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CRAZE Conference: Digital Marketing in an Inbound World

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Digital Marketing in an
Inbound World.
(What’s your score?)
#CRAZEConf
Steve Haase
Senior Marketing Consultant
@HubSpot @S...

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Steve
Haase
Inbound Marketing Consultant,
HubSpot eCommerce Team

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AGENDA
1 What Is Inbound Marketing?
2 How to Do it.
3 Your Score.
4 Final Thought.

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CRAZE Conference: Digital Marketing in an Inbound World

  1. 1. Digital Marketing in an Inbound World. (What’s your score?) #CRAZEConf Steve Haase Senior Marketing Consultant @HubSpot @SteveHaase
  2. 2. Steve Haase Inbound Marketing Consultant, HubSpot eCommerce Team
  3. 3. AGENDA 1 What Is Inbound Marketing? 2 How to Do it. 3 Your Score. 4 Final Thought.
  4. 4. 1 WHAT IS INBOUND MARKETING?
  5. 5. Marketing people Inbound love #CRAZEConf
  6. 6. #CRAZEConf
  7. 7. MARKETING HAS A lovability PROBLEM. Stockbrokers Lawyers Car Salesman Lobbyists Marketers Less Lovable More Lovable #CRAZEConf
  8. 8. PEOPLE USED TO LOVE ME…Q: right?
  9. 9. WHAT HAPPENED?
  10. 10. A:WE HAVE CHANGED.
  11. 11. The way we live has changed.
  12. 12. Hours Worked Then Now
  13. 13. Office Then Now
  14. 14. Internet Then Now ?
  15. 15. Learn About Products Then Now
  16. 16. Buying Process Then Now
  17. 17. The old marketing 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened BROKEN. playbook is
  18. 18. NO ONE WAKES UP AND SAYS: “I want to see an ad.”
  19. 19. SO WHY DO MARKETERS WAKE UP AND SAY: “Let’s make an ad”?
  20. 20. In order to attract customers, marketers have to provide them with something they will love.
  21. 21. Cold Calling Cold Emails (Spam) Interruptive Ads Marketer - Centric Social Blogging Interactive Experiences Customer - Centric INBOUNDTRADITIONAL vs.
  22. 22. 2 HOW TO DO IT.
  23. 23. 7 Benefits.
  24. 24. Spend Less
  25. 25. Spend Less
  26. 26. Spend Less
  27. 27. Be Relevant
  28. 28. Move Fast
  29. 29. Move Fast
  30. 30. Move Fast
  31. 31. Mine the Data
  32. 32. Add Value
  33. 33. Personalize
  34. 34. Be Human
  35. 35. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ― Maya Angelou
  36. 36. 7 Activities. • Spend less • Be relevant • Move fast • Mine the data • Add value • Personalize • Be human
  37. 37. 3 YOUR SCORE.
  38. 38. How Are You Doing? • Spend less • Be relevant • Move fast • Mine the data • Add value • Personalize • Be human
  39. 39. Scale • 30 - 35 = Beast Mode • 22 - 29 = Cautiously Excellent • 16 - 21 = Pretty Okay • < 15 = Outbound Marketer
  40. 40. 4 FINAL THOUGHT.
  41. 41. Culture
  42. 42. “Culture is the tectonic movement of your business. It happens deep below the surface… and it influences everything.” @SteveHaase
  43. 43. HUMBLE EFFECTIVE ADAPTABLE REMARKABLE TRANSPARENT CultureCode.com
  44. 44. Thank You! Stay up to date at blog.hubspot.com/ecommerce And be sure to join the inbound discussion online by following @HubSpot and @SteveHaase

Editor's Notes

  • Working on her website to test these principles in real time.
  • 4. Specifically focusing on culture elements of your business.
  • Short answer, anyone? Marketing people love.
  • Another way to view inbound marketing: We want to attract strangers, etc.
  • http://www.gallup.com/poll/151460/record-rate-honesty-ethics-members-congress-low.aspx
  • Social, Freemium model, Google
  • Add zigzag from heart to magnet
  • Before the how, let’s talk about the WHY? Get responses: what are the benefits of inbound marketing through digital over traditional? Why are we doing digital instead of traditional?
  • Less expensive to invest in (you’re in charge, not radio station), you’ll experience growth over time from content (show blog traffic chart), and inbound leads are 61% cheaper than outbound. Test things out exceedingly cheaply.
  • Less expensive to invest in (you’re in charge, not radio station), you’ll experience growth over time from content (show blog traffic chart), and inbound leads are 61% cheaper than outbound. Test things out exceedingly cheaply.
  • More relevant: the channels + info + relationships that matter for your end user. Product reviews will increase on-page conversions by 30%. Study by the Pew Trust found 87% of North American adults access the internet.
  • 100x the traffic from a lightly promoted post that went viral on FB
  • Faster moving to change: you can write a blog post about something you just heard on the news (newsjacking or real time marketing. Sitstay example)
  • Faster moving to change: you can write a blog post about something you just heard on the news (newsjacking or real time marketing. Sitstay example)
  • Data rich. you get data: either personal or general, find out what works and what doesn’t. Show Conversion Assists screenshot
  • Do you know which pages are converting the most customers? Which ones are assisting? Why is that? Do more like that.
  • Add incremental value prior to the sale. Searchers want information, expect that kind of power and access. Are you giving it to them? Are you adding incremental value up to the sale, or just asking for it outright? Akin to asking for marriage on the first date. Be the other half of their heart in this picture.
  • 47% conversion rate.
  • Personalize it! Your website should not be the same for new visitors as it is for customers. Acknowledge the relationship, that’s what inbound is all about. Screenshot of Persona tool.
  • More human. The power of ideas and the spirit of generosity.
  • Show each of the areas on the screen, ask to grade themselves on 1-5 for each area.
  • I’ve shown you examples, told you where to look, gave you some time for self-reflection. What else is there? Culture.
  • Culture isn’t about parties and pizza day.
  • Comes from the top, but we all influence it. You need great culture to do great, human, remarkable marketing.
  • You can be great even if covered in mud, but it’s harder. Make a more profound impact. Better to create a great culture.
  • End presentations with an easy call-to-action.

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