Want to create marketing campaigns that your audience will love? Thousands of companies in the UK are using inbound marketing to help crush their competition. If your marketing strategy hasn't taken account of buyers' new habits -- or depends on renting attention -- you may soon discover you are one of the companies being crushed.

1. INBOUND
MARKETING:
Your
Competitive
Advantage.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot
@searchbrat kflanagan@hubspot.com

2. This used to be a lot
easier

4. Interruption Was
Easy
Marketers just grabbed the
microphone to shout about
their brands.

5. THAT MARKETING PLAYBOOK
IS BROKEN.
86% 91% 44% 200M
skip TV ads unsubscribe of direct mail is never on the
from email opened Do Not Call list

6. So how do your customers
buy today?

7. HAS A NEED …

8. HAS A NEED …
“Natural search
results account
for 94% of clicks”
Source: MEC, via Econsultancy, August 2012

9. ASK OUR FRIENDS

10. ASK OUR FRIENDS
“Facebook
accounts for
47.86% of all
social networking
traffic in the UK”
Source: Experian Hitwise, via AOP, May

11. TRUST OUR NETWORKS

12. TRUST OUR NETWORKS
How trusted are the
employees writing our
content?

13. EDUCATE OURSELVES

14. and CONVERT

15. buy these
You can’t
customers, you have to earn
them.

16. OUTBOUND INBOUND
VS.
Cold Calling SEO
SPAM Blogging
Interruption Attraction
Marketer Customer

17. IMPACT OF WEBSITE CONTENT ON
INBOUND LEADS.

18. IMPACT OF TOTAL PUBLISHED BLOG
POSTS ON INBOUND LEADS.

19. earning is
worth it!

20. TRAFFIC TO HUBSPOT.COM
14000000
12000000
10000000
8000000
6000000
4000000
2000000
0
2006 2007 2008 2009 2010 2011 2012

21. TRAFFIC TO BLOG.HUBSPOT.COM
10,000,000
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
2006 2007 2008 2009 2010 2011 2012

22. I WANT
SOME.

23. INBOUND MARKETING =
CONTENT + CONTEXT.

24. Content
INBOUND MARKETING =
CONTENT + CONTEXT.

25. BUILD MARKETING ASSETS.
Blog & eBooks Tools Photos Videos & Podcasts Presentations

26. START WITH A PERSONA.
what are their goals?
what are their
challenges?
how can we help?

27. START WITH A PERSONA.
We have an amazing
Webinar series all
what are their
about this. goals?
http://bit.ly/QDraId
what are their
challenges?
how can we help?

28. PERSONALISE YOUR FUNNEL.
TOFU Content
Mapped to Buyer
Needs

29. PERSONALISE YOUR FUNNEL.
TOFU Content
Mapped to Buyer
Needs
We will talk about this
later.

30. BLOGGING IS A GREAT WAY TO GET
STARTED
10,000,000
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
2006 2007 2008 2009 2010 2011 2012

31. BLOGGING IS A GREAT WAY TO GET
STARTED
10,000,000
9,000,000
8,000,000
Top 3
7,000,000
6,000,000
source of
5,000,000
leads
4,000,000
3,000,000
2,000,000
1,000,000
0
2006 2007 2008 2009 2010 2011 2012

32. BLOGGING IS A GREAT WAY TO GET
STARTED
10,000,000
9,000,000
8,000,000
10%
7,000,000
visit
6,000,000 Hubspot.com
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
2006 2007 2008 2009 2010 2011 2012

33. BLOGGING IS A GREAT WAY TO GET
STARTED
10,000,000
9,000,000
10-20%
8,000,000
Lead conversion rate
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
2006 2007 2008 2009 2010 2011 2012

34. Blogging
Ideas?

35. GOOGLE KEYWORD TOOL
The easiest way to get
started with keyword
research.

36. UBBERSUGGEST.org
Scrapes Google
Suggest. Will generate
LOTS of blog post ideas

37. EVERNOTE (WEB CLIPPER)
Great artists steal
borrow. Fuel your
brainstorm sessions

38. TRY OUR KEYWORD TOOL FOR
FREE
http://offers.hubspot.com/free-trial-
keywords-tool

39. What Topics
Can You Own?

40. The
#SOIM
Survey results
of 970+
marketing
professionals
Make it into an
Event.

41. The
#SOIM
#SOIM 2013 a lot
bigger
- 3000 participants
- US vs INTL data
Survey results
of 970+
marketing
professionals
Make it into an
Event.

43. 267,654
Twitter
Followers

44. 454,350
Facebook
Likes

45. 80,000+
LinkeIn
Group
members

46. so?

47. OUR SOCIAL MEDIA TRAFFIC
2500000
2000000
1500000
1000000
500000
0
2006 2007 2008 2009 2010 2011 2012

48. OUR SOCIAL MEDIA TRAFFIC
2500000
Top 3
source
2000000
1500000
leads
1000000
500000
0
2006 2007 2008 2009 2010 2011 2012

49. OUR SOCIAL MEDIA TRAFFIC
2500000
7-10%
2000000
Lead
Conversion
1500000 Rate
1000000
500000
0
2006 2007 2008 2009 2010 2011 2012

50. INBOUND MARKETING =
CONTENT + CONTEXT.

51. INBOUND MARKETING
= CONTENT +
CONTEXT.

52. CONTEXT IS PERSONAL.

53. NOT ONE SIZE FITS ALL.

54. CONTEXT IS
PERSONAL,
NOT ONE SIZE FITS ALL.

55. PERSONAL IS GOOD.

56. WHAT ARE YOUR CUSTOMERS
INTERESTS?

57. OFFER WHAT THEY NEED.
Remember I said
our conversion
rate was 10-20%

58. WHERE ARE THEY IN THE BUYING
CYCLE?
I’ve already got
this.
I am ready for this

59. ASK THE RIGHT QUESTIONS

60. THEY NEED HELP WITH DIFFERENT
THINGS
get
I get emails that help me with this
traffic
get
I get emails that help me with this
leads
get
customers I get emails that help me with this

61. Remember

62. INBOUND  
$*.
*$65 million in revenue from inbound leads

63. INBOUND
MARKETING:
Your
Competitive
Advantage.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot
@searchbrat kflanagan@hubspot.com