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INBOUND MARKETING: THE ART OF NOT SUCKING.
Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat [email protected]
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 [email protected]
