death by marketing automation

DEATH BY MARKETINGAUTOMATIO

NLaura Fitton@pistachio#DeathbyMA

#DeathByMA

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

700,000InboundLeads

136,000Twitter

Followers

Top 10

Blog

5,600Customers

3.7 millionFree

Users1,500,000Slideshare

ViewsInbound Marketing Evangelist @HubSpot

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.

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, TooC

lick T

hro

ug

h R

ate

Days Since Subscription

500 Leads50K list4% CTR

25% Conversion

Marketing Automation Expiration

42 Leads21K list1% CTR

20% Conv

Email is unreliable (like the tabloids).

2


80% of people

don’t read all their

email

Unsubscribing without Unsubscribing

DELETE BUTTON

SPAM BUTTON

AUTO FILTERS

GMAIL PRIORITY INBOX

Social Inbox

The world has

changed (like you).

3


Times Have Changed

1990 Sales Demo

Please tell meabout 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

http://bit.ly/inbound101

INBOUND MARKETING

MARKETING AUTOMATIONVS.

+ +


Get Found

1

3 Steps:

Convert

2

Analyze(Measure What

Matters)

3


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


INBOUND MARKETING

$$

BUY MY PRODUCT!

37

86% skip TV

ads

91%

unsubscribe

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.

More of this.

38

Make

marketing people

love

Humanize Your

Marketing1

LIFE BY INBOUND MARKETING

Email can come from a human, who hasPERMISSION..

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

Create dynamic, personal

experiences.2


Page Visits

f+ Facebook Follow

Favorites

USER ACTIVITY

KAREN

53

Service Chat

Mobile Activity

Opt Out

SMS

Web

Tools & Apps

Social

INBOUND MARKETING EXPERIENCE CUSTOMIZEDFOR KAREN

Screenshot of Karen’s Amazon.com homepage

54

Mobilize & socialize

your marketing.

3


Pers

onal

Em

ail

Corpo

rate

Em

ail

Face

book

Link

edIn

Twitt

er

Blog

s

YouT

ube

0%

25%

50%

75%

100%

% of US Business People Who Regularly Check These Inboxes

The Next Inbox is Social

The majoritysay it is their

primary communicati

ontool

86% of C-level execs have a smartphone.

Mobile Optimized Websites

IN SUMMARY…

Your database expires

(like yogurt).

1


Email is unreliable(like the tabloids).

2The 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

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 SFDC.

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.

New Strategic Investment

$32M

Laura Fitton Twitter.com/pistachio

Facebook.com/pistachioljLinkedin.com/in/[email protected]

www.HubSpot.com

THANKYOU