Learn about the evolution of inbound marketing and find out what our experts predict the future holds for inbound marketers.

1. The Past, Present & Future of
Inbound Marketing
Kathleen Booth
@workmommmywork
#IMW15

2. Kathleen Booth
CEO
Quintain Marketing
@workmommywork
2
About the Presenter
#IMW15

3. 3
The Past

4. - Peter Drucker, 1974
The aim of marketing is to know and
understand the customer so well that the
product and service fits him and sells itself.
Ideally, marketing should result in a customer
who is ready to buy. All that should be needed
then is to make the product or service
available; i.e., logistics rather than
salesmanship, and statistical distribution
rather than promotion.
Author & Business Management Guru
#IMW15 4

5. - Seth Godin, 1999
Permission marketing…offers the
consumer an opportunity to volunteer to
be marketed to. By talking only to
volunteers, Permission Marketing
guarantees that consumers pay more
attention to the marketing messages.
Author & Marketing Guru
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6. - Brian Halligan, 2009
Today, prospects have made about 60% of
their purchase decision before talking to a
sales rep. The buyer is more than halfway sure
whether or not they’re going to be your next
customer based solely on information they’ve
discovered online. This means your website
and content are your de facto sales reps for the
majority of the buying process.
Co-Founder, HubSpot
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7. The Way People Buy Has Changed
PRE-INTERNET
• Buyer: Relatively uninformed
• Buying Journey: Linear
• Marketing Playbook: Interrupt
(cold calling and advertising)
TODAY
• Buyer: Well-informed
• Buying Journey: Fluid and random -
starts with Google
• Marketing Playbook: Thought
leadership through content creation
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People were SOLD things People BUY things
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8. VCRs.
Caller ID.
DVRs.
The Do Not Call list.
Spam software.
Broadband internet.
Smartphones.
Social media.
This
changed
everything.
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10. That was then…
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Marketing tactics that are organic, permission-based, not paid and aimed at helping a company or organization get found
online, organized into a system called inbound marketing:
INBOUND MARKETING
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11. 11
The Present

12. - Simon Sinek, 2014
People don’t buy what you do, they
buy why you do it.
Author & TED Speaker
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13. - Marcus Sheridan, 2014
The businesses that see themselves
as teachers and problem solvers,
and then take the time to tell the
world what they know, are going to
earn the most trust and ultimately the
most business.
Founder, The Sales Lion
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14. - Mark Roberge, 2013
The best companies win with
inbound marketing by deeply
engaging and aligning with their
sales department so both parts of the
business are more measurable,
scalable and effective.
SVP of Sales, HubSpot
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15. This is now…
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Leveraging inbound marketing to build trust with prospective customers and strengthening the alignment between
marketing and sales to drive conversions and close sales:
INBOUND MARKETING
CRM
Marketing
Software
Sales
Marketing
Prospects &
Customers
#IMW15

16. 16
The Future

17. - Tony Fadell
In this connected age, no company
can stay bound to ‘I’m just going to
make this one piece of the puzzle.’
Founder & CEO, Nest
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18. - Jean Oelwang
As the world becomes more
interconnected, openness will
become more important. Honest
dialogue will become the new power,
the new success, the new sexy.
CEO, Virgin Unite
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19. Here’s what’s coming…
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As our world becomes more interconnected, technology will increase the pace of change, and the new marketer will be
highly tech saavy:
INBOUND MARKETING
► Content is now delivered via websites and social media computers, tablets and phones. The
future will bring an explosion of new “smart” technology (cars, wearables, etc.) capable of
delivering content to anyone at any time
► Search engines will be less important as apps, programs and devices use predictive
technology that “knows” what we need and when we need it (Spotify, etc.)
► As more companies and organizations adopt inbound marketing, the role of influencers will
increase as a way of establishing authority and trust
► Inbound marketing will just be called “inbound” as it rolls out to not just marketing, but sales,
HR, management, etc.
#IMW15

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