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CRAZE Conference: Digital Marketing in an Inbound World

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Presented at the CRAZE Conference in NYC, you will learn how to create lovable marketing.

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

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