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  • 1. How to get started with Marketing: Fit Marketing Sandy UT Feb 27th, 2014
  • 2. Nick Salvatoriello nicksalinbound.com Customer Training Team @HubSpot > academy.hubspot.com
  • 3. @NickSalinbound #IMSLC
  • 4. THE OBJECTIVES 1 Understand what is inbound 2 Understand how it works 3 Get started (FREE STUFF!)
  • 5. 1 WHAT IS INBOUND?
  • 6. MARKETING HAS A lovability PROBLEM. Car Salesman! Less Lovable! Lobbyists! Stockbrokers! Lawyers! Marketers! More Lovable!
  • 7. The way we live has changed.
  • 8. The old marketing playbook is   BROKEN.   86% skip TV ads 91% unsubscribe from email 44% of direct mail is never opened 200M on the Do Not Call list
  • 9. 84% of 25-34 year-olds have left " a favorite website because of " intrusive or irrelevant advertising. 9  
  • 10. The customer is in control.
  • 11. NO ONE WAKES UP AND SAYS: “I want to see an ad.”
  • 12. SO WHY DO MARKETERS WAKE UP AND SAY: “Let’s make an ad”?
  • 13. “Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and instead be what people are interested in.” CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY) 13  
  • 14. In order to attract customers, marketers have to provide them with something they will love.
  • 15. Inbound Marketing people love.
  • 16. TRADITIONAL INBOUND vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric
  • 17. Let’s  Dance   MARKETING PEOPLE LOVE
  • 18. Let’s  Dance  
  • 19. MARKETING PEOPLE LOVE: CUSTOMER = HERO BUSINESS = MENTOR
  • 20. 1.5 “Yeah but…why is NICK here?”
  • 21. Nick Sal @NickSalinbound NickSalInbound.com
  • 22. A brief history on HubSpot $35million in funding 8,440 Named #2 Fastest Growing Software Company Hires Nick Sal 8,800+ Acquires 5,961 $32million in funding 3,855 Number of HubSpot Customers HubSpot founded 1,150 3 48 2006 2007 317 2008 2009 2010 2011 2012 2013
  • 23. Let’s  Dance  
  • 24. Let’s  Dance  
  • 25. Let’s  Dance  
  • 26. 2 HOW DOES IT WORK?
  • 27. Inbound Marketing = Content + Context
  • 28. Transform your marketing into something people LOVE Get  Found  Online:   Create  valuable  website   pages,  blog  ar:cles  and   social  media  messages   op:mized  to  drive   qualified  leads  to     your  site.   Your  
  • 29. Transform your marketing into something people LOVE Get Found Online Understand Your Buyers: Personalize your marketing through a deep understanding of their needs to pull leads through your sales funnel faster.
  • 30. WHAT’S THE GOLDEN RULE?
  • 31. In other words, we need a plan.
  • 32. Building the content + context gameplan:
  • 33. Understand your buyer persona’s JOURNEY
  • 34. THE BUYER’S JOURNEY Prospect is researching their needs Prospect is compiling a list of options Prospect is looking to make a final decision.
  • 35. Buyer’s Journey Examples: Persona Lifecycle Stage Lead Marketing Qualified Lead Sales Qualified Lead Persona Example B2B “How to hit more project deadlines?” “I need Project management software, which ones are best fit?” “Try Basecamp” “Try Trello” Persona Example B2C “I have a sore throat, fever, what’s wrong?” “Aha! I have strep throat, what are my options for a cure?” “Visit Primary Care” “Visit ER” “Contact Clinic”
  • 36. Putting Content in Context w/Buyers Journey: Awareness Stage Analyst reports Research reports eBooks Editorial content Expert content Whitepapers Educational Content Consideration Stage   Comparison Whitepapers Expert guides Live interactions Webcast Podcast Video Decision Stage Vendor comparison Product comparison Case studies Trial download Product Literature Live demo
  • 37. Make your ebooks and webinars the best offers for potential customers in your industry.
  • 38. ALL LEAD DATA GATHERED IN CENTRALIZED CONTACT PROFILE
  • 39. LANDING PAGES + FORM DATA
  • 40. “What’s the next step?”
  • 41. Awareness Stage CTA Consideration Stage CTA Decision Stage CTA
  • 42. Visitor is at Awareness Stage
  • 43. Visitor is at Consideration Stage
  • 44. Visitor is at Decision Stage
  • 45. Dynamic / “Smart” Content example - HubSpot
  • 46. “What if they don’t come back to the site after and forget about their journey with us?” ….L
  • 47. Use timely, personalized email flows Day 5 Day 1 Day 33 Day 15 GOAL Day 60
  • 48. #imuk12  
  • 49.     #imuk12  
  • 50. EMAIL HISTORY
  • 51. Empower Your Sales Team… 360°  View  of  Your  Leads   Who  are  they  on   social  media?   What  emails  have   they  opened?   When  are  they  on     our  site?   What  is  their  lead   score?   What  companies  are   visi:ng  our  site?   What  pages  have  they   viewed?   What  have  they   converted  on?   How  engaged  are   they?  
  • 52. To treat your precious contacts as humans. To help mentor your future stars….
  • 53. FINAL THOUGHT
  • 54. Do you guarantee it will work for US?
  • 55. “What’s the next step?” 4 …FREE STUFF!
  • 56. FREE RESOURCES 1  Complete Copy of Today’s Presentation 2  Buyer’s Journey Matrix 3  Free Inbound Marketing Training + Certification 4  Free HubSpot COS Designer Training + Certification 5  Free Beer With ME @ HubSpot!
  • 57. Where do I download? Visit this link: Nicksalinbound.com/ InboundSLC
  • 58. THANK YOU.
  • 59. QUESTIONS?
  • 60. Nick Salvatoriello @nicksalinbound Customer Training Team @HubSpot > nicksalinbound.com > academy.hubspot.com