crm 101: session 9: death by marketing automation
DESCRIPTION
Join us for a lively session that will take an honest look at the realities vs. the myths behind marketing automation platforms. We'll explore how to use real data, not hype, to identify the tools, technologies, and tactics that are critical to success for today's social enterprise.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
Blog
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
feel.
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).
1
DEATH BY MARKETING AUTOMATION.
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Your List Expires at ~25% / Year
Year 1 Year 2 Year 3
50K 21K
Attention Expires, Too
Clic
k T
hro
ugh
Ra
te
Days Since Subscription
500 Leads50K list4% CTR
25% Conversion
Marketing Automation Expiration
42 Leads21K list1% CTR
20% Conv
Email is unreliable (like the tabloids).
2
DEATH BY MARKETING AUTOMATION.
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).
3
DEATH BY MARKETING AUTOMATION.
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.
+ +
http://bit.ly/inbound101
Get Found
1
3 Steps:
Convert
2
Analyze(Measure What
Matters)
3
http://bit.ly/inbound101
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
http://bit.ly/inbound101
INBOUND MARKETING
$$
BUY MY PRODUCT!
39
86% skip TV
ads
91% unsubscrib
e
2/3on FTC’s
DO NOT CALL list
44% of direct mail
is never opened
Email usage is declining by as much
as
59%
25% of your list
expires each year
Less of this.
More of this.
40
Make
marketing people love
Humanize Your
Marketing1
LIFE BY INBOUND MARKETING
http://bit.ly/inbound101
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
47
51
Create dynamic, personal
experiences.2
LIFE BY INBOUND MARKETING
http://bit.ly/inbound101
Page Visits
f+ Facebook Follow
Favorites
USER ACTIVITY
KAREN
55
Service Chat
Mobile Activity
Opt Out
SMS
Web
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZEDFOR KAREN
Screenshot of Karen’s Amazon.com homepage
56
57
Mobilize & socialize
your marketing.
3
LIFE BY INBOUND MARKETING
http://bit.ly/inbound101
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Personal Email
Corporate Email
Facebook LinkedIn Twitter Blogs YouTube0%
25%
50%
75%
100%
% 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
68
IN SUMMARY…
Your database expires
(like yogurt).
1
DEATH BY MARKETING AUTOMATION.
Email is unreliable(like the tabloids).
2The world
has changed
(like you).
3
Humanize your
marketing.
1
LIFE BY INBOUND MARKETING.
Create dynamic, personal
experiences.
2
Socialize & mobilize
your MoFu.
3
81
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
SALES
MARKETING
Complicated & Confusing
Easy & Integrated
04/12/2023
©2012 SugarCRM Inc. All rights reserved. 88
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