Marketing Automation: A Tale of Two CMOs
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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
  • Get Found Online:Create valuable website pages, blog articles and social media messages optimized to drive qualified leads to your site.

Transcript

  • 1. MarketingAutomationA Tale of Two CMOsSocial Biz Atlanta – February 22, 2013Rick Burnes, Director of Product Marketing @ HubSpot
  • 2. Traditionalmarketingautomationwill eventually Your Logokill yourbusiness.
  • 3. This Could Be YouInboundmarketingautomationwill help youdelightcustomers andprospects.
  • 4. 1 The Tale of Two CMOs
  • 5. MeetCMO #1
  • 6. Company buys They send me an I tag the email my email address unsolicited, impers as spam. from a list. onal email.Stranger Customer No Sale; Unsubscribed
  • 7. Company #1 = = = = =
  • 8. Plus, the mathdoesn’t work.
  • 9. Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K
  • 10. 11
  • 11. Marketing AutomationExpiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
  • 12. MeetCMO #2
  • 13. I subscribe to the blog. Sales rep I find the calls up company’s blog I download the guide to and offers in 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. Company #2 = = =
  • 15. And the mathworks.
  • 16. Shift to segmentednurturing produced 16% increase engagement.
  • 17. How to2 Do It Bezos- Style
  • 18. Your To-Do List1. Marketing Automation
  • 19. Your To-Do List1. Marketing Automation1. Inbound Marketing
  • 20. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 24
  • 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. It’s time to transform your marketing into something people LOVEGet Found Online: Understand YourCreate valuable website Buyers:pages, blog articles and Personalize yoursocial media messages marketing through aoptimized to drive deep understanding ofqualified leads to their needs to pull leadsyour site. through your sales funnel faster.
  • 23. Marketing automation helps here.It’s useless ifyour problem is here.
  • 24. How do you knowwhere to start?
  • 25. It depends on your business needs.
  • 26. Scenario #1 4,444 15% 667 75% 500
  • 27. Scenario #2 2,000,000 1% 20,000 5% 1,000
  • 28. Scenario #3 2,000,000 5% 100,000 1% 1,000
  • 29. How? Think
  • 30. Context allows you to marry thebuyer to the right content at theright time does an exceptional job at this with its recommendation engine. . . Brian Halligan HubSpot CEO Dharmesh Shah HubSpot CTO
  • 31. The Traditional Approach Emai Referral Data l Offline Leads Lead ? Volume Funnel Volume Web Analytics
  • 32. The Inbound Approach Found Emai Site l Website Via? Grade Offline Activit y Form Data Twitter Faceboo k Funnel Stage Browsing History
  • 33. Everybody Should Know ThisPerson
  • 34. Personalize Your Email
  • 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. Personalize Your Website, Too CTA for Prospects
  • 37. Personalize Your Website, Too CTA for Leads
  • 38. Personalize Your Website, Too CTA for Customers
  • 39. Content, ButNo Context
  • 40. Content +Context
  • 41. 3 Final Thought
  • 42. My Pockets Circa 2005
  • 43. Now IOnlyNeed This
  • 44. A Marketer’s Toolbox Today
  • 45. NowMarketersOnlyNeed This
  • 46. TheBenefit ofAll-in-One
  • 47. THANKYOUConnect with me onTwitter: @rickburnes