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MARKETING HAS A lovability PROBLEM.
Stockbrokers Lawyers Car Salesman Lobbyists Marketers
Less Lovable More Lovable
PEOPLE USED TO LOVE ME… Q: right?
HUMANS HAVE CHANGED. A:
People Have Changed
The Way We Live Has Changed
1990 2000 2010
Hours Worked 9-5 8-6+ Whenever
Office 4 Walls Open Cubicles iPhone
Internet None Email & Web Research Everything
in the Cloud
Learn About Products
Tradeshows, Ads, Print Publications,
Sales Reps
Tradeshows & Google
Social Media, Google, Freemium
Buying Process Sales Rep in
Office & Golf Course Sales Rep on Phone / Web
No Sales Rep
We used to use all this stuff.
Now all we use is this.
Mobile Ubiquity
vs vs
THEN. NOW.
Social & Collaborative
vs vs
THEN. NOW.
Cloud & SaaS
vs vs
THEN. NOW.
Consumerization of B2B
vs vs
THEN. NOW.
Changes in Consumer Attention
vs
THEN. NOW.
What does this all mean?
The customer is in control.
NO ONE WAKES UP AND SAYS:
“I want to see an ad.”
SO WHY DO MARKETERS WAKE UP AND SAY:
“Let’s make an ad”?
Marketers have been bad.
The old marketing
86% skip TV ads
91% unsubscribe from email
200M on the
Do Not Call list
44% of direct mail is never opened
BROKEN. playbook is
Marketing needs to change, too.
The world has changed…
How do we create
marketing that people will
love?
Marketing people
Inbound love.
You don’t find customers anymore. They find you.
vs vs
Cold Calling Cold Emails (SPAM)
Interruptive Ads Marketer - Centric
SEO Blogging Attraction Customer - Centric
INBOUND TRADITIONAL
Don’t interrupt what people want to consume.
Be what they want to consume.
Think Like a Media Company “What would Oprah do?”
Inbound
Revenue from Inbound Leads
$65M
So what is Inbound Marketing?
Inbound Marketing = Content + Context
Content
CONTENT + CONTEXT
Build Marketing Assets
Blogs Interactive Tools
Photos & Infographics
Videos & Podcasts
Presentations & eBooks
Build Marketing Assets
Blog Leads are from
Old Articles
Do you own or rent your marketing?
70% of all
IMPACT OF WEBSITE CONTENT ON INBOUND LEADS
Inbound Marketing = Content + Context
Content + Context
Personalize the Content to Match your Customer.
Context is pe!onal, not one size fits all.
Context Leads to Engagement
Matt Plays • Marketer at
HubSpot
• Loves the outdoors
• Coworker
Context Leads to Engagement
Friends PC / iPhone / iPad In Person
Online Quote Request for SUV
Customers Provide Context
Ignore Context at Your Own Peril
3 Days Later: The “marketing automation” system sends me this…
(Not an SUV)
Context is More than Email
5 Days Later: I go back to the website and try to remember where the SUVs are…
(Website isn’t Personalized)
The Typical Unsubscribe Notice
*You have elected to opt out of receiving emails.
Groupon’s Unsubscribe Notice
lovable Context Leads to Marketing
lovable Context Leads to Marketing
INBOUND
Content: • Blog
• Social Media
• SEO
• Offers
Context: • 360 view of contacts
• Segment emails
• Personalize website
Marketing People love
Marketing Can Fix Its lovability Problem
marketers
Less Lovable More Lovable
YOU
You can help.
Help Make Marketing a Noble Profession
Do it for the children.
![HOW TO TELL A BRAND STORY PEOPLE WILL LOVE [INBOUND 2014]](https://img.pdfslide.net/doc/110x75/558cb891d8b42a035d8b4649/how-to-tell-a-brand-story-people-will-love-inbound-2014.jpg)