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1. INBOUND
MARKETING:
A love STORY.
Mike Volpe, CMO @ HubSpot
@mvolpe | mvolpe@hubspot.com

2. MARKETING HAS A lovability PROBLEM.
Stockbrokers Lawyers
Car Salesman Lobbyists
Marketers
Less Lovable More Lovable

3. PEOPLE USED TO
LOVE ME…Q: right?

4. HUMANS HAVE
CHANGED.A:

5. People Have Changed

6. The Way We Live Has Changed
1990 2000 2010
Hours Worked 9-5 8-6+ Whenever
Office 4 Walls Open Cubicles iPhone
Internet None Email & Web Research
Everything
in the Cloud
Learn About
Products
Tradeshows, Ads,
Print Publications,
Sales Reps
Tradeshows &
Google
Social Media, Google,
Freemium
Buying Process
Sales Rep in
Office & Golf Course
Sales Rep on
Phone / Web
No Sales Rep

7. We used to use all this stuff.

8. Now all we
use is this.

9. Mobile Ubiquity
vs
vs
THEN. NOW.

10. Social & Collaborative
vs
vs
THEN. NOW.

11. Cloud & SaaS
vs
vs
THEN. NOW.

12. Consumerization of B2B
vs
vs
THEN. NOW.

13. Changes in Consumer Attention
vs
THEN. NOW.

14. What does this all mean?

15. The customer is in control.

16. NO ONE WAKES UP
AND SAYS:
“I want to see an ad.”

17. SO WHY DO MARKETERS
WAKE UP AND SAY:
“Let’s make an ad”?

18. Marketers have been bad.

19. 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

20. Marketing needs to change, too.
The world has changed…

21. How do we create
marketing that people will
love?

22. Marketing
people
Inbound
love.

23. You don’t find customers anymore.
They find you.

24. vs
vs
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
INBOUNDTRADITIONAL

25. Don’t interrupt
what people want to
consume.

26. Be what they
want to consume.

27. Think Like a Media Company
“What would Oprah do?”

28. Inbound
Revenue from Inbound Leads
$65M

29. So what is Inbound Marketing?

30. Inbound Marketing = Content + Context

31. Content
CONTENT + CONTEXT

32. Build Marketing Assets
Blogs Interactive
Tools
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks

33. Build Marketing Assets

34. Blog Leads are
from
Old Articles
Do you own or rent your marketing?
70%of all

35. IMPACT OF WEBSITE CONTENT
ON INBOUND LEADS

36. Inbound Marketing = Content + Context

37. Content + Context
Personalize the Content to Match
your Customer.

38. Context is personal,
not one size fits all.

39. Context Leads to Engagement
Matt Plays
• Marketer at
HubSpot
• Loves the
outdoors
• Coworker

40. Context Leads to Engagement

41. Friends
PC / iPhone / iPad
In Person
Online Quote
Request for SUV
Customers Provide Context

42. Ignore Context at Your Own Peril
3 Days Later:
The “marketing automation”
system sends me this…
(Not an SUV)

43. Context is More than Email
5 Days Later:
I go back to the
website and try
to remember
where the SUVs
are…
(Website isn’t
Personalized)

44. The Typical Unsubscribe Notice
*You have elected to opt out of receiving emails.

45. Groupon’s Unsubscribe Notice

46. lovableContext Leads to Marketing

47. lovableContext Leads to Marketing

48. INBOUND
Content:
• Blog
• Social Media
• SEO
• Offers
Context:
• 360 view of contacts
• Segment emails
• Personalize website
Marketing People love

49. Marketing Can Fix Its lovability Problem
marketers
Less Lovable More Lovable
YOU
You can help.

50. Help Make Marketing
a Noble Profession

51. Do it for the children.

52. For the love
of marketing.
Mike Volpe, CMO @ HubSpot
@mvolpe | mvolpe@hubspot.com