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INBOUND
MARKETING:
Your
Competitive
Advantage.


Kieran Flanagan, Marketing Director (EMEA) @ HubSpot
@searchbrat kflanaga...
This used to be a lot
easier
Interruption Was
Easy
Marketers just grabbed the
microphone to shout about
their brands.
THAT MARKETING PLAYBOOK

IS BROKEN.


  86%            91%                44%                  200M
 skip TV ads   unsubsc...
So how do your customers
buy today?
HAS A NEED …
HAS A NEED …

                       “Natural search
                       results account
                      for 94% ...
ASK OUR FRIENDS
ASK OUR FRIENDS

                            “Facebook
                           accounts for
                           ...
TRUST OUR NETWORKS
TRUST OUR NETWORKS


               How trusted are the
              employees writing our
                    content?
EDUCATE OURSELVES
and CONVERT
buy these
You can’t

customers, you have to earn
them.
OUTBOUND                INBOUND


                  VS.

   Cold Calling         SEO
         SPAM           Blogging
   I...
IMPACT OF WEBSITE CONTENT ON
INBOUND LEADS.
IMPACT OF TOTAL PUBLISHED BLOG
POSTS ON INBOUND LEADS.
earning is
worth it!
TRAFFIC TO HUBSPOT.COM
14000000




12000000




10000000




 8000000




 6000000




 4000000




 2000000




       0...
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...
I WANT
SOME.
INBOUND MARKETING =
CONTENT + CONTEXT.
Content




INBOUND MARKETING =
CONTENT + CONTEXT.
BUILD MARKETING ASSETS.




 Blog & eBooks   Tools   Photos   Videos & Podcasts   Presentations
START WITH A PERSONA.


                   what are their goals?
                    what are their
                    ch...
START WITH A PERSONA.
                   We have an amazing
                    Webinar series all
                      w...
PERSONALISE YOUR FUNNEL.

                TOFU Content
                Mapped to Buyer
                Needs
PERSONALISE YOUR FUNNEL.

                TOFU Content
                Mapped to Buyer
                Needs



          ...
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


 4,00...
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
   ...
BLOGGING IS A GREAT WAY TO GET
STARTED
10,000,000


 9,000,000


 8,000,000
                           10%
 7,000,000
    ...
BLOGGING IS A GREAT WAY TO GET
STARTED
10,000,000


 9,000,000
                               10-20%
 8,000,000
          ...
Blogging
Ideas?
GOOGLE KEYWORD TOOL

                The easiest way to get
                 started with keyword
                       r...
UBBERSUGGEST.org

                      Scrapes Google
                    Suggest. Will generate
                   LOTS ...
EVERNOTE (WEB CLIPPER)

                   Great artists steal
                   borrow. Fuel your
                  brai...
TRY OUR KEYWORD TOOL FOR
FREE

  http://offers.hubspot.com/free-trial-
  keywords-tool
What Topics
Can You Own?
The
  #SOIM

Survey results
   of 970+
  marketing
professionals

Make it into an
   Event.
The
     #SOIM
 #SOIM 2013 a lot
     bigger
- 3000 participants
- US vs INTL data
   Survey results
      of 970+
     ma...
267,654
 Twitter
Followers
454,350
Facebook
  Likes
80,000+
 LinkeIn
 Group
members
so?
OUR SOCIAL MEDIA TRAFFIC

  2500000




  2000000




  1500000




  1000000




   500000




        0
            2006...
OUR SOCIAL MEDIA TRAFFIC

  2500000



                           Top 3
                          source
  2000000




  1...
OUR SOCIAL MEDIA TRAFFIC

  2500000



                          7-10%
  2000000
                            Lead
        ...
INBOUND MARKETING =
CONTENT + CONTEXT.
INBOUND MARKETING
= CONTENT +
CONTEXT.
CONTEXT IS PERSONAL.
NOT ONE SIZE FITS ALL.
CONTEXT IS
PERSONAL,
NOT ONE SIZE FITS ALL.
PERSONAL IS GOOD.
WHAT ARE YOUR CUSTOMERS
INTERESTS?
OFFER WHAT THEY NEED.

                   Remember I said
                   our conversion
                   rate was 10...
WHERE ARE THEY IN THE BUYING
CYCLE?
                         I’ve already got
                         this.




   I am r...
ASK THE RIGHT QUESTIONS
THEY NEED HELP WITH DIFFERENT
THINGS
   get
             I get emails that help me with this
 traffic



    get
         ...
Remember
INBOUND                                     
$*.

*$65 million in revenue from inbound leads
INBOUND
MARKETING:
Your
Competitive
Advantage.


Kieran Flanagan, Marketing Director (EMEA) @ HubSpot
@searchbrat kflanaga...
Inbound Marketing: Your Competitive Advantage
Inbound Marketing: Your Competitive Advantage
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Inbound Marketing: Your Competitive Advantage Slide 1 Inbound Marketing: Your Competitive Advantage Slide 2 Inbound Marketing: Your Competitive Advantage Slide 3 Inbound Marketing: Your Competitive Advantage Slide 4 Inbound Marketing: Your Competitive Advantage Slide 5 Inbound Marketing: Your Competitive Advantage Slide 6 Inbound Marketing: Your Competitive Advantage Slide 7 Inbound Marketing: Your Competitive Advantage Slide 8 Inbound Marketing: Your Competitive Advantage Slide 9 Inbound Marketing: Your Competitive Advantage Slide 10 Inbound Marketing: Your Competitive Advantage Slide 11 Inbound Marketing: Your Competitive Advantage Slide 12 Inbound Marketing: Your Competitive Advantage Slide 13 Inbound Marketing: Your Competitive Advantage Slide 14 Inbound Marketing: Your Competitive Advantage Slide 15 Inbound Marketing: Your Competitive Advantage Slide 16 Inbound Marketing: Your Competitive Advantage Slide 17 Inbound Marketing: Your Competitive Advantage Slide 18 Inbound Marketing: Your Competitive Advantage Slide 19 Inbound Marketing: Your Competitive Advantage Slide 20 Inbound Marketing: Your Competitive Advantage Slide 21 Inbound Marketing: Your Competitive Advantage Slide 22 Inbound Marketing: Your Competitive Advantage Slide 23 Inbound Marketing: Your Competitive Advantage Slide 24 Inbound Marketing: Your Competitive Advantage Slide 25 Inbound Marketing: Your Competitive Advantage Slide 26 Inbound Marketing: Your Competitive Advantage Slide 27 Inbound Marketing: Your Competitive Advantage Slide 28 Inbound Marketing: Your Competitive Advantage Slide 29 Inbound Marketing: Your Competitive Advantage Slide 30 Inbound Marketing: Your Competitive Advantage Slide 31 Inbound Marketing: Your Competitive Advantage Slide 32 Inbound Marketing: Your Competitive Advantage Slide 33 Inbound Marketing: Your Competitive Advantage Slide 34 Inbound Marketing: Your Competitive Advantage Slide 35 Inbound Marketing: Your Competitive Advantage Slide 36 Inbound Marketing: Your Competitive Advantage Slide 37 Inbound Marketing: Your Competitive Advantage Slide 38 Inbound Marketing: Your Competitive Advantage Slide 39 Inbound Marketing: Your Competitive Advantage Slide 40 Inbound Marketing: Your Competitive Advantage Slide 41 Inbound Marketing: Your Competitive Advantage Slide 42 Inbound Marketing: Your Competitive Advantage Slide 43 Inbound Marketing: Your Competitive Advantage Slide 44 Inbound Marketing: Your Competitive Advantage Slide 45 Inbound Marketing: Your Competitive Advantage Slide 46 Inbound Marketing: Your Competitive Advantage Slide 47 Inbound Marketing: Your Competitive Advantage Slide 48 Inbound Marketing: Your Competitive Advantage Slide 49 Inbound Marketing: Your Competitive Advantage Slide 50 Inbound Marketing: Your Competitive Advantage Slide 51 Inbound Marketing: Your Competitive Advantage Slide 52 Inbound Marketing: Your Competitive Advantage Slide 53 Inbound Marketing: Your Competitive Advantage Slide 54 Inbound Marketing: Your Competitive Advantage Slide 55 Inbound Marketing: Your Competitive Advantage Slide 56 Inbound Marketing: Your Competitive Advantage Slide 57 Inbound Marketing: Your Competitive Advantage Slide 58 Inbound Marketing: Your Competitive Advantage Slide 59 Inbound Marketing: Your Competitive Advantage Slide 60 Inbound Marketing: Your Competitive Advantage Slide 61 Inbound Marketing: Your Competitive Advantage Slide 62 Inbound Marketing: Your Competitive Advantage Slide 63
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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.

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Inbound Marketing: Your Competitive Advantage

  1. 1. INBOUND MARKETING: Your Competitive Advantage. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com
  2. 2. This used to be a lot easier
  3. 3. Interruption Was Easy Marketers just grabbed the microphone to shout about their brands.
  4. 4. 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
  5. 5. So how do your customers buy today?
  6. 6. HAS A NEED …
  7. 7. HAS A NEED … “Natural search results account for 94% of clicks” Source: MEC, via Econsultancy, August 2012
  8. 8. ASK OUR FRIENDS
  9. 9. ASK OUR FRIENDS “Facebook accounts for 47.86% of all social networking traffic in the UK” Source: Experian Hitwise, via AOP, May
  10. 10. TRUST OUR NETWORKS
  11. 11. TRUST OUR NETWORKS How trusted are the employees writing our content?
  12. 12. EDUCATE OURSELVES
  13. 13. and CONVERT
  14. 14. buy these You can’t customers, you have to earn them.
  15. 15. OUTBOUND INBOUND VS. Cold Calling SEO SPAM Blogging Interruption Attraction Marketer Customer
  16. 16. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.
  17. 17. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.
  18. 18. earning is worth it!
  19. 19. TRAFFIC TO HUBSPOT.COM 14000000 12000000 10000000 8000000 6000000 4000000 2000000 0 2006 2007 2008 2009 2010 2011 2012
  20. 20. 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
  21. 21. I WANT SOME.
  22. 22. INBOUND MARKETING = CONTENT + CONTEXT.
  23. 23. Content INBOUND MARKETING = CONTENT + CONTEXT.
  24. 24. BUILD MARKETING ASSETS. Blog & eBooks Tools Photos Videos & Podcasts Presentations
  25. 25. START WITH A PERSONA. what are their goals? what are their challenges? how can we help?
  26. 26. 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?
  27. 27. PERSONALISE YOUR FUNNEL. TOFU Content Mapped to Buyer Needs
  28. 28. PERSONALISE YOUR FUNNEL. TOFU Content Mapped to Buyer Needs We will talk about this later.
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. Blogging Ideas?
  34. 34. GOOGLE KEYWORD TOOL The easiest way to get started with keyword research.
  35. 35. UBBERSUGGEST.org Scrapes Google Suggest. Will generate LOTS of blog post ideas
  36. 36. EVERNOTE (WEB CLIPPER) Great artists steal borrow. Fuel your brainstorm sessions
  37. 37. TRY OUR KEYWORD TOOL FOR FREE http://offers.hubspot.com/free-trial- keywords-tool
  38. 38. What Topics Can You Own?
  39. 39. The #SOIM Survey results of 970+ marketing professionals Make it into an Event.
  40. 40. The #SOIM #SOIM 2013 a lot bigger - 3000 participants - US vs INTL data Survey results of 970+ marketing professionals Make it into an Event.
  41. 41. 267,654 Twitter Followers
  42. 42. 454,350 Facebook Likes
  43. 43. 80,000+ LinkeIn Group members
  44. 44. so?
  45. 45. OUR SOCIAL MEDIA TRAFFIC 2500000 2000000 1500000 1000000 500000 0 2006 2007 2008 2009 2010 2011 2012
  46. 46. OUR SOCIAL MEDIA TRAFFIC 2500000 Top 3 source 2000000 1500000 leads 1000000 500000 0 2006 2007 2008 2009 2010 2011 2012
  47. 47. OUR SOCIAL MEDIA TRAFFIC 2500000 7-10% 2000000 Lead Conversion 1500000 Rate 1000000 500000 0 2006 2007 2008 2009 2010 2011 2012
  48. 48. INBOUND MARKETING = CONTENT + CONTEXT.
  49. 49. INBOUND MARKETING = CONTENT + CONTEXT.
  50. 50. CONTEXT IS PERSONAL.
  51. 51. NOT ONE SIZE FITS ALL.
  52. 52. CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
  53. 53. PERSONAL IS GOOD.
  54. 54. WHAT ARE YOUR CUSTOMERS INTERESTS?
  55. 55. OFFER WHAT THEY NEED. Remember I said our conversion rate was 10-20%
  56. 56. WHERE ARE THEY IN THE BUYING CYCLE? I’ve already got this. I am ready for this
  57. 57. ASK THE RIGHT QUESTIONS
  58. 58. 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
  59. 59. Remember
  60. 60. INBOUND   $*. *$65 million in revenue from inbound leads
  61. 61. INBOUND MARKETING: Your Competitive Advantage. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com
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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.

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