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Thesis defense
Inbound Marketing for startups:
How to earn Customers without paying for them?
AT Internet Success Story
Da...
David Planchot - MBA Web Business
Overview
1. Interruption Marketing
2. Inbound Marketing
3. Story about Inbound Marketing...
Many people thinkThis is How
Web MarketingWorks…
David Planchot - MBA Web Business
David Planchot - MBA Web Business
Many people think this is how Web Marketing works…
David Planchot - MBA Web Business
Many people think this is how Web Marketing works…
David Planchot - MBA Web Business
Many people think this is how Web Marketing works…
David Planchot - MBA Web Business
Many people think this is how Web Marketing works…
That’s Interruption Marketing
R
David Planchot - MBA Web Business
That’s not How people Buy in 2014!
Interruption marketers
R
David Planchot - MBA Web Business
That’s not How people Buy in 2014!
You and me
Interruption marketers
R
David Planchot - MBA Web Business
That’s not How people Buy in 2014!
You and me
Interruption marketers Ads
R
David Planchot - MBA Web Business
That’s not How people Buy in 2014!
How people buy a
Web Analytics solution in
2014
David Planchot - MBA Web Business
David Planchot - MBA Web Business
Realize a need

David Planchot - MBA Web Business
Investigate options

David Planchot - MBA Web Business
Seek out Experts

David Planchot - MBA Web Business
Find communities
David Planchot - MBA Web Business
Brand awareness on Social Media
David Planchot - MBA Web Business
and Convert!
That’s How people Buy in 2014!
David Planchot - MBA Web Business
*Via Forrester’s Interactive Marketing 2012 Report
Inbound Marketing = 90% of traffic
(but only $5 Billion dollars investe...
*Via Forrester’s Interactive Marketing 2012 Report
Inbound Marketing = 90% of traffic
(but only $5 Billion dollars investe...
Now, let’s start with a story
about Inbound Marketing…
David Planchot - MBA Web Business
One Upon a time, in the
Web AnalyticsWar…
David Planchot - MBA Web Business
David versus Goliath
AT Internet
AT Internet Google
Adobe
IBM
Webtrends
How
Inbound Marketing helped
AT Internet to fight Goliath…
David Planchot - MBA Web Business
David Planchot - MBA Web Business
With a content Strategy
David Planchot - MBA Web Business
With a Social Media Strategy
David Planchot - MBA Web Business
And a Good Conversion Funnel
David Planchot - MBA Web Business
Results of Inbound Marketing strategy
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
SE...
David Planchot - MBA Web Business
Results of Inbound Marketing strategy
0
2000
4000
6000
8000
10000
12000
Blog traffic evo...
David Planchot - MBA Web Business
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0.40%
-
20
40
60
80
100
120
140
160
Incr...
David Planchot - MBA Web Business
2013: Inbound Marketing results for AT Internet
BlogTraffic and Inbound Marketing action...
David Planchot - MBA Web Business
2011: Web analytics Competition
David Planchot - MBA Web Business
2014: Web analytics Competition
AT Internet win against Goliath
David Planchot - MBA Web Business
And the CEO of AT Internet thanked me on LinkedIn!
David Planchot - MBA Web Business
Conclusion
« If you have more money than brains,
you should focus on Outbound Marketing....
David Planchot - MBA Web Business
Thank you!
David Planchot
06 13 40 24 77
Twitter : @Davidplanch
Site : www.david-plancho...
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Soutenance Mémoire Web Business 2014

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Soutenance Mémoire Web Business 2014

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Soutenance Mémoire Web Business 2014

  1. 1. Thesis defense Inbound Marketing for startups: How to earn Customers without paying for them? AT Internet Success Story David Planchot - MBAWeb Business
  2. 2. David Planchot - MBA Web Business Overview 1. Interruption Marketing 2. Inbound Marketing 3. Story about Inbound Marketing 4. Results of Inbound Marketing Strategy 5. Conclusion
  3. 3. Many people thinkThis is How Web MarketingWorks… David Planchot - MBA Web Business
  4. 4. David Planchot - MBA Web Business Many people think this is how Web Marketing works…
  5. 5. David Planchot - MBA Web Business Many people think this is how Web Marketing works…
  6. 6. David Planchot - MBA Web Business Many people think this is how Web Marketing works…
  7. 7. David Planchot - MBA Web Business Many people think this is how Web Marketing works…
  8. 8. That’s Interruption Marketing
  9. 9. R David Planchot - MBA Web Business That’s not How people Buy in 2014! Interruption marketers
  10. 10. R David Planchot - MBA Web Business That’s not How people Buy in 2014! You and me Interruption marketers
  11. 11. R David Planchot - MBA Web Business That’s not How people Buy in 2014! You and me Interruption marketers Ads
  12. 12. R David Planchot - MBA Web Business That’s not How people Buy in 2014!
  13. 13. How people buy a Web Analytics solution in 2014 David Planchot - MBA Web Business
  14. 14. David Planchot - MBA Web Business Realize a need
  15. 15.  David Planchot - MBA Web Business Investigate options
  16. 16.  David Planchot - MBA Web Business Seek out Experts
  17. 17.  David Planchot - MBA Web Business Find communities
  18. 18. David Planchot - MBA Web Business Brand awareness on Social Media
  19. 19. David Planchot - MBA Web Business and Convert!
  20. 20. That’s How people Buy in 2014! David Planchot - MBA Web Business
  21. 21. *Via Forrester’s Interactive Marketing 2012 Report Inbound Marketing = 90% of traffic (but only $5 Billion dollars invested in 2012*) David Planchot - MBA Web Business
  22. 22. *Via Forrester’s Interactive Marketing 2012 Report Inbound Marketing = 90% of traffic (but only $5 Billion dollars invested in 2012*) David Planchot - MBA Web Business Paid Marketing =10% of traffic ($40 Billion dollars invested in 2012*)
  23. 23. Now, let’s start with a story about Inbound Marketing… David Planchot - MBA Web Business
  24. 24. One Upon a time, in the Web AnalyticsWar… David Planchot - MBA Web Business
  25. 25. David versus Goliath
  26. 26. AT Internet
  27. 27. AT Internet Google Adobe IBM Webtrends
  28. 28. How Inbound Marketing helped AT Internet to fight Goliath… David Planchot - MBA Web Business
  29. 29. David Planchot - MBA Web Business With a content Strategy
  30. 30. David Planchot - MBA Web Business With a Social Media Strategy
  31. 31. David Planchot - MBA Web Business And a Good Conversion Funnel
  32. 32. David Planchot - MBA Web Business Results of Inbound Marketing strategy 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 SEOTraffic evolution on Website in 2013
  33. 33. David Planchot - MBA Web Business Results of Inbound Marketing strategy 0 2000 4000 6000 8000 10000 12000 Blog traffic evolution in 2013 Visites Nombre pages vues
  34. 34. David Planchot - MBA Web Business 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% - 20 40 60 80 100 120 140 160 Increase of leads number in 2013 Nombre de leads Taux de conversion Results of Inbound Marketing strategy
  35. 35. David Planchot - MBA Web Business 2013: Inbound Marketing results for AT Internet BlogTraffic and Inbound Marketing actions + 200 % WebsiteTraffic + 250 % Lead Generation + 80 % Revenue + 20 % Net results + 30 % 18 M € 0,7 M €
  36. 36. David Planchot - MBA Web Business 2011: Web analytics Competition
  37. 37. David Planchot - MBA Web Business 2014: Web analytics Competition
  38. 38. AT Internet win against Goliath
  39. 39. David Planchot - MBA Web Business And the CEO of AT Internet thanked me on LinkedIn!
  40. 40. David Planchot - MBA Web Business Conclusion « If you have more money than brains, you should focus on Outbound Marketing. But if you have more brains than money, you should focus on Inbound Marketing » Guy Kawasaki, Founder of Alltop.com Chief Evangelist, Canva
  41. 41. David Planchot - MBA Web Business Thank you! David Planchot 06 13 40 24 77 Twitter : @Davidplanch Site : www.david-planchot.com Mail : David85.pla@gmail.com Linkedin : www.linkedin.com/in/davidplanchot Thank you for your attention

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