1. HubSpot.com/FreeUnicorns
MARKETING
FACT
vs.
fantasy
marketing

2. fanta
sy
—noun

3. fanta
sy
—noun
An idea with no basis in reality.

4. FACT
—noun
—noun
A thing that is indisputably the case.

5. Unicorns
live in a
fantasy
world.

6. MARKETING EXECS
CAN’T AFFORD TO.

7. LET‟S SEPARATE
MARKETING
FACT

8. LET‟S SEPARATE
MARKETING
FACT from
fantas
marketing

9. fanta
marketing
sy B2B companies
don‟t need to
waste their time on

10. MARKETING
FACT
39%
of B2B companies
using Twitter have
acquired new
customers from it.

11. MARKETING
FACT 41%
of B2B companies
using Facebook
have acquired new
customers from it.
39%
of B2B companies
using Twitter have
acquired new
customers from it.

12. fantmarketing
asy
You can rely on email to
be the workhorse of
your online marketing
efforts.
12

13. MARKETING
FACT
Your email
database
expires
at a rate of
25%
per year

14. MARKETING
Gmail Priority
Inbox & other
tools are pushing
your automated
FACT
emails to the
bottom of the
inbox.
Your email
database
expires
at a rate of
25%
per year

15. Television ads
continue to be
one of the most
effective forms
of advertising.
fanta
marketing
15

16. MARKETING
FACT
86%
of people skip
TV ads.

17. MARKETING
FACT TiVo, DVRs, Hulu,
YouTube, &
thousands of cable
& satellite networks
have fragmented
TV audiences.
86%
of people skip
TV ads.

18. fanta
marketing
sy
Most companies
are increasing
their
investments in
traditional, outbo
und marketing
programs.
18

19. MARKETING
FACT
54%
of companies
increased their
investments in
social media &
blogs in 2011.

20. MARKETING
FACT
54%
of companies
Leads generated
via inbound
marketing tactics
like blogging
62%
& social media cost
increased their
investments in
social media &
blogs in 2011. less.

21. fanta
marketing
sy
People like to receive
telemarketing calls.
21

22. MARKETING
FACT
200m
Americans are
on the FTC‟s Do
Not Call list.

23. fantasy
marketing
Tradeshows are a
great, cost-effective
way to generate a ton
of new leads and
customers.
23

24. MARKETING
FACT
Tradeshows are one of the most
costly ways to generate leads &
customers.

25. fantasy
marketing
If you give your
content away
for
free, prospects
will never buy
your full-
fledged
offering.
25

26. “Free trials” are
an excellent way
to demonstrate
the value of your
product &
increase
conversion.
MARKETING
FACT

27. “Free trials” are
an excellent way
to demonstrate
the value of your
product &
increase
conversion.
Sharing
free, relevant
MARKETING
content online
FACT
helps search
engines
—& prospects—
find you.

28. fantas
marketing
y
Online advertising
is not effective
for local businesses.
28

29. 89%
of US internet users
search online before
they make a
purchase, even when
the purchase is made at
a
local business.
MARKETING
FACT

30. fantas
marketing
y
Blogging is overrated
& not particularly effective
for marketing.
30

31. MARKETING Companies
FACT that blog get
55%
more web traffic
than those
that don‟t.

32. MARKETING Companies
FACT that blog get
55%
more web traffic
than those
that don‟t.
They also get
70%more
leads

33. MARKETING Companies
FACT that blog get
55%
more web traffic
than those
that don‟t.
57%
They also get
70%more of companies
leads have acquired a
customer through
their blog.

34. fantasy
marketing
Optimizing
your website
& email for
mobile phones
is not that
important.
34

35. 35%
of Americans
own a
smartphone.
MARKETING
FACT

36. By YE2011,
that figure
will rise to
50%
35%
of Americans
own a
smartphone.
MARKETING
FACT

37. By YE2011,
that figure
will rise to
50%
86%
35%
of Americans
of C-level
executives
have
smartphones.
own a
smartphone.
MARKETING
FACT

38. By YE2011,
that figure
will rise to
50%
86%
35%
of Americans
of C-level
executives
have
smartphones.
own a
smartphone.
The majority of
MARKETING
them say it‟s their
primary
FACT
communication
tool.

39. fantasy
marketing
Optimizing for
mobile devices
isn‟t worth the
effort.
39

40. MARKETING
FACT
74%
of smartphone
users have made a
purchase from their
smartphone.

41. MARKETING
FACT
78% 74%
of smartphone
of business users have made a
people use their purchase from their
mobile device to smartphone.
check email.

42. 40% MARKETING
of US smartphone
owners compare
prices on their mobile
device while in-
store, shopping for an
FACT
item.
78% 74%
of smartphone
of business users have made a
people use their purchase from their
mobile device to smartphone.
check email.

43. fantas
marketing
y
Nobody
reads
blogs.
43

44. MARKETING
FACT 65% of daily
internet users
read blogs.

45. 46%of daily
internet users
read >1
blog/day.
MARKETING
FACT 65% of daily
internet users
read blogs.

46. 46%
of daily
internet users
read >1
blog/day.
MARKETING
FACT 65% of daily
internet users
read blogs.
36%
of daily internet
users read 5-10
blogs/day.

47. fantas
marketing
y
Blogging has no impact
on a company‟s Twitter
reach.

48. fantas
marketing
y
Email is still one of
the most effective
ways of communicating
with prospects.
48

49. Blogging can
MARKETING
increase your
Twitter reach
75%
by
FACT

50. MARKETING
FACT
Email usage
is declining
by as much as
59%
across all
age groups

51. MARKETING
FACT
US internet
users
3X more
spend
minutes on blogs
& social
networks than on
email
Email usage
is declining
by as much as
59%
across all
age groups

52. fantasmarketing
y
Blogging occasionally has
the same impact on traffic
& lead-gen as blogging
constantly.

53. MARKETING
FACT
Businesses
who blog at least
twenty times per
month generate
5X more
traffic
than those who
only blog a few
times per month.

54. MARKETING
They also
4X
generate
FACT more leads
Businesses
who blog at least
twenty times per
month generate
5X more
traffic

55. Blogs are nice,
but hardly a
must-have for
businesses.
55

56. MARKETING
FACT
2/3
of marketers say their
company blog is
“critical” or
“important” to their
business.

57. fantasmarketing
y
Facebook may be
great for building
buzz, but it has yet to
prove itself as an
effective channel for
generating sales.
57

58. 41%
of B2B companies
using Facebook have
MARKETING
FACT
acquired a customer
from it.

59. 41%
of B2B companies
using Facebook have
MARKETING
FACT
acquired a customer
from it.
62%
of B2C companies
using Facebook have
acquired a customer
from it.

60. 41%
of B2B companies
using Facebook have
MARKETING
FACT
acquired a customer
from it.
51%
62%
of B2C companies
of Facebook fans are
more likely to buy the
brands they „like.‟
using Facebook have
acquired a customer
from it.

61. fantasy
marketing
Social networks are only for youngsters.
61

62. MARKETING
FACT
40%
of Facebook‟s
active users are
over the age of
35.

63. MARKETING
FACT
40%
of Facebook‟s
active users are
over the age of
35.
52%
of 55-64 year old
internet users
have joined a
social network.

64. MARKETING
FACT
93%
40%
of Facebook‟s
active users are
of US adult internet over the age of
users are on
Facebook. 35.
52%
of 55-64 year old
internet users
have joined a
social network.

65. fanta
marketing
sy
Websites
with
numerous
landing pages
confuse
people.
65

66. MARKETING
Businesses with
31 to 40 landing
7X FACT
pages get
more
leads
than those with only
1 to 5 landing
Pages

67. MARKETING
Businesses with
31 to 40 landing
7X FACT
pages get
more
leads
than those with only
1 to 5 landing
Pages
Businesses with
>40 landing
12X
pages get
more leads

68. marketing
fantasy
Web traffic is the most
important measure of
online marketing success.
68

69. MARKETING
FACT
Traffic is nice, but if those
visitors are leaving
immediately, who cares?
Conversion matters.

70. fantasy
marketing
Lead-nurturing email campaigns
should be automated based on each
lead‟s activity on your company
website.
70

71. MARKETING
FACT
Sending automated emails to leads without
a complete understanding of their experience
with your company across channels, including
mobile and social media, is more like SPAM
than lead-nurturing.

72. MARKETING
FACT
Sending automated emails to leads without
a complete understanding of their experience
with your company across channels, including
mobile and social media, is more like SPAM
than lead-nurturing.
Every time
you send
SPAM,
a kitten
dies.*

73. MARKETING
FACT
Sending automated emails to leads without
a complete understanding of their experience
with your company across channels, including
mobile and social media, is more like SPAM
than lead-nurturing.
Every time
you send
SPAM,
a kitten
dies.*
*not actually a fact.

74. fantasy
marketing
Marketing automation
software is all you
need to generate
boatloads of quality
sales leads.
74

75. MARKETING
FACT
Marketing automation can help
streamline the process of
communicating with & nurturing
leads—but it doesn’t do jack squat
to help generate them.

76. fantasy
marketing Inbound Marketing focuses
exclusively on top of the funnel
objectives like attracting
prospects & leads.
76

77. MARKETING
FACT Inbound Marketing does help attract
prospects & leads—but it also helps
convert those leads into paying
customers by providing them with
a relevant, customized experience
designed to benefit them,
not interrupt them.

78. fantasy
marketing
All marketing software is created
equal. Every brand claims to
increase traffic, leads, &
revenue, but none back those claims
with real data. 78

79. MARKETING
FACT
HubSpot‟s
all-in-one Inbound
Marketing software
6.5
has generated over
million
leads

80. MARKETING
FACT
864
and
million
HubSpot‟s page views
all-in-one Inbound for 5000+
Marketing software customers
6.5
has generated over
million
leads

81. MARKETING
FACT
864
and
million
HubSpot‟s page views
all-in-one Inbound For 5000+
Marketing software customers
6.5
has generated over
HubSpot
customers
million
4X
average
leads
more traffic

82. MARKETING
FACT and
25X
864
and
more leads
million
HubSpot‟s page views
all-in-one Inbound For 5000+
Marketing software customers
6.5
has generated over
HubSpot
customers
million
4X
average
leads
more traffic

83. fantasmarketing
Social media may be
helping big brands
with big bucks extend
their reach &
influence online, but it
doesn‟t
do squat for small
businesses.
83

84. MARKETING
FACT 57%
of small businesses
say social media
is beneficial to
their business.

85. fantasy
marketing
Twitter is an annoying, pointless
waste
of time, with no real business value.

86. Companies that
2X
use Twitter average
more leads
than those
that don‟t.
MARKETING
FACT

87. Companies that
2X
use Twitter average
more leads
than those
that don‟t.
MARKETING
FACT
Companies with
1000+ Twitter
6X
followers get
more traffic

88. Companies that
2X
use Twitter average
more leads
than those
that don‟t.
MARKETING
FACT
Companies with
1000+ Twitter
6X
followers get
42%
of companies that
use Twitter for
more traffic
marketing have
acquired a customer
through it

89. marketing
fantasy
Saying “please retweet”
in a tweet only annoys people.
89

90. Actually, saying "Please
Retweet" in a tweet leads
to more tweets.
MARKETING
FACT

91. There is no
single “all-in-
one” marketing
software product
that meets the
needs of today‟s
business.
91

92. MARKETING
FACT
HubSpot’s all-in-one inbound marketing software includes:
• Multi-channel analytics to measure true ROI
• A/B testing & landing page tools to increase conversion
• Blogging, SEO & social media tools to help you get found online
• Behavior-driven communications to nurture leads

93. MARKETING
FACT
More than
5,000
companies use HubSpot
to make marketing
that people
LOVE

94. “ 3 years ago our
company spent
roughly $200k
in advertising
to achieve about
$4 million in sales.
Marcus Sheridan
Owner, River Pools & Spas
HubSpot Customer

95. “ 3 years ago our
company spent
roughly $200k
in advertising
to achieve about
$4 million in sales.
This year, we will
spend about $18k
in order to achieve
roughly $5 million
Marcus Sheridan
Owner, River Pools & Spas
in sales.” HubSpot Customer

96. “
HubSpot
changed my life.
It saved my
business.”
Read Marcus‟ story:
Marcus Sheridan
Owner, River Pools & Spas
HubSpot Customer
http://bit.ly/q6kFgB

97. Don’t let
unicorns
fool you.

98. STICK WITH THE
FACTS.