Marketing Automation A Tale of Two CMOs Social Biz Atlanta – February 22, 2013 Rick Burnes, Director of Product Marketing @ HubSpot
Marketing Automation - A Tale of Two CMOs
Sep 14, 2014
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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
Offline Leads
Web Analytics
Funnel Volume
Lead Volume
Referral Data
?
The Inbound Approach
Offline Activity
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
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