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Marketing and Sales Technology Landscape
Michael Carroll President, SmartAcre, Inc.
Cell: 610-390-5036 Twitter: @getsmartacre linkedin.com/in/michaeljcarrolljr
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SmartAcre is a lead and demand generation marketing agency who helps your business connect and engage with people throughout the customers’
journey.
strategy | marketing and sales technology | lead and demand gen campaigns | creative and content
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Expansion 2016, New York, NY
Who We Help B2B and technology brands
Certifications Google, WordPress, Salesforce, Pardot, HubSpot, Marketo, Silverpop
Team Profile Strategists, consultants, designers and technologists
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Founded 2008, HQ - Bethlehem, PA
Fastest Growing Company By LVB 2014, 2015 & 2016
who we help
5getsmartacre.com/work
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agenda
• Who Needs a HUG?
• Marketing and Sales Technology Landscape
• Do Buyer Personas Really Matter?
• How to Use the Customer Journey
• Q&A
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HubSpot User Groups• HUGS consist of HubSpot customers, non-customers,
marketing professionals, that meet in person to learn about inbound marketing best practices and the HubSpot software. Call for all speakers.
• Goal is to host 10 events in 2017.
• Members expect to learn marketing tips, tools, and tricks to start, improve, or expand upon their inbound marketing efforts.
• HubSpot employees often travel to HUGs to share HubSpot tips and news to keep the group up to date.
• Checkout other HUGS: http://www.hubspot.com/join-a-hug
marketing & sales technology overload
On average companies have 17 pieces of marketing software
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overwhelming options
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categories
• Sales Automation, Enablement & Intelligence (220)
• Social Media Marketing & Monitoring (186)
• Display & Programmatic Advertising (180)
• Marketing Automation & Campaign/Lead Management (161)
• Content Marketing (160)
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crm application spend
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most wanted ma features
getsmartacre.com
Marketing Automation Strategy Survey, N=317, Ascend2 and Marketo, April 2015
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most important ma goals• Increasing lead generation (61%).
• lead nurturing (57%).
• sales revenue (47%).
• Improving customer engagement (36%).
• marketing productivity (29%).
• improve measurability (28%).
• campaign targeting (22%).
Marketing Automation Strategy Survey, 2016
63% of companies outsource all or part of marketing automation strategy planning.
Ascend2 “Marketing Automation Trends Survey” (2016)
The most significant barrier to marketing automation success is the lack of an
effective strategy (52%).
Ascend2 “Marketing Automation Trends Survey” (2016)
marketing automation should lead your technology stack
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align methodology with technology• Inbound methodology focuses on buyer personas and
personalization.
• Emphasis on engagement, segmentation, and making sense of data from all sources.
• Touches marketing, sales, service, and customer retention and related technologies.
• Manages campaigns across the customer journey through multiple channels.
• Marketing automation platforms offer a combination of promotion, content delivery, management, and analytics.
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Awareness
PR/Outreach
Content Marketing
Events / Webinars
SEO
Social Ads
Consideration
PPC
Online Ads
Remarketing
Blog
Lead Nurturing
Case Studies
CRO
Website
Workflow
Purchase
Sales Enablement
Usage DataKnowledgebase
In-Product Messaging
Community
Onboarding
Retention
Social
Nurtures
Blog
Promos
Advocacy
Customer Journey Marketing
What Can Marketing Automation Do?
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31%
10%
14%
19%
26%other
ma market share
source: VentureBeat 22
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take aways
• Marketing technology is a huge part of a today’s marketing and sales landscape.
• The number of tools are endless. Have a strategy.
• Inbound methodology and the customers’ journey will align personalized communication, relevant content, and effective channels.
• Marketing automation combines many features that align marketing and sales functions.
