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What the F@*% is Context Marketing? #INBOUND2013

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INBOUND 2013 presentation by Kipp Bodnar.
Register for INBOUND 2014 at www.inbound.com

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What the F@*% is Context Marketing? #INBOUND2013

  1. 1. WHAT THE F@*% IS CONTEXT MARKETING? Kipp Bodnar, Director of Marketing, HubSpot #INBOUND13
  2. 2. KIPP BODNAR @kippbodnar I am a Trivia Junkie.
  3. 3. #INBOUND13
  4. 4. I TRY TO BE A GOOD FRIEND
  5. 5. I SEND CARDS I OFFER ADVICE I BUY GIFTS #INBOUND13
  6. 6. PERSPECTIVE: Consumer/ Prospect Every Company Wants To Be Our Friend
  7. 7. PROBLEM: COMPANIES DON’T KNOWS US WELL ENOUGH TO BE OUR FRIENDS
  8. 8. Most Don’t Want To Know Us
  9. 9. You Are Different You Care…
  10. 10. YOU ARE READY FOR CONTEXT MARKETING.
  11. 11. “CONTEXT MARKETING RESPECTS THE HABITS, GOALS AND DEVICES OF PEOPLE.”- @KIPPBODNAR #INBOUND13
  12. 12. 8 Seconds The average attention span of American consumers in 2012. Source: Statistic Brain
  13. 13. Non-Contextual Marketing Is Death By 1,000 Clicks
  14. 14. Context Is Everywhere
  15. 15. WHAT IS A KEYWORD? DISHWASHER MARKETING
  16. 16. “RIGHT NOW BIG APPLIANCE MAKERS ONLY HAVE CONTACT WITH A BUYER ONCE EVERY TEN YEARS OR SO, BUT WITH CONNECTED DEVICES THEY COULD MAKE THAT THREE TO FOUR TIMES A WEEK.” – Bob Dahlberg, VP Business Development at Arrayent
  17. 17. Context Isn't A Feature It Is A Mindset
  18. 18. Most Marketer’s Today Use A Narrow Context Marketing Strategy PERSPECTIVE: Consumer/ Prospect
  19. 19. 75% of Marketers believe real-time personalization is very important. Source: Direct Marketing Association
  20. 20. 97% of Marketers believe personalization of email is important. Source: Direct Marketing Association
  21. 21. The Narrow Context Marketing Strategy Email Marketing Relevant List Segment Dynamic Subject Line Dynamic Body Copy Dynamic CTA
  22. 22. A Cross-Channel Strategy Is The Key To Context Marketing Success PERSPECTIVE: Consumer/ Prospect
  23. 23. 29% of Marketers personalize across marketing channels Source: Direct Marketing Association
  24. 24. The Broad Context Marketing Strategy Personas Dynamic Email Content Dynamic Website Images and Copy Personalized Social Media Engagement Mobile Optimized Personalized Landing Pages
  25. 25. “Content Marketing + Context Marketing = Inbound Marketing” - @KIPPBODNAR #INBOUND13
  26. 26. 3 Keys To Context Marketing 1  Habits 2  Goals 3  Devices
  27. 27. 1 Habits
  28. 28. “HABITS GUIDE EVERY ACTION A PERSON TAKES.” - @KIPPBODNAR #INBOUND13
  29. 29. Lets Deconstruct Habits
  30. 30. Behavior Is The Building Block of Habits
  31. 31. Behavior Is The Building Block of Habits
  32. 32. Collect Demographic Information
  33. 33. “COLLECT DEMOGRAPHIC INFO VIA PROGRESSIVE PROFILING TO PROVIDE BETTER CONTEXT”@KIPPBODNAR #INBOUND13
  34. 34. Collect Demographic Information
  35. 35. “WITHOUT INTEGRATED SYSTEMS CREATING CONTEXT IS IMPOSSIBLE.”@KIPPBODNAR #INBOUND13
  36. 36. Integrated Data Sources Needed For Context " " " " " Behavior Data – Website Analytics Demographic Data – Landing Page Submissions Sales Interactions – CRM Software Social Media Activity – Social Media Analytics Custom Data Sources
  37. 37. 2 Goals
  38. 38. “CONTEXT MARKETING REQUIRES FOCUS ON PEOPLE NOT TACTICS.”@KIPPBODNAR #INBOUND13
  39. 39. Advance A Customer’s Goal Not Your Agenda
  40. 40. You’ve Got The Content
  41. 41. Context Turbo Charges Content
  42. 42. Context Marketing Matrix* Website Awareness Email Blog Landing Pages Social Media General Homepage Lead Dynamic Email Copy Progressive Profiling MQL Opportunity Customer *One matrix per buyer persona. Product Screenshots and Use Cases Priority Response
  43. 43. Websites Are Stuck In The 90s
  44. 44. SOME CONTENT IS ONLY EFFECTIVE IN THE RIGHT CONTEXT.
  45. 45. THE AVERAGE UNSUBSCRIBE SCREEN.
  46. 46. GROUPON’S UNSUBSCRIBE SCREEN.
  47. 47. HUBSPOT’S UNSUBSCRIBE SCREEN.
  48. 48. ENGAGEMENT THROUGH CONTEXT. http://twitter.com/meaghano/status/1767991757
  49. 49. ENGAGEMENT THROUGH CONTEXT.
  50. 50. 3 Devices
  51. 51. “MOBILE DEVICES HAVE BECOME LIFESTYLE EXTENSIONS. MARKETERS MUST RESPECT THEM”@KIPPBODNAR #INBOUND13
  52. 52. 2013 The year when mobileconnected devices will exceed the world’s population. Source: Cisco
  53. 53. 23% Of Americans now get news on a combination of at least two devices. Source: Pew Research Center
  54. 54. Start with Responsive Design
  55. 55. PERSPECTIVE: Consumer/ Prospect Context Turbo Charges Content’s Value.
  56. 56. http://bit.ly/10VCTsK PERSPECTIVE: Consumer/ Prospect Context Turbo Charges Content’s Value.
  57. 57. Optimize Image Sizes For Mobile Web Connections
  58. 58. Cookies and Multiple Devices
  59. 59. Contact Engagement Key To Cross Device Context
  60. 60. Don’t Have Theme Elements That Waste Space
  61. 61. Context Doesn’t Need To Be Complicated
  62. 62. Focus On A Broad Context Marketing Strategy Personas Dynamic Email Content Dynamic Website Images and Copy Personalized Social Media Engagement Mobile Optimized Personalized Landing Pages
  63. 63. FIND MOMENTS WHEN CONTEXT MATTERS
  64. 64. Be Responsive
  65. 65. “TREAT PROSPECTS AND CUSTOMERS LIKE PEOPLE NOT NUMBERS”@KIPPBODNAR #INBOUND13
  66. 66. QUESTIONS?

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