Download - 2013 Marketing Prediction Hits & Misses
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 131
A Publication of
20 118
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13
6
10
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217319
5
2013
Marketing Prediction
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 231
Jay AcunzoSr Content Manager
HubSpot
Follow me on Twitter
Jay_zo
Wri en by
Designed by
Follow me on Twitter
BardOfBoston
Erik DevaneyContent Strategist
HubSpot
1
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 331
When it comes to making predictions letrsquos be
honest wersquore all in the business of throwing
darts -- whether to our bosses (ldquoShersquos the
perfect hire for the jobrdquo) our investors (ldquoWersquoll
reach a million users in 12 monthsrdquo) or evenour loved ones (ldquoItrsquos just one drink Irsquoll be
back by 8 I swearrdquo)
And in marketing we love love love our
annual predictions
The very best in the business carefully weigh
each dart before they throw it They toe the
line balance themselves steady their arm
and fire as straight and as true as they can
But the rest Theyrsquore flinging darts against a
vague idea of the target after one too many
bourbons
2
So being of sober mind despite the raging
Boston winter outside we wanted to take a
look back at where the darts landed and try
to explain why Wersquove also included a few of
our favorite predictions for the New Year
Happy 2014
2
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20 1
18
4
13
6
10
15
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173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x3
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Stop-and-Start Campaigns Will
Fade and Real-Time Will Be ldquoInrdquo
BTweet This
4
David Meerman Scott
Best-Selling Author
amp Marketing Speaker
ldquoThe old model of
marketing built on a
company timeline doesnrsquot
work so well but afterdecades of lsquocampaignsrsquo
planned way in advance
itrsquos dicult for marketers to
change to a mindset based
on speedrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
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httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 631
But as Meerman Scott predicted real-time
marketing did indeed make huge strides in2013 Oreorsquos infamous Super Bowl tweet
reacting to the stadium blackout led to an
explosion of conversation around the
marketing tactic while IBMrsquos global report on
the state of marketing showed that half of all
marketers used real-time tactics on social
media (with that number spiking to 71 among
ldquoleadingrdquo marketers) The Association of
National Advertisers (ANA) even went so far as
to launch its inaugural Real-Time Marketing
Conference as more and more marketers
embraced the idea of real-time
Real-time marketing while it hasnrsquot quite
usurped campaign marketing is most certainlyin and here to stay
BTweet This
Heading into 2013 David Meerman Scott
predicted that campaigns as theyrsquore typicallyknown would fade Gone would be the days of
promotions planned in advance with ldquoflight
datesrdquo bookended by moments of silence
from the company as marketers planned and
held post-mortems Itrsquos simply not how
consumers operate in todayrsquos economy based
on instant everything and millions of choices
At dmexco 2013 -- one of the largest digital
marketing conferences of the year --
MediaComrsquos EMEA CEO Nick Lawson
admitted that while interest in real-time
marketing continues to spike execution and
universal adoption has been more dicult
(Hey itrsquos not easy to react in the moment as amarketer)
5
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 731
Brian Halligan
Co-Founder amp CEO
HubSpot
Inbound Marketing Will Spread
Enterprise-Wide
BTweet This
ldquoThe transformation driven
by the customer being in
control will weave its way
into every aspect oforganizations from
marketing into sales and
customer service and the
companies that win will
figure out how to become
an inbound businessrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
6
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 831
But more than the simple adoption of inbound
marketing across the enterprise the principlesof attracting consumers by adding value
before asking for it has started to evolve and
mold itself to new departments with sales
leading the charge And it makes sense --
consumers complete 60 of their buying
decisions before talking to a sales rep
according to Corporate Executive Board so
sales -- like marketing -- is evolving to put the
needs of the consumer first
During HubSpotrsquos 2013 we began investing
heavily in free products like Signals intended
to support this inbound sales style and we
anticipate even more adoption in both sales
and customer support in 2014
BTweet This
HubSpotrsquos CEO (not one to shy away from any
pub game here in Boston) came darn close toa clean bullseye on this one In the 2013 State
of Inbound Marketing report which surveyed
over 3300 marketers globally more than 60
reported practicing inbound marketing of
some kind to grow their businesses
The lone issue holding this back from a true
bullseye is the need for further education
around the term ldquoinboundrdquo -- 20 of State of
Inbound Marketing respondents said they
were unsure whether or not their practices met
that label
7
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 931
John Bonini
Director of Marketing
IMPACT Branding amp Design
Email Will Live On
BTweet This
8
ldquoThe ability to segment
email lists and personalizethe content will help to
maximize the e ect of
each email resulting in
more qualified leadsrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1031
Even Googlersquos supposed assault on email with
its year-end Gmail updates isnrsquot quite as doomand gloom as the Chicken Little reaction from
some industry pundits
Says HubSpotrsquos email product manager Tom
Monaghan ldquoThe big pro of this is that Google
is now moving from a default of not showing
images to a default of showing images This is
a big deal The reality is that under half of
email apps default to showing images
Because of this [measuring] open rates have
always been a nice directional indicator but
nothing you could really hang your hat onrdquo
The only thing keeping this 2013 prediction
from being a pure bullseye is that whethergood bad or neutral the longer term e ects
of the Gmail update remain to be seen But
one thingrsquos 100 certain email lives on and
could be even stronger than ever thanks to
personalization
BTweet This
In 2013 marketers sent more than 838 billion
emails about triple the number of stars in theentire Milky Way Thatrsquos plenty to disprove all
those theories that email is dead Itrsquos just not
true based on volume alone
But letrsquos take this one step further as John
Bonini did in his 2013 prediction a year ago
74 of consumers say they actually prefer to
receive commercial messages via email over
other sources and the improved technologies
around email marketing and contextual
marketing have shown huge returns for
marketers In fact personalized emails (ie
emails sent via segmented lists informed by a
personrsquos behavior or volunteered preferences
and information) improve open rates by 14and conversion rates by 10 -- enough to hint
at an even brighter future for email once
marketers stop sending catch-all messages for
good
9
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
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20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
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Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
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httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
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20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
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7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 231
Jay AcunzoSr Content Manager
HubSpot
Follow me on Twitter
Jay_zo
Wri en by
Designed by
Follow me on Twitter
BardOfBoston
Erik DevaneyContent Strategist
HubSpot
1
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 331
When it comes to making predictions letrsquos be
honest wersquore all in the business of throwing
darts -- whether to our bosses (ldquoShersquos the
perfect hire for the jobrdquo) our investors (ldquoWersquoll
reach a million users in 12 monthsrdquo) or evenour loved ones (ldquoItrsquos just one drink Irsquoll be
back by 8 I swearrdquo)
And in marketing we love love love our
annual predictions
The very best in the business carefully weigh
each dart before they throw it They toe the
line balance themselves steady their arm
and fire as straight and as true as they can
But the rest Theyrsquore flinging darts against a
vague idea of the target after one too many
bourbons
2
So being of sober mind despite the raging
Boston winter outside we wanted to take a
look back at where the darts landed and try
to explain why Wersquove also included a few of
our favorite predictions for the New Year
Happy 2014
2
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 431
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x3
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 531
Stop-and-Start Campaigns Will
Fade and Real-Time Will Be ldquoInrdquo
BTweet This
4
David Meerman Scott
Best-Selling Author
amp Marketing Speaker
ldquoThe old model of
marketing built on a
company timeline doesnrsquot
work so well but afterdecades of lsquocampaignsrsquo
planned way in advance
itrsquos dicult for marketers to
change to a mindset based
on speedrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 631
But as Meerman Scott predicted real-time
marketing did indeed make huge strides in2013 Oreorsquos infamous Super Bowl tweet
reacting to the stadium blackout led to an
explosion of conversation around the
marketing tactic while IBMrsquos global report on
the state of marketing showed that half of all
marketers used real-time tactics on social
media (with that number spiking to 71 among
ldquoleadingrdquo marketers) The Association of
National Advertisers (ANA) even went so far as
to launch its inaugural Real-Time Marketing
Conference as more and more marketers
embraced the idea of real-time
Real-time marketing while it hasnrsquot quite
usurped campaign marketing is most certainlyin and here to stay
BTweet This
Heading into 2013 David Meerman Scott
predicted that campaigns as theyrsquore typicallyknown would fade Gone would be the days of
promotions planned in advance with ldquoflight
datesrdquo bookended by moments of silence
from the company as marketers planned and
held post-mortems Itrsquos simply not how
consumers operate in todayrsquos economy based
on instant everything and millions of choices
At dmexco 2013 -- one of the largest digital
marketing conferences of the year --
MediaComrsquos EMEA CEO Nick Lawson
admitted that while interest in real-time
marketing continues to spike execution and
universal adoption has been more dicult
(Hey itrsquos not easy to react in the moment as amarketer)
5
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 731
Brian Halligan
Co-Founder amp CEO
HubSpot
Inbound Marketing Will Spread
Enterprise-Wide
BTweet This
ldquoThe transformation driven
by the customer being in
control will weave its way
into every aspect oforganizations from
marketing into sales and
customer service and the
companies that win will
figure out how to become
an inbound businessrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
6
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 831
But more than the simple adoption of inbound
marketing across the enterprise the principlesof attracting consumers by adding value
before asking for it has started to evolve and
mold itself to new departments with sales
leading the charge And it makes sense --
consumers complete 60 of their buying
decisions before talking to a sales rep
according to Corporate Executive Board so
sales -- like marketing -- is evolving to put the
needs of the consumer first
During HubSpotrsquos 2013 we began investing
heavily in free products like Signals intended
to support this inbound sales style and we
anticipate even more adoption in both sales
and customer support in 2014
BTweet This
HubSpotrsquos CEO (not one to shy away from any
pub game here in Boston) came darn close toa clean bullseye on this one In the 2013 State
of Inbound Marketing report which surveyed
over 3300 marketers globally more than 60
reported practicing inbound marketing of
some kind to grow their businesses
The lone issue holding this back from a true
bullseye is the need for further education
around the term ldquoinboundrdquo -- 20 of State of
Inbound Marketing respondents said they
were unsure whether or not their practices met
that label
7
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 931
John Bonini
Director of Marketing
IMPACT Branding amp Design
Email Will Live On
BTweet This
8
ldquoThe ability to segment
email lists and personalizethe content will help to
maximize the e ect of
each email resulting in
more qualified leadsrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1031
Even Googlersquos supposed assault on email with
its year-end Gmail updates isnrsquot quite as doomand gloom as the Chicken Little reaction from
some industry pundits
Says HubSpotrsquos email product manager Tom
Monaghan ldquoThe big pro of this is that Google
is now moving from a default of not showing
images to a default of showing images This is
a big deal The reality is that under half of
email apps default to showing images
Because of this [measuring] open rates have
always been a nice directional indicator but
nothing you could really hang your hat onrdquo
The only thing keeping this 2013 prediction
from being a pure bullseye is that whethergood bad or neutral the longer term e ects
of the Gmail update remain to be seen But
one thingrsquos 100 certain email lives on and
could be even stronger than ever thanks to
personalization
BTweet This
In 2013 marketers sent more than 838 billion
emails about triple the number of stars in theentire Milky Way Thatrsquos plenty to disprove all
those theories that email is dead Itrsquos just not
true based on volume alone
But letrsquos take this one step further as John
Bonini did in his 2013 prediction a year ago
74 of consumers say they actually prefer to
receive commercial messages via email over
other sources and the improved technologies
around email marketing and contextual
marketing have shown huge returns for
marketers In fact personalized emails (ie
emails sent via segmented lists informed by a
personrsquos behavior or volunteered preferences
and information) improve open rates by 14and conversion rates by 10 -- enough to hint
at an even brighter future for email once
marketers stop sending catch-all messages for
good
9
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
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amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
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7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 331
When it comes to making predictions letrsquos be
honest wersquore all in the business of throwing
darts -- whether to our bosses (ldquoShersquos the
perfect hire for the jobrdquo) our investors (ldquoWersquoll
reach a million users in 12 monthsrdquo) or evenour loved ones (ldquoItrsquos just one drink Irsquoll be
back by 8 I swearrdquo)
And in marketing we love love love our
annual predictions
The very best in the business carefully weigh
each dart before they throw it They toe the
line balance themselves steady their arm
and fire as straight and as true as they can
But the rest Theyrsquore flinging darts against a
vague idea of the target after one too many
bourbons
2
So being of sober mind despite the raging
Boston winter outside we wanted to take a
look back at where the darts landed and try
to explain why Wersquove also included a few of
our favorite predictions for the New Year
Happy 2014
2
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 431
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x3
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 531
Stop-and-Start Campaigns Will
Fade and Real-Time Will Be ldquoInrdquo
BTweet This
4
David Meerman Scott
Best-Selling Author
amp Marketing Speaker
ldquoThe old model of
marketing built on a
company timeline doesnrsquot
work so well but afterdecades of lsquocampaignsrsquo
planned way in advance
itrsquos dicult for marketers to
change to a mindset based
on speedrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 631
But as Meerman Scott predicted real-time
marketing did indeed make huge strides in2013 Oreorsquos infamous Super Bowl tweet
reacting to the stadium blackout led to an
explosion of conversation around the
marketing tactic while IBMrsquos global report on
the state of marketing showed that half of all
marketers used real-time tactics on social
media (with that number spiking to 71 among
ldquoleadingrdquo marketers) The Association of
National Advertisers (ANA) even went so far as
to launch its inaugural Real-Time Marketing
Conference as more and more marketers
embraced the idea of real-time
Real-time marketing while it hasnrsquot quite
usurped campaign marketing is most certainlyin and here to stay
BTweet This
Heading into 2013 David Meerman Scott
predicted that campaigns as theyrsquore typicallyknown would fade Gone would be the days of
promotions planned in advance with ldquoflight
datesrdquo bookended by moments of silence
from the company as marketers planned and
held post-mortems Itrsquos simply not how
consumers operate in todayrsquos economy based
on instant everything and millions of choices
At dmexco 2013 -- one of the largest digital
marketing conferences of the year --
MediaComrsquos EMEA CEO Nick Lawson
admitted that while interest in real-time
marketing continues to spike execution and
universal adoption has been more dicult
(Hey itrsquos not easy to react in the moment as amarketer)
5
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 731
Brian Halligan
Co-Founder amp CEO
HubSpot
Inbound Marketing Will Spread
Enterprise-Wide
BTweet This
ldquoThe transformation driven
by the customer being in
control will weave its way
into every aspect oforganizations from
marketing into sales and
customer service and the
companies that win will
figure out how to become
an inbound businessrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
6
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 831
But more than the simple adoption of inbound
marketing across the enterprise the principlesof attracting consumers by adding value
before asking for it has started to evolve and
mold itself to new departments with sales
leading the charge And it makes sense --
consumers complete 60 of their buying
decisions before talking to a sales rep
according to Corporate Executive Board so
sales -- like marketing -- is evolving to put the
needs of the consumer first
During HubSpotrsquos 2013 we began investing
heavily in free products like Signals intended
to support this inbound sales style and we
anticipate even more adoption in both sales
and customer support in 2014
BTweet This
HubSpotrsquos CEO (not one to shy away from any
pub game here in Boston) came darn close toa clean bullseye on this one In the 2013 State
of Inbound Marketing report which surveyed
over 3300 marketers globally more than 60
reported practicing inbound marketing of
some kind to grow their businesses
The lone issue holding this back from a true
bullseye is the need for further education
around the term ldquoinboundrdquo -- 20 of State of
Inbound Marketing respondents said they
were unsure whether or not their practices met
that label
7
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 931
John Bonini
Director of Marketing
IMPACT Branding amp Design
Email Will Live On
BTweet This
8
ldquoThe ability to segment
email lists and personalizethe content will help to
maximize the e ect of
each email resulting in
more qualified leadsrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1031
Even Googlersquos supposed assault on email with
its year-end Gmail updates isnrsquot quite as doomand gloom as the Chicken Little reaction from
some industry pundits
Says HubSpotrsquos email product manager Tom
Monaghan ldquoThe big pro of this is that Google
is now moving from a default of not showing
images to a default of showing images This is
a big deal The reality is that under half of
email apps default to showing images
Because of this [measuring] open rates have
always been a nice directional indicator but
nothing you could really hang your hat onrdquo
The only thing keeping this 2013 prediction
from being a pure bullseye is that whethergood bad or neutral the longer term e ects
of the Gmail update remain to be seen But
one thingrsquos 100 certain email lives on and
could be even stronger than ever thanks to
personalization
BTweet This
In 2013 marketers sent more than 838 billion
emails about triple the number of stars in theentire Milky Way Thatrsquos plenty to disprove all
those theories that email is dead Itrsquos just not
true based on volume alone
But letrsquos take this one step further as John
Bonini did in his 2013 prediction a year ago
74 of consumers say they actually prefer to
receive commercial messages via email over
other sources and the improved technologies
around email marketing and contextual
marketing have shown huge returns for
marketers In fact personalized emails (ie
emails sent via segmented lists informed by a
personrsquos behavior or volunteered preferences
and information) improve open rates by 14and conversion rates by 10 -- enough to hint
at an even brighter future for email once
marketers stop sending catch-all messages for
good
9
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 431
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x3
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 531
Stop-and-Start Campaigns Will
Fade and Real-Time Will Be ldquoInrdquo
BTweet This
4
David Meerman Scott
Best-Selling Author
amp Marketing Speaker
ldquoThe old model of
marketing built on a
company timeline doesnrsquot
work so well but afterdecades of lsquocampaignsrsquo
planned way in advance
itrsquos dicult for marketers to
change to a mindset based
on speedrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 631
But as Meerman Scott predicted real-time
marketing did indeed make huge strides in2013 Oreorsquos infamous Super Bowl tweet
reacting to the stadium blackout led to an
explosion of conversation around the
marketing tactic while IBMrsquos global report on
the state of marketing showed that half of all
marketers used real-time tactics on social
media (with that number spiking to 71 among
ldquoleadingrdquo marketers) The Association of
National Advertisers (ANA) even went so far as
to launch its inaugural Real-Time Marketing
Conference as more and more marketers
embraced the idea of real-time
Real-time marketing while it hasnrsquot quite
usurped campaign marketing is most certainlyin and here to stay
BTweet This
Heading into 2013 David Meerman Scott
predicted that campaigns as theyrsquore typicallyknown would fade Gone would be the days of
promotions planned in advance with ldquoflight
datesrdquo bookended by moments of silence
from the company as marketers planned and
held post-mortems Itrsquos simply not how
consumers operate in todayrsquos economy based
on instant everything and millions of choices
At dmexco 2013 -- one of the largest digital
marketing conferences of the year --
MediaComrsquos EMEA CEO Nick Lawson
admitted that while interest in real-time
marketing continues to spike execution and
universal adoption has been more dicult
(Hey itrsquos not easy to react in the moment as amarketer)
5
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 731
Brian Halligan
Co-Founder amp CEO
HubSpot
Inbound Marketing Will Spread
Enterprise-Wide
BTweet This
ldquoThe transformation driven
by the customer being in
control will weave its way
into every aspect oforganizations from
marketing into sales and
customer service and the
companies that win will
figure out how to become
an inbound businessrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
6
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 831
But more than the simple adoption of inbound
marketing across the enterprise the principlesof attracting consumers by adding value
before asking for it has started to evolve and
mold itself to new departments with sales
leading the charge And it makes sense --
consumers complete 60 of their buying
decisions before talking to a sales rep
according to Corporate Executive Board so
sales -- like marketing -- is evolving to put the
needs of the consumer first
During HubSpotrsquos 2013 we began investing
heavily in free products like Signals intended
to support this inbound sales style and we
anticipate even more adoption in both sales
and customer support in 2014
BTweet This
HubSpotrsquos CEO (not one to shy away from any
pub game here in Boston) came darn close toa clean bullseye on this one In the 2013 State
of Inbound Marketing report which surveyed
over 3300 marketers globally more than 60
reported practicing inbound marketing of
some kind to grow their businesses
The lone issue holding this back from a true
bullseye is the need for further education
around the term ldquoinboundrdquo -- 20 of State of
Inbound Marketing respondents said they
were unsure whether or not their practices met
that label
7
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 931
John Bonini
Director of Marketing
IMPACT Branding amp Design
Email Will Live On
BTweet This
8
ldquoThe ability to segment
email lists and personalizethe content will help to
maximize the e ect of
each email resulting in
more qualified leadsrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1031
Even Googlersquos supposed assault on email with
its year-end Gmail updates isnrsquot quite as doomand gloom as the Chicken Little reaction from
some industry pundits
Says HubSpotrsquos email product manager Tom
Monaghan ldquoThe big pro of this is that Google
is now moving from a default of not showing
images to a default of showing images This is
a big deal The reality is that under half of
email apps default to showing images
Because of this [measuring] open rates have
always been a nice directional indicator but
nothing you could really hang your hat onrdquo
The only thing keeping this 2013 prediction
from being a pure bullseye is that whethergood bad or neutral the longer term e ects
of the Gmail update remain to be seen But
one thingrsquos 100 certain email lives on and
could be even stronger than ever thanks to
personalization
BTweet This
In 2013 marketers sent more than 838 billion
emails about triple the number of stars in theentire Milky Way Thatrsquos plenty to disprove all
those theories that email is dead Itrsquos just not
true based on volume alone
But letrsquos take this one step further as John
Bonini did in his 2013 prediction a year ago
74 of consumers say they actually prefer to
receive commercial messages via email over
other sources and the improved technologies
around email marketing and contextual
marketing have shown huge returns for
marketers In fact personalized emails (ie
emails sent via segmented lists informed by a
personrsquos behavior or volunteered preferences
and information) improve open rates by 14and conversion rates by 10 -- enough to hint
at an even brighter future for email once
marketers stop sending catch-all messages for
good
9
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
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7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 531
Stop-and-Start Campaigns Will
Fade and Real-Time Will Be ldquoInrdquo
BTweet This
4
David Meerman Scott
Best-Selling Author
amp Marketing Speaker
ldquoThe old model of
marketing built on a
company timeline doesnrsquot
work so well but afterdecades of lsquocampaignsrsquo
planned way in advance
itrsquos dicult for marketers to
change to a mindset based
on speedrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 631
But as Meerman Scott predicted real-time
marketing did indeed make huge strides in2013 Oreorsquos infamous Super Bowl tweet
reacting to the stadium blackout led to an
explosion of conversation around the
marketing tactic while IBMrsquos global report on
the state of marketing showed that half of all
marketers used real-time tactics on social
media (with that number spiking to 71 among
ldquoleadingrdquo marketers) The Association of
National Advertisers (ANA) even went so far as
to launch its inaugural Real-Time Marketing
Conference as more and more marketers
embraced the idea of real-time
Real-time marketing while it hasnrsquot quite
usurped campaign marketing is most certainlyin and here to stay
BTweet This
Heading into 2013 David Meerman Scott
predicted that campaigns as theyrsquore typicallyknown would fade Gone would be the days of
promotions planned in advance with ldquoflight
datesrdquo bookended by moments of silence
from the company as marketers planned and
held post-mortems Itrsquos simply not how
consumers operate in todayrsquos economy based
on instant everything and millions of choices
At dmexco 2013 -- one of the largest digital
marketing conferences of the year --
MediaComrsquos EMEA CEO Nick Lawson
admitted that while interest in real-time
marketing continues to spike execution and
universal adoption has been more dicult
(Hey itrsquos not easy to react in the moment as amarketer)
5
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 731
Brian Halligan
Co-Founder amp CEO
HubSpot
Inbound Marketing Will Spread
Enterprise-Wide
BTweet This
ldquoThe transformation driven
by the customer being in
control will weave its way
into every aspect oforganizations from
marketing into sales and
customer service and the
companies that win will
figure out how to become
an inbound businessrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
6
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 831
But more than the simple adoption of inbound
marketing across the enterprise the principlesof attracting consumers by adding value
before asking for it has started to evolve and
mold itself to new departments with sales
leading the charge And it makes sense --
consumers complete 60 of their buying
decisions before talking to a sales rep
according to Corporate Executive Board so
sales -- like marketing -- is evolving to put the
needs of the consumer first
During HubSpotrsquos 2013 we began investing
heavily in free products like Signals intended
to support this inbound sales style and we
anticipate even more adoption in both sales
and customer support in 2014
BTweet This
HubSpotrsquos CEO (not one to shy away from any
pub game here in Boston) came darn close toa clean bullseye on this one In the 2013 State
of Inbound Marketing report which surveyed
over 3300 marketers globally more than 60
reported practicing inbound marketing of
some kind to grow their businesses
The lone issue holding this back from a true
bullseye is the need for further education
around the term ldquoinboundrdquo -- 20 of State of
Inbound Marketing respondents said they
were unsure whether or not their practices met
that label
7
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 931
John Bonini
Director of Marketing
IMPACT Branding amp Design
Email Will Live On
BTweet This
8
ldquoThe ability to segment
email lists and personalizethe content will help to
maximize the e ect of
each email resulting in
more qualified leadsrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1031
Even Googlersquos supposed assault on email with
its year-end Gmail updates isnrsquot quite as doomand gloom as the Chicken Little reaction from
some industry pundits
Says HubSpotrsquos email product manager Tom
Monaghan ldquoThe big pro of this is that Google
is now moving from a default of not showing
images to a default of showing images This is
a big deal The reality is that under half of
email apps default to showing images
Because of this [measuring] open rates have
always been a nice directional indicator but
nothing you could really hang your hat onrdquo
The only thing keeping this 2013 prediction
from being a pure bullseye is that whethergood bad or neutral the longer term e ects
of the Gmail update remain to be seen But
one thingrsquos 100 certain email lives on and
could be even stronger than ever thanks to
personalization
BTweet This
In 2013 marketers sent more than 838 billion
emails about triple the number of stars in theentire Milky Way Thatrsquos plenty to disprove all
those theories that email is dead Itrsquos just not
true based on volume alone
But letrsquos take this one step further as John
Bonini did in his 2013 prediction a year ago
74 of consumers say they actually prefer to
receive commercial messages via email over
other sources and the improved technologies
around email marketing and contextual
marketing have shown huge returns for
marketers In fact personalized emails (ie
emails sent via segmented lists informed by a
personrsquos behavior or volunteered preferences
and information) improve open rates by 14and conversion rates by 10 -- enough to hint
at an even brighter future for email once
marketers stop sending catch-all messages for
good
9
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 631
But as Meerman Scott predicted real-time
marketing did indeed make huge strides in2013 Oreorsquos infamous Super Bowl tweet
reacting to the stadium blackout led to an
explosion of conversation around the
marketing tactic while IBMrsquos global report on
the state of marketing showed that half of all
marketers used real-time tactics on social
media (with that number spiking to 71 among
ldquoleadingrdquo marketers) The Association of
National Advertisers (ANA) even went so far as
to launch its inaugural Real-Time Marketing
Conference as more and more marketers
embraced the idea of real-time
Real-time marketing while it hasnrsquot quite
usurped campaign marketing is most certainlyin and here to stay
BTweet This
Heading into 2013 David Meerman Scott
predicted that campaigns as theyrsquore typicallyknown would fade Gone would be the days of
promotions planned in advance with ldquoflight
datesrdquo bookended by moments of silence
from the company as marketers planned and
held post-mortems Itrsquos simply not how
consumers operate in todayrsquos economy based
on instant everything and millions of choices
At dmexco 2013 -- one of the largest digital
marketing conferences of the year --
MediaComrsquos EMEA CEO Nick Lawson
admitted that while interest in real-time
marketing continues to spike execution and
universal adoption has been more dicult
(Hey itrsquos not easy to react in the moment as amarketer)
5
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 731
Brian Halligan
Co-Founder amp CEO
HubSpot
Inbound Marketing Will Spread
Enterprise-Wide
BTweet This
ldquoThe transformation driven
by the customer being in
control will weave its way
into every aspect oforganizations from
marketing into sales and
customer service and the
companies that win will
figure out how to become
an inbound businessrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
6
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 831
But more than the simple adoption of inbound
marketing across the enterprise the principlesof attracting consumers by adding value
before asking for it has started to evolve and
mold itself to new departments with sales
leading the charge And it makes sense --
consumers complete 60 of their buying
decisions before talking to a sales rep
according to Corporate Executive Board so
sales -- like marketing -- is evolving to put the
needs of the consumer first
During HubSpotrsquos 2013 we began investing
heavily in free products like Signals intended
to support this inbound sales style and we
anticipate even more adoption in both sales
and customer support in 2014
BTweet This
HubSpotrsquos CEO (not one to shy away from any
pub game here in Boston) came darn close toa clean bullseye on this one In the 2013 State
of Inbound Marketing report which surveyed
over 3300 marketers globally more than 60
reported practicing inbound marketing of
some kind to grow their businesses
The lone issue holding this back from a true
bullseye is the need for further education
around the term ldquoinboundrdquo -- 20 of State of
Inbound Marketing respondents said they
were unsure whether or not their practices met
that label
7
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 931
John Bonini
Director of Marketing
IMPACT Branding amp Design
Email Will Live On
BTweet This
8
ldquoThe ability to segment
email lists and personalizethe content will help to
maximize the e ect of
each email resulting in
more qualified leadsrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1031
Even Googlersquos supposed assault on email with
its year-end Gmail updates isnrsquot quite as doomand gloom as the Chicken Little reaction from
some industry pundits
Says HubSpotrsquos email product manager Tom
Monaghan ldquoThe big pro of this is that Google
is now moving from a default of not showing
images to a default of showing images This is
a big deal The reality is that under half of
email apps default to showing images
Because of this [measuring] open rates have
always been a nice directional indicator but
nothing you could really hang your hat onrdquo
The only thing keeping this 2013 prediction
from being a pure bullseye is that whethergood bad or neutral the longer term e ects
of the Gmail update remain to be seen But
one thingrsquos 100 certain email lives on and
could be even stronger than ever thanks to
personalization
BTweet This
In 2013 marketers sent more than 838 billion
emails about triple the number of stars in theentire Milky Way Thatrsquos plenty to disprove all
those theories that email is dead Itrsquos just not
true based on volume alone
But letrsquos take this one step further as John
Bonini did in his 2013 prediction a year ago
74 of consumers say they actually prefer to
receive commercial messages via email over
other sources and the improved technologies
around email marketing and contextual
marketing have shown huge returns for
marketers In fact personalized emails (ie
emails sent via segmented lists informed by a
personrsquos behavior or volunteered preferences
and information) improve open rates by 14and conversion rates by 10 -- enough to hint
at an even brighter future for email once
marketers stop sending catch-all messages for
good
9
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 731
Brian Halligan
Co-Founder amp CEO
HubSpot
Inbound Marketing Will Spread
Enterprise-Wide
BTweet This
ldquoThe transformation driven
by the customer being in
control will weave its way
into every aspect oforganizations from
marketing into sales and
customer service and the
companies that win will
figure out how to become
an inbound businessrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
6
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 831
But more than the simple adoption of inbound
marketing across the enterprise the principlesof attracting consumers by adding value
before asking for it has started to evolve and
mold itself to new departments with sales
leading the charge And it makes sense --
consumers complete 60 of their buying
decisions before talking to a sales rep
according to Corporate Executive Board so
sales -- like marketing -- is evolving to put the
needs of the consumer first
During HubSpotrsquos 2013 we began investing
heavily in free products like Signals intended
to support this inbound sales style and we
anticipate even more adoption in both sales
and customer support in 2014
BTweet This
HubSpotrsquos CEO (not one to shy away from any
pub game here in Boston) came darn close toa clean bullseye on this one In the 2013 State
of Inbound Marketing report which surveyed
over 3300 marketers globally more than 60
reported practicing inbound marketing of
some kind to grow their businesses
The lone issue holding this back from a true
bullseye is the need for further education
around the term ldquoinboundrdquo -- 20 of State of
Inbound Marketing respondents said they
were unsure whether or not their practices met
that label
7
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 931
John Bonini
Director of Marketing
IMPACT Branding amp Design
Email Will Live On
BTweet This
8
ldquoThe ability to segment
email lists and personalizethe content will help to
maximize the e ect of
each email resulting in
more qualified leadsrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1031
Even Googlersquos supposed assault on email with
its year-end Gmail updates isnrsquot quite as doomand gloom as the Chicken Little reaction from
some industry pundits
Says HubSpotrsquos email product manager Tom
Monaghan ldquoThe big pro of this is that Google
is now moving from a default of not showing
images to a default of showing images This is
a big deal The reality is that under half of
email apps default to showing images
Because of this [measuring] open rates have
always been a nice directional indicator but
nothing you could really hang your hat onrdquo
The only thing keeping this 2013 prediction
from being a pure bullseye is that whethergood bad or neutral the longer term e ects
of the Gmail update remain to be seen But
one thingrsquos 100 certain email lives on and
could be even stronger than ever thanks to
personalization
BTweet This
In 2013 marketers sent more than 838 billion
emails about triple the number of stars in theentire Milky Way Thatrsquos plenty to disprove all
those theories that email is dead Itrsquos just not
true based on volume alone
But letrsquos take this one step further as John
Bonini did in his 2013 prediction a year ago
74 of consumers say they actually prefer to
receive commercial messages via email over
other sources and the improved technologies
around email marketing and contextual
marketing have shown huge returns for
marketers In fact personalized emails (ie
emails sent via segmented lists informed by a
personrsquos behavior or volunteered preferences
and information) improve open rates by 14and conversion rates by 10 -- enough to hint
at an even brighter future for email once
marketers stop sending catch-all messages for
good
9
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 831
But more than the simple adoption of inbound
marketing across the enterprise the principlesof attracting consumers by adding value
before asking for it has started to evolve and
mold itself to new departments with sales
leading the charge And it makes sense --
consumers complete 60 of their buying
decisions before talking to a sales rep
according to Corporate Executive Board so
sales -- like marketing -- is evolving to put the
needs of the consumer first
During HubSpotrsquos 2013 we began investing
heavily in free products like Signals intended
to support this inbound sales style and we
anticipate even more adoption in both sales
and customer support in 2014
BTweet This
HubSpotrsquos CEO (not one to shy away from any
pub game here in Boston) came darn close toa clean bullseye on this one In the 2013 State
of Inbound Marketing report which surveyed
over 3300 marketers globally more than 60
reported practicing inbound marketing of
some kind to grow their businesses
The lone issue holding this back from a true
bullseye is the need for further education
around the term ldquoinboundrdquo -- 20 of State of
Inbound Marketing respondents said they
were unsure whether or not their practices met
that label
7
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 931
John Bonini
Director of Marketing
IMPACT Branding amp Design
Email Will Live On
BTweet This
8
ldquoThe ability to segment
email lists and personalizethe content will help to
maximize the e ect of
each email resulting in
more qualified leadsrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1031
Even Googlersquos supposed assault on email with
its year-end Gmail updates isnrsquot quite as doomand gloom as the Chicken Little reaction from
some industry pundits
Says HubSpotrsquos email product manager Tom
Monaghan ldquoThe big pro of this is that Google
is now moving from a default of not showing
images to a default of showing images This is
a big deal The reality is that under half of
email apps default to showing images
Because of this [measuring] open rates have
always been a nice directional indicator but
nothing you could really hang your hat onrdquo
The only thing keeping this 2013 prediction
from being a pure bullseye is that whethergood bad or neutral the longer term e ects
of the Gmail update remain to be seen But
one thingrsquos 100 certain email lives on and
could be even stronger than ever thanks to
personalization
BTweet This
In 2013 marketers sent more than 838 billion
emails about triple the number of stars in theentire Milky Way Thatrsquos plenty to disprove all
those theories that email is dead Itrsquos just not
true based on volume alone
But letrsquos take this one step further as John
Bonini did in his 2013 prediction a year ago
74 of consumers say they actually prefer to
receive commercial messages via email over
other sources and the improved technologies
around email marketing and contextual
marketing have shown huge returns for
marketers In fact personalized emails (ie
emails sent via segmented lists informed by a
personrsquos behavior or volunteered preferences
and information) improve open rates by 14and conversion rates by 10 -- enough to hint
at an even brighter future for email once
marketers stop sending catch-all messages for
good
9
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 931
John Bonini
Director of Marketing
IMPACT Branding amp Design
Email Will Live On
BTweet This
8
ldquoThe ability to segment
email lists and personalizethe content will help to
maximize the e ect of
each email resulting in
more qualified leadsrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1031
Even Googlersquos supposed assault on email with
its year-end Gmail updates isnrsquot quite as doomand gloom as the Chicken Little reaction from
some industry pundits
Says HubSpotrsquos email product manager Tom
Monaghan ldquoThe big pro of this is that Google
is now moving from a default of not showing
images to a default of showing images This is
a big deal The reality is that under half of
email apps default to showing images
Because of this [measuring] open rates have
always been a nice directional indicator but
nothing you could really hang your hat onrdquo
The only thing keeping this 2013 prediction
from being a pure bullseye is that whethergood bad or neutral the longer term e ects
of the Gmail update remain to be seen But
one thingrsquos 100 certain email lives on and
could be even stronger than ever thanks to
personalization
BTweet This
In 2013 marketers sent more than 838 billion
emails about triple the number of stars in theentire Milky Way Thatrsquos plenty to disprove all
those theories that email is dead Itrsquos just not
true based on volume alone
But letrsquos take this one step further as John
Bonini did in his 2013 prediction a year ago
74 of consumers say they actually prefer to
receive commercial messages via email over
other sources and the improved technologies
around email marketing and contextual
marketing have shown huge returns for
marketers In fact personalized emails (ie
emails sent via segmented lists informed by a
personrsquos behavior or volunteered preferences
and information) improve open rates by 14and conversion rates by 10 -- enough to hint
at an even brighter future for email once
marketers stop sending catch-all messages for
good
9
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1031
Even Googlersquos supposed assault on email with
its year-end Gmail updates isnrsquot quite as doomand gloom as the Chicken Little reaction from
some industry pundits
Says HubSpotrsquos email product manager Tom
Monaghan ldquoThe big pro of this is that Google
is now moving from a default of not showing
images to a default of showing images This is
a big deal The reality is that under half of
email apps default to showing images
Because of this [measuring] open rates have
always been a nice directional indicator but
nothing you could really hang your hat onrdquo
The only thing keeping this 2013 prediction
from being a pure bullseye is that whethergood bad or neutral the longer term e ects
of the Gmail update remain to be seen But
one thingrsquos 100 certain email lives on and
could be even stronger than ever thanks to
personalization
BTweet This
In 2013 marketers sent more than 838 billion
emails about triple the number of stars in theentire Milky Way Thatrsquos plenty to disprove all
those theories that email is dead Itrsquos just not
true based on volume alone
But letrsquos take this one step further as John
Bonini did in his 2013 prediction a year ago
74 of consumers say they actually prefer to
receive commercial messages via email over
other sources and the improved technologies
around email marketing and contextual
marketing have shown huge returns for
marketers In fact personalized emails (ie
emails sent via segmented lists informed by a
personrsquos behavior or volunteered preferences
and information) improve open rates by 14and conversion rates by 10 -- enough to hint
at an even brighter future for email once
marketers stop sending catch-all messages for
good
9
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1131
Rand Fishkin
Founder MOZ
Content and Social Will Matter
Even More for SEO
BTweet This
10
ldquoFor the past decade and a
half marketers have often
thought of SEO social
media and content as
separate channels and
segmented practices But
these barriers are
crumblingrdquo
Source 20 Marketing Trends
amp Predictions for 2013 and Beyond (HubSpot)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1231
Yup 2013 was the year of content and social
taking center stage in the SEO world and thefuture should be no di erent But even better
in my opinion 2013 was the year of the
humans winning on search -- not the bots
When Google made the decision in
September to encrypt the bulk of its keyword
data (to go along with previous updates
centered on quality content in-depth articlesand social recommendations) the underlying
message was clear Donrsquot game the system
donrsquot write for the algorithm donrsquot try to be
sneaky -- focus on helping the people yoursquore
trying to reach
And to that I also say bullseye
BTweet This
Rand Fishkin nailed this one Just take a look
at all the updates from Google to its searchalgorithm from the past year Yoursquoll find
common threads centering on things like
original quality content and ldquoin-depthrdquo articles
meaning the benefits of blogging continue to
skyrocket
Furthermore a study from Searchmetrics
revealed that social signals andrecommendations account for seven of the top
eight most highly correlated ranking factors in
Google results (In an eye-opener the report
ranks Google +1s and Facebook Likes higher
than backlinks)
11
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1331
20 1
18
4
13
6
10
15
2
173
19
5 Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or BustMarketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x12
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1431
Mobile or Bust
BTweet This
13
Therersquos no denying the need to embrace
mobile End user adoption continues to
grow with over 91 of the worldrsquos population
owning a mobile phone (56 of which own a
smartphone) Additionally among
smartphone owners half say their primary
internet source is their phone So we as
marketers need to rely more heavily on
mobile marketing and responsive websites
to capture that usage
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1531
So yes we all need to be mobile-ready We all
should embrace mobile more than ever Butconsumers rely on multiple screens and we
need to be prepared not by targeting just one
but by embracing them all according to our
specific customers and data
BTweet This
But letrsquos cut through the chest-beating for a
minute Consumers pay attention to multiplescreens from TVs to tablets to phones and
smart marketers capture attention by adding
value wherever a consumer pays attention In
2013 and beyond that means there will be
multiple screens at play Smartphones tablets
and TVs are all major parts of the consumer
attention span And there are absolutely times
when optimizing for one not all makes sense
As marketers we should inform our
approaches with data -- perhaps the data
shows a disproportionate amount of desktop
trac to your site Maybe thatrsquos because
yoursquore trying to reach developers during the
workday who are using huge monitors andtaking a break from their work Suddenly
desktop experiences are much more e ective
14
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1631
Marketing Becomes Accountable
for Revenue Generation
BTweet This
15
For the record Irsquod argue that most marketers
(and definitely most CMOs) want to hold
themselves and their teams accountable
want to shed any lingering ldquomarketing as arts
and craftsrdquo stigma and want to be major
drivers of bottom-line results to the business
The problem with this becoming reality
however seems to be twofold a lack of
measurement and related a lack of IT
support to marketing
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1731
As much as lots of us want this prediction to
be a hit itrsquos still largely aspirational
BTweet This
As we found in the 2013 State of Inbound
Marketing Report the biggest challenge asranked by both marketers and agencies alike
has been proving ROI Even more frustrating
for proving that ROI has been the lack of sales
and marketing alignment in many companies
(only one-third of businesses have a formal
agreement between the two departments to
deliver leads and customers)
Tracking can also get tricky thanks to trying to
reach fragmented digital audiences across so
many channels sometimes with software
systems that donrsquot talk to each other Getting
support from IT to tie them all together could
help marketers prove ROI but as the data in
the report showed the IT department tends toprovide the least support to inbound
marketers
16
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1831
Big Data Becomes Real for
Businesses
BTweet This
17
Big Data was a big prediction for plenty of
marketers and business leaders heading into
2013 but while interest soared adoption
stalled out A report from Talend as reported
by Yahoo suggested a disconnect between
the popularity of big data and actual big data
implementation
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 1931
Big Data thus remains mainly a buzzword to
many companies and marketers and continuesto be more of a prediction than a reality in
2014
BTweet This
According to the report the major obstacles in
rolling out big data strategies include budgetconstraints and the skills to actually execute
on big datarsquos potential
Those who did adopt big data in 2013 cited
the abundance of data sets and the desire to
increase revenue as core reasons but
according to Talendrsquos vice president of
marketing Yves de Montcheuil ldquoIn the shortterm organizations need to address the
barriers and the issues holding many of them
back -- and once again technology can be the
key factor in streamlining the process and
making it more e ective to implement big data
strategiesrdquo
18
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2031
Print Is Dead
BTweet This
19
Just like ldquoThe Year of Mobilerdquo saying ldquoPrint
Is Deadrdquo has lost pretty much all of its roots
in reality ldquoPrint Is Deadrdquo might rank up there
with ldquoSasquatch Is Realrdquo at this point The
truth is that print has been terminally ill for
about a decade now Going back as far as
2005 (as Forbes did here) and yoursquoll find
major media outlets lamenting or celebrating
the death of print media Itrsquos just plain not
true
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2131
So no print is not dead nor will it die in the
next few years And if folks like Bezos andHenry continue seeing opportunity in print
then Irsquod bet a more accurate prediction for
future years very well might be this
Print Reinvents Itself and Bounces Back
BTweet This
Yes print has been wholly disrupted But in
2013 one of the smartest most tech-savvyminds of our modern world (Amazon founder
and CEO Je Bezos) and the owner of a sports
franchise lauded for its analytical forward-
thinking ways (Je Henry of the Red Sox) each
purchased print publications in the Washington
Post and Boston Globe respectively Even
Red Bull the King of Content the Emperor of
Digital Marketing the Grand Poobah ofConsumer Experiences runs a global monthly
magazine called The Red Bulletin
Did they all rise to success by betting on
things that are dead
20
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2231
Some of our favorite predictions for 2014 (with a few of our own mixed in)
21
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2331
Michael Stelzner
CEO amp Founder
Social Media Examiner
Podcasting Will
Continue to Grow
Substantially
BTweet This
22
Why we like it In a world where consumer
attention is increasingly fragmented and
precious to come by where consumers have
ALL the power to choose how and where
they spend their time podcasts represent a
longstanding but underutilized marketing
tool
People struggle to do it right template-izing
everything (the typical format intro music
intro words interview outro music)
Throughout 2014 we think podcasts will be
powerful because (a) listeners average 20minutes per episode (thatrsquos an insanely high
attention span for online content) and (b) itrsquoll be
easy for smart creative marketers to
di erentiate themselves by not producing run-
of-the-mill shows
Want inspiration Look to those who do
podcasting well (like your ESPNs and NPRs ofthe world) instead of looking to those who do
marketing or podcasts-as-marketing well (that
leads to more ldquome-toordquo shows and will
saturate the medium like so many marketing
channels and tactics before)
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2431
Joe Chernov
VP of Content
HubSpot
Marketing Departments
Will Become More Like
Engineering Departments
BTweet This
23
I predict the maxim Marketing departments
will become more like publishing
departments will evolve into the phrase
Marketing departments will become more
like engineering departments
The first wave of this fusion will involveengineers sitting with marketing to help the
company hardwire growth into the product
but in time the ability to code will become as
core to marketers skills as the ability to write
or design
Marketers might not turn into full-on hackers
next year but the movement will begin in2014
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2531
Mark Fidelman
CEO Raynforest
Social Listening
Tools Will Gain
Context Get Smarter
BTweet This
24
Why we like it At HubSpot we love the idea
of tailoring social interactions to the wants
and needs of the individual While most of us
grew up in a one-size-fits-all world the future
is all about personalization According to
Mark Fidelman we can look forward to
personalization and predictive technologiesinfiltrating the social listening space
ldquoIn the near future these [social listening]
systems will predict how to best reach yourcustomer and automatically notify the sales
team or take action on its own to move them
further down the sales funnelrdquo
We canrsquot wait to see social transform into a
real-time tool for moving leads down the
funnel Today marketers often focus on the
extremes The top of the funnel (broadcasting)and the bottom of the funnel (customer
support) In the future context and context-
enabling technologies will put the pieces of
meaningless data points together and make
suggestions in real-time
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2631
Kipp Bodnar
VP of Marketing
HubSpot
2014 Will Be the Year
of Self-Doubt for
Marketers
BTweet This
25
Marketing in 2014 is going to look a lot like
marketing in 2013 While mobile social and
content will remain at the top of the list for
marketers you will see a bigger push across
the industry for better data and analytics
Closed-loop marketing and measuring from
visit to customer in B2B industries will gofrom a rarity to a common practice
It is likely that 2014 will be a year of self-doubt
for marketers They will question their socialand content strategies from 2013 and start
cutting programs that are ine ective
Marketers are over-worked and spread in too
many directions 2014 will be the year that
everything breaks To regain their sanity
marketers will question their past tactics
examine which of them were actually driving
business results then focus their e ortsaccordingly
Integrated inbound marketing will continue to
be the key to success as marketers who
combine content SEO social email and
marketing analytics will be the ones who see
success and are able to iterate and improvequarter over quarter
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2731
Jeremiah Owyang
Chief Catalyst
Crowd Companies
The Economy Will
Become Highly
Collaborative
BTweet This
26
Why we like it Wersquove seen how powerful
two-way conversation and human interaction
can be While audiences were once passive
listeners they are now active participants
who regularly create and share media Next
Jeremiah predicts wersquoll see a rise of
collaborative product creation as well asbuying and selling
Companies that want to embrace this
movement toward a collaborative economywill need to allow the crowd to be part of their
decisions Whatrsquos more companies will need
to interact with people like people hellip human to
human Interactions will need to feel more
natural and less transactional in order for the
collaborative economy to succeed Itrsquos a
di erent philosophy and mentality and goes
well beyond brands simply asking what youhad for dinner or wishing you happy birthday
on Twitter
It is in short the ultimate recognition that the
consumers have all the power -- over their
time their attention their decision-making and
buyer path and increasingly what a companyo ers to sell The best products are informed
by the consumer (data feedback etc) The
logical next (if bold) step is folding consumers
even closer into production of product
o erings
(via Forbes)
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2831
Marketers Will Become
More Holistic Less
Channel-Focused
BTweet This
27
According to Google Trends search trac
for inbound marketing has been growing
enough to surpass previously huge
marketing tactics one by one for the past few
years By the end of 2011 for example
inbound passed ldquodirect mail marketingrdquo in
global search volume By the end of 2012inbound passed ldquodisplay advertisingrdquo and in
2013 inbound marketing closed the gap
with a huge term ldquosearch marketingrdquo So
over the next 12 months we should see
inbound pass even search marketing as a
dominant search term
But thats not my prediction My prediction is
about the meaning behind that trend
marketers will finally realize that its not about
the channel or tactic It never really was but in
2014 companies everywhere will embrace that
a holistic approach to marketing trumps
channel- or tactic-specific approaches every
time Consumers have all the power and they
research and buy across many channels and
screens All your marketing channels need towork together to match that behavior
Tactics like search email blogging social and
so on can and should be connected using
technology and it should be tracked and
measured right down to bottom-line revenue
The inbound methodology focuses on how
humans research and buy and not on specific
marketing channels or technologies and 2014
will be the year this finally clicks across the
board and at every level of the organization
Mike Volope
CMO HubSpot
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 2931
Subscribe to the HubSpot Blog
for the Latest Marketing Insights
Only time will tell which 2014 marketing predictions turn out to be
hits and which turn out to be misses We promise to meet back hereat the beginning of 2015 with our assessment
In the meantime feel free to check out our 2014 marketing goals
template (link below) and definitely stop by the HubSpot blog to keep
up-to-date with the latest marketing tips and trends On the next
page you can find a graphic showing where all of the marketing
predictions from 2013 landed Cheers
28
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3031
20 1
18
4
13
6
10
15
2
173
19
5
Created by
Marketing Prediction
2013
Stop-and-Start Campaigns WillFade and Real-Time Will Be ldquoInrdquo
Inbound Marketing Will Spread
Enterprise-Wide
Email Will Live On
Content and Social Will MatterEven More for SEO
Mobile or Bust
Marketing Becomes Accountablefor Revenue Generation
Big Data Becomes Real forBusinesses
Print Is Deadx
x x
x
x
x
x
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt
7222019 2013 Marketing Prediction Hits amp Misses
httpslidepdfcomreaderfull2013-marketing-prediction-hits-misses 3131
RATE THIS CONTENT amp
HELP HUBSPOT IMPROVE
li i i i
i i i i
i l
$
amp(amp))amp+
Click to Rate
HubSpot believes in creating content for you (not for us) -so what did you think Submit a 1-10 rating in a matter of
seconds Your feedback goes directly to our content team
SUBMIT YOUR RATING HERE HTTPBITLY18SJFDE
$amp ($amp )+amp$- ($ amp- )+amp$- ($
($-01 2 lt=gtlt 6AgtltBClt