toronto hug digital marketing in an inbound world
TRANSCRIPT
Digital Marketing in anInbound World.(What’s your score?)
#TorontoHUG
Steve HaaseSenior Marketing Consultant@HubSpot @SteveHaase
SteveHaase
Inbound Marketing Consultant, HubSpot eCommerce Team
AGENDA
1 What Is Inbound Marketing?
2 How to Do it.
3 Your Score.
4 Final Thought.
1 WHAT IS INBOUND MARKETING?
Marketingpeople
Inbound
love#TorontoHUG
#TorontoHUG
MARKETING HAS A lovability PROBLEM.
Stockbrokers LawyersCar Salesman Lobbyists
Marketers
Less Lovable More Lovable
#TorontoHUG
PEOPLE USED TO LOVE ME…Q: right?
WHAT HAPPENED?
A:WE HAVE CHANGED.
The way we live has changed.
Hours Worked
ThenNow
Office
ThenNow
Internet
ThenNow
?
Learn About Products
ThenNow
Buying Process
ThenNow
The old marketing
86% skip TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
BROKEN.playbook is
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”?
In order to attract customers, marketers have to provide them with something they will love.
Cold Calling Cold Emails (Spam)
Interruptive AdsMarketer - Centric
SocialBloggingInteractive ExperiencesCustomer - Centric
INBOUNDTRADITIONAL
vs.
2 HOW TO DO IT.
7 Benefits.
Spend Less
Spend Less
Spend Less
Be Relevant
Move Fast
Move Fast
Move Fast
Mine the Data
Add Value
Personalize
Be Human
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ― Maya Angelou
7 Activities. • Spend less
• Be relevant
• Move fast
• Mine the data
• Add value
• Personalize
• Be human
3 YOUR SCORE.
How AreYou Doing?
• Spend less
• Be relevant
• Move fast
• Mine the data
• Add value
• Personalize
• Be human
Scale
• 30 - 35 = Beast Mode
• 22 - 29 = Cautiously Excellent
• 16 - 21 = Pretty Okay
• < 15 = Outbound Marketer
4 FINAL THOUGHT.
Culture
“Culture is the tectonic movement of your business. It happens deep below the surface… and it influences everything.”
@SteveHaase
HUMBLEEFFECTIVEADAPTABLEREMARKABLETRANSPARENT
CultureCode.com
Thank You!
Review for examples at bit.ly/TorontoHUGor blog.hubspot.com/ecommerce
And be sure to join the inbound discussion online by following @HubSpot and @SteveHaase