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MarketingTechnologyMark Mathson, Inbound Marketing Strategist
Ideas are the greatwarriors of the world.- James A. Garfield
Business Idea
The Idea(photo: qisur)
The Action   (photo: Horia Varlan)
Agenda• Elements of Outbound & Inbound  Marketing• Rethinking Marketing• Inbound Marketing Introduction• Inbound Marketing...
Elements of Outbound     Marketing
Outbound Marketing•   Direct mail•   Telemarketing•   Print Ads•   Trade shows•   TV / Radio Ads   (photo: Jan Hilado)
Elements of Inbound    Marketing
Inbound Marketing• Content Marketing  o Blogging  o eBooks• Search Engine Marketing• Social Media                         ...
Rethink Marketing
World Population Online• 2 Billion Global Internet Users• 28% of Global World Population• Shop• Research• Buy
The Shift                      (photo: buzzbo)(photo: KyleWiTh)
Cost Per Lead           Source: 2011 State of Inbound Marketing
Shift in Budgets• 2011 budget survey• Interests:  o Lead Quality  o Search Engine Marketing                              S...
Overlap of Traditional and New Media Marketing
The Overlap: Inbound & Outbound             (photo: The Ace Group)
The Overlap: Inbound & Outbound
Inbound Marketing   Introduction
Inbound Marketing Methodology          Content                Social       SEO                Media
The Process               CreateAnalyze                      Optimize     Convert            Promote
Get FoundInbound Marketing
Get Found: Content Marketing           (photo: Anthony Giorgio)
Get Found: Search Engine Marketing
Get Found: Social Media Marketing
ConvertInbound Marketing
Convert: Lead Conversion
Convert: Sales Process Basics           Source: Kurlan & Associates
AnalyzeInbound Marketing
Analyze: Measure Results
ROI: Focus on what works
Marketing Technology
Keys to Website      (photo: Patricia H.)
Content Management System
Content Marketing Resources
Content Marketing:           Compelling Offers                            CompellingSolution          WIIFM               ...
Content Marketing: The Offers
Search Engine Marketing       Resources
SEM: Search Engine  Optimization       (photo: SEOmoz.org)
SEM: Analytics  Traffic   Leads    Customers
Social Media Marketing       Resources
Social Media      Management               Mid-Day              (5 Minutes) Morning                    Afternoon(5 Minutes...
Social MediaManagement Toolbox
Social Media Monitoring              Products              Industry               Brand
Social MediaMonitoring Toolbox
Lead Conversion Resources
Leads: Email Marketing                    Customer          Nurture   Lead
Leads: Look at Databases         (photo: HikingArtist.com)
Leads: CRM System       (photo: mandiberg)
Leads: Sales Processhttp://bit.ly/baseline-selling-a
Long Term Strategy PlanTen Step Inbound Marketing Pathway               Plan
Strategic Process 1. Align      2. Website                             3. Metrics    4. Goals  Goals        Objectives    ...
Inbound Marketing Components          Content                Social      SEO                Media
(photo: ziteng)
Q&AMark Mathson, Inbound Marketing Strategist        http://markmathson.com/              @MarkMathson
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Marketing Technology and Resources

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Presentation on marketing technology and resources to help businesses generate leads, nurture those leads into customers. Inbound marketing: content marketing, search engine marketing, social media marketing, lead conversion. (Originally presented February 2011)

Published in: Business, Technology
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Transcript of "Marketing Technology and Resources"

  1. 1. MarketingTechnologyMark Mathson, Inbound Marketing Strategist
  2. 2. Ideas are the greatwarriors of the world.- James A. Garfield
  3. 3. Business Idea
  4. 4. The Idea(photo: qisur)
  5. 5. The Action (photo: Horia Varlan)
  6. 6. Agenda• Elements of Outbound & Inbound Marketing• Rethinking Marketing• Inbound Marketing Introduction• Inbound Marketing Methodology• Break• Marketing Technology & Resources• Long Term Strategy Plan
  7. 7. Elements of Outbound Marketing
  8. 8. Outbound Marketing• Direct mail• Telemarketing• Print Ads• Trade shows• TV / Radio Ads (photo: Jan Hilado)
  9. 9. Elements of Inbound Marketing
  10. 10. Inbound Marketing• Content Marketing o Blogging o eBooks• Search Engine Marketing• Social Media (photo: Oguraclutch)
  11. 11. Rethink Marketing
  12. 12. World Population Online• 2 Billion Global Internet Users• 28% of Global World Population• Shop• Research• Buy
  13. 13. The Shift (photo: buzzbo)(photo: KyleWiTh)
  14. 14. Cost Per Lead Source: 2011 State of Inbound Marketing
  15. 15. Shift in Budgets• 2011 budget survey• Interests: o Lead Quality o Search Engine Marketing Source: Survey Release
  16. 16. Overlap of Traditional and New Media Marketing
  17. 17. The Overlap: Inbound & Outbound (photo: The Ace Group)
  18. 18. The Overlap: Inbound & Outbound
  19. 19. Inbound Marketing Introduction
  20. 20. Inbound Marketing Methodology Content Social SEO Media
  21. 21. The Process CreateAnalyze Optimize Convert Promote
  22. 22. Get FoundInbound Marketing
  23. 23. Get Found: Content Marketing (photo: Anthony Giorgio)
  24. 24. Get Found: Search Engine Marketing
  25. 25. Get Found: Social Media Marketing
  26. 26. ConvertInbound Marketing
  27. 27. Convert: Lead Conversion
  28. 28. Convert: Sales Process Basics Source: Kurlan & Associates
  29. 29. AnalyzeInbound Marketing
  30. 30. Analyze: Measure Results
  31. 31. ROI: Focus on what works
  32. 32. Marketing Technology
  33. 33. Keys to Website (photo: Patricia H.)
  34. 34. Content Management System
  35. 35. Content Marketing Resources
  36. 36. Content Marketing: Compelling Offers CompellingSolution WIIFM Offer
  37. 37. Content Marketing: The Offers
  38. 38. Search Engine Marketing Resources
  39. 39. SEM: Search Engine Optimization (photo: SEOmoz.org)
  40. 40. SEM: Analytics Traffic Leads Customers
  41. 41. Social Media Marketing Resources
  42. 42. Social Media Management Mid-Day (5 Minutes) Morning Afternoon(5 Minutes) (5 Minutes) 15 Minutes
  43. 43. Social MediaManagement Toolbox
  44. 44. Social Media Monitoring Products Industry Brand
  45. 45. Social MediaMonitoring Toolbox
  46. 46. Lead Conversion Resources
  47. 47. Leads: Email Marketing Customer Nurture Lead
  48. 48. Leads: Look at Databases (photo: HikingArtist.com)
  49. 49. Leads: CRM System (photo: mandiberg)
  50. 50. Leads: Sales Processhttp://bit.ly/baseline-selling-a
  51. 51. Long Term Strategy PlanTen Step Inbound Marketing Pathway Plan
  52. 52. Strategic Process 1. Align 2. Website 3. Metrics 4. Goals Goals Objectives 6. 8.5. Personas 7. Tactics Competition Milestones 10. Measure 9. Launch & Shift
  53. 53. Inbound Marketing Components Content Social SEO Media
  54. 54. (photo: ziteng)
  55. 55. Q&AMark Mathson, Inbound Marketing Strategist http://markmathson.com/ @MarkMathson
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