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?

1. 10 Commandments
of
Marketing
Automation

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 HubSpot
software, visit www.HubSpot.com

3. MARKETING
AUTOMATION
WAS INVENTED
TO HELP.

4. SO WAS
POWERPOINT.

7. A SHORT
HISTORY
OF MARKETING
AUTOMATION.

8. Pre-Marketing Automation (1990’s)

9. Marketing Automation (2000’s)
x50
YOUR NAME
BUY MY
YOUR COMPANY
PRODUCT!
YOUR WEBSITE
Your Name
Your Company
Your Website

10. Hi, I’m J.
Buy my
product?

11. Hi, J.
This is
how you
made me
feel.

12. SINS OF
MARKETING
AUTOMATION

13. MARKETING
AUTOMATION
SINS
Forgetting
1 that your
database
expires.

14. Your List Expires at ~25% / Year
Year 1 Year 2 Year 3
50K 21K

15. Attention Expires, Too
Click Through Rate
Days Since Subscription

16. Marketing Automation Expiration
500 Leads
50K list
4% CTR
25% Conversion
42 Leads
21K list
1% CTR
20% Conv

17. MARKETING
AUTOMATION
SINS
2 Depending
on email.

18. 80%
of people
don’t read all
their email

19. Unsubscribing without Unsubscribing
DELETE BUTTON
SPAM BUTTON
AUTO FILTERS
GMAIL PRIORITY INBOX

20. Email Pre-2011
All Messages by Date
Flagrant Spam
(Viagra, Nigerian Banks, Porn)

21. Social Inbox

22. 3M
200M Organizations
with Private
Domain
Gmail
Users
(Including mvolpe@hubspot.com)

23. To Where?
95%
Deliverability!

24. Email Post-2011
Things You Like
(People & Brands)
Things You Don’t Like
Or Don’t Know
(Automated Marketing Emails)

25. MARKETING
AUTOMATION
SINS
3
Being blind to
changes in your
customers’
behavior.

26. Times Have Changed

27. 1990 Sales Demo
Please tell me
about your product.
You have my
undivided
attention.

28. 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 a
Anyone use mobile app?
Company XYZ?
What’s it like?

29. Scared
yet?

30. FEAR NOT.
(MARKETING)
SALVATION IS
HERE.

31. INBOUND MARKETING
MARKETING VS. AUTOMATION
+ +

32. INBOUND MARKETING
$ $

34. x 50

36. Make
marketing
people love

37. 10 COMMANDMENTS OF
MARKETING AUTOMATION
Above all
1 else, serve
the
customer.

38. Does this serve the customer?

40. Yes, that is helpful!

41. 10 COMMANDMENTS OF
MARKETING AUTOMATION
Thou shalt
2 not cause
undo sales
pressure.

42. Buy my product?

43. Buy my product?

44. Oh, that’s interesting…

45. 10 COMMANDMENTS OF
MARKETING AUTOMATION
3 Remember
the internal
sale.

47. Help Customers Sell

48. 10 COMMANDMENTS OF
MARKETING AUTOMATION
Inbound
4 marketing
will show you
the way.

49. Unsolicited

50. Unsolicited

51. Move from Opt-Out to Opt-In

52. 10 COMMANDMENTS OF
MARKETING AUTOMATION
Thou shalt
5 not ignore
leads after
they have
converted.

53. But I already bought….

55. Your Average Unsubscribe Screen

56. GROUPON’s Unsubscribe Screen

57. 10 COMMANDMENTS OF
MARKETING AUTOMATION
Marketing
6 automation
should be
content rich.

58. Why is this useful to me?

60. 136,000
views

61. 10 COMMANDMENTS OF
MARKETING AUTOMATION
Thou shalt
7 not worship
email over
other
channels.

62. The Next Inbox is Social
% of US Business People Who Regularly Check These Inboxes
100%
75%
50%
25%
0%
Personal Corporate Facebook LinkedIn Twitter Blogs YouTube
Email Email

64. 10 COMMANDMENTS OF
MARKETING AUTOMATION
8 Respond to
interest, not
just action.

65. Un-personalized Follow-up

66. INBOUND
MARKETING
EXPERIENCE
ME CUSTOMIZED
FOR ME
f+ Facebook Follow
Purchase Hx
$
Email
Page Visits
Social
Webinar
Blog Sub Web
Mobile
Tools & Apps
66

67. 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

68. Screenshot of Mike’s Amazon.com
homepage
68

69. Screenshot of Karen’s Amazon.com
homepage
69

70. Screenshot of Mike’s Amazon.com
mobile app
70

71. Screenshot of Karen’s Amazon.com
mobile app
71

72. 10 COMMANDMENTS OF
MARKETING AUTOMATION
Make thy
9 marketing
accessible
to all.

75. 10 COMMANDMENTS OF
MARKETING AUTOMATION
Do not
10 smite mobile
and other
platforms.

78. 86% of C-level execs
have a smartphone.
The majority
say it is their
primary
communication
tool

79. Mobile Optimized Websites

80. IN SUMMARY…

81. MARKETING
AUTOMATION
SINS
1 2 3
Forgetting Being blind
your list Depending on to changes in
expires. email. customers’
behavior.

83. OK…
SO, WHAT IS
HUBSPOT?

84. HUBSPOT IS AN
ALL-IN-ONE
MARKETING
SOFTWARE
PLATFORM

85. What is HubSpot?
http://www.youtube.com/watch?v=evL5jaZx8vk

86. NEXT
STEP
Request a Free
Inbound Marketing
Assessment:
HubSpot.com/Demo

87. OR.. not
ready to
buy?
Read our blog!
http://Blog.HubSpot.com
Or follow us in
social media.

88. 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 HubSpot
software, visit www.HubSpot.com