Downloaded 33 times
Uploaded byLaura "@pistachio" Fitton
MassChallenge Marketing Bootcamp
This document summarizes a presentation by Laura "Pistachio" Fitton about how marketing has been transformed. Some key points: - Marketing used to focus on attracting attention to yourself but now focuses on providing attention and value to others. Influence comes from being useful rather than hype. - The balance of power has shifted from companies controlling the message to the message and influencers controlling companies. Content must get found and convert prospects rather than just getting followers. - HubSpot consolidates the best inbound marketing methods like blogging, social media, SEO tools, and analytics to help companies implement these strategies. Marketing requires listening, learning, caring and serving customers rather than old sales approaches.
More Related Content
Similar to MassChallenge Marketing Bootcamp
MassChallenge Marketing Bootcamp
- 1. http://bit.ly/talkhubsp Social Media, Inbound Marketing and Bears!Oh My. Laura “@Pistachio” Fitton 6-27-12
- 2. 1 Who am I to talk? 2 Marketing has been Transformed 34 How are YOU Doing?
- 3. 1 Who am I to talk?
- 4. I’m Laura @PistachioFitton. I work at It’s nice to meet you. 2011: #2 12.5 MILLION Marketing Leads Blog Generated 186,000 Twitter 6,500 Followers Customers 700+ 4.5 million VARs Users All-in-one marketing software
- 5. Laura Fitton, May2007 Homebound mom. Two kids under two. Where do I upgrade my browser? What’s Web 2.0? Twitter is Dumb! NO business network in Boston
- 8. “Laura Fitton… has thousandsof people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead” -Seth Godin, Tribes
- 10.
- 11. (Don’t Believe the)Hype http://bit.ly/talkhubspot
- 12. How did THAT Happen??! Photo: http://www.flickr.com/photos/furryscalyman/
- 13. 2 Marketing has been Transformed
- 14.
- 15. 1990 Sales Demo Please tell me about your product. You have my undivided attention.
- 16. 2012 Sales Demo Search “Reviews Does their blog for Company XYZ” Do I know make them look anyone who smart? works there? Is there a demo video from an Do they actual user? have a Anyone use mobile app? Company XYZ? What’s it like?
- 17. The balance ofpower shifted mere mortal
- 19. The Message is the Influencer. http://twitpic.com/135xa by @JKrums
- 20. “ Any to Many
- 21. Influence (was) Attract attentionto yourself
- 22. Influence (is) Provide attention& value to others
- 23. “ How Can I GetMore Followers?
- 24. You don’t justwant a following. 24
- 25.
- 26. “ E h rr sm tin wr ra in o ite w e o e g ot ed g r it B n m Fa k e j in rn l a in h h do something wr w in a o t ot r g b u. h it Image Credit: lhalstead
- 27. Get Found. Convert. Analyze. Prospect Marketing Blogging Intelligence Analytics Website Lead Competitor Intelligence Tracking Social Landing Media Pages Blog Analytics Email SEO Tools Manager Advanced Lead Marketing Analytics Nurturing
- 29. 4 How are YOU Doing?
- 30.
- 31.
- 32.
- 33.
- 34.
- 35. “ BE US UL EF !!!!
- 36.
- 37. “ Listen. Learn. Care. Serve.
- 38. “ Im age C re d it: F otograp h ia G u e rilla M k te utm r ae h c s eo the hero o yu fo r sr ty o. A nH n l n ad y e C ie C ne t f e h f o tn Of r ic M rein Po aktg rf s T et b o! we Q o e e ok ut
- 39.
- 43. Marketing is a Mess.
- 44. HubSpot consolidatesall the best inbound marketing methods in one spot
- 45.
- 46.
- 47. THANK YOU Learnmore today! THANK YOUhttp://bit.ly/talkhubspo THANK YOU
Editor's Notes
- #7 So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
- #8 So, I ’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world ’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio ’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
- #9 So, I ’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world ’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio ’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
- #10 So, I ’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world ’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio ’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
- #11 WHY I FOUNDED ONEFORTY: Make sense of the exploding and confusing ecosystem of tools for businesses using Twitter that I was working with in my consulting.
- #12 WHY I FOUNDED ONEFORTY: Make sense of the exploding and confusing ecosystem of tools for businesses using Twitter that I was working with in my consulting.
- #15 Swap the dude that’s supposed to be your dad with a photo of your real dad. The way I set up the animation you can speak to how your dad gets info – then click and start with “well, I get a lot of info from tv as well… but I also get a shitload of info through email, twitter, etc… whereas newspapers, the phone, and mail don’t even register”
- #21 36% feel Twitter is important or critical to their business, gaining 15% points over last year’s 21% 89% feel it is at least somewhat useful.
- #22 Mainly, during this aberrant period of mass media. Prior to that, (and to some extent, even during it on local levels,) we can to a very fine understanding of how influence is garnered, bargained, shared
- #27 And it is PARTICULARLY GOOD at picking up and relaying exceptional stuff.
- #44 Marketing has gotten complicated
- #45 HubSpot consolidates all the best inbound marketing methods in one spot