CRUSH                 YOUR COMPETITORS                    with Inbound                     MarketingBrian Halligan@bhallig...
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 ...
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    ...
VS.      9
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                   • Slidesha...
LINKS ARE THECURRENCY  OF THEINTERNET   14
B Optimize  “100 AWESOME  Marketing Stats,      Charts &      Graphs”             vs. “100 Charts”                        ...
analysis                    review                  product     answers                                                   ...
great                          retweet                  please retweet       twitter follow please social                 ...
C Promote            18
AVERAGE CONTENT.CYCLE            0     1   2     12# Infected         1   2   3     13Times Transmitted 2    2   2      2C...
Average Content Gets Shared14                                                        131210 8 6 4 2 0     1   2   3   4   ...
AWESOME CONTENT.CYCLE            0     1   2      12# Infected         1   3   7      8,191Times Transmitted 4    8   16  ...
AWESOME Content Gets Shared MORE90008000                                                     8,191700060005000400030002000...
9000               13          VS.         8,19180007000600050004000300020001000  0       1   2   3   4   5   6   7   8   ...
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 Va...
B Users & Conversion                        Better    More Users          PersonalizationBetter Conversion           Bette...
30
31
32
33
34
USER ACTIVITY      f +     Facebook Follow                                Purchase Hx                                     ...
Visitor Join our Community!   %   YOUR NAMEYOUR COMPANY               NOYOUR WEBSITE                                36
UserWelcome back, Brian!Activity from Your Network:   %• Item A• Item B• Item C                                  YESWebina...
Customer                                                  EliteWelcome back, Brian!Activity from Your Network:            ...
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        ...
DigitalDAnalyticalAReachRContent CreatorC
The New Org Chart                       @mvolp                       e  TOFU              MOFU        OTHER               ...
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
51
52
53
54
55
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
Killing It! How to Crush the Competition with Inbound Marketing
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Killing It! How to Crush the Competition with Inbound Marketing

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View the webinar: http://www.hubspot.com/crush-your-competitors-with-inbound-marketing/

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  • Image credit http://www.flickr.com/photos/epzibah/443671606/sizes/l/in/photostream/
  • Marta – Do you like the flame thing here? I used it throughout. If you think it is cool, lets leave it. If you think think you want to change these chapter marker slides to your standard ones that match the colors of the chapters listed on the previous slide, I’m down with that.
  • Marta -- Feel free to make this one look better.
  • M – Not sure this is the right font.
  • Publisher + Marketer….win with content.Compounding interest in 401k accountWikipediaBlog, podcast, videos, webinars, presentations, ebooks, appsRemarkable content.
  • Optimize for GoogleOptimize for social media
  • Once you understand the scope of conversations, build out your personal brand profile on the key social channels on which the community engagesBring prospects to you by providing datasheets, white papers, and other assets they might want directly on your LinkedIn profile and SlideShareIf you like to write, start a blog: develop from being just another sales rep to a trusted advisor within the social marketplace
  • I am fine with this chart, but I want the y axis on the chart to be 9000 and the line to end on 13.
  • I am fine with this chart, but I want the y axis on the chart to be 9000 and the line to end on 13.
  • I am fine with this chart, but I want the y axis on the chart to be 9000 and the line to end on 13.
  • M – Not sure this is the right font.
  • Make ‘circles’
  • Make ‘circles’
  • Your site should have a login.Your site should have x webinars not seen, y articles not read, etc.Leverage – each action by user is valuable….each additional user is valuable to see what works to convert
  • Your site should have a login.Your site should have x webinars not seen, y articles not read, etc.Leverage – each action by user is valuable….each additional user is valuable to see what works to convert
  • Your site should have a login.Your site should have x webinars not seen, y articles not read, etc.Leverage – each action by user is valuable….each additional user is valuable to see what works to convert
  • M – Not sure this is the right font.
  • Coke’s CMO – renter. Press Release hire.
  • Having better information available to your entire team helps them have the right presence when they are having natural conversations online and offline as part of their daily lives.
  • If at all possible, measure you business monthly, not quarterly. If you measure monthly, you can evolve 12 times a year, 3 times faster than if you measure quarterly. Evolving your business faster means you can test more, learn more and improve more. Startups need to test and learn quickly, while the cost to do so is low.
  • Write & act like a human, not a like a marketer…don’t speak in marketer-speak. It is very unique to see someone speaking like themselves.
  • Marta – Can you redo this guy to have it match our colors and feel.
  • Assets – not inventory, machine tools, etc…links, ranks, reach.
  • Assets – not inventory, machine tools, etc…links, ranks, reach.
  • Here is where the iPad mention goes and the “plug” for the booth & RVIP…
  • Here is where the iPad mention goes and the “plug” for the booth & RVIP…
  • Image credit http://www.flickr.com/photos/epzibah/443671606/sizes/l/in/photostream/
  • Killing It! How to Crush the Competition with Inbound Marketing

    1. 1. CRUSH YOUR COMPETITORS with Inbound MarketingBrian Halligan@bhalligan#KillingIt 1
    2. 2. I’m Brian Halligan.Nice to meet you. #KillingIt @bhalligan CEO @HubSpot
    3. 3. 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!
    4. 4. 1 Go Inbound
    5. 5. The Marketing Playbook 5
    6. 6. The Marketing Playbook IS BROKEN. CALLER ID 6
    7. 7. Humans Are Changing 7
    8. 8. SEO Blogging Social Media Viral Videos Freemium Trials VS. EmailTelemarketing Direct Mail Email BlastsPrint/Radio Ads PR Paid Search 8
    9. 9. VS. 9
    10. 10. VS. 10
    11. 11. THE GREATESTDANGER FOR MOSTOF US IS NOT THATOUR AIM IS TOO HIGH& WE MISS IT,BUT THAT IT IS TOOLOW,& WE REACH IT.
    12. 12. Become2 a TOFU Titan
    13. 13. A Create Content • Blog.HubSpot.com • YouTube.com/HubSpot • Slideshare.com/HubSpot • Flickr.com/HubSpot • HubSpot.TV 13
    14. 14. LINKS ARE THECURRENCY OF THEINTERNET 14
    15. 15. B Optimize “100 AWESOME Marketing Stats, Charts & Graphs” vs. “100 Charts” 15
    16. 16. 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
    17. 17. 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
    18. 18. C Promote 18
    19. 19. 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
    20. 20. Average Content Gets Shared14 131210 8 6 4 2 0 1 2 3 4 5 6 7 8 9 10 11 12 13 20
    21. 21. 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
    22. 22. AWESOME Content Gets Shared MORE90008000 8,1917000600050004000300020001000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 22
    23. 23. 9000 13 VS. 8,19180007000600050004000300020001000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 23
    24. 24. EITHER WRITESOMETHING WORTHREADING OR DOSOMETHING WORTHWRITING.—Benjamin Franklin
    25. 25. Master3 Your MOFU
    26. 26. WHAT DOTHESECOMPANIESHAVE INCOMMON? 26
    27. 27. $150B $92B $50B $12B $10B $8B 27
    28. 28. A Usage & Conversion Better More Usage PersonalizationBetter Conversion Better Value 28
    29. 29. B Users & Conversion Better More Users PersonalizationBetter Conversion Better Value 29
    30. 30. 30
    31. 31. 31
    32. 32. 32
    33. 33. 33
    34. 34. 34
    35. 35. USER ACTIVITY f + Facebook Follow Purchase Hx $ Page Visits Webinar Blog Sub PERSONALIZATIO Web Email Mobile 35
    36. 36. Visitor Join our Community! % YOUR NAMEYOUR COMPANY NOYOUR WEBSITE 36
    37. 37. UserWelcome back, Brian!Activity from Your Network: %• Item A• Item B• Item C YESWebinars You Missed:• Webinar 1• Webinar 2• Webinar 3 37
    38. 38. 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
    39. 39. IF I HAVE SEENA LITTLE FURTHERIT IS BY STANDINGON THE SHOULDERSOF GIANTS.—Isaac Newton
    40. 40. 4 Build a Killer Inbound Marketing Team
    41. 41. The Press Release Hire Rent Interrupt Push Outbound 41
    42. 42. DigitalDAnalyticalAReachRContent CreatorC
    43. 43. The New Org Chart @mvolp e TOFU MOFU OTHER 43
    44. 44. Empower EVERYONE. 44
    45. 45. MEASUREOFTEN.EVOLVEFAST. 45
    46. 46. Write like a human, not a marketer.46
    47. 47. TOF U MOF U 47
    48. 48. DON’TDIP YOURTOE IN 48
    49. 49. JUMP INALL THE WAY 49
    50. 50. CRUSH5 the Competition
    51. 51. 51
    52. 52. 52
    53. 53. 53
    54. 54. 54
    55. 55. 55
    56. 56. Sell more like .Market more like . 56
    57. 57. Get a FreeInboundMarketingAssessmentMoscone North1416131305Moscone WestLevel 2, Alcove 2 57
    58. 58. P.S. Free Unicorns! Hubspot.com/freeunicorns
    59. 59. Thank You. Brian Halligan @bhalligan #KillingIt
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