Presentation given during the CMO Congress organized on May 31st, 2011 in Sopot, Poland

1. rethinking marketing:
earning vs buying attention
with inbound marketing
CMO Congress. Sopot, Poland
April 31st, 2011
Ivan Hernandez
Inbound Marketing Strategy Director
Brand New Heaven

2. Photo by: Jacob Joaquin

4. commitment

6. why

7. the world has
changed

9. 7

10. 350
million

11. shift

12. from mass
communications
to
masses of
communicators

13. from prime time
to
real time

15. we are connected at
a level we have
never been before

16. “word of mouse”

17. opportunity

18. Houston, we have a problem!
Photo by Euclid vanderKroew

20. focus on the
relationships,
not the
technologies

21. people

22. caring

23. X

24. meaningful
interactions

25. attention

26. X
buying

27. earning

28. outbound (“traditional”) marketing

29. outbound marketing has
become less effective at
spreading the word as
people get better at
blocking these interruptions

30. inbound
marketing

31. creating content that provides
real value to your audience
getting found
interacting and developing
relationships with them

32. 3

33. content
social
seo
media

34. content

35. content is the
fundamental element
that attracts potential
customers to your
business

36. the goal is to position
your business not as a
seller of ʻstuffʼ, but as a
reliable and trusted
source of information

38. 4

39. interesting

41. educates

43. consistent

45. entertaining
Photo by Perrenque

47. shareable

48. findable

49. “you are no longer in the
marketing department anymore ...
now you are in the findability
department”
Todd Defren

50. ?

52. search engines is where
most of your customers
begin their buying process

53. SEO

54. creating
remarkable
content

55. “content is to Google what
brains are to zombies”
Todd Defren
Photo by: DouG

56. social
media

57. social media
amplifies the impact
of your content

58. clear
business
objectives

59. aware, single repeat,
nothing advocates
no action action enthusiast
Source: Jay Baer

60. aware, single repeat,
nothing advocates
no action action enthusiast
awareness increase sales increase loyalty
Source: Jay Baer

61. aware, single repeat,
nothing advocates
no action action enthusiast
awareness increase sales increase loyalty
Source: Jay Baer

63. 95%

64. paradigm shift from ...
#
(how many)
to ?
(who)

66. engage

67. final thought

68. “if you have more money than
brains, use outbound marketing.
if you have more brains than
money, use inbound marketing”
Guy Kawasaki

69. with
not
instead of

70. outbound
inbound
“traditional” +
marketing
marketing

71. integrate

72. go on ...
start a movement

73. thank you!
i.hernandez@brandnewheaven.pl