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#INBOUND13
Simple, Sane & Successful
Inbound Marketing
AARON ROSS
Author “Predictable Revenue”
@motoceo
www.linkedin.com/in/aaronross
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Slides: PredictableRevenue.com/inbound
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1 Clear The Clutter
2 Learn Via Live Events
3 Focus On Partnering
4 Pick A Niche, Get Rich
3 Focus On Partnering
4 Pick A Niche, Get Rich
5 3 Simple Messaging Tricks
6 How To Be Different
7 Two Favorite Revenue Tips
8 Accelerating Inbound With
Outbound
8 Ideas You Can Try Right Away
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#1 Bestseller
25 Hour Week
$0 Marketing
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1 Build it and they will come (and buy)
2 More is better
3 Inbound leads are “free”
4 It’ll take “a few months”
Common Hidden Beliefs of “Inbound”
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Clear The Clutter
1
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Pick Thing
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2 Learn With Live Events
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1. Clarify your messaging & buyer personas
2. Create reusable content
3. Build your audience
4. Generate leads & revenue
5. Connect with real live humans (oh my!)
Why Live Events Are Awesome
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#INBOUND2013
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1. PICK A DATE
2. Exhibit PDA
3. Change as needed
4. Don’t chicken out
5. Learning > Results (esp. “Ideal Customers”)
Power Tips
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Pick A
Date!
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3 Focus On Partnering
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Hubspot + Predictable Revenue
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1. Hard to build an audience from scratch
2. They bring a pre-made audience & brand
3. You help them by helping their audience
4. Start with who you already know or follow
Easier & Simpler With Partners
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Partners
• Push You
• Give You Courage
• Make It Fun
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4 Pick A Niche, Get Rich
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Afraid To Focus
On A Niche?
• “Boring”
• “Too small”
• “Not sexy”
• “Limiting”
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Feel Like You’re Just
Banging Around?
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Who’s been your
ideal customer?
What are you the
BEST in the world
at?
Get SPECIFIC
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_______ provides professional consulting services to
develop and support online business solutions. From
startup to Fortune 500 companies, _________ assists
clients to maximize their return on investment in the
Cloud by providing implementation, development, and
value-added software solutions.
Speaking to Everyone = No One Listens
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5 Messaging
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We provide a
leading, next generation
scalable, social platform
for crowdfunded
glazed-eye jargonation
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• Create with a passion for customer success
• Need nothing
• Truth is the best form of marketing
• Best “ideas” are independent of your “stuff”
Sell Ideas, Not Stuff
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1. “How do you help customers / people?”
2. “So what?”
3. “What’s so great about that?” (WISGAT)
If ideal clients don’t get it easily…change it
Awesomely Simple Messaging Tricks
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6 How To Be Different
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• Being different =>
Fear of criticism =>
Conformity =>
Average Life & $$$
Who The Heck Are YOU?
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Listen To
Your Weird &
Unpopular
“Whispers”
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7 Two Favorite Revenue Tips
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• Make ONE person responsible for
executing and understanding lead follow
up
1) Don’t Send Leads Straight To Salespeople
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• Raise your prices by 10x?!
• Work backwards – what kinds of “Ideal
Customer” would pay that much, and
why?
2) Design A High-Priced Offering
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8 Accelerate Inbound w/Outbound
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Prospecting exposes you to cold
reality & forces you to focus
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Want A Closer Look & Details?
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#INBOUND2013
www.PredictableRevenue.c
om
/inbound
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QUESTIONS
?
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@motoceo
www.LinkedIn.com/in/aaronross
aaron@PredictableRevenue.com
Contact Me
So you don’t have to worry about missing slide text or getting it all down
At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
But perhaps not the ones you wantMore expensive and time-consuming than you realizeCan take a short time or a long time
At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
Sad & frustrated
Sad & frustrated
Under intense scrutiny?
(“Public Display of Action”)
Wedding picture
Wedding picture
Throw a rock cheat sheet
You help them look goodBring value to their audience – Education, Emotion (entertainment experiences)
At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
Shopping mall story If you were king
Shopping mall story
At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
Ideas are important & useful to customers independent of your productBenefirstvs features vs ideasAvoid manipulation, desperation
Blog article: www.predictablerevenue.com/blog/a-sell-ideas-not-stuff-matrix
Under intense scrutiny?
At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
Listen To The WhispersEmbrace your quirky, artsy, fartsy, lame, stupid & impractical ideasLeads to being different, emotional, uniqueThese are good things in both life and sales!www.uniquegenius.com
Under intense scrutiny?
At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
\
Under intense scrutiny?
Throw a rock cheat sheetSell Ideas Not Stuff MatrixUnique Genius videosTriple Guide10x