Marketing Automation - A Tale of Two CMOs

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HubSpot's Rick Burnes Social Biz Atlanta 2013 presentation

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Marketing Automation - A Tale of Two CMOs

  1. 1. MarketingAutomationA Tale of Two CMOsSocial Biz Atlanta – February 22, 2013Rick Burnes, Director of Product Marketing @ HubSpot
  2. 2. Traditionalmarketingautomation willeventually kill Your Logoyour business.
  3. 3. This Could Be YouInboundmarketingautomationwill help youdelightcustomers andprospects.
  4. 4. 1 The Tale of Two CMOs
  5. 5. MeetCMO #1
  6. 6. Company buys my They send me an I tag the email email address unsolicited, as spam. from a list. impersonal email.Stranger Customer No Sale; Unsubscribed
  7. 7. Company #1 = = = = =
  8. 8. Plus, the mathdoesn’t work.
  9. 9. Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K
  10. 10. 11
  11. 11. Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
  12. 12. MeetCMO #2
  13. 13. I subscribe to the blog. Sales rep I find the calls up company’s blog in I download the guide to and offers a search. training software. to help.Stranger Customer Company notices I’m reading a lot of articles about training, so they I purchase. serve me a CTA for a guide to training software.
  14. 14. Company #2 = = =
  15. 15. And the mathworks.
  16. 16. Shift to segmentednurturing produced 16% increase engagement.
  17. 17. 2 How to Do It Bezos- Style
  18. 18. Your To-Do List1. Marketing Automation
  19. 19. Your To-Do List1. Marketing Automation1. Inbound Marketing
  20. 20. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 24
  21. 21. It’s time to transform your marketing into something people LOVEGet Found Online:Create valuable websitepages, blog articles andsocial media messagesoptimized to drivequalified leads toyour site. Your
  22. 22. It’s time to transform your marketing into something people LOVEGet Found Online: Understand Your Buyers:Create valuable website Personalize yourpages, blog articles and marketing through asocial media messages deep understanding ofoptimized to drive their needs to pull leadsqualified leads to through your sales funnelyour site. faster.
  23. 23. Marketing automation helps here.It’s useless ifyour problem is here.
  24. 24. How do you knowwhere to start?
  25. 25. It depends on your business needs.
  26. 26. Scenario #1 4,444 15% 667 75% 500
  27. 27. Scenario #2 2,000,000 1% 20,000 5% 1,000
  28. 28. Scenario #3 2,000,000 5% 100,000 1% 1,000
  29. 29. How? Think
  30. 30. Context allows you to marry the buyerto the right content at the right time does an exceptional job at this with its recommendation engine. . . Brian Halligan HubSpot CEO Dharmesh Shah HubSpot CTO
  31. 31. The Traditional Approach Referral Email Data Offline Leads Lead ? Volume Funnel Volume Web Analytics
  32. 32. The Inbound Approach Found Email Site Via? Website Grade Offline Activity Form Data Twitter Facebook Funnel Stage Browsing History
  33. 33. Everybody Should Know This Person
  34. 34. Personalize Your Email
  35. 35. Create Workflows Based on Profiles When a lead clicks on this link, HubSpot sends a notification to the sales rep who owns the lead.
  36. 36. Personalize Your Website, Too CTA for Prospects
  37. 37. Personalize Your Website, Too CTA for Leads
  38. 38. Personalize Your Website, Too CTA for Customers
  39. 39. Content, ButNo Context
  40. 40. Content +Context
  41. 41. 3 Final Thought
  42. 42. My Pockets Circa 2005
  43. 43. Now I OnlyNeed This
  44. 44. A Marketer’s Toolbox Today
  45. 45. NowMarketersOnly NeedThis
  46. 46. TheBenefit ofAll-in-One
  47. 47. THANKYOUConnect with me on Twitter:@rickburnes

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