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THE 5 THINGS I WISH
I KNEW BEFORE I BOUGHT
MARKETING AUTOMATION
HubSpot Webinar
✚
06.23.15
2
WEBINAR:
5 Things I Wish I Knew
Before I Bought Marketing
Automation
#mktautomationlessons
3
MEET TODAY’S GUESTS
JENIFER KERN
VP of Marketing
KYLE MCKAY
Head of Market Intelligence
Watch the On-Demand
Webinar by Clicking Below
WATCH
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
#1
IT’S ABOUT THE BUSINESS, BOZO
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
BUSINESS
ALIGNMENT
[example]
OUR VALUES SYSTEM 1 SYSTEM 2 SYSTEM 3
Agile & Flexible 
Collaborative  
Entrepreneurial 
Transparent  
Integrated/Full-Service
Creative  
Competitive 
Fast Growing  
Customer-Focused  
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
#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
‣ Creativity is Queen
‣ Personas & Buyer Profiles
‣ Always be Helping
2
1
3
5
4
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
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
#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.
FACT:
There are big differences between many
platforms.
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
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
#4
LOVEABLE IMPERFECTION RULES
18
LOVEABLE
IMPERFECTION
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
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 Aligner
COMMON ATTRIBUTE: LOVE SALES
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
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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