IT’S TIME TOTRANSF RMYOUR MARKETING.
trans·for·ma·tion     -noun"                                                            "     A change or alteration, "   ...
“    …the Internet has turned what used     to be a controlled, one-way     message into "     a real-time dialogue     wi...
79% "         of adult Americans use the Internet.44           SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
78% "     of Internet users conduct product research online.5                  SOURCE: PEW INTERNET & AMERICAN LIFE PROJEC...
10.3 Billion                 searches are conducted "                                   every month on Google.6           ...
The average US Internet user"          2,750     views"                  web pages per month.7                         SOU...
1/3           of US consumers spend "           three or more hours            online every day.8               SOURCE: TH...
24% "     of adults have posted comments "     or reviews online about the things     they buy.9           SOURCE: ONLINE ...
Your customers are relying more & more onsocial. 9 out of 10      9 out of 10 Internet users visited "      a social netwo...
1 out of every 8 "         minutes online "         is spent on Facebook.11   SOURCE: COMSCORE, FEBRUARY 2011
Twitter’s active                                     user base generates                                   90 Million     ...
More than half "      of all Internet users "      read blogs at least monthly.13                   SOURCE: EMARKETER, AUG...
US Internet users spend "          3x more        minutes on blogs "                         & social networks "          ...
40% "      of Facebook’s "      user base is "      age 35+.15                     SOURCE: ISTRATEGY LABS, JANUARY 2010
64% "      of Facebook "      users have "      become “fans” "      of at least "      one company.16                    ...
Web-based email usage "      is on            the dec                    line.                                            ...
“     Search engines, blogging & other      Internet trends have      fundamentally transformed "      the way people & bu...
7      o        0% "          arch users " t paid.        f the links serganic—no      cl ick on are o19                  ...
78%       of business people "      use their mobile device "      to check email.2020                      SOURCE: AT&T, ...
40%         of US smartphone owners compare prices "         on their mobile device while in-store, "         shopping for...
1 in 5      US adult mobile phone owners "      have used their device      to make a purchase "      in the past month.22...
40%                                                           of US households have a DVR.23   SOURCE: LEICHTMAN RESEARCH ...
200 Million      Americans have registered on the Federal Trade Commission’s "      “Do Not Call” list.24                 ...
46%.      The decline in spending "      on tech trade shows in 2009.25                  SOURCE: TRADESHOW EXHIBITORS ASSO...
91%                            of email users have "                            unsubscribed "                            ...
84%         of 25-34 year-olds have left "         a favorite website because of "         intrusive or irrelevant adverti...
“     Audiences everywhere are tough.      They don’t have time to be bored      or brow beaten by orthodox, "      old-fa...
new      –adjective"                    "      Markedly different from what      was before; changed,      especially for ...
This is your new business card.30
This "                   OUTBOUND      is "      your "      new "      marketing "      mix.                    INBOUND31
Be helpful.       Helpful is the new viral.                       ask yourself how you can be of service to      Helpful  ...
Generous              is the                new           cautious       & controlled.33
Remarkable is the new      ‘business as usual.’34
Link love is the new ad buy.35
Targeted landing pages & clear calls to action "      are the new ‘visit my homepage’.36
Keywords are the new neon signs.37
38
“     If you don’t like change, "      you’re going to like "      irrelevancy even less.”      GENERAL ERIC SHINSEKII, 20...
in·bound mar·ket·ing"      -noun"      Any marketing tactic that relies "      on earning people’s interest "      instead...
Inbound marketing "      in a nutshell.                                      1: GET FOUND ONLINE       3: ANALYZE & IMPROV...
More than 1/3 of US companies "      use blogs for marketing purposes.42                      SOURCE: UM, OCTOBER 2010
Companies that blog get "      55% more      website visitors.43                               SOURCE: HUBSPOT, 2010
Inbound marketing costs                         62% less "      per lead than traditional, outbound marketing.            ...
67% o                 f B2C                   and 4       have    1% o     comp            acqu f B2B c      anies        ...
57%       of businesses have "      acquired a customer "      through their "      company blog.46                     SO...
47   SOURCE: HUBSPOT, 2011
2/3 "      of marketers say      their company blog "      is “critical” or      “important” "      to their business.48  ...
The number "                                   of marketers "                                        who say              ...
51% "      of Facebook fans "      are more likely to buy"      the brands they fan.50         SOURCE: CHADWICK MARTIN BAI...
79% "                                                     of Twitter followers"                                           ...
The average budget spent on company blogs "      & social media has nearly doubled in two years.           2009           ...
“     What we really need is "      a mindset shift that will make us      relevant to today’s consumers, "      a mindset...
how·to      –noun"                          "      A set of step-by-step instructions      for accomplishing a certain tas...
1   Make "          stuff "          people "          want.           •  EDUCATIONAL EBOOKS          •  HOW-TO VIDEOS    ...
•  THE MORE YOU                       GIVE, THE MORE "                       YOU GET      2   Be           generous.      ...
3   Rock "       •  HTTP://WWW.HUBSPOT.COM/INTERNET-                       MARKETING-TIPS/DETAILED-KEYWORD-          your ...
4   Give "          great "          directions.                         •  RELEVANT LANDING PAGES                        ...
5   Invest "          wisely.                     “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”59
“     It no longer makes      economic sense to send      an advertising message      to the many, in hopes "      of pers...
Amen.61
MARKETING "      TRANSFORMATION "      WEEK                 April 4-8, 2011                                               ...
IMAGE CREDITS."      HubSpot gratefully acknowledges the following photographers for sharing their original works via flick...
ABOUT HUBSPOT.                             HubSpot is an all-in-one marketing software      platform for small and medium-...
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Transform Your Marketing

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The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.

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Transform Your Marketing

  1. 1. IT’S TIME TOTRANSF RMYOUR MARKETING.
  2. 2. trans·for·ma·tion -noun" " A change or alteration, " especially a radical one."2 SOURCE: WORLD ENGLISH DICTIONARY
  3. 3. “ …the Internet has turned what used to be a controlled, one-way message into " a real-time dialogue with millions. DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY, NOVEMBER 17, 20103
  4. 4. 79% " of adult Americans use the Internet.44 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
  5. 5. 78% " of Internet users conduct product research online.5 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
  6. 6. 10.3 Billion searches are conducted " every month on Google.6 SOURCE: COMSCORE, AUGUST 2010
  7. 7. The average US Internet user" 2,750 views" web pages per month.7 SOURCE: THE NIELSEN COMPANY, JANUARY 2011
  8. 8. 1/3 of US consumers spend " three or more hours online every day.8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
  9. 9. 24% " of adults have posted comments " or reviews online about the things they buy.9 SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
  10. 10. Your customers are relying more & more onsocial. 9 out of 10 9 out of 10 Internet users visited " a social networking site each month in 2010.10 SOURCE: COMSCORE, FEBRUARY 2011
  11. 11. 1 out of every 8 " minutes online " is spent on Facebook.11 SOURCE: COMSCORE, FEBRUARY 2011
  12. 12. Twitter’s active user base generates 90 Million tweets per day.12 SOURCE: RJMETRICS, JANUARY 2010
  13. 13. More than half " of all Internet users " read blogs at least monthly.13 SOURCE: EMARKETER, AUGUST 2010
  14. 14. US Internet users spend " 3x more minutes on blogs " & social networks " than on email. = 1 MINUTE SOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES GAMES14 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
  15. 15. 40% " of Facebook’s " user base is " age 35+.15 SOURCE: ISTRATEGY LABS, JANUARY 2010
  16. 16. 64% " of Facebook " users have " become “fans” " of at least " one company.16 SOURCE: EXACTTARGET, 2011
  17. 17. Web-based email usage " is on the dec line. 28% 22% AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 -1% AGE 55-64 AGE 65+ -8% -12% -18% (% CHANGE, DECEMBER 2009 – DECEMBER 2010) -59%17 SOURCE: COMSCORE, DECEMBER 2010
  18. 18. “ Search engines, blogging & other Internet trends have fundamentally transformed " the way people & businesses purchase products, " but most small businesses still use outdated " & inefficient marketing methods—like print advertising, telemarketing & trade shows" —that people increasingly find intrusive " & screen out." BRIAN HALLIGAN CO-FOUNDER & CEO HUBSPOT18
  19. 19. 7 o 0% " arch users " t paid. f the links serganic—no cl ick on are o19 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
  20. 20. 78% of business people " use their mobile device " to check email.2020 SOURCE: AT&T, MARCH 2011
  21. 21. 40% of US smartphone owners compare prices " on their mobile device while in-store, " shopping for an item.21 SOURCE: COMSCORE, JANUARY 2011
  22. 22. 1 in 5 US adult mobile phone owners " have used their device to make a purchase " in the past month.22 SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
  23. 23. 40% of US households have a DVR.23 SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
  24. 24. 200 Million Americans have registered on the Federal Trade Commission’s " “Do Not Call” list.24 SOURCE: FTC, JULY 2010
  25. 25. 46%. The decline in spending " on tech trade shows in 2009.25 SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
  26. 26. 91% of email users have " unsubscribed " from a company email " they previously opted-in to.26 SOURCE: EXACTTARGET, , 2011
  27. 27. 84% of 25-34 year-olds have left " a favorite website because of " intrusive or irrelevant advertising.27 SOURCE: HOWTO.TV, APRIL 2008
  28. 28. “ 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 &" be what people " are interested in.” CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)28
  29. 29. new –adjective" " Markedly different from what was before; changed, especially for the better."29 SOURCE: WORLD ENGLISH DICTIONARY
  30. 30. This is your new business card.30
  31. 31. This " OUTBOUND is " your " new " marketing " mix. INBOUND31
  32. 32. Be helpful. Helpful is the new viral. ask yourself how you can be of service to Helpful your current and potential customers. What problems can you solve? What questions Relevant can you answer? What knowledge can you share? Remarkable Read more: http://blog.hubspot.com/blog/ Frequent tabid/6307/bid/10291/Helpful-is-the-New- Viral.aspx#ixzz1GsSghdGN32
  33. 33. Generous is the new cautious & controlled.33
  34. 34. Remarkable is the new ‘business as usual.’34
  35. 35. Link love is the new ad buy.35
  36. 36. Targeted landing pages & clear calls to action " are the new ‘visit my homepage’.36
  37. 37. Keywords are the new neon signs.37
  38. 38. 38
  39. 39. “ If you don’t like change, " you’re going to like " irrelevancy even less.” GENERAL ERIC SHINSEKII, 200339
  40. 40. in·bound mar·ket·ing" -noun" Any marketing tactic that relies " on earning people’s interest " instead of buying it; " a.k.a. the key to marketing " transformation."40 SOURCE: WIKIPEDIA
  41. 41. Inbound marketing " in a nutshell. 1: GET FOUND ONLINE 3: ANALYZE & IMPROVE 2: CONVERT VISITORS & LEADS41
  42. 42. More than 1/3 of US companies " use blogs for marketing purposes.42 SOURCE: UM, OCTOBER 2010
  43. 43. Companies that blog get " 55% more website visitors.43 SOURCE: HUBSPOT, 2010
  44. 44. Inbound marketing costs 62% less " per lead than traditional, outbound marketing. AVG COST/LEAD: $373 AVG COST/LEAD: $143 OUTBOUND INBOUND 44 SOURCE: HUBSPOT, 2011
  45. 45. 67% o f B2C and 4 have 1% o comp acqu f B2B c anies ired ompa " throu a custo nies gh Fa mer cebo " ok.45 SOURCE: HUBSPOT, 2011
  46. 46. 57% of businesses have " acquired a customer " through their " company blog.46 SOURCE: HUBSPOT, 2011
  47. 47. 47 SOURCE: HUBSPOT, 2011
  48. 48. 2/3 " of marketers say their company blog " is “critical” or “important” " to their business.48 SOURCE: HUBSPOT, 2011
  49. 49. The number " of marketers " who say Facebook " is “critical” " or “important”" to their business " has increased 83% in just two years.49 SOURCE: HUBSPOT, 2011
  50. 50. 51% " of Facebook fans " are more likely to buy" the brands they fan.50 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
  51. 51. 79% " of Twitter followers" are more likely " to recommend " the brands they follow.51 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
  52. 52. The average budget spent on company blogs " & social media has nearly doubled in two years. 2009 $ $$$$$$ $ $ 2011 $ $$$$$$ $$$$$$$ $ $ $ $= 1% OF ANNUAL MARKETING BUDGET52 SOURCE: HUBSPOT, 2011
  53. 53. “ What we really need is " a mindset shift that will make us relevant to today’s consumers, " a mindset shift from " ‘telling & selling’ " to building relationships.” JIM STENGEL FORMER GLOBAL MARKETING OFFICER " FOR PROCTER & GAMBLE53
  54. 54. how·to –noun" " A set of step-by-step instructions for accomplishing a certain task or reaching a certain objective."54 SOURCE: RANDOM HOUSE DICTIONARY
  55. 55. 1 Make " stuff " people " want. •  EDUCATIONAL EBOOKS •  HOW-TO VIDEOS •  ONLINE CALCULATORS •  PLANNING TOOLS •  ANSWERS TO COMMON QUESTIONS55
  56. 56. •  THE MORE YOU GIVE, THE MORE " YOU GET 2 Be generous. •  BUILD TRUST, CREDIBILITY, " & GOOD WILL •  INCREASE # " OF PAGES" & INBOUND LINKS56
  57. 57. 3 Rock " •  HTTP://WWW.HUBSPOT.COM/INTERNET- MARKETING-TIPS/DETAILED-KEYWORD- your " TIPS/ keywords. •  HTTP://WEBSITEGRADER.COM/57
  58. 58. 4 Give " great " directions. •  RELEVANT LANDING PAGES •  CLEAR CALLS TO ACTION •  COMPELLING OFFERS58
  59. 59. 5 Invest " wisely. “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”59
  60. 60. “ It no longer makes economic sense to send an advertising message to the many, in hopes " of persuading the few. M. LAWRENCE LIGHT" FORMER CHIEF MARKETING OFFICER MCDONALDS60
  61. 61. Amen.61
  62. 62. MARKETING " TRANSFORMATION " WEEK April 4-8, 2011 5 days. 50 prizes. 500 tips." Learn, win, transform! http://HubSpot.com/MTW62
  63. 63. IMAGE CREDITS." HubSpot gratefully acknowledges the following photographers for sharing their original works via flickr & the Creative Commons license. SLIDE FLICKR USERNAME SLIDE FLICKR USERNAME 4 PIMBOULA 32-34 SHEREEN M 5 MEZ LOVE 35 MAIT JÜRIADO 6, 58 STÉFAN 36 AJITH & 59 7 DARRREN HESTER 37 TELSTAR LOGISTICS 8 NICHOLASJON 38 DR CRAIG 9 GUSTAVO PIMENTA 41 EKURVINE 12 ETGEEK (ERIC) 42 AGAHRAN 13 & DELPHWYND 43 B.ROMAIN 15 16 IAN RANSLEY DESIGN + ILLUSTRATION 46 JULIANA COUTINHO 22 MASOCHISMTANGO 47 RJMETRICS 23 ABBYLADYBUG 48 EFLON 24 TYLERDURDEN1 49 ESCAPEDTOWISCONSIN 25 CELINE NADEAU 50 XURDE 26 INKMAN_ 55 JOSH LIBA 27 ASHLEY ROSE 56 BRANDON CHRISTOPHER WARREN 32-34 SHEREEN M 57 FEITICEIRA_ORG63 *ALL IMAGES WERE PURCHASED ON ISTOCKPHOTO.COM UNLESS NOTED ABOVE.
  64. 64. ABOUT HUBSPOT. HubSpot is an all-in-one marketing software platform for small and medium-sized businesses. 4,000+ companies use HubSpot to generate " over 500,000 leads per month. LET’S BE FRIENDS ONLINE! http://blog.hubspot.com/ Twitter.com/hubspot Facebook.com/hubspot Linkedin/com/hubspot Youtube.com/hubspot flickr.com/photos/hubspot64 NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.
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