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A ROADMAP TO
INBOUND MARKETING
IN THE ENTERPRISE.
Thanks for joining us!
Hi, I’m
Mike
CMO
@mvolpe
Hi, I’m
Jessica
Enterprise Marketing
@jessicameher
#IMenterprise
#IMenterprise
Early Bird
Pricing Ends
May 31st!
Register:
inbound.com
www.hubspot.com/playbook
60,000
Inbound
Leads/Mo.
8,500
Customers
278,000
Twitter
Followers4.7 million
Free Users
Top 10
Blog
Buying has changed.
#IMenterprise
88%
of US internet users ages 14+
browse or research products online.
- US Digital Media Usage report, eMarketer
#IMenterprise
You don’t find customers anymore.
They find you.
NO ONE WAKES UP
AND SAYS:
“I want to see an ad.”
#IMenterprise
SO WHY DO MARKETERS
WAKE UP AND SAY:
“Let’s make an ad”?
#IMenterprise
85% of consumers still
don’t trust brands online.
- Forrester Research, March 2013
#IMenterprise
#IMenterprise
Marketing needs to change, too.
The world has changed…
#IMenterprise
The old marketing
86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opened
BROKEN.
playbook is
#IMenterprise
vs
vs
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
INBOUND
(Permission)
OUTBOUND
(Interruption)
#IMenterprise
Don’t interrupt
what people want to
consume.
#IMenterprise
Be what they
want to consume.
Inbound marketing is about…
Building trust, not skepticism
Being loved, not ignored
Out-smarting, not out-spending
#IMenterprise
48% of marketers plan to
increase inbound spending.
#IMenterprise
WHAT YOU’LL LEARN TODAY:
1. Enterprise marketing & branding in the inbound age
2. Components of a best-in-class inbound strategy
3. Hiring and organizing a team of inbound marketers
4. Real-life case studies of inbound success
5. Live Q&A
#IMenterprise
Enterprise Marketing
in the Inbound Age
Owned Media Attracts
Earned Media.
#IMenterprise
Where Does Inbound Fit In?
Type Definition Examples The Role Benefits Challenges
Owned Media Channel a
brand controls
Website
Mobile
Blog
Twitter
Build for longer-term
relationships with existing
and potential customers
and earn media
Control
Sost efficiency
Longevity
Versatility
Takes to scale
Paid Media Brand pays to
leverage
channel
Paid search
Ads
Sponsorships
To get immediate, short-
term results from an under-
utilized channel
Immediacy
Scale
Control
Clutter
Declining response
rates
Poor credibility
Earned Media When
customers
become the
channel
Word of
Mouth
Buzz
Listen and respond - often
the result of well-executed
and well-coordinated
owned and paid media
Most credible
Transparent
No control
Scale
Hard to measure
Credit: Forrester Research
Thought Leadership is
the New Advertising.
#IMenterprise
Consumers don’t want this…
…But this
#IMenterprise
“Connecting used to be, ‘Here’s
some product, and here’s some
advertising. We hope you like it….
Connecting today is about
dialogue and education.”
- Nike CEO Mark Parker
#IMenterprise
Inbound marketing builds
trust, expertise, and authority.
#IMenterprise
“The businesses that are
the best educators will be
the most successful.”
- @MarkKilens
Components of a
Best-in-Class Inbound
Strategy
Customer
Offer Landing Page CTAs
Website Blog Email Paid Press Co-Marketing Video SlideShare Mobile
#IMenterprise
How Effective Enterprise Marketers Increase Revenue
Create blog content, search engine optimize (SEO)
your content, and promote it on social media sites.
Place calls-to-action throughout your website, blog, social
accounts and email to drive visitors to landing pages with forms.
Send leads targeted, automated emails to drive them along your
buying cycle. Provide your sales team with lead intelligence so they
can make more effective sales calls.
Analyze the success of your marketing campaigns, and determine
which areas need further optimizations for future success.Analyze
Get
Customers
Get Traffic
Get Leads
#IMenterprise
Building an Inbound
Team
Digital
Analytical
Reach
Content
Smart
GSD
HubSpot’s Marketing Team
Top of Funnel
Middle of
Funnel
Product Mktg Brand & Buzz
Results / Metrics
• Website visitors
• New contacts
generated
Activity
• Blog articles
• Ebooks & webinars
• Social engagement
• Other content
Results / Metrics
• Revenue pipeline $
• Sales goal %
Activity
• Lead nurturing
• Lead scoring
• Sales coordination
Results / Metrics
• Sales test scores
• % sales selling
various features
• User testing
Activity
• Product content
• Sales and other
product training
Results / Metrics
• Event attendance
and survey feedback
• PR hits, brand traffic
Activity
• Events
• PR pitches
• Videos & graphics
The Marketing SLA
Lead Type Lead Value
Webinar $.07
eBook $.05
Free Trial $.45
Demo Request $.95
Owner Ollie Leads
(1-100 Employees)
Lead Type Lead Value
Webinar $.35
eBook $.45
Free Trial $2.10
Demo Request $2.75
Marketing Mary Leads
(100-2,000 Employees)
#IMenterprise
The Sales SLA
Attempt #
LTV/COCA
#IMenterprise
Daily Accountability for Marketing & Sales
#IMenterprise
Case Studies of
Inbound Marketing
Success
Ektron
• To be completed
Results
How To Get Started with Inbound
www.hubspot.com/ima
thank you.

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