Inbound Marketing: A Love Story

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  • INBOUND MARKETING: A love STORY.

    Mike Volpe, CMO @ HubSpot @mvolpe | mvolpe@hubspot.com

  • 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

    Oce 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

    Oce & Golf Course Sales Rep on Phone / Web

    No Sales Rep

  • We used to use all this stu.

  • 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:

    Lets 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 dont find customers anymore. They find you.

  • vs vs

    Cold Calling Cold Emails (SPAM)

    Interruptive Ads Marketer - Centric

    SEO Blogging Attraction Customer - Centric

    INBOUND TRADITIONAL

  • Dont 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 isnt Personalized)

  • The Typical Unsubscribe Notice

    *You have elected to opt out of receiving emails.

  • Groupons Unsubscribe Notice

  • lovable Context Leads to Marketing

  • lovable Context Leads to Marketing

  • INBOUND

    Content: Blog Social Media SEO Oers

    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.

  • For the love of marketing.

    Mike Volpe, CMO @ HubSpot @mvolpe | mvolpe@hubspot.com