Hubspot’s Marketing Predictions for 2013

Hubspot has once again outdone itself and has put together a list of 20 marketing trends and overall predictions for 2013.  I won’t go over all of them but I do urge you to download the white paper.  Here are my 5 favorite predictions and tips:

1. Campaigns Fade Out…: “The notion of campaigns have been around since the golden age of advertising. Campaigns are a defined series of activities, tactics and channels that often revolve around a common theme. And yes, campaigns have been good to us. But here’s the problem; their structure is often times rigid and can’t keep up with changing customer behaviors and rapidly changing technology. Campaigns are generally short-lived and not triggered based upon real-time actions or data, which can put the marketer at a disadvantage.”

2. Marketing Becomes More Accountable for Revenue Generation: “A recent Fournaise Marketing Group study found that 73% of executives don’t believe that marketing drives demand and revenue. Ouch.  In 2013, that will start to change. Marketing will play a more critical role in contributing to revenue generation. Marketing activities will not only be measured on traffic and lead generation, but will further optimize processes that directly impact sales growth. And to do that, key performance indicators (KPIs) under the marketing department will change.”

3. Be Mobile or Fall Behind: “In 2013, marketers will finally list mobile as a major line item on their marketing strategy. Not only will there be continued investment in mobile optimized websites and email, but we’ll see mobile take a more important role when integrating with marketing campaigns. By the end of the year, mobile will become a more strategic and must-have channel for many businesses.”

4. Social and Content Impact SEO Even More: “Over the years, good search engine optimization (SEO) was all about knowing the tricks of the trade. The SEO of  tomorrow will be less about having the right H1 tag or the right keywords on the page and more about creating really good, original content that is socially consumed and shared.”

5. Inbound, Not Automation, Becomes Priority: “Just a few, short years ago, marketing automation was the ‘must-have’ on every marketers wish list. Unfortunately, the ‘set-it and forget-it’ mentality of automation, while nice sounding, resulted in an unhealthy process of churning a database of email through a set “nurturing” process until they were spammed to death. The promise of marketing automation starts to fail because it is not supported by a solid inbound marketing foundation. Essentially, not enough leads enter the funnel to keep the automated machine running…In 2013, CMOs and senior executives will allocate more resources to creating a strong inbound engine – generating interest, traffic, leads, and conversions – to support the demand generation engine.”

BONUS PREDICTIONS: Content Curation & the Importance of Context

“Content is king, whether you like it or not. Creating more and more content will be among the top priorities for marketing teams in 2013. In addition to the increase in allocating budget to content creation, we’ll find increasingly more curation services and “content marketplaces” that will help marketers deliver more in a content-heavy world.”

“To do marketing better in 2013, marketers will need to go beyond simply creating content to creating a personalized experience for their target customer that’s seamless across multiple interactions. These experiences will leverage context to make a company’s marketing jive with the searcher’s proclivities – the things you’ve learned about your leads over months and years of talking with them. The things they do, the things they say, the sites they like, the products they purchase, their happiness level with your company – all to have deeper and more meaningful relationships and better results.”

Thank you Hubspot for driving home the importance of Inbound Marketing!

What did you do today?  Did you read Hubspot’s white paper?

P.S. This post got mentioned in Hubspot’s list of mentions.

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