INBOUND 2013 presentation by Kipp Bodnar. Register for INBOUND 2014 at www.inbound.com

1. WHAT THE F@*% IS
CONTEXT MARKETING?
Kipp Bodnar, Director of Marketing,
HubSpot
#INBOUND13

2. KIPP
BODNAR
@kippbodnar
I am a Trivia Junkie.

3. #INBOUND13

4. I TRY TO BE A
GOOD FRIEND

5. I SEND CARDS
I OFFER ADVICE
I BUY GIFTS
#INBOUND13

6. PERSPECTIVE:
Consumer/
Prospect
Every Company Wants To Be Our Friend

7. PROBLEM: COMPANIES
DON’T KNOWS US WELL
ENOUGH TO BE OUR FRIENDS

8. Most Don’t Want To
Know Us

9. You Are Different
You Care…

10. YOU ARE READY FOR
CONTEXT MARKETING.

11. “CONTEXT MARKETING
RESPECTS THE HABITS,
GOALS AND DEVICES OF
PEOPLE.”- @KIPPBODNAR
#INBOUND13

12. 8 Seconds
The average attention span of
American consumers in 2012.
Source: Statistic Brain

13. Non-Contextual
Marketing Is Death By
1,000 Clicks

14. Context Is Everywhere

15. WHAT IS A
KEYWORD?
DISHWASHER
MARKETING

16. “RIGHT NOW BIG APPLIANCE MAKERS
ONLY HAVE CONTACT WITH A BUYER
ONCE EVERY TEN YEARS OR SO, BUT
WITH CONNECTED DEVICES THEY COULD
MAKE THAT THREE TO FOUR TIMES A
WEEK.” – Bob Dahlberg, VP Business
Development at Arrayent

17. Context Isn't A Feature
It Is A Mindset

18. Most Marketer’s Today Use A Narrow
Context Marketing Strategy
PERSPECTIVE:
Consumer/
Prospect

19. 75%
of Marketers believe real-time
personalization is very
important.
Source: Direct Marketing Association

20. 97%
of Marketers believe
personalization of email is
important.
Source: Direct Marketing Association

21. The Narrow Context Marketing Strategy
Email Marketing
Relevant List Segment
Dynamic Subject Line
Dynamic Body Copy
Dynamic CTA

23. A Cross-Channel Strategy Is The Key To
Context Marketing Success
PERSPECTIVE:
Consumer/
Prospect

24. 29%
of Marketers personalize
across marketing channels
Source: Direct Marketing Association

25. The Broad Context Marketing Strategy
Personas
Dynamic Email
Content
Dynamic Website
Images and Copy
Personalized Social
Media Engagement
Mobile Optimized
Personalized
Landing Pages

26. “Content Marketing +
Context Marketing =
Inbound Marketing”
- @KIPPBODNAR
#INBOUND13

27. 3 Keys To Context Marketing
1 Habits
2 Goals
3 Devices

28. 1
Habits

29. “HABITS GUIDE EVERY
ACTION A PERSON TAKES.”
- @KIPPBODNAR
#INBOUND13

30. Lets
Deconstruct
Habits

31. Behavior Is The
Building Block
of Habits

32. Behavior Is The
Building Block
of Habits

34. Collect Demographic Information

35. “COLLECT DEMOGRAPHIC
INFO VIA PROGRESSIVE
PROFILING TO PROVIDE
BETTER CONTEXT”@KIPPBODNAR
#INBOUND13

36. Collect Demographic Information

37. “WITHOUT INTEGRATED
SYSTEMS CREATING
CONTEXT IS IMPOSSIBLE.”@KIPPBODNAR
#INBOUND13

38. Integrated Data Sources Needed For Context
"
"
"
"
"
Behavior Data – Website Analytics
Demographic Data – Landing Page Submissions
Sales Interactions – CRM Software
Social Media Activity – Social Media Analytics
Custom Data Sources

39. 2
Goals

40. “CONTEXT MARKETING
REQUIRES FOCUS ON
PEOPLE NOT TACTICS.”@KIPPBODNAR
#INBOUND13

41. Advance A Customer’s Goal
Not Your Agenda

42. You’ve Got The Content

43. Context Turbo Charges Content

44. Context Marketing Matrix*
Website
Awareness
Email
Blog
Landing
Pages
Social
Media
General
Homepage
Lead
Dynamic
Email Copy
Progressive
Profiling
MQL
Opportunity
Customer
*One matrix per buyer persona.
Product
Screenshots
and Use
Cases
Priority
Response

45. Websites Are Stuck In The 90s

50. SOME CONTENT IS
ONLY EFFECTIVE IN
THE RIGHT CONTEXT.

51. THE AVERAGE UNSUBSCRIBE SCREEN.

52. GROUPON’S UNSUBSCRIBE SCREEN.

53. HUBSPOT’S UNSUBSCRIBE SCREEN.

54. ENGAGEMENT THROUGH CONTEXT.
http://twitter.com/meaghano/status/1767991757

55. ENGAGEMENT THROUGH CONTEXT.

57. 3
Devices

58. “MOBILE DEVICES HAVE
BECOME LIFESTYLE
EXTENSIONS. MARKETERS
MUST RESPECT THEM”@KIPPBODNAR
#INBOUND13

59. 2013
The year when mobileconnected devices will exceed
the world’s population.
Source: Cisco

60. 23%
Of Americans now get news on
a combination of at least two
devices.
Source: Pew Research Center

61. Start with
Responsive Design

63. PERSPECTIVE:
Consumer/
Prospect
Context Turbo Charges
Content’s Value.

64. http://bit.ly/10VCTsK
PERSPECTIVE:
Consumer/
Prospect
Context Turbo Charges
Content’s Value.

65. Optimize Image
Sizes For Mobile
Web Connections

66. Cookies and
Multiple Devices

67. Contact Engagement Key To
Cross Device Context

68. Don’t Have Theme
Elements That
Waste Space

69. Context Doesn’t Need
To Be Complicated

70. Focus On A Broad Context Marketing Strategy
Personas
Dynamic Email
Content
Dynamic Website
Images and Copy
Personalized Social
Media Engagement
Mobile Optimized
Personalized
Landing Pages

71. FIND MOMENTS WHEN CONTEXT MATTERS

72. Be Responsive

73. “TREAT PROSPECTS AND
CUSTOMERS LIKE
PEOPLE NOT NUMBERS”@KIPPBODNAR
#INBOUND13

74. QUESTIONS?