"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)

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From Aaron Ross Hubspot Inbound Conference 2013

From Aaron Ross Hubspot Inbound Conference 2013

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  • So you don’t have to worry about missing slide text or getting it all down
  • At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
  • But perhaps not the ones you wantMore expensive and time-consuming than you realizeCan take a short time or a long time
  • At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
  • Sad & frustrated
  • Sad & frustrated
  • Under intense scrutiny?
  • (“Public Display of Action”)
  • Wedding picture
  • Wedding picture
  • Throw a rock cheat sheet
  • You help them look goodBring value to their audience – Education, Emotion (entertainment experiences)
  • At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
  • Shopping mall story If you were king
  • Shopping mall story
  • At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
  • Ideas are important & useful to customers independent of your productBenefirstvs features vs ideasAvoid manipulation, desperation
  • Blog article: www.predictablerevenue.com/blog/a-sell-ideas-not-stuff-matrix
  • Under intense scrutiny?
  • At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
  • Listen To The WhispersEmbrace your quirky, artsy, fartsy, lame, stupid & impractical ideasLeads to being different, emotional, uniqueThese are good things in both life and sales!www.uniquegenius.com
  • Under intense scrutiny?
  • At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
  • \
  • Under intense scrutiny?
  • Throw a rock cheat sheetSell Ideas Not Stuff MatrixUnique Genius videosTriple Guide10x

Transcript

  • 1. #INBOUND13 Simple, Sane & Successful Inbound Marketing AARON ROSS Author “Predictable Revenue” @motoceo www.linkedin.com/in/aaronross
  • 2. Slides: PredictableRevenue.com/inbound
  • 3. 1 Clear The Clutter 2 Learn Via Live Events 3 Focus On Partnering 4 Pick A Niche, Get Rich 3 Focus On Partnering 4 Pick A Niche, Get Rich 5 3 Simple Messaging Tricks 6 How To Be Different 7 Two Favorite Revenue Tips 8 Accelerating Inbound With Outbound 8 Ideas You Can Try Right Away
  • 4. #1 Bestseller 25 Hour Week $0 Marketing
  • 5. 1 Build it and they will come (and buy) 2 More is better 3 Inbound leads are “free” 4 It’ll take “a few months” Common Hidden Beliefs of “Inbound”
  • 6. Clear The Clutter 1
  • 7. Pick Thing
  • 8. 2 Learn With Live Events
  • 9. 1. Clarify your messaging & buyer personas 2. Create reusable content 3. Build your audience 4. Generate leads & revenue 5. Connect with real live humans (oh my!) Why Live Events Are Awesome
  • 10. #INBOUND2013
  • 11. 1. PICK A DATE 2. Exhibit PDA 3. Change as needed 4. Don’t chicken out 5. Learning > Results (esp. “Ideal Customers”) Power Tips
  • 12. Pick A Date!
  • 13. 3 Focus On Partnering
  • 14. Hubspot + Predictable Revenue
  • 15. 1. Hard to build an audience from scratch 2. They bring a pre-made audience & brand 3. You help them by helping their audience 4. Start with who you already know or follow Easier & Simpler With Partners
  • 16. Partners • Push You • Give You Courage • Make It Fun
  • 17. 4 Pick A Niche, Get Rich
  • 18. Afraid To Focus On A Niche? • “Boring” • “Too small” • “Not sexy” • “Limiting”
  • 19. Feel Like You’re Just Banging Around?
  • 20. Who’s been your ideal customer? What are you the BEST in the world at? Get SPECIFIC
  • 21. _______ provides professional consulting services to develop and support online business solutions. From startup to Fortune 500 companies, _________ assists clients to maximize their return on investment in the Cloud by providing implementation, development, and value-added software solutions. Speaking to Everyone = No One Listens
  • 22. 5 Messaging
  • 23. We provide a leading, next generation scalable, social platform for crowdfunded glazed-eye jargonation
  • 24. • Create with a passion for customer success • Need nothing • Truth is the best form of marketing • Best “ideas” are independent of your “stuff” Sell Ideas, Not Stuff
  • 25. 1. “How do you help customers / people?” 2. “So what?” 3. “What’s so great about that?” (WISGAT) If ideal clients don’t get it easily…change it Awesomely Simple Messaging Tricks
  • 26. 6 How To Be Different
  • 27. • Being different => Fear of criticism => Conformity => Average Life & $$$ Who The Heck Are YOU?
  • 28. Listen To Your Weird & Unpopular “Whispers”
  • 29. 7 Two Favorite Revenue Tips
  • 30. • Make ONE person responsible for executing and understanding lead follow up 1) Don’t Send Leads Straight To Salespeople
  • 31. • Raise your prices by 10x?! • Work backwards – what kinds of “Ideal Customer” would pay that much, and why? 2) Design A High-Priced Offering
  • 32. 8 Accelerate Inbound w/Outbound
  • 33. Prospecting exposes you to cold reality & forces you to focus
  • 34. Want A Closer Look & Details?
  • 35. #INBOUND2013 www.PredictableRevenue.c om /inbound
  • 36. QUESTIONS ?
  • 37. @motoceo www.LinkedIn.com/in/aaronross aaron@PredictableRevenue.com Contact Me