#CLEHUG(

Cleveland(HubSpot(User(Group(

2015%Digital%Market%Trends:%How%to%Stay%Ahead%of%the%Game%%

#CLEHUG(

Dia$Dalsky'@DiaDalsky$

Sandie'Young&@SandieMYoung'

senior'consultant,'PR#20/20#leader,'Cleveland(HUG( consultant,*PR#20/20#

Paul%Roetzer'@PaulRoetzer%

Founder(&(CEO,(PR#20/20#Author,(The$Marke)ng$Agency$Blueprint,$The$Marke)ng$Performance$Blueprint$

Agenda'

!• HubSpot!Updates!• 2015!Digital!Trends!• Discussion!+!Q&A!• 3!Takeaways!• Networking!

#CLEHUG(

#CLEHUG(

•  Opening'of'HubSpot'office'in'Portsmouth,'NH'

•  Simplified'version'of'upda=ng'contacts'

•  Social'inbox'email'no=fica=on'op=ons'

•  Export'to'Excel'

•  Naviga=on'changes'

•  Transac=onal'emails'

•  Partner'client'dashboards'+'MRR'

•  Tally'sunseEng'on'March'31'

•  INBOUND'=ckets'increase'on'March'31'

What’s'new'in'the'HubSpot'community?''

HubSpot(Updates(

Jan$2015$Updates$|$Feb$2015$Updates$$

#CLEHUG(

2015%DIGITAL%MARKETING%TRENDS%

#CLEHUG(

What’s'Trending?'

• Marke&ng,*Sales*+*Customer*Service**• Contextual*Marke&ng*+*Personaliza&on*

*• Automa&on*+*Ar&ficial*Intelligence*

#CLEHUG(

Marke&ng,*Sales*+*Customer*Service*

Source:(Chiefmartech.com

the(customer(journey(does%not%follow%a%linear%path(defined(by(marketers

@paulroetzer www.pr2020.com

Zero%Moment%of%Truth%

#CLEHUG(

#CLEHUG(

What’s'Trending?'

“Consumers*are*moving*outside*the*purchasing*funnel—changing*the*way*they*research*and*buy*your*products.*If*your*marke=ng*hasn’t*changed*in*response,*it*should.”*

*–*McKinsey*Quarterly,*2009*

#CLEHUG(

What’s'Trending?'

#CLEHUG(

•  Team%access%for$context$of$contact$history$(CRM$+$Sidekick)$•  Set$no8fica8ons$based$on$role%%•  Salesforce$Integra8on$•  Planning$for$content,$social,$email,$etc.$•  Create$lead$nurturing$campaigns$+$workflows$to$assist$teams$

$

Image:$HubSpot$

HubSpot(So)ware(

#CLEHUG(

Discussion(+(Ques,ons?(

#CLEHUG(

Contextual*Marke.ng*+*Personaliza.on*

#CLEHUG(

Contextual*Marke.ng*+*Personaliza.on*

Example:)Fable,cs)

#CLEHUG(

Contextual*Marke.ng*+*Personaliza.on*

#CLEHUG(

Contextual*Marke.ng*+*Personaliza.on*

#CLEHUG(

Contextual*Marke.ng*+*Personaliza.on*

#CLEHUG(

•  Personaliza+on!of!property!fields!+!content!!!•  Smart!modules!+!form!fields!=!custom!and!contextual!customer!experience!!•  Plan!content!and!campaigns!based!on!customer!behavior!and!touch!points!

•  Layer!other!integra+ons!to!further!personalize!communica<ons!and!accelerate!sales!cycle!

!

HubSpot(So)ware(

#CLEHUG(

Discussion(+(Ques,ons?(

#CLEHUG(

Ar#ficial)Intelligence)+)Automa#on)

Define  Founda+on  Projects

blog  posts  podcasts  website  video  email  

webinars  mobile  apps

tailored  marke+ng  through  a  deep  understanding  of  buyer  persona  needs  +  the  ability  to  deliver  personalized  messages

Image:  HubSpot

we  have  entered  the  age    content,  context  and  the  customer  experience

@paulroetzer www.pr2020.com

Define  Founda+on  Projects

create  more  value,  for  more  people,  more  o9en,    so  when  it’s  +me  to  choose,    

they  choose  you

new marketing imperative

marketing automation platforms save time, improve

efficiency and increase productivity . . .

@paulroetzer www.pr2020.com

but they do NOT provide deep insights into data . . .

@paulroetzer www.pr2020.com

We  create  2.5  quin>llion  bytes  of  data  every  day  (that’s  18  zeros)    !90%  of  all  data  in  the  world  has  been  created  in  the  last  2  years  !

Source:  IBM

Infographic:  Domo

on  average,  marketers  depend  on  data  for  just  11%  of  customer-­‐related  decisions.  

!source:  CEB    

@paulroetzer www.pr2020.com

B2B  marketers  say  just  9%  of  CEOs  and  6%  of  CFOs  use  marke+ng  data  to  help  set  corporate  direc+on.  

   source:  ITSMA,  VisionEdge  and  Forrester

@paulroetzer www.pr2020.com

marketing automation platforms generally do NOT recommend actions or

predict outcomes.

@paulroetzer www.pr2020.com

We  have  a  finite  ability  to  process  informa+on,  build  strategies,  and  achieve  performance  poten>al.

@paulroetzer

Algorithms,  in  contrast,  have  an  almost  infinite  ability  to  process  informa>on.  

They  possess  the  power  to  understand  natural  language  queries,  iden+fy  paYerns  and  anomalies,  and  parse  massive  data  sets  to  deliver  recommenda+ons  beYer,  faster,  

and  cheaper  than  people  can.

Image:  Wikimedia  Commons@paulroetzer www.pr2020.com

@paulroetzer www.pr2020.com

60%  of  all  trades  are  executed  by  computers    with  liYle  or  no  real-­‐+me  oversight  from  humans.  !Source:  Christopher  Steiner,  Automate  This

avg  120  stops/day

what  is  the  possible  number  of  alterna>ves  for  ordering  those  stops?

@paulroetzer www.pr2020.com

6,689,502,913,449,135,000,000,000,  000,000,000,000,000,000,000,000,  000,000,000,000,000,000,000,000,  000,000,000,000,000,000,000,000,  000,000,000,000,000,000,000,000,  000,000,000,000,000,000,000,000,  000,000,000,000,000,000,000,000,  000,000,000,000,000,000,000,000,  000,000

Source: Wall Street Journal

“Can  a  human  really  think  of  the  best  way  to  deliver  120  stops?  This  is  where  the  algorithm  will  come  in.  It  will  explore  paths  of  doing  things  you  would  not,  because  there  are  just  too  many  combina+ons.”  !

Jack  Levis    Senior  director  of  process  management,  UPS

Source: Wall Street Journal

“At  the  heart  of  all  of  these  algorithm-­‐enabled  revolu+ons  on  Wall  Street  and  elsewhere,  there  exists  one  persistent  goal:  predic>on—to  be  more  exact,  predic+on  of  what  other  humans  will  do.”  

@paulroetzer www.pr2020.com

Turning  data  into  intelligence,  intelligence  into  strategy,    and  strategy  into  ac>on    

remains  largely  human  powered.  

@paulroetzer www.pr2020.com

What  inevitably  comes  next  are    marke>ng  intelligence  engines    

that  process  data  and  recommend  ac+ons  to  improve  performance  based  on  

probabili+es  of  success.

@paulroetzer www.pr2020.com

There  is  a  rela+vely  untapped  technology  that  possesses  the  power  

to  change  everything:    ar>ficial  intelligence.

@paulroetzer www.pr2020.com

Image:  Franck  Calzada/YouTube

The AP “writes” 10x more earnings reports using Automated Insights technology

$143.8 M$76.6 M*

$36.0 M

$32.4 M

$36.0 M

$20.0 M$15.4 M

$10.8 M*

$9.5 M

$2.5 MSource:  Crunchbase

Artificial Intelligence + Marketing

$383 M

Image:  Wikimedia  Commons

“There  is  a  science  and  an  art  to  every  profession.  Soon,  Watson  will  know  the  

science  beYer  than  a  human.  Humans  will  need  to  focus  on  the  art  of  their  profession—the  crea+ve  elements  only  they  can  provide.  

!

 —  Daniel  Burrus,  author,  Burrus  Research  founder  and  CEO

Source:  Wired

so,  what’s  possible?

reviewing  analy>cs  crea>ng  performance  reports  &  data  visualiza>ons  publishing  social  media  updates  planning  blog  post  topics  copywri>ng  cura>ng  content  building  strategy  alloca>ng  resources

Imagine  if  a  marketer’s  primary  role  was  to  curate  and  enhance    algorithm-­‐based  recommenda>ons  and  content,    

rather  than  devise  them.

“The  ability  to  create  algorithms  that  imitate,  beUer,  and  eventually  replace  humans  is  the  paramount  skill  of  the  next  one  hundred  years.  As  the  people  who  can  do  this  mul+ply,  jobs  will  disappear,  lives  will  change,  and  industries  will  be  reborn.”    

!Christopher  Steiner,  Automate  This

The future may be closer than you think.

@paulroetzer

#CLEHUG(

Discussion(+(Ques,ons?(

•  List%one%new%thing%you’ve%learned%tonight.%

•  What%did%you%learn%that%can%be%applied%immediately%to%your%strategy%and%campaigns?%

•  How%can%you%be<er%u=lize%the%HubSpot%toolbox%to%drive%results?%

%

What%are%your%takeaways?%

#CLEHUG(

Grab%a%s'cky%note!%%