INBOUND MARKETING: A LOVE STORY.

Mike Volpe, CMO @ HubSpot @mvolpe | mvolpe@hubspot.com

MARKETING HAS A LOVABILITY PROBLEM.

stockbrokers lawyers car salespeople lobbyists

marketers

Less Lovable More Lovable

PEOPLE USED TO LOVE ME. (right?) WHAT HAPPENED?

HUMANS HAVE CHANGED.

HUMANS HAVE CHANGED.

1990 2000 2010

Hours Worked 9-5 8-6+ Whenever

Office 4 walls Open Cubicles iPhone

Internet None Email & Web Research Everything

in the Cloud

Learn about products

Tradeshows, Ads, Print Publications,

Sales Reps

Tradeshows & Google

Social Media, Google, Freemium

Buying process Sales Rep in

Office & Golf Course Sales Rep on Phone / Web

No Sales Rep

MOBILE UBIQUITY.

VS.

SOCIAL & COLLABORATIVE.

VS.

CLOUD & SAAS.

VS.

CONSUMERIZATION OF B2B.

VS.

CHANGES IN CONSUMER ATTENTION.

86% skip TV ads

91% unsubscribe

200m Say DO NOT CALL

44% of direct mail is never opened

HUMANS HAVE CHANGED.

Social / Collaboration + Mobile Ubiquity + Cloud / SaaS + Consumerization of B2B + Changes in Attention Customer is in Control

HOW CAN YOU DO MARKETING THAT TODAY’S HUMANS WILL LOVE?

HOW NOT TO GET SOMEONE TO LOVE YOU.

Love me!!!

1% OF COLD CALLS WORK. THE OTHER 99% HATE YOUR GUTS. #INBOUND -- @MVOLPE [Click to Tweet this]

THE MARKETING PLAYBOOK

IS BROKEN.

86% skip TV ads

91% unsubscribe from email

200M on the

Do Not Call list

44% of direct mail is never opened

VS.

Cold Calling Cold Emails (SPAM)

Interruptive Ads Marketer - Centric

SEO Blogging Attraction Customer - Centric

INBOUND TRADITIONAL

CREATE MARKETING PEOPLE LOVE.

INBOUND $.

*$65 million in revenue from inbound leads (blog, social, SEO)

INBOUND MARKETING = CONTENT + CONTEXT.

INBOUND MARKETING = CONTENT + CONTEXT.

Content

Mom, I just bought

10,000 names from a list

service & sent them all

an email.

NO ONE WAKES UP AND SAYS “I WANT TO SEE AN AD.” WHY DO MARKETERS WAKE UP AND SAY “LET’S MAKE AN AD”? #INBOUND -- @MVOLPE [Click to Tweet this]

http://twitter.com/meaghano/status/1767991757

YOU DON’T FIND CUSTOMERS ANYMORE. THEY FIND YOU.

[Click to Tweet this]

THINK LIKE A MEDIA COMPANY.

“WHAT WOULD OPRAH DO?”

DON’T INTERRUPT WHAT PEOPLE WANT TO CONSUME, BE WHAT THEY WANT TO CONSUME. #INBOUND -- @MVOLPE [Click to Tweet this]

BUILD MARKETING ASSETS.

Blogs Interactive Tools

Photos & Infographics

Videos & Podcasts

Presentations & eBooks

Title Goes Here

70% of our

blog leads are from

OLD articles

vs

DO YOU OWN OR RENT YOUR MARKETING?

INBOUND MARKETING = CONTENT + CONTEXT.

INBOUND MARKETING = CONTENT + CONTEXT.

KNOW THE CONTEXT.

Friends PC / iPhone / iPad In Person

Online quote request for SUV

IGNORE CONTEXT AT YOUR PERIL.

3 days later the “marketing automation” system sends me this…

(not an SUV)

CONTEXT IS MORE THAN EMAIL.

5 days later I go back to the website and try to remember where the SUVs are…

(not personalized website)

CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.

THE AVERAGE UNSUBSCRIBE SCREEN.

GROUPON’S UNSUBSCRIBE SCREEN.

HUBSPOT’S UNSUBSCRIBE SCREEN.

http://twitter.com/meaghano/status/1767991757

ENGAGEMENT THROUGH CONTEXT.

ENGAGEMENT THROUGH CONTEXT.

86% of C-level execs have a smartphone.

The majority say it is their primary communication tool.

MOST EMAIL IS NOT MOBILE OPTIMIZED.

MOST WEBSITES AREN’T MOBILE OPTIMIZED.

HUMANS HAVE CHANGED.

MARKETING NEEDS TO FIX ITS LOVABILITY PROBLEM.

marketers

Less Lovable More Lovable

YOU

Help Make Marketing a Noble Profession

Content: • Blog • Social Media • SEO • Offers

Context: • 360 view of contacts • Segment emails • Personalize website

Inbound Marketing

NEXT STEPS: 1. Get your Marketing Grade at

http://Marketing.Grader.com

2. Read our blog at http://Blog.HubSpot.com

3. Attend INBOUND Conference: www.INBOUND.com

4. Learn about HubSpot at www.HubSpot.com