marketing automation: a tale of two cmos
TRANSCRIPT
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Marketing AutomationA Tale of Two CMOs
Social Biz Atlanta – February 22, 2013Rick Burnes, Director of Product Marketing @ HubSpot
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Your Logo Here
Traditional marketing automation will eventually kill your business.
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Inbound marketing automationwill help you delight customers and prospects.
This Could Be You
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1 The Tale of Two CMOs
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Meet CMO #1
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StrangerCustomer
Company buys my email address from a list.
They send me an unsolicited, impersonal email.
I tag the email as spam.
No Sale; Unsubscribe
d
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= = =
==
Company #1
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Plus, the math doesn’t work.
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Your List Expires at ~25% / Year
Year 1 Year 2 Year 3
50K 21K
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11
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500 Leads50K list4% CTR
25% Conversion
Marketing Automation Expiration
42 Leads21K list1% CTR
20% Conv
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Meet CMO #2
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StrangerCustomer
I find the company’s blog in a search.
I subscribe to the blog.
Company notices I’m reading a lot of articles about training, so they serve me a CTA for a guide to training software.
I download the guide to training software.
Sales rep calls up and offers to help.
I purchase.
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=Company #2
==
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And the math works.
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Shift to segmented nurturing produced
16% increase engagement.
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2How to Do It Bezos-Style
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Your To-Do List
1. Marketing Automation
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Your To-Do List
1. Marketing Automation1. Inbound Marketing
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24
86% skip TV ads
91% unsubscribe200
mSay DO NOT CALL
44% of direct mail is never opened
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It’s time to transform your marketing into something people LOVE
Your
Get Found Online:Create valuable website pages, blog articles and social media messages optimized to drive qualified leads to your site.
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Understand Your Buyers:Personalize your marketing through a deep understanding of their needs to pull leads through your sales funnel faster.
It’s time to transform your marketing into something people LOVE
Get Found Online:Create valuable website pages, blog articles and social media messages optimized to drive qualified leads to your site.
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Marketing automation helps here.
It’s useless if your problem is here.
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How do you know where to start?
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It depends on your business needs.
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4,444 667 50015% 75%Scenario #1
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2,000,000 20,000 1,0001% 5%Scenario #2
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2,000,000 100,000 1,0005% 1%Scenario #3
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How? Think
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Context allows you to marry the buyer to the right content at the right time
does an exceptional job at this with its recommendation engine. . .
Brian HalliganHubSpot CEO
Dharmesh Shah
HubSpot CTO
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The Traditional Approach
Offline
Leads
Web Analytics
Funnel Volume
Lead Volume
Referral
Data
?
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The Inbound Approach
Offline
Activity
Browsing History
Funnel Stage
Form Data
Website
Grade
Found Site Via?
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Everybody Should Know This Person
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Personalize Your Email
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Create Workflows Based on Profiles
When a lead clicks on this link, HubSpot sends a notification to the sales rep who owns the lead.
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Personalize Your Website, Too
CTA for Prospects
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Personalize Your Website, Too
CTA for Leads
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Personalize Your Website, Too
CTA for Customers
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Content, But No Context
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Content + Context
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3 FinalThought
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My Pockets Circa 2005
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Now I Only Need This
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A Marketer’s Toolbox Today
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Now Marketers Only Need This
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The Benefit of All-in-One
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THANK YOUConnect with me on Twitter: @rickburnes