Inbound marketing the_art_of_not_sucking

INBOUND MARKETING: THE ART OF NOT SUCKING.

Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat kflanagan@hubspot.com

MARKETERS ARE NOT LOVED.

stockbrokers lawyerscar salespeople

lobbyists

marketers

Less Lovable More Lovable

?

WE CREATE BAD EXPERIENCES

don’t believe me, want some examples?

WE FAIL TO PERSONALISESO POTENTIAL CUSTOMERS AREJUST A STAT

WE TAKE SHORTCUTSBECAUSE REAL MARKETING IS HARD.

WE CONSTANTLY INTERRUPTWHAT PEOPLE ARE DOING

WE LOVE SHOUTINGABOUT OURSELVES

WE USE FUZZYMETRICS SO WE AREN’T MEASURED

I AM USING DISPLAY TO

CREATE BRAND AWARNESS. I

MEASURE CPM.

are youmarketi

ngLIKE THIS ?

Yes.

No.

if Yes.

you are definitely…

CREATE MARKETING PEOPLE LOVE.

INBOUND $*.

*$65 million in revenue from inbound leads

THE MAINTOOLSOF AN INBOUND MARKETER

BUILD MARKETING ASSETSCREATE VALUEABLE OFFERS

USE CONTEXT TO PERSONALISE

DATA DRIVEN

THE MAINTOOLSOF AN INBOUND MARKETER

BUILD MARKETING ASSETSCREATE VALUEABLE OFFERS

USE CONTEXT TO PERSONALISE

DATA DRIVEN

Free Interactive Tool4 million usersGreat PR coverage500,000+ opt-in emails

START ATTRACTING CONSUMERS THROUGH RELEVANT, USEFUL, EASY-TO-FIND CONTENT WHEN THEY NEED IT.

BE A PUBLISHING COMPANY FOR YOUR MARKET.

“WHAT

WOULD OPRAH

DO?”

THE MAINTOOLSOF AN INBOUND MARKETER

BUILD MARKETING ASSETSCREATE VALUEABLE OFFERS

USE CONTEXT TO PERSONALISE

DATA DRIVEN

CREATE AN OFFER OF VALUE.

CREATE AN OFFER OF VALUE.

#SOIM 2013 a lot bigger- 3500

participants- US vs INTL

data

CREATE A CONVERSION PATH.+

CALL TO ACTION

LANDING PAGE

PROMOTE THROUGH YOUR CHANNELS.

THE MAINTOOLSOF AN INBOUND MARKETER

BUILD MARKETING ASSETSCREATE VALUEABLE OFFERS

USE CONTEXT TO PERSONALISE

DATA DRIVEN

CONTEXT IS PERSONAL.

NOT ONE SIZE FITS ALL.

CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.

Complete 360° View of Contacts

Segmented & Personalized Email

Dynamic Personalized Website Calls to Action

CONTEXT MARKETING W/HUBSPOT.

THE MAINTOOLSOF AN INBOUND MARKETER

BUILD MARKETING ASSETSCREATE VALUEABLE OFFERS

USE CONTEXT TO PERSONALISE

DATA DRIVEN

Visits 25,199

Prospects 7,458

Opps Created 1,828

Demos Delivered 681

Customers 248

KNOW HOWYOU ARE PERFORMING ACROSS THE ENTIRE FUNNEL

Measure daily, Evolve Fast

You should be *OBSESSED* with data when generating content.

THIS STUFF REALLY WORKS.

TRAFFIC TO HUBSPOT.COM

2006 2007 2008 2009 2010 2011 20120

2000000

4000000

6000000

8000000

10000000

12000000

14000000

TRAFFIC TO BLOG.HUBSPOT.COM

2006 2007 2008 2009 2010 2011 20120

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

93%of customers reportedan increase in leads

38% of those customers doubled their lead flow in

just 12 months

Hubspot’s customer base added46,133,635contacts with inbound marketing

INBOUND MARKETING: THE ART OF NOT SUCKING.

Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat kflanagan@hubspot.com