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10 Commandments       of  Marketing Automation
This presentation is available as a full video with ebook. Click here      to access the full version:         http://bit....
MARKETINGAUTOMATIONWAS INVENTEDTO HELP.
SO WASPOWERPOINT.
A SHORTHISTORYOF MARKETINGAUTOMATION.
Pre-Marketing Automation (1990’s)
Marketing Automation (2000’s)                 x50    YOUR NAMEBUY MY YOUR COMPANYPRODUCT! YOUR WEBSITE    Your Name Your C...
Hi, I’m J. Buy myproduct?
Hi, J. This ishow youmade me  feel.
SINS OFMARKETINGAUTOMATION
MARKETINGAUTOMATIONSINS             Forgetting  1           that your             database               expires.
Your List Expires at ~25% / Year Year 1        Year 2      Year 3  50K                     21K
Attention Expires, Too Click Through Rate                      Days Since Subscription
Marketing Automation Expiration 500 Leads      50K list      4% CTR   25% Conversion                            42 Leads  ...
MARKETINGAUTOMATIONSINS  2          Depending              on email.
80%   of peopledon’t read all  their email
Unsubscribing without Unsubscribing                   DELETE BUTTON                      SPAM BUTTON                      ...
Email Pre-2011         All Messages by Date         Flagrant Spam         (Viagra, Nigerian Banks, Porn)
Social Inbox
3M  200M               Organizations                      with Private                        Domain   Gmail   Users(Inclu...
To Where?  95%Deliverability!
Email Post-2011        Things You Like        (People & Brands)        Things You Don’t Like        Or Don’t Know        (...
MARKETINGAUTOMATIONSINS  3              Being blind to             changes in your               customers’               ...
Times Have Changed
1990 Sales Demo  Please tell meabout your product.   You have my    undivided    attention.
2011 Sales Demo                                Search “Reviews           Does their blog      for Company XYZ”       Do I ...
Scared yet?
FEAR NOT.(MARKETING)SALVATION IS   HERE.
INBOUND            MARKETINGMARKETING   VS.   AUTOMATION   +   +
INBOUND MARKETING$                   $
x 50
Make marketingpeople love
10 COMMANDMENTS OFMARKETING AUTOMATION                Above all   1           else, serve                   the           ...
Does this serve the customer?
Yes, that is helpful!
10 COMMANDMENTS OFMARKETING AUTOMATION               Thou shalt   2           not cause               undo sales          ...
Buy my product?
Buy my product?
Oh, that’s interesting…
10 COMMANDMENTS OFMARKETING AUTOMATION   3           Remember               the internal                  sale.
Help Customers Sell
10 COMMANDMENTS OFMARKETING AUTOMATION                 Inbound   4           marketing              will show you         ...
Unsolicited
Unsolicited
Move from Opt-Out to Opt-In
10 COMMANDMENTS OFMARKETING AUTOMATION                Thou shalt   5             not ignore                leads after    ...
But I already bought….
Your Average Unsubscribe Screen
GROUPON’s Unsubscribe Screen
10 COMMANDMENTS OFMARKETING AUTOMATION                Marketing   6           automation                should be         ...
Why is this useful to me?
136,000 views
10 COMMANDMENTS OFMARKETING AUTOMATION                Thou shalt   7            not worship                email over     ...
The Next Inbox is Social       % of US Business People Who Regularly Check These Inboxes100%75%50%25% 0%       Personal   ...
10 COMMANDMENTS OFMARKETING AUTOMATION   8            Respond to               interest, not                just action.
Un-personalized Follow-up
INBOUND                                                 MARKETING                                                 EXPERIEN...
USER ACTIVITY                                                      INBOUND                                                ...
Screenshot of Mike’s Amazon.comhomepage                                  68
Screenshot of Karen’s Amazon.comhomepage                                   69
Screenshot of Mike’s Amazon.commobile app                                  70
Screenshot of Karen’s Amazon.commobile app                                   71
10 COMMANDMENTS OFMARKETING AUTOMATION                 Make thy   9            marketing                accessible        ...
10 COMMANDMENTS OFMARKETING AUTOMATION                 Do not 10           smite mobile               and other           ...
86% of C-level execshave a smartphone.                         The majority                        say it is their        ...
Mobile Optimized Websites
IN SUMMARY…
MARKETINGAUTOMATIONSINS   1              2              3 Forgetting                   Being blind  your list   Depending ...
OK…SO, WHAT ISHUBSPOT?
HUBSPOT IS ANALL-IN-ONEMARKETINGSOFTWAREPLATFORM
What is HubSpot?      http://www.youtube.com/watch?v=evL5jaZx8vk
NEXTSTEP         Request a Free       Inbound Marketing          Assessment:       HubSpot.com/Demo
OR.. notready to  buy?                 Read our blog!           http://Blog.HubSpot.com                Or follow us in    ...
This presentation is available as a full video with ebook. Click here      to access the full version:         http://bit....
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
10 Commandments of Marketing Automation
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Marketing Automation - does it work or not? What do you need to make marketing automation successful? What's holding marketing automation back today? Why marketing automation needs to incorporate social media? What are the 10 commandments of marketing automation?

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10 Commandments of Marketing Automation

  1. 1. 10 Commandments of Marketing Automation
  2. 2. This presentation is available as a full video with ebook. Click here to access the full version: http://bit.ly/10CMA To learn more about HubSpotsoftware, visit www.HubSpot.com
  3. 3. MARKETINGAUTOMATIONWAS INVENTEDTO HELP.
  4. 4. SO WASPOWERPOINT.
  5. 5. A SHORTHISTORYOF MARKETINGAUTOMATION.
  6. 6. Pre-Marketing Automation (1990’s)
  7. 7. Marketing Automation (2000’s) x50 YOUR NAMEBUY MY YOUR COMPANYPRODUCT! YOUR WEBSITE Your Name Your Company Your Website
  8. 8. Hi, I’m J. Buy myproduct?
  9. 9. Hi, J. This ishow youmade me feel.
  10. 10. SINS OFMARKETINGAUTOMATION
  11. 11. MARKETINGAUTOMATIONSINS Forgetting 1 that your database expires.
  12. 12. Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K
  13. 13. Attention Expires, Too Click Through Rate Days Since Subscription
  14. 14. Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
  15. 15. MARKETINGAUTOMATIONSINS 2 Depending on email.
  16. 16. 80% of peopledon’t read all their email
  17. 17. Unsubscribing without Unsubscribing DELETE BUTTON SPAM BUTTON AUTO FILTERS GMAIL PRIORITY INBOX
  18. 18. Email Pre-2011 All Messages by Date Flagrant Spam (Viagra, Nigerian Banks, Porn)
  19. 19. Social Inbox
  20. 20. 3M 200M Organizations with Private Domain Gmail Users(Including mvolpe@hubspot.com)
  21. 21. To Where? 95%Deliverability!
  22. 22. Email Post-2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (Automated Marketing Emails)
  23. 23. MARKETINGAUTOMATIONSINS 3 Being blind to changes in your customers’ behavior.
  24. 24. Times Have Changed
  25. 25. 1990 Sales Demo Please tell meabout your product. You have my undivided attention.
  26. 26. 2011 Sales Demo Search “Reviews Does their blog for Company XYZ” Do I know make them look anyone who smart? works there? Is there a demo video from an Do they actual user? have aAnyone use mobile app?Company XYZ?What’s it like?
  27. 27. Scared yet?
  28. 28. FEAR NOT.(MARKETING)SALVATION IS HERE.
  29. 29. INBOUND MARKETINGMARKETING VS. AUTOMATION + +
  30. 30. INBOUND MARKETING$ $
  31. 31. x 50
  32. 32. Make marketingpeople love
  33. 33. 10 COMMANDMENTS OFMARKETING AUTOMATION Above all 1 else, serve the customer.
  34. 34. Does this serve the customer?
  35. 35. Yes, that is helpful!
  36. 36. 10 COMMANDMENTS OFMARKETING AUTOMATION Thou shalt 2 not cause undo sales pressure.
  37. 37. Buy my product?
  38. 38. Buy my product?
  39. 39. Oh, that’s interesting…
  40. 40. 10 COMMANDMENTS OFMARKETING AUTOMATION 3 Remember the internal sale.
  41. 41. Help Customers Sell
  42. 42. 10 COMMANDMENTS OFMARKETING AUTOMATION Inbound 4 marketing will show you the way.
  43. 43. Unsolicited
  44. 44. Unsolicited
  45. 45. Move from Opt-Out to Opt-In
  46. 46. 10 COMMANDMENTS OFMARKETING AUTOMATION Thou shalt 5 not ignore leads after they have converted.
  47. 47. But I already bought….
  48. 48. Your Average Unsubscribe Screen
  49. 49. GROUPON’s Unsubscribe Screen
  50. 50. 10 COMMANDMENTS OFMARKETING AUTOMATION Marketing 6 automation should be content rich.
  51. 51. Why is this useful to me?
  52. 52. 136,000 views
  53. 53. 10 COMMANDMENTS OFMARKETING AUTOMATION Thou shalt 7 not worship email over other channels.
  54. 54. The Next Inbox is Social % of US Business People Who Regularly Check These Inboxes100%75%50%25% 0% Personal Corporate Facebook LinkedIn Twitter Blogs YouTube Email Email
  55. 55. 10 COMMANDMENTS OFMARKETING AUTOMATION 8 Respond to interest, not just action.
  56. 56. Un-personalized Follow-up
  57. 57. INBOUND MARKETING EXPERIENCE ME CUSTOMIZED FOR MEf+ Facebook Follow Purchase Hx $ EmailPage Visits Social Webinar Blog Sub Web Mobile Tools & Apps 66
  58. 58. USER ACTIVITY INBOUND MARKETING KAREN EXPERIENCE CUSTOMIZED FOR KAREN Opt Out f+ Facebook Follow Service Chat Page Visits Social Favorites Mobile Activity Web SMS Tools & Apps 67
  59. 59. Screenshot of Mike’s Amazon.comhomepage 68
  60. 60. Screenshot of Karen’s Amazon.comhomepage 69
  61. 61. Screenshot of Mike’s Amazon.commobile app 70
  62. 62. Screenshot of Karen’s Amazon.commobile app 71
  63. 63. 10 COMMANDMENTS OFMARKETING AUTOMATION Make thy 9 marketing accessible to all.
  64. 64. 10 COMMANDMENTS OFMARKETING AUTOMATION Do not 10 smite mobile and other platforms.
  65. 65. 86% of C-level execshave a smartphone. The majority say it is their primary communication tool
  66. 66. Mobile Optimized Websites
  67. 67. IN SUMMARY…
  68. 68. MARKETINGAUTOMATIONSINS 1 2 3 Forgetting Being blind your list Depending on to changes in expires. email. customers’ behavior.
  69. 69. OK…SO, WHAT ISHUBSPOT?
  70. 70. HUBSPOT IS ANALL-IN-ONEMARKETINGSOFTWAREPLATFORM
  71. 71. What is HubSpot? http://www.youtube.com/watch?v=evL5jaZx8vk
  72. 72. NEXTSTEP Request a Free Inbound Marketing Assessment: HubSpot.com/Demo
  73. 73. OR.. notready to buy? Read our blog! http://Blog.HubSpot.com Or follow us in social media.
  74. 74. This presentation is available as a full video with ebook. Click here to access the full version: http://bit.ly/10CMA To learn more about HubSpotsoftware, visit www.HubSpot.com
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Marketing Automation - does it work or not? What do you need to make marketing automation successful? What's holding marketing automation back today? Why marketing automation needs to incorporate social media? What are the 10 commandments of marketing automation?

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