Inbound marketing catches and earns the attention of your target audience, connects by making the company easy to be found, draws traffic to the website by producing interesting content that converts leads into customers, and cherishes customers into promotors. But how can a brand bring this into practice?

4. Revolution?
▸ World’s largest company owns no taxis (Uber)
▸ Largest accommodation provider owns no real estate (Airbnb)
▸ Largest phone companies own no Telco infrastructure (Skype)
▸ World’s most valuable retailer has no inventory (Alibaba)
▸ World’s most popular media owner creates no content (Facebook)
▸ World’s largest movie house owns no cinemas (Netflix)
▸ Largest software vendors don’t write the apps (Apple & Google)
▸ …

5. The customers’ perspective
Customers find solutions to their needs, evaluate alternatives and compare competing
products with the use of data, peer-reviews, … drastically changing a companies go-to-market
approach.

6. The advertisers’ perspective
Engagement GAP
In today’s world it is possible to bridge this engagement GAP in between outbound marketing campaigns
using inbound marketing techniques to simulate the sales process online, using content marketing,
a scoring model, triggered based communication and personalization in marketing automation.

14. • Blogs
• Keywords
• Social media
Strangers
• Landing pages
• Call-to-actions
• Forms
Visitors
• Tracking
• Profiling
• Scoring
Leads
• Triggers
• Scenario’s
• E-mail
Customers
• Events
• Social inbox
• SMART
content
Promotors
• Advertising, direct mailing
• Branded entertainment
• Public relations
• Re-marketing
• Social pages
• E-coupons
• Retail shops
• Customer data
• Behavioral data
• Transactional data
• Drip-campaigns
• Nurture flows
• Performance analysis
• NPS
• Loyalty programs
• MGM programs
CATCH CONNECT CONVERT CHERISH

15. “ ”Inbound marketing catches and earns the
attention of your target audience, connects
by making the company easy to be found,
drives traffic by producing useful or fun content
that converts leads into customers, and
cherishes customers into promoters.

16. CONTENT DIGITAL
SOCIAL
DATA
AUTOMATION
1 TO 1
INBOUND
MARKETING
SEARCH
UX
DISPLAY

17. Inbound marketing I 7 key success factors
01. Brand
02. Customer
03.
Content
04.
Distribution
05. Data
06.
Automation
07.
Technology

18. 01. Brand

19. “Brand is what people say about you,
when you leave the room”
Jeff Bezos – CEO Amazon

20. Brand I take-away
▸ Be relevant
▸ Be interesting, or be useful
▸ Be customer-centric
▸ Think outside-in, not inside-out
▸ Be clear about it
▸ Brand positioning matrix

21. 02. Customer

23. Persona
Method originally developed by and for
web developers and UX-designers,
to prevent them for creating for themselves,
to prevent creation based on wrong assumptions,
to prevent dis-alignment during the project.

25. Destination map
Inbound marketing is all about providing the
right content during each phase of a customers’ journey.
A destination map is a useful method for
mapping out a personas’ buying process.

27. Customer I take-away
▸ Do the work!
▸ Analyse customer data, behavior (qualitative, quantitative)
▸ Make it come alive, using persona (insight, alignment, experience)
▸ Inbound: catch, connect, convert, cherish
▸ That’s a buying process
▸ Make it come alive using a destination map (insight, alignment, experience)

28. 03. Content

29. WHAT IS
YOUR BRAND
ABOUT?
WHAT IS YOUR
CONSUMER
NEED?
PERSONA
Content is king
THE C-SPOT

30. Three basic questions
1. What are the content territories we are going to talk about?
2. What are the content types and formats we are going to use?
3. How to combine both into content scenario’s that lead to conversion?

31. Which content territories?

32. Which content types and formats?
infographic
video
guide
how-to (step-by-step)
lists
article

33. What are the scenario’s that lead to conversion?
Conversion
Getting someone
to act is the final
step of the
content journey

34. 04. Distribution

35. Distribution is queen
Being found and shared
PAID MEDIA

36. Content Darwinism
is about effectiveness and relevance.
Content is a process
There’s no such thing as a perfect content piece
Only the best content is allowed to evolve
Whether it is to catch, connect or convert the audience
Optimise relentlessly
Optimise, optimise, optimise

37. Content scoring
Tells us which content is working best at each stage of the path of conversion.
METRICS
RELATIVE
SCORES CATCH CONNECT CONVERT
New
sessions
Organic
sessions
Avg.
session
duration
Non-exit
rate
Subscribe
rate
Product
actions

38. In practice
Content Name Reach
Content Scores
CATCH CONNECT CONVERT
Canning 101 | Home Made Simple 26.886 82 82 12
Home Made Simple – Why subscribe? 11.903 71 41 100
How To Properly Set Your Table 4.718 65 71 47
How to Reuse Jars 3.171 100 76 82
Freezer Jams 3.050 12 100 18

39. Content and content distribution I take-aways
▸ The C-spot is hard to find: deep insights into consumer needs and own brand will
help you find it.
▸ Distribution is queen, and she rules.
▸ There’s no such thing as a perfect content piece: optimise, optimise, optimise

40. 05. Data

41. Business metrics
+1 visit from identified customer base
(increase in turnover)
Tactical metrics
DATABASE
Growth of customer base
PURCHASE
Rec, Freq, Mon (RFM)
INTERACTION
Email/DM response
RELATIONSHIP
Net Promotor Score
Campaign metrics
Objectives, KPI’s
Results
Open rates
Click rates
Click analysis
(what)
Conversion rates
Cost per
conversion
Responder
Profile
(who)
Content metrics
Contact metrics (lead, customer)
KPI I framework

42. ▸ Data analytics is an ongoing process.
▸ Only the ones working hard, will gain the most out of it.
▸ Define measurable KPI’s on multiple levels
▸ If you screw up data collection you screw up all subsequent stages.
▸ Get it right from the get-go.
▸ Data visualization makes interpretation easier.
▸ Study and learn from your cockpit
Data I take-away

43. 06. Automation

44. Meet Susan
42 year-old, mother of three
Outdoor enthusiast
Planning Colorado hiking trip

45. Hiking in Colorado
Susan starts her journey, with Google …

46. … which leads to Northern trail outfitters (NTO)

47. Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
She discovers their website …

48. Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
… and creates an account through Facebook.

49. Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome
Upon which she receives a personalized mail …

50. Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome
MOBILE: App Installed
… encouraging her to download the app.
(Targetted offers)

51. Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location
MOBILE: App Installed
Susan’s store experience gets enhanced.

52. Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location,
1st Purchase
MOBILE: App Installed
She receives a receipt with personalized content.

53. Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location,
1st Purchase, Advocate
MOBILE: App Installed
Susan post to Facebook about her experience.

54. Susan’s customer journey

55. Create individual interactions, at scale,
with millions of customers, to boost experience
Communicate through multiple channels
Leverage data and insights, optimizing
interactions, leading to more conversion
Measure performance across the entire
customer journey
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location,
1st Purchase, Advocate
MOBILE: App Installed
Automation I key benefits

56. Automation I customer/business processes

57. Automation I take-away
▸ Know who your taking to (persona’s) and how they buy (destination map)
▸ Detail the destination map, into specific parts of the customer journey
▸ Start-out by simply creating decisions trees with pen and paper
▸ Decision trees, break-down in a customer process (external) and business process (internal)
▸ Technology nowadays is intuitive and helpful, don’t be afraid
▸ Imagine the leverage on sales, marketing, customer service

58. 07. Technology

59. Technology I connecting the dots
Your BusinessYour Customers

60. Technology I connecting the dots
CRM
BICMS CCM Blog Social Search

61. Technology I take-away
▸ It’s not about technology, that’s just a means to an end.
▸ It’s supports customer interaction, and requires clear processes.
▸ The building blocks, or system architecture, for marketing is clear.
(CMS, CRM, CCM, DAM, Social, Search, BI)
▸ Word, Excel, Powerpoint, … have a lot of features we (hardly) never use.
▸ Think big, start small

62. What next?

63. A lot of players … (I)
▸ Advertising agencies, content creation
▸ Content, media agencies, content production
▸ Social, video production agencies, content distribution
▸ Search engine marketing agencies, conversion optimization
▸ E-mail marketing agencies, conversion, engagement and follow-up
▸ Technology vendors: CMS, CCM, CRM, SEM, SM, BI
Communication
Performance
marketing

64. A lot of players … (II)
▸ Advertising agencies, content creation
▸ Content, media agencies, content production
▸ Social, video production agencies, content distribution
▸ Search engine marketing agencies, conversion optimization
▸ E-mail marketing agencies, conversion, engagement and follow-up
▸ Technology vendors: CMS, CCM, CRM, SEM, SM, BI
Sales

65. INTEGRATE
INTEGRATE
INTEGRATE

66. PROCESS

67. We like to
CATCH, CONNECT, CONVERT and
CHERISH your customers
Daniel Schots
Daniel.schots@bbdo.be
0032 475 485 389