Here's the slides from my Inbound Marketing talk I delivered in Zeist, NL at Joomla!Dagen on March 23, 2014.

1. CRACKINGTHE INBOUND
MARKETING CODE
@VicDrover
Victor Drover

4. @SavvyPanda

12. Outbound
Marketing

13. @SavvyPanda
Buy Ads
Print, Mail, TV

14. @SavvyPanda
Buy Ads
Print, Mail, TV
Get More
Distribution

15. @SavvyPanda
Buy Ads
Print, Mail, TV
Get More
Distribution
Sell More
Products

16. @SavvyPanda
Make a Profit
Buy Ads
Print, Mail, TV
Get More
Distribution
Sell More
Products

17. @SavvyPanda
Make a Profit
Buy Ads
Print, Mail, TV
Get More
Distribution
Sell More
Products

18. Buy Ads
Print, Mail, TV
Get Some
DistributionEEeekkk!
NOT SUSTAINABLE.
HARD TO MEASURE.

19. Everything
Changed

20. VS
Inbound MarketingOutbound Marketing
A change in strategy

21. PromotersCustomersLeadsVisitorsStrangers
The Inbound Process

22. Attract
PromotersCustomersLeadsVisitorsStrangers
The Inbound Process

23. Attract Convert
PromotersCustomersLeadsVisitorsStrangers
The Inbound Process

24. Attract Convert Close
PromotersCustomersLeadsVisitorsStrangers
The Inbound Process

25. Attract Convert Close Delight
PromotersCustomersLeadsVisitorsStrangers
The Inbound Process

26. Attract
VisitorsStrangers

27. Attract
SEO
Blogging
Guest Blogging
Social Media
VisitorsStrangers

29. Convert
LeadsVisitors

30. Convert
Premium Content
Smart CTAs
Landing Pages
Lead Nurturing
LeadsVisitors

33. RINGALICIOUS
PlanYour Perfect Wedding Today
Grab a 15% off coupon for the ring of your choice.
Name
Email
Website URL
Grab Coupon
Share this coupon
If you’ve ever seen the movie Bride Wars, you
are well aware that May is the most desirable
wedding month.We want to help you prepare
the perfect May wedding by finally proposing
to your loved one! Grab this 15% off coupon
on any Ringalicious ring to get started.

35. Close
CustomersLeads

36. Close
Follow-ups
Workflows
Lead Scoring
CRM Integrations
CustomersLeads

37. Lead Scoring

38. Delight
PromotersCustomers

39. Delight
Social Media
Email
Marketing Intelligence
PromotersCustomers

40. Turning customers into advocates

41. Attract
SEO
Blogging
Guest Blogging
Social Media
Convert
Premium Content
Smart CTAs
Landing Pages
Lead Nurturing
Close
Email
Workflows
Lead Scoring
CRM Integrations
Delight
Social Media
Email
Marketing Intelligence
PromotersCustomersLeadsVisitorsStrangers
The Inbound Process

42. Strategy

43. Buying Cycle (Funnel)
Realize problem/need
EDUCATIONAL
Establish Buying Criteria
EvaluateVendors
AWARENESS
Perform Research
VALIDATION
SALES

44. Relevant Content
blogs, ads, banners, PR, white
papers, how-to guides
ebooks, buyers guides, independent
articles, events, Q&As, FAQs
webinars, podcasts, 10 reasons,
questions to ask, checklists
testimonials, presentations,
free trials/consults,
competitive intel.

45. Relevant Content
blogs, ads, banners, PR, white
papers, how-to guides
ebooks, buyers guides, independent
articles, events, Q&As, FAQs
webinars, podcasts, 10 reasons,
questions to ask, checklists
testimonials, presentations,
free trials/consults,
competitive intel.
Attract
Convert
Close

46. Email Automation
Day Email Topic (Ringalicious)
0 How to make the perfect wedding proposal.
3 How to judge ring quality.
7 Top 5 things to ask your jeweler.
9 How to spot suspicious diamonds.
14 Here’s a 15% off coupon.
28 How did we do? (survey)

47. Managing Attrition
10,000 leads
100,000 website visitors
1000 sales-qualified leads
300 customers
100%
1%
0.3%
10%

48. Brides Grooms

49. Buyer Persona, Cheap Charlie

50. Cheap Charlie - About
BACKGROUND
• Steady job, 3+ years at same company
• Purchased his first car 2 years ago
• large student load debt
• rents an apartment
DEMOGRAPHICS
• Male
• 28-35 years old
• Income $45,000
• Urban Lifestyle

51. Cheap Charlie - Needs
GOALS
• Pay off debts (car and student loan).
• Succeed at work, get promoted.
• Get married, buy a home and start a family.
• Start saving for retirement.
!
CHALLENGES
• With a lot of debt, every penny counts.
• Large purchases will require financing.
• Wants to propose to girlfriend, but does not know
much about jewelry.

52. Email Automation
Day Email Topic (Ringalicious)
0 How to make the perfect wedding proposal.
3 How to judge ring quality.
7 Top 5 things to ask your jeweler.
9 How to spot suspicious diamonds.
14 Here’s a 15% off coupon.
28 How did we do? (survey)

53. Personas
Cheap Charlie Big-shot Bill
Sensible Sam Repeat Robert

54. Brides Grooms

55. Brides Grooms
Married couples

56. Brides Grooms
Married couples

57. Attract
SEO
Blogging
Guest Blogging
Social Media
Convert
Premium Content
Smart CTAs
Landing Pages
Lead Nurturing
Close
Email
Workflows
Lead Scoring
CRM Integrations
Delight
Social Media
Email
Marketing Intelligence
PromotersCustomersLeadsVisitorsStrangers
Summary

58. Strategy
Buying stages,
personas, timing,
positioning
Marketing
Blogging, SEO,
Social, Email
Culture
Transparency,
Helpful, Fun,
Authentic

59. Homework
Download Free eBook
jInbound.com
!
jinbound.com/jd14nl
@VicDrover @JoomlaInbound
vic@jInbound.com 855-JoomlaHelp

60. Homework
Download Free eBook
jInbound.com
!
jinbound.com/jd14nl
@VicDrover @JoomlaInbound
vic@jInbound.com 855-JoomlaHelp