death by marketing automation - hubspot · marketing automation (2000’s) your name your company...
TRANSCRIPT
DEATH BY MARKETING AUTOMATION
Mike Volpe @mvolpe #DeathbyMA
I’m Mike Volpe. Nice to meet you.
700,000 Inbound Leads
120,000 Twitter
Followers
Top 10 Blog
5,000 Customers
3.7 million Free
Users 1,500,000 Slideshare
Views
@mvolpe CMO @HubSpot
@mvolpe @HubSpot
#DF11 #DeathByMA
MARKETING AUTOMATION WAS INVENTED TO HELP.
SO WAS POWERPOINT.
MARKETING AUTOMATION CAN BE DEADLY.
Hi, I’m J. Buy my
product?
Hi, J. This is
how you made me
feel.
Every time you email a cold list…
PRETEND A KITTEN DIES.
Mom, I just bought
10,000 names from a list service
& sent them all an email.
FRIENDS DON’T LET FRIENDS KILL KITTENS.
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
IT WONT JUST KILL YOUR PROSPECTS. IT COULD KILL YOUR COMPANY, TOO.
Your database expires
(like yogurt).
1
DEATH BY MARKETING AUTOMATION.
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
Email is unreliable (like the
tabloids). 2
DEATH BY MARKETING AUTOMATION.
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
The world has changed
(like you). 3
DEATH BY MARKETING AUTOMATION.
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?
Control is over.
DEATH IS NOT THE ONLY OPTION.
DEATH BY MARKETING AUTOMATION IS PREVENTABLE.
INBOUND MARKETING
INBOUND MARKETING
MARKETING AUTOMATION VS.
+ +
INBOUND MARKETING
$
$
x 50
Make
marketing
people love
Humanize Your
Marketing 1
LIFE BY INBOUND MARKETING
Who is Hxxxx Xxxxxx from Jxxxx Ixxxxxx ?
Email can come from a human, who has PERMISSION..
Those humans can be
real, and helpful.
(They can also talk to you - and not about buying.)
Your Average Unsubscribe Screen
GROUPON’s Unsubscribe Screen
55
http://www.youtube.com/watch?v=4-lGe5MnBlY
59
Use cross-platform
intelligence to create dynamic,
personal experiences.
2
LIFE BY INBOUND MARKETING
Page Visits
f+ Facebook Follow
Blog Sub
Webinar
ME
63
Purchase Hx
$
Web
Mobile
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED
FOR ME
Page Visits
f+ Facebook Follow
Favorites
USER ACTIVITY
KAREN
64
Service Chat
Mobile Activity
Opt Out
SMS
Web
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED FOR KAREN
Screenshot of Mike’s Amazon.com
homepage
65
Screenshot of Karen’s Amazon.com
homepage
66
67
Socialize & mobilize
your marketing.
3
LIFE BY INBOUND MARKETING
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
The majority say it is their
primary communication
tool
86% of C-level execs have a smartphone.
Mobile Optimized Websites
78
Screenshot of Mike’s Amazon.com
mobile app
79
Screenshot of Karen’s Amazon.com
mobile app
80
81
IN SUMMARY…
136,000 views
Your database expires
(like yogurt).
1
DEATH BY MARKETING AUTOMATION.
Email is unreliable (like the
tabloids).
2
The world has changed
(like you).
3
Humanize your
marketing.
1
LIFE BY INBOUND MARKETING.
Create dynamic, personal
experiences.
2
Socialize & mobilize your
MoFu.
3
Complicated & Confusing
Easy & Integrated
New Strategic Investment
$32M
Moscone North
1416
131
305
Moscone West
Level 2 Alcove
Get a Free Marketing Assessment
P.S. Free Unicorns!
Hubspot.com/freeunicorns
Mike Volpe
Twitter.com/mvolpe Facebook.com/mvolpe
Linkedin.com/in/mikevolpe [email protected]
www.HubSpot.com
THANK YOU
