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What is inbound marketing

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Michael Gower
Michael Gower

Outbound Marketing is no longer working effectively. The future is Inbound Marketing. Attract your prospects to you like bees to a honeypot.

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What  is   Inbound  Marke2ng?    
For  Starters   It’s  Not   Outbound  Marke2ng    
Outbound  Marke2ng   Techniques  Are  No   Longer  Working    
Do  Not  Call  Register   60%  of  UK  landlines   17,500,000  numbers   2,300,000  business  numbers   and  GROWING  every  day!  
Cold  Call  Reality     Average  Call  Connect  Rate      is  4.5%   That’s  22  aEempts  =  1  conversaHon!  
Cold  Call  Reality     If  you  assume:   3  to  6  conversaHons  =  1  meeHng   3  meeHngs  =  1  brief   3  briefs  =  1  win    
Cold  Call  Reality     It  will  take   900  aNempts  for  1  win!  
Cold  Email  Reality   Average  Open  Rate          13.5%   Average  Click  Through  Rate    0.8%  
Cold  Email  Reality     That’s     115  sent  =  1  read!    
And  BIG  Marketers  don’t   like  OUTBOUND  either    
Q:  Global  CMO          "How  do  agencies  get  through  to  you?    Have    you  ever  responded  to  a  cold  email  or  cold  call?      What  works?”      
A:  Global  CMO        “Nothing.    I  don't  know  why  IT  can't  figure  it    out  how  to  delete  those  messages    automaHcally.    No  cold  message  has  ever      worked.    If  I  need  something  I  will  find  you.”  
Inbound  Marke2ng   Is   The  Solu2on    
Your  Prospects  Start  Here   This is your new business card.! 30!
And  Your  Website   Becomes  Your     New  Business  Hub    
Using  Content  Marke2ng   Blog  posts,  social   Awareness   media,  PR   eBooks,  Webinars,   Research   white  papers   Buying   Cycle   Case  Studies,  demos,   Comparison   tes2monials   Mee2ngs,  proposals,   submissions,  pitches,   Purchase   presenta2ons    
Organic  SEO   &   Social  Media    
You  ANract  Them  To  You   Create  &   OpHmise   Share   Publish   Blogs  &   High  Value   SEO   Social   Content   Media  
        And  You  Start  Collec2ng  Data                                            
That  Is  How     Website  Visitors     Become     LEADS    
And…It  Works!        A  2011  Study  By  MIT/Babson  College  Showed:          Website  Visitors    +13%  MoM          Website  Leads      +32%  MoM  
Shouldn’t  you  be  inbound  marke2ng?    
www.theinsideteam.co.uk    

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What is inbound marketing

  • 1. What  is   Inbound  Marke2ng?    
  • 2. For  Starters   It’s  Not   Outbound  Marke2ng    
  • 3. Outbound  Marke2ng   Techniques  Are  No   Longer  Working    
  • 4. Do  Not  Call  Register   60%  of  UK  landlines   17,500,000  numbers   2,300,000  business  numbers   and  GROWING  every  day!  
  • 5. Cold  Call  Reality     Average  Call  Connect  Rate      is  4.5%   That’s  22  aEempts  =  1  conversaHon!  
  • 6. Cold  Call  Reality     If  you  assume:   3  to  6  conversaHons  =  1  meeHng   3  meeHngs  =  1  brief   3  briefs  =  1  win    
  • 7. Cold  Call  Reality     It  will  take   900  aNempts  for  1  win!  
  • 8. Cold  Email  Reality   Average  Open  Rate          13.5%   Average  Click  Through  Rate    0.8%  
  • 9. Cold  Email  Reality     That’s     115  sent  =  1  read!    
  • 10. And  BIG  Marketers  don’t   like  OUTBOUND  either    
  • 11. Q:  Global  CMO          "How  do  agencies  get  through  to  you?    Have    you  ever  responded  to  a  cold  email  or  cold  call?      What  works?”      
  • 12. A:  Global  CMO        “Nothing.    I  don't  know  why  IT  can't  figure  it    out  how  to  delete  those  messages    automaHcally.    No  cold  message  has  ever      worked.    If  I  need  something  I  will  find  you.”  
  • 13. Inbound  Marke2ng   Is   The  Solu2on    
  • 14. Your  Prospects  Start  Here   This is your new business card.! 30!
  • 15. And  Your  Website   Becomes  Your     New  Business  Hub    
  • 16. Using  Content  Marke2ng   Blog  posts,  social   Awareness   media,  PR   eBooks,  Webinars,   Research   white  papers   Buying   Cycle   Case  Studies,  demos,   Comparison   tes2monials   Mee2ngs,  proposals,   submissions,  pitches,   Purchase   presenta2ons    
  • 17. Organic  SEO   &   Social  Media    
  • 18. You  ANract  Them  To  You   Create  &   OpHmise   Share   Publish   Blogs  &   High  Value   SEO   Social   Content   Media  
  • 19.         And  You  Start  Collec2ng  Data                                            
  • 20. That  Is  How     Website  Visitors     Become     LEADS    
  • 21. And…It  Works!        A  2011  Study  By  MIT/Babson  College  Showed:          Website  Visitors    +13%  MoM          Website  Leads      +32%  MoM  
  • 22. Shouldn’t  you  be  inbound  marke2ng?