SlideShare a Scribd company logo

Class 01 -_inbound_fundamentals_2015

Emma Bellantonio Goncalves ✔
Emma Bellantonio Goncalves ✔
Emma Bellantonio Goncalves ✔Inbound marketing manager chez Opéra Energie at Opéra Energie

hubspot academy

Class 01 -_inbound_fundamentals_2015

1 of 51
Download to read offline
Essentials of an Effective Inbound Strategy
Professor: Lindsay Thibeault
Inbound Certification
Brought to you by HubSpot Academy
CLASS 01
1 WHY INBOUND?
SEO
Blogging
Attraction
Customer - Centric
INBOUND
vs.
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
TRADITIONAL
SEO
Blogging
Attraction
Customer - Centric
INBOUND
vs.
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
TRADITIONAL
IT’S ABOUT CREATING
MARKETING THAT
PEOPLE LOVE.
Class 01 -_inbound_fundamentals_2015
Ad

Recommended

EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...
EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...
EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...European Innovation Academy
 
Patrick Biddescombe - Using Inbound to Source, Interview and Hire Talent
Patrick Biddescombe - Using Inbound to Source, Interview and Hire TalentPatrick Biddescombe - Using Inbound to Source, Interview and Hire Talent
Patrick Biddescombe - Using Inbound to Source, Interview and Hire TalentINBOUND
 
Reinventing Your Business from Scratch by Shannon W. King
Reinventing Your Business from Scratch by Shannon W. KingReinventing Your Business from Scratch by Shannon W. King
Reinventing Your Business from Scratch by Shannon W. KingHomesPro from Homes.com
 
How To Market Your Business In 30 Minutes A Day
How To Market Your Business In 30 Minutes A DayHow To Market Your Business In 30 Minutes A Day
How To Market Your Business In 30 Minutes A DayBrian Bijdeveldt
 
Branding Your Start-Up From The Get-Go (Gerard Tannam)
Branding Your Start-Up From The Get-Go (Gerard Tannam)Branding Your Start-Up From The Get-Go (Gerard Tannam)
Branding Your Start-Up From The Get-Go (Gerard Tannam)Gerard Tannam
 

More Related Content

What's hot

Part 1 - moving from employee to entrepreneur
Part 1 - moving from employee to entrepreneur Part 1 - moving from employee to entrepreneur
Part 1 - moving from employee to entrepreneur Joachim Ravoth
 
Zappos - Retailing Smarter Symposium - 6-25-09
Zappos - Retailing Smarter Symposium - 6-25-09Zappos - Retailing Smarter Symposium - 6-25-09
Zappos - Retailing Smarter Symposium - 6-25-09zappos
 
Start-up Branding (Strategy & Story)
Start-up Branding (Strategy & Story)Start-up Branding (Strategy & Story)
Start-up Branding (Strategy & Story)Jigyasa Laroiya
 
Branding for start ups the Unspun way
Branding for start ups the Unspun wayBranding for start ups the Unspun way
Branding for start ups the Unspun waySomUnspun
 
How to Put Together a Marketing Plan
How to Put Together a Marketing PlanHow to Put Together a Marketing Plan
How to Put Together a Marketing PlanPaul Kiewiet MAS
 
Using Inbound Marketing to Source Interview and Hire Talent
Using Inbound Marketing to Source Interview and Hire TalentUsing Inbound Marketing to Source Interview and Hire Talent
Using Inbound Marketing to Source Interview and Hire TalentNew Breed
 
How to blog - a content strategy for your biz
How to blog  - a content strategy for your bizHow to blog  - a content strategy for your biz
How to blog - a content strategy for your bizJane Woodyer
 
I HAVE DONE DIPLOMA IN ENGINEERING AND WANT TO START OWN BUSINESS HOW CAN I B...
I HAVE DONE DIPLOMA IN ENGINEERING AND WANT TO START OWN BUSINESS HOW CAN I B...I HAVE DONE DIPLOMA IN ENGINEERING AND WANT TO START OWN BUSINESS HOW CAN I B...
I HAVE DONE DIPLOMA IN ENGINEERING AND WANT TO START OWN BUSINESS HOW CAN I B...guide2entrepreneurs
 
Derby HUG Inbound Sales workshop June 2016
Derby HUG Inbound Sales workshop June 2016Derby HUG Inbound Sales workshop June 2016
Derby HUG Inbound Sales workshop June 2016Emma Jones
 
Identifying the right business for your person
Identifying the right business for your personIdentifying the right business for your person
Identifying the right business for your personAngela Ihunweze
 
404 Mistakes Building/Starting a company
404 Mistakes Building/Starting a company404 Mistakes Building/Starting a company
404 Mistakes Building/Starting a companyAnton Skrypnyk
 
Copywriting week 5 ad layout and design
Copywriting week 5 ad layout and designCopywriting week 5 ad layout and design
Copywriting week 5 ad layout and designKevin O'Doherty
 
How to charge what you are worth for solo-based businesses
How to charge what you are worth for solo-based businessesHow to charge what you are worth for solo-based businesses
How to charge what you are worth for solo-based businessesJackie B Peterson
 

What's hot (17)

IBS-booklet-general
IBS-booklet-generalIBS-booklet-general
IBS-booklet-general
 
Unique value proposition
Unique value propositionUnique value proposition
Unique value proposition
 
Part 1 - moving from employee to entrepreneur
Part 1 - moving from employee to entrepreneur Part 1 - moving from employee to entrepreneur
Part 1 - moving from employee to entrepreneur
 
Zappos - Retailing Smarter Symposium - 6-25-09
Zappos - Retailing Smarter Symposium - 6-25-09Zappos - Retailing Smarter Symposium - 6-25-09
Zappos - Retailing Smarter Symposium - 6-25-09
 
Start-up Branding (Strategy & Story)
Start-up Branding (Strategy & Story)Start-up Branding (Strategy & Story)
Start-up Branding (Strategy & Story)
 
Branding for start ups the Unspun way
Branding for start ups the Unspun wayBranding for start ups the Unspun way
Branding for start ups the Unspun way
 
How to Put Together a Marketing Plan
How to Put Together a Marketing PlanHow to Put Together a Marketing Plan
How to Put Together a Marketing Plan
 
Using Inbound Marketing to Source Interview and Hire Talent
Using Inbound Marketing to Source Interview and Hire TalentUsing Inbound Marketing to Source Interview and Hire Talent
Using Inbound Marketing to Source Interview and Hire Talent
 
How to blog - a content strategy for your biz
How to blog  - a content strategy for your bizHow to blog  - a content strategy for your biz
How to blog - a content strategy for your biz
 
I HAVE DONE DIPLOMA IN ENGINEERING AND WANT TO START OWN BUSINESS HOW CAN I B...
I HAVE DONE DIPLOMA IN ENGINEERING AND WANT TO START OWN BUSINESS HOW CAN I B...I HAVE DONE DIPLOMA IN ENGINEERING AND WANT TO START OWN BUSINESS HOW CAN I B...
I HAVE DONE DIPLOMA IN ENGINEERING AND WANT TO START OWN BUSINESS HOW CAN I B...
 
Derby HUG Inbound Sales workshop June 2016
Derby HUG Inbound Sales workshop June 2016Derby HUG Inbound Sales workshop June 2016
Derby HUG Inbound Sales workshop June 2016
 
The Levitan Pitch Presentation
The Levitan Pitch PresentationThe Levitan Pitch Presentation
The Levitan Pitch Presentation
 
Identifying the right business for your person
Identifying the right business for your personIdentifying the right business for your person
Identifying the right business for your person
 
404 Mistakes Building/Starting a company
404 Mistakes Building/Starting a company404 Mistakes Building/Starting a company
404 Mistakes Building/Starting a company
 
Copywriting week 5 ad layout and design
Copywriting week 5 ad layout and designCopywriting week 5 ad layout and design
Copywriting week 5 ad layout and design
 
How to charge what you are worth for solo-based businesses
How to charge what you are worth for solo-based businessesHow to charge what you are worth for solo-based businesses
How to charge what you are worth for solo-based businesses
 
Buildingblocks
BuildingblocksBuildingblocks
Buildingblocks
 

Similar to Class 01 -_inbound_fundamentals_2015

Inbound Certification Class 1: Essentials of an Effective Inbound Strategy
Inbound Certification Class 1: Essentials of an Effective Inbound StrategyInbound Certification Class 1: Essentials of an Effective Inbound Strategy
Inbound Certification Class 1: Essentials of an Effective Inbound StrategyHubSpot Academy
 
Scott Digital Marketing 5 P's of Digital Marketing
Scott Digital Marketing 5 P's of Digital MarketingScott Digital Marketing 5 P's of Digital Marketing
Scott Digital Marketing 5 P's of Digital MarketingScott Digital Marketing
 
Designing & Testing Buyer Personas for Inbound Marketing
Designing & Testing Buyer Personas for Inbound MarketingDesigning & Testing Buyer Personas for Inbound Marketing
Designing & Testing Buyer Personas for Inbound MarketingIntelligent_ly
 
Inbound Presentation (1)
Inbound Presentation (1)Inbound Presentation (1)
Inbound Presentation (1)Kayla Starta
 
Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certi...
Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certi...Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certi...
Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certi...Sorin Magureanu
 
Buyer persona template
Buyer persona templateBuyer persona template
Buyer persona templatehersenstehuur
 
Growing Your Business with Inbound Marketing - Tracy McAllister
Growing Your Business with Inbound Marketing - Tracy McAllister Growing Your Business with Inbound Marketing - Tracy McAllister
Growing Your Business with Inbound Marketing - Tracy McAllister Social Media Camp
 
Taking Your Sales Process Inbound
Taking Your Sales Process InboundTaking Your Sales Process Inbound
Taking Your Sales Process InboundHubSpot
 
Taking your sales process inbound 2014 - Class #10 HubSpot Inbound Academy Ce...
Taking your sales process inbound 2014 - Class #10 HubSpot Inbound Academy Ce...Taking your sales process inbound 2014 - Class #10 HubSpot Inbound Academy Ce...
Taking your sales process inbound 2014 - Class #10 HubSpot Inbound Academy Ce...Sorin Magureanu
 
Halifax HubSpot User Group Meetup - Dec 9, 2014
Halifax HubSpot User Group Meetup - Dec 9, 2014Halifax HubSpot User Group Meetup - Dec 9, 2014
Halifax HubSpot User Group Meetup - Dec 9, 2014Kula Partners
 
HubSpot Guide to Buyer Persona Creation
HubSpot Guide to Buyer Persona CreationHubSpot Guide to Buyer Persona Creation
HubSpot Guide to Buyer Persona CreationGordon Ching
 
The Basics of Small Business Marketing
The Basics of Small Business MarketingThe Basics of Small Business Marketing
The Basics of Small Business MarketingAbbey Finch
 
The Science of Building Actionable Buyer Personas
The Science of Building Actionable Buyer PersonasThe Science of Building Actionable Buyer Personas
The Science of Building Actionable Buyer PersonasScripted.com
 
The latest Referral Marketing Strategy Guide You'll Ever Need
The latest Referral Marketing Strategy Guide You'll Ever Need The latest Referral Marketing Strategy Guide You'll Ever Need
The latest Referral Marketing Strategy Guide You'll Ever Need invitereferral
 
BOOTSTRAPPING CUSTOMER SUCCESS: LESSONS LEARNED FROM THE ROAD
BOOTSTRAPPING CUSTOMER SUCCESS: LESSONS LEARNED FROM THE ROADBOOTSTRAPPING CUSTOMER SUCCESS: LESSONS LEARNED FROM THE ROAD
BOOTSTRAPPING CUSTOMER SUCCESS: LESSONS LEARNED FROM THE ROADTotango
 
Class 08: Content Marketing
Class 08: Content MarketingClass 08: Content Marketing
Class 08: Content MarketingJon Chang
 

Similar to Class 01 -_inbound_fundamentals_2015 (20)

Inbound Certification Class 1: Essentials of an Effective Inbound Strategy
Inbound Certification Class 1: Essentials of an Effective Inbound StrategyInbound Certification Class 1: Essentials of an Effective Inbound Strategy
Inbound Certification Class 1: Essentials of an Effective Inbound Strategy
 
Scott Digital Marketing 5 P's of Digital Marketing
Scott Digital Marketing 5 P's of Digital MarketingScott Digital Marketing 5 P's of Digital Marketing
Scott Digital Marketing 5 P's of Digital Marketing
 
Buyer Persona Kit
Buyer Persona KitBuyer Persona Kit
Buyer Persona Kit
 
Buyer persona slides
Buyer persona slidesBuyer persona slides
Buyer persona slides
 
Designing & Testing Buyer Personas for Inbound Marketing
Designing & Testing Buyer Personas for Inbound MarketingDesigning & Testing Buyer Personas for Inbound Marketing
Designing & Testing Buyer Personas for Inbound Marketing
 
Inbound Presentation (1)
Inbound Presentation (1)Inbound Presentation (1)
Inbound Presentation (1)
 
Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certi...
Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certi...Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certi...
Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certi...
 
Buyer persona template
Buyer persona templateBuyer persona template
Buyer persona template
 
Content Strategy
Content StrategyContent Strategy
Content Strategy
 
Buyer Persona
Buyer PersonaBuyer Persona
Buyer Persona
 
Growing Your Business with Inbound Marketing - Tracy McAllister
Growing Your Business with Inbound Marketing - Tracy McAllister Growing Your Business with Inbound Marketing - Tracy McAllister
Growing Your Business with Inbound Marketing - Tracy McAllister
 
Taking Your Sales Process Inbound
Taking Your Sales Process InboundTaking Your Sales Process Inbound
Taking Your Sales Process Inbound
 
Taking your sales process inbound 2014 - Class #10 HubSpot Inbound Academy Ce...
Taking your sales process inbound 2014 - Class #10 HubSpot Inbound Academy Ce...Taking your sales process inbound 2014 - Class #10 HubSpot Inbound Academy Ce...
Taking your sales process inbound 2014 - Class #10 HubSpot Inbound Academy Ce...
 
Halifax HubSpot User Group Meetup - Dec 9, 2014
Halifax HubSpot User Group Meetup - Dec 9, 2014Halifax HubSpot User Group Meetup - Dec 9, 2014
Halifax HubSpot User Group Meetup - Dec 9, 2014
 
HubSpot Guide to Buyer Persona Creation
HubSpot Guide to Buyer Persona CreationHubSpot Guide to Buyer Persona Creation
HubSpot Guide to Buyer Persona Creation
 
The Basics of Small Business Marketing
The Basics of Small Business MarketingThe Basics of Small Business Marketing
The Basics of Small Business Marketing
 
The Science of Building Actionable Buyer Personas
The Science of Building Actionable Buyer PersonasThe Science of Building Actionable Buyer Personas
The Science of Building Actionable Buyer Personas
 
The latest Referral Marketing Strategy Guide You'll Ever Need
The latest Referral Marketing Strategy Guide You'll Ever Need The latest Referral Marketing Strategy Guide You'll Ever Need
The latest Referral Marketing Strategy Guide You'll Ever Need
 
BOOTSTRAPPING CUSTOMER SUCCESS: LESSONS LEARNED FROM THE ROAD
BOOTSTRAPPING CUSTOMER SUCCESS: LESSONS LEARNED FROM THE ROADBOOTSTRAPPING CUSTOMER SUCCESS: LESSONS LEARNED FROM THE ROAD
BOOTSTRAPPING CUSTOMER SUCCESS: LESSONS LEARNED FROM THE ROAD
 
Class 08: Content Marketing
Class 08: Content MarketingClass 08: Content Marketing
Class 08: Content Marketing
 

More from Emma Bellantonio Goncalves ✔

More from Emma Bellantonio Goncalves ✔ (20)

L digital book
L digital bookL digital book
L digital book
 
Presentation etude-linkedin-kantar
Presentation etude-linkedin-kantarPresentation etude-linkedin-kantar
Presentation etude-linkedin-kantar
 
Sociallymap employee avocacy
Sociallymap employee avocacySociallymap employee avocacy
Sociallymap employee avocacy
 
Guide avis clients
Guide avis clientsGuide avis clients
Guide avis clients
 
Net Promoteur Score
Net Promoteur ScoreNet Promoteur Score
Net Promoteur Score
 
Les erreurs à éviter Inbound Marketing
Les erreurs à éviter Inbound MarketingLes erreurs à éviter Inbound Marketing
Les erreurs à éviter Inbound Marketing
 
Net promoter-score-guide-ultime-my feelback
Net promoter-score-guide-ultime-my feelbackNet promoter-score-guide-ultime-my feelback
Net promoter-score-guide-ultime-my feelback
 
Augmenter la satisfaction
Augmenter la satisfactionAugmenter la satisfaction
Augmenter la satisfaction
 
Réussir sa stratégie social selling
Réussir sa stratégie social sellingRéussir sa stratégie social selling
Réussir sa stratégie social selling
 
By path use-case-docapost
By path use-case-docapostBy path use-case-docapost
By path use-case-docapost
 
Pourquoi afficher des avis clients sur le site ?
Pourquoi afficher des avis clients sur le site ?Pourquoi afficher des avis clients sur le site ?
Pourquoi afficher des avis clients sur le site ?
 
2017 ebook-reussir-webinar
2017 ebook-reussir-webinar2017 ebook-reussir-webinar
2017 ebook-reussir-webinar
 
Limber partner-advocacy-monthly-webinar-juin-2018
Limber partner-advocacy-monthly-webinar-juin-2018Limber partner-advocacy-monthly-webinar-juin-2018
Limber partner-advocacy-monthly-webinar-juin-2018
 
Barometre social selling_2018
Barometre social selling_2018Barometre social selling_2018
Barometre social selling_2018
 
Bien choisir son type de contenu
Bien choisir son type de contenuBien choisir son type de contenu
Bien choisir son type de contenu
 
The marketers pocket_guide_to_writing_good
The marketers pocket_guide_to_writing_goodThe marketers pocket_guide_to_writing_good
The marketers pocket_guide_to_writing_good
 
Comment optimiser-marketing-automation
Comment optimiser-marketing-automationComment optimiser-marketing-automation
Comment optimiser-marketing-automation
 
LinkeDin Ebook
LinkeDin EbookLinkeDin Ebook
LinkeDin Ebook
 
Linkedin démarrer-social-selling-ebook
Linkedin démarrer-social-selling-ebookLinkedin démarrer-social-selling-ebook
Linkedin démarrer-social-selling-ebook
 
Etat de l'inbound marketing
Etat de l'inbound marketingEtat de l'inbound marketing
Etat de l'inbound marketing
 

Recently uploaded

4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf
4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf
4.1. PROFESSIONAL SALES REPRESENTATIVE.pdfBALASUNDARESAN M
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfJuan Renteria
 
Raport Algorithm Insights 2024-NowyMarketing.pdf
Raport Algorithm Insights 2024-NowyMarketing.pdfRaport Algorithm Insights 2024-NowyMarketing.pdf
Raport Algorithm Insights 2024-NowyMarketing.pdfagatadrynko
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingNestor Pablo
 
20240214 Security-JAWS activity results for 2023 and activity goals for 2024
20240214 Security-JAWS activity results for 2023 and activity goals for 202420240214 Security-JAWS activity results for 2023 and activity goals for 2024
20240214 Security-JAWS activity results for 2023 and activity goals for 2024Typhon 666
 
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Ahmad El-Saeed
 
Mastering Social Media, Mobile Marketing and Digital Strategy - Certificate
Mastering Social Media, Mobile Marketing and Digital Strategy - CertificateMastering Social Media, Mobile Marketing and Digital Strategy - Certificate
Mastering Social Media, Mobile Marketing and Digital Strategy - CertificateAdriannaBednarz
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingJomer Gregorio
 
How to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersHow to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersVbout.com
 
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfThe Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfwomenworldmagazine
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsمعا الى الافضل
 
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdf
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdfThe Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdf
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdfwomenworldmagazine
 
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldPPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldAnu Adegbola
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfPeter Mesarec
 
5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertzTheseo Expertz
 
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?Andreas Kennardi Julianto
 
Hootsuite Platform Certification Course - Certificate
Hootsuite Platform Certification Course - CertificateHootsuite Platform Certification Course - Certificate
Hootsuite Platform Certification Course - CertificateAdriannaBednarz
 
GroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfGroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfSocial Samosa
 
How We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven FrameworkHow We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven FrameworkSearch Engine Journal
 

Recently uploaded (20)

4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf
4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf
4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdf
 
Raport Algorithm Insights 2024-NowyMarketing.pdf
Raport Algorithm Insights 2024-NowyMarketing.pdfRaport Algorithm Insights 2024-NowyMarketing.pdf
Raport Algorithm Insights 2024-NowyMarketing.pdf
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
20240214 Security-JAWS activity results for 2023 and activity goals for 2024
20240214 Security-JAWS activity results for 2023 and activity goals for 202420240214 Security-JAWS activity results for 2023 and activity goals for 2024
20240214 Security-JAWS activity results for 2023 and activity goals for 2024
 
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
 
Mastering Social Media, Mobile Marketing and Digital Strategy - Certificate
Mastering Social Media, Mobile Marketing and Digital Strategy - CertificateMastering Social Media, Mobile Marketing and Digital Strategy - Certificate
Mastering Social Media, Mobile Marketing and Digital Strategy - Certificate
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
 
How to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersHow to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your Followers
 
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfThe Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profits
 
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdf
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdfThe Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdf
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdf
 
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldPPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
 
5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz
 
SEO BRIEF.ppt
SEO BRIEF.pptSEO BRIEF.ppt
SEO BRIEF.ppt
 
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
 
Hootsuite Platform Certification Course - Certificate
Hootsuite Platform Certification Course - CertificateHootsuite Platform Certification Course - Certificate
Hootsuite Platform Certification Course - Certificate
 
GroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfGroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdf
 
How We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven FrameworkHow We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven Framework
 

Class 01 -_inbound_fundamentals_2015

  • 1. Essentials of an Effective Inbound Strategy Professor: Lindsay Thibeault Inbound Certification Brought to you by HubSpot Academy CLASS 01
  • 3. SEO Blogging Attraction Customer - Centric INBOUND vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric TRADITIONAL
  • 4. SEO Blogging Attraction Customer - Centric INBOUND vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric TRADITIONAL
  • 12. Analysis should be inherent in every single thing you do with your inbound strategy.
  • 13. 2 WHAT ARE THE FUNDAMENTALS OF INBOUND SUCCESS ?
  • 14. Use buyer personas. Create remarkable content. Leverage your content. Use the Buyer’s Journey. INBOUND BEST PRACTICES
  • 15. Use buyer personas. Create remarkable content. Leverage your content. Use the Buyer’s Journey. INBOUND BEST PRACTICES
  • 16. Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS
  • 17. CONDUCTING PERSONA RESEARCH Buyer personas must be based off of actual research, not assumptions.
  • 18. Persona Detail Sample question to Ask Role What is your job role? Your title? Company/Organization What industry or industries does your company work/is your role in? Goals What are you working to accomplish? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? Shopping Preferences Do you use the internet to research vendors or products? SAMPLE PERSONA RESEARCH QUESTIONS
  • 19. Start by interviewing your current customers.
  • 20. PERSONA NAMEBACKGROUND: • Basic details about persona’s role, key information about the persona’s company • Relevant background info DEMOGRAPHICS: • Gender, age range, household income (consider a spouse’s income, if relevant) IDENTIFIERS: • Buzzwords & mannerisms GOALS: • Persona’s primary & secondary goal CHALLENGES: • Primary and secondary challenge to persona’s success HOW WE HELP: • How you solve your persona’s challenges & help achieve their goals COMMON OBJECTIONS: • Identify the most common objections your persona will raise during the sales process REAL QUOTES: • Include a few real quotes (taken during interviews) that well represent your persona to make it easier for employees to relate to/understand to them
  • 21. BACKGROUND: • Head of HR, married with 2 children (10 and 8) • Worked at same company for 10 years; worked up from HR Associate DEMOGRAPHICS: • Skews female, age 30-45, suburban, dual HH Income: $140,000 IDENTIFIERS: • Calm demeanor, usually assistant screening calls, wants collateral mailed/printed GOALS: • Keep employees happy and turnover low, support legal and finance teams CHALLENGES: • Getting everything done with a small staff, rolling out changes to the entire company HOW WE HELP: • Make it easy to manage all employee data in one place • Integrate with legal and finance systems COMMON OBJECTIONS: • Worried will lose data moving to a new system, doesn’t want to have to train the entire company on it. REAL QUOTES: • “It’s been difficult getting company-wide adoption of new technologies in the past.” • “I’ve had to deal with so many painful integrations with other departments’ databases and software.” HR BLAST - SAMPLE SALLY
  • 22. Use buyer personas. Create remarkable content. Leverage your content. Use the Buyer’s Journey. INBOUND BEST PRACTICES
  • 29. IF YOU WERE TO CREATE A BLOG POST ABOUT YOUR PRODUCT OR SERVICE, WHERE WOULD IT FALL INTO THE BUYER’S JOURNEY? A. Awareness stage B. Consideration stage C. Decision stage
  • 30. IF YOU WERE TO CREATE A BLOG POST ABOUT YOUR PRODUCT OR SERVICE, WHERE WOULD IT FALL INTO THE BUYER’S JOURNEY? A. Awareness stage B. Consideration stage C. Decision stage
  • 31. IF YOU WERE TO CREATE A BLOG POST ABOUT YOUR PRODUCT OR SERVICE, WHERE WOULD IT FALL INTO THE BUYER’S JOURNEY? A. Awareness stage B. Consideration stage C. Decision stage
  • 32. IF YOU WERE TO CREATE A BLOG POST ABOUT YOUR PRODUCT OR SERVICE, WHERE WOULD IT FALL INTO THE BUYER’S JOURNEY? A. Awareness stage B. Consideration stage C. Decision stage But wait! This was a trick question!
  • 33. WHEN CREATING CONTENT, KEEP IT EDUCATIONAL. Not educating your buyer personas on who you are and what you do, but educating them on their problems and solutions to those problems.
  • 34. Use buyer personas. Create remarkable content. Leverage your content. Use the buyer’s journey. INBOUND BEST PRACTICES
  • 35. Inbound Marketing = Content + Context Content Context
  • 36. CONTEXT Who are you creating content for?
  • 37. Use buyer personas. Create remarkable content. Leverage your content. Use the Buyer’s Journey. INBOUND BEST PRACTICES
  • 38. Distribution makes content relevant. FLICKR USER SMITHSONIAN INSTITUION
  • 39. LEVERAGING CONTENT VIA DISTRIBUTION The right distribution technique gets the right content in front of the right person at the right time. Landing pages Calls-to- action Business blog Website pages Social media Marketing emails
  • 40. Use buyer personas. Create remarkable content. Leverage your content. Use the Buyer’s Journey. INBOUND BEST PRACTICES
  • 42. Financial services advisory group that help business owners in Australia and New Zealand.
  • 43. CFO On-Call once relied heavily on telemarketing and cold calling to generate leads for sales.
  • 44. CFO On-Call began working on developing their buyer persona. By understanding their main customer’s demographics, role, and business problems, the team could create better targeted content, emails and offers for that audience.
  • 45. BACKGROUND: • He runs a small business that he started after a career in the industry • Married with a couple of children • He’s been running his own business for about 3 years DEMOGRAPHICS: • Typically in his mid 40s IDENTIFIERS: • Drives a modest vehicle • Achiever • Determined individual and a natural leader • Entrepreneurial flair GOALS: • Has high ambitions for his business • Can see great opportunities in his marketplace for growth • Likes to be his own boss CHALLENGES: • Cash flow can limit growth potential • Lenders aren’t too helpful about borrowing funds to grow • Income can be a little erratic at times due to business cash flow • Occasionally has to borrow funds to borrow money which causes stress • Isn’t on the same wavelength as his accountant • Feels stretched at times GARY THE BUSINESS OWNER
  • 46. The team at CFO On-Call worked on expanding the content offerings on their website. • Whitepapers • eBooks • Blog posts
  • 47. BLOG POSTS • “22 Warning Signs of a Business in Trouble” • “9 Keys to Small Business Growth for 2014” • “8 Ways to Improve Profit in a Business”
  • 48. 200%Increase in web traffic within a six-month period.
  • 49. 9.6xIncrease in leads because of the tools they have in place to easily capture more leads from their site.
  • 50. 153% With lead management and nurturing, they’ve improved sales-ready leads by