Inbound marketing the_art_of_not_sucking
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Inbound marketing the_art_of_not_sucking

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  • 1. INBOUNDMARKETING:THE ART OFNOT SUCKING.Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat kflanagan@hubspot.com
  • 2. MARKETERS ARE NOT LOVED. stockbrokers lawyers car salespeople lobbyists marketersLess Lovable More Lovable
  • 3. WE CREATEBADEXPERIENCES
  • 4. don’t believeme, want someexamples?
  • 5. WE FAIL TOPERSONALISESO POTENTIAL CUSTOMERSAREJUST A STAT
  • 6. WE TAKESHORTCUTSBECAUSE REAL MARKETINGIS HARD.
  • 7. WE CONSTANTLYINTERRUPTWHAT PEOPLE ARE DOING
  • 8. WE LOVESHOUTINGABOUT OURSELVES
  • 9. WE USEFUZZYMETRICS SO WE AREN’TMEASURED
  • 10. I AM USING DISPLAY TOCREATE BRAND AWARNESS. IMEASURE CPM.
  • 11. are you Yes.marketin g No.LIKE THIS ?
  • 12. if Yes. you are definitely…
  • 13. CREATEMARKETING PEOPLELOVE.
  • 14. INBOUND   $*.*$65 million in revenue from inbound leads
  • 15. THE MAIN BUILD MARKETING ASSETSTOOLS CREATE VALUEABLE OFFERSOF AN USE CONTEXT TOINBOUND PERSONALISEMARKETER DATA DRIVEN
  • 16. THE MAIN BUILD MARKETING ASSETSTOOLS CREATE VALUEABLE OFFERSOF AN USE CONTEXT TOINBOUND PERSONALISEMARKETER DATA DRIVEN
  • 17. Free Interactive Tool4 million usersGreat PR coverage500,000+ opt-inemails
  • 18. STARTATTRACTINGCONSUMERSTHROUGHRELEVANT,USEFUL,EASY-TO-FINDCONTENTWHEN THEYNEED IT.
  • 19. “WHAT WOUL D OPRAH DO?”BE A PUBLISHING COMPANYFOR YOUR MARKET.
  • 20. THE MAIN BUILD MARKETING ASSETSTOOLS CREATE VALUEABLE OFFERSOF AN USE CONTEXT TOINBOUND PERSONALISEMARKETER DATA DRIVEN
  • 21. CREATE AN OFFER OFVALUE.
  • 22. CREATE AN OFFER OFVALUE. #SOIM 2013 a lot bigger - 3500 participants - US vs INTL data
  • 23. + CREATE A CONVERSION PATH.CALL TO ACTION LANDING PAGE
  • 24. PROMOTE THROUGH YOURCHANNELS.
  • 25. THE MAIN BUILD MARKETING ASSETSTOOLS CREATE VALUEABLE OFFERSOF AN USE CONTEXT TOINBOUND PERSONALISEMARKETER DATA DRIVEN
  • 26. CONTEXT IS PERSONAL.
  • 27. NOT ONE SIZE FITS ALL.
  • 28. CONTEXT ISPERSONAL,NOT ONE SIZE FITS ALL.
  • 29. CONTEXT MARKETING W/HUBSPOT.Complete 360° Segmented & Dynamic PersonalizedView of Contacts Personalized Email Website Calls to Action
  • 30. THE MAIN BUILD MARKETING ASSETSTOOLS CREATE VALUEABLE OFFERSOF AN USE CONTEXT TOINBOUND PERSONALISEMARKETER DATA DRIVEN
  • 31. Visits 25,199 KNOW HOW YOU ARE Prospects 7,458 PERFORMING ACROSS THEOpps Created 1,828 ENTIRE FUNNEL Demos Delivered 681 Customers 248
  • 32. Measuredaily, EvolveFast
  • 33. You should be*OBSESSED* withdata whengeneratingcontent.
  • 34. THIS STUFF REALLYWORKS.
  • 35. TRAFFIC TO HUBSPOT.COM140000001200000010000000 8000000 6000000 4000000 2000000 0 2006 2007 2008 2009 2010 2011 2012
  • 36. 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
  • 37. 38% of those customers doubled their lead flow in just 12 months of customers reported93% an increase in leads
  • 38. Hubspot’s customerbase added46,133,635contacts with inbound marketing
  • 39. INBOUNDMARKETING:THE ART OFNOT SUCKING.Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat kflanagan@hubspot.com