how to use inbound marketing to grow your business - rebecca corliss, hubspot
TRANSCRIPT
Director of MarketingFun Fact: Everyone calls me Repcor.
@repcor
REBECCACORLISS
What are we doing here?
Marketers are the ones tasked with driving growth.
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
“Growth is never by mere chance; it is
the result of forces working together.
- JC Penney
Marketing Has Changed1
Marketing has a lovability problem..
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
Marketers
have been BAD.
Hi Mom, I just bought a list of 10,000 names and sent them all an email.
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.
The buyer is in control.
No one wakes up and says“I want to see an ad.”
So why do marketers wake up and say“Let’s make an ad.”
How do we create marketing that people love?
An Inbound Philisophy2
INBOUND
Cold CallingCold Emails (SPAM)
Advertising
Interruption
Seller-centric
ContentTools
Freemium
Attraction
Buyer-centric
VS
TRADITIONAL
Your customers now start their search online.
Content
Reach them with content that isrelevant, helpful and human.
Do you rent or own your marketing?
VS
56%of leads from
campaigns>1 month ago
Total blog posts
New leads index
Impact of Total Published Blog Posts on Inbound Leads
Where do I start?
Your inbound tool kit.
Blogs InteractiveToolsPhotos &Infographi
cs
Videos &Podcasts
Presentations& Ebooks
Your inbound tool kit.
Content they value.
91%of marketers say they use content
in their marketing
42%say they areeffective at
it.
…but only
You don’t determine what quality content is, your audience does.
Start with questions.
Meet Mary MarketerShe wants to improve her marketing.
Which is more likely?
? ?
Which is more likely? Mary marketer
Googles the word “HubSpot” ?
Which is more likely? Mary marketer
Googles the word “HubSpot”
Mary marketer Googles “What is
blogging?”
Your Website
But how does this lead to Mary becoming a new customer?
You need to turn anonymous
visitors into people you can do
business with.
Offer something that’s worth the
price of an email address.
Your website needs focused conversion paths.
Landing Page
Your website needs focused conversion paths.
Landing Page
Your website needs focused conversion paths.
Example with MaryI want to mobile
optimize my website.
Your website needs focused conversion paths.
Your website needs focused conversion paths.
Your website needs focused conversion paths.
Your website needs focused conversion paths.
Your website needs focused conversion paths.
Your website needs focused conversion paths.
Measuring Impact3
Measure Your Growth
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 …
… The average companies save per year by investing in inbound marketing
vs. outbound.
$20K
#GrowWithHubSpot
“Market to others as you would want to be marketed
to…”
Thank You.Rebecca Corliss
@repcor