This document discusses inbound marketing and provides 5 ways to use it to drive revenue. It defines inbound marketing as marketing tactics that rely on earning people's interest rather than buying it. It then outlines the inbound marketing funnel and provides an example of how to develop content to sell more training courses. Finally, it lists resources for learning more about inbound marketing like blogs, podcasts, and leading marketing platforms.

1. 5 Ways to Use Inbound
Marketing to Drive
Revenue
August 16, 2016
11:00am
Peggy Winton, @pwwinton
Dave Martin, @15davemartin

2. Introductions
Peggy Winton
Interim President
AIIM
pwinton@AIIM.org
@pwwinton
Dave Martin
Chief Marketing Officer
Aptify
dave.martin@aptify.com
@15davemartin
Inboundmartech.com

3. What about you?

4. Here’s What We’ll Cover
• What is Inbound Marketing?
• 5 Ways to Use Inbound – AIIM Case Study
• Summary
• Inbound Resources

5. Whether you’re ready or not
marketing has already been
disrupted.

6. Is this you?
Are these your
members and
prospects?

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"

8. So what are we to do?

10. We need to disrupt ourselves!

11. Question: What is Inbound
Marketing?

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?

15. What is Inbound Marketing?

16. Inbound Marketing Methodology
Tools
Actions
Turn strangers into members and promoters of your association.
Buyer Personas

17. Inbound Marketing Funnel
TOFU
MOFU
BOFU

18. Question: What is the hardest
part in getting started?

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

21. Newly-launched BPM Research

22. 1) Attract – highlight a
business issue/findings in…
•Blog Posts
•Other Social Media
•SlideShare
-- all designed to carry a CTA

26. 2) Convert – present,
convince, capture

27. 3) Close – assist through the
buying process

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

32. Leading Inbound Platforms
• Hubspot
• Marketo
• Eloqua (Oracle)
• Act-On
• Pardot (Salesforce)
• Silverpop (IBM)