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5 Reasons You Can Kill Your Automated Marketing

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5 WaysYou Can KillYour
Automated Marketing
#marketingfails
•  6 years working with marketing automation
•  Marketo Champion and Summit speaker
•  Head of Marketing and Founder of ag...
Beachhead Marketing offers consulting and
applications to help tech firms $1M-50M grow faster
•  Workshops on customer acqu...

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5 Reasons You Can Kill Your Automated Marketing

  1. 1. 5 WaysYou Can KillYour Automated Marketing #marketingfails
  2. 2. •  6 years working with marketing automation •  Marketo Champion and Summit speaker •  Head of Marketing and Founder of agency •  Latest fail à @sjmoody #marketingfails
  3. 3. Beachhead Marketing offers consulting and applications to help tech firms $1M-50M grow faster •  Workshops on customer acquisition for 2015 •  Marketing automation consulting •  More info at www.beachhead.io #marketingfails
  4. 4. RingLead offers easy-to-use yet powerful applications to solve data quality problems in your marketing automation platform •  Clean •  Protect Data Quality Suite •  Enhance www.ringlead.com #marketingfails
  5. 5. #marketingfails What Marketing automation do you use? What failures have you made?
  6. 6. 3 kinds of popular personalization fails The hidden cost of failed personalization 5 ways you can kill your automated marketing How to heal your automated marketing will cover these #marketingfails
  7. 7. 3 Kinds of Popular Personalization Fails #marketingfails
  8. 8. #marketingfails
  9. 9. I met Tim Cook last weekend, and Tim Burton, and Tim Howard, and… #marketingfails
  10. 10. If it’s awkward offline, it’s worse online. #marketingfails
  11. 11. The worst prison ever! It kills me just to not know whether I’m being surveilled. MND #marketingfails
  12. 12. #marketingfails
  13. 13. Good off-line Personalization Fails online #marketingfails
  14. 14. #marketingfails
  15. 15. Stop asking “How can I help you?” every time I mention your name! I just said you were trash! #marketingfails
  16. 16. A fragile design fails to mimic the robustresponses expected from a human #marketingfails
  17. 17. The Hidden Cost

Notes de l'éditeur

  • Polls
  • Check grammar – Fixed Uyen
  • Change the image
  • Change the image – graph.. Power law

    More information is better, but larger database can cause more dirty data, more cost for maintaining superfluous data

    Cost of maintaining as database size gets larger. Graph of maintaining database by size
  • Examples: Sending holidays’ greetings to those who don’t celebrate the holidays Sending messages about construction to finance people working in construction field
    Sending promotional package that only applies to one location to the whole global list
  • Target’s example of newborn (Target knows somebody is pregnant before the family knows)

    More examples:
    Positive example: target ads on Facebook and LinkedIn.
  • Figure out what that is Uyen’s note:
    E.g. Freshbooks continues to offer free plan but doesn’t open the free plan offer in some emails and pricing page  users don’t know why there is a difference. E.g. Companies that don’t offer toll-free support for distant locations.
    If your company have different pricing or features for different types of users, you need to specify the differences so that users don’t feel they’re treated differently when they find out.
  • E.g. long-time customers don’t want to be treated like strangers, while new prospects don’t want to get too close to the brand yet.
  • Obama’s “hey” email – Fixed in Slide 27 - Uyen
  • Wysiati bias – Fixed Uyen

    Link from CRM Clean: http://crmclean.com/data-decay-the-why-behind-why-your-crm-data-sucks/
  • Links from Ringlead – decay rate – Fixed Uyen

    RingLead’s link: http://www.slideshare.net/RingLead/preliminary-findings-the-2014-state-of-data-quality
  • Links from Ringlead – decay rate – Fixed in Slide 29 & 30 - Uyen
    https://www.ringlead.com/blog/dirty-data/

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