THE INBOUND REVOLUTION:

How Integrated Inbound Marketing is enabling Smart Companies of all sizes

to Compete on Agility

Bob Apollo

Inflexion-Point Strategy Partners

…and attractive content

In  The  Years  Prior  to  the    Revolu3on…  

Customers  relied  on    vendors  (and  their  salespeople)  for  informa3on  

Occasionally,  they  even    

trusted  what  they  

said…  

What  choice  did  they  have?  

It  used  to  be  that  Big  Budgets  =  Best  Results  

Technology  has  levelled  the  landscape  

But  now…  

Big  Customers  Big  Vendors  Big  Budgets  Big  Projects  Big  Barriers  

Barriers  to  Technology  Adop:on  

The  Democra:sa:on  of  Technology  

Now  we  can  leave  the  Big  Budgets…  

…to  the  Mad  Men  (and  Women)  

…It  maIers  how  smart  and  agile  we  can  become  

It  doesn’t  maIer  how  big  we  are…  

a·∙gil·∙i·∙ty    [uh-­‐jil-­‐i-­‐tee]    noun    1.  the  power  of  moving  quickly  and  easily    2.  the  ability  to  think  and  draw  conclusions  quickly  

The  Revolu:on  in  Buying  Behaviour  

Hate  being  sold  to  

The  Revolu:on  in  Buying  Behaviour  

Hate  being  sold  to  

Appreciate  learning  something  useful  

The  Revolu:on  in  Buying  Behaviour  

Filter  out  sales  pitches  

The  Revolu:on  in  Buying  Behaviour  

Filter  out  sales  pitches  

Seek  out  

relevant  informa:on  

The  Revolu:on  in  Buying  Behaviour  

Resent  interrup:ons  Distrust  adver:sing  Avoid  cold  calls  Block  spam  

Resent  interrup:ons  Distrust  adver:sing  Avoid  cold  calls  Block  spam  

Do  their  own  research  

Avoid  involving  vendors  un:l  far  later  in  the  buying  decision  process  

THEN  

OUTBOUND  

COLD  CALL  

ADVERTISE  

EMAIL  SPAM  

DIRECT  MAIL  

PRE-­‐REVOLUTION                        POST  REVOLUTION  

THEN  

OUTBOUND  

COLD  CALL  

ADVERTISE  

EMAIL  SPAM  

DIRECT  MAIL  

NOW  

INBOUND  

BLOG  

FREE  STUFF  

GOOGLE  

SOCIAL  

PRE-­‐REVOLUTION                        POST  REVOLUTION  

THEN  

OUTBOUND  

PUSH  

SHOTGUN  

RENT  LISTS  

BUDGET  

                 FROM  PUSH                                                    TO  PULL  

THEN  

OUTBOUND  

PUSH  

SHOTGUN  

RENT  LISTS  

BUDGET  

NOW  

INBOUND  

PULL  

SEGMENT  

BUILD  LISTS  

BRAINS  

                 FROM  PUSH                                                    TO  PULL  

REPEL  

REPEL   ATTRACT  

How  can  we  more  of  the  

of  

aTract    right  sort    prospects?  

Saying  Something  That  Resonates  With  Them  

Using  Words  They  Are  Comfortable  With  

GeVng  Found  Where  They  Are  Looking  

Taking        them  on  a  Journey  

Making  every  conversa3on  

…for  everyone  involved  

a  learning  opportunity  

Ar3cula3ng  a  Dis3nc3ve  Point  of  View  

Delivering  a  Stream  of  Value  

Key Building Blocks

Ideal  Customers  

SITUATIONAL  BEHAVIOURAL  

ENVIRONMENTAL  ORGANISATIONAL  

Key  Stakeholders  

Roles,  Concerns  and  Mo:va:ons  

Issues,  Trends  and  Trigger  Events  

Naviga:ng  the  BuyerSphere  

Blogs Blogs

Blogs Blogs

Press & Analysts

Industry Associations

Other Vendors

Colleagues & Associates

Aligning  Content  to  the  Buying  Process  

Attract

Engage

Nurture

Convert

= Research

= Consideration

= Evaluation

= Selection

Simple Example

Crossing the

Chasm

From Early Adopters to Mainstream Markets A critical phase in the lives of many promising companies We have a certain amount of experience of the process…

The Chief Executives of B2B focused technology companies who were familiar with the concept and were trying to “Cross the Chasm”…

…or were worried they might have

Our Target Audience fallen into it

Laying the Foundations

Thematic web page

Clear Call to Action

Blogging Syndication

Twitter

Keyword Performance

Page 1 on Google

Immediately  under  the  Amazon  ad  for  the  book…  

Dramatic Lead Growth

Chasm Campaign

Webform

37.4% conversion rate

Email

24.5% open rate 35.7% click rate

Blog 36% increase in subscribers

Outcomes

a·∙gil·∙i·∙ty    [uh-­‐jil-­‐i-­‐tee]    noun    1.  the  power  of  moving  quickly  and  easily    2.  the  ability  to  think  and  draw  conclusions  quickly    3.  the  ability  to  take  integrated  ac:on  quickly  

Learning and doing faster than your competition

Tomorrows competitive advantage?

Under £300/month

Technology no longer a barrier…

…to competing at the speed of thought

Integrated Inbound Marketing can enable

any smart organisation to compete

on the basis of agility

My Conclusion?

INFLEXION�POINT

Bob Apollo

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Twitter: bobapollo Email: bob@inflexion-point.com Blog: www.inflexion-point.com/blog LinkedIn: http://uk.linkedin.com/in/bobapollo LinkedIn Group: B2B Sales and Marketing

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