How to Avoid Marketing Paralysis
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The document provides guidance on selecting the right marketing technology to avoid technology paralysis, detailing the evolution of marketing strategies and the essential tools needed for effective execution. It discusses various scenarios for leveraging technology in marketing, outlining key considerations for analytics, SEO, blogging, social media, landing pages, and marketing automation. The focus is on building a comprehensive strategy rather than using disjointed tactics to create an efficient marketing process.
How to Avoid Marketing Paralysis
- 1. How to Avoid Technology Paralysis A guide to the world of marketing software Rick Burnes (@rickburnes) HubSpot, Director of Product Marketing
- 2. Marketing Email Automation? Marketing? Landing Pages? SEO Tools? Social CRM? Website Social Hosting? Publishing? Blogging Social Software? Monitoring?
- 3. Picking software feels like finding A taxi at the airport in Nairobi.
- 4. How do I pick the right technology for my marketing team?
- 5. Agenda 1 How did we get here? 2 What’s the right technology strategy? 3 What’s the right set of technology tactics?
- 7. How we used to consume information How we consume information today
- 8. Where do 1 B2B buyers 1 get their information? 37% Catalogs 71% 35% Seminars Internet 39% 41% Trade Trade Shows Groups Source: Rewiring Your B2B Rulebook (Research from Google & Compete, conducted in October 2011)
- 9. The traditional marketing playbook
- 10. The new marketing playbook
- 12. The The traditional new marketing marketing playbook playbook Print PPC Landing Pages TV SEO Video Radio Social Ads Marketing Automation PR Social Publishing Marketing Analytics Events Blogging Print Direct Mail Email Newletter TV Analytics Lead Nurturing Radio Social CRM Events Data PR Direct Mail
- 14. The new playbook should give you leverage.
- 15. Except technology has a way of starting off promising …
- 16. … then ending up abandoned. Most people start building their factory with a sink.
- 17. “We didn’t have a marketing process to automate. Our marketing was very tactical. We might acquire a list, or attend a trade show. What we did next was ad-hoc, and not necessarily well thought through.”
- 18. Don’t Buy Toys. Build a Factory.
- 19. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Content Mgmt • Publish • Blogging • Promote • Social Media • Optimize • SEO Convert • Analytics • Test Leads Convert • Target • Offers / CTAs • Nurture • Landing Pages • Email Analyze • Lead • Track Intelligence • Optimize • Lead Mgmt Analyze Customers • Marketing Analytics
- 22. Goal 2011 Target Visitors 25,000,000 20,000,000 Visitor-to-Lead Conversion 2% 2% Target Leads 500,000 400,000 Lead-Customer Conversion 2% 2% ARPU $1,000 $1,000 Annual Sales 10M 8M
- 26. What to Look for in Marketing Analytics 1. Closed-loop analytics (full-funnel tracking) 2. Multi-channel closed-loop analytics 3. Conversion assists 4. Conversion (landing page) analytics 5. Channel-level analytics
- 28. Scenario #1: Low Traffic Target Visitors 4,444 Visitor-to-Lead Conversion 15% Target Leads 667 Lead-Customer Conversion 75% ARPU $1,000 Annual Sales $500,000
- 30. What do you need to rank well in search enginges?
- 31. On-Page Off-Page
- 35. What to Look for in SEO Technology 1. Track your rank 2. Track your competitors’ rank 3. Track SEO-generated traffic 4. SEO should be easy to control via website publishing tools 5. Page-by-page SEO tracking and assessment
- 39. What to Look for in Blog Technology 1. Easy to update and maintain 2. Easy SEO of blog articles 3. Simple social sharing of blog articles 4. RSS & Email subscriptions 5. Track the leads your blog generates 6. Track the keywords your blog ranks for
- 40. Source: Mashable
- 45. What to Look for in Social Technology 1. Multi-channel monitoring solution 2. Multi-channel publishing solution 3. Track traffic and engagement by channel 4. Track leads generated by social media 5. Integration with marketing database & CRM
- 46. Scenario #2: Low Leads/Visits Target Visitors 2,000,000 Visitor-to-Lead Conversion 1% Target Leads 20,000 Lead-Customer Conversion 5% ARPU $1,000 Annual Sales $1,000,000
- 49. What to Look for in Calls to Action 1. Easy to post and manage many CTAs 2. Track views, clicks and leads of each CTA 3. Simple A/B testing of CTAs
- 52. What to Look for in Landing Pages 1. Easy to update 2. Easy to create and manage at scale 3. Be able to run A/B tests 4. Flexible publishing 5. Seamless integration with your marketing database and CRM
- 53. Scenario #3: Low Customers/Leads Target Visitors 2,000,000 Visitor-to-Lead Conversion 5% Target Leads 100,000 Lead-Customer Conversion 1% ARPU $1,000 Annual Sales $1,000,000
- 55. What to Look for in Email Marketing 1. Simple email sending and tracking 2. If shared IP, high sender score 3. Manage lists 4. Suppress lists 5. Robust, custom templating 6. Custom fields in emails
- 58. What to Look for in Marketing Database 1. Track all your contacts 2. Track all your activity and history 3. Be able to act upon that history 4. Do all this is a channel/platform agnostic way 5. Integrated with your CRM
- 60. What to Look for in Marketing Automation 1. Multi-channel (not just email) 2. Focus on individuals and relationship (not just volume of email) 3. Make sure that when you implement it you have enough content 4. Make sure you have the resources to run the package you get
- 61. Scenario #4: Unclear Leverage Target Visitors 2,000,000 Visitor-to-Lead Conversion 5% Target Leads 100,000 Lead-Customer Conversion 5% ARPU $1,000 Annual Sales $5,000,000
- 64. How do I pick the right technology for my marketing team?
- 65. FINAL THOUGHT
- 67. Who has time To put all the pieces together? d.j.k. on flickr
- 68. SEO PPC Blogging CMS Social Landing Marketing Email Marketing Marketing Media Pages Database Marketing Automatio Analytics n HubSpo t √ √ √ √ √ √ √ √ √ √ Eloqua √ √ √ √ √ Marketo √ √ √ √ √ Constant Contact √ √ Exact Target √ WordPres s √ √ Tumblr √ Drupal √ √ SEOMoz √ HootSuite √ Google Analytics √
- 69. THANK YOU Connect with me on Twitter: @rickburnes