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Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
Why inbound is the future of marketing
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Why inbound is the future of marketing

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Phil Harrell of HubSpot spoke at the Westchester Digital Summit on the shift towards Inbound Marketing and how it is replacing traditional forms of marketing. In order to be successful in today's …

Phil Harrell of HubSpot spoke at the Westchester Digital Summit on the shift towards Inbound Marketing and how it is replacing traditional forms of marketing. In order to be successful in today's world, a business must utilize the Internet and combine Sales + Marketing to create ads and marketing that people will love.

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  • 1. All-in-One Marketing Software! Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead Management
  • 2. 280,000 Twitter Followers Top10 Blog 8,500 Customers 70K Inbound Leads/Mo @pjharrell VP Enteprise @HubSpot
  • 3. IT’S A GREAT TIME TO BE A MARKETER
  • 4. By 2017, Gartner predicts that CMOs will outspend CIOs on IT.
  • 5. INBOUND MARKETING OVERTAKES OUTBOUND1!
  • 6. 6 86%skip TV ads 200mSay DO NOT CALL 44%of direct mail is never opened
  • 7. The Internet has fundamentally changed the way people find, discover, share, shop, & connect. FACT:
  • 8. CONTROL IS OVER.
  • 9. MAKE MARKETING PEOPLE LOVE.
  • 10. INBOUND MARKETING TENANTS 1 2 3 4 Content Creation Lifecycle Marketing Personalization Multi-channel Analytics5
  • 11. INBOUND MARKETING OUTBOUND MARKETINGVS. + +
  • 12. Inbound marketing costs 61% LESS per lead than traditional, outbound marketing. INBOUND: AVG COST/LEAD: $135 OUTBOUND: AVG COST/LEAD: $346
  • 13. Inbound converts leads into customers SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 14. KEY TAKEAWAY Start adopting Inbound marketing principles
  • 15. 2! MARKETING ACCOUNTABLE FOR REVENUE GENERATION
  • 16. 73%of executives don’t believe that marketing drives demand or revenue. Source: Fournaise Marketing Group study
  • 17. 87%of the terms sales & marketing use to describe each other are negative. Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
  • 18. SALES MARKETING Source: Corporate Executive Board http://bit.ly/wQCz4b “simple-minded” “cowboys” “incompetent” “paper pushers” “academics” “irrelevant” #SMARKETING
  • 19. Marketing Sales PROBLEMS •  Duplicate leads •  Limited lead info •  No feedback from sales •  No ROI Measurement TRADITIONAL MARKETING
  • 20. Sales + Marketing = SMARKETING
  • 21. 1 2 3 Set up closed-loop reporting Agree on terminology Implement an SLA BEFORE YOU BEGIN SMARKETING
  • 22. SET UP CLOSED-LOOP MARKETING Marketing Sales • de-duplicate leads • import to CRM • lead intelligence • contact info & status updates • closed loop data to analyze
  • 23. SET UP CLOSED-LOOP CRM INTEGRATION
  • 24. AGREE ON TERMINOLOGY •  Visitors •  Leads / Inquiries •  Marketing Qualified Leads •  Sales Qualified Leads •  Opportunities •  Customers
  • 25. SLAs GO BOTH WAYS Marketing to Sales •  Number and quality of leads required to hit company revenue goals Sales to Marketing •  Speed and depth of lead follow-up that makes economic sense
  • 26. COMPUTING THE MARKETING SLA MQL Type Average Revenue / Customer MQL to Customer Close % Value per MQL Whitepaper $160,000 1.0% $1,600 Webinar $100,000 1.5% $3,000 Online Demo $150,000 2.0% $3,000 Tradeshow $125,000 1.0% $1,250 Contact Sales $110,000 10.0% $11,000 X =
  • 27. COMPUTING THE MARKETING SLA
  • 28. KEY TAKEAWAY Agree on one metric & two way SLA with sales
  • 29. PERSONALIZE EVERY INTERACTION3!
  • 30. Hi, I’m J. Buy my product?
  • 31. Hi, J. This is how you made me feel.
  • 32. WHAT DO THESE COMPANIES HAVE IN COMMON?
  • 33. LinkedIn Follow Webinar ME Purchase Hx $ Web Mobile Email Tools & Apps Social INBOUND MARKETING EXPERIENCE CUSTOMIZED FOR ME in!
  • 34. Understand Your Audience: Personalize your marketing through a deep understanding of their interests to pull leads through your funnel faster. Get Found Online: Create valuable website pages, blog articles and social media messages optimized to drive qualified visitors to your site.
  • 35. VISITOR % NO YOUR NAME YOUR COMPANY YOUR WEBSITE Join our Community!
  • 36. YOUR NAME YOUR COMPANY YOUR WEBSITE LEAD Activity from Your Network: •  Item A •  Item B •  Item C Webinars You Missed: •  Webinar 1 •  Webinar 2 •  Webinar 3 Welcome back, Phil! % YES
  • 37. YOUR NAME YOUR COMPANY YOUR WEBSITE CUSTOMER You’ll love these blog articles: Elite Activity from Your Network: •  Item A •  Item B •  Item C Webinars You Missed: •  Webinar 1 •  Webinar 2 •  Webinar 3 Welcome back, Phil! % PERSONALIZED
  • 38. KEY TAKEAWAY Start personalizing customer interactions
  • 39. SEO & SOCIAL CONVERGE4!
  • 40. Google is the new Yellow Pages. FACT:
  • 41. 75% of users never scroll past the first page of search results. SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
  • 42. FACT The more keyword-rich content you generate, the more search engines will find (and love) you.
  • 43. Social media use in the U.S. has increased by 356% since 2006. SOURCE: NETPOP RESEARCH, APRIL 2012 2006 2012
  • 44. FACT: 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. Source: Nielsen Research
  • 45. SOCIAL MEDIA & BLOGS GENERATE REAL CUSTOMERS 57% 62% 52% 44% 0% 20% 40% 60% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 % OF CHANNEL USERS WHO ACQUIRED A CUSTOMER THROUGH THIS CHANNEL
  • 46. INTEGRATION OF SOCIAL INTO SEARCH
  • 47. KEY TAKEAWAY Start building social following to improve search rankings
  • 48. FULLY MOBILE OPTIMIZED5!
  • 49. SOURCE: 60 SECOND MARKETER, 2011 6 BILLION of the 6.8 BILLION people on the planet, use a mobile phone. 3.5 BILLION of them use a toothbrush.
  • 50. FACT: In 2012, more people bought a smartphone than a PC. Source: IBM
  • 51. SOURCE: 60 SECOND MARKETER, 2011 54% of iOS web traffic is devoted to search VS. the 36% Internet average. 54% 36% iOS Internet average SEARCH THROUGH IOS
  • 52. SOURCE: SEARCH ENGINE LAND, 2011 OVER HALF lead to purchase. 9 out of 10 mobile searches lead to action.
  • 53. 20% 27% 0% 5% 10% 15% 20% 25% 30% Early 2011 Late 2011 27% of emails were opened on a mobile device during the second half of 2011… …up from 20% during the first half of 2011 SOURCE: KNOTICE, APRIL 2012
  • 54. Source: IBM FACT: Only 1 in 5 companies run mobile marketing tactics as part of integrated campaigns.
  • 55. www.vegasclick.com
  • 56. www.inbound.com
  • 57. KEY TAKEAWAY Optimize your website & email for mobile
  • 58. DIGITAL MARKETING SKILLS Digital Citizens Analytical Chops Web Reach Editorial Staff
  • 59. Build a content factory
  • 60. Less of this. I HATE marketers!
  • 61. More of this. 62 More of this.
  • 62. Phil Harrell VP Enterprise, HubSpot @pjharrell THANK YOU.

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