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.
3. #DeathByMA
DEATH BY
MARKETING
Laura Fitton
@pistachio AUTOMATIO
#DeathbyMA
Tweet: #SCON12
N
4. I’m Laura @Pistachio Fitton.
I work at
It’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
26. 1990 Sales Demo
Please tell me
about your product.
You have my
undivided
attention.
27. 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?
34. 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
39. 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
52. LIFE BY INBOUND
MARKETING
2 Create
dynamic, person
al experiences.
http://bit.ly/inbound101
53.
54.
55. 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
58. LIFE BY INBOUND
MARKETING
Mobilize &
3 socialize
your
marketing.
http://bit.ly/inbound101
59. 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
Tweet: #SCON12
60. 86% of C-level execs
have a smartphone.
The majority
say it is their
primary
communication
tool
70. DEATH BY
MARKETING
AUTOMATION.
1 2 3
Your Email is
database unreliable The world
expires (like the has changed
(like tabloids). (like you).
yogurt).
71.
72.
73.
74.
75.
76.
77. LIFE BY
INBOUND
MARKETING.
1 2 3
Create
Humanize dynamic, per Socialize &
your sonal mobilize your
marketing. experiences. MoFu.
82. 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
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.”
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
What can SAVE you is putting ALL your marketing automation into the context of a fully thought-out inbound marketing plan. Standing alone, marketing automation can mean death. As a part of inbound, it can become life itself.
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)
This woman has an MBA from the University of Chicago.
It all starts
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..
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.