CRACKINGTHE INBOUND
MARKETING CODE
@VicDrover
Victor Drover
@SavvyPanda
Outbound

Marketing
@SavvyPanda
Buy Ads

Print, Mail, TV
@SavvyPanda
Buy Ads

Print, Mail, TV
Get More 

Distribution
@SavvyPanda
Buy Ads

Print, Mail, TV
Get More 

Distribution
Sell More

Products
@SavvyPanda
Make a Profit

Buy Ads

Print, Mail, TV
Get More 

Distribution
Sell More

Products
@SavvyPanda
Make a Profit

Buy Ads

Print, Mail, TV
Get More 

Distribution
Sell More

Products
Buy Ads

Print, Mail, TV
Get Some 

DistributionEEeekkk!

NOT SUSTAINABLE.
HARD TO MEASURE.
Everything

Changed
VS
Inbound MarketingOutbound Marketing
A change in strategy
PromotersCustomersLeadsVisitorsStrangers
The Inbound Process
Attract
PromotersCustomersLeadsVisitorsStrangers
The Inbound Process
Attract Convert
PromotersCustomersLeadsVisitorsStrangers
The Inbound Process
Attract Convert Close
PromotersCustomersLeadsVisitorsStrangers
The Inbound Process
Attract Convert Close Delight
PromotersCustomersLeadsVisitorsStrangers
The Inbound Process
Attract
VisitorsStrangers
Attract
SEO
Blogging
Guest Blogging
Social Media
VisitorsStrangers
Convert
LeadsVisitors
Convert
Premium Content
Smart CTAs
Landing Pages
Lead Nurturing
LeadsVisitors
RINGALICIOUS
PlanYour Perfect Wedding Today
Grab a 15% off coupon for the ring of your choice.
Name
Email
Website URL
Grab...
Close
CustomersLeads
Close
Follow-ups
Workflows
Lead Scoring
CRM Integrations
CustomersLeads
Lead Scoring
Delight
PromotersCustomers
Delight
Social Media
Email
Marketing Intelligence
PromotersCustomers
Turning customers into advocates
Attract
SEO
Blogging
Guest Blogging
Social Media
Convert
Premium Content
Smart CTAs
Landing Pages
Lead Nurturing
Close
Ema...
Strategy
Buying Cycle (Funnel)
Realize problem/need
EDUCATIONAL
Establish Buying Criteria
EvaluateVendors
AWARENESS
Perform Researc...
Relevant Content
blogs, ads, banners, PR, white	

papers, how-to guides
ebooks, buyers guides, independent	

articles, eve...
Relevant Content
blogs, ads, banners, PR, white	

papers, how-to guides
ebooks, buyers guides, independent	

articles, eve...
Email Automation
Day Email Topic (Ringalicious)
0 How to make the perfect wedding proposal.
3 How to judge ring quality.
7...
Managing Attrition
10,000 leads
100,000 website visitors
1000 sales-qualified leads
300 customers
100%
1%
0.3%
10%
Brides Grooms
Buyer Persona, Cheap Charlie
Cheap Charlie - About
BACKGROUND	

• Steady job, 3+ years at same company	

• Purchased his first car 2 years ago	

• larg...
Cheap Charlie - Needs
GOALS	

• Pay off debts (car and student loan).	

• Succeed at work, get promoted.	

• Get married, ...
Email Automation
Day Email Topic (Ringalicious)
0 How to make the perfect wedding proposal.
3 How to judge ring quality.
7...
Personas
Cheap Charlie Big-shot Bill
Sensible Sam Repeat Robert
Brides Grooms
Brides Grooms
Married couples
Brides Grooms
Married couples
Attract
SEO
Blogging
Guest Blogging
Social Media
Convert
Premium Content
Smart CTAs
Landing Pages
Lead Nurturing
Close
Ema...
Strategy
Buying stages,	

personas, timing,	

positioning
Marketing
Blogging, SEO,	

Social, Email
Culture
Transparency,	
...
Homework
Download Free eBook	

jInbound.com	

!
jinbound.com/jd14nl

@VicDrover @JoomlaInbound
vic@jInbound.com 855-Joomla...
Homework
Download Free eBook	

jInbound.com	

!
jinbound.com/jd14nl

@VicDrover @JoomlaInbound
vic@jInbound.com 855-Joomla...
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
Cracking the inbound marketing code   joomla!dagen 2014
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Cracking the inbound marketing code joomla!dagen 2014

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Here's the slides from my Inbound Marketing talk I delivered in Zeist, NL at Joomla!Dagen on March 23, 2014.

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Cracking the inbound marketing code joomla!dagen 2014

  1. 1. CRACKINGTHE INBOUND MARKETING CODE @VicDrover Victor Drover
  2. 2. @SavvyPanda
  3. 3. Outbound
 Marketing
  4. 4. @SavvyPanda Buy Ads
 Print, Mail, TV
  5. 5. @SavvyPanda Buy Ads
 Print, Mail, TV Get More 
 Distribution
  6. 6. @SavvyPanda Buy Ads
 Print, Mail, TV Get More 
 Distribution Sell More
 Products
  7. 7. @SavvyPanda Make a Profit
 Buy Ads
 Print, Mail, TV Get More 
 Distribution Sell More
 Products
  8. 8. @SavvyPanda Make a Profit
 Buy Ads
 Print, Mail, TV Get More 
 Distribution Sell More
 Products
  9. 9. Buy Ads
 Print, Mail, TV Get Some 
 DistributionEEeekkk!
 NOT SUSTAINABLE. HARD TO MEASURE.
  10. 10. Everything
 Changed
  11. 11. VS Inbound MarketingOutbound Marketing A change in strategy
  12. 12. PromotersCustomersLeadsVisitorsStrangers The Inbound Process
  13. 13. Attract PromotersCustomersLeadsVisitorsStrangers The Inbound Process
  14. 14. Attract Convert PromotersCustomersLeadsVisitorsStrangers The Inbound Process
  15. 15. Attract Convert Close PromotersCustomersLeadsVisitorsStrangers The Inbound Process
  16. 16. Attract Convert Close Delight PromotersCustomersLeadsVisitorsStrangers The Inbound Process
  17. 17. Attract VisitorsStrangers
  18. 18. Attract SEO Blogging Guest Blogging Social Media VisitorsStrangers
  19. 19. Convert LeadsVisitors
  20. 20. Convert Premium Content Smart CTAs Landing Pages Lead Nurturing LeadsVisitors
  21. 21. RINGALICIOUS PlanYour Perfect Wedding Today Grab a 15% off coupon for the ring of your choice. Name Email Website URL Grab Coupon Share this coupon If you’ve ever seen the movie Bride Wars, you are well aware that May is the most desirable wedding month.We want to help you prepare the perfect May wedding by finally proposing to your loved one! Grab this 15% off coupon on any Ringalicious ring to get started.
  22. 22. Close CustomersLeads
  23. 23. Close Follow-ups Workflows Lead Scoring CRM Integrations CustomersLeads
  24. 24. Lead Scoring
  25. 25. Delight PromotersCustomers
  26. 26. Delight Social Media Email Marketing Intelligence PromotersCustomers
  27. 27. Turning customers into advocates
  28. 28. Attract SEO Blogging Guest Blogging Social Media Convert Premium Content Smart CTAs Landing Pages Lead Nurturing Close Email Workflows Lead Scoring CRM Integrations Delight Social Media Email Marketing Intelligence PromotersCustomersLeadsVisitorsStrangers The Inbound Process
  29. 29. Strategy
  30. 30. Buying Cycle (Funnel) Realize problem/need EDUCATIONAL Establish Buying Criteria EvaluateVendors AWARENESS Perform Research VALIDATION SALES
  31. 31. Relevant Content blogs, ads, banners, PR, white papers, how-to guides ebooks, buyers guides, independent articles, events, Q&As, FAQs webinars, podcasts, 10 reasons, questions to ask, checklists testimonials, presentations, free trials/consults, competitive intel.
  32. 32. Relevant Content blogs, ads, banners, PR, white papers, how-to guides ebooks, buyers guides, independent articles, events, Q&As, FAQs webinars, podcasts, 10 reasons, questions to ask, checklists testimonials, presentations, free trials/consults, competitive intel. Attract Convert Close
  33. 33. Email Automation Day Email Topic (Ringalicious) 0 How to make the perfect wedding proposal. 3 How to judge ring quality. 7 Top 5 things to ask your jeweler. 9 How to spot suspicious diamonds. 14 Here’s a 15% off coupon. 28 How did we do? (survey)
  34. 34. Managing Attrition 10,000 leads 100,000 website visitors 1000 sales-qualified leads 300 customers 100% 1% 0.3% 10%
  35. 35. Brides Grooms
  36. 36. Buyer Persona, Cheap Charlie
  37. 37. Cheap Charlie - About BACKGROUND • Steady job, 3+ years at same company • Purchased his first car 2 years ago • large student load debt • rents an apartment
 DEMOGRAPHICS • Male • 28-35 years old • Income $45,000 • Urban Lifestyle
  38. 38. Cheap Charlie - Needs GOALS • Pay off debts (car and student loan). • Succeed at work, get promoted. • Get married, buy a home and start a family. • Start saving for retirement. ! CHALLENGES • With a lot of debt, every penny counts. • Large purchases will require financing. • Wants to propose to girlfriend, but does not know
 much about jewelry.
  39. 39. Email Automation Day Email Topic (Ringalicious) 0 How to make the perfect wedding proposal. 3 How to judge ring quality. 7 Top 5 things to ask your jeweler. 9 How to spot suspicious diamonds. 14 Here’s a 15% off coupon. 28 How did we do? (survey)
  40. 40. Personas Cheap Charlie Big-shot Bill Sensible Sam Repeat Robert
  41. 41. Brides Grooms
  42. 42. Brides Grooms Married couples
  43. 43. Brides Grooms Married couples
  44. 44. Attract SEO Blogging Guest Blogging Social Media Convert Premium Content Smart CTAs Landing Pages Lead Nurturing Close Email Workflows Lead Scoring CRM Integrations Delight Social Media Email Marketing Intelligence PromotersCustomersLeadsVisitorsStrangers Summary
  45. 45. Strategy Buying stages, personas, timing, positioning Marketing Blogging, SEO, Social, Email Culture Transparency, Helpful, Fun, Authentic
  46. 46. Homework Download Free eBook jInbound.com ! jinbound.com/jd14nl
 @VicDrover @JoomlaInbound vic@jInbound.com 855-JoomlaHelp
  47. 47. Homework Download Free eBook jInbound.com ! jinbound.com/jd14nl
 @VicDrover @JoomlaInbound vic@jInbound.com 855-JoomlaHelp

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