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FAIL FAST, FAIL CHEAP, 
SUCCEED FASTER 
05/08/2014 
Chuck Miller 
Managing Principal & Co-Founder 
The Market Element LLC 
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
I have not failed. I've just 
found 10,000 ways that 
won't work. 
“ 
” 
– Thomas Edison
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER 
• Why Inbound??? 
• Inbound Marketing 
Methodology 
• Foundational 
Components 
• Inbound Strategy Map 
• Inbound Marketing ROI 
• Fail Fast, Fail Cheap, 
Succeed Faster
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
WHY INBOUND??? 
WHAT 
Based on rich, compelling and contextual content, inbound marketing 
leverages online channels and communities to be found and 
convert tomorrow’s customers – “Pull Marketing.” 
WHY 
“Push” vs. “Pull” 
Marketing 
Successful implementation of inbound marketing practices have been 
proven to increase leads, conversion rates, revenue, ROI, and overall 
delight customers.
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
WHY INBOUND??? 
Inbound marketing delivers 
54% more leads into the 
marketing funnel than 
traditional outbound leads 
Source: HubSpot
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
WHY INBOUND? 
Inbound leads cost 
61% LESS 
than outbound leads. 
Source: Search Engine Journal
Percent of marketers who indicated that X was a top 
marketing challenge 
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
25% 
20% 
16% 
11% 
9% 
8% 
5% 
30% 
25% 
20% 
15% 
10% 
5% 
0% 
Securing 
enough 
budget 
Controlling 
my 
technology 
or website 
Targeting 
content for 
an 
international 
audience 
Hiring top 
talent 
Team 
training 
Finding an 
executive 
sponsor 
WHY INBOUND? 
Proving ROI 
of marketing 
activities 
Survey N = 3,339 
Source: HubSpot
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
INBOUND MARKETING METHODOLOGY 
Along the top are the actions inbound companies 
use to obtain – and retain – new customers.
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
INBOUND MARKETING METHODOLOGY 
Along the bottom are the tactics inbound 
companies use to accomplish these actions.
WEBSITE SEO/SEM Social Media Email Measurement 
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
FOUNDATIONAL COMPONENTS 
Rich, Compelling 
& Contextual 
Content 
Persona Focus 
Easy to Navigate & 
Purchase 
Blogging 
Keywords 
On/Off page SEO 
Inbound Links 
Adwords 
Affiliate Marketing 
Stakeholder 
Engagement 
Regular and 
frequent postings 
Not always about 
selling 
Clear, Specific and 
Targeted 
Messaging 
Customized & 
Segmented to 
Market 
Email Types 
Benchmarks 
KPI’s 
ROI 
Marketing 
Automation
Content 1 Content 2 Content 3 Content 4 
Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4 
Campaign 1 Campaign 2 Campaign 3 Campaign 4 
Blog 1 Blog 2 Blog 3 Blog 4 
Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4 
Keywords 1 Keywords 2 Keywords 3 Keywords 4 
Content 1 Content 2 Content 3 Content 4 
Call To Action 1 Call To Action 2 Call To Action 4 
Content 1 Content 2 Content 3 Content 4 
Workflow 1 
Segmentation 1 Segmentation 2 Segmentation 3 Segmentation 4 
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
INBOUND STRATEGY MAP [TEMPLATE] 
Attract Convert Close Delight 
Website 
SEM/SEO 
Social Media 
Email 
Marketing 
Measurement 
Call To Action 3 
Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4 
Workflow 2 Workflow 3 Workflow 4 
KPI’s 1 KPI’s 2 KPI’s 3 KPI’s 4 
Report 1 Report 2 Report 3 Report 4
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
INBOUND MARKETING ROI 
HubSpot customers reached 3.51x 
more visitors per month within 1 year. 
HubSpot customers reached 
6.12x more leads per 
month within 1 year. 
VISITORS 
LEADS 
CUSTOMERS 
69% of HubSpot 
customers saw an 
increase in sales 
revenue. 
Source: HubSpot 
Potential 
Failure Point 
Potential 
Failure Point 
Potential 
Failure Point
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER 
Effective Implementation of Inbound Marketing will increase your odds of 
success, but equally important, it will help you manage failures in real-time. 
Manage Failure To Achieve Your Ultimate Objectives! 
• Data Driven Marketing Decisions 
– Systems (HubSpot, Marketo, SilverPop, Kenitco, Eloqua, etc) 
– Processes (KPI’s, Benchmark, Workflows, A/B Testing) 
– Reporting (Real-Time Analytics) 
• S.M.A.R.T. Campaigns & Promotions 
– Targeted Personas 
– Segmentation Focus 
– Progressive Profiling Opportunities 
– Lead Score 
– Real-Time Adjustments ~ PLAN B, C, D…. 
• Post Mortems Are Essential 
– Causation, Effect, and Learnings 
• “Don’t Be Afraid To Fail…Be Afraid Not To Try” ~ Unknown
T H E IN N OVAT ION EL EMEN T 
SPRIN G 2 0 1 4 
Thank You!

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Fail Fast, Fail Chep, Succeed Faster

  • 1. FAIL FAST, FAIL CHEAP, SUCCEED FASTER 05/08/2014 Chuck Miller Managing Principal & Co-Founder The Market Element LLC T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4
  • 2. T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 I have not failed. I've just found 10,000 ways that won't work. “ ” – Thomas Edison
  • 3. T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER • Why Inbound??? • Inbound Marketing Methodology • Foundational Components • Inbound Strategy Map • Inbound Marketing ROI • Fail Fast, Fail Cheap, Succeed Faster
  • 4. T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 WHY INBOUND??? WHAT Based on rich, compelling and contextual content, inbound marketing leverages online channels and communities to be found and convert tomorrow’s customers – “Pull Marketing.” WHY “Push” vs. “Pull” Marketing Successful implementation of inbound marketing practices have been proven to increase leads, conversion rates, revenue, ROI, and overall delight customers.
  • 5. T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 WHY INBOUND??? Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads Source: HubSpot
  • 6. T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 WHY INBOUND? Inbound leads cost 61% LESS than outbound leads. Source: Search Engine Journal
  • 7. Percent of marketers who indicated that X was a top marketing challenge T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 25% 20% 16% 11% 9% 8% 5% 30% 25% 20% 15% 10% 5% 0% Securing enough budget Controlling my technology or website Targeting content for an international audience Hiring top talent Team training Finding an executive sponsor WHY INBOUND? Proving ROI of marketing activities Survey N = 3,339 Source: HubSpot
  • 8. T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 INBOUND MARKETING METHODOLOGY Along the top are the actions inbound companies use to obtain – and retain – new customers.
  • 9. T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 INBOUND MARKETING METHODOLOGY Along the bottom are the tactics inbound companies use to accomplish these actions.
  • 10. WEBSITE SEO/SEM Social Media Email Measurement T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 FOUNDATIONAL COMPONENTS Rich, Compelling & Contextual Content Persona Focus Easy to Navigate & Purchase Blogging Keywords On/Off page SEO Inbound Links Adwords Affiliate Marketing Stakeholder Engagement Regular and frequent postings Not always about selling Clear, Specific and Targeted Messaging Customized & Segmented to Market Email Types Benchmarks KPI’s ROI Marketing Automation
  • 11. Content 1 Content 2 Content 3 Content 4 Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4 Campaign 1 Campaign 2 Campaign 3 Campaign 4 Blog 1 Blog 2 Blog 3 Blog 4 Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4 Keywords 1 Keywords 2 Keywords 3 Keywords 4 Content 1 Content 2 Content 3 Content 4 Call To Action 1 Call To Action 2 Call To Action 4 Content 1 Content 2 Content 3 Content 4 Workflow 1 Segmentation 1 Segmentation 2 Segmentation 3 Segmentation 4 T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 INBOUND STRATEGY MAP [TEMPLATE] Attract Convert Close Delight Website SEM/SEO Social Media Email Marketing Measurement Call To Action 3 Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4 Workflow 2 Workflow 3 Workflow 4 KPI’s 1 KPI’s 2 KPI’s 3 KPI’s 4 Report 1 Report 2 Report 3 Report 4
  • 12. T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 INBOUND MARKETING ROI HubSpot customers reached 3.51x more visitors per month within 1 year. HubSpot customers reached 6.12x more leads per month within 1 year. VISITORS LEADS CUSTOMERS 69% of HubSpot customers saw an increase in sales revenue. Source: HubSpot Potential Failure Point Potential Failure Point Potential Failure Point
  • 13. T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER Effective Implementation of Inbound Marketing will increase your odds of success, but equally important, it will help you manage failures in real-time. Manage Failure To Achieve Your Ultimate Objectives! • Data Driven Marketing Decisions – Systems (HubSpot, Marketo, SilverPop, Kenitco, Eloqua, etc) – Processes (KPI’s, Benchmark, Workflows, A/B Testing) – Reporting (Real-Time Analytics) • S.M.A.R.T. Campaigns & Promotions – Targeted Personas – Segmentation Focus – Progressive Profiling Opportunities – Lead Score – Real-Time Adjustments ~ PLAN B, C, D…. • Post Mortems Are Essential – Causation, Effect, and Learnings • “Don’t Be Afraid To Fail…Be Afraid Not To Try” ~ Unknown
  • 14. T H E IN N OVAT ION EL EMEN T SPRIN G 2 0 1 4 Thank You!