© Amor Group, a Lockheed Martin company 2013

International Inbound
These 5 things worked.
Shaun McDougall
Marketing Director
This presentation was delivered on Monday the 14th of
October as part of Hubspot’s Inbound UK 2013 conference in
London.
T...
#1:
Understand the business value of what
you’re doing.

Without that context it’s wasted effort.
Click to tweet
In 2011 we were so
outbound and our
business strategy
demanded more value
from marketing.
--------------------------------...
#2:
With absolute certainty, there’s no
guaranteed method of success.

Except getting to where your customer is.
Click to ...
That doesn’t have to mean getting on a plane.
#3:
We’re marketing, we don’t pitch.
Wrong. Your assets pitch 24/7 – make sure
they’re doing it right.
Click to tweet
Take control of your best platform
#4:
Lose the heads down, arse up approach.
Prospects want to hear from your experts,
and quickly.
Click to tweet
Our brand isn’t just a logo &
some colour.
It’s people like Kit, Angela &
Alaistair.

Even in B2B, people matter.
#5:
Inbound is not the solution, it’s only part of
it.
Marketing, business development & sales
alignment is critical.
Clic...
Worth it?
• Web traffic up 107%
• Leads up from 60 a year to 100/month

• 125% increase in mobile
• Impact on bottom line ...
@shaunmcdougall

shaun.mcdougall@lmco.com
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Inbound Marketing Lessons - These Five Things Worked

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A case study presented by Amor Lockheed Martin's Marketing Director Shaun McDougall in London for Hubspot's Inbound 2013 Conference on the 14th of October 2014. What lessons were learned by adopting a content led approach to marketing?

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Transcript of "Inbound Marketing Lessons - These Five Things Worked"

  1. 1. © Amor Group, a Lockheed Martin company 2013 International Inbound These 5 things worked.
  2. 2. Shaun McDougall Marketing Director
  3. 3. This presentation was delivered on Monday the 14th of October as part of Hubspot’s Inbound UK 2013 conference in London. The case study highlights the impact of adopting a content led approach on the marketing efforts of Amor Group, a Lockheed Martin Company.
  4. 4. #1: Understand the business value of what you’re doing. Without that context it’s wasted effort. Click to tweet
  5. 5. In 2011 we were so outbound and our business strategy demanded more value from marketing. -----------------------------------Value = impact on the bottom line
  6. 6. #2: With absolute certainty, there’s no guaranteed method of success. Except getting to where your customer is. Click to tweet
  7. 7. That doesn’t have to mean getting on a plane.
  8. 8. #3: We’re marketing, we don’t pitch. Wrong. Your assets pitch 24/7 – make sure they’re doing it right. Click to tweet
  9. 9. Take control of your best platform
  10. 10. #4: Lose the heads down, arse up approach. Prospects want to hear from your experts, and quickly. Click to tweet
  11. 11. Our brand isn’t just a logo & some colour. It’s people like Kit, Angela & Alaistair. Even in B2B, people matter.
  12. 12. #5: Inbound is not the solution, it’s only part of it. Marketing, business development & sales alignment is critical. Click to tweet
  13. 13. Worth it? • Web traffic up 107% • Leads up from 60 a year to 100/month • 125% increase in mobile • Impact on bottom line measured in £m • One of UK’s fastest growing international businesses • Acquired by Lockheed Martin – brand, personality, approach and platforms all praised
  14. 14. @shaunmcdougall shaun.mcdougall@lmco.com
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