A ROADMAP TO INBOUND MARKETING IN THE ENTERPRISE.

Thanks for joining us!

Hi, I’m Mike

CMO @mvolpe

Hi, I’m Jessica

Enterprise Marketing @jessicameher

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Early Bird Pricing Ends

May 31st!

Register: inbound.com

www.hubspot.com/playbook

60,000 Inbound

Leads/Mo.

8,500 Customers

278,000 Twitter

Followers 4.7 million Free Users

Top 10 Blog

Buying has changed.

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88% of US internet users ages 14+ browse or research products online.

- US Digital Media Usage report, eMarketer

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You don’t find customers anymore.

They find you.

NO ONE WAKES UP AND SAYS:

“I want to see an ad.”

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SO WHY DO MARKETERS WAKE UP AND SAY:

“Let’s make an ad”?

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85% of consumers still don’t trust brands online.

- Forrester Research, March 2013

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Marketing needs to change, too.

The world has changed…

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The old marketing

86% skip TV ads

91% unsubscribe from email

200M on the

Do Not Call list

44% of direct mail is never opened

BROKEN. playbook is

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vs vs

Cold Calling Cold Emails (SPAM)

Interruptive Ads Marketer - Centric

SEO Blogging Attraction Customer - Centric

INBOUND (Permission)

OUTBOUND (Interruption)

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Don’t interrupt what people want to consume.

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Be what they want to consume.

Inbound marketing is about…

Building trust, not skepticism Being loved, not ignored

Out-smarting, not out-spending

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48% of marketers plan to increase inbound spending.

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WHAT YOU’LL LEARN TODAY:

1. Enterprise marketing & branding in the inbound age

2. Components of a best-in-class inbound strategy

3. Hiring and organizing a team of inbound marketers

4. Real-life case studies of inbound success

5. Live Q&A

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Enterprise Marketing in the Inbound Age

Owned Media Attracts Earned Media.

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Where Does Inbound Fit In?

Type Definition Examples The Role Benefits Challenges

Owned Media Channel a

brand controls Website

Mobile

Blog

Twitter

Build for longer-term

relationships with existing

and potential customers

and earn media

Control

Sost efficiency

Longevity

Versatility

Takes to scale

Paid Media Brand pays to

leverage

channel

Paid search

Ads

Sponsorships

To get immediate, short-

term results from an under-

utilized channel

Immediacy

Scale

Control

Clutter

Declining response

rates

Poor credibility

Earned Media When

customers

become the

channel

Word of

Mouth

Buzz

Listen and respond - often

the result of well-executed

and well-coordinated

owned and paid media

Most credible

Transparent No control

Scale

Hard to measure

Credit: Forrester Research

Thought Leadership is the New Advertising.

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Consumers don’t want this…

…But this

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“Connecting used to be, ‘Here’s some product, and here’s some advertising. We hope you like it…. Connecting today is about dialogue and education.”

- Nike CEO Mark Parker

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Inbound marketing builds trust, expertise, and authority.

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“The businesses that are the best educators will be the most successful.” - @MarkKilens

Components of a Best-in-Class Inbound Strategy

Customer

Offer Landing Page CTAs

Website Blog Email Paid Press Co-Marketing Video SlideShare Mobile

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How Effective Enterprise Marketers Increase Revenue

Create blog content, search engine optimize (SEO)

your content, and promote it on social media sites.

Place calls-to-action throughout your website, blog, social

accounts and email to drive visitors to landing pages with forms.

Send leads targeted, automated emails to drive them along your

buying cycle. Provide your sales team with lead intelligence so they

can make more effective sales calls.

Analyze the success of your marketing campaigns, and determine

which areas need further optimizations for future success. Analyze

Get

Customers

Get Traffic

Get Leads

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Building an Inbound Team

Digital

Analytical

Reach

Content

Smart

GSD

HubSpot’s Marketing Team

Top of Funnel Middle of

Funnel Product Mktg Brand & Buzz

Results / Metrics

• Website visitors

• New contacts

generated

Activity

• Blog articles

• Ebooks & webinars

• Social engagement

• Other content

Results / Metrics

• Revenue pipeline $

• Sales goal %

Activity

• Lead nurturing

• Lead scoring

• Sales coordination

Results / Metrics

• Sales test scores

• % sales selling

various features

• User testing

Activity

• Product content

• Sales and other

product training

Results / Metrics

• Event attendance

and survey feedback

• PR hits, brand traffic

Activity

• Events

• PR pitches

• Videos & graphics

The Marketing SLA

Lead Type Lead Value

Webinar $.07

eBook $.05

Free Trial $.45

Demo Request $.95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $.35

eBook $.45

Free Trial $2.10

Demo Request $2.75

Marketing Mary Leads (100-2,000 Employees)

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The Sales SLA

Attempt #

LT

V / C

OC

A

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Daily Accountability for Marketing & Sales

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Case Studies of Inbound Marketing Success

Ektron

• To be completed

Results

How To Get Started with Inbound

www.hubspot.com/ima

thank you.