INBOUNDMARKETING:A love STORY.Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com
MARKETING HAS A lovability PROBLEM.                                            Stockbrokers     Lawyers     Car Salesman  ...
Q:   PEOPLE USED TO     LOVE ME… right?	  
A:   HUMANS HAVE     CHANGED.
People Have Changed
The Way We Live Has Changed                        1990                   2000                   2010Hours Worked         ...
We used to use all this stuff.
Now all weuse 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 UPAND SAYS:“I want to see an ad.”
SO WHY DO MARKETERSWAKE UP AND SAY:“Let’s make an ad”?
Marketers have been bad.
The old marketingplaybook is	  BROKEN.	   86%            91%             44%               200Mskip TV ads   unsubscribe  ...
The world has changed…Marketing needs to change, too.
How do we createmarketing that people will       love?
Inbound   Marketing          people love.	  
You don’t find customers anymore.        They find you.
TRADITIONAL                INBOUND                      vs                      vs       Cold Calling        SEOCold Email...
Don’t interruptwhat people want toconsume.
Be what theywant to consume.
Think Like a Media Company    “What would Oprah do?”	  
Revenue from Inbound LeadsInbound           $65M
So what is Inbound Marketing?
Inbound Marketing = Content + Context
ContentCONTENT + CONTEXT
Build Marketing AssetsBlogs   Interactive     Photos &     Videos &   Presentations           Tools      Infographics   Po...
Build Marketing Assets
Do you own or rent your marketing?                     70% of all                      Blog Leads are                     ...
IMPACT OF WEBSITE CONTENTON INBOUND LEADS	  
Inbound Marketing = Content + Context
Personalize the Content to Match        your Customer.      Content + Context
Context is personal,not one size fits all.
Context Leads to Engagement                     Matt Plays                     •  Marketer at                        HubSp...
Context Leads to Engagement
Customers Provide ContextFriendsPC / iPhone / iPadIn PersonOnline QuoteRequest for SUV
Ignore Context at Your Own Peril                             (Not an SUV)3 Days Later:The “marketing automation”system sen...
Context is More than Email5 Days Later:I go back to thewebsite and tryto rememberwhere the SUVsare…(Website isn’tPersonali...
The Typical Unsubscribe Notice      *You have elected to opt out of receiving emails.
Groupon’s Unsubscribe Notice
Context Leads to   lovable Marketing
Context Leads to   lovable Marketing
INBOUND                  Marketing People loveContent:                              Context:•  Blog                       ...
Marketing Can Fix Its lovability Problem               You can help.                  marketers       YOULess Lovable     ...
Help Make Marketing	  a Noble Profession
Do it for the children.
For the loveof marketing.Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com
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Inbound Marketing: A Love Story

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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 mindset of how to approach generating more revenue through inbound marketing. Read it now, for the love of marketing!

Published in: Business

Inbound Marketing: A Love Story

  1. 1. INBOUNDMARKETING:A love STORY.Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com
  2. 2. MARKETING HAS A lovability PROBLEM. Stockbrokers Lawyers Car Salesman Lobbyists MarketersLess Lovable More Lovable
  3. 3. Q: PEOPLE USED TO LOVE ME… right?  
  4. 4. A: HUMANS HAVE CHANGED.
  5. 5. People Have Changed
  6. 6. The Way We Live Has 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. 7. We used to use all this stuff.
  8. 8. Now all weuse is this.
  9. 9. Mobile Ubiquity vs vs THEN. NOW.
  10. 10. Social & Collaborative vs vs THEN. NOW.
  11. 11. Cloud & SaaS vs vs THEN. NOW.
  12. 12. Consumerization of B2B vs vs THEN. NOW.
  13. 13. Changes in Consumer Attention vs THEN. NOW.
  14. 14. What does this all mean?
  15. 15. The customer is in control.
  16. 16. NO ONE WAKES UPAND SAYS:“I want to see an ad.”
  17. 17. SO WHY DO MARKETERSWAKE UP AND SAY:“Let’s make an ad”?
  18. 18. Marketers have been bad.
  19. 19. The old marketingplaybook is  BROKEN.   86% 91% 44% 200Mskip TV ads unsubscribe of direct mail is on the from email never opened Do Not Call list
  20. 20. The world has changed…Marketing needs to change, too.
  21. 21. How do we createmarketing that people will love?
  22. 22. Inbound Marketing people love.  
  23. 23. You don’t find customers anymore. They find you.
  24. 24. TRADITIONAL INBOUND vs vs Cold Calling SEOCold Emails (SPAM) Blogging Interruptive Ads AttractionMarketer - Centric Customer - Centric
  25. 25. Don’t interruptwhat people want toconsume.
  26. 26. Be what theywant to consume.
  27. 27. Think Like a Media Company “What would Oprah do?”  
  28. 28. Revenue from Inbound LeadsInbound $65M
  29. 29. So what is Inbound Marketing?
  30. 30. Inbound Marketing = Content + Context
  31. 31. ContentCONTENT + CONTEXT
  32. 32. Build Marketing AssetsBlogs Interactive Photos & Videos & Presentations Tools Infographics Podcasts & eBooks
  33. 33. Build Marketing Assets
  34. 34. Do you own or rent your marketing? 70% of all Blog Leads are from Old Articles
  35. 35. IMPACT OF WEBSITE CONTENTON INBOUND LEADS  
  36. 36. Inbound Marketing = Content + Context
  37. 37. Personalize the Content to Match your Customer. Content + Context
  38. 38. Context is personal,not one size fits all.
  39. 39. Context Leads to Engagement Matt Plays •  Marketer at HubSpot •  Coworker •  Loves the outdoors
  40. 40. Context Leads to Engagement
  41. 41. Customers Provide ContextFriendsPC / iPhone / iPadIn PersonOnline QuoteRequest for SUV
  42. 42. Ignore Context at Your Own Peril (Not an SUV)3 Days Later:The “marketing automation”system sends me this…
  43. 43. Context is More than Email5 Days Later:I go back to thewebsite and tryto rememberwhere the SUVsare…(Website isn’tPersonalized)
  44. 44. The Typical Unsubscribe Notice *You have elected to opt out of receiving emails.
  45. 45. Groupon’s Unsubscribe Notice
  46. 46. Context Leads to lovable Marketing
  47. 47. Context Leads to lovable Marketing
  48. 48. INBOUND Marketing People loveContent: Context:•  Blog •  360 view of contacts•  Social Media •  Segment emails•  SEO •  Personalize website•  Offers
  49. 49. Marketing Can Fix Its lovability Problem You can help. marketers YOULess Lovable More Lovable
  50. 50. Help Make Marketing  a Noble Profession
  51. 51. Do it for the children.
  52. 52. For the loveof marketing.Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com
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