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Inboundmarketing alovestory-hubspot-mikevolpe-130312141604-phpapp01

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Inboundmarketing alovestory-hubspot-mikevolpe-130312141604-phpapp01

  1. 1. INBOUND MARKETING: A love STORY. Mike Volpe, CMO @ HubSpot @mvolpe | mvolpe@hubspot.com
  2. 2. MARKETING HAS A lovability PROBLEM. Stockbrokers Lawyers Car Salesman Lobbyists Marketers Less Lovable More Lovable
  3. 3. PEOPLE USED TO LOVE ME…Q: right?  
  4. 4. HUMANS HAVE CHANGED.A:
  5. 5. People Have Changed
  6. 6. The Way We Live Has Changed 1990 2000 2010 Hours Worked 9-5 8-6+ Whenever Office 4 Walls Open Cubicles iPhone Internet None Email & Web Research Everything in the Cloud Learn About Products Tradeshows, Ads, Print Publications, Sales Reps Tradeshows & Google Social Media, Google, Freemium Buying Process Sales Rep in Office & Golf Course Sales Rep on Phone / Web No Sales Rep
  7. 7. We used to use all this stuff.
  8. 8. Now all we use is this.
  9. 9. Mobile Ubiquity vs vs THEN. NOW.
  10. 10. Social & Collaborative vs vs THEN. NOW.
  11. 11. Cloud & SaaS vs vs THEN. NOW.
  12. 12. Consumerization of B2B vs vs THEN. NOW.
  13. 13. Changes in Consumer Attention vs THEN. NOW.
  14. 14. What does this all mean?
  15. 15. The customer is in control.
  16. 16. NO ONE WAKES UP AND SAYS: “I want to see an ad.”
  17. 17. SO WHY DO MARKETERS WAKE UP AND SAY: “Let’s make an ad”?
  18. 18. Marketers have been bad.
  19. 19. The old marketing 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened BROKEN.   playbook is  
  20. 20. Marketing needs to change, too. The world has changed…
  21. 21. How do we create marketing that people will love?
  22. 22. Marketing people Inbound love.  
  23. 23. You don’t find customers anymore. They find you.
  24. 24. vs vs Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric INBOUNDTRADITIONAL
  25. 25. Don’t interrupt what people want to consume.
  26. 26. Be what they want to consume.
  27. 27. Think Like a Media Company “What would Oprah do?”  
  28. 28. Inbound Revenue from Inbound Leads $65M
  29. 29. So what is Inbound Marketing?
  30. 30. Inbound Marketing = Content + Context
  31. 31. Content CONTENT + CONTEXT
  32. 32. Build Marketing Assets Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks
  33. 33. Build Marketing Assets
  34. 34. Blog Leads are from Old Articles Do you own or rent your marketing? 70%of all
  35. 35. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS  
  36. 36. Inbound Marketing = Content + Context
  37. 37. Content + Context Personalize the Content to Match your Customer.
  38. 38. Context is personal, not one size fits all.
  39. 39. Context Leads to Engagement Matt Plays •  Marketer at HubSpot •  Loves the outdoors •  Coworker
  40. 40. Context Leads to Engagement
  41. 41. Friends PC / iPhone / iPad In Person Online Quote Request for SUV Customers Provide Context
  42. 42. Ignore Context at Your Own Peril 3 Days Later: The “marketing automation” system sends me this… (Not an SUV)
  43. 43. 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)
  44. 44. The Typical Unsubscribe Notice *You have elected to opt out of receiving emails.
  45. 45. Groupon’s Unsubscribe Notice
  46. 46. lovableContext Leads to Marketing
  47. 47. lovableContext Leads to Marketing
  48. 48. INBOUND Content: • Blog • Social Media • SEO • Offers Context: • 360 view of contacts • Segment emails • Personalize website Marketing People love
  49. 49. Marketing Can Fix Its lovability Problem marketers Less Lovable More Lovable YOU You can help.
  50. 50. Help Make Marketing   a Noble Profession
  51. 51. Do it for the children.
  52. 52. For the love of marketing. Mike Volpe, CMO @ HubSpot @mvolpe | mvolpe@hubspot.com

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