Inbound Marketing, a Love story

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We weten allemaal dat de echte macht verschoven is naar de koper. Die heeft tegenwoordig alle touwtjes in handen. Maar wat betekent dit nu voor de marketing? Hoe verkoop je iets aan de koper van nu? En wat heeft liefde daarmee te maken? Deze presentatie zal proberen jouw kijk en gedachtegang op de marketing en de generatie van meer omzet, te veranderen.

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  • http://www.gallup.com/poll/151460/record-rate-honesty-ethics-members-congress-low.aspx
  • http://www.youtube.com/watch?v=dDS2Xpglk1Q
  • http://twitter.com/meaghano/status/1767991757
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://www.youtube.com/watch?v=R_CHl1FODZchttp://blog.hubspot.com/blog/tabid/6307/bid/34132/How-to-Improve-Email-Clickthrough-Rate-by-583.aspx
  • http://www.gallup.com/poll/151460/record-rate-honesty-ethics-members-congress-low.aspx
  • Source: http://www.emarketer.com/Articles/Print.aspx?1008139
  • http://twitter.com/meaghano/status/1767991757
  • https://app.hubspot.com/content/53/unsubscribe-all-test
  • Inbound Marketing, a Love story

    1. 1. Inbound Marketing: A Love Story Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com
    2. 2. INBOUNDMARKETING:A LOVE STORY.Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com
    3. 3. MARKETING HAS A LOVABILITYPROBLEM. stockbrokers lawyers car salespeople lobbyists marketersLess Lovable More Lovable
    4. 4. PEOPLE USED TOLOVE ME. (right?)WHATHAPPENED?
    5. 5. HUMANS HAVE CHANGED.
    6. 6. HUMANS HAVE CHANGED. 1990 2000 2010Hours Worked 9-5 8-6+ WheneverOffice 4 walls Open Cubicles iPhone EverythingInternet None Email & Web Research in the Cloud Tradeshows, Ads,Learn about Tradeshows & Social Media, Google, Print Publications,products Google Freemium Sales Reps Sales Rep in Sales Rep onBuying process No Sales Rep Office & Golf Course Phone / Web
    7. 7. MOBILE UBIQUITY. VS.
    8. 8. SOCIAL & COLLABORATIVE. VS.
    9. 9. CLOUD & SAAS. VS.
    10. 10. CONSUMERIZATION OF B2B. VS.
    11. 11. CHANGES IN CONSUMER ATTENTION. 86% 91% skip TV ads unsubscribe 44% of direct mail is 200m Say DO NOT never opened CALL
    12. 12. HUMANS HAVE CHANGED. Social / Collaboration + Mobile Ubiquity + Cloud / SaaS + Consumerization of B2B + Changes in Attention Customer is in Control
    13. 13. HOW CAN YOUDO MARKETINGTHAT TODAY’SHUMANS WILLLOVE?
    14. 14. MARKETERSHAVE BEENBAD.
    15. 15. HOW NOT TO GET SOMEONE TO LOVEYOU. Love me!!!
    16. 16. 1% OF COLD CALLSWORK.THE OTHER 99%HATE YOUR GUTS.#INBOUND-- @MVOLPE
    17. 17. THE MARKETING PLAYBOOKIS BROKEN. 86% 91% 44% 200M skip TV ads unsubscribe of direct mail is on the from email never opened Do Not Call list
    18. 18. TRADITIONAL INBOUND VS. Cold Calling SEOCold Emails (SPAM) Blogging Interruptive Ads Attraction Marketer - Centric Customer - Centric
    19. 19. NO ONE WAKES UPAND SAYS “I WANT TOSEE AN AD.”WHY DO MARKETERSWAKE UP AND SAY“LET’S MAKE AN AD”?#INBOUND-- @MVOLPE
    20. 20. CREATEMARKETING PEOPLELOVE.
    21. 21. INBOUND   $.*$65 million in revenue from inbound leads (blog, social, SEO)
    22. 22. INBOUND MARKETING= CONTENT +CONTEXT.
    23. 23. ContentINBOUND MARKETING= CONTENT +CONTEXT.
    24. 24. YOU DON’T FIND CUSTOMERS ANYMORE. THEY FIND YOU.http://twitter.com/meaghano/status/1767991757
    25. 25. “WHAT WOULD OPRAH DO?”THINK LIKE A MEDIA COMPANY.
    26. 26. DON’T INTERRUPTWHAT PEOPLE WANTTO CONSUME,BE WHAT THEY WANTTO CONSUME.#INBOUND-- @MVOLPE
    27. 27. BUILD MARKETING ASSETS. Blogs Interactive Photos & Videos & Presentations Tools Infographics Podcasts & eBooks
    28. 28. DO YOU OWN OR RENT YOURMARKETING? 70% of our vs blog leads are from OLD articles
    29. 29. Title Goes Here
    30. 30. INBOUND MARKETING= CONTENT +CONTEXT.
    31. 31. INBOUND MARKETING= CONTENT +CONTEXT.
    32. 32. KNOW THE CONTEXT.FriendsPC / iPhone / iPadIn PersonOnline quoterequest for SUV
    33. 33. IGNORE CONTEXT AT YOUR PERIL. (not an SUV)3 days later the“marketingautomation” systemsends me this…
    34. 34. CONTEXT IS MORE THAN EMAIL.5 days later Igo back to thewebsite and tryto rememberwhere theSUVs are…(not personalizedwebsite)
    35. 35. CONTEXT ISPERSONAL,NOT ONE SIZE FITS ALL.
    36. 36. ENGAGEMENT THROUGH CONTEXT.
    37. 37. THE AVERAGE UNSUBSCRIBE SCREEN.
    38. 38. GROUPON’S UNSUBSCRIBE HASCONTEXT.
    39. 39. HUMANS HAVE CHANGED.
    40. 40. MARKETING NEEDS TO FIXITS LOVABILITY PROBLEM. marketers YOULess Lovable More Lovable
    41. 41. Help Make Marketing a Noble Profession Inbound Marketing Content: Context: • Blog • 360 view of contacts • Social Media • Segment emails • SEO • Personalize website • Offers
    42. 42. DO IT FORTHECHILDREN.
    43. 43. FOR THE LOVEOF MARKETING.Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com
    44. 44. APPENDIX.
    45. 45. THE LARGEST GATHERING OF INBOUND MARKETERS.AUGUST 19-22 2013 SAVE 50% OFFHYNES CONVENTION CTR USE PROMO: HUGTRBOSTON, MA WWW.INBOUND.COM
    46. 46. INTERRUPTIVEMARKETING ISN’TJUST A WASTE OFMONEY, IT ALSODAMAGES YOURBRAND.#INBOUND-- @MVOLPE
    47. 47. Mom, I just bought10,000 names from a list service& sent them all an email.
    48. 48. 86% of C-level execshave a smartphone.The majority say it istheir primarycommunication tool.
    49. 49. MOST EMAIL IS NOT MOBILE OPTIMIZED.
    50. 50. MOST WEBSITES AREN’T MOBILEOPTIMIZED.
    51. 51. ENGAGEMENT THROUGH CONTEXT.http://twitter.com/meaghano/status/1767991757
    52. 52. HUBSPOT’S UNSUBSCRIBE SCREEN.

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