Marketing Automation: A Tale of Two CMOs

Marketing AutomationA Tale of Two CMOs

Social Biz Atlanta – February 22, 2013Rick Burnes, Director of Product Marketing @ HubSpot

Your Logo Here

Traditional marketing automation will eventually kill your business.

Inbound marketing automationwill help you delight customers and prospects.

This Could Be You

1 The Tale of Two CMOs

Meet CMO #1

StrangerCustomer

Company buys my email address from a list.

They send me an unsolicited, impersonal email.

I tag the email as spam.

No Sale; Unsubscribe

Company #1

Plus, the math doesn’t work.

Your List Expires at ~25% / Year

Year 1 Year 2 Year 3

50K 21K

500 Leads50K list4% CTR

25% Conversion

Marketing Automation Expiration

42 Leads21K list1% CTR

20% Conv

Meet CMO #2

StrangerCustomer

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.

2How to Do It Bezos-Style

Your To-Do List

1. Marketing Automation

Your To-Do List

1. Marketing Automation1. Inbound Marketing

86% skip TV ads

91% unsubscribe200

mSay DO NOT CALL

44% of direct mail is never opened

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.

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 50015% 75%Scenario #1

2,000,000 20,000 1,0001% 5%Scenario #2

2,000,000 100,000 1,0005% 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 HalliganHubSpot CEO

Dharmesh Shah

HubSpot CTO

The Traditional Approach

Offline

Web Analytics

Funnel Volume

Lead Volume

Referral

The Inbound Approach

Offline

Activity

Twitter

Facebook

Browsing History

Funnel Stage

Form Data

Website

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

CTA for Leads

CTA for Customers

Content, But No Context

Content + Context

3 FinalThought

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 YOUConnect with me on Twitter: @rickburnes

Marketing Automation: A Tale of Two CMOs

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