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#INBOUND13
Simple, Sane & Successful
Inbound Marketing
AARON ROSS
Author “Predictable Revenue”
@motoceo
www.linkedin.com/i...
Slides: PredictableRevenue.com/inbound
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 ...
#1 Bestseller
25 Hour Week
$0 Marketing
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 Hid...
Clear The Clutter
1
Pick Thing
2 Learn With Live Events
1. Clarify your messaging & buyer personas
2. Create reusable content
3. Build your audience
4. Generate leads & revenue
5...
#INBOUND2013
1. PICK A DATE
2. Exhibit PDA
3. Change as needed
4. Don’t chicken out
5. Learning > Results (esp. “Ideal Customers”)
Powe...
Pick A
Date!
3 Focus On Partnering
Hubspot + Predictable Revenue
1. Hard to build an audience from scratch
2. They bring a pre-made audience & brand
3. You help them by helping their audi...
Partners
• Push You
• Give You Courage
• Make It Fun
4 Pick A Niche, Get Rich
Afraid To Focus
On A Niche?
• “Boring”
• “Too small”
• “Not sexy”
• “Limiting”
Feel Like You’re Just
Banging Around?
Who’s been your
ideal customer?
What are you the
BEST in the world
at?
Get SPECIFIC
_______ provides professional consulting services to
develop and support online business solutions. From
startup to Fortun...
5 Messaging
We provide a
leading, next generation
scalable, social platform
for crowdfunded
glazed-eye jargonation
• Create with a passion for customer success
• Need nothing
• Truth is the best form of marketing
• Best “ideas” are indep...
1. “How do you help customers / people?”
2. “So what?”
3. “What’s so great about that?” (WISGAT)
If ideal clients don’t ge...
6 How To Be Different
• Being different =>
Fear of criticism =>
Conformity =>
Average Life & $$$
Who The Heck Are YOU?
Listen To
Your Weird &
Unpopular
“Whispers”
7 Two Favorite Revenue Tips
• Make ONE person responsible for
executing and understanding lead follow
up
1) Don’t Send Leads Straight To Salespeople
• Raise your prices by 10x?!
• Work backwards – what kinds of “Ideal
Customer” would pay that much, and
why?
2) Design A H...
8 Accelerate Inbound w/Outbound
Prospecting exposes you to cold
reality & forces you to focus
Want A Closer Look & Details?
#INBOUND2013
www.PredictableRevenue.c
om
/inbound
QUESTIONS
?
@motoceo
www.LinkedIn.com/in/aaronross
aaron@PredictableRevenue.com
Contact Me
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)
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"Simple, Sane & Successful Inbound Marketing" (Hubspot Inbound Conference)

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

    1. 1. #INBOUND13 Simple, Sane & Successful Inbound Marketing AARON ROSS Author “Predictable Revenue” @motoceo www.linkedin.com/in/aaronross
    2. 2. Slides: PredictableRevenue.com/inbound
    3. 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. 4. #1 Bestseller 25 Hour Week $0 Marketing
    5. 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. 6. Clear The Clutter 1
    7. 7. Pick Thing
    8. 8. 2 Learn With Live Events
    9. 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. 10. #INBOUND2013
    11. 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. 12. Pick A Date!
    13. 13. 3 Focus On Partnering
    14. 14. Hubspot + Predictable Revenue
    15. 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. 16. Partners • Push You • Give You Courage • Make It Fun
    17. 17. 4 Pick A Niche, Get Rich
    18. 18. Afraid To Focus On A Niche? • “Boring” • “Too small” • “Not sexy” • “Limiting”
    19. 19. Feel Like You’re Just Banging Around?
    20. 20. Who’s been your ideal customer? What are you the BEST in the world at? Get SPECIFIC
    21. 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. 22. 5 Messaging
    23. 23. We provide a leading, next generation scalable, social platform for crowdfunded glazed-eye jargonation
    24. 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. 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. 26. 6 How To Be Different
    27. 27. • Being different => Fear of criticism => Conformity => Average Life & $$$ Who The Heck Are YOU?
    28. 28. Listen To Your Weird & Unpopular “Whispers”
    29. 29. 7 Two Favorite Revenue Tips
    30. 30. • Make ONE person responsible for executing and understanding lead follow up 1) Don’t Send Leads Straight To Salespeople
    31. 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. 32. 8 Accelerate Inbound w/Outbound
    33. 33. Prospecting exposes you to cold reality & forces you to focus
    34. 34. Want A Closer Look & Details?
    35. 35. #INBOUND2013 www.PredictableRevenue.c om /inbound
    36. 36. QUESTIONS ?
    37. 37. @motoceo www.LinkedIn.com/in/aaronross aaron@PredictableRevenue.com Contact Me
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