Inbound Marketing has been around for 12 years now. What is the current state of this marketing strategy? How well has it been adopted? What are the current tactics and approaches that are working well in 2018?
2. WELCOME TO
2018 STATE OF INBOUND
Presented by: Red Reef Digital
Just a few housekeeping items before we begin.
All attendees are muted during the webinar.
Please raise your questions in the QA Box.
Questions will be taken at the end of the presentation.
3. TODAY’S WEBINAR PRESENTER
Sean Tibor
Marketing Strategist | Digital Expert | Salmon Enthusiast
Owner & Founder
Red Reef Digital
HubSpot Gold Partner
Brand Experience
• Crest
• Oral-B
• Scope
• Glide
• Fixodent
• Kaplan University
• Diagnostic Centers of America
4. “THE FUTURE IS ALREADY
HERE. IT’S JUST NOT VERY
EVENLY DISTRIBUTED.”
William Gibson
1993
5. MARKETING MYTH BUSTERS
TV ADVERTISING STILL WORKS FOR
AWARENESS AND DIRECT RESPONSE
BUSTED
94% OF CONSUMERS SKIP TV
COMMERCIALS
Source: HubSpot Global Interruptive Ads Survey, Q4 2015 – Q1 2016.
6. MARKETING MYTH BUSTERS
COLD CALLING IS AN EFFECTIVE WAY TO
ENGAGE LEADS
36% OF SALES PEOPLE SAY IT’S HARDER TO
CONNECT VIA PHONE VS 2-3 YEARS AGO
Source: HubSpot State of Inbound 2017 Report
BUSTED
7. MARKETING MYTH BUSTERS
PURCHASED EMAIL LISTS ARE A FAST AND
CHEAP WAY TO FIND LEADS
EMAILS TO OWNED LISTS HAVE 10X HIGHER
OPEN RATES THAN PURCHASED LISTS
Source: Mailchimp - https://blog.mailchimp.com/a-purchased-list-is-a-dead-list
BUSTED
8. AWARENESS
Prospect is experiencing and expressing symptoms of a problem or opportunity.
CONSIDERATION
Prospect has now clearly defined or given a name to their problem or opportunity.
DECISION
Prospect has now decided on their solution strategy, method, or approach.
BUYERSJOURNEY
Looking to better understand, frame, and give a name to their problem.
Committed to researching and understanding all available approaches to solution.
Compiling all available vendors and products in the given solution strategy.
Seeking to short list all options and make the final decision.
15. TRUSTED SOURCES INFORMATION
Reviews and recommendations are
still highly sought-after
Company websites are consulted
regularly
Note counterintuitive rate of
millennial visits to physical stores
and word of mouth
Source: KPMG - 2017 Global Online Consumer Report
16. HOW PEOPLE LIKE TO COMMUNICATE
How the modern buyer prefers to
communicate with you - the
business.
Note the increasing preference of
messenger apps as seniority rises
1 billion messages sent to
businesses on FB Messenger
monthly
Email is still most dominant
Source: HubSpot State of Inbound 2017
18. AI FOR MARKETING AND SALES
Today
Increased personalization without
increased effort, such as with
automated responses to inquiries.
Performance optimization, like sending
emails when the recipient is most likely
to open
Improved language translation and
localization capabilities
Future
Really smart chatbots
Improved advertising and targeting
optimization
Virtual sales agents and order
managment
AI-generated content
19. SOCIAL CONTENT DISRUPTER
Facebook has won the social marketplace
Social video is now expected from all sources
Instagram is a strong player, depending on
target buyers
Messaging apps are increasing in popularity
and we expect this trend to continue
Leverage chatbots for scale
Video does not need to be highly produced to
be highly effective. Content matters more.
Source: HubSpot State of Inbound 2017
20. SOCIAL CONTENT DISRUPTER - FACEBOOK 2018 CHANGES
Facebook’s content driven strategy
was NOT working
Facebook will optimize for
conversations
Marketers will need to refocus on
social “evocation” vs. promotion
and "provocation”
21. SALES DISRUPTERS
Buyers are looking for the same ease of
purchase and no-nonsense approach in
B2B and B2C channels
These preferences are even stronger as
company seniority increases
Note that shopping in store is not the same
as purchasing in store - many buyers are
looking to test drive in store and purchase
online from their favorite website or for the
lowest price.
23. GOALS pecificS
Measurable
Achievable
Relevant
Timed
Do I know exactly what I want? Can I describe it to others?
How am I going to track this?
Is this something I can actually do?
Does this matter to my business?
When will this happen?
24. WHICH GOAL WOULD YOU SIGN UP TO DELIVER?
“We need to generate more
leads as soon as possible.”
“We need to generate 30%
more MQLs at the same
CPL over the next 90 days to
fill our sales team pipeline
and grow our top-line
revenue next quarter”
25. WHICH GOAL WOULD YOU SIGN UP TO DELIVER?
“We need to generate 30% more MQLs at the same CPL
over the next 90 days to fill our sales team pipeline and
grow our top-line revenue next quarter”
pecificS Measurable Achievable
Relevant Timed
30% more MQLs at the same CPL
top-line revenue next quarter
90 days
?
28. THREE THINGS TO TAKE AWAY
1. Buyers are more EMPOWERED with
more CHOICES than ever before.
2. Alignment between sales and
marketing is CRITICAL to participating
in the buyer journey
3. Businesses that connect and talk
WITH their prospects will be much
more successful than those that talk
TO them
