DEATH BY MARKETING AUTOMATION Mike Volpe @mvolpe #DeathbyMA
DEATH BY MARKETINGAUTOMATIO
NMike Volpe@mvolpe#DeathbyMA
I’m Mike Volpe.Nice to meet you. 700,000
InboundLeads
120,000Twitter
Followers
Top 10
Blog
5,000Customers
3.7 millionFree
Users1,500,000Slideshare
Views@mvolpeCMO @HubSpot
@mvolpe@HubSpot
#DF11#DeathByMA
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.
A SHORTHISTORYOF MARKETING AUTOMATION.
BUY MY PRODUCT!
Pre-Marketing Automation (1990’s)
Marketing Automation (2000’s)
YOUR NAME
YOUR COMPANY
YOUR WEBSITE
BUY MY PRODUCT!
Your NameYour
CompanyYour Website
x50
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
DEATH BY MARKETING AUTOMATION.
80% of people
don’t read all their
Unsubscribing without Unsubscribing
DELETE BUTTON
SPAM BUTTON
AUTO FILTERS
GMAIL PRIORITY INBOX
All Messages by Date
Flagrant Spam(Viagra, Nigerian Banks, Porn)
Email Pre-2011
Social Inbox
95%Deliverabilit
y!
To Where?
Things You Like(People & Brands)
Things You Don’t LikeOr Don’t Know(Automated Marketing Emails)
Email Post-2011
The world has
changed (like you).
3
DEATH BY MARKETING AUTOMATION.
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
INBOUND MARKETING
MARKETING AUTOMATIONVS.
+ +
INBOUND MARKETING
$$
BUY MY PRODUCT!
x 50
Make
marketing people
love
Humanize Your
Marketing1
LIFE BY INBOUND MARKETING
Who is Hxxxx Xxxxxx from Jxxxx Ixxxxxx ?
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
55
59
Use cross-platform
intelligence to create
dynamic, personal
experiences.
2
LIFE BY INBOUND MARKETING
Page Visits
f+ Facebook Follow
Blog Sub
Webinar
ME
63
Purchase Hx $
Web
Mobile
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED
FOR ME
Page Visits
f+ Facebook Follow
Favorites
USER ACTIVITY
KAREN
64
Service Chat
Mobile Activity
Opt Out
SMS
Web
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZEDFOR KAREN
Screenshot of Mike’s Amazon.com homepage
65
Screenshot of Karen’s Amazon.com homepage
66
67
Socialize & mobilize
your marketing.
3
LIFE BY INBOUND MARKETING
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
78
Screenshot of Mike’s Amazon.com mobile app
79
Screenshot of Karen’s Amazon.com mobile app
80
81
IN SUMMARY…
136,000views
86
Your database expires
(like yogurt).
1
DEATH BY MARKETING AUTOMATION.
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
New Strategic Investment
$32M
Moscone North 1416131 305
Moscone WestLevel 2 Alcove
Get a Free Marketing Assessment
P.S. Free Unicorns!
Hubspot.com/freeunicorns
Mike VolpeTwitter.com/mvolpe
Facebook.com/mvolpeLinkedin.com/in/mikevolpe
www.HubSpot.com
THANKYOU