© Amor Group, a Lockheed Martin company 2013 

International InboundThese 5 things worked.

Shaun McDougallMarketing Director

This presentation was delivered on Monday the 14 th of October as part of Hubspot’s Inbound UK 2013 conference in London.

The case study highlights the impact of adopting a content led approach on the marketing efforts of Amor Group, a Lockheed Martin Company.

#1:Understand the business value of what you’re doing.

Without that context it’s wasted effort.

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In 2011 we were so outbound and our business strategy

demanded more value from marketing.

------------------------------------Value = impact on the

bottom line

#2:With absolute certainty, there’s no guaranteed method of success.

Except getting to where your customer is.

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That doesn’t have to mean getting on a plane.

#3:We’re marketing, we don’t pitch.

Wrong. Your assets pitch 24/7 – make sure they’re doing it right.

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Take control of your best platform

#4:Lose the heads down, arse up approach.

Prospects want to hear from your experts, and quickly.

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Our brand isn’t just a logo & some colour.

It’s people like Kit, Angela & Alaistair.

Even in B2B, people matter.

#5:Inbound is not the solution, it’s only part of it.

Marketing, business development & sales alignment is critical.

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Worth it?

• Web traffic up 107%

• Leads up from 60 a year to 100/month

• 125% increase in mobile

• Impact on bottom line measured in £m

• One of UK’s fastest growing international businesses

• Acquired by Lockheed Martin – brand, personality, approach and platforms all praised

@shaunmcdougall

shaun.mcdougall@lmco.com