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The Path To Personalized Marketing Automation

Posted on January 27, 2014 by Glenn Gow

There’s no denying that marketing is increasingly picking up the pace towards a more technological future. Investments in marketing technology and automation will only continue to rise. With this uncharted future on the horizon, how do you determine the best way for you to use and leverage technology in marketing?

On this episode of Moneyball for Marketing, Mike Volpe shares his expert insights on trends in marketing automation, content strategy, and how HubSpot championed inbound marketing: 

  1. Inbound marketing is the technique used to adapt to the modern buyer’s journey. Instead of interrupting your buyer, you attract them by personalizing your interactions and product positioning. 
  2. The future of marketing spend lies in content creation and content strategy. This is no longer an external function of marketing, but a part of the daily, weekly, monthly technology marketing routine. Your content, if done right, is something that appreciates and may give you a return on investment months or years after the initial publication. 
  3. The legacy your marketing efforts leaves behind is key. Instant gratification and short-term wins do not matter in terms of real assets and value to your company. 

How do you foresee technology becoming a key player in your marketing department? Share your thoughts below!

Check out the article –  6 Steps To Driving Inbound Leads with Marketing Technology – inspired by this podcast.


Mike Volpe is  the CMO of HubSpot.  He joined HubSpot seven years ago as the company’s fifth employee. Since then HubSpot has grown to one of the top marketing software companies with over 10,000 customers and 650 employees, including $100 million in venture capital. Mike manages a global marketing team of 60 superstars and heads up all of marketing for HubSpot today. HubSpot’s marketing has been recognized with 20 different awards, and featured in over 25 different marketing or business books, as well as a Harvard Business School case study. Mike has an MBA from MIT, the Sloan School of Management, and received a BA in Economics and Government, summa cum laude from Bowdoin College.

Images: Courtesy of The Rise to the Top

Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.

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