Death by Marketing Automation

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My slides from the Cloudforce NY 2011 Partner Theater.

Published in: Business, Technology

Death by Marketing Automation

  1. #DeathByMA DEATH BY MARKETING Laura Fitton @pistachio AUTOMATIO #DeathbyMA N
  2. I’m Laura @Pistachio Fitton.It’s nice to meet you. 700,000 Top 10 Inbound Blog Leads 136,000 Twitter 5,600 Followers Customers 3.7 million 1,500,000 Free Slideshare Users Inbound Marketing Views Evangelist @HubSpot
  3. MARKETINGAUTOMATIONWASINVENTED TOHELP.
  4. SO WASPOWERPOINT.
  5. MARKETINGAUTOMATIONCAN BE DEADLY.
  6. Hi, I’m J.Buy myproduct ?
  7. Hi, J. This ishow youmade me feel.
  8. Every timeyou emaila cold list…PRETENDAKITTENDIES.
  9. Mom, I just bought 10,000 namesfrom a list service & sent them all an email.
  10. FRIENDSDON’T LETFRIENDSKILLKITTENS.
  11. IT WONT JUSTKILL YOURPROSPECTS.IT COULD KILLYOURCOMPANY, TOO.
  12. DEATH BYMARKETINGAUTOMATION. Your database 1 expires (like yogurt).
  13. Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K
  14. Attention Expires, Too Click Through Rate Days Since Subscription
  15. Marketing AutomationExpiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
  16. DEATH BYMARKETINGAUTOMATION. Email is 2 unreliable (like the tabloids).
  17. 80% of peopledon’t read all their email
  18. Unsubscribing withoutUnsubscribing DELETE BUTTON SPAM BUTTON AUTO FILTERS GMAIL PRIORITY INBOX
  19. Social Inbox
  20. DEATH BYMARKETINGAUTOMATION. The world 3 has changed (like you).
  21. Times Have Changed
  22. 1990 Sales Demo Please tell meabout your product. You have my undivided attention.
  23. 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 aAnyone use mobileCompany app?XYZ? What’s itlike?
  24. Control is over.
  25. DEATHIS NOTTHEONLYOPTION.
  26. DEATH BYMARKETINGAUTOMATIONISPREVENTABLE.
  27. INBOUND MARKETINGhttp://bit.ly/inbound101
  28. INBOUND MARKETING MARKETING VS. AUTOMATION + +http://bit.ly/inbound101
  29. http://bit.ly/inbound1013 Steps: 1 2 3Get Found Convert Analyze (Measure What Matters)
  30. If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing. GUY KAWASAKI FORMER CHIEF EVANGELIST, APPLE CO-FOUNDER, ALLTOP.COMhttp://bit.ly/inbound101Image Credit: RangerRick
  31. INBOUND MARKETING$ $
  32. Less of this. 25% of your list expires each 91% year 86% unsubscribe skip TV ads Email usage is declining by as much as 44% 59% of direct mail is 2/3 never opened on FTC’s DO NOT CALL list 37
  33. More of this. 38
  34. Make marketingpeople love
  35. LIFE BY INBOUNDMARKETING Humanize 1 Your Marketing
  36. Email cancome fromahuman, who hasPERMISSION..
  37. Those humans can bereal, and helpful.(They can also talk to you - and not about buying.)
  38. Your Average UnsubscribeScreen
  39. GROUPON’s UnsubscribeScreen
  40. 45
  41. 49
  42. LIFE BY INBOUNDMARKETING 2 Create dynamic, person al experiences.
  43. 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 53
  44. Screenshot of Karen’sAmazon.com homepage 54
  45. 55
  46. LIFE BY INBOUNDMARKETING Mobilize & 3 socialize your marketing.
  47. The Next Inbox is Social % of US Business People Who Regularly Check These Inboxes100%75%50%25% 0% Personal Corporate Facebook LinkedIn Twitter Blogs YouTube Email Email
  48. 86% of C-level execshave a smartphone. The majority say it is their primary communication tool
  49. Mobile Optimized Websites
  50. 66
  51. INSUMMARY…
  52. DEATH BYMARKETINGAUTOMATION. 1 2 3 Your Email isdatabase unreliable The world expires (like the has changed (like tabloids). (like you). yogurt).
  53. LIFE BYINBOUNDMARKETING. 1 2 3 CreateHumanize dynamic, per Socialize & your sonal mobilize yourmarketing. experiences. MoFu.
  54. 78
  55. Complicated Easy & Integrated& Confusing
  56. Don’t live on Marketing Automation alone. All-in-one Marketing Automation alone Marketing Software Generates new traffic from search, Doesn’t generate new traffic blogs, social media Converts traffic into new leads for Helps re-convert existing leads.sales that can be real time synced with SFDC. Nurtures leads based on all Nurtures leads based only on web interactions with your company, both page views or form submissions. on and off the website.Measures the ROI from Top of Funnel Cannot determine which campaign through Closed Won Deal. Closed generates the most customers. More Loop Marketing between Sales and focused on email stats. Marketing
  57. New Strategic Investment $32M
  58. THANK YOU Laura Fitton Twitter.com/pistachio Facebook.com/pistachiolj Linkedin.com/in/pistachio pistachio@HubSpot.com www.HubSpot.com

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