Rick Burnes (@rickburnes)HubSpot, Director of Product Marketing

How to Avoid TechnologyParalysisA guide to the world of marketing software

Marketing Automation?

Email Marketing?

Landing Pages?

SEO Tools?

Social CRM?

Website Hosting?

Blogging Software?

Social Publishing?

Social Monitoring?

Picking software feels like findingA taxi at the airport in Nairobi.

Wayan Vota on flickr

How do I pick the right technology for my marketing team?“ ”

Agenda

How did we get here?What’s the right technology strategy?What’s the right set of technology tactics?

123

HOW DID WE GET HERE?

How we used to consume information

How we consumeinformation today

11Where do B2B buyers

get their informatio

n? 37%

Catalogs

71%Interne

t39% Trade Shows

35% Seminar

s

41%Trade

Groups

Source: Rewiring Your B2B Rulebook (Research from Google & Compete, conducted in October 2011)

The traditional marketing playbook

The new marketing playbook

PrintTVRadioPREventsDirect MailAnalytics

PPCSEOSocial AdsSocial PublishingBloggingEmail NewletterLead NurturingSocial CRMData

The traditional marketing playbook

The newmarketing playbook

Landing PagesVideoMarketing AutomationMarketing AnalyticsPrintTVRadioEventsPRDirect Mail

WHAT’S THE RIGHT TECH STRATEGY?

The new playbook should give you leverage.

Except technology has a way of starting off promising …

Most people start building their factory with a sink.

… then ending up abandoned.

“We didn’t have a marketing process to automate. Our marketing was very tactical. We might acquire a list, or attend a trade show. What we did next was ad-hoc, and not necessarily well thought through.” 

Don’t Buy Toys.Build a Factory.

Leads

Get Found• Publish• Promote• Optimize

Process

ToolsGet Found• Content Mgmt• Blogging• Social Media• SEO• AnalyticsConvert

• Test• Target• Nurture

Website Visitors

Customers

Convert• Offers / CTAs• Landing Pages• Email• Lead

Intelligence• Lead Mgmt

What Is Inbound Marketing?

Analyze• Track• Optimize Analyze

• Marketing Analytics

WHAT ARE THE BEST TECH TACTICS?

What is yourGoal?

Annual Sales 10M

Lead-Customer Conversion

2% Target Leads 500,000

ARPU $1,000

Visitor-to-Lead Conversion

2% Target Visitors 25,000,00

0

Goal

8M

2% 400,000

$1,000

2% 20,000,00

0

2011

What to Look for in Marketing Analytics

1.Closed-loop analytics (full-funnel tracking)

2. Multi-channel closed-loop analytics3. Conversion assists4.Conversion (landing page) analytics5.Channel-level analytics

Where do you haveLeverage?

Scenario #1: Low Traffic

Annual Sales

Lead-Customer Conversion

Target Leads

ARPU

Visitor-to-Lead Conversion

Target Visitors

$500,000

75%

667

$1,000

15%

4,444

What do you need to rank well

in search enginges?

On-Page Off-Page

What to Look for in SEO Technology

1.Track your rank2.Track your competitors’ rank3.Track SEO-generated traffic4.SEO should be easy to control via

website publishing tools5.Page-by-page SEO tracking and

assessment

What to Look for in Blog Technology

1.Easy to update and maintain2.Easy SEO of blog articles3.Simple social sharing of blog articles4.RSS & Email subscriptions5.Track the leads your blog generates6.Track the keywords your blog ranks for

Source: Mashable

What to Look for in Social Technology

1.Multi-channel monitoring solution2.Multi-channel publishing solution3.Track traffic and engagement by

channel4.Track leads generated by social media5.Integration with marketing database &

CRM

Scenario #2: Low Leads/Visits

Annual Sales

Lead-Customer Conversion

Target Leads

ARPU

Visitor-to-Lead Conversion

Target Visitors

$1,000,000

5% 20,000

$1,000

1% 2,000,000

What to Look for in Calls to Action

1.Easy to post and manage many CTAs2.Track views, clicks and leads of each

CTA3.Simple A/B testing of CTAs

What to Look for in Landing Pages

1.Easy to update2.Easy to create and manage at scale3. Be able to run A/B tests4. Flexible publishing5.Seamless integration with your

marketing database and CRM

Scenario #3: Low Customers/Leads

Annual Sales

Lead-Customer Conversion

Target Leads

ARPU

Visitor-to-Lead Conversion

Target Visitors

$1,000,000

1% 100,000

$1,000

5% 2,000,000

What to Look for in Email Marketing

1.Simple email sending and tracking2.If shared IP, high sender score3.Manage lists4.Suppress lists5.Robust, custom templating6.Custom fields in emails

What to Look for in Marketing Database

1.Track all your contacts2. Track all your activity and history3.Be able to act upon that history4.Do all this is a channel/platform

agnostic way5.Integrated with your CRM

What to Look for in Marketing Automation

1.Multi-channel (not just email)2.Focus on individuals and relationship

(not just volume of email)3.Make sure that when you implement it

you have enough content4.Make sure you have the resources to

run the package you get

Scenario #4: Unclear Leverage

Annual Sales

Lead-Customer Conversion

Target Leads

ARPU

Visitor-to-Lead Conversion

Target Visitors

$5,000,000

5% 100,000

$1,000

5% 2,000,000

How do I pick the right technology for my marketing team?“ ”

FINALTHOUGHT

d.j.k. on flickr

Who has timeTo put all the pieces

together?

SEO PPC Blogging CMS Social Media

Landing Pages

Marketing

Database

Email Marketi

ng

Marketing

Automation

Marketing

Analytics

HubSpot √ √ √ √ √ √ √ √ √ √Eloqua √ √ √ √ √Marketo √ √ √ √ √Constant Contact √ √Exact Target √WordPress √ √Tumblr √Drupal √ √SEOMoz √HootSuite √Google Analytics

√

THANK YOUConnect with me on Twitter: @rickburnes