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 world, a business must utilize the Internet and combine Sales + Marketing to create ads and marketing that people will love.

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Why inbound is the future of marketing

  1. 1. All-in-One Marketing Software! Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead Management
  2. 2. 280,000 Twitter Followers Top10 Blog 8,500 Customers 70K Inbound Leads/Mo @pjharrell VP Enteprise @HubSpot
  3. 3. IT’S A GREAT TIME TO BE A MARKETER
  4. 4. By 2017, Gartner predicts that CMOs will outspend CIOs on IT.
  5. 5. INBOUND MARKETING OVERTAKES OUTBOUND1!
  6. 6. 6 86%skip TV ads 200mSay DO NOT CALL 44%of direct mail is never opened
  7. 7. The Internet has fundamentally changed the way people find, discover, share, shop, & connect. FACT:
  8. 8. CONTROL IS OVER.
  9. 9. MAKE MARKETING PEOPLE LOVE.
  10. 10. INBOUND MARKETING TENANTS 1 2 3 4 Content Creation Lifecycle Marketing Personalization Multi-channel Analytics5
  11. 11. INBOUND MARKETING OUTBOUND MARKETINGVS. + +
  12. 12. Inbound marketing costs 61% LESS per lead than traditional, outbound marketing. INBOUND: AVG COST/LEAD: $135 OUTBOUND: AVG COST/LEAD: $346
  13. 13. Inbound converts leads into customers SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  14. 14. KEY TAKEAWAY Start adopting Inbound marketing principles
  15. 15. 2! MARKETING ACCOUNTABLE FOR REVENUE GENERATION
  16. 16. 73%of executives don’t believe that marketing drives demand or revenue. Source: Fournaise Marketing Group study
  17. 17. 87%of the terms sales & marketing use to describe each other are negative. Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
  18. 18. SALES MARKETING Source: Corporate Executive Board http://bit.ly/wQCz4b “simple-minded” “cowboys” “incompetent” “paper pushers” “academics” “irrelevant” #SMARKETING
  19. 19. Marketing Sales PROBLEMS •  Duplicate leads •  Limited lead info •  No feedback from sales •  No ROI Measurement TRADITIONAL MARKETING
  20. 20. Sales + Marketing = SMARKETING
  21. 21. 1 2 3 Set up closed-loop reporting Agree on terminology Implement an SLA BEFORE YOU BEGIN SMARKETING
  22. 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. 23. SET UP CLOSED-LOOP CRM INTEGRATION
  24. 24. AGREE ON TERMINOLOGY •  Visitors •  Leads / Inquiries •  Marketing Qualified Leads •  Sales Qualified Leads •  Opportunities •  Customers
  25. 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. 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. 27. COMPUTING THE MARKETING SLA
  28. 28. KEY TAKEAWAY Agree on one metric & two way SLA with sales
  29. 29. PERSONALIZE EVERY INTERACTION3!
  30. 30. Hi, I’m J. Buy my product?
  31. 31. Hi, J. This is how you made me feel.
  32. 32. WHAT DO THESE COMPANIES HAVE IN COMMON?
  33. 33. LinkedIn Follow Webinar ME Purchase Hx $ Web Mobile Email Tools & Apps Social INBOUND MARKETING EXPERIENCE CUSTOMIZED FOR ME in!
  34. 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. 35. VISITOR % NO YOUR NAME YOUR COMPANY YOUR WEBSITE Join our Community!
  36. 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. 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. 38. KEY TAKEAWAY Start personalizing customer interactions
  39. 39. SEO & SOCIAL CONVERGE4!
  40. 40. Google is the new Yellow Pages. FACT:
  41. 41. 75% of users never scroll past the first page of search results. SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
  42. 42. FACT The more keyword-rich content you generate, the more search engines will find (and love) you.
  43. 43. Social media use in the U.S. has increased by 356% since 2006. SOURCE: NETPOP RESEARCH, APRIL 2012 2006 2012
  44. 44. FACT: 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. Source: Nielsen Research
  45. 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. 46. INTEGRATION OF SOCIAL INTO SEARCH
  47. 47. KEY TAKEAWAY Start building social following to improve search rankings
  48. 48. FULLY MOBILE OPTIMIZED5!
  49. 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. 50. FACT: In 2012, more people bought a smartphone than a PC. Source: IBM
  51. 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. 52. SOURCE: SEARCH ENGINE LAND, 2011 OVER HALF lead to purchase. 9 out of 10 mobile searches lead to action.
  53. 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. 54. Source: IBM FACT: Only 1 in 5 companies run mobile marketing tactics as part of integrated campaigns.
  55. 55. www.vegasclick.com
  56. 56. www.inbound.com
  57. 57. KEY TAKEAWAY Optimize your website & email for mobile
  58. 58. DIGITAL MARKETING SKILLS Digital Citizens Analytical Chops Web Reach Editorial Staff
  59. 59. Build a content factory
  60. 60. Less of this. I HATE marketers!
  61. 61. More of this. 62 More of this.
  62. 62. Phil Harrell VP Enterprise, HubSpot @pjharrell THANK YOU.

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