Transcript
Page 1: "Inbound" Sales and Marketing - Fuel Your Startup's Growth
Page 2: "Inbound" Sales and Marketing - Fuel Your Startup's Growth

Inbound Sales & MarketingFuel Your Startup’s Growth

Sam Mallikarjunan

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@HubSpotSam @Mallikarjunan

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People‘s behaviors have changed. They‘re tuning out traditional marketing tactics.

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586%91%

44%200M

The old marketing playbook is

Skips TV ads

Unsubscribe to email

On the Do Not Call List

Of direct mail is never opened

BR O KEN

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StockbrokersSlightly ahead you have

You have car salesmenOn the low end

And Lawyers

And Lobbyists

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In the middle, you have usSales & Marketing

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“We had another great month that doesn't happen without you. Thanks for building trust and credibility with our prospects before we engage with them - makes every conversation a pleasure rather than a fight :)” – email from a VP of Sales to his marketing team

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In order to attract customers,

marketers have to provide them with something

they love.

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DefinitionInbound Marketing Is a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers.

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Cold CallingCold Emails (SPAM)

Interruptive AdsMarketer - Centric

TraditionalSEO

BloggingAttraction

Customer - Centric

InboundVS

What Makes Inbound Different?

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Can you out-help

your competitors?

(helping is hard!)

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Attract

BlogKeywords

Social Media

Convert

FormsCalls-to-actionLanding Pages

Close

EmailSignals

Workflows

Delight

EventsSocial Inbox

Smart Content

How does inbound marketing work?

Visitors Leads Customers PromotersStrangers

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“We don’t make money when we sell things. We make money when we help customers make purchase decisions.” – Jeff Bezos

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It wasn’t

Alwaysthis way.

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Technology adoption Lifecycle

Innovators Early Adopters Early Majority Late Majority

10%

40% 48%

1%

Laggards

1%

“The Chasm”Area under the curve represents number of customers

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historyWe live in the one of the most

of commerce.

interesting periods in the

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We live in an era of big bang disruptive innovation.

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Rogers Market segments

Innovators Early Adopters Early Majority Late Majority Laggards

Trial usersVastMajority

Big bangMarket segments

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20

new within the last decade

1000 are >70%

of businesses on the US Fortune

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Just Because Your CompanyHas survivedThe last 100

years

doesn’t mean it will survive the next ten.

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Mass extinction brings opportunities for new species to flourish.

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No one wants a ¼ inch drill bit.They want a ¼

inch hole.

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The company that bestsolves for the customer wins.

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“Okay, I’m excited enough -- so what

can I do about this?"

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Your extendable core is the job you do for customers that a competitor couldn’t replicate

without adopting the same cost-structure.

An Extendable Core Insulates You From Disruption

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“Inbound marketing is a business model innovation based on the fact that it’s more economically efficient to create an experience that attracts consumers than it is to interrupt someone else’s.”

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Inbound marketing creates an extendable core that insulates you from disruption.

… or helps you disrupt others.

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Inbound Marketing is hard.

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It’s not all sunshine and rainbows.

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(It’s pretty hard to justify, too.)$$

You can’t improve what you can’t measure.

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Marketing is half of the acquisition equation

“We spent $1000 and got 500 website visits”

CoCA: $400

CoLA: $40

CoVA: $25% Visit-to-lead

10% Lead-to-customer

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Measure everything.

57%Worked Percentage

0% 100%

33%

50%

Unworked eCommerce Leads

55%Average Last Attempt #

0

3

Average Attempts Per Hi/Med SAL

6

9

4.94 26%Sum of Probability Adjusted Recognized MMR in USD (Thousands)

0.00

12.60

Current Month Sales Forecast

16.80

25.20

6.64

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You're generating leads but is sales working them? Sales is creating opportunities, but how deeply are they working them?

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Someone can copy your exact business model and outgrow you just by measuring better.

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The Old Marketing Math Model

$ 6000

$ 50,000

$ 60,000

PPC

SEO Firm

Content

WritingExpense

Yearly Amount“I’m spending a bunch of

money on marketing, and I’m making more money than I’m spending back.”

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“I spend $W to acquire customer of persona X from source Y, and they spend an average of $Z with me over their lifetime.”

Customer Centric Economics Model

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Starbucks has an AOV of ~$6*

Using the AOV:COTA model, to get a 3:1 ratio a Starbucks marketer would spend ~$2 to acquire that $6 transaction.

$14,099Avarage LTV

How Much Would You Spend?

*

*Source: KissMetrics

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Inbound marketing is a business model innovation based on the fact that it’s more economically efficient to create an experience that attracts consumers than it is to interrupt someone else’s.

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A Business Model

A Better Business Model

COCA

COCA

COCA

CLTV

CLTV

CLTV

CLTV

CLTV

CLTV

$1 in, $2 out.

$2 in, $12 out.

A Scalable Business ModelCOCA CLTV

CLTV

$2 in, $4 out. Faster growth.

COCA

COCA

CLTV

Cost Of Customer Acquisition

CLTV

CLTV

CLTV

CLTV

CLTV

CLTV

CLTV

CLTV

CLTV

CLTV

Customer Life Time Value

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Customer centricity creates competitive leverage

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Time

Investment Period

PaybackPeriod

ProfitPeriod

Time to Payback

Self funding point Break even point

Disc

ount

ed ca

sh

Max Cash Consumed

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So easy, pretty, and simple to understand, ain’t it?

The Conventional LinearBuying Process

I'm just in the neighborhood and dropped in to browse

I urgently need to buy a black sweater.

Awareness Consideration Purchase

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It’s not an end-stateIt’s an infinite loop

Awareness

Interest

Desire

Action

Reinforcement

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How Real People Really Buy

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How Real People Really Buy

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How Real People Really Buy

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How Real People Really Buy

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The marketing activities and tools to this point add up to the Cost Of Customer Acquisition

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Now the focus shifts to increasing the customer’s Life Time Value

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How Real People Really Buy

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How Real People Really Buy

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How Real People Really Buy

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Everyone goes through this process

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Key Takeaway: Compete in the Research Phase

Yes. I downloaded their eBook.Yes. They helped me make a decision.Yes. I bought from them.

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And yes.She saidYes.

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This new age of marketing is the beginning of something truly remarkable, and your relationship with your customers will never be the same.

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Thank You!


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