Marketing Automation: A Tale of Two CMOs
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Marketing Automation: A Tale of Two CMOs






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  • Sources: (slide 5)
  • Get Found Online:Create valuable website pages, blog articles and social media messages optimized to drive qualified leads to your site.

Marketing Automation: A Tale of Two CMOs Marketing Automation: A Tale of Two CMOs Presentation Transcript

  • MarketingAutomationA Tale of Two CMOsSocial Biz Atlanta – February 22, 2013Rick Burnes, Director of Product Marketing @ HubSpot
  • Traditionalmarketingautomationwill eventually Your Logokill yourbusiness.
  • This Could Be YouInboundmarketingautomationwill help youdelightcustomers andprospects. View slide
  • 1 The Tale of Two CMOs View slide
  • MeetCMO #1
  • 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
  • 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 21K list 1% CTR 20% Conv
  • MeetCMO #2
  • 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.
  • 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 articles andsocial media messagesoptimized to drivequalified leads toyour site. Your
  • 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.
  • 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 this with its recommendation engine. . . Brian Halligan HubSpot CEO Dharmesh Shah HubSpot CTO
  • The Traditional Approach Emai Referral Data l Offline Leads Lead ? Volume Funnel Volume Web Analytics
  • The Inbound Approach Found Emai Site l Website Via? Grade Offline Activit y Form Data Twitter Faceboo k Funnel Stage Browsing History
  • Everybody Should Know ThisPerson
  • Personalize Your Email
  • Create Workflows Based on Profiles When a lead clicks on this link, HubSpot sends a notification to the sales rep who owns the lead.
  • 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