7. Consider This…
•44%of direct mail is never opened
•91%of users have unsubscribed from a company
email they previously opted in to
•200 millionphone numbers are on the Do Not
Call Registry (in the US)
•86%of viewers skip TV ads
•84%of 25 to 34 year olds have clicked out of a
website because of an "irrelevant or intrusive ad"
13. What is Inbound Marketing?
“Any marketing tactic that relies on earning
people’s interest instead of buying it.”
“As opposed to marketing that pushes
products and services on people.”
- Mashable
14. • Marketing activities that bring visitors IN
• Aligns your content with your members’ and
prospects’ goals, pain points, and challenges
What is Inbound Marketing?
19. Who Buys or Engages?
•Define personas. Create a content strategy for these
personas.
•Develop a taxonomy around the content that your
personas find valuable.
•Take stock of what you’ve got, then develop new,
loveable, targeted content.
Do the legwork
20. •Goal: sell more BPM training courses
•Target personna: process specialists in
Administration/HR, Program/Product Development,
Project Management, other LoB owners
•Develop a few content assets for the inbound
workflow, beginning with…
Example
28. 4) Delight – use smart
content to deliver ongoing
value
29. 5) Putting it all together
• Start small or you’ll go crazy.
• What is the end game? Work backwards from
there.
• Automate as much as you can, using workflows
and timed communications.
• Analyze constantly; tweak as needed.
• Know when to get help.
• Don’t forget your sales team. Smarketing. SLA.
30. Contact Us
Peggy Winton
Interim President
AIIM
pwinton@AIIM.org
@pwwinton
Don’t forget to evaluate
this session. Thanks.
Dave Martin
Chief Marketing Officer
Aptify
dave.martin@aptify.com
@15davemartin
Inboundmartech.com
31. Inbound Resources
Blogs
•Hubspot Blog
•Copyblogger
•Content Marketing Institute
•Kissmetrics
•Convince & Convert
•Authority Rainmaker
•Inbound.org (Hubspot community)
•Inbound MarTech Blog (Dave’s blog)
Podcasts
• Hubcast
• Convince & Convert
• Inbound Agency Journey
• Call to Action