THE 5 THINGS I WISH I KNEW BEFORE I

BOUGHT MARKETING AUTOMATION

HubSpot Webinar

✚

06.23.15

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LIVE WEBINAR:5 Things I Wish I

Knew Before I Bought Marketing

Automation

12 PM ET / 9AM / 5 PM GMT#mktautomationlessons

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MEET TODAY’S GUESTS

JENIFER KERNVP of Marketing

KYLE MCKAYHead of Market Intelligence

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51. It’s About the Business, Bozo

2. Technology is a Tool, Marketing is a

Mindset

3. Not all Platforms are Created Equal

4. Loveable Imperfection Rules

5. It Takes a Village

THE BIG 5

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#1IT’S ABOUT THE BUSINESS, BOZO

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PUT THE BUSINESS

FIRST. ALWAYS.

ASSESS YOUR :

‣Business culture

‣Strategies and goals

‣Core values

‣Brand attributes

… THEN ALIGN THEM WITH A SIMILAR SYSTEM.

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2

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BUSINESS ALIGNMEN

T [example]

OUR VALUES SYSTEM 1 SYSTEM 2 SYSTEM 3

Agile & Flexible

Collaborative

Entrepreneurial

Transparent Integrated/Full-

Service

Creative

Competitive

Fast Growing Customer-

Focused

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LESSONS LEARNED: BUSINESS

ALIGNMENT

‣ Expand RFPs beyond technical criteria to company values, culture, brand.

‣ Create a business alignment checklist.

‣ Ask vendors what values guide their solution.

‣ Call their Support Line!

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#2TECHNOLOGY IS A TOOL, MARKETING IS A MINDSET

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TECHNOLOGY IS ALWAYS

CHANGING; BASIC TENETS

OF MARKETING ARE NOT

KEEP MARKETING CONCEPTS AT THE CORE:

‣Content is King

‣Creativity is Queen

‣Personas & Buyer Profiles

‣Always be Helping2

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COMBINE ART +

SCIENCE

THE ARTcontent, personas, visuals designs, branding

What does this mean for your team/skillsets, strategy?

THE SCIENCE the technology,

testing, reporting & analytics, SEO

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LESSONS LEARNED: BALANCE

MARKETING & TECHNOLOGY

‣ Stay true to your inner marketing goddess.

‣ Channel Peter Drucker.

‣ Focus first on marketing strategy, second on how technology enables it.

‣ Embrace both right and left brain approaches.

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#3NOT ALL PLATFORMS ARE CREATED EQUAL

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NOT ALL PLATFORMS

ARE CREATED

EQUAL

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3 MYTH:: All Marketing Automation systems pretty much do the same thing.

FACT: There are big differences between many platforms.

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‣ Major differences to look for: inbound, outbound, SEO, reporting, CRM integration, mobile, ease of use.

‣ My first vs. second selection process.

NOT ALL PLATFORMS

ARE CREATED

EQUAL

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LESSONS LEARNED: PLATFORM

DIFFERENCES

‣ Outbound is only the tip of the iceberg.

‣ Focus on diverse, integrated approaches.

‣ Don’t overlook mobile friendliness.

‣ Empower your team/users in the selection process.

Prediction: competitive landscape will get smaller, systems more integrated

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#4LOVEABLE IMPERFECTION RULES

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LOVEABLE IMPERFECTI

ON RULESMARKETERS: It’s time to let go of perfection. Our new rallying cry is loveable imperfection.

‣ Adaptive and iterative over Big Bang.

‣ There’s no silver bullet. But many little bronze bullets.

‣ Embrace Reporting & Analytics, but don’t belabor it

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LESSONS LEARNED:

ABOUT PERFECTION

‣ Done is better than perfect.

‣ Test, iterate, improve.

‣ Try Agile marketing.

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#5IT TAKES A VILLAGE

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MARKETING AUTOMATION IMPLEMENTATIONS

=

A MAJOR CHANGE MANAGEMENT PROCESS

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IT TAKES A VILLAGE

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TEAM SKILLSETS

‣ The Content Guru

‣ The Measurer & Enforcer

‣ The Designer

‣ The CRM Aligner

COMMON ATTRIBUTE: LOVE

SALES

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LESSONS LEARNED:

BUILD YOUR VILLAGE

‣ Establish an open and transparent environment.

‣ Involve all key stakeholders early and often.

‣ Ask for their advice/insight.

‣ Train and educate.

‣ Keep it real (tell stories).

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QUESTIONS?

Tweet: @Jenifer_Kern

www.linkedin.com/in/jeniferkern

http://blog.celerity.com

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CURIOUS ABOUT HUBSPOT’S MARKETING AUTOMATION

SOFTWARE?

www.hubspot.com/demo