why inbound is the future of marketing
DESCRIPTION
Phil Harrell of HubSpot spoke at the Westchester Digital Summit on the shift towards Inbound Marketing and how it is replacing traditional forms of marketing. In order to be successful in today's world, a business must utilize the Internet and combine Sales + Marketing to create ads and marketing that people will love.TRANSCRIPT
All-in-One Marketing Software!
Search Engine Optimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
280,000 Twitter
Followers
Top10 Blog
8,500 Customers
70K Inbound
Leads/Mo
@pjharrell VP Enteprise @HubSpot
IT’S A GREAT TIME TO BE A MARKETER
By 2017, Gartner predicts that CMOs will outspend CIOs on IT.
INBOUND MARKETING OVERTAKES OUTBOUND 1!
6
86% skip TV ads
200m Say DO NOT
CALL
44% of direct mail
is never opened
The Internet has fundamentally changed the way people find, discover, share, shop, & connect. FACT:
CONTROL IS OVER.
MAKE MARKETING PEOPLE LOVE.
INBOUND MARKETING TENANTS
1
2
3
4
Content Creation
Lifecycle Marketing
Personalization
Multi-channel
Analytics 5
INBOUND MARKETING
OUTBOUND MARKETING VS.
+ +
Inbound marketing costs 61% LESS per lead than traditional, outbound marketing.
INBOUND: AVG COST/LEAD: $135
OUTBOUND: AVG COST/LEAD: $346
Inbound converts leads into customers
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
KEY TAKEAWAY Start adopting Inbound marketing principles
2!MARKETING ACCOUNTABLE FOR REVENUE GENERATION
73% of executives don’t believe that marketing drives demand or revenue.
Source: Fournaise Marketing Group study
87% of the terms sales & marketing use to describe each other are negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
SALES MARKETING
Source: Corporate Executive Board http://bit.ly/wQCz4b
“simple-minded” “cowboys”
“incompetent”
“paper pushers” “academics” “irrelevant”
#SMARKETING
Marketing Sales
PROBLEMS • Duplicate leads • Limited lead info
• No feedback from sales • No ROI Measurement
TRADITIONAL MARKETING
Sales + Marketing = SMARKETING
1
2
3
Set up closed-loop reporting
Agree on terminology
Implement an SLA
BEFORE YOU BEGIN SMARKETING
SET UP CLOSED-LOOP MARKETING
Marketing Sales
• de-duplicate leads • import to CRM • lead intelligence
• contact info & status updates • closed loop data to analyze
SET UP CLOSED-LOOP CRM INTEGRATION
AGREE ON TERMINOLOGY • Visitors • Leads / Inquiries • Marketing Qualified Leads • Sales Qualified Leads • Opportunities • Customers
SLAs GO BOTH WAYS Marketing to Sales • Number and quality of leads required to hit
company revenue goals Sales to Marketing • Speed and depth of lead follow-up that
makes economic sense
COMPUTING THE MARKETING SLA
MQL Type Average Revenue / Customer
MQL to Customer Close %
Value per MQL
Whitepaper $160,000 1.0% $1,600 Webinar $100,000 1.5% $3,000 Online Demo $150,000 2.0% $3,000 Tradeshow $125,000 1.0% $1,250 Contact Sales $110,000 10.0% $11,000
X =
COMPUTING THE MARKETING SLA
KEY TAKEAWAY Agree on one metric & two way SLA with sales
PERSONALIZE EVERY INTERACTION 3!
Hi, I’m J. Buy my
product?
Hi, J. This is how you made me feel.
WHAT DO THESE
COMPANIES HAVE IN
COMMON?
LinkedIn Follow
Webinar
ME Purchase Hx $
Web
Mobile
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED FOR ME
in!
Understand Your Audience: Personalize your marketing through a deep understanding of their interests to pull leads through your funnel faster.
Get Found Online: Create valuable website pages, blog articles and social media messages optimized to drive qualified visitors to your site.
VISITOR
%
NO
YOUR NAME
YOUR COMPANY
YOUR WEBSITE
Join our Community!
YOUR NAME
YOUR COMPANY
YOUR WEBSITE
LEAD
Activity from Your Network: • Item A • Item B • Item C Webinars You Missed: • Webinar 1 • Webinar 2 • Webinar 3
Welcome back, Phil!
%
YES
YOUR NAME
YOUR COMPANY
YOUR WEBSITE
CUSTOMER
You’ll love these blog articles:
Elite Activity from Your Network: • Item A • Item B • Item C Webinars You Missed: • Webinar 1 • Webinar 2 • Webinar 3
Welcome back, Phil!
%
PERSONALIZED
KEY TAKEAWAY Start personalizing customer interactions
SEO & SOCIAL CONVERGE 4!
Google is the new Yellow Pages. FACT:
75% of users never scroll past the first page of
search results.
SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
FACT The more keyword-rich content you generate, the more search engines will find (and love) you.
Social media use in the U.S. has increased by 356% since 2006.
SOURCE: NETPOP RESEARCH, APRIL 2012
2006 2012
FACT: 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising.
Source: Nielsen Research
SOCIAL MEDIA & BLOGS GENERATE REAL CUSTOMERS
57% 62%
52% 44%
0%
20%
40%
60%
Company Blog LinkedIn Facebook Twitter
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
% OF CHANNEL USERS WHO ACQUIRED A CUSTOMER
THROUGH THIS CHANNEL
INTEGRATION OF SOCIAL INTO SEARCH
KEY TAKEAWAY Start building social following to improve search rankings
FULLY MOBILE OPTIMIZED 5!
SOURCE: 60 SECOND MARKETER, 2011
6 BILLION of the 6.8 BILLION people on the planet, use a mobile phone. 3.5 BILLION of them use a toothbrush.
FACT: In 2012, more people bought a smartphone than a PC.
Source: IBM
SOURCE: 60 SECOND MARKETER, 2011
54% of iOS web traffic is devoted to search VS. the 36% Internet average.
54%
36%
iOS Internet average
SEARCH THROUGH IOS
SOURCE: SEARCH ENGINE LAND, 2011
OVER HALF lead to purchase.
9 out of 10 mobile searches lead to action.
20%
27%
0%
5%
10%
15%
20%
25%
30%
Early 2011 Late 2011
27% of emails were opened on a mobile device during the second half of 2011…
…up from 20% during the first half of 2011
SOURCE: KNOTICE, APRIL 2012
Source: IBM
FACT: Only 1 in 5 companies run mobile marketing tactics as part of integrated campaigns.
www.vegasclick.com
www.inbound.com
KEY TAKEAWAY Optimize your website & email for mobile
DIGITAL MARKETING SKILLS Digital Citizens Analytical Chops Web Reach Editorial Staff
Build a content factory
Less of this. I HATE marketers!
More of this.
62
More of this.
Phil Harrell VP Enterprise, HubSpot @pjharrell
THANK YOU.