INBOUND ORGANIZATION:Build and Strengthen Your Company’s Future

TODD HOCKENBERRYtodd@top-line-results.com

@toddhockenberry

What is the problem?

“Everyone wants to grow, no one wants to change”

The Solution

A Mindset shift

Inbound beliefs

•Help others first• Focus beats bandwidth•B2H to H2H•Data drives decisions• Solve for the customer

Inbound beliefs lead to Inbound behaviors

Inbound Behavior

Persona + Journey

Applied to Every Relationship

Icon courtesy of Anurag Sharma

Inbound Behaviors Lead to Outcomes

“Customer experience is the new marketing. Customer experiences are the new brand”

3 Key Steps•Mission Matters•Culture is Destiny•Strategy is Inbound

3 Key Steps

1. Mission Matters•Accurate•Simple•Short•Future-resistant• Inspiring

3 Key Steps

2. Culture is Destiny•Trust•People first•Decision making•Operating system•Find the right people

3 Key Steps

3. Strategy is Inbound•Honest•Engaging•Persona based•Buyer journey focused

Bell Performance•Mission• Content• Inbound Marketing

Tube Form Solutions• Persona - document who you help the most and how• Talk to them• Communicate to the team• Align everyone behind the target persona

“Inbound is a mindset, it is not something you turn on and off. Inbound can’t only be about the way you handle your marketing. To be successful Inbound has to be a culture change and something you live throughout the company every day.”

“To do Inbound you must be Inbound”

Key Takeawaysand Next Steps

TODD HOCKENBERRY

todd@top-line-results.com@toddhockenberry

inboundorganization.com