A Roadmap to Inbound Marketing in the Enterprise
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A ROADMAP TO INBOUND MARKETING IN THE ENTERPRISE. Thanks for joining us!
description
This year, 48% of marketers plan to increase their inbound marketing spending – the third year in a row that inbound budgets are increasing at a near 50% pace. This shift is happening for good reason. Inbound marketing consistently delivers 54% more leads into the funnel at a lower cost compared to traditional tactics. Contrary to belief, inbound is not just for small business. Larger organizations such as Salesforce, NEC, Thermo Fisher, and Tufts have implemented inbound marketing to improve demand generation, ROI, and lead quality. And during in this webinar, we're going show you how they did it.
Transcript of A Roadmap to Inbound Marketing in the Enterprise
A ROADMAP TO INBOUND MARKETING IN THE ENTERPRISE.
Thanks for joining us!
Hi, I’m Mike
CMO @mvolpe
Hi, I’m Jessica
Enterprise Marketing @jessicameher
#IMenterprise
#IMenterprise
Early Bird Pricing Ends
May 31st!
Register: inbound.com
www.hubspot.com/playbook
60,000 Inbound
Leads/Mo.
8,500 Customers
278,000 Twitter
Followers 4.7 million Free Users
Top 10 Blog
Buying has changed.
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88% of US internet users ages 14+ browse or research products online.
- US Digital Media Usage report, eMarketer
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You don’t find customers anymore.
They find you.
NO ONE WAKES UP AND SAYS:
“I want to see an ad.”
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SO WHY DO MARKETERS WAKE UP AND SAY:
“Let’s make an ad”?
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85% of consumers still don’t trust brands online.
- Forrester Research, March 2013
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#IMenterprise
Marketing needs to change, too.
The world has changed…
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The old marketing
86% skip TV ads
91% unsubscribe from email
200M on the
Do Not Call list
44% of direct mail is never opened
BROKEN. playbook is
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vs vs
Cold Calling Cold Emails (SPAM)
Interruptive Ads Marketer - Centric
SEO Blogging Attraction Customer - Centric
INBOUND (Permission)
OUTBOUND (Interruption)
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Don’t interrupt what people want to consume.
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Be what they want to consume.
Inbound marketing is about…
Building trust, not skepticism Being loved, not ignored
Out-smarting, not out-spending
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48% of marketers plan to increase inbound spending.
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WHAT YOU’LL LEARN TODAY:
1. Enterprise marketing & branding in the inbound age
2. Components of a best-in-class inbound strategy
3. Hiring and organizing a team of inbound marketers
4. Real-life case studies of inbound success
5. Live Q&A
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Enterprise Marketing in the Inbound Age
Owned Media Attracts Earned Media.
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Where Does Inbound Fit In?
Type Definition Examples The Role Benefits Challenges
Owned Media Channel a
brand controls Website
Mobile
Blog
Build for longer-term
relationships with existing
and potential customers
and earn media
Control
Sost efficiency
Longevity
Versatility
Takes to scale
Paid Media Brand pays to
leverage
channel
Paid search
Ads
Sponsorships
To get immediate, short-
term results from an under-
utilized channel
Immediacy
Scale
Control
Clutter
Declining response
rates
Poor credibility
Earned Media When
customers
become the
channel
Word of
Mouth
Buzz
Listen and respond - often
the result of well-executed
and well-coordinated
owned and paid media
Most credible
Transparent No control
Scale
Hard to measure
Credit: Forrester Research
Thought Leadership is the New Advertising.
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Consumers don’t want this…
…But this
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“Connecting used to be, ‘Here’s some product, and here’s some advertising. We hope you like it…. Connecting today is about dialogue and education.”
- Nike CEO Mark Parker
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Inbound marketing builds trust, expertise, and authority.
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“The businesses that are the best educators will be the most successful.” - @MarkKilens
Components of a Best-in-Class Inbound Strategy
Customer
Offer Landing Page CTAs
Website Blog Email Paid Press Co-Marketing Video SlideShare Mobile
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How Effective Enterprise Marketers Increase Revenue
Create blog content, search engine optimize (SEO)
your content, and promote it on social media sites.
Place calls-to-action throughout your website, blog, social
accounts and email to drive visitors to landing pages with forms.
Send leads targeted, automated emails to drive them along your
buying cycle. Provide your sales team with lead intelligence so they
can make more effective sales calls.
Analyze the success of your marketing campaigns, and determine
which areas need further optimizations for future success. Analyze
Get
Customers
Get Traffic
Get Leads
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Building an Inbound Team
Digital
Analytical
Reach
Content
Smart
GSD
HubSpot’s Marketing Team
Top of Funnel Middle of
Funnel Product Mktg Brand & Buzz
Results / Metrics
• Website visitors
• New contacts
generated
Activity
• Blog articles
• Ebooks & webinars
• Social engagement
• Other content
Results / Metrics
• Revenue pipeline $
• Sales goal %
Activity
• Lead nurturing
• Lead scoring
• Sales coordination
Results / Metrics
• Sales test scores
• % sales selling
various features
• User testing
Activity
• Product content
• Sales and other
product training
Results / Metrics
• Event attendance
and survey feedback
• PR hits, brand traffic
Activity
• Events
• PR pitches
• Videos & graphics
The Marketing SLA
Lead Type Lead Value
Webinar $.07
eBook $.05
Free Trial $.45
Demo Request $.95
Owner Ollie Leads (1-100 Employees)
Lead Type Lead Value
Webinar $.35
eBook $.45
Free Trial $2.10
Demo Request $2.75
Marketing Mary Leads (100-2,000 Employees)
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The Sales SLA
Attempt #
LT
V / C
OC
A
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Daily Accountability for Marketing & Sales
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Case Studies of Inbound Marketing Success
Ektron
• To be completed
Results
How To Get Started with Inbound
www.hubspot.com/ima
thank you.
