2015 digital market trends: how to stay ahead of the game
TRANSCRIPT
#CLEHUG(
Cleveland(HubSpot(User(Group(
2015%Digital%Market%Trends:%How%to%Stay%Ahead%of%the%Game%%
#CLEHUG(
Dia$Dalsky'@DiaDalsky$
Sandie'Young&@SandieMYoung'
senior'consultant,'PR#20/20#leader,'Cleveland(HUG( consultant,*PR#20/20#
Paul%Roetzer'@PaulRoetzer%
Founder(&(CEO,(PR#20/20#Author,(The$Marke)ng$Agency$Blueprint,$The$Marke)ng$Performance$Blueprint$
Agenda'
!• HubSpot!Updates!• 2015!Digital!Trends!• Discussion!+!Q&A!• 3!Takeaways!• Networking!
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• Opening'of'HubSpot'office'in'Portsmouth,'NH'
• Simplified'version'of'upda=ng'contacts'
• Social'inbox'email'no=fica=on'op=ons'
• Export'to'Excel'
• Naviga=on'changes'
• Transac=onal'emails'
• Partner'client'dashboards'+'MRR'
• Tally'sunseEng'on'March'31'
• INBOUND'=ckets'increase'on'March'31'
What’s'new'in'the'HubSpot'community?''
HubSpot(Updates(
Jan$2015$Updates$|$Feb$2015$Updates$$
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2015%DIGITAL%MARKETING%TRENDS%
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What’s'Trending?'
• Marke&ng,*Sales*+*Customer*Service**• Contextual*Marke&ng*+*Personaliza&on*
*• Automa&on*+*Ar&ficial*Intelligence*
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Marke&ng,*Sales*+*Customer*Service*
Source:(Chiefmartech.com
the(customer(journey(does%not%follow%a%linear%path(defined(by(marketers
@paulroetzer www.pr2020.com
Zero%Moment%of%Truth%
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What’s'Trending?'
“Consumers*are*moving*outside*the*purchasing*funnel—changing*the*way*they*research*and*buy*your*products.*If*your*marke=ng*hasn’t*changed*in*response,*it*should.”*
*–*McKinsey*Quarterly,*2009*
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What’s'Trending?'
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• Team%access%for$context$of$contact$history$(CRM$+$Sidekick)$• Set$no8fica8ons$based$on$role%%• Salesforce$Integra8on$• Planning$for$content,$social,$email,$etc.$• Create$lead$nurturing$campaigns$+$workflows$to$assist$teams$
$
Image:$HubSpot$
HubSpot(So)ware(
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Discussion(+(Ques,ons?(
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Contextual*Marke.ng*+*Personaliza.on*
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Contextual*Marke.ng*+*Personaliza.on*
Example:)Fable,cs)
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Contextual*Marke.ng*+*Personaliza.on*
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Contextual*Marke.ng*+*Personaliza.on*
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Contextual*Marke.ng*+*Personaliza.on*
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• Personaliza+on!of!property!fields!+!content!!!• Smart!modules!+!form!fields!=!custom!and!contextual!customer!experience!!• Plan!content!and!campaigns!based!on!customer!behavior!and!touch!points!
• Layer!other!integra+ons!to!further!personalize!communica<ons!and!accelerate!sales!cycle!
!
HubSpot(So)ware(
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Discussion(+(Ques,ons?(
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Ar#ficial)Intelligence)+)Automa#on)
Define Founda+on Projects
blog posts podcasts website video email
webinars mobile apps
tailored marke+ng through a deep understanding of buyer persona needs + the ability to deliver personalized messages
Image: HubSpot
we have entered the age content, context and the customer experience
@paulroetzer www.pr2020.com
Define Founda+on Projects
create more value, for more people, more o9en, so when it’s +me to choose,
they choose you
new marketing imperative
marketing automation platforms save time, improve
efficiency and increase productivity . . .
@paulroetzer www.pr2020.com
but they do NOT provide deep insights into data . . .
@paulroetzer www.pr2020.com
We create 2.5 quin>llion bytes of data every day (that’s 18 zeros) !90% of all data in the world has been created in the last 2 years !
Source: IBM
Infographic: Domo
on average, marketers depend on data for just 11% of customer-‐related decisions.
!source: CEB
@paulroetzer www.pr2020.com
B2B marketers say just 9% of CEOs and 6% of CFOs use marke+ng data to help set corporate direc+on.
source: ITSMA, VisionEdge and Forrester
@paulroetzer www.pr2020.com
marketing automation platforms generally do NOT recommend actions or
predict outcomes.
@paulroetzer www.pr2020.com
We have a finite ability to process informa+on, build strategies, and achieve performance poten>al.
@paulroetzer
Algorithms, in contrast, have an almost infinite ability to process informa>on.
They possess the power to understand natural language queries, iden+fy paYerns and anomalies, and parse massive data sets to deliver recommenda+ons beYer, faster,
and cheaper than people can.
Image: Wikimedia Commons@paulroetzer www.pr2020.com
@paulroetzer www.pr2020.com
60% of all trades are executed by computers with liYle or no real-‐+me oversight from humans. !Source: Christopher Steiner, Automate This
avg 120 stops/day
what is the possible number of alterna>ves for ordering those stops?
@paulroetzer www.pr2020.com
6,689,502,913,449,135,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000
Source: Wall Street Journal
“Can a human really think of the best way to deliver 120 stops? This is where the algorithm will come in. It will explore paths of doing things you would not, because there are just too many combina+ons.” !
Jack Levis Senior director of process management, UPS
Source: Wall Street Journal
“At the heart of all of these algorithm-‐enabled revolu+ons on Wall Street and elsewhere, there exists one persistent goal: predic>on—to be more exact, predic+on of what other humans will do.”
@paulroetzer www.pr2020.com
Turning data into intelligence, intelligence into strategy, and strategy into ac>on
remains largely human powered.
@paulroetzer www.pr2020.com
What inevitably comes next are marke>ng intelligence engines
that process data and recommend ac+ons to improve performance based on
probabili+es of success.
@paulroetzer www.pr2020.com
There is a rela+vely untapped technology that possesses the power
to change everything: ar>ficial intelligence.
@paulroetzer www.pr2020.com
Image: Franck Calzada/YouTube
The AP “writes” 10x more earnings reports using Automated Insights technology
$143.8 M$76.6 M*
$36.0 M
$32.4 M
$36.0 M
$20.0 M$15.4 M
$10.8 M*
$9.5 M
$2.5 MSource: Crunchbase
Artificial Intelligence + Marketing
$383 M
Image: Wikimedia Commons
“There is a science and an art to every profession. Soon, Watson will know the
science beYer than a human. Humans will need to focus on the art of their profession—the crea+ve elements only they can provide.
!
— Daniel Burrus, author, Burrus Research founder and CEO
Source: Wired
so, what’s possible?
reviewing analy>cs crea>ng performance reports & data visualiza>ons publishing social media updates planning blog post topics copywri>ng cura>ng content building strategy alloca>ng resources
Imagine if a marketer’s primary role was to curate and enhance algorithm-‐based recommenda>ons and content,
rather than devise them.
“The ability to create algorithms that imitate, beUer, and eventually replace humans is the paramount skill of the next one hundred years. As the people who can do this mul+ply, jobs will disappear, lives will change, and industries will be reborn.”
!Christopher Steiner, Automate This
The future may be closer than you think.
@paulroetzer
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Discussion(+(Ques,ons?(
• List%one%new%thing%you’ve%learned%tonight.%
• What%did%you%learn%that%can%be%applied%immediately%to%your%strategy%and%campaigns?%
• How%can%you%be<er%u=lize%the%HubSpot%toolbox%to%drive%results?%
%
What%are%your%takeaways?%
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Grab%a%s'cky%note!%%