inbound marketing: a love story. - hubspot marketing: a love story. mike volpe, cmo @ hubspot...
TRANSCRIPT
MARKETING HAS A LOVABILITY PROBLEM.
stockbrokers lawyers car salespeople lobbyists
marketers
Less Lovable More Lovable
HUMANS HAVE CHANGED.
1990 2000 2010
Hours Worked 9-5 8-6+ Whenever
Office 4 walls Open Cubicles iPhone
Internet None Email & Web Research Everything
in the Cloud
Learn about products
Tradeshows, Ads, Print Publications,
Sales Reps
Tradeshows & Google
Social Media, Google, Freemium
Buying process Sales Rep in
Office & Golf Course Sales Rep on Phone / Web
No Sales Rep
CHANGES IN CONSUMER ATTENTION.
86% skip TV ads
91% unsubscribe
200m Say DO NOT CALL
44% of direct mail is never opened
HUMANS HAVE CHANGED.
Social / Collaboration + Mobile Ubiquity + Cloud / SaaS + Consumerization of B2B + Changes in Attention Customer is in Control
1% OF COLD CALLS WORK. THE OTHER 99% HATE YOUR GUTS. #INBOUND -- @MVOLPE [Click to Tweet this]
THE MARKETING PLAYBOOK
IS BROKEN.
86% skip TV ads
91% unsubscribe from email
200M on the
Do Not Call list
44% of direct mail is never opened
VS.
Cold Calling Cold Emails (SPAM)
Interruptive Ads Marketer - Centric
SEO Blogging Attraction Customer - Centric
INBOUND TRADITIONAL
NO ONE WAKES UP AND SAYS “I WANT TO SEE AN AD.” WHY DO MARKETERS WAKE UP AND SAY “LET’S MAKE AN AD”? #INBOUND -- @MVOLPE [Click to Tweet this]
http://twitter.com/meaghano/status/1767991757
YOU DON’T FIND CUSTOMERS ANYMORE. THEY FIND YOU.
[Click to Tweet this]
DON’T INTERRUPT WHAT PEOPLE WANT TO CONSUME, BE WHAT THEY WANT TO CONSUME. #INBOUND -- @MVOLPE [Click to Tweet this]
BUILD MARKETING ASSETS.
Blogs Interactive Tools
Photos & Infographics
Videos & Podcasts
Presentations & eBooks
IGNORE CONTEXT AT YOUR PERIL.
3 days later the “marketing automation” system sends me this…
(not an SUV)
CONTEXT IS MORE THAN EMAIL.
5 days later I go back to the website and try to remember where the SUVs are…
(not personalized website)
Help Make Marketing a Noble Profession
Content: • Blog • Social Media • SEO • Offers
Context: • 360 view of contacts • Segment emails • Personalize website
Inbound Marketing
NEXT STEPS: 1. Get your Marketing Grade at
http://Marketing.Grader.com
2. Read our blog at http://Blog.HubSpot.com
3. Attend INBOUND Conference: www.INBOUND.com
4. Learn about HubSpot at www.HubSpot.com