Marketing Is Dead, Long Live marketing - GCMO FORUM 2023

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Marketing is dead! Long live marketing. G-CMO Forum Shachaf Rodberg

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Let’s start with a pop quiz.

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Source: The Generalist

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Felix Baumgartner's supersonic freefall

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I’m not going to talk about AI.

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What Am I going to talk about? Why people don’t care about you Your true competitors Media & Community Case Study: Hubspot

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A little bit about myself I have a cute daughter, Naomi & an amazing significant other, Yael.   I’m an all around curious person with way too many tabs open. BA in Liberal Arts Recovering Product Designer Curator & Co-founder @ Things We Send Newsletterer (TabTabTab & Things I Found On Twitter) Researcher & Analyst @ Wix Marketing

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I really enjoy making presentations

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I really enjoy making presentations I hate presenting them…

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86 slides ~27 buzzwords & only 30 minutes

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People don’t care about you. Or your products. Or your brand.

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Brand Marketing Content Marketing Social Media Marketing Performance Marketing Product Marketing

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PPC · MQL · SEO · UTM · KPI · ROI

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In General… People don’t care about acronyms.

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People care about themselves. And their loved ones.

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So is marketing dead?

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No. It’s just changing.

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Classic marketing funnel AWARENESS INTEREST CONSiDERATiON INTENT E VALUATiON PURCHASE

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Inbound marketing funnel TOP OF THE FUNNEL (AWARENESS & DiSCOVERY) MiDDLE OF THE FUNNEL CONSiDERATiON BOFU CONVERSiON

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Audience building funnel RENTED AUDiENCE (SOCiAL MEDiA, MARKETPLACES, OLD MEDiA ETC) OWNED AUDiENCE FRE e CONTENT (BLOGS, N e WSLETTERS) MONETiZED AUDiENCE 🧑💻🧑💻🧑💻 🧑💻 / 💰💰💰 🧑💻🧑💻 / 💰

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The Body Coach Audience building funnel

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The Body Coach Audience building funnel

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The Body Coach Audience building funnel

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Let’s talk about the biggest arbitrage in marketing.

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Marketing like a media company.

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Content Marketing Media Content Form Driving action / Conversion oriented Telling a story. Subtly advocating about values/norms/issues Closely affiliated with the business Loose affiliation to core business. Soft power.

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VS.

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VS. Educational Content, Ads Original content that celebrates the entrepreneurial spirit.

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Wistia

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LiQUiD D e ATH

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how to work better and live smarter. Stories of modern business. Bold business and tech news Barstool Sports is a sports & pop culture blog covering the latest news and viral highlights with blogs, videos and podcasts. Mailchimp helps small businesses do big things, with the right tools and guidance every step of the way. Omni-channel provider of retail and online gaming, live racing and sports betting entertainment. Inbound Marketing, Sales, and Service Software

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Work Together to Build Profitable Online Businesses Finding the next big thing just got easy Conferences, training, and content for the world’s largest PM community Online payment processing for internet businesses Product Experience and Digital Adoption Solutions Inbound Marketing, Sales, and Service Software

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Build & operate businesses without code Online classes in photography, art, design, craft & DIY, marketing etc. Your Daily Dose of Financial News The easiest way to automate your work Freelance Service. On demand. Commission-free Stock Trading & Investing App

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Case Study: HubSpot

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● 3 main youtube channels ● Podcast network - 35 Podcasts (some of them are top 20 or even top 10 in their category, mainly My First Million & Creative Elements & The Hustle Daily show) ● Expanding their creators program to Youtubers as well Hubspot’s Content Empire Hubspot Creators

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● Between 5-8M annual visitors to their main site ● Over 500k-2M annual visits to Trends (paid site) ● Over 11k members in various niche FB groups ● Over 2M newsletter subscribers ● Popular podcast & Youtube channel (My First Million) with millions of downloads worldwide

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● Flagship podcast on the network with millions of monthly downloads ● They rank in top20/top 50 in US categories like Business & Entrepreneurship ● They insert a few host-read ads throughout the podcast, either promoting Hubspot products ● Or other podcast on the network My First Million Podcast

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● 184K subscribers ● Views range between 10k-80k. Top ones have over 200k views ● Thumbnails are optimized for YT ● Using YT shorts with clips from the show, some of them have +4M views ● No ads or mentions of Hubspot on the videos, only on the actual podcast My First Million Youtube

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They grow the podcast by sharing clips on social accounts (Created by community members)

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They started implementing the same playbook with the The Hustle Channel

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Hubspot Marketing YT 286k Subscribers Hubspot YT 50.6k Subscribers VS

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● 286K subscribers ● Views range between 1k-10k. Top ones have over 500k-1M views ● Thumbnails are optimized for YT ● Using YT shorts with either clips from the longer videos, or original short form ones ● Putting the creators front and center ● Focusing on digital marketing and sales in general, and sometimes mentioning HubSpot products in the video HubSpot Marketing Youtube

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They always promote other Hubspot free content, courses and certifications

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● Hubspot Academy (Lessons, courses & certifications in Marketing, Sales, Design etc ● Free, and online.   Tangible certifications that are sharable and reputable ● Courses and certifications (available in DE, JP, ES, PT, FR) ● Categories include: Marketing, Sales, Service, Web Design, Web Development, Data Privacy ● Gets almost the same traffic as the HP (roughly HP is 45k, and Academy is 35k) Hubspot Academy

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In 2012, HubSpot started their famous annual marketing conference for HubSpot users and partners. They call it "INBOUND". Just seven years later, in 2019, the event set a record of over 26,000 attendees from 110 countries. INBOUND 2022 saw over 70,000 participants, physically and virtually.

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1. Access to a brand trusted by its audience 2. Presence in different Multiple channels and assets 3. Acqui-hiring Editorial teams that know how to produce great content across relevant mediums Benefits of acquisitions

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1. Owning vs Renting (&Paying) for audiences 2. Removing gatekeepers by going direct 3. Establishing authority and controlling the narrative 4. Building a stronger and more meaningful relationship with customer & potential customers 5. … Benefits of having a media arm