PMA Todd Hockenberry 9-27-18 · “Inbound is a mindset, it is not something you turn on and off....
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Transcript of PMA Todd Hockenberry 9-27-18 · “Inbound is a mindset, it is not something you turn on and off....
INBOUND ORGANIZATION:Build and Strengthen Your Company’s Future
TODD [email protected]
@toddhockenberry
What is the problem?
“Everyone wants to grow, no one wants to change”
The Solution
A Mindset shift
Inbound beliefs
•Help others first• Focus beats bandwidth•B2H to H2H•Data drives decisions• Solve for the customer
Inbound beliefs lead to Inbound behaviors
Inbound Behavior
Persona + Journey
Applied to Every Relationship
Icon courtesy of Anurag Sharma
Inbound Behaviors Lead to Outcomes
“Customer experience is the new marketing. Customer experiences are the new brand”
3 Key Steps•Mission Matters•Culture is Destiny•Strategy is Inbound
3 Key Steps
1. Mission Matters•Accurate•Simple•Short•Future-resistant• Inspiring
3 Key Steps
2. Culture is Destiny•Trust•People first•Decision making•Operating system•Find the right people
3 Key Steps
3. Strategy is Inbound•Honest•Engaging•Persona based•Buyer journey focused
Bell Performance•Mission• Content• Inbound Marketing
Tube Form Solutions• Persona - document who you help the most and how• Talk to them• Communicate to the team• Align everyone behind the target persona
“Inbound is a mindset, it is not something you turn on and off. Inbound can’t only be about the way you handle your marketing. To be successful Inbound has to be a culture change and something you live throughout the company every day.”
“To do Inbound you must be Inbound”
Key Takeawaysand Next Steps
