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WHAT THE F@*% IS CONTEXT MARKETING?

Kipp Bodnar, Director of Marketing, HubSpot

I am a Trivia Junkie.

@kippbodnar

KIPP BODNAR

#INBOUND13

I TRY TO BE A GOOD FRIEND

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I SEND CARDS I OFFER ADVICE I BUY GIFTS

PERSPECTIVE: Consumer/

Prospect

Every Company Wants To Be Our Friend

PROBLEM: COMPANIES DON’T KNOWS US WELL ENOUGH TO BE OUR FRIENDS

Most Don’t Want To Know Us

You Are Different

You Care…

YOU ARE READY FOR CONTEXT MARKETING.

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“CONTEXT MARKETING RESPECTS THE HABITS, GOALS AND DEVICES OF PEOPLE.”- @KIPPBODNAR

8 Seconds The average attention span of American consumers in 2012. Source: Statistic Brain

Non-Contextual Marketing Is Death By 1,000 Clicks

Context Is Everywhere

WHAT IS A KEYWORD?

DISHWASHER MARKETING

“RIGHT NOW BIG APPLIANCE MAKERS ONLY HAVE CONTACT WITH A BUYER ONCE EVERY TEN YEARS OR SO, BUT WITH CONNECTED DEVICES THEY COULD MAKE THAT THREE TO FOUR TIMES A WEEK.” – Bob Dahlberg, VP Business Development at Arrayent

Context Isn't A Feature It Is A Mindset

PERSPECTIVE: Consumer/

Prospect

Most Marketer’s Today Use A Narrow Context Marketing Strategy

75% of Marketers believe real-time personalization is very important. Source: Direct Marketing Association

97% of Marketers believe personalization of email is important. Source: Direct Marketing Association

The Narrow Context Marketing Strategy

Email Marketing

Relevant List Segment

Dynamic Subject Line

Dynamic CTA

Dynamic Body Copy

PERSPECTIVE: Consumer/

Prospect

A Cross-Channel Strategy Is The Key To Context Marketing Success

29% of Marketers personalize across marketing channels Source: Direct Marketing Association

The Broad Context Marketing Strategy

Dynamic Email Content

Personalized Social Media Engagement

Dynamic Website Images and Copy

Personas

Personalized Landing Pages

Mobile Optimized

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“Content Marketing + Context Marketing = Inbound Marketing” - @KIPPBODNAR

1 Habits

2 Goals

3 Devices

3 Keys To Context Marketing

1 Habits

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“HABITS GUIDE EVERY ACTION A PERSON TAKES.” - @KIPPBODNAR

Lets Deconstruct Habits

Behavior Is The Building Block of Habits

Behavior Is The Building Block of Habits

Collect Demographic Information

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“COLLECT DEMOGRAPHIC INFO VIA PROGRESSIVE PROFILING TO PROVIDE BETTER CONTEXT”- @KIPPBODNAR

Collect Demographic Information

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“WITHOUT INTEGRATED SYSTEMS CREATING CONTEXT IS IMPOSSIBLE.”- @KIPPBODNAR

" Behavior Data – Website Analytics

" Demographic Data – Landing Page Submissions

" Sales Interactions – CRM Software

" Social Media Activity – Social Media Analytics

" Custom Data Sources

Integrated Data Sources Needed For Context

2 Goals

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“CONTEXT MARKETING REQUIRES FOCUS ON PEOPLE NOT TACTICS.”- @KIPPBODNAR

Advance A Customer’s Goal Not Your Agenda

You’ve Got The Content

Context Turbo Charges Content

Context Marketing Matrix* Website Email Blog Landing

Pages Social Media

Awareness General Homepage

Lead Dynamic Email Copy

MQL Progressive Profiling

Opportunity Product Screenshots and Use Cases

Customer Priority Response

*One matrix per buyer persona.

Websites Are Stuck In The 90s

SOME CONTENT IS ONLY EFFECTIVE IN THE RIGHT CONTEXT.

THE AVERAGE UNSUBSCRIBE SCREEN.

GROUPON’S UNSUBSCRIBE SCREEN.

HUBSPOT’S UNSUBSCRIBE SCREEN.

http://twitter.com/meaghano/status/1767991757

ENGAGEMENT THROUGH CONTEXT.

ENGAGEMENT THROUGH CONTEXT.

3 Devices

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“MOBILE DEVICES HAVE BECOME LIFESTYLE EXTENSIONS. MARKETERS MUST RESPECT THEM”- @KIPPBODNAR

2013 The year when mobile-connected devices will exceed the world’s population. Source: Cisco

23% Of Americans now get news on a combination of at least two devices. Source: Pew Research Center

Start with Responsive Design

PERSPECTIVE: Consumer/

Prospect

Context Turbo Charges Content’s Value.

PERSPECTIVE: Consumer/

Prospect

Context Turbo Charges Content’s Value.

http://bit.ly/10VCTsK

Optimize Image Sizes For Mobile Web Connections

Cookies and Multiple Devices

Contact Engagement Key To Cross Device Context

Don’t Have Theme Elements That Waste Space

Context Doesn’t Need To Be Complicated

Focus On A Broad Context Marketing Strategy

Dynamic Email Content

Personalized Social Media Engagement

Dynamic Website Images and Copy

Personas

Personalized Landing Pages

Mobile Optimized

FIND MOMENTS WHEN CONTEXT MATTERS

Be Responsive

#INBOUND13

“TREAT PROSPECTS AND CUSTOMERS LIKE PEOPLE NOT NUMBERS”- @KIPPBODNAR

QUESTIONS?