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10 Commandments of
Marketing
Automation
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This presentation is available as a
full video with ebook. Click here
to access the full version:
http://bit.ly/10CMA
To learn more about HubSpot
software, visit www.HubSpot.com
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MARKETING AUTOMATION WAS INVENTED TO HELP.
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SO WAS POWERPOINT.
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A SHORT HISTORY OF MARKETING AUTOMATION.
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Pre-Marketing Automation (1990’s)
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Marketing Automation (2000’s)
YOUR NAME
YOUR COMPANY
YOUR WEBSITE
BUY MY
PRODUCT!
Your Name
Your Company
Your Website
x50
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Hi, I’m J. Buy my
product?
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Hi, J. This is
how you made me
feel.
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SINS OF MARKETING AUTOMATION
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Forgetting that your database expires.
1
MARKETING AUTOMATION SINS
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Your List Expires at ~25% / Year
Year 1 Year 2 Year 3
50K 21K
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Attention Expires, Too C
lick
Th
rou
gh
Ra
te
Days Since Subscription
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500 Leads
50K list 4% CTR
25% Conversion
Marketing Automation Expiration
42 Leads 21K list 1% CTR
20% Conv
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Depending on email. 2
MARKETING AUTOMATION SINS
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80% of people
don’t read all their email
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Unsubscribing without Unsubscribing
DELETE BUTTON
SPAM BUTTON
AUTO FILTERS
GMAIL PRIORITY INBOX
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All Messages by Date
Flagrant Spam
(Viagra, Nigerian Banks, Porn)
Email Pre-2011
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200M Gmail Users
(Including [email protected] )
3M Organizations with Private
Domain
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95% Deliverability!
To Where?
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Things You Like
(People & Brands)
Things You Don’t Like
Or Don’t Know
(Automated Marketing Emails)
Email Post-2011
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Being blind to changes in your
customers’ behavior.
3
MARKETING AUTOMATION SINS
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Times Have Changed
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1990 Sales Demo
Please tell me about your product.
You have my undivided attention.
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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?
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FEAR NOT. (MARKETING) SALVATION IS
HERE.
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INBOUND MARKETING
MARKETING AUTOMATION VS.
+ +
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INBOUND MARKETING
$
$
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Make
marketing
people love
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Above all else, serve
the customer.
1
10 COMMANDMENTS OF MARKETING AUTOMATION
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Does this serve the customer?
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Yes, that is helpful!
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Thou shalt not cause undo sales pressure.
2
10 COMMANDMENTS OF MARKETING AUTOMATION
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Oh, that’s interesting…
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Remember the internal
sale. 3
10 COMMANDMENTS OF MARKETING AUTOMATION
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Help Customers Sell
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Inbound marketing
will show you the way.
4
10 COMMANDMENTS OF MARKETING AUTOMATION
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Move from Opt-Out to Opt-In
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Thou shalt not ignore leads after they have converted.
5
10 COMMANDMENTS OF MARKETING AUTOMATION
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But I already bought….
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Your Average Unsubscribe Screen
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GROUPON’s Unsubscribe Screen
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Marketing automation should be
content rich. 6
10 COMMANDMENTS OF MARKETING AUTOMATION
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Why is this useful to me?
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Thou shalt not worship email over
other channels.
7
10 COMMANDMENTS OF MARKETING AUTOMATION
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0%
25%
50%
75%
100%
Personal
Email
Corporate
Email
Facebook LinkedIn Twitter Blogs YouTube
% of US Business People Who Regularly Check These Inboxes
The Next Inbox is Social
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Respond to interest, not just action. 8
10 COMMANDMENTS OF MARKETING AUTOMATION
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Un-personalized Follow-up
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Page Visits
f+ Facebook Follow
Blog Sub
Webinar
ME
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Purchase Hx
$
Web
Mobile
Email
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED
FOR ME
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Page Visits
f+ Facebook Follow
Favorites
USER ACTIVITY
KAREN
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Service Chat
Mobile Activity
Opt Out
SMS
Web
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED FOR KAREN
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Screenshot of Mike’s Amazon.com
homepage
68
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Screenshot of Karen’s Amazon.com
homepage
69
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Screenshot of Mike’s Amazon.com
mobile app
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Screenshot of Karen’s Amazon.com
mobile app
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Make thy marketing accessible
to all. 9
10 COMMANDMENTS OF MARKETING AUTOMATION
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Do not smite mobile
and other platforms.
10
10 COMMANDMENTS OF MARKETING AUTOMATION
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The majority say it is their
primary communication
tool
86% of C-level execs have a smartphone.
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Mobile Optimized Websites
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Forgetting your list expires.
1
MARKETING AUTOMATION SINS
Depending on email.
2
Being blind to changes in customers’ behavior.
3
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OK… SO, WHAT IS HUBSPOT?
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HUBSPOT IS AN ALL-IN-ONE MARKETING SOFTWARE PLATFORM
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What is HubSpot?
http://www.youtube.com/watch?v=evL5jaZx8vk
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Request a Free
Inbound Marketing
Assessment:
HubSpot.com/Demo
NEXT STEP
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Read our blog!
http://Blog.HubSpot.com
Or follow us in
social media.
OR.. not ready to
buy?
Page 88
This presentation is available as a
full video with ebook. Click here
to access the full version:
http://bit.ly/10CMA
To learn more about HubSpot
software, visit www.HubSpot.com