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Inbound marketing the_art_of_not_sucking
 

Inbound marketing the_art_of_not_sucking

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    Inbound marketing the_art_of_not_sucking Inbound marketing the_art_of_not_sucking Presentation Transcript

    • INBOUNDMARKETING:THE ART OFNOT SUCKING.Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat kflanagan@hubspot.com
    • MARKETERS ARE NOT LOVED. stockbrokers lawyers car salespeople lobbyists marketersLess Lovable More Lovable
    • WE CREATEBADEXPERIENCES
    • don’t believeme, want someexamples?
    • WE FAIL TOPERSONALISESO POTENTIAL CUSTOMERSAREJUST A STAT
    • WE TAKESHORTCUTSBECAUSE REAL MARKETINGIS HARD.
    • WE CONSTANTLYINTERRUPTWHAT PEOPLE ARE DOING
    • WE LOVESHOUTINGABOUT OURSELVES
    • WE USEFUZZYMETRICS SO WE AREN’TMEASURED
    • I AM USING DISPLAY TOCREATE BRAND AWARNESS. IMEASURE CPM.
    • are you Yes.marketin g No.LIKE THIS ?
    • if Yes. you are definitely…
    • CREATEMARKETING PEOPLELOVE.
    • INBOUND   $*.*$65 million in revenue from inbound leads
    • THE MAIN BUILD MARKETING ASSETSTOOLS CREATE VALUEABLE OFFERSOF AN USE CONTEXT TOINBOUND PERSONALISEMARKETER DATA DRIVEN
    • THE MAIN BUILD MARKETING ASSETSTOOLS CREATE VALUEABLE OFFERSOF AN USE CONTEXT TOINBOUND PERSONALISEMARKETER DATA DRIVEN
    • Free Interactive Tool4 million usersGreat PR coverage500,000+ opt-inemails
    • STARTATTRACTINGCONSUMERSTHROUGHRELEVANT,USEFUL,EASY-TO-FINDCONTENTWHEN THEYNEED IT.
    • “WHAT WOUL D OPRAH DO?”BE A PUBLISHING COMPANYFOR YOUR MARKET.
    • THE MAIN BUILD MARKETING ASSETSTOOLS CREATE VALUEABLE OFFERSOF AN USE CONTEXT TOINBOUND PERSONALISEMARKETER DATA DRIVEN
    • CREATE AN OFFER OFVALUE.
    • CREATE AN OFFER OFVALUE. #SOIM 2013 a lot bigger - 3500 participants - US vs INTL data
    • + CREATE A CONVERSION PATH.CALL TO ACTION LANDING PAGE
    • PROMOTE THROUGH YOURCHANNELS.
    • THE MAIN BUILD MARKETING ASSETSTOOLS CREATE VALUEABLE OFFERSOF AN USE CONTEXT TOINBOUND PERSONALISEMARKETER DATA DRIVEN
    • CONTEXT IS PERSONAL.
    • NOT ONE SIZE FITS ALL.
    • CONTEXT ISPERSONAL,NOT ONE SIZE FITS ALL.
    • CONTEXT MARKETING W/HUBSPOT.Complete 360° Segmented & Dynamic PersonalizedView of Contacts Personalized Email Website Calls to Action
    • THE MAIN BUILD MARKETING ASSETSTOOLS CREATE VALUEABLE OFFERSOF AN USE CONTEXT TOINBOUND PERSONALISEMARKETER DATA DRIVEN
    • Visits 25,199 KNOW HOW YOU ARE Prospects 7,458 PERFORMING ACROSS THEOpps Created 1,828 ENTIRE FUNNEL Demos Delivered 681 Customers 248
    • Measuredaily, EvolveFast
    • You should be*OBSESSED* withdata whengeneratingcontent.
    • THIS STUFF REALLYWORKS.
    • TRAFFIC TO HUBSPOT.COM140000001200000010000000 8000000 6000000 4000000 2000000 0 2006 2007 2008 2009 2010 2011 2012
    • TRAFFIC TO BLOG.HUBSPOT.COM10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
    • 38% of those customers doubled their lead flow in just 12 months of customers reported93% an increase in leads
    • Hubspot’s customerbase added46,133,635contacts with inbound marketing
    • INBOUNDMARKETING:THE ART OFNOT SUCKING.Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat kflanagan@hubspot.com