Death by Marketing Automation: 3 Ways It Can Kill Your Business and How to Prevent It
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My slides from the Cloudforce NY 2011 Partner Theater.
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Death by Marketing Automation: 3 Ways It Can Kill Your Business and How to Prevent It
- 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
- 8. Hi, I’m J. Buy my product ?
- 9. Hi, J. This is how you made me feel.
- 10. Every time you email a cold list… PRETEN DA KITTEN DIES.
- 11. Mom, I just bought 10,000 names from a list service & sent them all an email.
- 13. IT WONT JUST KILL YOUR PROSPECTS. IT COULD KILL YOUR COMPANY, TOO.
- 14. DEATH BY MARKETING AUTOMATIO N. Your database 1 expires (like yogurt).
- 15. Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K
- 16. Attention Expires, Too Click Through Rate Days Since Subscription
- 17. Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
- 18. DEATH BY MARKETING AUTOMATIO N. Email is 2 unreliable (like the tabloids).
- 19. 80% of people don’t read all their email
- 20. Unsubscribing without Unsubscribing DELETE BUTTON SPAM BUTTON AUTO FILTERS GMAIL PRIORITY INBOX
- 21. Social Inbox
- 22. DEATH BY MARKETING AUTOMATIO N. The world 3 has changed (like you).
- 24. 1990 Sales Demo Please tell me about your product. You have my undivided attention.
- 25. 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?
- 26. Control is over.
- 30. INBOUND MARKETING MARKETING VS. AUTOMATION + + http://bit.ly/inbound101
- 31. http://bit.ly/inbound101 3 Steps: 1 2 3 Get Found Convert Analyze (Measure What Matters)
- 32. 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.COM http://bit.ly/inbound101 Image Credit: RangerRick
- 33. INBOUND MARKETING $ $
- 37. 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
- 38. More of this. 38
- 40. LIFE BY INBOUND MARKETING Humanize 1 Your Marketing
- 41. Email can come from a human, w ho has PERMISSION..
- 42. Those humans can be real, and helpful. (They can also talk to you - and not about buying.)
- 45. 45
- 49. 49
- 50. LIFE BY INBOUND MARKETING 2 Create dynamic, person al experiences.
- 53. 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
- 54. Screenshot of Karen’s Amazon.com homepage 54
- 55. 55
- 56. LIFE BY INBOUND MARKETING Mobilize & 3 socialize your marketing.
- 57. 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
- 58. 86% of C-level execs have a smartphone. The majority say it is their primary communication tool
- 66. 66
- 67. IN SUMMARY…
- 68. 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).
- 75. LIFE BY INBOUND MARKETING . 1 2 3 Create Humanize dynamic, per Socialize & your sonal mobilize your marketing. experiences. MoFu.
- 78. 78
- 79. Complicated Easy & Integrated & Confusing
- 81. 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
- 83. New Strategic Investment $32M
- 85. THANK YOU Laura Fitton Twitter.com/pistachio Facebook.com/pistachiolj Linkedin.com/in/pistachio pistachio@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
- 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
- You, of course, have more brains than money.
- It all starts
- www.hubspot.com/cartoons
- www.hubspot.com/cartoons
- 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
- It all starts
- This woman has an MBA from the University of Chicago.
- 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.
- HubSpot is an integrated marketing SAAS platform (25 tools total + app market place) that is essentially “marketing in a box” for SMBs. Just as CRM software revolutionized sales in the 90s, HubSpot has done this to marketing today by making it more scientific yet easy to use. The focus on SMBs and integrated nature of HubSpot makes it unique and is why there is no direct competition, but rather only ‘point solutions’. HubSpot’s software helps marketers at SMBs:GET FOUND via Search Engines, Blogs, and Social Media and drive visitors to the company’s siteCONVERT web traffic into new leads for the sales teamSegment and Target leads for BEHAVIOR based social media/email follow upANALYZE the effectiveness of traffic/lead sources.LEARN how to do Inbound Marketing from expertsHubSpot is simple enough to be used in a DIY format and does not require special training. Most importantly, it works: customers using HubSpot see lead increases of 3-8x within months of using the software..
- HubSpot is an integrated marketing SAAS platform (25 tools total + app market place) that is essentially “marketing in a box” for SMBs. Just as CRM software revolutionized sales in the 90s, HubSpot has done this to marketing today by making it more scientific yet easy to use. The focus on SMBs and integrated nature of HubSpot makes it unique and is why there is no direct competition, but rather only ‘point solutions’. HubSpot’s software helps marketers at SMBs:GET FOUND via Search Engines, Blogs, and Social Media and drive visitors to the company’s siteCONVERT web traffic into new leads for the sales teamSegment and Target leads for BEHAVIOR based social media/email follow upANALYZE the effectiveness of traffic/lead sources.LEARN how to do Inbound Marketing from expertsHubSpot is simple enough to be used in a DIY format and does not require special training. Most importantly, it works: customers using HubSpot see lead increases of 3-8x within months of using the software..