The document provides guidance on selecting the right marketing technology to avoid technology paralysis, detailing the evolution of marketing strategies and the essential tools needed for effective execution. It discusses various scenarios for leveraging technology in marketing, outlining key considerations for analytics, SEO, blogging, social media, landing pages, and marketing automation. The focus is on building a comprehensive strategy rather than using disjointed tactics to create an efficient marketing process.

1. How to
Avoid
Technology
Paralysis
A guide to the world of marketing software
Rick Burnes (@rickburnes)
HubSpot, Director of Product Marketing

2. Marketing Email
Automation? Marketing?
Landing
Pages?
SEO Tools?
Social
CRM?
Website
Social Hosting?
Publishing?
Blogging
Social Software?
Monitoring?

3. Picking software feels like finding
A taxi at the airport in Nairobi.

4. How do I
pick the right
technology
for my
marketing
team?

5. Agenda
1 How did we get here?
2 What’s the right technology strategy?
3 What’s the right set of technology tactics?

6. HOW DID
WE GET
HERE?

7. How we used to consume
information
How we consume
information today

8. Where do
1
B2B buyers
1 get their
information? 37%
Catalogs
71%
35%
Seminars
Internet
39%
41% Trade
Trade Shows
Groups
Source: Rewiring Your B2B Rulebook
(Research from Google & Compete, conducted in October 2011)

9. The traditional marketing playbook

10. The new marketing playbook

12. The The
traditional new
marketing marketing
playbook playbook
Print PPC Landing Pages
TV SEO Video
Radio Social Ads Marketing Automation
PR Social Publishing Marketing Analytics
Events Blogging Print
Direct Mail Email Newletter TV
Analytics Lead Nurturing Radio
Social CRM Events
Data PR
Direct Mail

13. WHAT’S
THE RIGHT
TECH
STRATEGY?

14. The new playbook should
give you leverage.

15. Except
technology has a
way of starting off
promising …

16. … then ending
up abandoned.
Most people start building their
factory with a sink.

17. “We didn’t have a marketing process
to automate. Our marketing was very
tactical. We might acquire a list, or
attend a trade show. What we did
next was ad-hoc, and not necessarily
well thought through.”

18. Don’t Buy Toys.
Build a Factory.

19. What Is Inbound Marketing?
Process Website Visitors
Tools
Get Found
Get Found
• Content Mgmt
• Publish
• Blogging
• Promote
• Social Media
• Optimize
• SEO
Convert • Analytics
• Test Leads Convert
• Target • Offers / CTAs
• Nurture • Landing Pages
• Email
Analyze • Lead
• Track Intelligence
• Optimize • Lead Mgmt
Analyze
Customers
• Marketing
Analytics

20. WHAT ARE
THE BEST
TECH
TACTICS?

21. What is your
Goal?

22. Goal 2011
Target Visitors 25,000,000 20,000,000
Visitor-to-Lead Conversion 2% 2%
Target Leads 500,000 400,000
Lead-Customer Conversion 2% 2%
ARPU $1,000 $1,000
Annual Sales 10M 8M

26. What to Look for in Marketing Analytics
1. Closed-loop analytics (full-funnel tracking)
2. Multi-channel closed-loop analytics
3. Conversion assists
4. Conversion (landing page) analytics
5. Channel-level analytics

27. Where do you
have
Leverage?

28. Scenario #1: Low Traffic
Target Visitors 4,444
Visitor-to-Lead Conversion 15%
Target Leads 667
Lead-Customer Conversion 75%
ARPU $1,000
Annual Sales $500,000

30. What do you need
to rank well in
search enginges?

31. On-Page Off-Page

35. What to Look for in SEO Technology
1. Track your rank
2. Track your competitors’ rank
3. Track SEO-generated traffic
4. SEO should be easy to control via website
publishing tools
5. Page-by-page SEO tracking and
assessment

39. What to Look for in Blog Technology
1. Easy to update and maintain
2. Easy SEO of blog articles
3. Simple social sharing of blog articles
4. RSS & Email subscriptions
5. Track the leads your blog generates
6. Track the keywords your blog ranks for

40. Source: Mashable

45. What to Look for in Social Technology
1. Multi-channel monitoring solution
2. Multi-channel publishing solution
3. Track traffic and engagement by channel
4. Track leads generated by social media
5. Integration with marketing database & CRM

46. Scenario #2: Low Leads/Visits
Target Visitors 2,000,000
Visitor-to-Lead Conversion 1%
Target Leads 20,000
Lead-Customer Conversion 5%
ARPU $1,000
Annual Sales $1,000,000

49. What to Look for in Calls to Action
1. Easy to post and manage many CTAs
2. Track views, clicks and leads of each CTA
3. Simple A/B testing of CTAs

52. What to Look for in Landing Pages
1. Easy to update
2. Easy to create and manage at scale
3. Be able to run A/B tests
4. Flexible publishing
5. Seamless integration with your marketing
database and CRM

53. Scenario #3: Low
Customers/Leads
Target Visitors 2,000,000
Visitor-to-Lead Conversion 5%
Target Leads 100,000
Lead-Customer Conversion 1%
ARPU $1,000
Annual Sales $1,000,000

55. What to Look for in Email Marketing
1. Simple email sending and tracking
2. If shared IP, high sender score
3. Manage lists
4. Suppress lists
5. Robust, custom templating
6. Custom fields in emails

58. What to Look for in Marketing Database
1. Track all your contacts
2. Track all your activity and history
3. Be able to act upon that history
4. Do all this is a channel/platform agnostic
way
5. Integrated with your CRM

60. What to Look for in Marketing Automation
1. Multi-channel (not just email)
2. Focus on individuals and relationship (not
just volume of email)
3. Make sure that when you implement it you
have enough content
4. Make sure you have the resources to run
the package you get

61. Scenario #4: Unclear Leverage
Target Visitors 2,000,000
Visitor-to-Lead Conversion 5%
Target Leads 100,000
Lead-Customer Conversion 5%
ARPU $1,000
Annual Sales $5,000,000

64. How do I
pick the right
technology
for my
marketing
team?

65. FINAL
THOUGHT

67. Who has time
To put all the pieces together?
d.j.k. on flickr

68. SEO PPC Blogging CMS Social Landing Marketing Email Marketing Marketing
Media Pages Database Marketing Automatio Analytics
n
HubSpo
t
√ √ √ √ √ √ √ √ √ √
Eloqua
√ √ √ √ √
Marketo
√ √ √ √ √
Constant
Contact
√ √
Exact
Target
√
WordPres
s
√ √
Tumblr
√
Drupal
√ √
SEOMoz
√
HootSuite
√
Google
Analytics
√

69. THANK
YOU
Connect with me on
Twitter: @rickburnes