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Inbound marketing the_art_of_not_sucking

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Inbound marketing the_art_of_not_sucking

  1. 1. INBOUND MARKETING: THE ART OF NOT SUCKING. Kieran Flanagan, Marketing Director (EME) @ HubSpot @searchbrat kflanagan@hubspot.com
  2. 2. MARKETERS ARE NOT LOVED. stockbrokers lawyers car salespeople lobbyists marketers Less Lovable More Lovable
  3. 3. WE CREATE BAD EXPERIENCE S
  4. 4. don’t believe me, want some examples?
  5. 5. WE FAIL TO PERSONALISE SO POTENTIAL CUSTOMERS ARE JUST A STAT
  6. 6. WE TAKE SHORTCUTS BECAUSE REAL MARKETING IS HARD.
  7. 7. WE CONSTANTLY INTERRUPT WHAT PEOPLE ARE DOING
  8. 8. WE LOVE SHOUTING ABOUT OURSELVES
  9. 9. WE USE FUZZY METRICS SO WE AREN’T MEASURED
  10. 10. I AM USING DISPLAY TO CREATE BRAND AWARNESS. I MEASURE CPM.
  11. 11. are you Yes. marketin g No. LIKE THIS ?
  12. 12. if Yes. you are definitely…
  13. 13. CREATE MARKETIN G PEOPLE LOVE.
  14. 14. INBOUND   $*. *$65 million in revenue from inbound leads
  15. 15. THE MAIN BUILD MARKETING ASSETS TOOLS CREATE VALUEABLE OFFERS OF AN USE CONTEXT TO INBOUND PERSONALISE MARKETER DATA DRIVEN
  16. 16. THE MAIN BUILD MARKETING ASSETS TOOLS CREATE VALUEABLE OFFERS OF AN USE CONTEXT TO INBOUND PERSONALISE MARKETER DATA DRIVEN
  17. 17. Free Interactive Tool 4 million users Great PR coverage 500,000+ opt-in emails
  18. 18. START ATTRACTING CONSUMERS THROUGH RELEVANT, USEFUL, EASY-TO-FIND CONTENT WHEN THEY NEED IT.
  19. 19. “WHAT WOUL D OPRAH DO?” BE A PUBLISHING COMPANY FOR YOUR MARKET.
  20. 20. THE MAIN BUILD MARKETING ASSETS TOOLS CREATE VALUEABLE OFFERS OF AN USE CONTEXT TO INBOUND PERSONALISE MARKETER DATA DRIVEN
  21. 21. CREATE AN OFFER OF VALUE.
  22. 22. CREATE AN OFFER OF VALUE. #SOIM 2013 a lot bigger - 3500 participants - US vs INTL data
  23. 23. + CREATE A CONVERSION PATH. CALL TO ACTION LANDING PAGE
  24. 24. PROMOTE THROUGH YOUR CHANNELS.
  25. 25. THE MAIN BUILD MARKETING ASSETS TOOLS CREATE VALUEABLE OFFERS OF AN USE CONTEXT TO INBOUND PERSONALISE MARKETER DATA DRIVEN
  26. 26. CONTEXT IS PERSONAL.
  27. 27. NOT ONE SIZE FITS ALL.
  28. 28. CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
  29. 29. CONTEXT MARKETING W/HUBSPOT. Complete 360° Segmented & Dynamic Personalized View of Contacts Personalized Email Website Calls to Action
  30. 30. THE MAIN BUILD MARKETING ASSETS TOOLS CREATE VALUEABLE OFFERS OF AN USE CONTEXT TO INBOUND PERSONALISE MARKETER DATA DRIVEN
  31. 31. Visits 25,199 KNOW HOW YOU ARE Prospects 7,458 PERFORMING ACROSS THE Opps Created 1,828 ENTIRE FUNNEL Demos Delivered 681 Customers 248
  32. 32. Measure daily, Evolve Fast
  33. 33. You should be *OBSESSED* with data when generating content.
  34. 34. THIS STUFF REALLY WORKS.
  35. 35. TRAFFIC TO HUBSPOT.COM 14000000 12000000 10000000 8000000 6000000 4000000 2000000 0 2006 2007 2008 2009 2010 2011 2012
  36. 36. TRAFFIC TO BLOG.HUBSPOT.COM 10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
  37. 37. 38% of those customers doubled their lead flow in just 12 months of customers reported 93% an increase in leads
  38. 38. Hubspot’s customer base added 46,133,635 contacts with inbound marketing
  39. 39. INBOUND MARKETING: THE ART OF NOT SUCKING. Kieran Flanagan, Marketing Director (EME) @ HubSpot @searchbrat kflanagan@hubspot.com

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