HubSpot.com/FreeUnicornsMARKETINGFACT      vs.  fantasy   marketing
fanta  sy—noun
fanta  sy —nounAn idea with no basis in reality.
FACT—noun    —nounA thing that is indisputably the case.
Unicorns live in afantasy    world.
MARKETING EXECSCAN’T AFFORD TO.
LET‟S SEPARATEMARKETING   FACT
LET‟S SEPARATEMARKETING   FACT          from             fantas                 marketing
fanta marketingsy           B2B companies             don‟t need to             waste their time on
MARKETINGFACT       39%       of B2B companies       using Twitter have          acquired new       customers from it.
MARKETINGFACT                        41%                            of B2B companies                             using Fac...
fantmarketingasyYou can rely on email tobe the workhorse ofyour online marketingefforts.                           12
MARKETING               FACTYour email database  expiresat a rate of25%  per year
MARKETING  Gmail Priority  Inbox & othertools are pushing your automated                                   FACT   emails t...
Television adscontinue to beone of the mosteffective formsof advertising.fanta  marketing                  15
MARKETINGFACT     86%       of people skip           TV ads.
MARKETINGFACT                     TiVo, DVRs, Hulu,                            YouTube, &                        thousands...
fanta   marketingsyMost companies   are increasing              their   investments intraditional, outbo   und marketing  ...
MARKETING                   FACT54%  of companiesincreased their investments in social media &  blogs in 2011.
MARKETING                   FACT54%  of companies                           Leads generated                              v...
fanta marketingsy People like to receive telemarketing calls.                          21
MARKETING                     FACT200m Americans areon the FTC‟s Do  Not Call list.
fantasy    marketing   Tradeshows are a  great, cost-effectiveway to generate a ton    of new leads and           customer...
MARKETINGFACT     Tradeshows are one of the most     costly ways to generate leads &     customers.
fantasy marketing             If you give your               content away                     for             free, prospe...
“Free trials” are            an excellent way             to demonstrate            the value of your                produ...
“Free trials” are            an excellent way             to demonstrate            the value of your                produ...
fantas    marketingyOnline advertisingis not effectivefor local businesses.                        28
89%    of US internet users   search online before        they make a   purchase, even when the purchase is made at       ...
fantas     marketingyBlogging is overrated& not particularly effectivefor marketing.                               30
MARKETING     CompaniesFACT          that blog get               55%            more web traffic               than those ...
MARKETING           CompaniesFACT                that blog get                     55%                  more web traffic  ...
MARKETING                     CompaniesFACT                          that blog get                               55%      ...
fantasy marketing      Optimizing     your website      & email for    mobile phones      is not that      important.     ...
35%    of Americans        own a    smartphone.MARKETINGFACT
By YE2011, that figure will rise to50%                35%                of Americans                    own a            ...
By YE2011, that figure will rise to50%                               86%                35%                of Americans   ...
By YE2011, that figure will rise to50%                               86%                35%                of Americans   ...
fantasy marketing             Optimizing for             mobile devices             isn‟t worth the             effort.   ...
MARKETING FACT  74%   of smartphone users have made a purchase from their    smartphone.
MARKETING                    FACT78%                  74%                      of smartphone  of business       users have...
40%                      MARKETING  of US smartphone   owners compareprices on their mobile    device while in-store, shop...
fantas           marketing          yNobody reads blogs.                       43
MARKETINGFACT        65% of daily            internet users              read blogs.
46%of daily            internet users                read >1               blog/day.MARKETINGFACT                         ...
46%                       of daily                   internet users                       read >1                      blo...
fantas      marketing yBlogging has no impacton a company‟s Twitterreach.
fantas     marketingyEmail is still one ofthe most effectiveways of communicatingwith prospects.                        48
Blogging can                 MARKETINGincrease your Twitter reach75%       by                   FACT
MARKETINGFACT  Email usage  is declining  by as much as  59%    across all    age groups
MARKETINGFACT                    US internet                      users                  3X more                      spen...
fantasmarketing yBlogging occasionally hasthe same impact on traffic& lead-gen as bloggingconstantly.
MARKETINGFACT        Businesses      who blog at least      twenty times per      month generate     5X         more      ...
MARKETING                          They also                          4X                          generateFACT            ...
Blogs are nice,but hardly amust-have forbusinesses.                  55
MARKETINGFACT              2/3            of marketers say their               company blog is                 “critical” ...
fantasmarketing yFacebook may begreat for buildingbuzz, but it has yet toprove itself as aneffective channel forgenerating...
41% of B2B companiesusing Facebook have                      MARKETING                        FACTacquired a customer     ...
41% of B2B companiesusing Facebook have                      MARKETING                        FACTacquired a customer     ...
41% of B2B companiesusing Facebook have                      MARKETING                            FACTacquired a customer ...
fantasy               marketingSocial networks are only for youngsters.                                           61
MARKETINGFACT            40%             of Facebook‟s            active users are            over the age of             ...
MARKETINGFACT                       40%                        of Facebook‟s                       active users are       ...
MARKETING           FACT 93%                                           40%                                            of F...
fanta    marketingsy   Websites     with  numerouslanding pages   confuse   people.                65
MARKETING Businesses with 31 to 40 landing7X                       FACT   pages get           more           leadsthan tho...
MARKETING Businesses with 31 to 40 landing7X                                 FACT   pages get           more           lea...
marketing     fantasy    Web traffic is the most     important measure ofonline marketing success.                        ...
MARKETING                                FACTTraffic is nice, but if thosevisitors are leavingimmediately, who cares?Conve...
fantasy      marketingLead-nurturing email campaignsshould be automated based on eachlead‟s activity on your companywebsit...
MARKETING         FACTSending automated emails to leads withouta complete understanding of their experiencewith your compa...
MARKETING         FACTSending automated emails to leads withouta complete understanding of their experiencewith your compa...
MARKETING                        FACT      Sending automated emails to leads without      a complete understanding of thei...
fantasy    marketingMarketing automationsoftware is all youneed to generateboatloads of qualitysales leads.               ...
MARKETING         FACTMarketing automation can helpstreamline the process ofcommunicating with & nurturingleads—but it doe...
fantasy marketing   Inbound Marketing focuses             exclusively on top of the funnel             objectives like att...
MARKETINGFACT        Inbound Marketing does help attract            prospects & leads—but it also helps            convert...
fantasy marketing     All marketing software is created     equal. Every brand claims to     increase traffic, leads, &   ...
MARKETINGFACT      HubSpot‟s all-in-one InboundMarketing software 6.5has generated over million      leads
MARKETINGFACT                      864                         and                      million      HubSpot‟s        page...
MARKETINGFACT                      864                         and                      million      HubSpot‟s        page...
MARKETINGFACT                                     and                                        25X                      864 ...
fantasmarketing Social media may be    helping big brandswith big bucks extend          their reach &influence online, but...
MARKETINGFACT        57%            of small businesses             say social media               is beneficial to       ...
fantasy marketing             Twitter is an annoying, pointless             waste             of time, with no real busine...
Companies that              2X            use Twitter average            more leads                than those             ...
Companies that              2X            use Twitter average            more leads                than those             ...
Companies that              2X            use Twitter average            more leads                than those             ...
marketingfantasySaying “please retweet”in a tweet only annoys people.                                 89
Actually, saying "PleaseRetweet" in a tweet leads    to more tweets.  MARKETING    FACT
There is no  single “all-in- one” marketingsoftware product that meets theneeds of today‟s    business.                   ...
MARKETINGFACTHubSpot’s all-in-one inbound marketing software includes:• Multi-channel analytics to measure true ROI• A/B t...
MARKETINGFACT               More than             5,000            companies use HubSpot             to make marketing    ...
“   3 years ago our    company spent    roughly $200k    in advertising    to achieve about    $4 million in sales.       ...
“   3 years ago our    company spent    roughly $200k    in advertising    to achieve about    $4 million in sales.    Thi...
“    HubSpot    changed my life.    It saved my    business.”    Read Marcus‟ story:                           Marcus Sher...
Don’t letunicornsfool you.
STICK WITH THE FACTS.
Marketing fact vs Marketing fantasy
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  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Marketing fact vs Marketing fantasy

    1. 1. HubSpot.com/FreeUnicornsMARKETINGFACT vs. fantasy marketing
    2. 2. fanta sy—noun
    3. 3. fanta sy —nounAn idea with no basis in reality.
    4. 4. FACT—noun —nounA thing that is indisputably the case.
    5. 5. Unicorns live in afantasy world.
    6. 6. MARKETING EXECSCAN’T AFFORD TO.
    7. 7. LET‟S SEPARATEMARKETING FACT
    8. 8. LET‟S SEPARATEMARKETING FACT from fantas marketing
    9. 9. fanta marketingsy B2B companies don‟t need to waste their time on
    10. 10. MARKETINGFACT 39% of B2B companies using Twitter have acquired new customers from it.
    11. 11. MARKETINGFACT 41% of B2B companies using Facebook have acquired new customers from it. 39% of B2B companies using Twitter have acquired new customers from it.
    12. 12. fantmarketingasyYou can rely on email tobe the workhorse ofyour online marketingefforts. 12
    13. 13. MARKETING FACTYour email database expiresat a rate of25% per year
    14. 14. MARKETING Gmail Priority Inbox & othertools are pushing your automated FACT emails to thebottom of the inbox. Your email database expires at a rate of 25% per year
    15. 15. Television adscontinue to beone of the mosteffective formsof advertising.fanta marketing 15
    16. 16. MARKETINGFACT 86% of people skip TV ads.
    17. 17. MARKETINGFACT TiVo, DVRs, Hulu, YouTube, & thousands of cable & satellite networks have fragmented TV audiences. 86% of people skip TV ads.
    18. 18. fanta marketingsyMost companies are increasing their investments intraditional, outbo und marketing programs. 18
    19. 19. MARKETING FACT54% of companiesincreased their investments in social media & blogs in 2011.
    20. 20. MARKETING FACT54% of companies Leads generated via inbound marketing tactics like blogging 62% & social media costincreased their investments in social media & blogs in 2011. less.
    21. 21. fanta marketingsy People like to receive telemarketing calls. 21
    22. 22. MARKETING FACT200m Americans areon the FTC‟s Do Not Call list.
    23. 23. fantasy marketing Tradeshows are a great, cost-effectiveway to generate a ton of new leads and customers. 23
    24. 24. MARKETINGFACT Tradeshows are one of the most costly ways to generate leads & customers.
    25. 25. fantasy marketing If you give your content away for free, prospects will never buy your full- fledged offering. 25
    26. 26. “Free trials” are an excellent way to demonstrate the value of your product & increase conversion.MARKETINGFACT
    27. 27. “Free trials” are an excellent way to demonstrate the value of your product & increase conversion. Sharing free, relevantMARKETING content onlineFACT helps search engines —& prospects— find you.
    28. 28. fantas marketingyOnline advertisingis not effectivefor local businesses. 28
    29. 29. 89% of US internet users search online before they make a purchase, even when the purchase is made at a local business.MARKETING FACT
    30. 30. fantas marketingyBlogging is overrated& not particularly effectivefor marketing. 30
    31. 31. MARKETING CompaniesFACT that blog get 55% more web traffic than those that don‟t.
    32. 32. MARKETING CompaniesFACT that blog get 55% more web traffic than those that don‟t. They also get 70%more leads
    33. 33. MARKETING CompaniesFACT that blog get 55% more web traffic than those that don‟t. 57% They also get 70%more of companies leads have acquired a customer through their blog.
    34. 34. fantasy marketing Optimizing your website & email for mobile phones is not that important. 34
    35. 35. 35% of Americans own a smartphone.MARKETINGFACT
    36. 36. By YE2011, that figure will rise to50% 35% of Americans own a smartphone.MARKETINGFACT
    37. 37. By YE2011, that figure will rise to50% 86% 35% of Americans of C-level executives have smartphones. own a smartphone.MARKETINGFACT
    38. 38. By YE2011, that figure will rise to50% 86% 35% of Americans of C-level executives have smartphones. own a smartphone. The majority ofMARKETING them say it‟s their primaryFACT communication tool.
    39. 39. fantasy marketing Optimizing for mobile devices isn‟t worth the effort. 39
    40. 40. MARKETING FACT 74% of smartphone users have made a purchase from their smartphone.
    41. 41. MARKETING FACT78% 74% of smartphone of business users have made apeople use their purchase from theirmobile device to smartphone. check email.
    42. 42. 40% MARKETING of US smartphone owners compareprices on their mobile device while in-store, shopping for an FACT item. 78% 74% of smartphone of business users have made a people use their purchase from their mobile device to smartphone. check email.
    43. 43. fantas marketing yNobody reads blogs. 43
    44. 44. MARKETINGFACT 65% of daily internet users read blogs.
    45. 45. 46%of daily internet users read >1 blog/day.MARKETINGFACT 65% of daily internet users read blogs.
    46. 46. 46% of daily internet users read >1 blog/day.MARKETINGFACT 65% of daily internet users read blogs. 36% of daily internet users read 5-10 blogs/day.
    47. 47. fantas marketing yBlogging has no impacton a company‟s Twitterreach.
    48. 48. fantas marketingyEmail is still one ofthe most effectiveways of communicatingwith prospects. 48
    49. 49. Blogging can MARKETINGincrease your Twitter reach75% by FACT
    50. 50. MARKETINGFACT Email usage is declining by as much as 59% across all age groups
    51. 51. MARKETINGFACT US internet users 3X more spend minutes on blogs & social networks than on email Email usage is declining by as much as 59% across all age groups
    52. 52. fantasmarketing yBlogging occasionally hasthe same impact on traffic& lead-gen as bloggingconstantly.
    53. 53. MARKETINGFACT Businesses who blog at least twenty times per month generate 5X more traffic than those who only blog a few times per month.
    54. 54. MARKETING They also 4X generateFACT more leads Businesses who blog at least twenty times per month generate 5X more traffic
    55. 55. Blogs are nice,but hardly amust-have forbusinesses. 55
    56. 56. MARKETINGFACT 2/3 of marketers say their company blog is “critical” or “important” to their business.
    57. 57. fantasmarketing yFacebook may begreat for buildingbuzz, but it has yet toprove itself as aneffective channel forgenerating sales. 57
    58. 58. 41% of B2B companiesusing Facebook have MARKETING FACTacquired a customer from it.
    59. 59. 41% of B2B companiesusing Facebook have MARKETING FACTacquired a customer from it. 62% of B2C companiesusing Facebook haveacquired a customer from it.
    60. 60. 41% of B2B companiesusing Facebook have MARKETING FACTacquired a customer from it. 51% 62% of B2C companies of Facebook fans are more likely to buy the brands they „like.‟using Facebook haveacquired a customer from it.
    61. 61. fantasy marketingSocial networks are only for youngsters. 61
    62. 62. MARKETINGFACT 40% of Facebook‟s active users are over the age of 35.
    63. 63. MARKETINGFACT 40% of Facebook‟s active users are over the age of 35. 52% of 55-64 year old internet users have joined a social network.
    64. 64. MARKETING FACT 93% 40% of Facebook‟s active users areof US adult internet over the age of users are on Facebook. 35. 52% of 55-64 year old internet users have joined a social network.
    65. 65. fanta marketingsy Websites with numerouslanding pages confuse people. 65
    66. 66. MARKETING Businesses with 31 to 40 landing7X FACT pages get more leadsthan those with only 1 to 5 landing Pages
    67. 67. MARKETING Businesses with 31 to 40 landing7X FACT pages get more leadsthan those with only 1 to 5 landing Pages Businesses with >40 landing 12X pages get more leads
    68. 68. marketing fantasy Web traffic is the most important measure ofonline marketing success. 68
    69. 69. MARKETING FACTTraffic is nice, but if thosevisitors are leavingimmediately, who cares?Conversion matters.
    70. 70. fantasy marketingLead-nurturing email campaignsshould be automated based on eachlead‟s activity on your companywebsite. 70
    71. 71. MARKETING FACTSending automated emails to leads withouta complete understanding of their experiencewith your company across channels, includingmobile and social media, is more like SPAMthan lead-nurturing.
    72. 72. MARKETING FACTSending automated emails to leads withouta complete understanding of their experiencewith your company across channels, includingmobile and social media, is more like SPAMthan lead-nurturing. Every time you send SPAM, a kitten dies.*
    73. 73. MARKETING FACT Sending automated emails to leads without a complete understanding of their experience with your company across channels, including mobile and social media, is more like SPAM than lead-nurturing. Every time you send SPAM, a kitten dies.**not actually a fact.
    74. 74. fantasy marketingMarketing automationsoftware is all youneed to generateboatloads of qualitysales leads. 74
    75. 75. MARKETING FACTMarketing automation can helpstreamline the process ofcommunicating with & nurturingleads—but it doesn’t do jack squatto help generate them.
    76. 76. fantasy marketing Inbound Marketing focuses exclusively on top of the funnel objectives like attracting prospects & leads. 76
    77. 77. MARKETINGFACT Inbound Marketing does help attract prospects & leads—but it also helps convert those leads into paying customers by providing them with a relevant, customized experience designed to benefit them, not interrupt them.
    78. 78. fantasy marketing All marketing software is created equal. Every brand claims to increase traffic, leads, & revenue, but none back those claims with real data. 78
    79. 79. MARKETINGFACT HubSpot‟s all-in-one InboundMarketing software 6.5has generated over million leads
    80. 80. MARKETINGFACT 864 and million HubSpot‟s page views all-in-one Inbound for 5000+Marketing software customers 6.5has generated over million leads
    81. 81. MARKETINGFACT 864 and million HubSpot‟s page views all-in-one Inbound For 5000+Marketing software customers 6.5has generated over HubSpot customers million 4X average leads more traffic
    82. 82. MARKETINGFACT and 25X 864 and more leads million HubSpot‟s page views all-in-one Inbound For 5000+Marketing software customers 6.5has generated over HubSpot customers million 4X average leads more traffic
    83. 83. fantasmarketing Social media may be helping big brandswith big bucks extend their reach &influence online, but it doesn‟t do squat for small businesses. 83
    84. 84. MARKETINGFACT 57% of small businesses say social media is beneficial to their business.
    85. 85. fantasy marketing Twitter is an annoying, pointless waste of time, with no real business value.
    86. 86. Companies that 2X use Twitter average more leads than those that don‟t.MARKETINGFACT
    87. 87. Companies that 2X use Twitter average more leads than those that don‟t.MARKETINGFACT Companies with 1000+ Twitter 6X followers get more traffic
    88. 88. Companies that 2X use Twitter average more leads than those that don‟t.MARKETINGFACT Companies with 1000+ Twitter 6X followers get 42% of companies that use Twitter for more traffic marketing have acquired a customer through it
    89. 89. marketingfantasySaying “please retweet”in a tweet only annoys people. 89
    90. 90. Actually, saying "PleaseRetweet" in a tweet leads to more tweets. MARKETING FACT
    91. 91. There is no single “all-in- one” marketingsoftware product that meets theneeds of today‟s business. 91
    92. 92. MARKETINGFACTHubSpot’s all-in-one inbound marketing software includes:• Multi-channel analytics to measure true ROI• A/B testing & landing page tools to increase conversion• Blogging, SEO & social media tools to help you get found online• Behavior-driven communications to nurture leads
    93. 93. MARKETINGFACT More than 5,000 companies use HubSpot to make marketing that people LOVE
    94. 94. “ 3 years ago our company spent roughly $200k in advertising to achieve about $4 million in sales. Marcus Sheridan Owner, River Pools & Spas HubSpot Customer
    95. 95. “ 3 years ago our company spent roughly $200k in advertising to achieve about $4 million in sales. This year, we will spend about $18k in order to achieve roughly $5 million Marcus Sheridan Owner, River Pools & Spas in sales.” HubSpot Customer
    96. 96. “ HubSpot changed my life. It saved my business.” Read Marcus‟ story: Marcus Sheridan Owner, River Pools & Spas HubSpot Customer http://bit.ly/q6kFgB
    97. 97. Don’t letunicornsfool you.
    98. 98. STICK WITH THE FACTS.

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