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Inbound Marketing: A Love Story

Inbound Marketing: A Love Story

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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 mindset of how to approach generating more revenue through inbound marketing. Read it now, for the love of marketing!

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 mindset of how to approach generating more revenue through inbound marketing. Read it now, for the love of marketing!

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Inbound Marketing: A Love Story

  1. 1. INBOUND MARKETING: A love STORY. Mike Volpe, CMO @ HubSpot @mvolpe | mvolpe@hubspot.com
  2. 2. MARKETING HAS A lovability PROBLEM. Stockbrokers Lawyers Car Salesman Lobbyists Marketers Less Lovable More Lovable
  3. 3. Q: PEOPLE USED TO LOVE ME… right?  
  4. 4. A: HUMANS HAVE CHANGED.
  5. 5. People Have Changed
  6. 6. The Way We Live Has Changed 1990 2000 2010 Hours Worked 9-5 8-6+ Whenever Office 4 Walls Open Cubicles iPhone Everything Internet None Email & Web Research in the Cloud Tradeshows, Ads, Learn About Tradeshows & Social Media, Google, Print Publications, Products Google Freemium Sales Reps Sales Rep in Sales Rep on Buying Process No Sales Rep Office & Golf Course Phone / Web
  7. 7. We used to use all this stuff.
  8. 8. Now all we use is this.
  9. 9. Mobile Ubiquity vs vs THEN. NOW.
  10. 10. Social & Collaborative vs vs THEN. NOW.
  11. 11. Cloud & SaaS vs vs THEN. NOW.
  12. 12. Consumerization of B2B vs vs THEN. NOW.
  13. 13. Changes in Consumer Attention vs THEN. NOW.
  14. 14. What does this all mean?
  15. 15. The customer is in control.
  16. 16. NO ONE WAKES UP AND SAYS: “I want to see an ad.”
  17. 17. SO WHY DO MARKETERS WAKE UP AND SAY: “Let’s make an ad”?
  18. 18. Marketers have been bad.
  19. 19. The old marketing playbook is   BROKEN.   86% 91% 44% 200M skip TV ads unsubscribe of direct mail is on the from email never opened Do Not Call list
  20. 20. The world has changed… Marketing needs to change, too.
  21. 21. How do we create marketing that people will love?
  22. 22. Inbound Marketing people love.  
  23. 23. You don’t find customers anymore. They find you.
  24. 24. TRADITIONAL INBOUND vs vs Cold Calling SEO Cold Emails (SPAM) Blogging Interruptive Ads Attraction Marketer - Centric Customer - Centric
  25. 25. Don’t interrupt what people want to consume.
  26. 26. Be what they want to consume.
  27. 27. Think Like a Media Company “What would Oprah do?”  
  28. 28. Revenue from Inbound Leads Inbound $65M
  29. 29. So what is Inbound Marketing?
  30. 30. Inbound Marketing = Content + Context
  31. 31. Content CONTENT + CONTEXT
  32. 32. Build Marketing Assets Blogs Interactive Photos & Videos & Presentations Tools Infographics Podcasts & eBooks
  33. 33. Build Marketing Assets
  34. 34. Do you own or rent your marketing? 70% of all Blog Leads are from Old Articles
  35. 35. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS  
  36. 36. Inbound Marketing = Content + Context
  37. 37. Personalize the Content to Match your Customer. Content + Context
  38. 38. Context is personal, not one size fits all.
  39. 39. Context Leads to Engagement Matt Plays •  Marketer at HubSpot •  Coworker •  Loves the outdoors
  40. 40. Context Leads to Engagement
  41. 41. Customers Provide Context Friends PC / iPhone / iPad In Person Online Quote Request for SUV
  42. 42. Ignore Context at Your Own Peril (Not an SUV) 3 Days Later: The “marketing automation” system sends me this…
  43. 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. 44. The Typical Unsubscribe Notice *You have elected to opt out of receiving emails.
  45. 45. Groupon’s Unsubscribe Notice
  46. 46. Context Leads to lovable Marketing
  47. 47. Context Leads to lovable Marketing
  48. 48. INBOUND Marketing People love Content: Context: •  Blog •  360 view of contacts •  Social Media •  Segment emails •  SEO •  Personalize website •  Offers
  49. 49. Marketing Can Fix Its lovability Problem You can help. marketers YOU Less Lovable More Lovable
  50. 50. Help Make Marketing   a Noble Profession
  51. 51. Do it for the children.
  52. 52. For the love of marketing. Mike Volpe, CMO @ HubSpot @mvolpe | mvolpe@hubspot.com

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