"It's Not You, It's Me" #INYIM14-The Truth Behind Why Your Prospects Won't Engage

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It’s Not You...It’s Me #INYIM14

The Truth Behind Why Your Prospects Won’t Engage

Phil Harrell @pjharrell

VP Corporate Division, HubSpot

@pjharrell

PhilHarrell

“I’m Happy”

@pjharrell @pharrell

“I’m Ecstatic”

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*DISCLAIMER/FINE PRINT: I’ve been happily married for 16 years and therefore my information on dating in this presentation is way outdated. Any accurate representations of modern dating are purely accidental.

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Meet Sean

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“Let Me Decide Who is Right For Me”…

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…”Wow, You Ladies Sure Are Competitive…”

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“We’re Connecting-This Feels Right”

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…”She’s The One”

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Parallels Between The Bachelor & Today’s Buyer

The Bachelor

• Full control over decision process

• Lots of choices in single women

• Opportunity to go on a lot of dates/figure out who is right match

Today’s Buyer

• Complete control of buying process

• Lots of choices in solutions

• Can gather information easily & from lots of sources

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This Guy

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Let Me Tell You About Our Company & Products

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1st Time On Our Website? Lets Get Married!

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You’ve Been On Our Website-You Must Be Really Interested

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Stop Harassing Me With Annoying Emails!!

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Guess What?

That is what your prospects want.To be understood.

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Top of the Funnel

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Middle of the Funnel

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Bottom of the Funnel

“Persona Centric Marketing”“Product Centric Marketing”

Bad Date

Good Date

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Step 1: Create A Cross Functional Team

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Step 2: Pick Top Target Persona

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Step 3-Conduct a Content Audit to Identify Gaps

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Step 4-Build A Content Development Infrastructure

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Step 5-Personalize Your Website

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Connect With Me@pjharrell

pharrell@hubspot.com

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QUESTIONS ?