What is Inbound Marketing · What is Inbound Marketing How Will It Help ... many people still read...
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What is Inbound Marketing How Will It Help My Business Grow
Transcript of What is Inbound Marketing · What is Inbound Marketing How Will It Help ... many people still read...
What is Inbound Marketing
How Will It Help My Business Grow
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Index
1. Inbound Defined
2. Buying Habits Have Changed
3. Why Inbound is Important
4. It Works for Any Type of Business
5. Inbound Marketing is Here to Stay
6. Companies are Banking on Inbound
7. The Sales/Marketing Funnel
8. The Buyer’s Journey
9. What Inbound Looks Like
10. How Inbound Will Help Your Business Grow
11. About Modthink
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“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”
“Any Marketing Tactic that relies on earning people’s interest instead of buying it: aka the key to marketing transformation.”
You can’t tell (push) people to buy You have to ask (pull) them
Inbound Marketing Defined
This is how Seth Godin first defined Inbound Marketing (he called it “permission marketing”) in this January 2008 blog post. He recognized the changes happening at the confluence of Search (Google, Bing), Mobile (iPhone, Android), and Social (Facebook, LinkedIn).
Brian Halligan (CEO and Founder of HubSpot) wrote his book Inbound Marketing: Get Found Using Google, Social Media, and Blogs in 2009 where he coined the phrase “inbound Marketing” and gave us this definition:
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Buying Habits Have Changed
94% skipTV ads
91% unsubscribefrom email
27% never opendirect mail
200M on the Do Not Call list
Your Buyers Complete 57% of Their Research BEFORE You Talk to Them
89% of B2B Buyers Are Online Researching Your Products AND Your Competitors Right Now
Sourced from the blog Think With Google. Statistics in various posts representing a number of research collaborations between Google and leading industry professionals.
Are you finding it harder to find leads?
Marketing has to change too. The old way to market is becoming less and less effective. In the old model, a brand pushed it’s message out to a large audience in hopes of capturing a few in that audience as leads.
It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few.
M. Lawrence LightFormer Chief Marketing OfficerMcDonalds
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Why Inbound is Important
Who is educating your customers? Who is building their trust?
Inbound has flipped the traditional marketing model on its head. Think about how many buyers use the Yellow Pages any more. How many people still read their snail mail before tossing it into the trash?Google and Facebook give a buyer much of the information they need to educated themselves before making their final purchase decision.
What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from “telling and selling” to building relationships.
Jim StengelFormer Global Marketing OfficerProcter & Gamble
TraditionalCold CallingCold Emails
Interruptive AdsMarketer-centric
InboundSEO
BloggingAttraction
Customer-centric
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It Works for Any Type of Business
Think About Your Ideal CustomerAnd ask yourself these questions:1. Is your offering high value? Is your customer’s life time value significant?2. Does your client research you and your competitors before they buy?3. Do you currently spend time educating your prospects and building
their trust?4. Are your current marketing investments bringing you the quality of
leads you want?
Data from State of Inbound Marketing 2015.
If you’re nodding your head, Inbound Marketing Will Work for You
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Inbound Marketing is Here to StayGoogle’s trend tracking gives us an indication of interest in a certain topic.
As you can see from this graph, interest in inbound marketing is on the rise. Companies are understanding they need to use the digital tools available to them to attract, educated, and wow their leads and customers.
Marketing Automation companies are enabling this growth.
Data from Google Trends search for “inbound marketing” 2004 to presentMarket Capitalization numbers from Yahoo Financial
HubSpot founded (HUBS market cap $1.9B)
Marketo foundedMKTO market cap $1.59B
Pardot founded(acquired by Salesforce CRM market cap $50B))
Stock investors agree
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Companies are Banking on Inbound
Data from State of Inbound Marketing 2015.
Small and medium businesses are recognizing mass marketing tactics are not producing the best bang for their buck.
Marketing managers are shifting more and more resources toward inbound marketing and sales strategies.
Executives are realizing the data centric elements of inbound marketing provide a much clearer picture into measurable ROI.
Are your competitors investing in Inbound Marketing?
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The Sales/Marketing FunnelThe nature of inbound marketing makes collaboration between Marketing and Sales essential.
Marketers must know what tactics salespeople use to educate their leads, how they build trust, and how they close deals.
The sales team has to understand the CRM, marketing automation, and educational components to focus on the right leads, with the right intel, at the right time.
The sales and marketing processes have never been as tightly integrated… or more effective!
Working together they have to make the handoff between Marketing Qualified Leads to Sales Qualified Leads seamless.
Both teams must review the data analysis to know what is working and where they can improve.
The sales and marketing processes have never been as tightly integrated… or more effective!
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The Buyer’s JourneyEvery salesperson and marketer has seen some version of this diagram.
HubSpot did a great job distilling the buyer’s journey down to it’s key elements.
As your customers go through this journey, each stage gives you the opportunity to be their trusted consultant. Educate them while demonstrating your expertise. Sell to them when they are ready.
Sell to them when they are ready.
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What Inbound Looks Like
Blog PostsWebinarsEbooks
White Papers
Smart FormsLanding PagesCalls-to-Action
Newsletters
CRMSequencesWorkflows
Emails
SurveysUpsells
MonitoringSmart Content
Strangers Visitors
ATTRACT CONVERT CLOSE DELIGHT
Leads Customers Promoters
Strategy• Attracted visitors with SEO optimized content• Educate, engage, and Nurture leads thorough
the buyers journey• Delight customers to become promoters of
you business
Tactics• Blogging• Downloadable content• Social Media Syndication• Calls-to-Action, Landing Pages and Smart
Forms• Marketing Automation platform• Integrated CRM• Partnership between Marketing and Sales
Long-term vision of your sales pipeline
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More Inbound Stats
54% more leads are generated by inbound tactics than traditional paid marketing. (State of Inbound, 2014)
Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. (CSO Insights)
Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts. (SilverPop/DemandGen Report)
Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (HubSpot)
$20K is the average companies save per year by investing more in inbound marketing vs. outbound. (State of Inbound, 2014)
2X as many marketers say inbound delivers below average cost per lead than outbound methods. (State of Inbound, 2014)
Marketo Stats State of Inbound 2016Forbes EntrepreneursBusiness2Community Moz Blog
Companies that excel at lead nurturing have 9% more sales reps making quota. (CSO Insights)
How Inbound Will Help Your Business Grow
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Thank You For Reading Our Guide
About ModthinkYour More Leads, More Sales, More Growth Inbound Marketing Specialists.
Modthink is a digital marketing firm located in Fayetteville Arkansas. We provide full service Inbound Marketing services to B2B and B2C businesses.
We’re neighbors with Walmart HQ and the surrounding CPG marketing community. Our history is intertwined with the lessons we’ve learned from large-scale, multi-channel marketing campaigns with deep experience in Digital and Social.
We’re proud to include as our clients Hugg & Hall Heavy Equipment, Northwest Arkansas Regional Airport, Romance Diamond Co. Jewelers, DBSqauared HR Software, Bookskeep, and Walmart Museum.
Modthink is a certified HubSpot Partner agency. We are a certified Google Partner.
If you would like to learn more about Inbound Marketing and how it can grow your business:• Check out our Blog• Read some of our Guide Books• Get a free Inbound Marketing Assessment
