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CRUSH
                 YOUR COMPETITORS
                    with Inbound
                     Marketing




Brian Halligan
@bhalligan
#KillingIt                          1
I’m Brian Halligan.
Nice to meet you.




                          #KillingIt

           @bhalligan
           CEO @HubSpot
How to CRUSH Your Competitors

 1   Go Inbound



 2   Become a TOFU Titan


 3   Master Your MOFU



 4   Build a Killer Inbound Team


 5   Crush the Competition!
1   Go
    Inbound
The Marketing Playbook




                         5
The Marketing Playbook IS BROKEN.




                    CALLER
                      ID




                                6
Humans Are Changing




                      7
SEO
                             Blogging
                           Social Media
                           Viral Videos
                            Freemium
                              Trials




                  VS.

                   Email
Telemarketing
  Direct Mail
 Email Blasts
Print/Radio Ads
       PR
 Paid Search



                                          8
VS.


      9
VS.


      10
THE GREATEST
DANGER FOR MOST
OF US IS NOT THAT
OUR AIM IS TOO HIGH
& WE MISS IT,
BUT THAT IT IS TOO
LOW,
& WE REACH IT.
Become

2   a
    TOFU
    Titan
A Create Content

                   • Blog.HubSpot.com

                   • YouTube.com/HubSpot

                   • Slideshare.com/HubSpot

                   • Flickr.com/HubSpot

                   • HubSpot.TV




                                           13
LINKS
 ARE THE
CURRENCY
  OF THE
INTERNET   14
B Optimize

  “100 AWESOME
  Marketing Stats,
      Charts &
      Graphs”
             vs. “100 Charts”
                                15
analysis                    review                  product
     answers                                                            why
                                 advice
                                                            top
   questions


  INSIGHT
     S.
recent

  best
            facts
                               soon
                                        great
                                                        tips
                                                                 build
     Source: Data from the Science of Blogging - http://bit.ly/ezRm8w         16
great                          retweet                  please retweet
       twitter
 follow please social                                          social media

                                                                           blog

post
                  media
blog post    how to       10    top
       free
 help       new blog post check out
        Source: Data from the Science of Blogging - http://bit.ly/ezRm8w          17
C Promote




            18
AVERAGE CONTENT.

CYCLE            0     1   2     12
# Infected         1   2   3     13
Times Transmitted 2    2   2      2
Conversion Rate 0.5    0.5 0.5   0.5
Net New Infections 1    1 1       1


                                       19
Average Content Gets Shared
14

                                                        13
12



10



 8



 6



 4



 2



 0
     1   2   3   4   5   6   7   8   9   10   11   12   13
                                                             20
AWESOME CONTENT.

CYCLE            0     1   2      12
# Infected         1   3   7      8,191
Times Transmitted 4    8   16    16,384
Conversion Rate 0.5    0.5 0.5    0.5
Net New Infections 2    4 8       8,192


                                       21
AWESOME Content Gets Shared MORE
9000


8000
                                                     8,191
7000


6000


5000


4000


3000


2000


1000


  0
       1   2   3   4   5   6   7   8   9   10   11   12   13
                                                               22
9000               13          VS.         8,191
8000


7000


6000


5000


4000


3000


2000


1000


  0
       1   2   3   4   5   6   7   8   9    10   11   12   13
                                                                23
EITHER WRITE
SOMETHING WORTH
READING OR DO
SOMETHING WORTH
WRITING.

—Benjamin Franklin
Master
3   Your
    MOFU
WHAT DO
THESE
COMPANIES
HAVE IN
COMMON?
            26
$150B
  $92B
    $50B

         $12B

          $10B

                $8B
                      27
A Usage & Conversion

                        Better
   More Usage           Personalization




Better Conversion       Better Value




                                          28
B Users & Conversion

                        Better
    More Users          Personalization




Better Conversion           Better Value




                                           29
30
31
32
33
34
USER ACTIVITY




      f +     Facebook Follow
                                Purchase Hx
                                              $
       Page Visits

                                   Webinar


            Blog Sub

                                                  PERSONALIZATIO

                                                            Web




                                                                  Email




                                                   Mobile

                                                                          35
Visitor




 Join our Community!   %
   YOUR NAME

YOUR COMPANY               NO
YOUR WEBSITE




                                36
User



Welcome back, Brian!

Activity from Your Network:   %
• Item A
• Item B
• Item C
                                  YES
Webinars You Missed:
• Webinar 1
• Webinar 2
• Webinar 3


                                        37
Customer



                                                  Elite
Welcome back, Brian!

Activity from Your Network:                               %
• Item A
• Item B
• Item C
                              You’ll love these
                              blog articles:                  PERSONALIZ
Webinars You Missed:                                          ED
• Webinar 1                     Item A
• Webinar 2                     Item B
• Webinar 3                     Item C



                                                                           38
IF I HAVE SEEN
A LITTLE FURTHER
IT IS BY STANDING
ON THE SHOULDERS
OF GIANTS.

—Isaac Newton
4
    Build a Killer
    Inbound
    Marketing
    Team
The Press Release Hire



                         Rent
                         Interrupt
                         Push
                         Outbound




                                     41
Digital
D
Analytical
A
Reach
R
Content Creator
C
The New Org Chart



                       @mvolp
                       e

  TOFU              MOFU        OTHER




                                        43
Empower EVERYONE.




                    44
MEASUR
E
OFTEN.
EVOLVE
FAST.    45
Write like a
     human,
     not a marketer.




46
TOF
 U




      MOF
       U
            47
DON’T
DIP YOUR
TOE IN
           48
JUMP IN
ALL THE WAY
              49
CRUSH
5   the
    Competition
51
52
53
54
55
Sell more like
                 .
Market more like
                     .
                         56
Get a Free
Inbound
Marketing
Assessment
Moscone North
1416
131
305

Moscone West
Level 2, Alcove 2

                    57
P.S. Free Unicorns!




                      Hubspot.com/freeunicorns
Thank You.
 Brian Halligan
 @bhalligan
 #KillingIt
Killing It! How to Crush the Competition with Inbound Marketing

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Killing It! How to Crush the Competition with Inbound Marketing

Notas do Editor

  1. Image credit http://www.flickr.com/photos/epzibah/443671606/sizes/l/in/photostream/
  2. Marta – Do you like the flame thing here? I used it throughout. If you think it is cool, lets leave it. If you think think you want to change these chapter marker slides to your standard ones that match the colors of the chapters listed on the previous slide, I’m down with that.
  3. Marta -- Feel free to make this one look better.
  4. M – Not sure this is the right font.
  5. Publisher + Marketer….win with content.Compounding interest in 401k accountWikipediaBlog, podcast, videos, webinars, presentations, ebooks, appsRemarkable content.
  6. Optimize for GoogleOptimize for social media
  7. Once you understand the scope of conversations, build out your personal brand profile on the key social channels on which the community engagesBring prospects to you by providing datasheets, white papers, and other assets they might want directly on your LinkedIn profile and SlideShareIf you like to write, start a blog: develop from being just another sales rep to a trusted advisor within the social marketplace
  8. I am fine with this chart, but I want the y axis on the chart to be 9000 and the line to end on 13.
  9. I am fine with this chart, but I want the y axis on the chart to be 9000 and the line to end on 13.
  10. I am fine with this chart, but I want the y axis on the chart to be 9000 and the line to end on 13.
  11. M – Not sure this is the right font.
  12. Make ‘circles’
  13. Make ‘circles’
  14. Your site should have a login.Your site should have x webinars not seen, y articles not read, etc.Leverage – each action by user is valuable….each additional user is valuable to see what works to convert
  15. Your site should have a login.Your site should have x webinars not seen, y articles not read, etc.Leverage – each action by user is valuable….each additional user is valuable to see what works to convert
  16. Your site should have a login.Your site should have x webinars not seen, y articles not read, etc.Leverage – each action by user is valuable….each additional user is valuable to see what works to convert
  17. M – Not sure this is the right font.
  18. Coke’s CMO – renter. Press Release hire.
  19. Having better information available to your entire team helps them have the right presence when they are having natural conversations online and offline as part of their daily lives.
  20. If at all possible, measure you business monthly, not quarterly. If you measure monthly, you can evolve 12 times a year, 3 times faster than if you measure quarterly. Evolving your business faster means you can test more, learn more and improve more. Startups need to test and learn quickly, while the cost to do so is low.
  21. Write & act like a human, not a like a marketer…don’t speak in marketer-speak. It is very unique to see someone speaking like themselves.
  22. Marta – Can you redo this guy to have it match our colors and feel.
  23. Assets – not inventory, machine tools, etc…links, ranks, reach.
  24. Assets – not inventory, machine tools, etc…links, ranks, reach.
  25. Here is where the iPad mention goes and the “plug” for the booth & RVIP…
  26. Here is where the iPad mention goes and the “plug” for the booth & RVIP…
  27. Image credit http://www.flickr.com/photos/epzibah/443671606/sizes/l/in/photostream/