…WHY WON’T YOU
ANSWER MY CALL?
THE SHIFT FROM OUTBOUND TO INBOUND

IAN CRUICKSHANK

@IAN_CRUICKSHANK
OUTBOUND

THERE WAS A TIME…
OUTBOUND

A TIME WHEN
THIS
WORKED…
OUTBOUND

AND THIS…
OUTBOUND

…EVEN THIS
BUT TIMES HAVE CHANGED…

CONSUMERS ARE IN CONTROL
WE NEED A SHIFT IN
HOW WE CONNECT
NOW WE NEED TO ATTRACT

ENTER INBOUND
ATTRACT

C R E AT E
CONTENT
PEOPLE LOVE
ATTRACT

LOTS OF
CONTENT
ATTRACT

OPTIMIZE
T H AT
CONTENT
ATTRACT

PROMOTE IT
A N D B T W - AW E S O M E C O N T E N T S P R E A D S FA S T E R
PERSONALIZE

LISTEN TO
YOUR
CUSTOMER
PERSONALIZE

W H AT D O
THEY LIKE
PERSONALIZE

GIVE THEM
M O R E O F W H AT
THEY LIKE
SEGMENT

W H AT D O T H E Y H A V E I N C O M M O N
W H AT D O
THEY LIKE

• Content
• Social Media Interest
• Page Visits
• Purchase History
• Webinars (B2B)
NOW GIVE IT
TO THEM

• Personalize Site
• Personalize Email
• Offer the right products
• Give the right incentive
T H E R E S U LT S

S H O W F O R T H E M S E LV E S
So how are we using it…
SPEED SHIFT MEDIA
QUESTIONS
IAN CRUICKSHANK

@IAN_CRUICKSHANK
CA.LINKEDIN.COM/IN/IANCRUICKSHANK
The shift to inbound - bcitma - Jan 18,14 slide share
The shift to inbound - bcitma - Jan 18,14 slide share
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The shift to inbound - bcitma - Jan 18,14 slide share

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There has been a significant change over the last 10 years - consumers have greater access to information, and greater ease in blocking traditional media. Enter Inbound Marketing - Marketing that people actually chose to participate it.

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The shift to inbound - bcitma - Jan 18,14 slide share

  1. 1. …WHY WON’T YOU ANSWER MY CALL? THE SHIFT FROM OUTBOUND TO INBOUND IAN CRUICKSHANK @IAN_CRUICKSHANK
  2. 2. OUTBOUND THERE WAS A TIME…
  3. 3. OUTBOUND A TIME WHEN THIS WORKED…
  4. 4. OUTBOUND AND THIS…
  5. 5. OUTBOUND …EVEN THIS
  6. 6. BUT TIMES HAVE CHANGED… CONSUMERS ARE IN CONTROL
  7. 7. WE NEED A SHIFT IN HOW WE CONNECT
  8. 8. NOW WE NEED TO ATTRACT ENTER INBOUND
  9. 9. ATTRACT C R E AT E CONTENT PEOPLE LOVE
  10. 10. ATTRACT LOTS OF CONTENT
  11. 11. ATTRACT OPTIMIZE T H AT CONTENT
  12. 12. ATTRACT PROMOTE IT
  13. 13. A N D B T W - AW E S O M E C O N T E N T S P R E A D S FA S T E R
  14. 14. PERSONALIZE LISTEN TO YOUR CUSTOMER
  15. 15. PERSONALIZE W H AT D O THEY LIKE
  16. 16. PERSONALIZE GIVE THEM M O R E O F W H AT THEY LIKE
  17. 17. SEGMENT W H AT D O T H E Y H A V E I N C O M M O N
  18. 18. W H AT D O THEY LIKE • Content • Social Media Interest • Page Visits • Purchase History • Webinars (B2B)
  19. 19. NOW GIVE IT TO THEM • Personalize Site • Personalize Email • Offer the right products • Give the right incentive
  20. 20. T H E R E S U LT S S H O W F O R T H E M S E LV E S
  21. 21. So how are we using it… SPEED SHIFT MEDIA
  22. 22. QUESTIONS
  23. 23. IAN CRUICKSHANK @IAN_CRUICKSHANK CA.LINKEDIN.COM/IN/IANCRUICKSHANK

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