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05/08/2014 FAIL FAST, FAIL CHEAP, SUCCEED FASTER Chuck Miller Managing Principal & Co-Founder The Market Element LLC THE INNOVATION ELEMENT SPRING 2014
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Fail Fast, Fail Chep, Succeed Faster

Jul 04, 2015

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Marketing

In life and in business, preparation is a critical discipline in improving future outcomes and performance, but in a world of uncertainty and risk, preparation does not guarantee ultimate success. In the inevitable failures that we will encounter along our journey, we must learn how to fail fast, fail cheaply and succeed faster. This presentation will focus on practical and proven inbound techniques to help you develop flexible, responsive, and innovative strategies to quickly overcome obstacles and stay on track to transform your marketing results and your competitive advantage.
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Page 1: 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!