Phoenix HubSpot User GroupNovember 2011

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Planning & Executing Your 2012Marketing Plan

@dantyredtyre@hubspot.com602.432.7451

HELLO, MY NAME IS DAN

Go Inbound1

The Marketing Playbook

4

The Marketing Playbook IS BROKEN.

CALLER ID

5

TelemarketingDirect Mail

Email BlastsPrint/Radio Ads

PRPaid Search

Email

VS.

SEOBlogging

Social MediaViral VideosFreemium

Trials

6

VS.

7

VS.

8

Content2

EITHER WRITE SOMETHING WORTH READING OR DO SOMETHING WORTH WRITING.

—Benjamin Franklin

“ “

• Blog.HubSpot.com

• YouTube.com/HubSpot

• Slideshare.com/HubSpot

• Flickr.com/HubSpot

• HubSpot.TV

Create ContentA

11

OptimizeB

“100 AWESOME Marketing

Stats, Charts & Graphs” vs. “100 Charts”

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YOU.Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

great

please

retweet

post

blog

social

freemedia

help

please retweetsocial media

10

follow

how to topblog postcheck outnew blog post

twitter

13

INSIGHTS.

Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

analysis

advicereview

recentbest

product

tipsfacts

whytopquestions

build

soongreat

answers

14

1 2 3 4 5 6 7 8 9 10 11 12 130

2

4

6

8

10

12

14

Average Content Gets Shared

13

15

AWESOME Content Gets Shared MORE

1 2 3 4 5 6 7 8 9 10 11 12 130

1000

2000

3000

4000

5000

6000

7000

8000

9000

8,191

16

PromoteC

17

Leads3

MEASURE OFTEN. EVOLVE FAST.

19

DON’T DIP YOUR TOE IN20

JUMP IN ALL THE WAY 21

CRUSH YOUR COMPETITORS

with Inbound Marketing

22

Thank You

WHAT DO THESE COMPANIES HAVE IN COMMON?

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$92B$50B

$8B

$10B

$150B

$12B

25

Usage & ConversionA

Usage

Better Conversion

Better Personalization

Better Value

More

26

Users & ConversionB

UsersBetter Personalization

Better ValueBetter Conversion

More

27

28

29

30

31

32

SEGMENTATIONWeb

Email

Mobile

PERSONALIZATION

Page Visits

f+ Facebook Follow

Blog Sub

Webinar

USER ACTIVITY

33

Purchase Hx $

Visitor

%

NOYOUR NAME

YOUR COMPANY

YOUR WEBSITE

Join our Community!

34

User

%

YES

Activity from Your Network:• Item A• Item B• Item C

Webinars You Missed:• Webinar 1• Webinar 2• Webinar 3

Welcome back, Brian!

35

Customer

%

PERSONALIZED

Activity from Your Network:• Item A• Item B• Item C

Webinars You Missed:• Webinar 1• Webinar 2• Webinar 3

Welcome back, Brian!

You’ll love these blog articles:

Item AItem BItem C

Elite

36

IF I HAVE SEEN A LITTLE FURTHER IT IS BY STANDING ON THE SHOULDERS OF GIANTS.

—Isaac Newton

“ “

Build a Killer Inbound Marketing Team4

The Press Release Hire

Push

RentInterrupt

Outbound

39

DARC

DigitalAnalyticalReachContent Creator

41

@mvolpe

TOFU

MOFU OTHER

The New Org Chart

Empower EVERYONE.

42

Write like a human,not a marketer.

43

TOFU

MOFU

44

45

46

Sell more like . Market more like

.47

Get a Free Inbound Marketing Assessment

48

1 2 3 4 5 6 7 8 9 10 11 12 130

1000

2000

3000

4000

5000

6000

7000

8000

9000 VS. 13 8,191

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