how to use inbound marketing to grow your business - rebecca corliss, hubspot

Director of MarketingFun Fact: Everyone calls me Repcor.

@repcor

REBECCACORLISS

What are we doing here?

Marketers are the ones tasked with driving growth.

Over achieve on revenue

targets

growth.Sales team hits 100%+

Drive salesfollowup

Hit monthly

leads goal

Hit monthlytraffic goal

Drive salesfollowup

Hit monthly

leads goal

Hit monthlytraffic goal

“Growth is never by mere chance; it is

the result of forces working together.

- JC Penney

Marketing Has Changed1

Marketing has a lovability problem..

Trusted professions in North America

MarketerCar Salesman

SalespersonLobbyistPolitician

StockbrokerServices/Customer Service

Professional AthleteInvestment Banker

JournalistBarista

Software DeveloperLawyer

Professional MusicianAccountant

DentistNurse

DoctorTeacher

0%0%1%1%1%2%3%3%3%3%4%

6%9%9%

13%

19%

41%

48%50%

60%Firefighter

MarketerSalesperson

Marketers

have been BAD.

Hi Mom, I just bought a list of 10,000 names and sent them all an email.

skip TV ads

unsubscribefrom email

of direct mail is never opened

(over 200 M) are on do not

call lists

95% 98% 53% 66%

The old marketing playbook is BROKEN.

The buyer is in control.

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.”

How do we create marketing that people love?

An Inbound Philisophy2

INBOUND

Cold CallingCold Emails (SPAM)

Advertising

Interruption

Seller-centric

ContentTools

Freemium

Attraction

Buyer-centric

VS

TRADITIONAL

Your customers now start their search online.

Content

Reach them with content that isrelevant, helpful and human.

Do you rent or own your marketing?

VS

56%of leads from

campaigns>1 month ago

Total blog posts

New leads index

Impact of Total Published Blog Posts on Inbound Leads

Where do I start?

Your inbound tool kit.

Blogs InteractiveToolsPhotos &Infographi

cs

Videos &Podcasts

Presentations& Ebooks

Your inbound tool kit.

Content they value.

91%of marketers say they use content

in their marketing

42%say they areeffective at

it.

…but only

You don’t determine what quality content is, your audience does.

Start with questions.

Meet Mary MarketerShe wants to improve her marketing.

Which is more likely?

? ?

Which is more likely? Mary marketer

Googles the word “HubSpot” ?

Which is more likely? Mary marketer

Googles the word “HubSpot”

Mary marketer Googles “What is

blogging?”

Your Website

But how does this lead to Mary becoming a new customer?

You need to turn anonymous

visitors into people you can do

business with.

Offer something that’s worth the

price of an email address.

Your website needs focused conversion paths.

Landing Page

Your website needs focused conversion paths.

Landing Page

Your website needs focused conversion paths.

Example with MaryI want to mobile

optimize my website.

Your website needs focused conversion paths.

Your website needs focused conversion paths.

Your website needs focused conversion paths.

Your website needs focused conversion paths.

Your website needs focused conversion paths.

Your website needs focused conversion paths.

Measuring Impact3

Measure Your Growth

average increase in monthly website visitors

Increase in leads average increase in monthly leads

report growth in revenue

Increase in traffic

Increase in revenue

4.10X

3.0X

72%

Those who use an inbound strategy see …

… The average companies save per year by investing in inbound marketing

vs. outbound.

$20K

#GrowWithHubSpot

“Market to others as you would want to be marketed

to…”

Thank You.Rebecca Corliss

@repcor