INBOUND MARKETING: Your Competitive Advantage.

Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat kflanagan@hubspot.com

This used to be a lot

easier

3

4

Interruption Was Easy Marketers just grabbed the microphone to shout about their brands.

THAT MARKETING PLAYBOOK

IS BROKEN.

86% skip TV ads

91% unsubscribefrom email

200Mon the

Do Not Call list

44% of direct mail is never opened

So how do your customers

buy today?

HAS A NEED …

Source: MEC, via Econsultancy, August 2012

“Natural search results

account for 94% of clicks”

HAS A NEED …

ASK OUR FRIENDS

Source: Experian Hitwise, via AOP, May 2012

“Facebook accounts for 47.86% of all

social networking traffic in the

UK”

ASK OUR FRIENDS

TRUST OUR NETWORKS

How trusted are the employees writing

our content?

TRUST OUR NETWORKS

EDUCATE OURSELVES

and CONVERT

You can’t buy these customers, you have to

earn them.

VS.

Cold Calling SPAM

InterruptionMarketer

SEOBloggingAttractionCustomer

OUTBOUND INBOUND

IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.

IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.

earning is

worth it!

TRAFFIC TO HUBSPOT.COM

2006 2007 2008 2009 2010 2011 20120

2000000

4000000

6000000

8000000

10000000

12000000

14000000

TRAFFIC TO BLOG.HUBSPOT.COM

2006 2007 2008 2009 2010 2011 20120

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

I WANT SOME.

INBOUND MARKETING = CONTENT + CONTEXT.

INBOUND MARKETING = CONTENT + CONTEXT.

Content

BUILD MARKETING ASSETS.

Blog & eBooks Tools Photos Videos & Podcasts Presentations

START WITH A PERSONA.

what are their goals?what are their challenges?

how can we help?

START WITH A PERSONA.

what are their goals?what are their challenges?

how can we help?

We have an amazing Webinar series all about

this. http://bit.ly/QDraId

PERSONALISE YOUR FUNNEL.

TOFU Content Mapped to Buyer Needs

PERSONALISE YOUR FUNNEL.

TOFU Content Mapped to Buyer Needs

We will talk about this later.

BLOGGING IS A GREAT WAY TO GET STARTED

2006 2007 2008 2009 2010 2011 20120

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

2006 2007 2008 2009 2010 2011 20120

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

Top 3 source of leads

BLOGGING IS A GREAT WAY TO GET STARTED

2006 2007 2008 2009 2010 2011 20120

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

10% visit Hubspot.com

BLOGGING IS A GREAT WAY TO GET STARTED

2006 2007 2008 2009 2010 2011 20120

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

10-20% Lead conversion rate

BLOGGING IS A GREAT WAY TO GET STARTED

Blogging Ideas?

GOOGLE KEYWORD TOOL

The easiest way to get started with

keyword research.

UBBERSUGGEST.org

Scrapes Google Suggest. Will

generate LOTS of blog post ideas

EVERNOTE (WEB CLIPPER)

Great artists steal borrow. Fuel your

brainstorm sessions

TRY OUR KEYWORD TOOL FOR FREE

http://offers.hubspot.com/free-trial-keywords-tool

What Topics Can You Own?

The #SOIM

Survey results of

970+ marketing

professionals

Make it into an Event.

The #SOIM

Survey results of

970+ marketing

professionals

Make it into an Event.

#SOIM 2013 a lot bigger

- 3000 participants- US vs INTL data

267,654 Twitter

Followers

454,350Facebook

Likes

80,000+

LinkeInGroup

members

so?

2006 2007 2008 2009 2010 2011 20120

500000

1000000

1500000

2000000

2500000

OUR SOCIAL MEDIA TRAFFIC

2006 2007 2008 2009 2010 2011 20120

500000

1000000

1500000

2000000

2500000

OUR SOCIAL MEDIA TRAFFIC

Top 3 source leads

2006 2007 2008 2009 2010 2011 20120

500000

1000000

1500000

2000000

2500000

7-10% Lead

Conversion Rate

OUR SOCIAL MEDIA TRAFFIC

INBOUND MARKETING = CONTENT + CONTEXT.

INBOUND MARKETING = CONTENT + CONTEXT.

CONTEXT IS PERSONAL.

NOT ONE SIZE FITS ALL.

CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.

PERSONAL IS GOOD.

WHAT ARE YOUR CUSTOMERS INTERESTS?

OFFER WHAT THEY NEED.

Remember I said our conversion rate was 10-20%

WHERE ARE THEY IN THE BUYING CYCLE?

I’ve already got this.

I am ready for this

ASK THE RIGHT QUESTIONS

THEY NEED HELP WITH DIFFERENT THINGS

get traffic

I get emails that help me with this

get leads

get customers

I get emails that help me with this

I get emails that help me with this

Remember

INBOUND $*.

*$65 million in revenue from inbound leads

Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat kflanagan@hubspot.com

INBOUND MARKETING: Your Competitive Advantage.