This year, 48% of marketers plan to increase their inbound marketing spending – the third year in a row that inbound budgets are increasing at a near 50% pace. This shift is happening for good reason. Inbound marketing consistently delivers 54% more leads into the funnel at a lower cost compared to traditional tactics.
Contrary to belief, inbound is not just for small business. Larger organizations such as Salesforce, NEC, Thermo Fisher, and Tufts have implemented inbound marketing to improve demand generation, ROI, and lead quality. And during in this webinar, we're going show you how they did it.
15. The old marketing
86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opened
BROKEN.
playbook is
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16. vs
vs
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
INBOUND
(Permission)
OUTBOUND
(Interruption)
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19. Inbound marketing is about…
Building trust, not skepticism
Being loved, not ignored
Out-smarting, not out-spending
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20. 48% of marketers plan to
increase inbound spending.
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21. WHAT YOU’LL LEARN TODAY:
1. Enterprise marketing & branding in the inbound age
2. Components of a best-in-class inbound strategy
3. Hiring and organizing a team of inbound marketers
4. Real-life case studies of inbound success
5. Live Q&A
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24. Where Does Inbound Fit In?
Type Definition Examples The Role Benefits Challenges
Owned Media Channel a
brand controls
Website
Mobile
Blog
Twitter
Build for longer-term
relationships with existing
and potential customers
and earn media
Control
Sost efficiency
Longevity
Versatility
Takes to scale
Paid Media Brand pays to
leverage
channel
Paid search
Ads
Sponsorships
To get immediate, short-
term results from an under-
utilized channel
Immediacy
Scale
Control
Clutter
Declining response
rates
Poor credibility
Earned Media When
customers
become the
channel
Word of
Mouth
Buzz
Listen and respond - often
the result of well-executed
and well-coordinated
owned and paid media
Most credible
Transparent
No control
Scale
Hard to measure
Credit: Forrester Research
28. “Connecting used to be, ‘Here’s
some product, and here’s some
advertising. We hope you like it….
Connecting today is about
dialogue and education.”
- Nike CEO Mark Parker
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32. Customer
Offer Landing Page CTAs
Website Blog Email Paid Press Co-Marketing Video SlideShare Mobile
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33. How Effective Enterprise Marketers Increase Revenue
Create blog content, search engine optimize (SEO)
your content, and promote it on social media sites.
Place calls-to-action throughout your website, blog, social
accounts and email to drive visitors to landing pages with forms.
Send leads targeted, automated emails to drive them along your
buying cycle. Provide your sales team with lead intelligence so they
can make more effective sales calls.
Analyze the success of your marketing campaigns, and determine
which areas need further optimizations for future success.Analyze
Get
Customers
Get Traffic
Get Leads
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36. HubSpot’s Marketing Team
Top of Funnel
Middle of
Funnel
Product Mktg Brand & Buzz
Results / Metrics
• Website visitors
• New contacts
generated
Activity
• Blog articles
• Ebooks & webinars
• Social engagement
• Other content
Results / Metrics
• Revenue pipeline $
• Sales goal %
Activity
• Lead nurturing
• Lead scoring
• Sales coordination
Results / Metrics
• Sales test scores
• % sales selling
various features
• User testing
Activity
• Product content
• Sales and other
product training
Results / Metrics
• Event attendance
and survey feedback
• PR hits, brand traffic
Activity
• Events
• PR pitches
• Videos & graphics
37. The Marketing SLA
Lead Type Lead Value
Webinar $.07
eBook $.05
Free Trial $.45
Demo Request $.95
Owner Ollie Leads
(1-100 Employees)
Lead Type Lead Value
Webinar $.35
eBook $.45
Free Trial $2.10
Demo Request $2.75
Marketing Mary Leads
(100-2,000 Employees)
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