5 Ways to Use Inbound Marketing to Drive RevenueAugust 16, 201611:00am

Peggy Winton, @pwwintonDave Martin, @15davemartin

Introductions

Peggy WintonInterim PresidentAIIMpwinton@AIIM.org@pwwinton

Dave MartinChief Marketing OfficerAptifydave.martin@aptify.com@15davemartinInboundmartech.com

Here’s What We’ll Cover• What is Inbound Marketing?• 5 Ways to Use Inbound – AIIM Case Study• Summary• Inbound Resources

Question: What is Inbound Marketing?

Whether you’re ready or not marketing has already been

disrupted.

Is this you?Are these your members and

prospects?

Consider This…•44% of direct mail is never opened

•91% of users have unsubscribed from a company email they previously opted in to

•200 million phone numbers are on the Do Not Call Registry (in the US)

•86% of viewers skip TV ads

•84% of 25 to 34 year olds have clicked out of a website because of an "irrelevant or intrusive ad"

So what are we to do?

We need to disrupt ourselves!

What is Inbound Marketing?“Any marketing tactic that relies on earning people’s interest instead of buying it.”

“As opposed to marketing that pushes products and services on people.”

- Mashable

• Marketing activities that bring visitors IN• Aligns your content with your members’ and

prospects’ goals, pain points, and challenges

What is Inbound Marketing?

What is Inbound Marketing?

Inbound Marketing Methodology

Tools

Actions

Turn strangers into members and promoters of your association.

Buyer Personas

Inbound Marketing Funnel

TOFU

MOFU

BOFU

Question: What is the hardest part in getting started?

Who Buys or Engages?

• Define personas. Create a content strategy for these personas.•Develop a taxonomy around the content that your personas find valuable. •Take stock of what you’ve got, then develop new, loveable, targeted content.

Do the legwork

• Goal: sell more BPM training courses•Target personna: process specialists in Administration/HR, Program/Product Development, Project Management, other LoB owners•Develop a few content assets for the inbound workflow, beginning with…

Example

Newly-launched BPM Research

1) Attract – highlight a business issue/findings in… •Blog Posts•Other Social Media•SlideShare-- all designed to carry a CTA

2) Convert – present, convince, capture

3) Close – assist through the buying process

4) Delight – use smart content to deliver ongoing value

5) Putting it all together• Start small or you’ll go crazy.•What is the end game? Work backwards from

there.• Automate as much as you can, using workflows

and timed communications.• Analyze constantly; tweak as needed.• Know when to get help.• Don’t forget your sales team. Smarketing. SLA.

Contact UsPeggy WintonInterim PresidentAIIMpwinton@AIIM.org@pwwinton

Don’t forget to evaluate this session. Thanks.

Dave MartinChief Marketing OfficerAptifydave.martin@aptify.com@15davemartinInboundmartech.com

Inbound ResourcesBlogs•Hubspot Blog•Copyblogger•Content Marketing Institute•Kissmetrics•Convince & Convert•Authority Rainmaker•Inbound.org (Hubspot community)•Inbound MarTech Blog (Dave’s blog)

Podcasts• Hubcast• Convince & Convert• Inbound Agency Journey• Call to Action

Leading Inbound Platforms• Hubspot •Marketo• Eloqua (Oracle) • Act-On• Pardot (Salesforce)• Silverpop (IBM)