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DEATH BY
             MARKETING
Mike Volpe
@mvolpe      AUTOMATIO
#DeathbyMA
                 N
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
#DF11
#DeathByM
A
@mvolpe
@HubSpot
MARKETING
AUTOMATION
WAS
INVENTED TO
HELP.
SO WAS
POWERPOINT
.
MARKETING
AUTOMATION
CAN BE DEADLY.
Hi, I’m
   J.
Buy my
product
   ?
Hi, J.
 This is
how you
made me
  feel.
Every time
you email
a cold list…

PRETEN
DA
KITTEN
DIES.
Mom,
   I just bought
  10,000 names
from a list service
  & sent them all
      an email.
FRIENDS
DON’T LET
FRIENDS
KILL
KITTENS.
A SHORT
HISTORY
OF
MARKETING
AUTOMATION
Pre-Marketing Automation (1990’s)
Marketing Automation (2000’s)

                 x50




   YOUR NAME

BUY MY
YOUR COMPANY
PRODUCT!
YOUR WEBSITE
    Your Name
 Your Company
  Your Website
IT WONT JUST
KILL YOUR
PROSPECTS.
IT COULD KILL
YOUR
COMPANY, TOO.
DEATH BY
MARKETING
AUTOMATIO
N.            Your
            database
  1          expires
              (like
             yogurt).
Your List Expires at ~25% / Year

 Year 1       Year 2     Year 3




  50K                   21K
Attention Expires, Too
 Click Through Rate




                      Days Since Subscription
Marketing Automation
Expiration


 500 Leads
      50K list
      4% CTR
   25% Conversion

                       42 Leads
                        21K list
                        1% CTR
                       20% Conv
DEATH BY
MARKETING
AUTOMATIO
N.
             Email is

  2         unreliable
             (like the
            tabloids).
80%
   of people
don’t read all
  their email
Unsubscribing without
Unsubscribing


                  DELETE BUTTON


                    SPAM BUTTON


                        AUTO FILTERS

                    GMAIL PRIORITY INBOX
Email Pre-2011




         All Messages by Date


         Flagrant Spam
         (Viagra, Nigerian Banks, Porn)
Social Inbox
3M

   200M             Organizations
                     with Private
                       Domain

   Gmail
   Users

(Including mvolpe@hubspot.com)
To Where?

  95%
Deliverability!
Email Post-2011



        Things You Like
        (People & Brands)

        Things You Don’t Like
        Or Don’t Know
        (Automated Marketing Emails)
DEATH BY
MARKETING
AUTOMATIO
N.
             The world
  3         has changed
             (like you).
Times Have Changed
1990 Sales Demo

  Please tell me
about your product.
   You have my
    undivided
    attention.
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?
Control is over.
DEATH
IS NOT
THE
ONLY
OPTION.
DEATH BY
MARKETING
AUTOMATION
IS
PREVENTABLE.
INBOUND
MARKETING
INBOUND      MARKETING
MARKETING VS.
            AUTOMATION




  +   +
INBOUND MARKETING




$                   $
x 50
Make
 marketing
people love
LIFE BY INBOUND
MARKETING




                  Humanize
   1                Your
                  Marketing
Who is Hxxxx Xxxxxx from Jxxxx Ixxxxxx ?
Email can
come from
a human,
who has
PERMISSION..
Those
 humans
  can be
real, and
 helpful.


(They can
 also talk
 to you -
 and not
  about
 buying.)
Your Average Unsubscribe
Screen
GROUPON’s Unsubscribe
Screen
55
59
LIFE BY INBOUND
MARKETING



                 Use cross-
                  platform
   2           intelligence to
              create dynamic,
                  personal
                experiences.
INBOUND
                                            MARKETING
                                            EXPERIENCE
                     ME                      CUSTOMIZED
                                               FOR ME


f+     Facebook Follow
                          Purchase Hx
                                        $
                                                               Email




Page Visits
                                                 Social
                              Webinar


     Blog Sub                                         Web




                                                                Mobile




                                                Tools & Apps


                                                                       63
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
Screenshot of Mike’s Amazon.com
homepage




                                  65
Screenshot of Karen’s
Amazon.com homepage




                        66
67
LIFE BY INBOUND
MARKETING



                  Socialize
   3              & mobilize
                    your
                  marketing.
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
86% of C-level execs
have a smartphone.




                        The majority
                        say it is their
                          primary
                       communication
                             tool
Mobile Optimized Websites
78
Screenshot of Mike’s Amazon.com
mobile app




                                  79
Screenshot of Karen’s
Amazon.com mobile app




                        80
81
IN
SUMMARY…
136,000
 views
86
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).
LIFE BY
INBOUND
MARKETING
.
 1              2              3
                Create
Humanize     dynamic, per    Socialize &
  your          sonal       mobilize your
marketing.   experiences.      MoFu.
Complicated   Easy & Integrated
& Confusing
New Strategic Investment



                 $32M
Get a Free Marketing
Assessment

                       Moscone North
                       1416
                       131
                       305

                       Moscone West
                       Level 2 Alcove
P.S. Free Unicorns!




                      Hubspot.com/freeunicorns
THANK
 YOU
             Mike Volpe
            Twitter.com/mvolpe
          Facebook.com/mvolpe
        Linkedin.com/in/mikevolpe
          mvolpe@HubSpot.com
         www.HubSpot.com
Death By Marketing Automation
Death By Marketing Automation

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Death By Marketing Automation

Editor's Notes

  1. POINT OUT WHAT IT WAS SUPPOSED TO HELP WITH…
  2. Powerpoint was designed specifically to help people communicate better, to tell their stories, be more convincing, share ideas more effectively…
  3. 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)
  4. AND YET, MOST PRESENTATIONS BORE PEOPLE TO DEATH. (hopefully not this one!)
  5. Dramatic/humorous pause!
  6. This woman has an MBA from the University of Chicago.
  7. 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.”
  8. It all starts
  9. It all starts
  10. It all starts
  11. 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
  12. Source: http://www.hubspot.com/the-science-of-email-marketing/
  13. It all starts
  14. Source: http://www.hubspot.com/the-science-of-email-marketing/
  15. 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.
  16. It all starts
  17. 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.
  18. It all starts
  19. It all starts
  20. It all starts
  21. It all starts
  22. 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.
  23. www.hubspot.com/cartoons
  24. www.hubspot.com/cartoons
  25. http://www.youtube.com/watch?v=4-lGe5MnBlY
  26. It all starts
  27. It all starts
  28. Source: People-OnTHeGo, “The New New Inbox: How Email and Social Media Changed Our Lives” Nov 11, 2010 (via eMarketer)
  29. Source: http://www.emarketer.com/Articles/Print.aspx?1008139
  30. http://blog.hubspot.com/blog/tabid/6307/bid/4934/Why-Your-Email-Needs-Social-Media-and-How-to-Do-It-Right.aspx
  31. It all starts
  32. This woman has an MBA from the University of Chicago.
  33. It all starts
  34. It all starts
  35. 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.
  36. Here is where the iPad mention goes and the “plug” for the booth & RVIP…
  37. Here is where the iPad mention goes and the “plug” for the booth & RVIP…