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.
Q: PEOPLE USED TO
LOVE ME… right?

4.
A: HUMANS HAVE
CHANGED.

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

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

22.
Inbound Marketing
people love.

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

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

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.
Revenue from Inbound Leads
Inbound $65M

29.
So what is Inbound Marketing?

30.
Inbound Marketing = Content + Context

31.
Content
CONTENT + CONTEXT

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

33.
Build Marketing Assets

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

35.
IMPACT OF WEBSITE CONTENT
ON INBOUND LEADS

36.
Inbound Marketing = Content + Context

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

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

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

40.
Context Leads to Engagement

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

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

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.
Context Leads to lovable Marketing

47.
Context Leads to lovable Marketing

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

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

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