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!
