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INBOUND
MARKETING:
A love STORY.


Mike Volpe, CMO @ HubSpot
@mvolpe | mvolpe@hubspot.com
MARKETING HAS A lovability PROBLEM.




                                            Stockbrokers     Lawyers
     Car Salesman   Lobbyists

                                Marketers


Less Lovable                                               More Lovable
Q:   PEOPLE USED TO
     LOVE ME… right?	
  
A:   HUMANS HAVE
     CHANGED.
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

                                                                    Everything
Internet                None            Email & Web Research
                                                                   in the Cloud
                  Tradeshows, Ads,
Learn About                                Tradeshows &        Social Media, Google,
                  Print Publications,
Products                                      Google                 Freemium
                      Sales Reps
                    Sales Rep in            Sales Rep on
Buying Process                                                    No Sales Rep
                 Office & Golf Course         Phone / Web
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
playbook is	
  

BROKEN.	
  

 86%            91%             44%               200M
skip TV ads   unsubscribe   of direct mail is      on the
               from email   never opened        Do Not Call list
The world has changed…

Marketing needs to change, too.
How do we create
marketing that people will

       love?
Inbound   Marketing
          people love.	
  
You don’t find customers anymore.
        They find you.
TRADITIONAL                INBOUND
                      vs
                      vs
       Cold Calling        SEO
Cold Emails (SPAM)         Blogging
   Interruptive Ads        Attraction
Marketer - Centric         Customer - Centric
Don’t interrupt
what people want to
consume.
Be what they
want to consume.
Think Like a Media Company
    “What would Oprah do?”	
  
Revenue from Inbound Leads



Inbound           $65M
So what is Inbound Marketing?
Inbound Marketing = Content + Context
Content




CONTENT + CONTEXT
Build Marketing Assets



Blogs   Interactive     Photos &     Videos &   Presentations
           Tools      Infographics   Podcasts     & eBooks
Build Marketing Assets
Do you own or rent your marketing?



                     70% of all
                      Blog Leads are
                           from
                      Old Articles
IMPACT OF WEBSITE CONTENT
ON INBOUND LEADS	
  
Inbound Marketing = Content + Context
Personalize the Content to Match
        your Customer.




      Content + Context
Context is personal,
not one size fits all.
Context Leads to Engagement




                     Matt Plays
                     •  Marketer at
                        HubSpot
                     •  Coworker
                     •  Loves the
                        outdoors
Context Leads to Engagement
Customers Provide Context
Friends
PC / iPhone / iPad
In Person




Online Quote
Request for SUV
Ignore Context at Your Own Peril

                             (Not an SUV)

3 Days Later:
The “marketing automation”
system sends me this…
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
Context Leads to   lovable Marketing
Context Leads to   lovable Marketing
INBOUND
                  Marketing People love




Content:                              Context:
•  Blog                               •  360 view of contacts
•  Social Media                       •  Segment emails
•  SEO                                •  Personalize website
•  Offers
Marketing Can Fix Its lovability Problem
               You can help.




                  marketers       YOU



Less Lovable                   More Lovable
Help Make Marketing	
  
a Noble Profession
Do it for the children.
For the love
of marketing.


Mike Volpe, CMO @ HubSpot
@mvolpe | mvolpe@hubspot.com

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