Killing It! How to Crush the Competition with Inbound Marketing

CRUSH YOUR COMPETITORS with Inbound MarketingBrian Halligan@bhalligan#KillingIt 1

I’m Brian Halligan.Nice to meet you. #KillingIt @bhalligan CEO @HubSpot

How to CRUSH Your Competitors 1 Go Inbound 2 Become a TOFU Titan 3 Master Your MOFU 4 Build a Killer Inbound Team 5 Crush the Competition!

1 Go Inbound

The Marketing Playbook 5

The Marketing Playbook IS BROKEN. CALLER ID 6

Humans Are Changing 7

SEO Blogging Social Media Viral Videos Freemium Trials VS. EmailTelemarketing Direct Mail Email BlastsPrint/Radio Ads PR Paid Search 8

VS. 10

THE GREATESTDANGER FOR MOSTOF US IS NOT THATOUR AIM IS TOO HIGH& WE MISS IT,BUT THAT IT IS TOOLOW,& WE REACH IT.

Become2 a TOFU Titan

A Create Content • Blog.HubSpot.com • YouTube.com/HubSpot • Slideshare.com/HubSpot • Flickr.com/HubSpot • HubSpot.TV 13

LINKS ARE THECURRENCY OF THEINTERNET 14

B Optimize “100 AWESOME Marketing Stats, Charts & Graphs” vs. “100 Charts” 15

analysis review product answers why advice top questions INSIGHT S.recent best facts soon great tips build Source: Data from the Science of Blogging - http://bit.ly/ezRm8w 16

great retweet please retweet twitter follow please social social media blogpost mediablog post how to 10 top free help new blog post check out Source: Data from the Science of Blogging - http://bit.ly/ezRm8w 17

C Promote 18

AVERAGE CONTENT.CYCLE 0 1 2 12# Infected 1 2 3 13Times Transmitted 2 2 2 2Conversion Rate 0.5 0.5 0.5 0.5Net New Infections 1 1 1 1 19

Average Content Gets Shared14 131210 8 6 4 2 0 1 2 3 4 5 6 7 8 9 10 11 12 13 20

AWESOME CONTENT.CYCLE 0 1 2 12# Infected 1 3 7 8,191Times Transmitted 4 8 16 16,384Conversion Rate 0.5 0.5 0.5 0.5Net New Infections 2 4 8 8,192 21

AWESOME Content Gets Shared MORE90008000 8,1917000600050004000300020001000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 22

9000 13 VS. 8,19180007000600050004000300020001000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 23

EITHER WRITESOMETHING WORTHREADING OR DOSOMETHING WORTHWRITING.—Benjamin Franklin

Master3 Your MOFU

WHAT DOTHESECOMPANIESHAVE INCOMMON? 26

$150B $92B $50B $12B $10B $8B 27

A Usage & Conversion Better More Usage PersonalizationBetter Conversion Better Value 28

B Users & Conversion Better More Users PersonalizationBetter Conversion Better Value 29

USER ACTIVITY f + Facebook Follow Purchase Hx $ Page Visits Webinar Blog Sub PERSONALIZATIO Web Email Mobile 35

Visitor Join our Community! % YOUR NAMEYOUR COMPANY NOYOUR WEBSITE 36

UserWelcome back, Brian!Activity from Your Network: %• Item A• Item B• Item C YESWebinars You Missed:• Webinar 1• Webinar 2• Webinar 3 37

Customer EliteWelcome back, Brian!Activity from Your Network: %• Item A• Item B• Item C You’ll love these blog articles: PERSONALIZWebinars You Missed: ED• Webinar 1 Item A• Webinar 2 Item B• Webinar 3 Item C 38

IF I HAVE SEENA LITTLE FURTHERIT IS BY STANDINGON THE SHOULDERSOF GIANTS.—Isaac Newton

4 Build a Killer Inbound Marketing Team

The Press Release Hire Rent Interrupt Push Outbound 41

DigitalDAnalyticalAReachRContent CreatorC

The New Org Chart @mvolp e TOFU MOFU OTHER 43

Empower EVERYONE. 44

MEASUREOFTEN.EVOLVEFAST. 45

Write like a human, not a marketer.46

TOF U MOF U 47

DON’TDIP YOURTOE IN 48

JUMP INALL THE WAY 49

CRUSH5 the Competition

Sell more like .Market more like . 56

Get a FreeInboundMarketingAssessmentMoscone North1416131305Moscone WestLevel 2, Alcove 2 57

P.S. Free Unicorns! Hubspot.com/freeunicorns

Thank You. Brian Halligan @bhalligan #KillingIt

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Killing It! How to Crush the Competition with Inbound Marketing

by HubSpot All-in-one Marketing Software on Sep 02, 2011

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Killing It! How to Crush the Competition with Inbound Marketing — Presentation Transcript