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#INBOUND14 It’s Not You...It’s Me #INYIM14 The Truth Behind Why Your Prospects Won’t Engage Phil Harrell @pjharrell VP Corporate Division, HubSpot

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This presentation was given by Phil Harrell at HubSpot's Inbound Conference 2014 and compares marketing to dating. It highlights 1) Why product centric marketing is like bad dating and persona centric marketing is like good dating, 2) The key challenges for mid-market & Enterprise companies in moving to persona centric marketing and 3) Top tips on how mid-market & Enterprise companies can move from product centric to persona centric marketing.

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It’s Not You...It’s Me #INYIM14

The Truth Behind Why Your Prospects Won’t Engage

Phil Harrell @pjharrell

VP Corporate Division, HubSpot

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@pjharrell

PhilHarrell

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“I’m Happy”

@pjharrell @pharrell

“I’m Ecstatic”

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*DISCLAIMER/FINE PRINT: I’ve been happily married for 16 years and therefore my information on dating in this presentation is way outdated. Any accurate representations of modern dating are purely accidental.

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Meet Sean

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“Let Me Decide Who is Right For Me”…

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…”Wow, You Ladies Sure Are Competitive…”

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“We’re Connecting-This Feels Right”

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…”She’s The One”

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Parallels Between The Bachelor & Today’s Buyer

The Bachelor

• Full control over decision process

• Lots of choices in single women

• Opportunity to go on a lot of dates/figure out who is right match

Today’s Buyer

• Complete control of buying process

• Lots of choices in solutions

• Can gather information easily & from lots of sources

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This Guy

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Let Me Tell You About Our Company & Products

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1st Time On Our Website? Lets Get Married!

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You’ve Been On Our Website-You Must Be Really Interested

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Stop Harassing Me With Annoying Emails!!

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Guess What?

That is what your prospects want.To be understood.

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Top of the Funnel

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Middle of the Funnel

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Bottom of the Funnel

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“Persona Centric Marketing”“Product Centric Marketing”

Bad Date

Good Date

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Step 1: Create A Cross Functional Team

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Step 2: Pick Top Target Persona

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Step 3-Conduct a Content Audit to Identify Gaps

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Step 4-Build A Content Development Infrastructure

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Step 5-Personalize Your Website

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Connect With Me@pjharrell

[email protected]

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QUESTIONS ?


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