The document summarizes the key things that worked when Amor Group, a Lockheed Martin company, adopted a content-led inbound marketing approach. It highlights 5 key points: 1) Understand the business value of marketing efforts, 2) No guaranteed method of success except getting to your customers, 3) Market assets should pitch constantly to prospects, 4) Prospects want to hear from experts quickly, not heads-down approaches, 5) Inbound is just part of the solution and marketing, sales, and business development alignment is critical. The results of adopting this approach included a 107% increase in web traffic, leads increasing from 60 to 100 per month, and a 125% increase in mobile impact, leading to increased revenue in

1. © Amor Group, a Lockheed Martin company 2013
International Inbound
These 5 things worked.

2. Shaun McDougall
Marketing Director

3. This presentation was delivered on Monday the 14th of
October as part of Hubspot’s Inbound UK 2013 conference in
London.
The case study highlights the impact of adopting a content
led approach on the marketing efforts of Amor Group, a
Lockheed Martin Company.

4. #1:
Understand the business value of what
you’re doing.
Without that context it’s wasted effort.
Click to tweet

5. In 2011 we were so
outbound and our
business strategy
demanded more value
from marketing.
-----------------------------------Value = impact on the
bottom line

6. #2:
With absolute certainty, there’s no
guaranteed method of success.
Except getting to where your customer is.
Click to tweet

7. That doesn’t have to mean getting on a plane.

8. #3:
We’re marketing, we don’t pitch.
Wrong. Your assets pitch 24/7 – make sure
they’re doing it right.
Click to tweet

9. Take control of your best platform

10. #4:
Lose the heads down, arse up approach.
Prospects want to hear from your experts,
and quickly.
Click to tweet

11. Our brand isn’t just a logo &
some colour.
It’s people like Kit, Angela &
Alaistair.
Even in B2B, people matter.

12. #5:
Inbound is not the solution, it’s only part of
it.
Marketing, business development & sales
alignment is critical.
Click to tweet

13. Worth it?
• Web traffic up 107%
• Leads up from 60 a year to 100/month
• 125% increase in mobile
• Impact on bottom line measured in £m
• One of UK’s fastest growing international businesses
• Acquired by Lockheed Martin – brand, personality,
approach and platforms all praised

14. @shaunmcdougall
shaun.mcdougall@lmco.com