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Inbound Marketing, a Love story

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We weten allemaal dat de echte macht verschoven is naar de koper. Die heeft tegenwoordig alle touwtjes in handen. Maar wat betekent dit nu voor de marketing? Hoe verkoop je iets aan de koper van nu? …

We weten allemaal dat de echte macht verschoven is naar de koper. Die heeft tegenwoordig alle touwtjes in handen. Maar wat betekent dit nu voor de marketing? Hoe verkoop je iets aan de koper van nu? En wat heeft liefde daarmee te maken? Deze presentatie zal proberen jouw kijk en gedachtegang op de marketing en de generatie van meer omzet, te veranderen.

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  • http://www.gallup.com/poll/151460/record-rate-honesty-ethics-members-congress-low.aspx
  • http://www.youtube.com/watch?v=dDS2Xpglk1Q
  • http://twitter.com/meaghano/status/1767991757
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://www.youtube.com/watch?v=R_CHl1FODZchttp://blog.hubspot.com/blog/tabid/6307/bid/34132/How-to-Improve-Email-Clickthrough-Rate-by-583.aspx
  • http://www.gallup.com/poll/151460/record-rate-honesty-ethics-members-congress-low.aspx
  • Source: http://www.emarketer.com/Articles/Print.aspx?1008139
  • http://twitter.com/meaghano/status/1767991757
  • https://app.hubspot.com/content/53/unsubscribe-all-test
  • Transcript

    • 1. Inbound Marketing: A Love Story Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com
    • 2. INBOUNDMARKETING:A LOVE STORY.Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com
    • 3. MARKETING HAS A LOVABILITYPROBLEM. stockbrokers lawyers car salespeople lobbyists marketersLess Lovable More Lovable
    • 4. PEOPLE USED TOLOVE ME. (right?)WHATHAPPENED?
    • 5. HUMANS HAVE CHANGED.
    • 6. HUMANS HAVE CHANGED. 1990 2000 2010Hours Worked 9-5 8-6+ WheneverOffice 4 walls Open Cubicles iPhone EverythingInternet None Email & Web Research in the Cloud Tradeshows, Ads,Learn about Tradeshows & Social Media, Google, Print Publications,products Google Freemium Sales Reps Sales Rep in Sales Rep onBuying process No Sales Rep Office & Golf Course Phone / Web
    • 7. MOBILE UBIQUITY. VS.
    • 8. SOCIAL & COLLABORATIVE. VS.
    • 9. CLOUD & SAAS. VS.
    • 10. CONSUMERIZATION OF B2B. VS.
    • 11. CHANGES IN CONSUMER ATTENTION. 86% 91% skip TV ads unsubscribe 44% of direct mail is 200m Say DO NOT never opened CALL
    • 12. HUMANS HAVE CHANGED. Social / Collaboration + Mobile Ubiquity + Cloud / SaaS + Consumerization of B2B + Changes in Attention Customer is in Control
    • 13. HOW CAN YOUDO MARKETINGTHAT TODAY’SHUMANS WILLLOVE?
    • 14. MARKETERSHAVE BEENBAD.
    • 15. HOW NOT TO GET SOMEONE TO LOVEYOU. Love me!!!
    • 16. 1% OF COLD CALLSWORK.THE OTHER 99%HATE YOUR GUTS.#INBOUND-- @MVOLPE
    • 17. THE MARKETING PLAYBOOKIS BROKEN. 86% 91% 44% 200M skip TV ads unsubscribe of direct mail is on the from email never opened Do Not Call list
    • 18. TRADITIONAL INBOUND VS. Cold Calling SEOCold Emails (SPAM) Blogging Interruptive Ads Attraction Marketer - Centric Customer - Centric
    • 19. NO ONE WAKES UPAND SAYS “I WANT TOSEE AN AD.”WHY DO MARKETERSWAKE UP AND SAY“LET’S MAKE AN AD”?#INBOUND-- @MVOLPE
    • 20. CREATEMARKETING PEOPLELOVE.
    • 21. INBOUND   $.*$65 million in revenue from inbound leads (blog, social, SEO)
    • 22. INBOUND MARKETING= CONTENT +CONTEXT.
    • 23. ContentINBOUND MARKETING= CONTENT +CONTEXT.
    • 24. YOU DON’T FIND CUSTOMERS ANYMORE. THEY FIND YOU.http://twitter.com/meaghano/status/1767991757
    • 25. “WHAT WOULD OPRAH DO?”THINK LIKE A MEDIA COMPANY.
    • 26. DON’T INTERRUPTWHAT PEOPLE WANTTO CONSUME,BE WHAT THEY WANTTO CONSUME.#INBOUND-- @MVOLPE
    • 27. BUILD MARKETING ASSETS. Blogs Interactive Photos & Videos & Presentations Tools Infographics Podcasts & eBooks
    • 28. DO YOU OWN OR RENT YOURMARKETING? 70% of our vs blog leads are from OLD articles
    • 29. Title Goes Here
    • 30. INBOUND MARKETING= CONTENT +CONTEXT.
    • 31. INBOUND MARKETING= CONTENT +CONTEXT.
    • 32. KNOW THE CONTEXT.FriendsPC / iPhone / iPadIn PersonOnline quoterequest for SUV
    • 33. IGNORE CONTEXT AT YOUR PERIL. (not an SUV)3 days later the“marketingautomation” systemsends me this…
    • 34. CONTEXT IS MORE THAN EMAIL.5 days later Igo back to thewebsite and tryto rememberwhere theSUVs are…(not personalizedwebsite)
    • 35. CONTEXT ISPERSONAL,NOT ONE SIZE FITS ALL.
    • 36. ENGAGEMENT THROUGH CONTEXT.
    • 37. THE AVERAGE UNSUBSCRIBE SCREEN.
    • 38. GROUPON’S UNSUBSCRIBE HASCONTEXT.
    • 39. HUMANS HAVE CHANGED.
    • 40. MARKETING NEEDS TO FIXITS LOVABILITY PROBLEM. marketers YOULess Lovable More Lovable
    • 41. Help Make Marketing a Noble Profession Inbound Marketing Content: Context: • Blog • 360 view of contacts • Social Media • Segment emails • SEO • Personalize website • Offers
    • 42. DO IT FORTHECHILDREN.
    • 43. FOR THE LOVEOF MARKETING.Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com
    • 44. APPENDIX.
    • 45. THE LARGEST GATHERING OF INBOUND MARKETERS.AUGUST 19-22 2013 SAVE 50% OFFHYNES CONVENTION CTR USE PROMO: HUGTRBOSTON, MA WWW.INBOUND.COM
    • 46. INTERRUPTIVEMARKETING ISN’TJUST A WASTE OFMONEY, IT ALSODAMAGES YOURBRAND.#INBOUND-- @MVOLPE
    • 47. Mom, I just bought10,000 names from a list service& sent them all an email.
    • 48. 86% of C-level execshave a smartphone.The majority say it istheir primarycommunication tool.
    • 49. MOST EMAIL IS NOT MOBILE OPTIMIZED.
    • 50. MOST WEBSITES AREN’T MOBILEOPTIMIZED.
    • 51. ENGAGEMENT THROUGH CONTEXT.http://twitter.com/meaghano/status/1767991757
    • 52. HUBSPOT’S UNSUBSCRIBE SCREEN.

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