Fail Fast, Fail Chep, Succeed Faster

05/08/2014

FAIL FAST, FAIL CHEAP,

SUCCEED FASTER

Chuck Miller

Managing Principal & Co-Founder

The Market Element LLC

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I have not failed. I've just found 10,000 ways that won't work.

“”

– Thomas Edison

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FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER

• Why Inbound???

• Inbound Marketing

Methodology

• Foundational

Components

• Inbound Strategy Map

• Inbound Marketing ROI

• Fail Fast, Fail Cheap,

Succeed Faster

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WHAT

Based on rich, compelling and contextual content, inbound marketing

leverages online channels and communities to be found and

convert tomorrow’s customers – “Pull Marketing.”

WHY

Successful implementation of inbound marketing practices have been

proven to increase leads, conversion rates, revenue, ROI, and overall

delight customers.

WHY INBOUND???

“Push” vs. “Pull”Marketing

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Inbound marketing delivers

54% more leads into the

marketing funnel than

traditional outbound leadsSource: HubSpot

WHY INBOUND???

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Inbound leads cost

than outbound leads.Source: Search Engine Journal

61% LESS

WHY INBOUND?

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25%

20%

16%

11%

9%8%

5%

0%

5%

10%

15%

20%

25%

30%

Securingenoughbudget

Controllingmy

technologyor website

Targetingcontent for

aninternational

audience

Hiring toptalent

Teamtraining

Finding anexecutivesponsor

Percent of marketers who indicated that X was a topmarketing challenge

WHY INBOUND?

Survey N = 3,339

Source: HubSpot

Proving ROI of marketing

activities

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INBOUND MARKETING METHODOLOGY

Along the top are the actions inbound companies

use to obtain – and retain – new customers.

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INBOUND MARKETING METHODOLOGY

Along the bottom are the tactics inbound

companies use to accomplish these actions.

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FOUNDATIONAL COMPONENTS

Rich, Compelling & Contextual

Content

Persona Focus

Easy to Navigate & Purchase

Blogging

Keywords

On/Off page SEO

Inbound Links

Adwords

Affiliate Marketing

Stakeholder Engagement

Regular and frequent postings

Not always about selling

Clear, Specific and Targeted

Messaging

Customized & Segmented to

Market

Email Types

Benchmarks

KPI’s

ROI

Marketing Automation

WEBSITE SEO/SEM Social Media Email Measurement

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INBOUND STRATEGY MAP [TEMPLATE]

Attract Convert Close Delight

Website

SEM/SEO

Social Media

EmailMarketing

Measurement

Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4

Call To Action 3

Workflow 3Workflow 2 Workflow 4

Call To Action 1 Call To Action 2 Call To Action 4

KPI’s 1 KPI’s 2 KPI’s 3 KPI’s 4

Report 1 Report 2 Report 3 Report 4

Campaign 1 Campaign 2 Campaign 3 Campaign 4

Segmentation 2 Segmentation 3Segmentation 1 Segmentation 4

Blog 1 Blog 2 Blog 3 Blog 4

Keywords 1 Keywords 2 Keywords 3 Keywords 4

Workflow 1

Content 1 Content 2 Content 3 Content 4

Content 1 Content 2 Content 3 Content 4

Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4

Call To Action 4Call To Action 3Call To Action 2Call To Action 1

Content 1 Content 2 Content 3 Content 4

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INBOUND MARKETING ROI

HubSpot customers reached 3.51xmore visitors per month within 1 year.

HubSpot customers reached

6.12x more leads per

month within 1 year.

VISITORS

LEADS

CUSTOMERS

Source: HubSpot

69% of HubSpot

customers saw an

increase in sales

revenue.

Potential Failure Point

Potential Failure Point

Potential Failure Point

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Effective Implementation of Inbound Marketing will increase your odds of success, but equally important, it will help you manage failures in real-time.

Manage Failure To Achieve Your Ultimate Objectives!

• Data Driven Marketing Decisions – Systems (HubSpot, Marketo, SilverPop, Kenitco, Eloqua, etc)

– Processes (KPI’s, Benchmark, Workflows, A/B Testing)

– Reporting (Real-Time Analytics)

• S.M.A.R.T. Campaigns & Promotions– Targeted Personas

– Segmentation Focus

– Progressive Profiling Opportunities

– Lead Score

– Real-Time Adjustments ~ PLAN B, C, D….

• Post Mortems Are Essential – Causation, Effect, and Learnings

• “Don’t Be Afraid To Fail…Be Afraid Not To Try” ~ Unknown

FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER

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Thank You!