INBOUNDMARKETING:THE ART OFNOT SUCKING.Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat kflanagan@hubspot.com
MARKETERS ARE NOT LOVED.                                              stockbrokers     lawyers    car salespeople   lobbyi...
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 TOINBOU...
THE MAIN   BUILD MARKETING           ASSETSTOOLS      CREATE VALUEABLE           OFFERSOF AN           USE CONTEXT TOINBOU...
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 COMPANY...
THE MAIN   BUILD MARKETING           ASSETSTOOLS      CREATE VALUEABLE           OFFERSOF AN           USE CONTEXT TOINBOU...
CREATE AN OFFER OFVALUE.
CREATE AN OFFER OFVALUE.            #SOIM 2013 a lot            bigger            - 3500 participants            - US vs I...
+           CREATE A CONVERSION           PATH.CALL TO ACTION                    LANDING PAGE
PROMOTE THROUGH YOURCHANNELS.
THE MAIN   BUILD MARKETING           ASSETSTOOLS      CREATE VALUEABLE           OFFERSOF AN           USE CONTEXT TOINBOU...
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 Em...
THE MAIN   BUILD MARKETING           ASSETSTOOLS      CREATE VALUEABLE           OFFERSOF AN           USE CONTEXT TOINBOU...
Visits 25,199      KNOW HOW                     YOU ARE Prospects 7,458     PERFORMING                     ACROSS THEOpps ...
Measuredaily, EvolveFast
You should be*OBSESSED* withdata whengeneratingcontent.
THIS STUFF REALLYWORKS.
TRAFFIC TO HUBSPOT.COM140000001200000010000000 8000000 6000000 4000000 2000000       0           2006   2007   2008   2009...
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 1,00...
38% of those customers                         doubled their lead flow in just                                  12 months ...
Hubspot’s customerbase added46,133,635contacts with inbound marketing
INBOUNDMARKETING:THE ART OFNOT SUCKING.Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat kflanagan@hubspot.com
Inbound marketing the_art_of_not_sucking
Inbound marketing the_art_of_not_sucking
Inbound marketing the_art_of_not_sucking
Inbound marketing the_art_of_not_sucking
Inbound marketing the_art_of_not_sucking
Inbound marketing the_art_of_not_sucking
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

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