Rethinking Your Marketing Strategy

R Thi ki M k tiRe‐Thinking MarketingJune 4, 20082PM Eastern

Brian HalliganCEOCEOHubSpot

Re‐Thinking Marketing

Inbound v Outbound MarketingInbound v Outbound Marketing

Rethinking Your Website

The Snowball Effect

Internet Industrial StrategyInternet Industrial Strategy

Inbound v Outbound MarketingInbound v Outbound Marketing

marketing hasn’t changed much

Shopping has changed a lot…

Slide 13

Shopping Has Transformed…Has Marketing?

Outbound Marketing ‐ Interruption• Inside Sales• Email Blasts 

Inbound Marketing ‐ Permission• SEO• Pay Per Click

• Telemarketing• Tradeshows• Seminars

• Blogging / Blogosphere• Social Media / Buzz• Targeted Landing Pages

• Trade Rag Ads• TV – Radio Ads

g g g• Lead Intelligence• A/B Testing

rethinking the website conceptrethinking the website concept

remark‐able?

Publisher + Marketer = Success

return on assets

Internet Snowball EffectInternet Snowball Effect

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

( )(content)

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

(visitors)

( )(content)

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

(visitors)

( )

(keywords & seo)multi-sensor enrollment, digital persona

(content)

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

(visitors)

( )

(keywords & seo)multi-sensor enrollment, digital persona

(content)

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

(visitors)

( )

multi-sensor enrollment, digital personawebsite

websitewebsite

(keywords & seo)

(content)websitewebsite

website(the web)website

website

website

website

website

website website

(the web)

website

websitewebsite

websitewebsite

website

websitewebsitewebsite

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

(visitors)

( )

multi-sensor enrollment, digital personawebsite

websitewebsite

(keywords & seo)

(links)(content)

websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website

websitewebsite

websitewebsite

website

websitewebsitewebsite

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

(visitors)

( )

multi-sensor enrollment, digital personawebsite

websitewebsite

(keywords & seo)

(links)(content)

websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website

websitewebsite

websitewebsite

website

websitewebsitewebsite

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

(visitors)

( )

multi-sensor enrollment, digital personawebsite

websitewebsite

(keywords & seo)

(links)(content)

websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website

websitewebsite

websitewebsite

website

websitewebsitewebsite

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

(visitors)

( )

multi-sensor enrollment, digital personawebsite

websitewebsite

(keywords & seo)

(links)(content)

websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website

websitewebsite

websitewebsite

website

websitewebsitewebsite

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

(visitors)

( )

multi-sensor enrollment, digital personawebsite

websitewebsite

(keywords & seo)

(links)(content)

websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website(offer)

websitewebsite

websitewebsite

website

websitewebsitewebsite

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

(visitors)

( )

multi-sensor enrollment, digital personawebsite

websitewebsite

(keywords & seo)

(links)(content)

websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website(offer)

(crm)website

websitewebsite

website

website

websitewebsitewebsite

(lead conversion)

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

multi-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment digital personamulti sensor enrollment digital personalti ll t di it l

(visitors)g pmulti sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona

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( )

website

websitewebsite

(keywords & seo)

(links)(content)

websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website(offer)

(crm)website

websitewebsite

website

website

websitewebsitewebsite

(lead conversion)

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

multi-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment digital personamulti sensor enrollment digital personalti ll t di it l

(visitors)g pmulti sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona

multi-sensor enrollment, digital persona

( )

website

websitewebsite

(keywords & seo)

(links)(content)

websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website(offer)

(crm)website

websitewebsite

website

website

websitewebsitewebsite

(lead conversion)

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

multi-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment digital personamulti sensor enrollment digital personalti ll t di it l

(visitors)g pmulti sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona

( )

website

websitewebsite(links)

multi-sensor enrollment, digital persona(keywords & seo)

(content)websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website(offer)

(crm)website

websitewebsite

website

website

websitewebsitewebsite

(lead conversion)

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

multi-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment digital personamulti sensor enrollment digital personalti ll t di it l

(visitors)g pmulti sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona

( )

website

websitewebsite(links)

multi-sensor enrollment, digital persona(keywords & seo)

(content)websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website(offer)

(crm)website

websitewebsite

website

website

websitewebsitewebsite

(lead conversion)

The Inbound Story: Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

multi-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment digital personamulti sensor enrollment digital personalti ll t di it l

(visitors)g pmulti sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona

( )

website

websitewebsite(links)

multi-sensor enrollment, digital persona(keywords & seo)

(content)websitewebsite

website(the web)

(links)

website

website

website

website

website

website website

(the web)

website(offer)

(crm)website

websitewebsite

website

website

websitewebsitewebsite

(lead conversion)

The Inbound Story: Blogosphere(database of intentions)(database of intentions)

triad biometrics

authentication software

multi‐sensor enrollment

(blogosphere)

(visitors)

(blog)

website

websitewebsite

websitewebsite

website

multi-sensor enrollment, digital persona(keywords & seo)

(blog)

website

website

website

website

website

website(the web)

(content)

(crm)

website

website

website

websitewebsite websitewebsite

(offer)

websitewebsite

websitewebsite

website

websitewebsitewebsite

(lead conversion)

The Inbound Story: Blogosphere(database of intentions)(database of intentions)

triad biometrics

authentication software

multi‐sensor enrollment

(blogosphere)

(visitors)

(blog)

website

websitewebsite

websitewebsite

website

multi-sensor enrollment, digital persona(keywords & seo)

(blog)

website

website

website

website

website

website(the web)

(content)

(crm)

website

website

website

websitewebsite websitewebsite

(offer)

websitewebsite

websitewebsite

website

websitewebsitewebsite

(lead conversion)

The Inbound Story: Social MediasphereMediasphere

(social mediasphere)

(visitors)

multi-sensor enrollment, digital persona

(your site)

(blog)(social media assets)

(keywords & seo)

(content)

(blog)

websitewebsite

(links)

(crm)

(offer)website

websitewebsitewebsite

(the web)

(lead conversion)website

websitewebsite

website

website

websitewebsitewebsite

The Inbound Story: Social MediasphereMediasphere

(social mediasphere)

(visitors)

multi-sensor enrollment, digital persona

(your site)

(blog)(social media assets)

(keywords & seo)

(content)

(blog)

websitewebsite

(links)

(crm)

(offer)website

websitewebsitewebsite

(the web)

(lead conversion)website

websitewebsite

website

website

websitewebsitewebsite

Internet Industrial StrategyInternet Industrial Strategy

#1 or go home

Size Doesn’t Matter

THANK YOU!

Slide 46

Inbound Marketing SummitSeptember 8, 2008

Cambridge, MA

Seth Godin

David Meerman Scott

Lots moreLots more…

www InboundMarketingSummit comwww.InboundMarketingSummit.com