10 commandments of marketing automation
TRANSCRIPT
10 Commandments of
Marketing
Automation
This presentation is available as a
full video with ebook. Click here
to access the full version:
http://bit.ly/10CMA
To learn more about HubSpot
software, visit www.HubSpot.com
MARKETING AUTOMATION WAS INVENTED TO HELP.
SO WAS POWERPOINT.
A SHORT HISTORY OF MARKETING AUTOMATION.
Pre-Marketing Automation (1990’s)
Marketing Automation (2000’s)
YOUR NAME
YOUR COMPANY
YOUR WEBSITE
BUY MY
PRODUCT!
Your Name
Your Company
Your Website
x50
Hi, I’m J. Buy my
product?
Hi, J. This is
how you made me
feel.
SINS OF MARKETING AUTOMATION
Forgetting that your database expires.
1
MARKETING AUTOMATION SINS
Your List Expires at ~25% / Year
Year 1 Year 2 Year 3
50K 21K
Attention Expires, Too C
lick
Th
rou
gh
Ra
te
Days Since Subscription
500 Leads
50K list 4% CTR
25% Conversion
Marketing Automation Expiration
42 Leads 21K list 1% CTR
20% Conv
Depending on email. 2
MARKETING AUTOMATION SINS
80% of people
don’t read all their email
Unsubscribing without Unsubscribing
DELETE BUTTON
SPAM BUTTON
AUTO FILTERS
GMAIL PRIORITY INBOX
All Messages by Date
Flagrant Spam
(Viagra, Nigerian Banks, Porn)
Email Pre-2011
Social Inbox
95% Deliverability!
To Where?
Things You Like
(People & Brands)
Things You Don’t Like
Or Don’t Know
(Automated Marketing Emails)
Email Post-2011
Being blind to changes in your
customers’ behavior.
3
MARKETING AUTOMATION SINS
Times Have Changed
1990 Sales Demo
Please tell me about your product.
You have my undivided attention.
2011 Sales Demo
Anyone use Company XYZ? What’s it like?
Does their blog make them look smart?
Is there a demo video from an actual user?
Search “Reviews for Company XYZ”
Do they have a mobile app?
Do I know anyone who works there?
Scared yet?
FEAR NOT. (MARKETING) SALVATION IS
HERE.
INBOUND MARKETING
MARKETING AUTOMATION VS.
+ +
INBOUND MARKETING
$
$
x 50
Make
marketing
people love
Above all else, serve
the customer.
1
10 COMMANDMENTS OF MARKETING AUTOMATION
Does this serve the customer?
Yes, that is helpful!
Thou shalt not cause undo sales pressure.
2
10 COMMANDMENTS OF MARKETING AUTOMATION
Buy my product?
Buy my product?
Oh, that’s interesting…
Remember the internal
sale. 3
10 COMMANDMENTS OF MARKETING AUTOMATION
Help Customers Sell
Inbound marketing
will show you the way.
4
10 COMMANDMENTS OF MARKETING AUTOMATION
Unsolicited
Unsolicited
Move from Opt-Out to Opt-In
Thou shalt not ignore leads after they have converted.
5
10 COMMANDMENTS OF MARKETING AUTOMATION
But I already bought….
Your Average Unsubscribe Screen
GROUPON’s Unsubscribe Screen
Marketing automation should be
content rich. 6
10 COMMANDMENTS OF MARKETING AUTOMATION
Why is this useful to me?
136,000 views
Thou shalt not worship email over
other channels.
7
10 COMMANDMENTS OF MARKETING AUTOMATION
0%
25%
50%
75%
100%
Personal
Corporate
Facebook LinkedIn Twitter Blogs YouTube
% of US Business People Who Regularly Check These Inboxes
The Next Inbox is Social
Respond to interest, not just action. 8
10 COMMANDMENTS OF MARKETING AUTOMATION
Un-personalized Follow-up
Page Visits
f+ Facebook Follow
Blog Sub
Webinar
ME
66
Purchase Hx
$
Web
Mobile
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED
FOR ME
Page Visits
f+ Facebook Follow
Favorites
USER ACTIVITY
KAREN
67
Service Chat
Mobile Activity
Opt Out
SMS
Web
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED FOR KAREN
Screenshot of Mike’s Amazon.com
homepage
68
Screenshot of Karen’s Amazon.com
homepage
69
Screenshot of Mike’s Amazon.com
mobile app
70
Screenshot of Karen’s Amazon.com
mobile app
71
Make thy marketing accessible
to all. 9
10 COMMANDMENTS OF MARKETING AUTOMATION
Do not smite mobile
and other platforms.
10
10 COMMANDMENTS OF MARKETING AUTOMATION
The majority say it is their
primary communication
tool
86% of C-level execs have a smartphone.
Mobile Optimized Websites
IN SUMMARY…
Forgetting your list expires.
1
MARKETING AUTOMATION SINS
Depending on email.
2
Being blind to changes in customers’ behavior.
3
OK… SO, WHAT IS HUBSPOT?
HUBSPOT IS AN ALL-IN-ONE MARKETING SOFTWARE PLATFORM
What is HubSpot?
http://www.youtube.com/watch?v=evL5jaZx8vk
Request a Free
Inbound Marketing
Assessment:
HubSpot.com/Demo
NEXT STEP
Read our blog!
http://Blog.HubSpot.com
Or follow us in
social media.
OR.. not ready to
buy?
This presentation is available as a
full video with ebook. Click here
to access the full version:
http://bit.ly/10CMA
To learn more about HubSpot
software, visit www.HubSpot.com