Inboundmarketing alovestory-hubspot-mikevolpe-130312141604-phpapp01

INBOUND MARKETING: A love STORY.

Mike Volpe, CMO @ HubSpot @mvolpe | [email protected]

MARKETING HAS A lovability PROBLEM.

Stockbrokers Lawyers Car Salesman Lobbyists Marketers

Less Lovable More Lovable

PEOPLE USED TO LOVE ME… Q: right?  

HUMANS HAVE CHANGED. A:

People Have Changed

The Way We Live Has 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

We used to use all this stuff.

Now all we use is this.

Mobile Ubiquity

vs vs

THEN. NOW.

Social & Collaborative

vs vs

THEN. NOW.

Cloud & SaaS

vs vs

THEN. NOW.

Consumerization of B2B

vs vs

THEN. NOW.

Changes in Consumer Attention

vs

THEN. NOW.

What does this all mean?

The customer 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”?

Marketers have been bad.

The old marketing

86% skip TV ads

91% unsubscribe from email

200M on the

Do Not Call list

44% of direct mail is never opened

BROKEN.  playbook is  

Marketing needs to change, too.

The world has changed…

How do we create

marketing that people will

love?

Marketing people

Inbound love.  

You don’t find customers anymore. They find you.

vs vs

Cold Calling Cold Emails (SPAM)

Interruptive Ads Marketer - Centric

SEO Blogging Attraction Customer - Centric

INBOUND TRADITIONAL

Don’t interrupt what people want to consume.

Be what they want to consume.

Think Like a Media Company “What would Oprah do?”  

Inbound

Revenue from Inbound Leads

$65M

So what is Inbound Marketing?

Inbound Marketing = Content + Context

Content

CONTENT + CONTEXT

Build Marketing Assets

Blogs Interactive Tools

Photos & Infographics

Videos & Podcasts

Presentations & eBooks

Build Marketing Assets

Blog Leads are from

Old Articles

Do you own or rent your marketing?

70% of all

IMPACT OF WEBSITE CONTENT ON INBOUND LEADS  

Inbound Marketing = Content + Context

Content + Context

Personalize the Content to Match your Customer.

Context is pe!onal, not one size fits all.

Context Leads to Engagement

Matt Plays •  Marketer at

HubSpot

•  Loves the outdoors

•  Coworker

Context Leads to Engagement

Friends PC / iPhone / iPad In Person

Online Quote Request for SUV

Customers Provide Context

Ignore Context at Your Own 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…

(Website isn’t Personalized)

The Typical Unsubscribe Notice

*You have elected to opt out of receiving emails.

Groupon’s Unsubscribe Notice

lovable Context Leads to Marketing

lovable Context Leads to Marketing

INBOUND

Content: •  Blog

•  Social Media

•  SEO

•  Offers

Context: •  360 view of contacts

•  Segment emails

•  Personalize website

Marketing People love

Marketing Can Fix Its lovability Problem

marketers

Less Lovable More Lovable

YOU

You can help.

Help Make Marketing  a Noble Profession

Do it for the children.

For the love of marketing.

Mike Volpe, CMO @ HubSpot @mvolpe | [email protected]