Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing
 

Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing

on

  • 3,858 views

Inbound marketing helps you connect with new prospects by giving them ways to find and learn about you – without the high cost or intrusion of more traditional, outbound marketing techniques. But, ...

Inbound marketing helps you connect with new prospects by giving them ways to find and learn about you – without the high cost or intrusion of more traditional, outbound marketing techniques. But, be warned: inbound marketing alone cannot drive the maximum revenue possible; it must be incorporated into the overall marketing mix if you want to see bottom-line results. Unfortunately, many social media gurus and some inbound marketing solutions don’t educate marketers on how to create this mix. This presentation does.

Statistics

Views

Total Views
3,858
Views on SlideShare
2,448
Embed Views
1,410

Actions

Likes
8
Downloads
157
Comments
0

11 Embeds 1,410

http://www.marketo.com 1260
http://uk.marketo.com 40
http://eu.marketo.com 29
http://au.marketo.com 27
http://asia.marketo.com 20
http://mea.marketo.com 14
https://www.marketo.com 8
http://simple.www.marketo.com 5
http://feeds.feedburner.com 4
http://howtomakemoneywithoutworking.blog.com 2
http://localhost 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing Presentation Transcript

  • Amplify Your Impact: How to Multiply theEffects of Your Inbound MarketingMaria Pergolino, MarketoAlex Pelletier, Acquisio
  • Buyers are ChangingPage 2© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Inbound Marketing The process of helping potential customers find your company – often before they are even looking to make a purchase – and then turning that early awareness into brand preference and, ultimately, into leads and revenue.Page 3© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Benefits of Inbound Marketing • Brains not budget • Increased brand awareness • Increased brand preference • More leads for less budgetPage 4© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Four Tactics for Inbound Marketing Success 1. Search engine optimization 2. Social media marketing 3. Content marketing 4. Conversion optimizationPage 5© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • So is Inbound a Magic Bullet?Page 6© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Your aim is too wide.Page 7© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Some prospects may find you, but many don’t know you exist.Page 8© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Others may know you exist, but don’t understand what you do.Page 9© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • You aren’t reaching the decision makers.Page 10© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • You can’t break through the noise.Page 11© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Sometimes there isn’t any noise.Page 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • And there can by Diminishing Returns.Page 13© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • What Can You Do?Page 14© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Mix inboundmarketing withoutboundmarketing
  • The Ideal Mix Inbound Marketing + 1. A corporate communications strategy 2. An outbound marketing strategy 3. A nurturing or marketing automation strategyPage 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Corporate Marketing • Branding • Analyst relations • Product launches • Programs to upsell to and retain customers • Communications - both internal and externalPage 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Outbound Strategy • Online campaigns • Offline campaigns • Field marketingPage 18© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Facebook  Revenue • Email • Direct Mail • Paid Advertising • Trade Show 12000 10000 8000 6000 4000 2011 Marketo 2000 Facebook 0 Fans GrowthPage 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketing Automation • Raises open and click rates • Enables A/B testing • Improves conversion rates • Shortens sales cycles • Identify when their prospects are engaging online • Automates repetitive tasks • Delivers sophisticated reporting and analytics • Wins more deals + generates higher revenue per dealPage 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Contact Me Maria Pergolino Marketo, Inc. Sr. Director, Marketing 901 Mariners Island Suite 200 maria@marketo.com San Mateo, CA 94404 @inboundmarketer @marketo Direct: +1.650.376-2312 Mob: +1.415.710.2008 blog.marketo.com www.marketo.comPage 21© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • ACQUISIO CASE STUDYINBOUND MARKETING
  • About Acquisio Buy• The leading platform to buy, track, manage, optimize and report on media across all Report Track SEARCH major Search, Social and SOCIAL Display networks. DISPLAY• In numbers Optimize Manage • +300 Clients • +20 Countries • +100 Employees • +4000 Users • +9500 Brands • #46 Deloitte Fast 50
  • Acquisio Marketing Mix PPC & Social Ads Display Print Advertising AcquisioEmail Marketing Trade Show Mix Lead Lead Nurturing Generation Inbound Marketing
  • Acquisio Revenue Model
  • Lead Source AnalysisProspects VS Leads
  • All Leads Are Not Equal• Demo Request• ebooks & Webinars
  • Demo Request Goal Completions 33%
  • ebook & Webinar Goal Completions 8%
  • Contribution To The FunnelInboundMarketing Paid Media
  • Size Does Matter• Revenue Growth• Lead Volume• Sales Team
  • Extend Inbound Marketing Reach• Buy display ads to generate leads with your content• Send email campaigns via publishers in your industry• Use your content in your nurturing programs
  • Example Multi-Channel Content
  • Continuity Can Be A Challenge
  • Adapt To Your Target Market Inbound Marketing may be good for youInbound Marketing maynot be good for you
  • Thanks!apelletier@acquisio.com blog.apelletier.com @apelletier facebook.com/alexandre.pelletier linkedin.com/in/apelletier