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A Roadmap to Inbound Marketing in the Enterprise

A Roadmap to Inbound Marketing in the Enterprise

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This year, 48% of marketers plan to increase their inbound marketing spending – the third year in a row that inbound budgets are increasing at a near 50% pace. This shift is happening for good reason. Inbound marketing consistently delivers 54% more leads into the funnel at a lower cost compared to traditional tactics.

Contrary to belief, inbound is not just for small business. Larger organizations such as Salesforce, NEC, Thermo Fisher, and Tufts have implemented inbound marketing to improve demand generation, ROI, and lead quality. And during in this webinar, we're going show you how they did it.

This year, 48% of marketers plan to increase their inbound marketing spending – the third year in a row that inbound budgets are increasing at a near 50% pace. This shift is happening for good reason. Inbound marketing consistently delivers 54% more leads into the funnel at a lower cost compared to traditional tactics.

Contrary to belief, inbound is not just for small business. Larger organizations such as Salesforce, NEC, Thermo Fisher, and Tufts have implemented inbound marketing to improve demand generation, ROI, and lead quality. And during in this webinar, we're going show you how they did it.

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A Roadmap to Inbound Marketing in the Enterprise

  1. 1. A ROADMAP TO INBOUND MARKETING IN THE ENTERPRISE. Thanks for joining us!
  2. 2. Hi, I’m Mike CMO @mvolpe Hi, I’m Jessica Enterprise Marketing @jessicameher #IMenterprise
  3. 3. #IMenterprise
  4. 4. Early Bird Pricing Ends May 31st! Register: inbound.com
  5. 5. www.hubspot.com/playbook
  6. 6. 60,000 Inbound Leads/Mo. 8,500 Customers 278,000 Twitter Followers4.7 million Free Users Top 10 Blog
  7. 7. Buying has changed. #IMenterprise
  8. 8. 88% of US internet users ages 14+ browse or research products online. - US Digital Media Usage report, eMarketer #IMenterprise
  9. 9. You don’t find customers anymore. They find you.
  10. 10. NO ONE WAKES UP AND SAYS: “I want to see an ad.” #IMenterprise
  11. 11. SO WHY DO MARKETERS WAKE UP AND SAY: “Let’s make an ad”? #IMenterprise
  12. 12. 85% of consumers still don’t trust brands online. - Forrester Research, March 2013 #IMenterprise
  13. 13. #IMenterprise
  14. 14. Marketing needs to change, too. The world has changed… #IMenterprise
  15. 15. 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 #IMenterprise
  16. 16. vs vs Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric INBOUND (Permission) OUTBOUND (Interruption) #IMenterprise
  17. 17. Don’t interrupt what people want to consume. #IMenterprise
  18. 18. Be what they want to consume.
  19. 19. Inbound marketing is about… Building trust, not skepticism Being loved, not ignored Out-smarting, not out-spending #IMenterprise
  20. 20. 48% of marketers plan to increase inbound spending. #IMenterprise
  21. 21. WHAT YOU’LL LEARN TODAY: 1. Enterprise marketing & branding in the inbound age 2. Components of a best-in-class inbound strategy 3. Hiring and organizing a team of inbound marketers 4. Real-life case studies of inbound success 5. Live Q&A #IMenterprise
  22. 22. Enterprise Marketing in the Inbound Age
  23. 23. Owned Media Attracts Earned Media. #IMenterprise
  24. 24. Where Does Inbound Fit In? Type Definition Examples The Role Benefits Challenges Owned Media Channel a brand controls Website Mobile Blog Twitter Build for longer-term relationships with existing and potential customers and earn media Control Sost efficiency Longevity Versatility Takes to scale Paid Media Brand pays to leverage channel Paid search Ads Sponsorships To get immediate, short- term results from an under- utilized channel Immediacy Scale Control Clutter Declining response rates Poor credibility Earned Media When customers become the channel Word of Mouth Buzz Listen and respond - often the result of well-executed and well-coordinated owned and paid media Most credible Transparent No control Scale Hard to measure Credit: Forrester Research
  25. 25. Thought Leadership is the New Advertising. #IMenterprise
  26. 26. Consumers don’t want this…
  27. 27. …But this #IMenterprise
  28. 28. “Connecting used to be, ‘Here’s some product, and here’s some advertising. We hope you like it…. Connecting today is about dialogue and education.” - Nike CEO Mark Parker #IMenterprise
  29. 29. Inbound marketing builds trust, expertise, and authority. #IMenterprise
  30. 30. “The businesses that are the best educators will be the most successful.” - @MarkKilens
  31. 31. Components of a Best-in-Class Inbound Strategy
  32. 32. Customer Offer Landing Page CTAs Website Blog Email Paid Press Co-Marketing Video SlideShare Mobile #IMenterprise
  33. 33. How Effective Enterprise Marketers Increase Revenue Create blog content, search engine optimize (SEO) your content, and promote it on social media sites. Place calls-to-action throughout your website, blog, social accounts and email to drive visitors to landing pages with forms. Send leads targeted, automated emails to drive them along your buying cycle. Provide your sales team with lead intelligence so they can make more effective sales calls. Analyze the success of your marketing campaigns, and determine which areas need further optimizations for future success.Analyze Get Customers Get Traffic Get Leads #IMenterprise
  34. 34. Building an Inbound Team
  35. 35. Digital Analytical Reach Content Smart GSD
  36. 36. HubSpot’s Marketing Team Top of Funnel Middle of Funnel Product Mktg Brand & Buzz Results / Metrics • Website visitors • New contacts generated Activity • Blog articles • Ebooks & webinars • Social engagement • Other content Results / Metrics • Revenue pipeline $ • Sales goal % Activity • Lead nurturing • Lead scoring • Sales coordination Results / Metrics • Sales test scores • % sales selling various features • User testing Activity • Product content • Sales and other product training Results / Metrics • Event attendance and survey feedback • PR hits, brand traffic Activity • Events • PR pitches • Videos & graphics
  37. 37. The Marketing SLA Lead Type Lead Value Webinar $.07 eBook $.05 Free Trial $.45 Demo Request $.95 Owner Ollie Leads (1-100 Employees) Lead Type Lead Value Webinar $.35 eBook $.45 Free Trial $2.10 Demo Request $2.75 Marketing Mary Leads (100-2,000 Employees) #IMenterprise
  38. 38. The Sales SLA Attempt # LTV/COCA #IMenterprise
  39. 39. Daily Accountability for Marketing & Sales #IMenterprise
  40. 40. Case Studies of Inbound Marketing Success
  41. 41. Ektron • To be completed
  42. 42. Results
  43. 43. How To Get Started with Inbound www.hubspot.com/ima
  44. 44. thank you.

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