well.
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  • Could not find him providing any help, no twitter, no facebook, only found linkedin, and did not answer any questions or participate in any groups, or anything like that. He is a leech sucking value out of everyone else – not the kind of person you want to do business with.
  • www.hubspot.com/cartoons
  • www.hubspot.com/cartoons
  • http://www.youtube.com/watch?v=4-lGe5MnBlY
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  • Source: People-OnTHeGo, “The New New Inbox: How Email and Social Media Changed Our Lives” Nov 11, 2010 (via eMarketer)
  • Source: http://www.emarketer.com/Articles/Print.aspx?1008139
  • http://blog.hubspot.com/blog/tabid/6307/bid/4934/Why-Your-Email-Needs-Social-Media-and-How-to-Do-It-Right.aspx
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  • This woman has an MBA from the University of Chicago.
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  • There are lots of enterprise marketing tools for multinational corporations. But these tools are overly complex, expensive and difficult to use. And you need a number of different tools to do marketing the way you should do it. HubSpot makes this all a lot easier, since we have built a powerful, but integrated suite of marketing tools that allows you to do all the different parts of marketing with one system. Easy and integrated.
  • Here is where the iPad mention goes and the “plug” for the booth & RVIP…
  • Here is where the iPad mention goes and the “plug” for the booth & RVIP…

Death By Marketing Automation Death By Marketing Automation Presentation Transcript

  • 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$ $
  • x 50
  • 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
  • 55
  • 59
  • 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
  • 67
  • 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
  • 78
  • Screenshot of Mike’s Amazon.commobile app 79
  • Screenshot of Karen’sAmazon.com mobile app 80
  • 81
  • INSUMMARY…
  • 136,000 views
  • 86
  • 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