The Inbound Revolution: Past, Present, and Future Ellie Mirman

Why ? inbound

Remember when your mom used to tell you as a child that

“it’s inconsiderate and rude to interrupt someone?”

TWISTEDSIFTER.FILES.WORDPRESS.COM

That’s what traditional marketing & sales were all about.

Cold Calling Cold Emails (SPAM)

Interruptive Ads Marketer - Centric

TRADITIONAL

The way we live has changed.

The old marketing

86% skip TV ads

91% unsubscribe from email

200M on the

Do Not Call list

44% of direct mail is never opened

BROKEN. playbook is

The customer 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”?

of business decision-makers prefer to get company information in a series of articles versus an advertisement.

80%

In order to attract customers, marketers have to provide them with something

they will love.

marketing people

Inbound

love.

Cold Calling Cold Emails (SPAM)

Interruptive Ads Marketer - Centric

SEO Blogging Attraction

Customer - Centric

INBOUND

vs.

TRADITIONAL

So what is inbound all about? FLICKR USER WORLDBANK

Inbound Marketing is a holistic, data-driven approach

to marketing that attracts individuals to your company and

converts them into lasting customers.

The inbound CONTENT. playbook is based on

Blogs Interactive Tools

Photos & Infographics

Videos & Podcasts

Presentations & eBooks

The inbound CONTEXT. playbook leverages

The inbound CHANNELS. playbook cuts across

Website,

Landing

Pages

Calls-to-

Action

Blogs Search

Engines

Social

Media

Email &

Nurturing

The inbound FUNNEL. playbook applies to the whole

The Inbound Evolution

SEO + BLOG

SOCIAL MEDIA

EMAIL MOBILE

LANDING PAGES

CTAS

INBOUND SALES

INBOUND SERVICE

PERSONALIZED CONTENT

It all comes down to one thing.

The customer.

CUSTOMER. Inbound Marketing starts with the

Start with your persona, not your product

Build content creation into your routine

Measure everything

3 Keys to Keep Up with the Inbound (R)Evolution

START WITH YOUR PERSONA, NOT YOUR PRODUCT

Who are you trying to attract?

Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics,

behavior patterns, motivations, and goals.

BUYER PERSONAS

PERSONA NAME BACKGROUND: • Basic details about persona’s role, key information about the persona’s company • Relevant background info

DEMOGRAPHICS: • Gender, age range, HH Income (consider a spouse’s income, if relevant) IDENTIFIERS: • Buzz words & mannerisms

GOALS: • Persona’s primary & secondary goal CHALLENGES: • Primary and secondary challenge to persona’s success

HOW WE HELP: • How you solve your persona’s challenges & help achieve their goals COMMON OBJECTIONS: • ID the most common objections your persona will raise during the sales process

REAL QUOTES: • Include a few real quotes (taken during interviews) that well represent your persona to make it easier employees to relate

to/understand to them.

PERSONAS DRIVE…

Content creation

Content distribution channels

Sales process

Product development

Customer service

… everything

… across all departments

BUILD CONTENT CREATION INTO YOUR ROUTINE

Content is everywhere.

FLICKR USER DEMANDAI

• Turn emails into blog posts

• Shoot videos at events

• Answer questions from social media in a blog post

• Interview customers for your blog or ebooks

• Repurpose company data for public reports

• Share presentations from events

• Share lessons you learn

Get into a content creation mindset

Content fuels inbound marketing

Content

Search engine

optimization

Social media

Landing page offers

Email marketing &

nurturing

MEASURE EVERYTHING

Pick the metrics you care about the most.

Measure progress towards these metrics at a high level.

Measure progress towards these metrics at a micro (project) level.

Example: inbound leads

Monthly Inbound Leads Goal: 20,000

Ebook Campaign Leads Goal: 7,500

• Measure progress against goals

• Decide what to cut

• Decide what to scale

• Resolve conflicts

• Find new opportunities

• Communicate value across the company

Use data to…

Inbound Results

What are you for? waiting

• Are you answering your persona’s questions on your website?

• Do your potential customers have a reason to give you their information?

• How will people find you? What will they find? Is there a path to conversion from that content?

• What metrics are you trying to drive? What’s working to support your goals?

LET’S GO!

THANK YOU. ellie@hubspot.com

twitter.com/ellieeille

linkedin.com/in/elliemirman