Mike Volpe, HubSpot We all know the balance of power has shifted and the buyer now holds all the cards. What does this really mean for marketing? How can you sell to today's buyer? What's love got to do with it? This presentation will try to change your view of marketing and your approach to generating more revenue through a lovable approach to engaging your customers.

1. INBOUND
MARKETING:
A LOVE STORY.
SugarCon 2013
Mike Volpe, CMO @ HubSpot
@mvolpe | mvolpe@hubspot.com

2. MARKETING HAS A LOVABILITY
PROBLEM.
stockbrokers lawyers
car salespeople lobbyists
marketers
Less Lovable More Lovable

3. PEOPLE USED TO
LOVE ME. (right?)
WHAT
HAPPENED?

4. HUMANS HAVE CHANGED.

5. HUMANS HAVE 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

6. MOBILE UBIQUITY.
VS.

7. SOCIAL & COLLABORATIVE.
VS.

8. CONSUMERIZATION OF B2B.
VS.

9. CHANGES IN CONSUMER ATTENTION.
86%
skip TV ads
91%
unsubscribe
200mSay DO NOT
CALL
44%of direct mail is
never opened

10. HUMANS HAVE CHANGED.
Social / Collaboration
+ Mobile Ubiquity
+ Cloud / SaaS
+ Consumerization of B2B
+ Changes in Attention
Customer is in Control

11. HOW CAN YOU
DO MARKETING
THAT TODAY’S
HUMANS WILL
LOVE?

12. MARKETERS
HAVE BEEN
BAD.

13. HOW NOT TO GET SOMEONE TO LOVE YOU.
Love me!!!

14. 1% OF COLD CALLS
WORK.
THE OTHER 99%
HATE YOUR GUTS.
#INBOUND
-- @MVOLPE

15. THE MARKETING PLAYBOOK
IS BROKEN.
86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opened

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

17. NO ONE WAKES UP
AND SAYS “I WANT TO
SEE AN AD.”
WHY DO MARKETERS
WAKE UP AND SAY
“LET’S MAKE AN AD”?
#INBOUND
-- @MVOLPE

18. CREATE
MARKETIN
G PEOPLE
LOVE.

19. INBOUND   $.
*$65 million in revenue from inbound leads (blog, social, SEO)

20. INBOUND MARKETING
= CONTENT +
CONTEXT.

21. INBOUND MARKETING
= CONTENT +
CONTEXT.
Content

22. http://twitter.com/meaghano/status/1767991757
YOU DON’T FIND CUSTOMERS ANYMORE.
THEY FIND YOU.

23. THINK LIKE A MEDIA COMPANY.
“WHAT
WOULD
OPRAH
DO?”

24. DON’T INTERRUPT
WHAT PEOPLE WANT
TO CONSUME,
BE WHAT THEY WANT
TO CONSUME.
#INBOUND
-- @MVOLPE

25. BUILD MARKETING ASSETS.
Blogs Interactive
Tools
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks

26. 70%
of our
blog leads are
from
OLD articles
vs
DO YOU OWN OR RENT YOUR
MARKETING?

27. Title Goes Here

28. INBOUND MARKETING
= CONTENT +
CONTEXT.

29. INBOUND MARKETING
= CONTENT +
CONTEXT.

30. KNOW THE CONTEXT.
Friends
PC / iPhone / iPad
In Person
Online quote
request for SUV

31. IGNORE CONTEXT AT YOUR PERIL.
3 days later the
“marketing
automation” system
sends me this…
(not an
SUV)

32. CONTEXT IS MORE THAN EMAIL.
5 days later I
go back to the
website and try
to remember
where the
SUVs are…
(not personalized
website)

33. CONTEXT IS PERSONAL,
NOT ONE SIZE FITS ALL.

34. ENGAGEMENT THROUGH CONTEXT.

35. THE AVERAGE UNSUBSCRIBE SCREEN.

36. GROUPON’S UNSUBSCRIBE HAS
CONTEXT.

37. HUMANS HAVE CHANGED.

38. MARKETING NEEDS TO FIX
ITS LOVABILITY PROBLEM.
marketers
Less Lovable More Lovable
YOU

39. Help Make Marketing a Noble Profession
Content:
• Blog
• Social Media
• SEO
• Offers
Context:
• 360 view of contacts
• Segment emails
• Personalize website
Inbound Marketing

40. DO IT FOR
THE
CHILDREN.

41. FOR THE LOVE
OF MARKETING.
Mike Volpe, CMO @ HubSpot
@mvolpe | mvolpe@hubspot.com

42. AUGUST 19-22 2013
HYNES CONVENTION CTR
BOSTON, MA
THE LARGEST GATHERING OF
INBOUND MARKETERS.
SAVE 50% OFF
USE PROMO: SUGARCON
WWW.INBOUND.COM