Brian Halligan: Transforming Marketing

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Go Inbound Marketing 2013: The marketing playbook has fundamentally changed: consumers have more tools than ever at their disposal to block, ignore, or fast forward through traditional advertising. As a result, marketers need to find a different approach to attract, convert, engage, and delight customers. HubSpot's CEO Brian Halligan will talk about how the marketing playbook has changed and how inbound marketing can help companies create marketing people love.

Business Technologie

Inbound Marketing
Brian Halligan
@bhalligan
#GoInboundMktg

@bhalligan #GoInboundMktg

Hate Love

How do you do Inbound
Marketing?

Inbound Marketing = Content + Context
Conte
nt

Inbound Marketing = Content + Context

Inbound Marketing = Content + Context

Inbound Marketing = Content + Context

Inbound Marketing = Content + Context
Conte
xt

Inbound Marketing = Content + Context

Inbound Marketing = Content + Context

Website
Social
Email
f+
$
CR
M
Inbound Marketing = Content + Context

Online Quote
Request for
SUV
Customers Provide Context

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

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)

Context is More than Email

Inbound Marketing
Content:
• Blog
• Social Media
• SEO
• Offers
Context
• 360 view of contacts
• Personalize emails
• Personalize website
• Personalize social

But…

But…
vs

Marketing Hires.

The Press Release Hire .

The Press Release Hire.
Money v Brains
Rent v Own
Hate v Love

D A R C : Digital Native

D A R C : Analytical

D A R C : Reach

D A R C : Content Creator

CEO as Marketer.

WE’VE
GOT OUR
TOES
IN…
36

TIME TO
JUMP IN
ALL THE
WAY!
37

40
http://marketing.grader.com

4
Thank You.

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Insurers' journeys to build a mastery in the IoT usage

Insurers' journeys to build a mastery in the IoT usage

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5. @bhalligan #GoInboundMktg

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8. How do you do Inbound Marketing?

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10. Inbound Marketing = Content + Context

11. Inbound Marketing = Content + Context

12. Inbound Marketing = Content + Context

13. Inbound Marketing = Content + Context Conte xt

14. Inbound Marketing = Content + Context

15. Inbound Marketing = Content + Context

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24. Marketing Hires.

25. The Press Release Hire .

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27. D A R C : Digital Native

28. D A R C : Analytical

29. D A R C : Reach

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31. CEO as Marketer.

32. CEO as brand…

33. CEO as brand…

34. CEO as brand…

35. CEO as brand…

36. WE’VE GOT OUR TOES IN… 36

37. TIME TO JUMP IN ALL THE WAY! 37

40. 40 http://marketing.grader.com

41. 4 Thank You.