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Death By Marketing Automation

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Death By Marketing Automation

  1. DEATH BY MARKETING Mike Volpe @mvolpe AUTOMATIO #DeathbyMA N
  2. I’m Mike Volpe. Nice to meet Top 10 you. 700,000 Blog Inbound Leads 120,000 Twitter 5,000 Followers Customers 3.7 million Free 1,500,000 Users Slideshare Views @mvolpe CMO @HubSpot
  3. #DF11 #DeathByM A @mvolpe @HubSpot
  4. MARKETING AUTOMATION WAS INVENTED TO HELP.
  5. SO WAS POWERPOINT .
  6. MARKETING AUTOMATION CAN BE DEADLY.
  7. Hi, I’m J. Buy my product ?
  8. Hi, J. This is how you made me feel.
  9. Every time you email a cold list… PRETEN DA KITTEN DIES.
  10. Mom, I just bought 10,000 names from a list service & sent them all an email.
  11. FRIENDS DON’T LET FRIENDS KILL KITTENS.
  12. A SHORT HISTORY OF MARKETING AUTOMATION
  13. Pre-Marketing Automation (1990’s)
  14. Marketing Automation (2000’s) x50 YOUR NAME BUY MY YOUR COMPANY PRODUCT! YOUR WEBSITE Your Name Your Company Your Website
  15. IT WONT JUST KILL YOUR PROSPECTS. IT COULD KILL YOUR COMPANY, TOO.
  16. DEATH BY MARKETING AUTOMATIO N. Your database 1 expires (like yogurt).
  17. Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K
  18. Attention Expires, Too Click Through Rate Days Since Subscription
  19. Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
  20. DEATH BY MARKETING AUTOMATIO N. Email is 2 unreliable (like the tabloids).
  21. 80% of people don’t read all their email
  22. Unsubscribing without Unsubscribing DELETE BUTTON SPAM BUTTON AUTO FILTERS GMAIL PRIORITY INBOX
  23. Email Pre-2011 All Messages by Date Flagrant Spam (Viagra, Nigerian Banks, Porn)
  24. Social Inbox
  25. 3M 200M Organizations with Private Domain Gmail Users (Including mvolpe@hubspot.com)
  26. To Where? 95% Deliverability!
  27. Email Post-2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (Automated Marketing Emails)
  28. DEATH BY MARKETING AUTOMATIO N. The world 3 has changed (like you).
  29. Times Have Changed
  30. 1990 Sales Demo Please tell me about your product. You have my undivided attention.
  31. 2011 Sales Demo Search Does their blog “Reviews Do I know make them look for Company anyone who smart? XYZ” works there? Is there a demo video from an Do they actual user? have a Anyone use mobile Company app? XYZ? What’s it like?
  32. Control is over.
  33. DEATH IS NOT THE ONLY OPTION.
  34. DEATH BY MARKETING AUTOMATION IS PREVENTABLE.
  35. INBOUND MARKETING
  36. INBOUND MARKETING MARKETING VS. AUTOMATION + +
  37. INBOUND MARKETING $ $
  38. x 50
  39. Make marketing people love
  40. LIFE BY INBOUND MARKETING Humanize 1 Your Marketing
  41. Who is Hxxxx Xxxxxx from Jxxxx Ixxxxxx ?
  42. Email can come from a human, who has PERMISSION..
  43. Those humans can be real, and helpful. (They can also talk to you - and not about buying.)
  44. Your Average Unsubscribe Screen
  45. GROUPON’s Unsubscribe Screen
  46. 55
  47. 59
  48. LIFE BY INBOUND MARKETING Use cross- platform 2 intelligence to create dynamic, personal experiences.
  49. INBOUND MARKETING EXPERIENCE ME CUSTOMIZED FOR ME f+ Facebook Follow Purchase Hx $ Email Page Visits Social Webinar Blog Sub Web Mobile Tools & Apps 63
  50. USER ACTIVITY INBOUND KARE MARKETING EXPERIENCE N CUSTOMIZED FOR KAREN f+ Facebook Follow Opt Out Service Chat Page Visits Social Favorites Mobile Activity Web SMS Tools & Apps 64
  51. Screenshot of Mike’s Amazon.com homepage 65
  52. Screenshot of Karen’s Amazon.com homepage 66
  53. 67
  54. LIFE BY INBOUND MARKETING Socialize 3 & mobilize your marketing.
  55. The Next Inbox is Social % of US Business People Who Regularly Check These Inboxes 100% 75% 50% 25% 0% Personal Corporate Facebook LinkedIn Twitter Blogs YouTube Email Email
  56. 86% of C-level execs have a smartphone. The majority say it is their primary communication tool
  57. Mobile Optimized Websites
  58. 78
  59. Screenshot of Mike’s Amazon.com mobile app 79
  60. Screenshot of Karen’s Amazon.com mobile app 80
  61. 81
  62. IN SUMMARY…
  63. 136,000 views
  64. 86
  65. DEATH BY MARKETING AUTOMATIO N. 1 2 3 Your Email is database unreliable The world expires (like the has changed (like tabloids). (like you). yogurt).
  66. LIFE BY INBOUND MARKETING . 1 2 3 Create Humanize dynamic, per Socialize & your sonal mobilize your marketing. experiences. MoFu.
  67. Complicated Easy & Integrated & Confusing
  68. New Strategic Investment $32M
  69. Get a Free Marketing Assessment Moscone North 1416 131 305 Moscone West Level 2 Alcove
  70. P.S. Free Unicorns! Hubspot.com/freeunicorns
  71. THANK YOU Mike Volpe Twitter.com/mvolpe Facebook.com/mvolpe Linkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com

Editor's Notes

  • POINT OUT WHAT IT WAS SUPPOSED TO HELP WITH…
  • Powerpoint was designed specifically to help people communicate better, to tell their stories, be more convincing, share ideas more effectively…
  • But the tool itself isnt enough – and lots of people screwed it up. (This is a slide version of Cinderella – a bad ppt slide can even fuck up a classic, simple fairytale. Imagine what it can do to something less engaging)
  • AND YET, MOST PRESENTATIONS BORE PEOPLE TO DEATH. (hopefully not this one!)
  • Dramatic/humorous pause!
  • This woman has an MBA from the University of Chicago.
  • Slight transition here to say basically “I’m here to help. Death by Marketing Automation is becoming a serious epidemic.” maybe play this part up a little like it’s a real health risk/concern that CDC is studying… it’s antibiotic resistant, etc. BUT ITS PREVENTABLE!“But before I tell you how to prevent Death by MA,” allow me to explain how this epidemic was created, because it’s always helpful to understand how epidemics start and ultimately, to have someone to blame.”
  • It all starts
  • It all starts
  • It all starts
  • 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
  • Source: http://www.hubspot.com/the-science-of-email-marketing/
  • It all starts
  • Source: http://www.hubspot.com/the-science-of-email-marketing/
  • FB Social InboxAll communication in one inbox, including email (mvolpe@facebook.com)By default - You only see messages from your friends and their friends.Gmail Priority InboxGrouped by “Important and unread, Starred, and Everything else”Google priority inbox & facebook social inbox now prioritize your inbox, making email more like SEO, your email needs to “rank” higher in the inbox.
  • It all starts
  • All of the tools and technologies available today push everything to be free from control – your customers are free and have more power than you, your ideas want to be free and are more powerful when they are free, and your employees have the tools and power to be free and unconstrained as well.
  • It all starts
  • It all starts
  • It all starts
  • It all starts
  • Could not find him providing any help, no twitter, no facebook, only found linkedin, and did not answer any questions or participate in any groups, or anything like that. He is a leech sucking value out of everyone else – not the kind of person you want to do business with.
  • www.hubspot.com/cartoons
  • www.hubspot.com/cartoons
  • http://www.youtube.com/watch?v=4-lGe5MnBlY
  • It all starts
  • It all starts
  • Source: People-OnTHeGo, “The New New Inbox: How Email and Social Media Changed Our Lives” Nov 11, 2010 (via eMarketer)
  • Source: http://www.emarketer.com/Articles/Print.aspx?1008139
  • http://blog.hubspot.com/blog/tabid/6307/bid/4934/Why-Your-Email-Needs-Social-Media-and-How-to-Do-It-Right.aspx
  • It all starts
  • This woman has an MBA from the University of Chicago.
  • It all starts
  • It all starts
  • There are lots of enterprise marketing tools for multinational corporations. But these tools are overly complex, expensive and difficult to use. And you need a number of different tools to do marketing the way you should do it. HubSpot makes this all a lot easier, since we have built a powerful, but integrated suite of marketing tools that allows you to do all the different parts of marketing with one system. Easy and integrated.
  • Here is where the iPad mention goes and the “plug” for the booth & RVIP…
  • Here is where the iPad mention goes and the “plug” for the booth & RVIP…

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