Death By Marketing Automation

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

email

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

200M

Gmail Users

(Including mvolpe@hubspot.com)

3MOrganization

swith Private

Domain

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

Email

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

mvolpe@HubSpot.com

www.HubSpot.com

THANKYOU