your competitors inbound marketing - hubspot · your competitors with inbound marketing brian...

CRUSH YOUR COMPETITORS

with Inbound Marketing

Brian Halligan @bhalligan #KillingIt 1

I’m Brian Halligan. Nice to meet you.

@bhalligan CEO @HubSpot

#KillingIt

How to CRUSH Your Competitors

Go Inbound

Become a TOFU Titan

Master Your MOFU

Build a Killer Inbound Team

1 2 3 4 4

Crush the Competition! 5

Go Inbound 1

The Marketing Playbook

5

The Marketing Playbook IS BROKEN.

CALLER ID

6

Humans Are Changing

7

Telemarketing Direct Mail

Email Blasts Print/Radio Ads

PR Paid Search

Email

VS.

SEO Blogging

Social Media Viral Videos Freemium

Trials

8

VS.

9

VS.

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THE GREATEST DANGER FOR MOST OF US IS NOT THAT OUR AIM IS TOO HIGH & WE MISS IT, BUT THAT IT IS TOO LOW, & WE REACH IT. —Michelangelo

“ “

Become a TOFU Titan

2

•  Blog.HubSpot.com

•  YouTube.com/HubSpot

•  Slideshare.com/HubSpot

•  Flickr.com/HubSpot

•  HubSpot.TV

Create Content A

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LINKS ARE THE

CURRENCY OF THE

INTERNET 14

Optimize B

“100 AWESOME Marketing Stats, Charts & Graphs”

vs. “100 Charts” 15

INSIGHTS. Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

analysis

advice

review

recent

best

product

tips facts

why top

questions

build

soon

great

answers

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YOU. Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

great

please

retweet

post

blog

social

free

media

help

please retweet

social media

10

follow

how to top blog post

check out new blog post

twitter

17

Promote C

18

CYCLE

# Infected Times Transmitted Conversion Rate Net New Infections

0 1 2 12

1 2

0.5 1

2 3 2 0.5 1 1

0.5 2

13 2

0.5 1

AVERAGE CONTENT.

19

0

2

4

6

8

10

12

14

1 2 3 4 5 6 7 8 9 10 11 12 13

Average Content Gets Shared

13

20

CYCLE

# Infected Times Transmitted Conversion Rate Net New Infections

0 1 2 12

1 4

0.5 2

3 7 8 0.5 4 8

0.5 16

8,191 16,384 0.5 8,192

AWESOME CONTENT.

21

AWESOME Content Gets Shared MORE

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

1 2 3 4 5 6 7 8 9 10 11 12 13

8,191

22

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

1 2 3 4 5 6 7 8 9 10 11 12 13

VS. 13 8,191

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EITHER WRITE SOMETHING WORTH READING OR DO SOMETHING WORTH WRITING. —Benjamin Franklin

“ “

Master Your MOFU 3

WHAT DO THESE COMPANIES HAVE IN COMMON?

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$92B

$50B

$8B

$10B

$150B

$12B

27

Usage & Conversion A

Usage

Better Conversion

Better Personalization

Better Value

More

28

Users & Conversion B

Users Better Personalization

Better Value Better Conversion

More

29

30

31

32

33

34

Web

Email

Mobile

PERSONALIZATION

Page Visits

f+ Facebook Follow

Blog Sub

Webinar

USER ACTIVITY

35

Purchase Hx $

Visitor

%

NO

YOUR NAME

YOUR COMPANY

YOUR WEBSITE

Join our Community!

36

User

%

YES

Activity from Your Network: •  Item A •  Item B •  Item C Webinars You Missed: •  Webinar 1 •  Webinar 2 •  Webinar 3

Welcome back, Brian!

37

Customer

%

PERSONALIZED

Activity from Your Network: •  Item A •  Item B •  Item C Webinars You Missed: •  Webinar 1 •  Webinar 2 •  Webinar 3

Welcome back, Brian!

You’ll love these blog articles:

Item A Item B Item C

Elite

38

IF I HAVE SEEN A LITTLE FURTHER IT IS BY STANDING ON THE SHOULDERS OF GIANTS. —Isaac Newton

“ “

Build a Killer Inbound Marketing Team 4

The Press Release Hire

Push

Rent Interrupt

Outbound

41

D A R C

Digital Analytical Reach Content Creator

@mvolpe

TOFU

MOFU OTHER

The New Org Chart

43

Empower EVERYONE.

44

MEASURE OFTEN. EVOLVE FAST.

45

Write like a human, not a marketer.

46

TOFU

MOFU

47

DON’T DIP YOUR TOE IN

48

JUMP IN ALL THE WAY

49

CRUSH the Competition

5

51

52

53

54

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Sell more like . Market more like

.

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Get a Free Inbound Marketing Assessment Moscone North 1416 131 305 Moscone West Level 2, Alcove 2

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P.S. Free Unicorns!

Hubspot.com/freeunicorns

Thank You.

Brian Halligan @bhalligan #KillingIt