Thesis defense

Inbound Marketing for startups: How to earn Customers without paying for them?AT Internet Success Story

David Planchot - MBA Web Business

David Planchot - MBA Web Business

Overview

1. Interruption Marketing

2. Inbound Marketing

3. Story about Inbound Marketing

4. Results of Inbound Marketing Strategy

5. Conclusion

David Planchot - MBA Web Business

Many people think This is How

Web Marketing Works…

David Planchot - MBA Web Business

Many people think this is how Web Marketing works…

David Planchot - MBA Web Business

Many people think this is how Web Marketing works…

David Planchot - MBA Web Business

Many people think this is how Web Marketing works…

David Planchot - MBA Web Business

Many people think this is how Web Marketing works…

That’s Interruption Marketing

R

David Planchot - MBA Web Business

That’s not How people Buy in 2014!

Interruption marketers

R

David Planchot - MBA Web Business

That’s not How people Buy in 2014!

You and me

Interruption marketers

R

David Planchot - MBA Web Business

That’s not How people Buy in 2014!

You and me

Interruption marketers Ads

R

David Planchot - MBA Web Business

That’s not How people Buy in 2014!

David Planchot - MBA Web Business

How people buy a Web Analytics solution in 2014

David Planchot - MBA Web Business

Realize a need

David Planchot - MBA Web Business

Investigate options

David Planchot - MBA Web Business

Seek out Experts

David Planchot - MBA Web Business

Find communities

David Planchot - MBA Web Business

Brand awareness on Social Media

David Planchot - MBA Web Business

and Convert!

David Planchot - MBA Web Business

That’s How people Buy in 2014!

David Planchot - MBA Web Business *Via Forrester’s Interactive Marketing 2012

Report

Inbound Marketing = 90% of traffic(but only $5 Billion dollars invested in 2012*)

David Planchot - MBA Web Business *Via Forrester’s Interactive Marketing 2012

Report

Inbound Marketing = 90% of traffic(but only $5 Billion dollars invested in 2012*)

Paid Marketing =10% of traffic

($40 Billion dollars invested in 2012*)

David Planchot - MBA Web Business

Now, let’s start with a story about Inbound Marketing…

David Planchot - MBA Web Business

One Upon a time, in the Web Analytics War…

David versus Goliath

AT Internet

AT Internet Googl

e

AdobeIBM

Webtrends

David Planchot - MBA Web Business

How Inbound Marketing helped AT Internet to fight Goliath…

David Planchot - MBA Web Business

With a content Strategy

David Planchot - MBA Web Business

With a Social Media Strategy

David Planchot - MBA Web Business

And a Good Conversion Funnel

David Planchot - MBA Web Business

Results of Inbound Marketing strategy

12-oc

t

12-no

vdé

c-12

janv-1

3fév

r-13

mars-13

avr-1

3mai-

13jui

n-13jui

l-13

août-1

3

sept.-1

3oct

.-13

nov.-

13dé

c-13

janv-1

4fév

r-14

mars-14

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500 SEO Traffic evolution on Website in 2013

David Planchot - MBA Web Business

Results of Inbound Marketing strategy

12-oc

t

12-no

vdé

c-12

janv-1

3fév

r-13

mars-13

avr-13

mai-13jui

n-13jui

l-13

août-1

3

sept.-1

3oct

.-13

nov.-

13dé

c-13

janv-1

4fév

r-14

mars-14

0

2000

4000

6000

8000

10000

12000

Blog traffic evolution in 2013

Visites Nombre pages vues

David Planchot - MBA Web Business

12-oct

12-nov

déc-12

janv-13

févr-13

mars-13

avr-13

mai-13

juin-13

juil-13

août-13

sept.-13

oct.-13

nov.-13

déc-13

janv-14

févr-14

mars-14

-

20

40

60

80

100

120

140

160

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0.40%

Increase of leads number in 2013

Nombre de leads Taux de conversion

Results of Inbound Marketing strategy

David Planchot - MBA Web Business

2013: Inbound Marketing results for AT Internet

Blog Traffic and Inbound Marketing actions+ 200 %Website Traffic+ 250 %Lead Generation+ 80 %

Revenue+ 20 %

Net results+ 30 %

18 M €0,7 M

€

David Planchot - MBA Web Business

2011: Web analytics Competition

David Planchot - MBA Web Business

2014: Web analytics Competition

AT Internet win against Goliath

David Planchot - MBA Web Business

And the CEO of AT Internet thanked me on LinkedIn!

David Planchot - MBA Web Business

Conclusion

« If you have more money than brains, you should focus on Outbound Marketing.

But if you have more brains than money, you should focus on Inbound Marketing »

Guy Kawasaki,Founder of Alltop.comChief Evangelist, Canva

David Planchot - MBA Web Business

Thank you!

David Planchot06 13 40 24 77Twitter : @DavidplanchSite : www.david-planchot.com Mail : David85.pla@gmail.comLinkedin : www.linkedin.com/in/davidplanchot

Thank you for your attention