Soutenance Mémoire Web Business 2014

Thesis defense

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

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


Many people think This is How

Web Marketing Works…


Many people think this is how Web Marketing works…

That’s Interruption Marketing

R


That’s not How people Buy in 2014!

Interruption marketers

R



You and me

Interruption marketers

R



You and me

Interruption marketers Ads

R




How people buy a Web Analytics solution in 2014


Realize a need


Investigate options


Seek out Experts


Find communities


Brand awareness on Social Media


and Convert!


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*)


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


One Upon a time, in the Web Analytics War…

David versus Goliath

AT Internet

AT Internet Googl

e

AdobeIBM

Webtrends


How Inbound Marketing helped AT Internet to fight Goliath…


With a content Strategy


With a Social Media Strategy


And a Good Conversion Funnel


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



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


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



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

€


2011: Web analytics Competition


2014: Web analytics Competition

AT Internet win against Goliath


And the CEO of AT Internet thanked me on LinkedIn!


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


Thank you!

David Planchot06 13 40 24 77Twitter : @DavidplanchSite : www.david-planchot.com Mail : [email protected] : www.linkedin.com/in/davidplanchot

Thank you for your attention

http://www.david-planchot.com/

mailto:[email protected]

https://www.linkedin.com/in/davidplanchot

Soutenance Mémoire Web Business 2014

Internet

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