Marketing Automation A Tale of Two CMOs

Social Biz Atlanta – February 22, 2013 Rick Burnes, Director of Product Marketing @ HubSpot

Your Logo

Traditional marketing automation will eventually kill your business.

Inbound marketing automation will help you delight customers and prospects.

This Could Be You

1 The Tale of Two CMOs

Meet CMO #1

Stranger Customer

Company buys my email address from a list.

They send me an unsolicited, impersonal email.

I tag the email as spam.

No Sale; Unsubscribed

= = =

= =

Company #1

Plus, the math doesn’t work.

Your List Expires at ~25% / Year

Year 1 Year 2 Year 3

50K 21K

11

500 Leads

50K list 4% CTR

25% Conversion

Marketing Automation Expiration

42 Leads 21K list 1% CTR

20% Conv

Meet CMO #2

Stranger Customer

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.

= Company #2 = =

And the math works.

Shift to segmented nurturing produced

16% increase engagement.

2 How to Do It Bezos-Style

Your To-Do List

1. Marketing Automation

Your To-Do List

1. Marketing Automation 1. Inbound Marketing

24

86% skip TV ads

91% unsubscribe

200m Say DO NOT CALL

44% of direct mail is never opened

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.

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.

Marketing automation helps here.

It’s useless if your problem is here.

How do you know where to start?

It depends on your business needs.

4,444 667 500 15% 75% Scenario #1

2,000,000 20,000 1,000 1% 5% Scenario #2

2,000,000 100,000 1,000 5% 1% Scenario #3

How? Think

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 Halligan HubSpot CEO

Dharmesh Shah HubSpot CTO

The Traditional Approach

Email

Offline Leads

Web Analytics

Funnel Volume

Lead Volume

Referral Data

?

The Inbound Approach

Email

Offline Activity

Twitter

Facebook

Browsing History

Funnel Stage

Form Data

Website Grade

Found Site Via?

Everybody Should Know This Person

Personalize Your Email

Create Workflows Based on Profiles

When a lead clicks on this link, HubSpot sends a notification to the sales rep who owns the lead.

Personalize Your Website, Too

CTA for Prospects

Personalize Your Website, Too

CTA for Leads

Personalize Your Website, Too

CTA for Customers

Content, But No Context

Content + Context

3 Final Thought

My Pockets Circa 2005

Now I Only Need This

A Marketer’s Toolbox Today

Now Marketers Only Need This

The Benefit of All-in-One

THANK YOU Connect with me on Twitter: @rickburnes