#INBOUND14 It’s Not You...It’s Me #INYIM14 The Truth Behind Why Your Prospects Won’t Engage Phil Harrell @pjharrell VP Corporate Division, HubSpot
May 27, 2015
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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PRINT: I’ve been happily married for 16 years and therefore my information on dating in this presentation is way outdated.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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QUESTIONS ?