inbound marketing the art of not sucking - the content marketing show

INBOUND MARKETING: THE ART OF NOT SUCKING.

Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat kflanagan@hubspot.com

INBOUND MARKETING: THE ART OF NOT SUCKING.

Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat kflanagan@hubspot.com

MARKETERS ARE NOT LOVED.

stockbrokers lawyerscar salespeople

Polticians

marketers

Less Lovable More Lovable

MARKETERS CREATE SUCKY EXPERIENCES.

Don’t believe me, want some examples?

SH

OR

TC

UT

SG

EN

ER

ICG

EN

ER

IC

Spam:

“The Aids equivalent for the internet. No known cure.”

Source: http://www.urbandictionary.com/

INTER

RU

PTI

VE

Pop up ads:

“The reason the internet sucks.”

Source: http://www.urbandictionary.com/

Inte

rru

pti

ve

SELFIS

H

Generic

2

SUCKING AT MARKETING

Selfish3

1

Interruptive

Generic Understand Your Audience

2

SUCKING A LOT LESS AT MARKETING

Selfish Promote Value3

1

Interruptive Aim for Remarkable

1 BUYER PERSONAS

UnderstandYour

Audience1

MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)

Goals:• Support sales with collateral and leads• Manage company communications• Build awareness

Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess

Loves HubSpot because:• Easy to use tools that make her life

easier• Learn inbound marketing best

practices• Easier reporting to sales and CEO

Primary

OWNER OLLIE• Business owner (Founder, President, Partner)• Small business (1-10 employees)• Industry expert with no marketing experience• BA History (University of Illinois)• 44, Married, 3 Kids (20, 16, and 11)

Goals:• Deliver on past sales• Generate new sales• Keep the business running

Challenges:• Lack of marketing expertise• No control over marketing assets• No time or budget for marketing

Loves HubSpot because:• Get more sales and leads• Get control over marketing assets• Learn Inbound Marketing

Secondary

ENTERPRISE ERIN• Director of Marketing Operations

(VP Marketing , Product Marketing)• Large company (200-2,000 employees)• Marketing team of 15+• BS (Merrimack), MBA (Bentley)• 30, Married recently

Goals:• Demand/pipeline generation• Campaign execution and coordination

Challenges:• Working with sales• Data & technlogy overload• Selling use cases to IT, Legal,

Sales, Execs

Loves HubSpot because:• Integration with all of her systems• Homebase for marketing with

takeaways• Easy to execute on campaigns• Stay at the forefront of marketing

Secondary

23%of European marketersare focused on reachingthe right audience, andconverting them into leads.Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe

”“

@Searchbrat

A successful Inbound Marketing strategy is anchored around your different buyer personas

@ tweet this

1 BUYER PERSONAS

UnderstandYour

Audience1

Aim for Remarkable2

Create content that adds value,

Create content that adds value, solves a pain point,

Create content that adds value, solves a pain point, or just entertains.

WHAT WOULD MY AUDIENCE PAY FOR ?.

”“

@Searchbrat

Being remarkable is something you strive for, a mindset, not just marketing fluff.

@ tweet this

3Promote

Value

”“

@Searchbrat

Marketers will always ask how to do more content. The right question is how do I distribute it to the right people

@ tweet this

THE POSSIBLE EYEBALLS YOU CAN GENERATE.

Content

Distribution

Channels

Available Audience

Engagement (CTR)

Engaged Audience

Blog 50,000 6% 3000

Email 10,000 3% 300

Facebook 8000 2.5% 200

Twitter 1000 0.5% 5

Co-Brand 30000 1.5% 450

”“

@Searchbrat

If you spend 10 hours developing a piece of content you should spend at least 10 hours promoting it.

@ tweet this

Hire for Content Distribution ?

Leverage Audience

Seed to people with

the same interests

Facebook – Custom

Audiences / Interests /

Individuals / Retargeting

Twitter Slide

Twitter Interest Groups

PAID CONTENT DISCOVERY IS GOING TO BE BIG.

www.outbrain.com www.taboola.com

Take time to understand your audience.

Aim for remarkable.

And promote the value you create.

Get in Contact.Twitter: @searchbrat

LinkedIn: linkedin.com/in/kieranjflanagan

Google+: Search for “Kieran Flanagan: