CRM 101: Session 9: Death by Marketing Automation

transcript

Death by Marketing Automation

CRM 101

Laura @Pistachio Fitton

Inbound Marketing Evangelist, HubSpothttp://hubspot.com/talkhubspot

04/12/2023 2

Tweet: #SCON12

DEATH BY MARKETINGAUTOMATIO

NLaura Fitton@pistachio#DeathbyMA

#DeathByMA

I’m Laura @Pistachio Fitton.I work at It’s nice to meet you.

2011: 12.5

MILLIONLeads

Generated186,000Twitter

Followers

#2 Marketing

6,500Customers

4.5 millionUsers

All-in-one marketing software

700+ VARs

MARKETING AUTOMATION WAS INVENTED TO HELP.

SO WAS POWERPOINT.

MARKETING AUTOMATION CAN BE DEADLY.

Hi, I’m J.Buy my

product?

Hi, J. This is

how you made me

Pretend that every time you email a cold list…

A KITTEN DIES.

Mom, I just bought

10,000 names from a list service& sent them all

an email.

FRIENDS DON’T LET FRIENDS KILL KITTENS.

IT WONT JUST KILL YOUR PROSPECTS. IT COULD KILL YOUR COMPANY, TOO.

Your database expires

(like yogurt).

DEATH BY MARKETING AUTOMATION.

Tweet: #SCON12

Your List Expires at ~25% / Year

Year 1 Year 2 Year 3

50K 21K

Attention Expires, Too

Days Since Subscription

500 Leads50K list4% CTR

25% Conversion

Marketing Automation Expiration

42 Leads21K list1% CTR

20% Conv

Email is unreliable (like the tabloids).

80% of people

don’t read all their

Unsubscribing without Unsubscribing

DELETE BUTTON

SPAM BUTTON

AUTO FILTERS

GMAIL PRIORITY INBOX

Social Inbox

The world has

changed (like you).

Times Have Changed

1990 Sales Demo

Please tell meabout your product.

You have my undivided attention.

2011 Sales Demo

Anyone use Company XYZ? What’s it like?

Does their blog make them look smart?

Is there a demo video from an actual user?

Search “Reviews for Company XYZ”

Do they have a mobile app?

Do I know anyone who works there?

Control is over.

DEATH IS NOT THE ONLY OPTION.

DEATH BY MARKETING AUTOMATION IS PREVENTABLE.

INBOUND MARKETING

http://bit.ly/inbound101

INBOUND MARKETING

MARKETING AUTOMATIONVS.

Get Found

3 Steps:

Convert

Analyze(Measure What

Matters)

If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.“

GUY KAWASAKIFORMER CHIEF EVANGELIST, APPLECO-FOUNDER, ALLTOP.COM

Image Credit: RangerRick

INBOUND MARKETING

BUY MY PRODUCT!

86% skip TV

91% unsubscrib

2/3on FTC’s

DO NOT CALL list

44% of direct mail

is never opened

Email usage is declining by as much

25% of your list

expires each year

Less of this.

More of this.

marketing people love

Humanize Your

Marketing1

LIFE BY INBOUND MARKETING

Email can come from

a human....who hasPERMISSION..

Those humans

can be real, and

helpful.

(They can also talk to you - and not about buying.)

Your Average Unsubscribe Screen

GROUPON’s Unsubscribe Screen

Create dynamic, personal

experiences.2

Page Visits

f+ Facebook Follow

Favorites

USER ACTIVITY

Service Chat

Mobile Activity

Opt Out

Tools & Apps

Social

INBOUND MARKETING EXPERIENCE CUSTOMIZEDFOR KAREN

Screenshot of Karen’s Amazon.com homepage

Mobilize & socialize

your marketing.

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Personal Email

Corporate Email

Facebook LinkedIn Twitter Blogs YouTube0%

% of US Business People Who Regularly Check These Inboxes

The Next Inbox is Social

The majoritysay it is their

primary communicati

ontool

86% of C-level execs have a smartphone.

Mobile Optimized Websites

IN SUMMARY…

Your database expires

(like yogurt).

Email is unreliable(like the tabloids).

2The world

has changed

(like you).

Humanize your

marketing.

LIFE BY INBOUND MARKETING.

Create dynamic, personal

experiences.

Socialize & mobilize

your MoFu.

Tweet: #SCON12

Don’t live on Marketing Automation alone.

All-in-one Marketing Software

Marketing Automation alone

Generates new traffic from search, blogs, social media

Doesn’t generate new traffic

Converts traffic into new leads for sales that can be real time synced with

SugarCRM.

Helps re-convert existing leads.

Nurtures leads based on all interactions with your company, both on and off the

website.

Nurtures leads based only on web page views or form submissions.

Measures the ROI from Top of Funnel through Closed Won Deal. Closed Loop

Marketing between Sales and Marketing

Cannot determine which campaign generates the most customers. More

focused on email stats.

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True Closed Loop Marketing Automated Lead:• De-duping• Scoring• Intelligence

Automated Lead:• Nurturing• Status updates• Closed-loop reporting

MARKETING

Complicated & Confusing

Easy & Integrated

Laura @Pistachio

Fitton About.me/pistachio

pistachio@HubSpot.com

www.HubSpot.com

THANKYOU

04/12/2023

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