Inboundmarketing alovestory-hubspot-mikevolpe-130312141604-phpapp01
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This document discusses how inbound marketing can help solve marketing's "lovability problem" by being more useful and relevant to customers. It notes that customers now control the buying process and marketing needs to change from interruptive, marketer-centric tactics to helpful, customer-centric content and personalization. Specifically, inbound marketing involves creating helpful content assets and using context about customers to personalize engagement across channels like email, websites, and social media. When done well through blogs, offers, search engine optimization and a 360-degree view of customers, inbound marketing leads to more meaningful interactions that customers will love rather than dislike or ignore.
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Inboundmarketing alovestory-hubspot-mikevolpe-130312141604-phpapp01
- 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?
- 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.
- 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?
- 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
- 32. Build Marketing Assets Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks
- 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.
- 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