craze conference: digital marketing in an inbound world

Digital Marketing in anInbound World.(What’s your score?)

#CRAZEConf

Steve HaaseSenior Marketing Consultant@HubSpot @SteveHaase

SteveHaaseInbound 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

Inboundlove

#CRAZEConf

#CRAZEConf

MARKETING HAS A lovability PROBLEM.

Stockbrokers LawyersCar Salesman LobbyistsMarketers

Less Lovable More Lovable

#CRAZEConf

PEOPLE USED TO LOVE ME…Q: right?

WHAT HAPPENED?

A:WE HAVE CHANGED.

The way we live has changed.

Hours WorkedThen

Now

OfficeThen

Now

InternetThen

Now

?

Learn About ProductsThen

Now

Buying ProcessThen

Now

The old marketing

86% skip TV ads

91% unsubscribefrom email

200Mon the

Do Not Call list44%

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!Stay up to date at blog.hubspot.com/ecommerce

And be sure to join the inbound discussion online by following @HubSpot and @SteveHaase