your competitors inbound marketing - hubspot your competitors with inbound marketing brian halligan

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  • CRUSH YOUR COMPETITORS

    with Inbound Marketing

    Brian Halligan @bhalligan #KillingIt 1

  • I’m Brian Halligan. Nice to meet you.

    @bhalligan CEO @HubSpot

    #KillingIt

  • How to CRUSH Your Competitors

    Go Inbound

    Become a TOFU Titan

    Master Your MOFU

    Build a Killer Inbound Team

    1 2 3 4 4

    Crush the Competition! 5

  • Go Inbound 1

  • The Marketing Playbook

    5

  • The Marketing Playbook IS BROKEN.

    CALLER ID

    6

  • Humans Are Changing

    7

  • Telemarketing Direct Mail

    Email Blasts Print/Radio Ads

    PR Paid Search

    Email

    VS.

    SEO Blogging

    Social Media Viral Videos Freemium

    Trials

    8

  • VS.

    9

  • VS.

    10

  • THE GREATEST DANGER FOR MOST OF US IS NOT THAT OUR AIM IS TOO HIGH & WE MISS IT, BUT THAT IT IS TOO LOW, & WE REACH IT. —Michelangelo

    “ “

  • Become a TOFU Titan

    2

  • •  Blog.HubSpot.com

    •  YouTube.com/HubSpot

    •  Slideshare.com/HubSpot

    •  Flickr.com/HubSpot

    •  HubSpot.TV

    Create Content A

    13

  • LINKS ARE THE

    CURRENCY OF THE

    INTERNET 14

  • Optimize B

    “100 AWESOME Marketing Stats, Charts & Graphs”

    vs. “100 Charts” 15

  • INSIGHTS. Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

    analysis

    advice

    review

    recent

    best

    product

    tips facts

    why top

    questions

    build

    soon

    great

    answers

    16

  • YOU. Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

    great

    please

    retweet

    post

    blog

    social

    free

    media

    help

    please retweet

    social media

    10

    follow

    how to top blog post

    check out new blog post

    twitter

    17

  • Promote C

    18

  • CYCLE

    # Infected Times Transmitted Conversion Rate Net New Infections

    0 1 2 12

    1 2

    0.5 1

    2 3 2 0.5 1 1

    0.5 2

    13 2

    0.5 1

    AVERAGE CONTENT.

    19

  • 0

    2

    4

    6

    8

    10

    12

    14

    1 2 3 4 5 6 7 8 9 10 11 12 13

    Average Content Gets Shared

    13

    20

  • CYCLE

    # Infected Times Transmitted Conversion Rate Net New Infections

    0 1 2 12

    1 4

    0.5 2

    3 7 8 0.5 4 8

    0.5 16

    8,191 16,384 0.5 8,192

    AWESOME CONTENT.

    21

  • AWESOME Content Gets Shared MORE

    0

    1000

    2000

    3000

    4000

    5000

    6000

    7000

    8000

    9000

    1 2 3 4 5 6 7 8 9 10 11 12 13

    8,191

    22

  • 0

    1000

    2000

    3000

    4000

    5000

    6000

    7000

    8000

    9000

    1 2 3 4 5 6 7 8 9 10 11 12 13

    VS. 13 8,191

    23

  • EITHER WRITE SOMETHING WORTH READING OR DO SOMETHING WORTH WRITING. —Benjamin Franklin

    “ “

  • Master Your MOFU 3

  • WHAT DO THESE COMPANIES HAVE IN COMMON?

    26

  • $92B

    $50B

    $8B

    $10B

    $150B

    $12B

    27

  • Usage & Conversion A

    Usage

    Better Conversion

    Better Personalization

    Better Value

    More

    28

  • Users & Conversion B

    Users Better Personalization

    Better Value Better Conversion

    More

    29

  • 30

  • 31

  • 32

  • 33

  • 34

  • Web

    Email

    Mobile

    PERSONALIZATION

    Page Visits

    f+ Facebook Follow

    Blog Sub

    Webinar

    USER ACTIVITY

    35

    Purchase Hx $

  • Visitor

    %

    NO

    YOUR NAME

    YOUR COMPANY

    YOUR WEBSITE

    Join our Community!

    36

  • User

    %

    YES

    Activity from Your Network: •  Item A •  Item B •  Item C Webinars You Missed: •  Webinar 1 •  Webinar 2 •  Webinar 3

    Welcome back, Brian!

    37

  • Customer

    %

    PERSONALIZED

    Activity from Your Network: •  Item A •  Item B •  Item C Webinars You Missed: •  Webinar 1 •  Webinar 2 •  Webinar 3

    Welcome back, Brian!

    You’ll love these blog articles:

    Item A Item B Item C

    Elite

    38

  • IF I HAVE SEEN A LITTLE FURTHER IT IS BY STANDING ON THE SHOULDERS OF GIANTS. —Isaac Newton

    “ “

  • Build a Killer Inbound Marketing Team 4

  • The Press Release Hire

    Push

    Rent Interrupt

    Outbound

    41

  • D A R C

    Digital Analytical Reach Content Creator

  • @mvolpe

    TOFU

    MOFU OTHER

    The New Org Chart

    43

  • Empower EVERYONE.

    44

  • MEASURE OFTEN. EVOLVE FAST.

    45

  • Write like a human, not a marketer.

    46

  • TOFU

    MOFU

    47

  • DON’T DIP YOUR TOE IN

    48

  • JUMP IN ALL THE WAY

    49

  • CRUSH the Competition

    5

  • 51

  • 52

  • 53

  • 54

  • 55

  • Sell more like . Market more like

    . 56

  • Get a Free Inbound Marketing Assessment Moscone North 1416 131 305 Moscone West Level 2, Alcove 2

    57

  • P.S. Free Unicorns!

    Hubspot.com/freeunicorns

  • Thank You.

    Brian Halligan @bhalligan #KillingIt