your competitors inbound marketing - hubspot · your competitors with inbound marketing brian...
TRANSCRIPT
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
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
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
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