how to use inbound marketing to grow your business - rebecca corliss, hubspot

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Page 1: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot
Page 2: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Director of MarketingFun Fact: Everyone calls me Repcor.

@repcor

REBECCACORLISS

Page 3: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

What are we doing here?

Page 4: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Marketers are the ones tasked with driving growth.

Page 5: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Over achieve on revenue

targets

growth.Sales team hits 100%+

Drive salesfollowup

Hit monthly

leads goal

Hit monthlytraffic goal

Drive salesfollowup

Hit monthly

leads goal

Hit monthlytraffic goal

Page 6: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

“Growth is never by mere chance; it is

the result of forces working together.

- JC Penney

Page 7: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Marketing Has Changed1

Page 8: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Marketing has a lovability problem..

Page 9: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Trusted professions in North America

MarketerCar Salesman

SalespersonLobbyistPolitician

StockbrokerServices/Customer Service

Professional AthleteInvestment Banker

JournalistBarista

Software DeveloperLawyer

Professional MusicianAccountant

DentistNurse

DoctorTeacher

0%0%1%1%1%2%3%3%3%3%4%

6%9%9%

13%

19%

41%

48%50%

60%Firefighter

MarketerSalesperson

Page 10: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Marketers

have been BAD.

Page 11: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Hi Mom, I just bought a list of 10,000 names and sent them all an email.

Page 12: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

skip TV ads

unsubscribefrom email

of direct mail is never opened

(over 200 M) are on do not

call lists

95% 98% 53% 66%

The old marketing playbook is BROKEN.

Page 13: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

The buyer is in control.

Page 14: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

No one wakes up and says“I want to see an ad.”

Page 15: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

So why do marketers wake up and say“Let’s make an ad.”

Page 16: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

How do we create marketing that people love?

Page 17: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

An Inbound Philisophy2

Page 18: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

INBOUND

Cold CallingCold Emails (SPAM)

Advertising

Interruption

Seller-centric

ContentTools

Freemium

Attraction

Buyer-centric

VS

TRADITIONAL

Page 19: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your customers now start their search online.

Content

Page 20: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Reach them with content that isrelevant, helpful and human.

Page 21: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Do you rent or own your marketing?

VS

56%of leads from

campaigns>1 month ago

Page 22: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Total blog posts

New leads index

Impact of Total Published Blog Posts on Inbound Leads

Page 23: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Where do I start?

Page 24: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your inbound tool kit.

Blogs InteractiveToolsPhotos &Infographi

cs

Videos &Podcasts

Presentations& Ebooks

Page 25: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your inbound tool kit.

Content they value.

Page 26: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

91%of marketers say they use content

in their marketing

42%say they areeffective at

it.

…but only

Page 27: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

You don’t determine what quality content is, your audience does.

Page 28: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Start with questions.

Page 29: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Meet Mary MarketerShe wants to improve her marketing.

Page 30: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Which is more likely?

? ?

Page 31: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Which is more likely? Mary marketer

Googles the word “HubSpot” ?

Page 32: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Which is more likely? Mary marketer

Googles the word “HubSpot”

Mary marketer Googles “What is

blogging?”

Page 33: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot
Page 34: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your Website

Page 35: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

But how does this lead to Mary becoming a new customer?

Page 36: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

You need to turn anonymous

visitors into people you can do

business with.

Page 37: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Offer something that’s worth the

price of an email address.

Page 38: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your website needs focused conversion paths.

Landing Page

Page 39: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your website needs focused conversion paths.

Landing Page

Page 40: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your website needs focused conversion paths.

Page 41: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Example with MaryI want to mobile

optimize my website.

Page 42: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your website needs focused conversion paths.

Page 43: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your website needs focused conversion paths.

Page 44: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your website needs focused conversion paths.

Page 45: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your website needs focused conversion paths.

Page 46: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your website needs focused conversion paths.

Page 47: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Your website needs focused conversion paths.

Page 48: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Measuring Impact3

Page 49: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Measure Your Growth

Page 50: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

average increase in monthly website visitors

Increase in leads average increase in monthly leads

report growth in revenue

Increase in traffic

Increase in revenue

4.10X

3.0X

72%

Those who use an inbound strategy see …

Page 51: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

… The average companies save per year by investing in inbound marketing

vs. outbound.

$20K

Page 52: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

#GrowWithHubSpot

“Market to others as you would want to be marketed

to…”

Page 53: How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot

Thank You.Rebecca Corliss

@repcor