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.

1. …WHY WON’T YOU
ANSWER MY CALL?
THE SHIFT FROM OUTBOUND TO INBOUND
IAN CRUICKSHANK
@IAN_CRUICKSHANK

2. OUTBOUND
THERE WAS A TIME…

3. OUTBOUND
A TIME WHEN
THIS
WORKED…

4. OUTBOUND
AND THIS…

5. OUTBOUND
…EVEN THIS

6. BUT TIMES HAVE CHANGED…
CONSUMERS ARE IN CONTROL

7. WE NEED A SHIFT IN
HOW WE CONNECT

8. NOW WE NEED TO ATTRACT
ENTER INBOUND

9. ATTRACT
C R E AT E
CONTENT
PEOPLE LOVE

10. ATTRACT
LOTS OF
CONTENT

11. ATTRACT
OPTIMIZE
T H AT
CONTENT

12. ATTRACT
PROMOTE IT

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. PERSONALIZE
LISTEN TO
YOUR
CUSTOMER

15. PERSONALIZE
W H AT D O
THEY LIKE

16. PERSONALIZE
GIVE THEM
M O R E O F W H AT
THEY LIKE

17. SEGMENT
W H AT D O T H E Y H A V E I N C O M M O N

18. W H AT D O
THEY LIKE
• Content
• Social Media Interest
• Page Visits
• Purchase History
• Webinars (B2B)

20. NOW GIVE IT
TO THEM
• Personalize Site
• Personalize Email
• Offer the right products
• Give the right incentive

22. 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

23. So how are we using it…
SPEED SHIFT MEDIA

24. QUESTIONS

25. IAN CRUICKSHANK
@IAN_CRUICKSHANK
CA.LINKEDIN.COM/IN/IANCRUICKSHANK