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A guide to technology for marketers. Marketers today have a HUGE number of technology choices. This presentation spells out strategy and tactics for making marketing technology decisions.
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Rick Burnes (@rickburnes)HubSpot, Director of Product Marketing
How to Avoid TechnologyParalysisA guide to the world of marketing software
Marketing Automation?
Email Marketing?
Landing Pages?
SEO Tools?
Social CRM?
Website Hosting?
Blogging Software?
Social Publishing?
Social Monitoring?
Picking software feels like findingA taxi at the airport in Nairobi.
Wayan Vota on flickr
How do I pick the right technology for my marketing team?“ ”
Agenda
How did we get here?What’s the right technology strategy?What’s the right set of technology tactics?
123
HOW DID WE GET HERE?
How we used to consume information
How we consumeinformation today
11Where do B2B buyers
get their informatio
n? 37%
Catalogs
71%Interne
t39% Trade Shows
35% Seminar
s
41%Trade
Groups
Source: Rewiring Your B2B Rulebook (Research from Google & Compete, conducted in October 2011)
The traditional marketing playbook
The new marketing playbook
PrintTVRadioPREventsDirect MailAnalytics
PPCSEOSocial AdsSocial PublishingBloggingEmail NewletterLead NurturingSocial CRMData
The traditional marketing playbook
The newmarketing playbook
Landing PagesVideoMarketing AutomationMarketing AnalyticsPrintTVRadioEventsPRDirect Mail
WHAT’S THE RIGHT TECH STRATEGY?
The new playbook should give you leverage.
Except technology has a way of starting off promising …
Most people start building their factory with a sink.
… then ending up abandoned.
“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.”
Don’t Buy Toys.Build a Factory.
Leads
Get Found• Publish• Promote• Optimize
Process
ToolsGet Found• Content Mgmt• Blogging• Social Media• SEO• AnalyticsConvert
• Test• Target• Nurture
Website Visitors
Customers
Convert• Offers / CTAs• Landing Pages• Email• Lead
Intelligence• Lead Mgmt
What Is Inbound Marketing?
Analyze• Track• Optimize Analyze
• Marketing Analytics
WHAT ARE THE BEST TECH TACTICS?
What is yourGoal?
Annual Sales 10M
Lead-Customer Conversion
2% Target Leads 500,000
ARPU $1,000
Visitor-to-Lead Conversion
2% Target Visitors 25,000,00
0
Goal
8M
2% 400,000
$1,000
2% 20,000,00
0
2011
What to Look for in Marketing Analytics
1.Closed-loop analytics (full-funnel tracking)
2. Multi-channel closed-loop analytics3. Conversion assists4.Conversion (landing page) analytics5.Channel-level analytics
Where do you haveLeverage?
Scenario #1: Low Traffic
Annual Sales
Lead-Customer Conversion
Target Leads
ARPU
Visitor-to-Lead Conversion
Target Visitors
$500,000
75%
667
$1,000
15%
4,444
What do you need to rank well
in search enginges?
On-Page Off-Page
What to Look for in SEO Technology
1.Track your rank2.Track your competitors’ rank3.Track SEO-generated traffic4.SEO should be easy to control via
website publishing tools5.Page-by-page SEO tracking and
assessment
What to Look for in Blog Technology
1.Easy to update and maintain2.Easy SEO of blog articles3.Simple social sharing of blog articles4.RSS & Email subscriptions5.Track the leads your blog generates6.Track the keywords your blog ranks for
Source: Mashable
What to Look for in Social Technology
1.Multi-channel monitoring solution2.Multi-channel publishing solution3.Track traffic and engagement by
channel4.Track leads generated by social media5.Integration with marketing database &
CRM
Scenario #2: Low Leads/Visits
Annual Sales
Lead-Customer Conversion
Target Leads
ARPU
Visitor-to-Lead Conversion
Target Visitors
$1,000,000
5% 20,000
$1,000
1% 2,000,000
What to Look for in Calls to Action
1.Easy to post and manage many CTAs2.Track views, clicks and leads of each
CTA3.Simple A/B testing of CTAs
What to Look for in Landing Pages
1.Easy to update2.Easy to create and manage at scale3. Be able to run A/B tests4. Flexible publishing5.Seamless integration with your
marketing database and CRM
Scenario #3: Low Customers/Leads
Annual Sales
Lead-Customer Conversion
Target Leads
ARPU
Visitor-to-Lead Conversion
Target Visitors
$1,000,000
1% 100,000
$1,000
5% 2,000,000
What to Look for in Email Marketing
1.Simple email sending and tracking2.If shared IP, high sender score3.Manage lists4.Suppress lists5.Robust, custom templating6.Custom fields in emails
What to Look for in Marketing Database
1.Track all your contacts2. Track all your activity and history3.Be able to act upon that history4.Do all this is a channel/platform
agnostic way5.Integrated with your CRM
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 content4.Make sure you have the resources to
run the package you get
Scenario #4: Unclear Leverage
Annual Sales
Lead-Customer Conversion
Target Leads
ARPU
Visitor-to-Lead Conversion
Target Visitors
$5,000,000
5% 100,000
$1,000
5% 2,000,000
How do I pick the right technology for my marketing team?“ ”
FINALTHOUGHT
d.j.k. on flickr
Who has timeTo put all the pieces
together?
SEO PPC Blogging CMS Social Media
Landing Pages
Marketing
Database
Email Marketi
ng
Marketing
Automation
Marketing
Analytics
HubSpot √ √ √ √ √ √ √ √ √ √Eloqua √ √ √ √ √Marketo √ √ √ √ √Constant Contact √ √Exact Target √WordPress √ √Tumblr √Drupal √ √SEOMoz √HootSuite √Google Analytics
√
THANK YOUConnect with me on Twitter: @rickburnes
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