crm 101: session 9: death by marketing automation

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Death by Marketing Automation CRM 101

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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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Page 1: CRM 101: Session 9: Death by Marketing Automation

Death by Marketing Automation

CRM 101

Page 2: CRM 101: Session 9: Death by Marketing Automation

Laura @Pistachio Fitton

Inbound Marketing Evangelist, HubSpothttp://hubspot.com/talkhubspot

04/12/2023 2

Page 3: CRM 101: Session 9: Death by Marketing Automation

Tweet: #SCON12

DEATH BY MARKETINGAUTOMATIO

NLaura Fitton@pistachio#DeathbyMA

#DeathByMA

Page 4: CRM 101: Session 9: Death by Marketing Automation

I’m Laura @Pistachio Fitton.I work at It’s nice to meet you.

2011: 12.5

MILLIONLeads

Generated186,000Twitter

Followers

#2 Marketing

Blog

6,500Customers

4.5 millionUsers

All-in-one marketing software

700+ VARs

Page 5: CRM 101: Session 9: Death by Marketing Automation

MARKETING AUTOMATION WAS INVENTED TO HELP.

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SO WAS POWERPOINT.

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MARKETING AUTOMATION CAN BE DEADLY.

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Hi, I’m J.Buy my

product?

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Hi, J. This is

how you made me

feel.

Page 12: CRM 101: Session 9: Death by Marketing Automation

Pretend that every time you email a cold list…

A KITTEN DIES.

Page 13: CRM 101: Session 9: Death by Marketing Automation

Mom, I just bought

10,000 names from a list service& sent them all

an email.

Page 14: CRM 101: Session 9: Death by Marketing Automation

FRIENDS DON’T LET FRIENDS KILL KITTENS.

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IT WONT JUST KILL YOUR PROSPECTS. IT COULD KILL YOUR COMPANY, TOO.

Page 16: CRM 101: Session 9: Death by Marketing Automation

Your database expires

(like yogurt).

1

DEATH BY MARKETING AUTOMATION.

Page 17: CRM 101: Session 9: Death by Marketing Automation

Tweet: #SCON12

Your List Expires at ~25% / Year

Year 1 Year 2 Year 3

50K 21K

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Attention Expires, Too

Clic

k T

hro

ugh

Ra

te

Days Since Subscription

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500 Leads50K list4% CTR

25% Conversion

Marketing Automation Expiration

42 Leads21K list1% CTR

20% Conv

Page 20: CRM 101: Session 9: Death by Marketing Automation

Email is unreliable (like the tabloids).

2

DEATH BY MARKETING AUTOMATION.

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80% of people

don’t read all their

email

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Unsubscribing without Unsubscribing

DELETE BUTTON

SPAM BUTTON

AUTO FILTERS

GMAIL PRIORITY INBOX

Page 23: CRM 101: Session 9: Death by Marketing Automation

Social Inbox

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The world has

changed (like you).

3

DEATH BY MARKETING AUTOMATION.

Page 25: CRM 101: Session 9: Death by Marketing Automation

Times Have Changed

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1990 Sales Demo

Please tell meabout your product.

You have my undivided attention.

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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?

Page 28: CRM 101: Session 9: Death by Marketing Automation

Control is over.

Page 29: CRM 101: Session 9: Death by Marketing Automation

DEATH IS NOT THE ONLY OPTION.

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DEATH BY MARKETING AUTOMATION IS PREVENTABLE.

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INBOUND MARKETING

MARKETING AUTOMATIONVS.

+ +

http://bit.ly/inbound101

Page 33: CRM 101: Session 9: Death by Marketing Automation

Get Found

1

3 Steps:

Convert

2

Analyze(Measure What

Matters)

3

http://bit.ly/inbound101

Page 34: CRM 101: Session 9: Death by Marketing Automation

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 KAWASAKIFORMER CHIEF EVANGELIST, APPLECO-FOUNDER, ALLTOP.COM

Image Credit: RangerRick

http://bit.ly/inbound101

Page 35: CRM 101: Session 9: Death by Marketing Automation

INBOUND MARKETING

$$

Page 36: CRM 101: Session 9: Death by Marketing Automation

BUY MY PRODUCT!

Page 37: CRM 101: Session 9: Death by Marketing Automation
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39

86% skip TV

ads

91% unsubscrib

e

2/3on FTC’s

DO NOT CALL list

44% of direct mail

is never opened

Email usage is declining by as much

as

59%

25% of your list

expires each year

Less of this.

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More of this.

40

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 Make

marketing people love

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Humanize Your

Marketing1

LIFE BY INBOUND MARKETING

http://bit.ly/inbound101

Page 43: CRM 101: Session 9: Death by Marketing Automation

Email can come from

a human....who hasPERMISSION..

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Those humans

can be real, and

helpful.

(They can also talk to you - and not about buying.)

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Your Average Unsubscribe Screen

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GROUPON’s Unsubscribe Screen

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Create dynamic, personal

experiences.2

LIFE BY INBOUND MARKETING

http://bit.ly/inbound101

Page 53: CRM 101: Session 9: Death by Marketing Automation
Page 54: CRM 101: Session 9: Death by Marketing Automation
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Page Visits

f+ Facebook Follow

Favorites

USER ACTIVITY

KAREN

55

Service Chat

Mobile Activity

Opt Out

SMS

Web

Tools & Apps

Social

INBOUND MARKETING EXPERIENCE CUSTOMIZEDFOR KAREN

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Screenshot of Karen’s Amazon.com homepage

56

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57

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Mobilize & socialize

your marketing.

3

LIFE BY INBOUND MARKETING

http://bit.ly/inbound101

Page 59: CRM 101: Session 9: Death by Marketing Automation

Tweet: #SCON12

Personal Email

Corporate Email

Facebook LinkedIn Twitter Blogs YouTube0%

25%

50%

75%

100%

% of US Business People Who Regularly Check These Inboxes

The Next Inbox is Social

Page 60: CRM 101: Session 9: Death by Marketing Automation

The majoritysay it is their

primary communicati

ontool

86% of C-level execs have a smartphone.

Page 61: CRM 101: Session 9: Death by Marketing Automation
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Mobile Optimized Websites

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Page 69: CRM 101: Session 9: Death by Marketing Automation

IN SUMMARY…

Page 70: CRM 101: Session 9: Death by Marketing Automation

Your database expires

(like yogurt).

1

DEATH BY MARKETING AUTOMATION.

Email is unreliable(like the tabloids).

2The world

has changed

(like you).

3

Page 71: CRM 101: Session 9: Death by Marketing Automation
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Humanize your

marketing.

1

LIFE BY INBOUND MARKETING.

Create dynamic, personal

experiences.

2

Socialize & mobilize

your MoFu.

3

Page 78: CRM 101: Session 9: Death by Marketing Automation
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Page 82: CRM 101: Session 9: Death by Marketing Automation

Tweet: #SCON12

Don’t live on Marketing Automation alone.

All-in-one Marketing Software

Marketing Automation alone

Generates new traffic from search, blogs, social media

Doesn’t generate new traffic

Converts traffic into new leads for sales that can be real time synced with

SugarCRM.

Helps re-convert existing leads.

Nurtures leads based on all interactions with your company, both on and off the

website.

Nurtures leads based only on web page views or form submissions.

Measures the ROI from Top of Funnel through Closed Won Deal. Closed Loop

Marketing between Sales and Marketing

Cannot determine which campaign generates the most customers. More

focused on email stats.

Page 83: CRM 101: Session 9: Death by Marketing Automation

Tweet: #SCON12

Page 84: CRM 101: Session 9: Death by Marketing Automation

Tweet: #SCON12

True Closed Loop Marketing Automated Lead:• De-duping• Scoring• Intelligence

Automated Lead:• Nurturing• Status updates• Closed-loop reporting

SALES

MARKETING

Page 85: CRM 101: Session 9: Death by Marketing Automation

Complicated & Confusing

Easy & Integrated

Page 86: CRM 101: Session 9: Death by Marketing Automation
Page 87: CRM 101: Session 9: Death by Marketing Automation

Laura @Pistachio

Fitton About.me/pistachio

[email protected]

www.HubSpot.com

THANKYOU

Page 88: CRM 101: Session 9: Death by Marketing Automation

04/12/2023

©2012 SugarCRM Inc. All rights reserved. 88

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