1. Marketing
Automation
A Tale of Two CMOs
Social Biz Atlanta – February 22, 2013
Rick Burnes, Director of Product Marketing @ HubSpot

2. Traditional
marketing
automation
will eventually Your Logo
kill your
business.

3. This Could Be You
Inbound
marketing
automation
will help you
delight
customers and
prospects.

4. 1 The Tale
of Two
CMOs

5. Meet
CMO #1

7. Company buys They send me an I tag the email
my email address unsolicited, impers as spam.
from a list. onal email.
Stranger
Customer
No Sale;
Unsubscribed

8. Company #1 = = =
= =

9. Plus, the math
doesn’t work.

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

11. 11

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

13. Meet
CMO #2

16. I subscribe to the
blog.
Sales rep
I find the calls up
company’s blog I download the guide to and offers
in a search. training software. to help.
Stranger
Customer
Company notices I’m
reading a lot of articles
about training, so they I purchase.
serve me a CTA for a
guide to training
software.

17. Company #2 = = =

18. And the math
works.

19. Shift to segmented
nurturing produced
16% increase
engagement.

21. How to
2 Do It
Bezos-
Style

22. Your To-Do List
1. Marketing Automation

23. Your To-Do List
1. Marketing Automation
1. Inbound Marketing

24. 86%
skip TV ads
44%
of direct mail is
never opened
91%
unsubscribe
200m
Say DO NOT CALL
24

25. It’s time to transform your
marketing into something people
LOVE
Get Found Online:
Create valuable website
pages, blog articles and
social media messages
optimized to drive
qualified leads to
your site.
Your

26. It’s time to transform your
marketing into something people
LOVE
Get Found Online: Understand Your
Create valuable website Buyers:
pages, blog articles and Personalize your
social media messages marketing through a
optimized to drive deep understanding of
qualified leads to their needs to pull leads
your site. through your sales
funnel faster.

28. Marketing automation
helps here.
It’s useless if
your problem is here.

29. How do you know
where to start?

30. It depends on your business needs.

31. Scenario #1 4,444 15% 667 75% 500

32. Scenario #2 2,000,000 1% 20,000 5% 1,000

33. Scenario #3 2,000,000 5% 100,000 1% 1,000

34. How? Think

35. Context allows you to marry the
buyer to the right content at the
right time
does an exceptional job at this with its recommendation engine. . .
Brian Halligan
HubSpot CEO
Dharmesh Shah
HubSpot CTO

36. The Traditional Approach
Emai
Referral
Data
l
Offline
Leads
Lead ?
Volume
Funnel
Volume
Web
Analytics

37. The Inbound Approach
Found Emai
Site l
Website Via?
Grade
Offline
Activit
y
Form
Data
Twitter
Faceboo
k
Funnel
Stage
Browsing
History

38. Everybody Should Know This
Person

39. Personalize Your Email

40. Create Workflows Based on Profiles
When a lead clicks on this
link, HubSpot sends a notification to
the sales rep who owns the lead.

41. Personalize Your Website, Too
CTA for Prospects

42. Personalize Your Website, Too
CTA for Leads

43. Personalize Your Website, Too
CTA for Customers

44. Content, Bu
t
No Context

45. Content +
Context

46. 3 Final
Thought

47. My Pockets Circa 2005

48. Now I
Only
Need This

49. A Marketer’s Toolbox Today

50. Now
Marketers
Only
Need This

51. The
Benefit of
All-in-One

52. THANK
YOU
Connect with me on
Twitter: @rickburnes