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CRM 101: Session 9: Death by Marketing Automation

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Join us for a lively session that will take an honest look at the realities vs. the myths behind marketing automation platforms. We'll explore how to use real data, not hype, to identify the tools, technologies, and tactics that are critical to success for today's social enterprise.

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CRM 101: Session 9: Death by Marketing Automation

  1. 1. CRM 101Death by Marketing Automation
  2. 2. Laura @Pistachio FittonInbound Marketing Evangelist, HubSpot http://hubspot.com/talkhubspot 4/25/2012 2
  3. 3. #DeathByMA DEATH BY MARKETING Laura Fitton @pistachio AUTOMATIO #DeathbyMATweet: #SCON12 N
  4. 4. I’m Laura @Pistachio Fitton.I work atIt’s nice to meet you. 2011: #2 12.5 Marketing MILLION Blog Leads Generated 186,000 Twitter 6,500 Followers Customers 700+ 4.5 million VARs Users All-in-one marketing
  5. 5. MARKETINGAUTOMATIONWASINVENTED TOHELP.
  6. 6. SO WASPOWERPOINT.
  7. 7. MARKETINGAUTOMATIONCAN BE DEADLY.
  8. 8. Hi, I’m J. Buy myproduct?
  9. 9. Hi, J. This ishow youmade me feel.
  10. 10. Pretend thatevery timeyou emaila cold list…A KITTENDIES.
  11. 11. Mom, I just bought 10,000 namesfrom a list service & sent them all an email.
  12. 12. FRIENDSDON’T LETFRIENDSKILLKITTENS.
  13. 13. IT WONT JUSTKILL YOURPROSPECTS.IT COULD KILLYOURCOMPANY, TOO.
  14. 14. DEATH BYMARKETINGAUTOMATION. Your database 1 expires (like yogurt).
  15. 15. Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21KTweet: #SCON12
  16. 16. Attention Expires, Too Click Through Rate Days Since Subscription
  17. 17. Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
  18. 18. DEATH BYMARKETINGAUTOMATION. Email is 2 unreliable (like the tabloids).
  19. 19. 80% of peopledon’t read all their email
  20. 20. Unsubscribing without Unsubscribing DELETE BUTTON SPAM BUTTON AUTO FILTERS GMAIL PRIORITY INBOX
  21. 21. Social Inbox
  22. 22. DEATH BYMARKETINGAUTOMATION. The world 3 has changed (like you).
  23. 23. Times Have Changed
  24. 24. 1990 Sales Demo Please tell meabout your product. You have my undivided attention.
  25. 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. 26. Control is over.
  27. 27. DEATHIS NOTTHEONLYOPTION.
  28. 28. DEATH BYMARKETINGAUTOMATIONISPREVENTABLE.
  29. 29. INBOUND MARKETINGhttp://bit.ly/inbound101
  30. 30. INBOUND MARKETING MARKETING VS. AUTOMATION + +http://bit.ly/inbound101
  31. 31. http://bit.ly/inbound1013 Steps: 1 2 3Get Found Convert Analyze (Measure What Matters)
  32. 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.COMhttp://bit.ly/inbound101Image Credit: RangerRick
  33. 33. INBOUND MARKETING $ $
  34. 34. Less of this. 25% of your list expires each year 91% 86% unsubscribe skip TV ads Email usage is declining by as much as 44% 59% of direct mail is never opened 2/3 on FTC’s DO NOT CALL list 39
  35. 35. More of this. 40
  36. 36. Make marketingpeople love
  37. 37. LIFE BY INBOUND MARKETING Humanize 1 Your Marketinghttp://bit.ly/inbound101
  38. 38. Email cancome froma human....who hasPERMISSION..
  39. 39. Those humans can be real, and helpful. (They canalso talk to you - andnot about buying.)
  40. 40. Your Average Unsubscribe Screen
  41. 41. GROUPON’s Unsubscribe Screen
  42. 42. 47
  43. 43. 51
  44. 44. LIFE BY INBOUND MARKETING 2 Create dynamic, person al experiences.http://bit.ly/inbound101
  45. 45. USER ACTIVITY INBOUND MARKETING KAREN EXPERIENCE CUSTOMIZED FOR KAREN f+ Facebook Follow Opt Out Service Chat Page Visits Social Favorites Mobile Activity Web SMS Tools & Apps 55
  46. 46. Screenshot of Karen’s Amazon.com homepage 56
  47. 47. 57
  48. 48. LIFE BY INBOUND MARKETING Mobilize & 3 socialize your marketing.http://bit.ly/inbound101
  49. 49. 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 Tweet: #SCON12
  50. 50. 86% of C-level execshave a smartphone. The majority say it is their primary communication tool
  51. 51. Mobile Optimized Websites
  52. 52. 68
  53. 53. INSUMMARY…
  54. 54. DEATH BYMARKETINGAUTOMATION. 1 2 3 Your Email isdatabase unreliable The world expires (like the has changed (like tabloids). (like you). yogurt).
  55. 55. LIFE BYINBOUNDMARKETING. 1 2 3 CreateHumanize dynamic, per Socialize & your sonal mobilize yourmarketing. experiences. MoFu.
  56. 56. 81
  57. 57. Don’t live on Marketing Automation alone. All-in-one Marketing Automation alone Marketing Software Generates new traffic from search, blogs, Doesn’t generate new traffic social media Converts traffic into new leads for sales Helps re-convert existing leads. that can be real time synced with SugarCRM. Nurtures leads based on all interactions Nurtures leads based only on web page with your company, both on and off the views or form submissions. website. Measures the ROI from Top of Funnel Cannot determine which campaign through Closed Won Deal. Closed Loop generates the most customers. More Marketing between Sales and Marketing focused on email stats.Tweet: #SCON12
  58. 58. Tweet: #SCON12
  59. 59. True Closed Loop Marketing Automated Lead: • De-duping • Scoring • IntelligenceMARKETINGAutomated Lead:• Nurturing SALES• Status updates• Closed-loop reportingTweet: #SCON12
  60. 60. Complicated Easy & Integrated& Confusing
  61. 61. THANK YOU Laura @Pistachio Fitton About.me/pistachio pistachio@HubSpot.com www.HubSpot.com
  62. 62. Submit Session Feedback Select the SugarCon Mobile App: 1) Tap on this session 2) Tap on survey 3) Submit your feedback*Prizes for attendees who submit session feedback using the Mobile App ©2012 SugarCRM Inc. All 4/25/2012 rights reserved. 88
  63. 63. #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 89

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