DEATH BY             MARKETINGMike Volpe@mvolpe      AUTOMATIO#DeathbyMA                 N
I’m Mike Volpe.Nice to meet                            Top 10you.               700,000               Blog                ...
#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 Comp...
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        ...
DEATH BYMARKETINGAUTOMATION.             Email is  2         unreliable             (like the            tabloids).
80%   of peopledon’t read all  their email
Unsubscribing withoutUnsubscribing                  DELETE BUTTON                    SPAM BUTTON                        AU...
Email Pre-2011         All Messages by Date         Flagrant Spam         (Viagra, Nigerian Banks, Porn)
Social Inbox
3M   200M             Organizations                     with Private                       Domain   Gmail   Users(Includin...
To Where?  95%Deliverability!
Email Post-2011        Things You Like        (People & Brands)        Things You Don’t Like        Or Don’t Know        (...
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      ...
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              c...
INBOUND                                            MARKETING                                            EXPERIENCE        ...
USER ACTIVITY                                                     INBOUND                     KARE                        ...
Screenshot of Mike’s Amazon.comhomepage                                  65
Screenshot of Karen’sAmazon.com homepage                        66
67
LIFE BY INBOUNDMARKETING                  Socialize   3              & mobilize                    your                  m...
The Next Inbox is Social       % of US Business People Who Regularly Check These                            Inboxes100%75%...
86% of C-level execshave a smartphone.                        The majority                        say it is their         ...
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 ...
LIFE BYINBOUNDMARKETING. 1              2              3                CreateHumanize     dynamic, per    Socialize &  yo...
Complicated   Easy & Integrated& Confusing
New Strategic Investment                 $32M
Get a Free MarketingAssessment                       Moscone North                       1416                       131   ...
P.S. Free Unicorns!                      Hubspot.com/freeunicorns
THANK YOU             Mike Volpe            Twitter.com/mvolpe          Facebook.com/mvolpe        Linkedin.com/in/mikevol...
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
Death By Marketing Automation
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Death By Marketing Automation

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

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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.”
  • It all starts
  • It all starts
  • It all starts
  • 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/
  • It all starts
  • 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.
  • It all starts
  • 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.
  • It all starts
  • It all starts
  • It all starts
  • It all starts
  • 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
  • It all starts
  • It all starts
  • 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
  • It all starts
  • This woman has an MBA from the University of Chicago.
  • It all starts
  • It all starts
  • 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…
  • Transcript of "Death By Marketing Automation"

    1. 1. DEATH BY MARKETINGMike Volpe@mvolpe AUTOMATIO#DeathbyMA N
    2. 2. 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
    3. 3. #DF11#DeathByMA@mvolpe@HubSpot
    4. 4. MARKETINGAUTOMATIONWASINVENTED TOHELP.
    5. 5. SO WASPOWERPOINT.
    6. 6. MARKETINGAUTOMATIONCAN BE DEADLY.
    7. 7. Hi, I’m J.Buy myproduct ?
    8. 8. Hi, J. This ishow youmade me feel.
    9. 9. Every timeyou emaila cold list…PRETENDAKITTENDIES.
    10. 10. Mom, I just bought 10,000 namesfrom a list service & sent them all an email.
    11. 11. FRIENDSDON’T LETFRIENDSKILLKITTENS.
    12. 12. A SHORTHISTORYOFMARKETINGAUTOMATION
    13. 13. Pre-Marketing Automation (1990’s)
    14. 14. Marketing Automation (2000’s) x50 YOUR NAMEBUY MYYOUR COMPANYPRODUCT!YOUR WEBSITE Your Name Your Company Your Website
    15. 15. IT WONT JUSTKILL YOURPROSPECTS.IT COULD KILLYOURCOMPANY, TOO.
    16. 16. DEATH BYMARKETINGAUTOMATION. Your database 1 expires (like yogurt).
    17. 17. Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K
    18. 18. Attention Expires, Too Click Through Rate Days Since Subscription
    19. 19. Marketing AutomationExpiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
    20. 20. DEATH BYMARKETINGAUTOMATION. Email is 2 unreliable (like the tabloids).
    21. 21. 80% of peopledon’t read all their email
    22. 22. Unsubscribing withoutUnsubscribing DELETE BUTTON SPAM BUTTON AUTO FILTERS GMAIL PRIORITY INBOX
    23. 23. Email Pre-2011 All Messages by Date Flagrant Spam (Viagra, Nigerian Banks, Porn)
    24. 24. Social Inbox
    25. 25. 3M 200M Organizations with Private Domain Gmail Users(Including mvolpe@hubspot.com)
    26. 26. To Where? 95%Deliverability!
    27. 27. Email Post-2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (Automated Marketing Emails)
    28. 28. DEATH BYMARKETINGAUTOMATION. The world 3 has changed (like you).
    29. 29. Times Have Changed
    30. 30. 1990 Sales Demo Please tell meabout your product. You have my undivided attention.
    31. 31. 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?
    32. 32. Control is over.
    33. 33. DEATHIS NOTTHEONLYOPTION.
    34. 34. DEATH BYMARKETINGAUTOMATIONISPREVENTABLE.
    35. 35. INBOUNDMARKETING
    36. 36. INBOUND MARKETINGMARKETING VS. AUTOMATION + +
    37. 37. INBOUND MARKETING$ $
    38. 38. x 50
    39. 39. Make marketingpeople love
    40. 40. LIFE BY INBOUNDMARKETING Humanize 1 Your Marketing
    41. 41. Who is Hxxxx Xxxxxx from Jxxxx Ixxxxxx ?
    42. 42. Email cancome froma human,who hasPERMISSION..
    43. 43. Those humans can bereal, and helpful.(They can also talk to you - and not about buying.)
    44. 44. Your Average UnsubscribeScreen
    45. 45. GROUPON’s UnsubscribeScreen
    46. 46. 55
    47. 47. 59
    48. 48. LIFE BY INBOUNDMARKETING Use cross- platform 2 intelligence to create dynamic, personal experiences.
    49. 49. INBOUND MARKETING EXPERIENCE ME CUSTOMIZED FOR MEf+ Facebook Follow Purchase Hx $ EmailPage Visits Social Webinar Blog Sub Web Mobile Tools & Apps 63
    50. 50. 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
    51. 51. Screenshot of Mike’s Amazon.comhomepage 65
    52. 52. Screenshot of Karen’sAmazon.com homepage 66
    53. 53. 67
    54. 54. LIFE BY INBOUNDMARKETING Socialize 3 & mobilize your marketing.
    55. 55. 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
    56. 56. 86% of C-level execshave a smartphone. The majority say it is their primary communication tool
    57. 57. Mobile Optimized Websites
    58. 58. 78
    59. 59. Screenshot of Mike’s Amazon.commobile app 79
    60. 60. Screenshot of Karen’sAmazon.com mobile app 80
    61. 61. 81
    62. 62. INSUMMARY…
    63. 63. 136,000 views
    64. 64. 86
    65. 65. DEATH BYMARKETINGAUTOMATION. 1 2 3 Your Email isdatabase unreliable The world expires (like the has changed (like tabloids). (like you). yogurt).
    66. 66. LIFE BYINBOUNDMARKETING. 1 2 3 CreateHumanize dynamic, per Socialize & your sonal mobilize yourmarketing. experiences. MoFu.
    67. 67. Complicated Easy & Integrated& Confusing
    68. 68. New Strategic Investment $32M
    69. 69. Get a Free MarketingAssessment Moscone North 1416 131 305 Moscone West Level 2 Alcove
    70. 70. P.S. Free Unicorns! Hubspot.com/freeunicorns
    71. 71. THANK YOU Mike Volpe Twitter.com/mvolpe Facebook.com/mvolpe Linkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com
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