world. The Startup Code 2016 MIT Marketing Conference Cambridge MA Jan 26th, 2016

Transcription

1 Marketing technology in an increasingly world. The Startup Code 2016 MIT Marketing Conference Cambridge MA Jan 26th, 2016

2 Nick Salvatoriello VP of Client imrcorp.com/our-team HubSpot Accredited Trainer nicksalinbound.com

3 @NickSalinbound

4 THE OBJECTIVES 1Understand what inbound is 2Understand how it works 3Get started (FREE STUFF!)

5 1WHAT IS INBOUND?

6 MARKETING HAS A lovability PROBLEM. Car Salesman Lobbyists Marketers Stockbrokers Lawyers Less Lovable More Lovable

7 The way we live has changed.

8 84% of year-olds have left a favorite website because of intrusive or irrelevant advertising. 8

9 The customer is in control.

10 Audiences everywhere are tough. They don t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and instead be what people are interested in. CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD S 4TH LARGEST AD AGENCY) 10

11 In order to attract customers, marketers have to provide them with something they will love.

12 Inbound Marketing people love.

13 TRADITIONAL INBOUND Cold Calling Cold s (SPAM) Interruptive Ads Marketer - Centric vs. SEO Blogging Attraction Customer - Centric

14 TRADITIONAL INBOUND Cold Calling Cold s (SPAM) Interruptive Ads Marketer - Centric vs. SEO Blogging Attraction Customer - Centric

15 Let s Dance Let s Dance MARKETING PEOPLE LOVE

16

17 Let s Dance Let s Dance

18 CUSTOMER = HERO BUSINESS = MENTOR MARKETING PEOPLE LOVE!

19

20 1.5 Yeah but how did you get to this point?

21 Nick NickSalInbound.com

22 A brief history on HubSpot Hires Nick Sal $35million in funding Named #2 Fastest Growing Software Company Acquires 5,961 8,440 8,800+ $32million in funding 3,855 HubSpot founded ,150 Number of HubSpot Customers

23 Let s Dance Let s Dance

24 Let s Dance Let s Dance

25

26 Let s Dance Let s Dance

27

28 2 OKAY, SO HOW DOES IT WORK FOR START-UPS?

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30 Inbound Marketing = Content + Context

31 Transform your marketing into Get Found Online: Create valuable website pages, blog articles and social media messages optimized to drive qualified leads to your site. something people LOVE Your

32 Transform your marketing into something people LOVE

33

34

35 In other words, we need a plan.

36 Building the content + context gameplan:

37

38

39 Understand your persona s JOURNEY.

40 THE BUYER S JOURNEY

41 Putting Content in Context w/buyers Journey: Awareness Consideration Decision

42 Make your ebooks and webinars the best offers for potential customers in your industry.

43

44 Downloadable offer page with personalized choose your interest form:

45 LANDING PAGES + FORM DATA

46 ALL LEAD DATA GATHERED IN CENTRALIZED CONTACT PROFILE

47

48 Use timely, personalized flows

49 (THE GOOD KIND OF MARKETING AUTOMATION)

50 An Inbound case study

51 Non-personalized example

52 Broad Messaging Performance 1: 12.5% 2: 9.3% 3: 10.7% Average engagement: 10.3%

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54 Interest-related example: marketing

55 2 nd in the series: Premium offer related to mkting

56 Interest Related Example: Blogging

57 Tracking the performance of each interest-specific sent to our leads 1: 28.8% 2: 16.4% 3: 15.7% Average engagement: 20.3%

58 inherent

59 Analyzing Performance Summary (average click through rate for first 3 s within each personalized workflow)

60 Analyzing each contact s engagement data allows you to spot opportunities

61 Empower Your Sales Team Who are they on social media? 360 View of Your Leads What companies are visiting our site? What s have they opened? When are they on our site? What is their lead score? How engaged are they? What pages have they viewed? What have they converted on?

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63 To treat your precious contacts as humans. To help mentor your future stars.

64 3 GETTING STARTED + FREE STUFF!

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66 GET INBOUND CERTIFIED!

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68

69 Do you do lead-gen full time for your Boston-area startup?

70 FINAL THOUGHT

71 Do you guarantee it will work for US?

72 QUESTIONS?

73 Nick VP of Client HubSpot Accredited Trainer > nicksalinbound.com > IMRCorp.com

74 FREE RESOURCES

75 Where do I download?

76 THANK YOU.