From Aaron Ross Hubspot Inbound Conference 2013

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

9. Pick Thing

12. 2 Learn With Live Events

13. 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

14. #INBOUND2013

15. 1. PICK A DATE
2. Exhibit PDA
3. Change as needed
4. Don’t chicken out
5. Learning > Results (esp. “Ideal Customers”)
Power Tips

18. Pick A
Date!

19. 3 Focus On Partnering

20. Hubspot + Predictable Revenue

21. 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

22. Partners
• Push You
• Give You Courage
• Make It Fun

23. 4 Pick A Niche, Get Rich

24. Afraid To Focus
On A Niche?
• “Boring”
• “Too small”
• “Not sexy”
• “Limiting”

25. Feel Like You’re Just
Banging Around?

26. Who’s been your
ideal customer?
What are you the
BEST in the world
at?
Get SPECIFIC

27. _______ 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

28. 5 Messaging

29. We provide a
leading, next generation
scalable, social platform
for crowdfunded
glazed-eye jargonation

31. • 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

33. 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

35. 6 How To Be Different

36. • Being different =>
Fear of criticism =>
Conformity =>
Average Life & $$$
Who The Heck Are YOU?

37. Listen To
Your Weird &
Unpopular
“Whispers”

41. 7 Two Favorite Revenue Tips

42. • Make ONE person responsible for
executing and understanding lead follow
up
1) Don’t Send Leads Straight To Salespeople

44. • Raise your prices by 10x?!
• Work backwards – what kinds of “Ideal
Customer” would pay that much, and
why?
2) Design A High-Priced Offering

45. 8 Accelerate Inbound w/Outbound

46. Prospecting exposes you to cold
reality & forces you to focus

47. Want A Closer Look & Details?

48. #INBOUND2013
www.PredictableRevenue.c
om
/inbound

49. QUESTIONS
?

50. @motoceo
www.LinkedIn.com/in/aaronross
aaron@PredictableRevenue.com
Contact Me