CRM 101: Session 9: Death by Marketing Automation
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Join us for a lively session that will take an honest look at the realities vs. the myths behind marketing automation platforms. We'll explore how to use real data, not hype, to identify the tools, technologies, and tactics that are critical to success for today's social enterprise.
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CRM 101: Session 9: Death by Marketing Automation
- 1. CRM 101 Death by Marketing Automation
- 2. Laura @Pistachio Fitton Inbound Marketing Evangelist, HubSpot http://hubspot.com/talkhubspot 4/25/2012 2
- 3. #DeathByMA DEATH BY MARKETING Laura Fitton @pistachio AUTOMATIO #DeathbyMA Tweet: #SCON12 N
- 4. I’m Laura @Pistachio Fitton. I work at It’s nice to meet you. 2011: #2 12.5 Marketing MILLION Blog Leads Generated 186,000 Twitter 6,500 Followers Customers 700+ 4.5 million VARs Users All-in-one marketing
- 10. Hi, I’m J. Buy my product?
- 11. Hi, J. This is how you made me feel.
- 12. Pretend that every time you email a cold list… A KITTEN DIES.
- 13. Mom, I just bought 10,000 names from a list service & sent them all an email.
- 15. IT WONT JUST KILL YOUR PROSPECTS. IT COULD KILL YOUR COMPANY, TOO.
- 16. DEATH BY MARKETING AUTOMATION. Your database 1 expires (like yogurt).
- 17. Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K Tweet: #SCON12
- 18. Attention Expires, Too Click Through Rate Days Since Subscription
- 19. Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
- 20. DEATH BY MARKETING AUTOMATION. Email is 2 unreliable (like the tabloids).
- 21. 80% of people don’t read all their email
- 22. Unsubscribing without Unsubscribing DELETE BUTTON SPAM BUTTON AUTO FILTERS GMAIL PRIORITY INBOX
- 23. Social Inbox
- 24. DEATH BY MARKETING AUTOMATION. The world 3 has changed (like you).
- 26. 1990 Sales Demo Please tell me about your product. You have my undivided attention.
- 27. 2011 Sales Demo Search Does their blog “Reviews Do I know make them look for Company anyone who smart? XYZ” works there? Is there a demo video from an Do they actual user? have a Anyone use mobile Company app? XYZ? What’s it like?
- 28. Control is over.
- 32. INBOUND MARKETING MARKETING VS. AUTOMATION + + http://bit.ly/inbound101
- 33. http://bit.ly/inbound101 3 Steps: 1 2 3 Get Found Convert Analyze (Measure What Matters)
- 34. 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 KAWASAKI FORMER CHIEF EVANGELIST, APPLE CO-FOUNDER, ALLTOP.COM http://bit.ly/inbound101 Image Credit: RangerRick
- 35. INBOUND MARKETING $ $
- 39. Less of this. 25% of your list expires each year 91% 86% unsubscribe skip TV ads Email usage is declining by as much as 44% 59% of direct mail is never opened 2/3 on FTC’s DO NOT CALL list 39
- 40. More of this. 40
- 42. LIFE BY INBOUND MARKETING Humanize 1 Your Marketing http://bit.ly/inbound101
- 43. Email can come from a human. ...who has PERMISSION..
- 44. Those humans can be real, and helpful. (They can also talk to you - and not about buying.)
- 45. Your Average Unsubscribe Screen
- 47. 47
- 51. 51
- 52. LIFE BY INBOUND MARKETING 2 Create dynamic, person al experiences. http://bit.ly/inbound101
- 55. USER ACTIVITY INBOUND MARKETING KAREN EXPERIENCE CUSTOMIZED FOR KAREN f+ Facebook Follow Opt Out Service Chat Page Visits Social Favorites Mobile Activity Web SMS Tools & Apps 55
- 56. Screenshot of Karen’s Amazon.com homepage 56
- 57. 57
- 58. LIFE BY INBOUND MARKETING Mobilize & 3 socialize your marketing. http://bit.ly/inbound101
- 59. The Next Inbox is Social % of US Business People Who Regularly Check These Inboxes 100% 75% 50% 25% 0% Personal Corporate Facebook LinkedIn Twitter Blogs YouTube Email Email Tweet: #SCON12
- 60. 86% of C-level execs have a smartphone. The majority say it is their primary communication tool
- 68. 68
- 69. IN SUMMARY…
- 70. DEATH BY MARKETING AUTOMATION. 1 2 3 Your Email is database unreliable The world expires (like the has changed (like tabloids). (like you). yogurt).
- 77. LIFE BY INBOUND MARKETING. 1 2 3 Create Humanize dynamic, per Socialize & your sonal mobilize your marketing. experiences. MoFu.
- 81. 81
- 82. Don’t live on Marketing Automation alone. All-in-one Marketing Automation alone Marketing Software Generates new traffic from search, blogs, Doesn’t generate new traffic social media Converts traffic into new leads for sales Helps re-convert existing leads. that can be real time synced with SugarCRM. Nurtures leads based on all interactions Nurtures leads based only on web page with your company, both on and off the views or form submissions. website. Measures the ROI from Top of Funnel Cannot determine which campaign through Closed Won Deal. Closed Loop generates the most customers. More Marketing between Sales and Marketing focused on email stats. Tweet: #SCON12
- 83. Tweet: #SCON12
- 84. True Closed Loop Marketing Automated Lead: • De-duping • Scoring • Intelligence MARKETING Automated Lead: • Nurturing SALES • Status updates • Closed-loop reporting Tweet: #SCON12
- 85. Complicated Easy & Integrated & Confusing
- 87. THANK YOU Laura @Pistachio Fitton About.me/pistachio pistachio@HubSpot.com www.HubSpot.com
- 88. Submit Session Feedback Select the SugarCon Mobile App: 1) Tap on this session 2) Tap on survey 3) Submit your feedback *Prizes for attendees who submit session feedback using the Mobile App ©2012 SugarCRM Inc. All 4/25/2012 rights reserved. 88
- 89. #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 89
Editor's Notes
- POINT OUT WHAT IT WAS SUPPOSED TO HELP WITH…
- Powerpoint was designed specifically to help people communicate better, to tell their stories, be more convincing, share ideas more effectively…
- But the tool itself isnt enough – and lots of people screwed it up. (This is a slide version of Cinderella – a bad ppt slide can even fuck up a classic, simple fairytale. Imagine what it can do to something less engaging)
- AND YET, MOST PRESENTATIONS BORE PEOPLE TO DEATH. (hopefully not this one!)
- Dramatic/humorous pause!
- This woman has an MBA from the University of Chicago.
- Slight transition here to say basically “I’m here to help. Death by Marketing Automation is becoming a serious epidemic.” maybe play this part up a little like it’s a real health risk/concern that CDC is studying… it’s antibiotic resistant, etc. BUT ITS PREVENTABLE!“But before I tell you how to prevent Death by MA,” allow me to explain how this epidemic was created, because it’s always helpful to understand how epidemics start and ultimately, to have someone to blame.”
- It all starts
- It all starts
- Sources:http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=84044http://www.slideshare.net/divyamalik/sound-data-quality-for-crm-presentation (slide 5)http://blog.hubspot.com/blog/tabid/6307/bid/21125/4-Ways-to-Keep-Your-Marketing-Database-Fresh-and-Flourishing.aspx
- Source: http://www.hubspot.com/the-science-of-email-marketing/
- It all starts
- Source: http://www.hubspot.com/the-science-of-email-marketing/
- FB Social InboxAll communication in one inbox, including email (mvolpe@facebook.com)By default - You only see messages from your friends and their friends.Gmail Priority InboxGrouped by “Important and unread, Starred, and Everything else”Google priority inbox & facebook social inbox now prioritize your inbox, making email more like SEO, your email needs to “rank” higher in the inbox.
- It all starts
- All of the tools and technologies available today push everything to be free from control – your customers are free and have more power than you, your ideas want to be free and are more powerful when they are free, and your employees have the tools and power to be free and unconstrained as well.
- It all starts
- What can SAVE you is putting ALL your marketing automation into the context of a fully thought-out inbound marketing plan. Standing alone, marketing automation can mean death. As a part of inbound, it can become life itself.
- It all starts
- It all starts
- You, of course, have more brains than money.
- It all starts
- www.hubspot.com/cartoons
- www.hubspot.com/cartoons
- It all starts
- It all starts
- Source: People-OnTHeGo, “The New New Inbox: How Email and Social Media Changed Our Lives” Nov 11, 2010 (via eMarketer)
- Source: http://www.emarketer.com/Articles/Print.aspx?1008139
- http://blog.hubspot.com/blog/tabid/6307/bid/4934/Why-Your-Email-Needs-Social-Media-and-How-to-Do-It-Right.aspx
- It all starts
- It all starts
- This woman has an MBA from the University of Chicago.
- It all starts
- HubSpot is an integrated marketing SAAS platform (25 tools total + app market place) that is essentially “marketing in a box” for SMBs. Just as CRM software revolutionized sales in the 90s, HubSpot has done this to marketing today by making it more scientific yet easy to use. The focus on SMBs and integrated nature of HubSpot makes it unique and is why there is no direct competition, but rather only ‘point solutions’. HubSpot’s software helps marketers at SMBs:GET FOUND via Search Engines, Blogs, and Social Media and drive visitors to the company’s siteCONVERT web traffic into new leads for the sales teamSegment and Target leads for BEHAVIOR based social media/email follow upANALYZE the effectiveness of traffic/lead sources.LEARN how to do Inbound Marketing from expertsHubSpot is simple enough to be used in a DIY format and does not require special training. Most importantly, it works: customers using HubSpot see lead increases of 3-8x within months of using the software..
- HubSpot is an integrated marketing SAAS platform (25 tools total + app market place) that is essentially “marketing in a box” for SMBs. Just as CRM software revolutionized sales in the 90s, HubSpot has done this to marketing today by making it more scientific yet easy to use. The focus on SMBs and integrated nature of HubSpot makes it unique and is why there is no direct competition, but rather only ‘point solutions’. HubSpot’s software helps marketers at SMBs:GET FOUND via Search Engines, Blogs, and Social Media and drive visitors to the company’s siteCONVERT web traffic into new leads for the sales teamSegment and Target leads for BEHAVIOR based social media/email follow upANALYZE the effectiveness of traffic/lead sources.LEARN how to do Inbound Marketing from expertsHubSpot is simple enough to be used in a DIY format and does not require special training. Most importantly, it works: customers using HubSpot see lead increases of 3-8x within months of using the software..
- There are lots of enterprise marketing tools for multinational corporations. But these tools are overly complex, expensive and difficult to use. And you need a number of different tools to do marketing the way you should do it. HubSpot makes this all a lot easier, since we have built a powerful, but integrated suite of marketing tools that allows you to do all the different parts of marketing with one system. Easy and integrated.