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MarketingAutomationA Tale of Two CMOsSocial Biz Atlanta – February 22, 2013Rick Burnes, Director of Product Marketing @ Hu...
Traditionalmarketingautomationwill eventually   Your Logokill yourbusiness.
This Could Be YouInboundmarketingautomationwill help youdelightcustomers andprospects.
1   The Tale    of Two    CMOs
MeetCMO #1
Company buys     They send me an I tag the email       my email address unsolicited, impers as spam.       from a list.   ...
Company #1   =       =   =      =          =
Plus, the mathdoesn’t work.
Your List Expires at ~25% / Year  Year 1         Year 2        Year 3   50K                        21K
11
Marketing AutomationExpiration 500 Leads      50K list      4% CTR   25% Conversion                       42 Leads        ...
MeetCMO #2
I subscribe to the                  blog.                                                               Sales rep I find t...
Company #2   =   =   =
And the mathworks.
Shift to segmentednurturing produced  16% increase   engagement.
How to2   Do It    Bezos-    Style
Your To-Do List1. Marketing Automation
Your To-Do List1. Marketing Automation1. Inbound Marketing
86% skip TV ads 44% of direct mail is never opened  91%  unsubscribe200mSay DO NOT CALL                     24
It’s time to transform your  marketing into something people  LOVEGet Found Online:Create valuable websitepages, blog arti...
It’s time to transform your  marketing into something people  LOVEGet Found Online:          Understand YourCreate valuabl...
Marketing automation                        helps here.It’s useless ifyour problem is here.
How do you knowwhere to start?
It depends on your business needs.
Scenario #1   4,444   15%   667   75%   500
Scenario #2   2,000,000   1%   20,000   5%   1,000
Scenario #3   2,000,000   5%   100,000   1%   1,000
How? Think
Context allows you to marry thebuyer to the right content at theright time                  does an exceptional job at thi...
The Traditional Approach                                    Emai                        Referral                         D...
The Inbound Approach                             Found     Emai                              Site      l         Website  ...
Everybody Should Know ThisPerson
Personalize Your Email
Create Workflows Based on Profiles                      When a lead clicks on this                      link, HubSpot send...
Personalize Your Website, Too           CTA for Prospects
Personalize Your Website, Too           CTA for Leads
Personalize Your Website, Too          CTA for Customers
Content, ButNo Context
Content +Context
3   Final    Thought
My Pockets Circa 2005
Now IOnlyNeed This
A Marketer’s Toolbox Today
NowMarketersOnlyNeed This
TheBenefit ofAll-in-One
THANKYOUConnect with me onTwitter: @rickburnes
Marketing Automation: A Tale of Two CMOs
Marketing Automation: A Tale of Two CMOs
Marketing Automation: A Tale of Two CMOs
Marketing Automation: A Tale of Two CMOs
Marketing Automation: A Tale of Two CMOs
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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 of "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. Traditionalmarketingautomationwill eventually Your Logokill yourbusiness.
    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 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. 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 AutomationExpiration 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 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. 14. Company #2 = = =
    15. 15. And the mathworks.
    16. 16. Shift to segmentednurturing produced 16% increase engagement.
    17. 17. How to2 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 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. 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 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. 31. The Traditional Approach Emai Referral Data l Offline Leads Lead ? Volume Funnel Volume Web Analytics
    32. 32. The Inbound Approach Found Emai Site l Website Via? Grade Offline Activit y Form Data Twitter Faceboo k Funnel Stage Browsing History
    33. 33. Everybody Should Know ThisPerson
    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 IOnlyNeed This
    44. 44. A Marketer’s Toolbox Today
    45. 45. NowMarketersOnlyNeed This
    46. 46. TheBenefit ofAll-in-One
    47. 47. THANKYOUConnect with me onTwitter: @rickburnes
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