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THE 5 THINGS I WISH
I KNEW BEFORE I
BOUGHT MARKETING
AUTOMATION
HubSpot Webinar
✚
06.23.15
2
LIVE WEBINAR:
5 Things I Wish I
Knew Before I
Bought Marketing
Automation
12 PM ET / 9AM / 5 PM GMT
#mktautomationlessons
3
MEET TODAY’S GUESTS
JENIFER KERN
VP of Marketing
KYLE MCKAY
Head of Market Intelligence
4
1. It’s About the Business, Bozo
2. Technology is a Tool, Marketing is a
Mindset
3. Not all Platforms are Created Equal
...
5
#1
IT’S ABOUT THE BUSINESS,
BOZO
6
PUT THE
BUSINESS
FIRST.
ALWAYS.
ASSESS YOUR :
‣ Business culture
‣ Strategies and goals
‣ Core values
‣ Brand attributes...
7
BUSINESS
ALIGNMEN
T [example]
OUR
VALUES
SYSTEM 1 SYSTEM 2 SYSTEM 3
Agile & Flexible 
Collaborative  
Entrepreneurial...
8
LESSONS
LEARNED:
BUSINESS
ALIGNMENT
‣ Expand RFPs beyond technical
criteria to company values, culture,
brand.
‣ Create ...
9
#2
TECHNOLOGY IS A TOOL,
MARKETING IS A MINDSET
10
TECHNOLOGY
IS ALWAYS
CHANGING;
BASIC TENETS
OF MARKETING
ARE NOT
KEEP MARKETING CONCEPTS AT
THE CORE:
‣ Content is King...
11
COMBINE
ART +
SCIENCE
THE ART
content, personas,
visuals designs,
branding
What does this mean for your team/skillsets,...
12
LESSONS
LEARNED:
BALANCE
MARKETING &
TECHNOLOGY
‣ Stay true to your inner marketing
goddess.
‣ Channel Peter Drucker.
‣...
13
#3
NOT ALL PLATFORMS
ARE CREATED EQUAL
14
NOT ALL
PLATFORMS
ARE
CREATED
EQUAL
2
5
4
1
3 MYTH::
All Marketing Automation systems
pretty much do the same thing.
FA...
15
‣ Major differences to look for:
inbound, outbound, SEO,
reporting, CRM integration,
mobile, ease of use.
‣ My first vs...
16
LESSONS
LEARNED:
PLATFORM
DIFFERENCES
‣ Outbound is only the tip of the
iceberg.
‣ Focus on diverse, integrated
approac...
17
#4
LOVEABLE
IMPERFECTION RULES
18
LOVEABLE
IMPERFECTI
ON RULES
MARKETERS:
It’s time to let go of perfection. Our
new rallying cry is loveable
imperfectio...
19
LESSONS
LEARNED:
ABOUT
PERFECTION
‣ Done is better than
perfect.
‣ Test, iterate,
improve.
‣ Try Agile marketing.
20
#5
IT TAKES A VILLAGE
21
MARKETING AUTOMATION
IMPLEMENTATIONS
=
A MAJOR CHANGE MANAGEMENT
PROCESS
22
IT TAKES A
VILLAGE
2
1
5
3
4
TEAM SKILLSETS
‣ The Content Guru
‣ The Measurer & Enforcer
‣ The Designer
‣ The CRM Align...
23
LESSONS
LEARNED:
BUILD YOUR
VILLAGE
‣ Establish an open and transparent
environment.
‣ Involve all key stakeholders ear...
24
QUESTIONS?
Tweet: @Jenifer_Kern
www.linkedin.com/in/jeniferkern
http://blog.celerity.com
25
CURIOUS ABOUT HUBSPOT’S
MARKETING AUTOMATION
SOFTWARE?
www.hubspot.com/demo
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Hubspot celerity webinar_final

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Hubspot celerity webinar_final

  1. 1. THE 5 THINGS I WISH I KNEW BEFORE I BOUGHT MARKETING AUTOMATION HubSpot Webinar ✚ 06.23.15
  2. 2. 2 LIVE WEBINAR: 5 Things I Wish I Knew Before I Bought Marketing Automation 12 PM ET / 9AM / 5 PM GMT #mktautomationlessons
  3. 3. 3 MEET TODAY’S GUESTS JENIFER KERN VP of Marketing KYLE MCKAY Head of Market Intelligence
  4. 4. 4 1. It’s About the Business, Bozo 2. Technology is a Tool, Marketing is a Mindset 3. Not all Platforms are Created Equal 4. Loveable Imperfection Rules 5. It Takes a Village THE BIG 5
  5. 5. 5 #1 IT’S ABOUT THE BUSINESS, BOZO
  6. 6. 6 PUT THE BUSINESS FIRST. ALWAYS. ASSESS YOUR : ‣ Business culture ‣ Strategies and goals ‣ Core values ‣ Brand attributes … THEN ALIGN THEM WITH A SIMILAR SYSTEM. 1 2 3 5 4
  7. 7. 7 BUSINESS ALIGNMEN T [example] OUR VALUES SYSTEM 1 SYSTEM 2 SYSTEM 3 Agile & Flexible  Collaborative   Entrepreneurial  Transparent   Integrated/Full- Service Creative   Competitive  Fast Growing   Customer- Focused  
  8. 8. 8 LESSONS LEARNED: BUSINESS ALIGNMENT ‣ Expand RFPs beyond technical criteria to company values, culture, brand. ‣ Create a business alignment checklist. ‣ Ask vendors what values guide their solution. ‣ Call their Support Line!
  9. 9. 9 #2 TECHNOLOGY IS A TOOL, MARKETING IS A MINDSET
  10. 10. 10 TECHNOLOGY IS ALWAYS CHANGING; BASIC TENETS OF MARKETING ARE NOT KEEP MARKETING CONCEPTS AT THE CORE: ‣ Content is King ‣ Creativity is Queen ‣ Personas & Buyer Profiles ‣ Always be Helping 2 1 3 5 4
  11. 11. 11 COMBINE ART + SCIENCE THE ART content, personas, visuals designs, branding What does this mean for your team/skillsets, strategy? THE SCIENCE the technology, testing, reporting & analytics, SEO
  12. 12. 12 LESSONS LEARNED: BALANCE MARKETING & TECHNOLOGY ‣ Stay true to your inner marketing goddess. ‣ Channel Peter Drucker. ‣ Focus first on marketing strategy, second on how technology enables it. ‣ Embrace both right and left brain approaches.
  13. 13. 13 #3 NOT ALL PLATFORMS ARE CREATED EQUAL
  14. 14. 14 NOT ALL PLATFORMS ARE CREATED EQUAL 2 5 4 1 3 MYTH:: All Marketing Automation systems pretty much do the same thing. FACT: There are big differences between many platforms.
  15. 15. 15 ‣ Major differences to look for: inbound, outbound, SEO, reporting, CRM integration, mobile, ease of use. ‣ My first vs. second selection process. NOT ALL PLATFORMS ARE CREATED EQUAL
  16. 16. 16 LESSONS LEARNED: PLATFORM DIFFERENCES ‣ Outbound is only the tip of the iceberg. ‣ Focus on diverse, integrated approaches. ‣ Don’t overlook mobile friendliness. ‣ Empower your team/users in the selection process. Prediction: competitive landscape will get smaller, systems more integrated
  17. 17. 17 #4 LOVEABLE IMPERFECTION RULES
  18. 18. 18 LOVEABLE IMPERFECTI ON RULES MARKETERS: It’s time to let go of perfection. Our new rallying cry is loveable imperfection. ‣ Adaptive and iterative over Big Bang. ‣ There’s no silver bullet. But many little bronze bullets. ‣ Embrace Reporting & Analytics, but don’t belabor it
  19. 19. 19 LESSONS LEARNED: ABOUT PERFECTION ‣ Done is better than perfect. ‣ Test, iterate, improve. ‣ Try Agile marketing.
  20. 20. 20 #5 IT TAKES A VILLAGE
  21. 21. 21 MARKETING AUTOMATION IMPLEMENTATIONS = A MAJOR CHANGE MANAGEMENT PROCESS
  22. 22. 22 IT TAKES A VILLAGE 2 1 5 3 4 TEAM SKILLSETS ‣ The Content Guru ‣ The Measurer & Enforcer ‣ The Designer ‣ The CRM Aligner COMMON ATTRIBUTE: LOVE SALES
  23. 23. 23 LESSONS LEARNED: BUILD YOUR VILLAGE ‣ Establish an open and transparent environment. ‣ Involve all key stakeholders early and often. ‣ Ask for their advice/insight. ‣ Train and educate. ‣ Keep it real (tell stories).
  24. 24. 24 QUESTIONS? Tweet: @Jenifer_Kern www.linkedin.com/in/jeniferkern http://blog.celerity.com
  25. 25. 25 CURIOUS ABOUT HUBSPOT’S MARKETING AUTOMATION SOFTWARE? www.hubspot.com/demo

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