In life and in business, preparation is a critical discipline in improving future outcomes and performance, but in a world of uncertainty and risk, preparation does not guarantee ultimate success. In the inevitable failures that we will encounter along our journey, we must learn how to fail fast, fail cheaply and succeed faster. This presentation will focus on practical and proven inbound techniques to help you develop flexible, responsive, and innovative strategies to quickly overcome obstacles and stay on track to transform your marketing results and your competitive advantage.

1. FAIL FAST, FAIL CHEAP,
SUCCEED FASTER
05/08/2014
Chuck Miller
Managing Principal & Co-Founder
The Market Element LLC
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I have not failed. I've just
found 10,000 ways that
won't work.
“
”
– Thomas Edison

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FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER
• Why Inbound???
• Inbound Marketing
Methodology
• Foundational
Components
• Inbound Strategy Map
• Inbound Marketing ROI
• Fail Fast, Fail Cheap,
Succeed Faster

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WHY INBOUND???
WHAT
Based on rich, compelling and contextual content, inbound marketing
leverages online channels and communities to be found and
convert tomorrow’s customers – “Pull Marketing.”
WHY
“Push” vs. “Pull”
Marketing
Successful implementation of inbound marketing practices have been
proven to increase leads, conversion rates, revenue, ROI, and overall
delight customers.

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WHY INBOUND???
Inbound marketing delivers
54% more leads into the
marketing funnel than
traditional outbound leads
Source: HubSpot

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WHY INBOUND?
Inbound leads cost
61% LESS
than outbound leads.
Source: Search Engine Journal

7. Percent of marketers who indicated that X was a top
marketing challenge
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25%
20%
16%
11%
9%
8%
5%
30%
25%
20%
15%
10%
5%
0%
Securing
enough
budget
Controlling
my
technology
or website
Targeting
content for
an
international
audience
Hiring top
talent
Team
training
Finding an
executive
sponsor
WHY INBOUND?
Proving ROI
of marketing
activities
Survey N = 3,339
Source: HubSpot

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INBOUND MARKETING METHODOLOGY
Along the top are the actions inbound companies
use to obtain – and retain – new customers.

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INBOUND MARKETING METHODOLOGY
Along the bottom are the tactics inbound
companies use to accomplish these actions.

10. WEBSITE SEO/SEM Social Media Email Measurement
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FOUNDATIONAL COMPONENTS
Rich, Compelling
& Contextual
Content
Persona Focus
Easy to Navigate &
Purchase
Blogging
Keywords
On/Off page SEO
Inbound Links
Adwords
Affiliate Marketing
Stakeholder
Engagement
Regular and
frequent postings
Not always about
selling
Clear, Specific and
Targeted
Messaging
Customized &
Segmented to
Market
Email Types
Benchmarks
KPI’s
ROI
Marketing
Automation

11. Content 1 Content 2 Content 3 Content 4
Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4
Campaign 1 Campaign 2 Campaign 3 Campaign 4
Blog 1 Blog 2 Blog 3 Blog 4
Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4
Keywords 1 Keywords 2 Keywords 3 Keywords 4
Content 1 Content 2 Content 3 Content 4
Call To Action 1 Call To Action 2 Call To Action 4
Content 1 Content 2 Content 3 Content 4
Workflow 1
Segmentation 1 Segmentation 2 Segmentation 3 Segmentation 4
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INBOUND STRATEGY MAP [TEMPLATE]
Attract Convert Close Delight
Website
SEM/SEO
Social Media
Email
Marketing
Measurement
Call To Action 3
Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4
Workflow 2 Workflow 3 Workflow 4
KPI’s 1 KPI’s 2 KPI’s 3 KPI’s 4
Report 1 Report 2 Report 3 Report 4

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INBOUND MARKETING ROI
HubSpot customers reached 3.51x
more visitors per month within 1 year.
HubSpot customers reached
6.12x more leads per
month within 1 year.
VISITORS
LEADS
CUSTOMERS
69% of HubSpot
customers saw an
increase in sales
revenue.
Source: HubSpot
Potential
Failure Point
Potential
Failure Point
Potential
Failure Point

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FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER
Effective Implementation of Inbound Marketing will increase your odds of
success, but equally important, it will help you manage failures in real-time.
Manage Failure To Achieve Your Ultimate Objectives!
• Data Driven Marketing Decisions
– Systems (HubSpot, Marketo, SilverPop, Kenitco, Eloqua, etc)
– Processes (KPI’s, Benchmark, Workflows, A/B Testing)
– Reporting (Real-Time Analytics)
• S.M.A.R.T. Campaigns & Promotions
– Targeted Personas
– Segmentation Focus
– Progressive Profiling Opportunities
– Lead Score
– Real-Time Adjustments ~ PLAN B, C, D….
• Post Mortems Are Essential
– Causation, Effect, and Learnings
• “Don’t Be Afraid To Fail…Be Afraid Not To Try” ~ Unknown

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Thank You!