Inbound Marketing - How to Make People to Love You While Growing Your Business
SugarCon 2013: Inbound Marketing: A Love Story
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INBOUND MARKETING: A LOVE STORY. SugarCon 2013 Mike Volpe, CMO @ HubSpot @mvolpe | [email protected]
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Mike Volpe, HubSpot We all know the balance of power has shifted and the buyer now holds all the cards. What does this really mean for marketing? How can you sell to today's buyer? What's love got to do with it? This presentation will try to change your view of marketing and your approach to generating more revenue through a lovable approach to engaging your customers.
Transcript of SugarCon 2013: Inbound Marketing: A Love Story
MARKETING HAS A LOVABILITY PROBLEM.
stockbrokers lawyerscar salespeople
lobbyists
marketers
Less Lovable More Lovable
PEOPLE USED TO LOVE ME. (right?)
WHAT HAPPENED? ?
HUMANS HAVE CHANGED.
HUMANS HAVE CHANGED.
1990 2000 2010
Hours Worked 9-5 8-6+ Whenever
Office 4 walls Open Cubicles iPhone
Internet None Email & Web Research
Everythingin the Cloud
Learn about products
Tradeshows, Ads, Print Publications,
Sales Reps
Tradeshows &Google
Social Media, Google, Freemium
Buying processSales Rep inOffice & Golf
Course
Sales Rep onPhone / Web No Sales Rep
MOBILE UBIQUITY.
VS.
SOCIAL & COLLABORATIVE.
VS.
CONSUMERIZATION OF B2B.
VS.
CHANGES IN CONSUMER ATTENTION.
86% skip TV ads
91% unsubscri
be
200m
Say DO NOT CALL
44% of direct mail is never opened
HUMANS HAVE CHANGED.
Social / Collaboration+ Mobile Ubiquity+ Cloud / SaaS+ Consumerization of B2B+ Changes in Attention
Customer is in Control
HOW CAN YOU DO MARKETING THAT TODAY’S HUMANS WILL LOVE?
?
MARKETERS HAVE BEEN BAD.
HOW NOT TO GET SOMEONE TO LOVE YOU.
Love me!!!
1% OF COLD CALLS WORK. THE OTHER 99% HATE YOUR GUTS.#INBOUND
-- @MVOLPE
THE MARKETING PLAYBOOK
IS BROKEN.
86% skip TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
VS.
Cold Calling Cold Emails (SPAM)
Interruptive AdsMarketer - Centric
SEOBloggingAttractionCustomer - Centric
INBOUNDTRADITIONAL
NO ONE WAKES UP AND SAYS “I WANT TO SEE AN AD.” WHY DO MARKETERS WAKE UP AND SAY “LET’S MAKE AN AD”? #INBOUND
-- @MVOLPE
CREATE MARKETING PEOPLE LOVE.
INBOUND $.
*$65 million in revenue from inbound leads (blog, social, SEO)
INBOUND MARKETING = CONTENT + CONTEXT.
INBOUND MARKETING = CONTENT + CONTEXT.
Content
http://twitter.com/meaghano/status/1767991757
YOU DON’T FIND CUSTOMERS ANYMORE.THEY FIND YOU.
THINK LIKE A MEDIA COMPANY.
“WHAT WOULD OPRAH DO?”
DON’T INTERRUPT WHAT PEOPLE WANT TO CONSUME,BE WHAT THEY WANT TO CONSUME.#INBOUND
-- @MVOLPE
BUILD MARKETING ASSETS.
Blogs InteractiveTools
Photos &Infographics
Videos &Podcasts
Presentations& eBooks
70%of our
blog leads arefrom
OLD articles
vs
DO YOU OWN OR RENT YOUR MARKETING?
Title Goes Here
INBOUND MARKETING = CONTENT + CONTEXT.
INBOUND MARKETING = CONTENT + CONTEXT.
KNOW THE CONTEXT.
FriendsPC / iPhone / iPadIn Person
Online quote request for SUV
IGNORE CONTEXT AT YOUR 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…
(not personalized website)
CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
ENGAGEMENT THROUGH CONTEXT.
THE AVERAGE UNSUBSCRIBE SCREEN.
GROUPON’S UNSUBSCRIBE HAS CONTEXT.
HUMANS HAVE CHANGED.
MARKETING NEEDS TO FIX ITS LOVABILITY PROBLEM.
marketers
Less Lovable More Lovable
YOU
Help Make Marketing a Noble Profession
Content:• Blog• Social Media• SEO• Offers
Context:• 360 view of contacts• Segment emails• Personalize website
Inbound Marketing
DO IT FOR THE CHILDREN.
AUGUST 19-22 2013HYNES CONVENTION CTR BOSTON, MA
THE LARGEST GATHERING OF INBOUND MARKETERS.
SAVE 50% OFFUSE PROMO: SUGARCON
WWW.INBOUND.COM
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